Business Analysis Retail And Social Class - 879 Words

Essay Assignment 3: Retail and Social Class For this essay, two retail stores were visited and evaluated to determine which social class each store primarily targets, and how the concepts of cultural capital and habitus are used to appeal to each of these specific segments. The two stores visited for the purpose of this essay were the Walmart Supercenter in Bloomington, MN, and the William Sonoma kitchenware retailer located in the Mall of America in Bloomington MN. The first visit was to the Walmart Supercenter in Bloomington, MN. Based off of the observations made, it appears that Walmart primarily targets the lower to working class Americans. There were several observations made that led to this conclusion. The Walmart store was very large, filled with large quantities of mass produced products with minimal design aesthetics. The interior design within the store was very basic, utilizing primary colors, inexpensive vinyl tile flooring and harsh fluorescent lighting throughout. The products themselves were displayed in large quantities, with minimal attention given to the aesthetics or visual display of the products. One example of this was a large bin of CD’s placed in the center of a main aisle filled with hundreds of low priced CD’s for sale. There was also a tremendous emphasis on the retailer’s low prices, mainly seen in the advertising that took place within the store. 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