Bên cạnh Phân tích "Cyclists and car drivers today share the same road, and this can cause some problems. What are the problems? What can be done to reduce these problems?" (kèm bài được sửa của HS đạt 6.0 đi thi thật ngày 13/6/2020, IELTS cũng cung cấp 31. Why do supermarkets place the "dwell zone" on the right-hand side of the entrance?: Đề thi IELTS LISTENING (actual test)
I. Kiến thức liên quan
II. 31. Why do supermarkets place the "dwell zone" on the right-hand side of the entrance?: Đề thi IELTS LISTENING (actual test)
IELTS Listening Test: Questions 31-40
Questions 31-34: Multiple Choice (Choose the correct answer: A, B, or C)
31. Why do supermarkets place the "dwell zone" on the right-hand side of the entrance?
A. Because most customers prefer browsing newspapers and flowers
B. Because customers are more likely to relax and browse after entering
C. Because it is close to where impulse items are placed
32. What is the main purpose of placing everyday items like bread and milk at the back of the supermarket?
A. To make customers feel like they are accomplishing a long shopping journey
B. To encourage customers to walk through the entire store and pick up other items
C. To ensure customers spend more time selecting these products
33. According to the lecture, why are cheap items, such as tinned food, placed at the bottom of shelves?
A. To make customers appreciate more expensive items
B. To make cheaper items less visible to customers
C. To make space for more popular items at eye level
34. What is one key reason supermarkets rotate items displayed at the checkout area?
A. To quickly adapt to customer mood and weather conditions
B. To prevent stock from becoming outdated
C. To surprise customers with new offers after they finish shopping>> Form đăng kí giải đề thi thật IELTS 4 kĩ năng kèm bài giải bộ đề 100 đề PART 2 IELTS SPEAKING quý đang thi (update hàng tuần) từ IELTS TUTOR
Questions 35-40: Summary Completion
Complete the summary below using ONE word only from the script.
Retail psychology has revealed that supermarkets invest millions into designing layouts that influence customer behavior. For instance, the entrance, called the 35 ______ zone, remains empty to allow customers to adjust after entering the store. Meanwhile, areas like the 36 ______ aisle contain bundled items such as barbecue essentials that customers may not have planned to buy. Everyday items like bread and milk are placed at the back, forcing customers to pass through many aisles, encountering more 37 ______ items. In addition, products on the shelves are strategically arranged, with more expensive items placed at 38 ______ level, while cheaper products are often harder to spot lower down. Finally, supermarkets frequently change the items near the 39 ______, offering things like sunglasses when it’s sunny or 40 ______ when it rains.
III. Đáp án
Answer Key
Questions 31-34: Multiple Choice
31. B. Because customers are more likely to relax and browse after entering
Explanation: The script mentions, "The dwell zone is the area on the right-hand side by the front door where you're encouraged to relax and browse."
32. B. To encourage customers to walk through the entire store and pick up other items
Explanation: The script states, "They want us to walk through the whole store to get them in the hope we will buy other things along the way."
33. B. To make cheaper items less visible to customers
Explanation: The script explains, "Well, they're normally placed very low on the shelves. Basically, the supermarkets don't want the cheapest products to be ones you see first."
34. A. To quickly adapt to customer mood and weather conditions
Explanation: The script states, "Supermarkets can change what's on offer almost by the hour. So, if the sun comes out, the checkout is an ideal place to display sunglasses."
Questions 35-40: Summary Completion
35. decomposition
Explanation: The script says, "This area immediately around the entrance is what retailers refer to as the decomposition zone or the dead zone."
36. power
Explanation: The script mentions, "This is the area of the supermarket where the strongest offers are displayed [...] The power aisle has a very powerful effect on sales."
37. destination
Explanation: The script states: "That's why items like these are often called destination goods."
38. eye
Explanation: The script explains, "They place them at eye level. It's often quite hard to spot items like cheap tinned food."
39. checkout
Explanation: The script states, "Finally, let's have a look at the checkout area here."
40. umbrellas
Explanation: The script says, "If it rains, umbrellas can be placed there instead."
Listen carefully to the talk and answer questions thirty-one to forty.
Hello, everyone. Let’s get started on the final lecture in our module on retail psychology. Today we’re going to focus on supermarket layouts and how retailers display their products to encourage us, as customers, to spend as much money as possible. It’s an interesting topic.
Now, most of us don’t actually realise that the layout is deliberately designed to make us part with more cash. In fact, millions of pounds are spent on research into the psychology of shoppers and what motivates us to buy.
So, let’s have a look at an actual supermarket layout. Here’s the entrance to the store. Just here. This area is immediately around the entrance is what retailers refer to as the decompression zone or the dead zone. This is where customers recover from the environment outside. By this, I mean they adjust indoors. For example, it’s where they might put their keys in their pockets or take off their sunglasses—these kinds of things. So, what do you notice about this area? It’s very empty, isn’t it? Yes, it’s pretty much clear of stock altogether. This area is not designed or used to sell anything. Supermarkets never put any merchandise here because they know that no one is ready to buy yet. However, the retailers want their customers to feel comfortable. If they’re in a relaxed state of mind, they’re much more likely to stay longer and spend money.>> IELTS TUTOR có hướng dẫn kĩ SỬA BÀI IELTS WRITING TASK 2 ĐỀ THI THẬT NGÀY 22/8/2020 của HS IELTS TUTOR đạt 6.5 Writing
Now, let’s look back at the entrance again. It’s interesting, but we know that three-quarters of us look right, not left, when we go into a supermarket—so, 75% of people. This gives supermarkets a great opportunity to hit us with promotions and offers. So, near the front door, you might also find what we call the dwell zone. The dwell zone is the area on the right-hand side by the front door where you’re encouraged to relax and browse. You will usually find newspapers and flowers here to help you do exactly that.
Moving on from the dwell zone, we come to the power aisle. This is the main route customers return to after venturing into nearby aisles, and this is where the strongest offers are displayed. For example, you might see a sign that reads “Barbecue Time,” and you’ll see all the items you could possibly need for a barbecue: charcoal, sauces, skewers, and drinks. Everything you need, all in one place. Were you planning a barbecue before you went shopping? Do you even have a garden? Yes, the power aisle has a very powerful effect on sales, even though most of us don’t realize we’re being sold to here.
Now, let’s think about fruit and vegetables for a moment. They’re always located towards the front. Why do you think this is? Yes, fruit and vegetables are always at the front because it gives the supermarket a “healthier” image. And let’s think back to flowers and newspapers, which we mentioned earlier. These items are displayed near the front on the right. They’re known as distress goods. Why? Well, these are goods that we often buy in a hurry or on impulse. In other words, we probably weren’t planning to buy at all, but the supermarkets want us to feel good about our very quick, rushed shopping.
What about everyday items like bread, milk, or cereals? They’re always placed right at the back of the supermarket. Yes, in this area. Why? Again, this is a deliberate strategy by supermarkets. When they want us to walk the whole store to get them in the hope we will buy other things along the way. That’s why things like these are often called destination goods.
We read prices placed on the shelves also makes a real difference. We read shelves a bit like a book—across our eyes on the right. Retailers want you to focus on the more expensive products displayed at eye level. It’s often quite hard to spot items like cheap tinned food. Why is that? Well, they’re normally placed very low on the shelves. Basically, supermarkets don’t want the cheapest products to be the ones you see first.
Finally, let’s have a look at the checkout area. Now, we all know that sweets are deliberately placed within the reach of children at the checkout, but all kinds of things are displayed at checkouts these days. In fact, supermarkets can change what’s on offer almost by the hour. It’s a quick and easy way for them to rotate their stock. So, if the sun comes out, the checkout is an ideal place to display sunglasses, and if it rains, umbrellas can be placed there instead.
Now, does anyone have any questions?
That is the end of section four.
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