On the contrary, the size of the store also posed some limitations on the study. First, the pasta and breakfast cereal section was located quite far back in the store, which may have inhibited the consumer flow to these specific categories. Another issue is that a larger store format might have posed some limitations on the variety of consumers that shop there. Consequently, we may have had more planned and ``all week'' shopping in this store. However, the last limitation might to some extent be outweighed by the fact that the store was located right next to a large shopping mall; ``Center Syd'', and that this might have generated a more varied consumer base since the mall shoppers may have stopped by the store because of its convenience without necessarily planning to do so ahead.

\section{2.3 Data Collection -- Structured Observations}

As previously stated in the research strategy part (see section 2.1.3) this thesis uses a quantitative approach as the research strategy and structured observations was used as the data collection method. For the purpose of this study, quantitative observations were conducted in an in-store environment. This type of observations entail systematic recording of specific behavioural patterns of the phenomena of investigation \cite{Malhotra_Birks_2003}. However, observations were not the only data collection method possible for the purpose of distinguishing the behavioural nature of healthy and non-healthy consumers. Survey techniques, for example, could have been a potentially useful method since surveys have the potential to capture the reasons for a specific behaviour \cite{Bryman_Bell_2003} and hence the emotional aspect of the behaviour can at least be measured to some extent. However, survey techniques, at least by its own, have the risk of only measuring intended behaviour and, as previously argued; intended and actual behaviour is not necessarily the same. Since so many previous studies have focused on intended store behaviour, we found a need to investigate what actually occurs in front of the shelves. Hence, an observational data collection method seemed like the most appropriate choice even though this method to some extent neglects the emotional aspect of the consumer.

\subsection{2.3.1 Execution of the Observations}

The observations in this study were of a structured nature to capture the occurrence of specific behavioural variables by the consumers in the store when choosing between healthy and regular varieties. The observation technique used was what Malhotra and Birks \cite{Malhotra_Birks_2003} define as personal observations. Thus, the observations were observed and recorded by the researchers themselves, rather than by using electronic devices to record the behaviour.

The observations were conducted by the two authors of this study in the selected store (ICA Maxi L\"oddek\"opinge) on the specific categories in focus (breakfast cereal and pasta). The observations took place during four days in April. The authors made an attempt to make the observations during different weekdays and during different times of the day to try to capture as much variety of consumers as possible.

An observational schedule was used by the researcher to record the occurrence of the behavioural variables looked upon in the study (see Appendix B). According to Bryman and Bell \cite{Bryman_Bell_2003}, an observational schedule should be designed so that it is clear to the observer what and who is to be observed. It should also be clear to the observer in which part of the setting studied that the observed behaviour should be recorded. The schedule was initially tested in a pilot study to confirm that both the observers had the same view on what, whom