Appendix
The Choice of Products In-store

Choosing a product is complex. It requires many activities related to the diversity of the offer, the quality of the information, the ease of comparison, the possibility of coming to a solution with a competent seller, etc.

Here we will look at an analysis of the practical activity of making a choice in a self-service store: for example, choosing a pair of ski shoes (using excerpts from the study by Michel Jullien and Michel Millot, Salomon, 1992).

Choosing a particular type of shoe requires determining one’s own cases of use. When making a decision, it is important to:

– Be aware of the different options for the types of footwear on offer, and the information that is available about them.
– Look over each of the shoe models available; identify and compare the general appearance, the complexity and the brand, from one model to the next.
– Read the details of the different types of footwear or the different models; compare indications between models (e.g. the price) of competitive products.
– Compare all these elements with your idea of the ski boots you want to purchase and check the validity of the initial perceived indications.
– Use the assistance of a sales representative to agree on the direction chosen or to benefit from a possible reorientation.
– Begin to look at the first model of boots that are a potential candidate for being chosen (“touch to see”).
– Pick up the shoes, examining the shoes from different angles in order to get an overall image of the model.
– Identify key devices that could be implemented. Observe the way they are used (by possible third parties) then recognize the size of the shoe you are holding and the need to find the shoe size that fits.
– If necessary, seek the assistance of a sales consultant to review these elements or to receive additional information.
– If the shoe you are holding is the wrong size, put it down, return it to the assistant or put it back on the shelf where it was found.
– Determine the correct size of the shoes that you need, according to the height of the shoe or its size (this may vary depending on the brand).
– Recognize the existence of indications on display and/or a particular instrument for each shoe brand then buy them (if they are available).
– Read the displayed indications and/or perform foot measurements (understand and operate).
– Take the shoes off / keep the shoes in hand.
– Position your foot on the instrument for measuring the foot.
– Make use of any necessary devices, if necessary.
– Read the size indications provided by the measurement and memorize them.
– If there is any uncertainty (with operating, reading or any general fears), ask for the assistance of an adviser/seller.
– Among the previously selected models, look for shoes that are the right size.
– Locate (pick out, move to look at and read) the size indications on the available shoes.
– Access the shoes you are looking for, taking away or removing any shoes that block your access.
– Pick out and remove the desired shoes; taking them and holding them.
– Visually ensure that this pair of shoes is the desired one in all respects.
– Try out the shoes for potential purchase (regardless of the choice stage or the number of shoes already tried on).
– Test these shoes with the previously established conditions to verify them (depending on the current condition of the shoe).
– Determine (understand, guess, feel, look around at) the way the shoes are used, and follow by example.
– Then, open up the shoe and make sure that it is sufficiently opened.
– If necessary, ask a sales advisor or third party for assistance.
– Try to put the shoe on your foot (according to the initial posture adopted: sitting, standing, straightened, standing bent over, etc.).
– Push your foot into the shoe, which may or may not be successful, and may be with or without difficulty.
– Remove the foot or attempt to position it more comfortably in the shoe.
– Work out which direction works best.
– Grab, hold between your fingers, position and manipulate the shoe in question if necessary.
– Control the magnitude or amount of movements to be performed according to the effect produced and felt, if not previously assumed.
– Succeed or fail, noting whether there is an inability to reach the expected “shoe placement” state, leaving the adjustments in a state that is either better or worse compared to the shoe’s initial condition.
– Decide whether or not to continue to assess the shoe.
– If you are continuing, put the shoe in a setting for walking or resting while not placed on the skis, and try to walk or sit (by changing postures).
– Remove the shoe that was tried on (that was not supported, unappreciated, or at the end of the decision-making process).
– Then, open the shoe.
– Identify and access unlocking devices to put it into use.
– Pick up, hold, position and manipulate the elements provided in the correct way.
– Check that it provides the correct or sufficient condition for unlocking and recognize the possible need for other devices to be used to release your foot.
– If necessary, ask a sales advisor or third party for assistance.