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Compare the shopping hierarchies of two different shops, both providing a contrasting shopping experience. The two shops in question are the local corner shop, on Northfields Avenue, at the corner of Julien Road, and the nearest Waitrose in West Ealing.

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Introduction Why I am doing this project For my GCSE geography coursework project, I have chosen to compare the shopping hierarchies of two different shops, both providing a contrasting shopping experience. The two shops in question are the local corner shop, on Northfields Avenue, at the corner of Julien Road, and the nearest Waitrose in West Ealing. I am doing this project because I am interested in how area, transport and economies of scale affect the way people shop; the different types of people that shop and the price of the goods they purchase. Once we have identified what these differences are, we can then move on to explain what this means on a national scale, and how shops can each be put into different levels on the shopping hierarchy. The Area Ealing is a leafy west London borough that encompasses Ealing Broadway, North Ealing, South Ealing, Acton, Hanwell, Greenford and Northholt. The borough has a population of 300,984 according to the 2001 national census. London Borough of Ealing The borough of Ealing has borders with Hammersmith and Fulham, Brent, Hounslow, Harrow and Hillingdon. ...read more.


Examples of high order goods are electrical goods and devices, furniture or any other items that are not easily found in normal shops. The spheres of influence for shops dealing with these types of goods are large because people will travel to get a cheaper price on goods that they spend more money on. Medium order goods are products such as exotic fruit and food, and fresh foods such as meat and fish. The local Waitrose stocks many products that are a mixture of medium order and low order goods. The local corner shop sells less of a variety of goods, and the goods are nearly all-low order. Customers are likely to come from further away to visit Waitrose, and visit less often because they can purchase a wider range of products, which are cheaper than at the corner shop. This means they will buy in bulk. The local corner shop has a smaller sphere of influence but customers buy goods from there more often. This is due to the fact that customers will not travel as far for low order goods found in many places, but customers will be regular because low order goods are necessary. ...read more.


Waitrose also has car-parking facilities and is a large shop. Its sphere of influence should be larger than a shopping street because of the wide range of goods, which means that people come for their weekly shop and buy in bulk. Therefore in the shopping hierarchy, Waitrose is higher than the local corner shop. It has a larger sphere of influence and stocks medium order goods, whereas the local corner shop sells mainly convenience goods. There are fewer shops like Waitrose, therefore the competition that Waitrose has is not as much as the local corner shop. There are many convenience stores on the same road as the one I have chosen, and around the area. Meaning the sphere of influence will be less, and competition much greater than at Waitrose. Another reason that the sphere of influence is larger than in a corner shop is because it is a national retail chain. This means that Waitrose has many stores worldwide. National retail chains can demand cheaper prices for goods from suppliers than a corner shop. They can do this because the suppliers need their business more than that of a small shop that sells very few of their items compared to a chain of stores. ...read more.

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