Essay 1 Final draft

My Yellow Balloon

     My first parade was an extraordinary experience.  The memory shall be forever etched in my mind; hundreds of people lining the streets with an array of colors streaming from their clothing.  The sky was blue and sounds of the familiar song, "I'm a Yankee Doodle Dandy" blared from the ends of the flutes that passed by.  Vendors paced up and down the crowd selling novelty items and balloons.  A rainbow of vivid colors; red, orange yellow, green, blue, and purple passed me by.  The yellow balloon was as bright as the sun that shone in the sky that very day. 

   

     I jumped up and down like a Mexican jumping bean as I pleaded with my parents to buy that amazing object.  The parade continued to pass by however my eyes remained fixed upon it still.  My first balloon!  What a joy!  It was mine.  I held the string tightly in my grasp.  My body rushed with excitement as the yellow balloon and I became one; just as a married couple.  On that day of my first parade I not only experienced joy and excitement, ironically I experienced pain and sadness as well; the moment my balloon escaped my grasp.  Tears welled up in my eyes and flowed down my cheeks like water escaping from a dripping faucet. My balloon and I were now separated by the wide open sky; unable to ever be one again.

      Many balloons have entered my life as well as many people.  I eventually became one with a wonderful man.  His eyes were as blue as the sky and his heart radiated like a long ray of bright sunshine through the clouds from an early morning sunrise.  His laughter; like a familiar song; one that catches your attention and remains in your mind all day long.  And his smile; a warm fire on a cold winters night. Unfortunately every fire eventually burns out.  The warmth of the fire escapes as well turning the night cold and dark. March 2, 2003 was in fact a cold dark night in our lives.

    The night was cold however the walls of my own home were even draftier than the air outside.  Fear, worry and discontentment swirled in my head and my heart like a tornado.  Something was desperately wrong.  His smile was gone.  My forehead muscles were tight as well as those around my mouth.  Nothing felt right.  My husband had relapsed after being clean and sober for five years.  The monster had been awakened.  Blood rushed up and down my body like a flowing river with a strong current as he came and went periodically throughout that night.  With his every return back home his mood escalating with rage and anger then plummeted with tears as he begged for forgiveness.  Was I to blame for this?  Had my relapse several months ago caused him to pick up again?  These questions permeated my brain like a sponge soaked in water.  I tried to reason with him.  I begged him to just stay home.  The drugs were the only voice he was listening to.  I was on mute.  Nothing I could do or say would quiet the monster.  I felt his pain.  Familiar with the power of this enemy I had to surrender and put my year and a half old son to bed.  "I love you Bruce" I said as he walked out the door.  "I am not angry".  I watched his truck pull out of the driveway.  The night was dark and the tail lights faded like a setting sun as he drove away.

    

     In the morning I awoke to the sounds of my son stirring beside me.  I picked him up and headed for the bathroom to change his soggy diaper.  The bathroom door was slightly closed.  I pushed it open to find his gray toes emerging from the Burgundy tile wall to my right.  Immediately a feeling of complete emptiness encompassed my entire being.  The bathroom floor a sheet of ice beneath my feet.  I was unable to speak and unable to hear anything around me.  I walked towards him without even telling my feet to move.  My son had gone over to sit on his chest.  "Daddy" he said.  The gurgling sound like that of the last water to descend down the drain once it is released from an emptying sink.  I panic and try to revive him using mouth-to-mouth resuscitation.  Nothing is working.  I am too late, he is gone. My husband lying is on his back is lifeless in his blue and green plaid flannel pajama pants and gray shirt.  He had become that yellow balloon I could still see in the sky; separated by this enormous space that prevented me from ever having it firmly in my grasp again.

    

    With everything we lose there is pain. The loss of a husband and a father has not been easy on either of us.  It has been almost eight years since his passing.  Not one single day has passed that I have awoke and my first thought be of my husband lying lifeless on the bathroom floor.  The image is so vivid.  His body lying on that cold, burgundy tile floor with that blank stare on his face.  I feel the anger and resentment.  I want to scream and yell at him for leaving my son and me.  The image fades and the feelings diminish only to have the entire scenario repeat itself the following morning.  I attended countless grieving groups as well as counseling however nothing has ever been able to erase that image.  I have developed coping skills and learned about the stages of the grieving process.  My son and I have had our struggles.  The holidays for example are filled with bright lights, joy and happiness however something is always missing.  What do you tell a child who is crying when he is in pain because his school is holding a father/son luncheon in honor of Father’s Day?  How do you ease the mind of your child who fears losing his mothers just as he lost his father?  Or what do you say when your child says, “why us Mom, why did this have to happen to us”? 

    It is amazing how losing something can impact our lives on many different levels.  My son and I have learned that we have to walk through the pain.  In order for us to find the gains from our loss we have had to face our struggles.  Over the years my son has come to realize that a mother can be a father also.  Together we have learned to talk about our fears and face the challenges as they come into our lives.  Our frequent visits to the cemetery seem to initiate conversation about the man we both love and miss.  We sit and we talk.  I tell my son stories about his dad and we laugh and we cry as well.  We can share our emotions with each other and truly respect each others feelings.  We have been able to find comfort and healing in one another.  Several recent incidents symbolize our ability to find comfort and healing as well as exemplify our gains.

      Up until a few weeks ago Colby has never known the true cause of his father’s death.   I returned home one evening last week from a meeting to find my son waiting at the door.  As I entered the kitchen his face was pale and his expression was blank.  “Can we talk?” he asked.  As we walked upstairs together I was filled with an uneasy feeling, my son was struggling.  Upon entering my room he explains that he read my essay. Unintentionally I left the first draft of my essay on the computer.  Without another word exchanged we begin to embrace one another and cry.  Tears seem to flow endlessly as well as the hours that followed filled with deep conversation.  My son has learned to communicate, feel and express his emotions.  He has truly become a strong nine year old boy with the understanding and the ability to walk through his fears.  We discuss the reality and the power of addiction.  We discuss my past and my recovery as well.  We both have entered into another level of healing together and although the pain exists; the truth has set us free.

     On the day that followed my son and I decide to go to the store.  On the way we are both smiling.  My son’s eyes are filled with excitement as if we are going to buy his favorite video game instead we are buying a yellow balloon.  The music on the radio plays as we both sing along exchanging glances back and forth; smiles on our faces.  As we approach the cemetery my son turns off the radio and says, “Mom I love you and thank you for being real”.  I turn and thank him.  We walk over to the gravestone with our yellow balloon firmly in our grasp.  Together we count one, two, and three…..voluntarily we release the string as our yellow balloon dances, floating peacefully into the wide open sky.  We embrace one another and we feel the joy in knowing how much we have truly gained especially in the past few days. 

     As for me and my own self-discovery; I am free from the morning image that has haunted my mind for so very long.  In writing and finding a new perspective on my loss I have found an inner peace.  I feel free. Everything we have gained from our loss has enhanced our relationship with one another as well as with others.  My son and I will always encounter struggles however today I feel just like that yellow balloon dancing in the sky.

My Yellow Balloon

     My first parade was an extraordinary experience.  The memory shall be forever etched in my mind; hundreds of people lining the streets with an array of colors streaming from their clothing.  The sky was blue and sounds of the familiar song, "I'm a Yankee Doodle Dandy" blared from the ends of the flutes that passed by.  Vendors paced up and down the crowd selling novelty items and balloons.  A rainbow of vivid colors; red, orange yellow, green, blue, and purple passed me by.  The yellow balloon was as bright as the sun that shone in the sky that very day. 

   

     I jumped up and down like a Mexican jumping bean as I pleaded with my parents to buy that amazing object.  The parade continued to pass by however my eyes remained fixed upon it still.  My first balloon!  What a joy!  It was mine.  I held the string tightly in my grasp.  My body rushed with excitement as the yellow balloon and I became one; just as a married couple.  On that day of my first parade I not only experienced joy and excitement, ironically I experienced pain and sadness as well; the moment my balloon escaped my grasp.  Tears welled up in my eyes and flowed down my cheeks like water escaping from a dripping faucet. My balloon and I were now separated by the wide open sky; unable to ever be one again.

      Many balloons have entered my life as well as many people.  I eventually became one with a wonderful man.  His eyes were as blue as the sky and his heart radiated like a long ray of bright sunshine through the clouds from an early morning sunrise.  His laughter; like a familiar song; one that catches your attention and remains in your mind all day long.  And his smile; a warm fire on a cold winters night. Unfortunately every fire eventually burns out.  The warmth of the fire escapes as well turning the night cold and dark. March 2, 2003 was in fact a cold dark night in our lives.

    The night was cold however the walls of my own home were even draftier than the air outside.  Fear, worry and discontentment swirled in my head and my heart like a tornado.  Something was desperately wrong.  His smile was gone.  My forehead muscles were tight as well as those around my mouth.  Nothing felt right.  My husband had relapsed after being clean and sober for five years.  The monster had been awakened.  Blood rushed up and down my body like a flowing river with a strong current as he came and went periodically throughout that night.  With his every return back home his mood escalating with rage and anger then plummeted with tears as he begged for forgiveness.  Was I to blame for this?  Had my relapse several months ago caused him to pick up again?  These questions permeated my brain like a sponge soaked in water.  I tried to reason with him.  I begged him to just stay home.  The drugs were the only voice he was listening to.  I was on mute.  Nothing I could do or say would quiet the monster.  I felt his pain.  Familiar with the power of this enemy I had to surrender and put my year and a half old son to bed.  "I love you Bruce" I said as he walked out the door.  "I am not angry".  I watched his truck pull out of the driveway.  The night was dark and the tail lights faded like a setting sun as he drove away.

    

     In the morning I awoke to the sounds of my son stirring beside me.  I picked him up and headed for the bathroom to change his soggy diaper.  The bathroom door was slightly closed.  I pushed it open to find his gray toes emerging from the Burgundy tile wall to my right.  Immediately a feeling of complete emptiness encompassed my entire being.  The bathroom floor a sheet of ice beneath my feet.  I was unable to speak and unable to hear anything around me.  I walked towards him without even telling my feet to move.  My son had gone over to sit on his chest.  "Daddy" he said.  The gurgling sound like that of the last water to descend down the drain once it is released from an emptying sink.  I panic and try to revive him using mouth-to-mouth resuscitation.  Nothing is working.  I am too late, he is gone. My husband lying is on his back is lifeless in his blue and green plaid flannel pajama pants and gray shirt.  He had become that yellow balloon I could still see in the sky; separated by this enormous space that prevented me from ever having it firmly in my grasp again.

    

    With everything we lose there is pain. The loss of a husband and a father has not been easy on either of us.  It has been almost eight years since his passing.  Not one single day has passed that I have awoke and my first thought be of my husband lying lifeless on the bathroom floor.  The image is so vivid.  His body lying on that cold, burgundy tile floor with that blank stare on his face.  I feel the anger and resentment.  I want to scream and yell at him for leaving my son and me.  The image fades and the feelings diminish only to have the entire scenario repeat itself the following morning.  I attended countless grieving groups as well as counseling however nothing has ever been able to erase that image.  I have developed coping skills and learned about the stages of the grieving process.  My son and I have had our struggles.  The holidays for example are filled with bright lights, joy and happiness however something is always missing.  What do you tell a child who is crying when he is in pain because his school is holding a father/son luncheon in honor of Father’s Day?  How do you ease the mind of your child who fears losing his mothers just as he lost his father?  Or what do you say when your child says, “why us Mom, why did this have to happen to us”? 

    It is amazing how losing something can impact our lives on many different levels.  My son and I have learned that we have to walk through the pain.  In order for us to find the gains from our loss we have had to face our struggles.  Over the years my son has come to realize that a mother can be a father also.  Together we have learned to talk about our fears and face the challenges as they come into our lives.  Our frequent visits to the cemetery seem to initiate conversation about the man we both love and miss.  We sit and we talk.  I tell my son stories about his dad and we laugh and we cry as well.  We can share our emotions with each other and truly respect each others feelings.  We have been able to find comfort and healing in one another.  Several recent incidents symbolize our ability to find comfort and healing as well as exemplify our gains.

      Up until a few weeks ago Colby has never known the true cause of his father’s death.   I returned home one evening last week from a meeting to find my son waiting at the door.  As I entered the kitchen his face was pale and his expression was blank.  “Can we talk?” he asked.  As we walked upstairs together I was filled with an uneasy feeling, my son was struggling.  Upon entering my room he explains that he read my essay. Unintentionally I left the first draft of my essay on the computer.  Without another word exchanged we begin to embrace one another and cry.  Tears seem to flow endlessly as well as the hours that followed filled with deep conversation.  My son has learned to communicate, feel and express his emotions.  He has truly become a strong nine year old boy with the understanding and the ability to walk through his fears.  We discuss the reality and the power of addiction.  We discuss my past and my recovery as well.  We both have entered into another level of healing together and although the pain exists; the truth has set us free.

     On the day that followed my son and I decide to go to the store.  On the way we are both smiling.  My son’s eyes are filled with excitement as if we are going to buy his favorite video game instead we are buying a yellow balloon.  The music on the radio plays as we both sing along exchanging glances back and forth; smiles on our faces.  As we approach the cemetery my son turns off the radio and says, “Mom I love you and thank you for being real”.  I turn and thank him.  We walk over to the gravestone with our yellow balloon firmly in our grasp.  Together we count one, two, and three…..voluntarily we release the string as our yellow balloon dances, floating peacefully into the wide open sky.  We embrace one another and we feel the joy in knowing how much we have truly gained especially in the past few days. 

     As for me and my own self-discovery; I am free from the morning image that has haunted my mind for so very long.  In writing and finding a new perspective on my loss I have found an inner peace.  I feel free. Everything we have gained from our loss has enhanced our relationship with one another as well as with others.  My son and I will always encounter struggles however today I feel just like that yellow balloon dancing in the sky.

Essay2 Final draft

     In the small town of Somerset, Massachusetts a local establishment, The Somerset Country Store exists.  This small popular convenience store is centrally located on the main road, route 138.  Convenience is certainly this stores main purpose.  Although this store is small in size it is large in providing the customers with daily provisions.

     The outside parking lot is designed to access eight to ten vehicles at a time.  There is a

fuel station island that contains four individual gas pumps which provides the customer

with the choice to put gas in their car before or after shopping or just fuel up and go.  No

matter what the preference, gas is available for purchase.  The actually building itself is a

single level store that is tan in color.  Vinyl siding spreads horizontally from one end to

the other, a simple design that is only interrupted by two bow windows located on the

right and left side of the single glass entrance door.  For a new or unfamiliar

customer there is not a clear view to the interior of the store as the large windows are covered with posters and banners.  The advertisements are scattered like a collage in the windows informing the viewer of beer specials and of particular brands of beer that are available.  The banners are bold colors; mainly blue, black, red, all on a white background.  There is a single electric sign that hangs in the left front window which is black with three illuminated, large, green capital letters; A T M on it.

     In an article titled “The Science of Shopping” written by Malcolm Gladwell there exists a concept called the Invariant Right which refers to the idea that most shoppers turn right when entering a retail establishment (Gladwell, 1996).  This in fact holds true for me as I enter and hear “hello my friend” from John the cashier behind the counter to my right.  I stop and exchange a few words.  “Can I buy you a coffee and a malasadas?” another gentleman asks who is standing there with a few other customers enjoying coffee and conversation.  “Not today” I reply.  “I insist, please join us” he says as I continue past and proceed to get my gallon of milk.  John continues to speak in Portuguese to the others and they all continue to laugh and smile together.  This interaction is familiar and common each time a customer such as myself enters the store.

     This particular establishment has low ceilings and dim lighting. To many it may immediately be compared to the interior of a small bar room with its wooden floors and wooden paneled walls which are oak in color. To the immediate right is a checkout counter. Straight ahead are four aisles that are quite short in length.  Running along the back wall are coolers for milk, dairy and beverages.  On the left the wine and beer encompass a large square area of the store. The wine bottles are arranged accordingly and have a stain-glass window like affect as the colored glass bottles line the shelves row after row.  Multicolored banners hang along the perimeter of the store which is easily noticed with the low ceiling and the dim lighting reflecting off of them. An array of different shades radiate from the products such as Coca-Cola, Lays Potato Chips and Kraft Macaroni and Cheese that are on the shelves of the aisles. Budweiser, Miller and other famous beer labels fill the coolers. The beer is stacked from the floor to the ceiling giving off their own shiny tints like a display of holiday lights.  The vibrant themes are evident and draw the attention of the consumer to the products they represent.  The lighting may be dim however the signs, labels, and products portray a hue of energy that is tremendously enticing to the eye. 

     Layout of the establishment speaks volumes.  Again, Malcolm Gladwell’s article “The Science of Shopping” mentions that most shoppers tend to enter a store and do a scan.  It is also mentioned that our world is set up to suit right-handed individuals. (Gladwell, 1996).  This holds true for the shoppers at this establishment who are primarily men; one may enter turn left to get beer and wine products, proceed to the right for their milk, and keep to the right to enter up an aisle finally bringing them directly to the checkout counter.  An amazing floor plan.  For those who do not want to purchase beer and wine; straight to the back of the store for milk or beverages then turn right for products in aisles then head straight for the register.  In the event that there are no purchases to be made it is still imperative that a customer turn right to pay for gas or make purchases of cigarettes and/or lottery tickets.

     Most convenience stores are intended for the purchase of milk, bread, cigarettes, and beverages.  In the case of this retail store, the plan calls for the consumer to walk past many temptations to get from the door to any of these products.  At the register alone one will face many eye catching displays.  Flashy scratch tickets line the entire back wall behind the register as well as numerous brands of cigarettes and as one makes a purchase there is ironically a full display of toys to the left of the register to meet the buying power for even your child.  The lottery machine sits at a ninety degree angle from the register also conveniently located to the right. 

     In terms of purchasing power; gas is the number one seller followed accordingly by cigarettes, scratch tickets from the lottery, beer and wine and finally milk takes last.  The average customer at this store tends to spend at least twenty dollars and approximately 2000 customers frequent this store daily however weekends and holidays increase sales dramatically.  For a small country store it serves a large number of consumers.  The population that makes up the majority of customers is of Portuguese ethnicity.  Portuguese wine, beer and bread are commonly purchased items.  The aroma that fills the air upon entering makes the consumer tempted by the pastry and sweet bread that is on a large oblong table assembled neatly in rows directly to their left.  Portuguese members of the community feel at home not only with the choices available and conveniently the clerk and family running the business speak their language.  Again as mentioned in Gladwell’s article it states that the store environment has to work for the population of customers that it serves.  People want to come in and out finding what they want; making their choices and leaving satisfied.  The concept of one-stop shopping is truly an amazing concept (Gladwell, 1996).  It is in a store such as this that a customer finds the convenience of buying multiple items all in one store; the choices are there no matter who enters with intention to buy.  A clientele of town residents are all in search of convenience when they approach a business such as this.  Mainly men shop at this location.  The woman is more apt to be at the supermarkets buying in large bulk whereas the man is more of an in and out shopper; getting what is needed and leaving.  John explained to me that if a woman does come in she tends to buy milk and a few other products.  She enters and goes directly to the milk located at the back of the store and may pick up a few other items as she saunters back up toward the register. The milk seems to be strategically placed in full view in effort to have to consumer pass through the aisles and make additional purchases just like another concept in “The Science of Shopping” that described the one-floor store where most retailers will put the men’s items up front mainly due to the fact that men do not like to pass through other areas of a store if they do not have to (Gladwell, 1996).  Men buying milk are forced to go to the back of the store and strategically may cause the additional purchase of chips or snacks to accompany their beer.

     After spending time observing any retail establishment it is evident to the observer the clientele that the store attracts as well as the products that the store sells.  Some stores are primarily aimed to meet the immediate needs of those they serve, while others are to meet other, not so immediate needs such as clothing and shoes. No matter what the purpose,

the ultimate goal is to produce revenue and be successful.  As a customer I do not always look at the approach that the retailer takes in the appearance and at the layout of the business.  I, along with many others tend to focus on the product.  After careful observation and some insight as to the “science of shopping”; a consumer can get a better perspective on not only the business, but also gain a different perspective on their own shopping experience as well. 

    

    

Works Cited

Gladwell, Malcolm.  “The Science of Shopping.”  The New Yorker 4 November 1996.    

Essay 2 - Somerset Country Store

       In the small town of Somerset, Massachusetts a local establishment, The Somerset Country Store exists.  This small popular convenience store is centrally located on the main road, route 138.  Convenience is certainly this stores main purpose.  Although this store is small in size it is large in providing the customers with daily provisions.

     The outside parking lot is designed to access eight to ten vehicles at a time.  There is a

fuel station island that contains four individual gas pumps which provides the customer

with the choice to put gas in their car before or after shopping; or just fuel up and go.  No

matter what the preference; gas is available for purchase.  The actually building itself is a

single level store that is tan in color.  Vinyl siding spreads horizontally from one end to

the other, a simple design that is only interrupted by two bow windows located on the

right and left side of the single glass entrance door to the store.  For a new or unfamiliar

customer there is not a clear view of the interior of the store as the large windows are covered with posters and banners.  The advertisements are scattered like a collage in the windows informing the viewer of beer specials and of particular brands of beer that are available.  The banners are bold colors; mainly blue, black, red, all on a white background.  There is a single electric sign that hangs in the left front window which is black with three illuminated, large, green capital letters; A T M on it.

     As one enters this establishment with its low ceilings and dim lighting it may immediately be identified as similar to that of a small bar room; wood floors and wooden paneled walls which are oak in color. To the right is a checkout counter. Straight ahead are four aisles that are quite short in length.  Running along the back wall are coolers for milk, dairy and beverages.  On the left the wine and beer encompass a large square area of the store. The wine bottles are arranged accordingly and have a stain-glass window like affect as the colored glass bottles line the shelves row after row.  Colorful banners hang along the perimeter of the store easily noticed with the low ceiling and the dim lighting reflecting off of them. An array of color radiates from the products as well those

that line the shelves of the aisles; Coca-cola, Lays, Kraft Macaroni and Cheese for instance.  Budweiser, Miller and other famous beer labels fill the coolers and are stacked from the floor to the ceiling giving off their own burst of color like a display of holiday lights.  Colors are vibrant and evident drawing the attention of the consumer right to the products they represent.  The lighting may be dim however the colorful signs, labels, and products portray a burst of colorful energy that is tremendously enticing to the eye. 

     Layout of the establishment speaks volumes.  Malcolm Gladwell’s article named “The

Science of Shopping” mentions that most people look to their left first and then to the right; meaning shoppers tend to enter a store and do a scan.  It is also mentioned that our world is set up to suit right-handed individuals. (Gladwell, 1996).  This holds true for the shoppers at this establishment who are primarily men; one may enter turn left to get beer and wine products, proceed to the right for their milk, and keep to the right to enter up an aisle finally bringing them directly to the checkout counter.  An amazing floor plan.  For those who do not want to purchase beer and wine; straight to the back of the store for milk or beverages then turn right for products in aisles then head straight for the register.  In the event that there are no purchases to be made it is still imperative that a customer turn right to pay for gas or make purchases of cigarettes and/or lottery tickets.

     Most convenience stores are intended for the purchase of milk, bread, cigarettes, and beverages.  In the case of this retail store the plan calls for the consumer to walk past many colorful temptations to get from the door to any of these products.  At the register alone one will be faced with many other eye catching colors and displays.  Flashy scratch tickets line the entire back wall behind the register as well as numerous brands of cigarettes.  Just as one makes a purchase there is ironically a full display of toys to the left of the register to meet the buying power for even your child.  The lottery machine sits at a ninety degree angle from the register also conveniently located to the right. 

     In terms of purchasing power; gas is the number one seller followed accordingly by cigarettes, scratch tickets from the lottery, beer and wine and finally milk takes last.  The average customer at this store tends to spend at least twenty dollars and approximately 2000 customers frequent this store daily however weekends and holidays increase sales dramatically.  For a small country store it serves a large number of consumers.  The population that makes up the majority of customers is of Portuguese ethnicity.  Portuguese wine, beer and bread are commonly purchased items.  The aroma that fills the air upon entering makes the consumer tempted by the pastry and sweet bread that is on a large oblong table assembled neatly in rows directly to their left.  Portuguese members of the community feel at home not only with the choices available; the clerk and family running the business speak their language.  Again as mentioned in Gladwell’s article; the store environment has to work for the population of customers that it serves.  People want to come in and out finding what they want; making their choices and leaving satisfied.  The concept of one-stop shopping is truly an amazing concept (Gladwell, 1996).  It is in a store such as this that a customer finds the convenience of buying multiple items all in one store, the choices are there no matter who enters with intention to buy.  A clientele of town residents are all in search of convenience when they approach a business such as this.  Mainly men shop at this location.  The woman is more apt to be at the supermarkets buying in large bulk whereas the man is more of an in and out shopper; getting what is needed and leaving.  A family member working at this store told me that if a woman does come in she tends to buy milk and a few other products.  She enters and goes directly to the milk located at the back of the store and may pick up a few other items located in the aisles as she saunters back up toward the register. The milk seems to be strategically located in the back in effort to have to consumer pass through the aisles and make additional purchases; like the concept in “The Science of Shopping” that described the one-floor store where most retailers will put the men’s items up front mainly due to the fact that men do not like to pass through other areas of a store if they do not have to (Gladwell, 1996).

     After spending time observing any retail establishment it is evident to the observer the clientele that the store attracts as well as the products that the store sells.  Some stores are primarily aimed to meet the immediate needs of those they serve, while others are to meet other, not so immediate needs such as clothing and shoes. No matter what the purpose;

the ultimate goal is to produce revenue and be successful.  As a customer one does not always look at the approach that the retailer takes in the appearance and at the layout of the business; people tend to focus on the product.  After careful observation and some insight as to the “science of shopping”; a consumer can get a better perspective on not only the business, but also gain a different perspective on their own shopping experience as well. 

    

    

Works Cited

Gladwell, Malcolm.  “The Science of Shopping.”  The New Yorker 4 November 1996.