Dicks Sporting Goods, mounted at the very top of the store’s entrance. It has a basketball ,soccer ball and a baseball in between its name. Inside the store, you will see different types of athletic wears, gears, sneakers etc. Pictures of top athletes wearing different kinds of sports brands such as Nike, Adidas, Puma, Reebok, Polo, Jordan etc. Each brand has it’s own space organized from the rest. In addition, sports products brands neatly arranged separately from each other, sneakers separated from clothes. Sales associates and other Dicks workers walk all around inside the store. Customer go around looking for their desired sports gears. They try some of the gears and gadgets on. The check out station is located close to the exit door. Security guards walk in the store in and out of the store.

             The name of the store is mounted at the very top of the building to make it visible for people far from the store. Basketballs, baseball and soccer ball between the store’s name advertises what’s being sold in there. Moreover it gets the attention of people who engaged in sports. Pictures of athletes wearing different kinds of brands appeals to their fans, making customers want to buy and wear sports gears like their sports idols. People have different kinds of brands in which they are interested in buying their products, separating the brands from each other makes it faster and easier for customer to find what they desire. furthermore, Sneakers and clothes arranged separately at different corners makes looking for sneakers go straight to the sneakers section and those looking for gear clothing to also go straight to that section.

Dicks Sporting Goods is mostly occupied by customers and its workers. Workers often welcomes customers as soon as they enter the store. People try on some the sports gears with smiles on their faces. They look in the mirror whiles trying it on. A boy between age 3 and 5 picked up one of the football boots with “Seattle Seahawks” mascot on it. He kept his mother to buy it for him even though the size of the boot was way bigger than his leg. His mother told him,” i can’t buy this for you, it’s for adults”. His mother picked him up and placed him in the shopping cart, he kept insisting and crying over the boot. His mother paid for what she bought and exited the store but still this was still crying for the boots.

                                    People involved in sports such as school, professional athletes and sports fans often occupy this space  Customers from different kinds of ethnicity, short, tall, black, white etc. Shoppers in groups speaking different kinds of languages, different sexual orientations or genders, parents, children, ages between 2-50 years can be seen in the store most of the time. Sometime people occupy this space just to window shop without making any purchases.. Dicks employees walks around in the store in blue colored shirts and help customer find what they are looking for as well as answering customers questions. Security officers walks in and out most off of the time to make sure customers shop in a peaceful and secured surroundings.

I approached a 5’9, dark African-American man with Afro hair, wearing a blue shirt with the Nike logo on his left chest, blue jeans with headphones on in a Dicks sporting and goods store. He spent 5 minutes of his time to answer my interview questions.

Me: Hi, what’s your name?

Michael: “Michael” he answered.

Me: Am Prince, can i ask you few questions about Dicks Sporting Goods?

Michael: Yeah, sure!

Me: What is your affiliation with Dicks?

Michael: Am here trying to buy a soccer shin guard.

Me: why do you choose to come to Dicks?

Michael: I mostly find what i am looking for over here, and its 2 miles from his house.

Me: Ok! what do like about this place?

Michael: It has a peaceful and calm environment, it’s also easy to find what i want without wasting much time.

Me: What would you like to change about this place?

Michael: The location of the fitting room and also place more mirrors besides clothing shelves.

Me: What influenced you to visit Dicks versus other similar stores?

Michael: It has different athletic brands and sport gears, the items are neatly organized as well.

Me: Would you recommend Dicks to others?

Michael: Definitely, they sell quality and long lasting products?

Me: How long have you been shopping at dicks and have you ever come across a mean customer service?

Michael: I have been shopping over here for almost 4 years. I came across one mean worker who was refusing to answer my questions.

Me: Thanks for letting me interview you.

Michael: You are welcome.

I exited the store and he continued shopping.

~pdarko1