Sitting in the white plain galleria People of different ages, ethnicities, cultures and class were often seen at the same time in the shopping center. Most people were enjoying the entire sale that was happening at the moment. In the galleria I encounter both difference and familiarity; there could be disincentives for some groups. In particular, older people and many under-18s was happy for the holiday sale. People was shopping, eating, drinking and most of all having fun. People in their 20s and 30s dominated the shopping area at night; In contrast, older adults were present in the Mall mainly in the mornings and early afternoon, but strikingly absent almost everywhere by evening. Older people said they avoided many public places, especially after dark, because of inadequate facilities and transport, security concerns, and a lack of interesting activities appropriate for their age group. People observation is a term referring to the observation of people's actions. People observation draws upon in the following actions: body movement, face expressions, language behavior, way of thinking, and political views (Mind Expanding Techniques). You have to be careful not to be too focused while observing others because you will give the impression of a weird person. Also, you have to hear what other people say in order to make correlations between their movements and their words. The setting I performed my observation was at the grocery store which consumers and employees actions varied accordingly to what they were doing. On a typical day, 32 million American adults shop at a grocery store, one out of every seven adults nationwide. Compared with the overall U.S. adult population, grocery shoppers are a little older and much more likely to be female. Women account for nearly two-thirds of all grocery shoppers. On a typical day 17 percent of all women go grocery shopping, compared with only 10 percent of men (Today.com). The grocery store I went into was a Kroger and I figured why I was there I would shop as well. The setting of the store is laid out were the consumer can conveniently do their shopping in a manner that everything they buy has easy access to their cart. It was early morning when I started observing while I shopped so most of the people that were shopping were elderly. It was easy to see and figure out that most shoppers in this grocery store do their business in the evening after work or weekends. The economic factors that designed the layout of the space was combined with the cost of each product. Prices are not the only consideration of consumers. Health factors, product availability and in-store services are also important considerations (Nielsen). The socioeconomic status I feel that comes into play are for the average middle class American consumer due to prices. Doing the groceries can be a little bit tiring and fun at the same time, depending on your outlook in life. Despite the array of products, competition, prices, freebies, discounted ones, and other things on your plate, there is another thing I encountered while observing and shopping. I observed the hoarder, the one stop-shop buyer, the swipe till you drop buyer, the coupon shopper, the discount/loyalty buyer, the free taste buyer, the one who always has a list, and always the one who looks for the shortest line. These people are my favorite people to observe due to their impulsive behavior. The type of technology that I observed the most was the cell phone. Consumers have the habit of keeping a list of what they want in their phones. They also will pull up on google the coupon to show the employee to get their discount. The trend towards using mobile devices for shopping lists and looking up recipes while shopping is growing. Six percent of shoppers say they now view their shopping list online from a mobile device (Today's Shopper). I found that supermarket giant Kroger Co. is winning the war against lengthy checkout lines with a powerful weapon: infrared cameras long used by the military and law-enforcement to track people. These cameras, which detect body heat, sit at the entrances and above cash registers at most of Kroger's roughly 2,400 stores. Paired with in-house software that determines the number of lanes that need to be open, the technology has reduced the customer's average wait time to 26 seconds.