I will read :
Subject 1 : Eastern-European male
Approximately 35 years old. It was obvious that his was just killing time in the bookstore - he spent 30 minutes then left.
Subject 2 -School teacher - Approximately 50 years old, she has spent around 30 minutes walking around aimlessly. Finally she talked to the store clerc and purchased a book.
Subject 3 - Caribbean/Indian Approximately 21 years old, dressed for a party, she has spent most of her time in the science fiction section.
Subject 4 - The bouncer - Stocky, tattooed male around 30. Has spent quite a lot of time in the discount section, read books with great attention. Around 40 minutes.
Participant experiments
1. Talking to customer service. I participated in the buying process - talked to store clerks, however they guided me to healthcare section, then to the computer station. However, I could not find the book I was looking for.
2. Buying a book - Something made me to go Bestsellers book stands. After, browsing through the titles, I stumbled upon “Guns. Germs, and Steel - the fates of human societies”. what really made me buy at it, was a shiny sticker, which said:”Winner of Pulitzer Prize”.

Interpretation
What I didn’t expect is that for a lot of people buying books at a bookstore is not always the priority. Many come here just to wander around or have some private time or discuss personal life with friends. It also occured to me that few people look for anything specific. Only one of my subjects, chose the book right away. I didn’t notice other customers buy a book within 3-5 minutes of their entry.
We can link people’s desire to spend extra time here as a way of satisfying need for belonging. Perhaps, coming to bookstores, makes them feel like a member of “high-society”. Or, they perceive reading as a way for self-improvement, thus satisfying need for self-actualization.
Also we noticed customers always check the best seller section in the store, perhaps because of cialrinis principal of social approval. What is popular is probably good. on the other hand, people rarely go to the discount section... Again tpeople might think that nobody is buying these books, therefore they are not scarce or not approved by others. Cialdini . When I bought a book, the fact that it was award winning, and approved by others really did it for me. people sit on the floor

Marketing Applications
1.Make the store a more pleasant experience/ sell experience - we have noticed that for a lot of people going to a bookstore is more about spending good time that actually looking for anything specific. Therefore we recommend to make book buying a more pleasant experience by installing plants, special mat so people can sit on the floor, which they do anyways, additional sockets for indoor cafe and generally we have noticed that voices and smells from a Starbucks really made the atmosphere more comfortable, so we recommend installing a Starbucks in every outlet.
2. Remove discount section/put discounted books at random - putting books in the discount section cheapens them, we recommend just putting discounted book at random through the store.

Psychological push factors:
Taking a break : people want to break from work or personal life
Feeling lonely or need for belonging : buying or reading a book is a social event. Perhaps some just want to be around other people when they do these activities.
Need to be occupied : sometimes people have some free time before an event or are waiting for a transport of friends.

PART ONE.
PLACE: CHAPTERS , 2029 KENNEDY ROAD, Scarborough.
This location is situated near a major intersection in central Scarborough. One can find a multitude of small boutiques and supermarkets around. This area is considered to be low-to-medium income level and has a high percentage of South Asian population. The store itself has a Starbucks outlet inside, which is quite popular with students, including the ones who attend UTSC. While the ethnography was conducted, people of all ages and backgrounds were observed as customers. The bookstore is the major Indigo branch in Scarborough, offering thousands of books, pleasant atmosphere and great customer service.

Summary
The Indigo Store features nice, relaxing atmosphere that feels alive thanks to the voices of cafe’s baristas.
The Starbucks tables are all occupied with mostly studying students or chatting friends. First customer that was observed appeared to be of European descent. He spent close to 30 minutes aimlessly and nervously walking around the store, never reading a book for too long. He left without making a purchase. While there are many computer stations throughout the store, nobody used them immediately once they have entered. The buying pattern that was observed, suggests that people rarely look for anything specific. Perhaps, the overall experience of book buying is quite important. Later, A woman in her 50s has been walking around the store for more than 20 minutes. She was dressed in a long beige coat and wore glasses. Something tells me she is a school teacher or related to education sphere. Her movement around the bookstore has been chaotic, however, she has bought a books some time later. Another buying pattern our group has noted was that people almost always check the Bestseller section. Perhaps, it is important for people to know that the books they are buying are popular and read by many. This theory adheres to Cialdini’s principle of social approval.
A young woman in her early 20s, of Indian or Caribbean origin, then walked into the Starbucks. She was dressed in dark colours, and leather pants - hardly a bookstore dress. She purchased a drink and proceeds to the nearest book section. 15 minutes later, and , surprisingly, she was still standing near science fiction isle. It appears she has been reading one or maybe 2 books. She grabbed one, but kept walking aimlessly around the store. The young woman disappeared, but several minutes later she reappeared with a store clerk, it looked like they were both looking for something. It was not possible to see what section they have stopped at, however, the young woman goes to the counter with the only science fiction book. Several female customers were observed together as well. They have spent much time browsing through books, however, their main goal seemed to be to discuss personal life. However, virtually no couples or families have been noticed. Later on, came shaved-head, stocky male with tattoos on his neck, dressed in a black T-shirt, jeans and white sneakers. The word “Bookworm” just doesn’t come to mind when you see people like that. However, he has been there for more than 30-40 minutes and has been examining books in different sections with great attention. Interestingly, he spent a lot of time, walking around the discounted selection isle, which is among the biggest in the store. Only fiction stand is bigger, however, no customers were observed to spend much time in that section.