Archive for Katharina

Research Project - Retail Environment

The retailing system utilizes Information as a key element. It’s a domain of perfect competition and the most effective way to drive a consumer the make a choice, which is the most profitable for the manufacturer and the retailer is by “correctly” representing the “Right” information. The consumer’s choice about products/commodities displayed in their “Natural” or Original state is purely experiential. It’s the “Branded” products which need appropriate explanations and sometimes, safeguarding. The consumer can be overloaded with information to make a confused choice, Can be provided with basic information to drive him for a first experience, can be lied to, to make a forced decision, or can be left on his own to make a wild choice. I’ll write about an experiential difference before touching a topic related to my research project.


From a standalone point of view, the first and biggest difference I experienced was about Mobility, Sometimes it’s takes less time in walking between two stops than using the Trains. Between any two points I had 4 choices, walking, Taxi, Train and Bus. However the transportation cost is much more than the Indian counterparts.

My Parents hometown is roughly as large as Hannover, and  for same distance I Usually have 3 (sometimes 4) choices, walking or TriCycle for short distance and City Bus and Auto-three wheeler for long  distances which are extremely over crowded and not at all inviting for people with more than 15% physical disability and in-fact, are often include health and life hazards. It is because the Shared Transportation elements in Indian cities (the Auto-rickshaw, Privatized City Bus system, the Local train system) are still able to capitalize on the emotions of the people. (large number of people obliged to reach their destination on time if not in time). And after further research and information gathering I found out that the same scenario exists in a developed country like Japan too.


Coming back to My original research topic, Retailing, I focused on the sense of time for a while. The difference in experience could be perceived as follows.

In a Micro-retailing scenario (A typical Indian general grocery store) if there are many customers, the shopkeeper and his assistant are lively communicating with the customers, may be in parallel, may be one by one, and even if the customer is not active, he/she does not feel like waiting, because when he/she is not ordering, still he/she is seeing the shop keeper talking and moving goods. So in customer’s perception, the time passes at the same pace during whole process.


In a superstore, the customer is left alone with the array of goods, and he/she is intensely and freely involved in making choices and doing the bill calculations etc. and time passes quickly in this process. When the customer finally reaches the “Queue” where he/she has to  pay, and starts waiting for his/her turn, the time slows down. The clock speeds up again when the counter clerk is rapidly swiping the bar codes and making the bill, it’s an excellant display of Motor-Coordination, by the time the customer is able to pick up even half the items from the counter, the clerk is already done with all the billing, weighing and printing process and is waiting for you to make payment.


welcome Peter Alwin and Deepak Singh

Congratulations to Peter Alwin and Deepak Singh for the scholarship from the DAAD - New Passage to India. Both of them are graduate at NID and will work with Katarina Krämer, Marie Kuprat and Birgit Weller on the research project: Universal Design Thinking. They will stay for two month at the department product design in Hanover.


teacher exchange

Marie Kuprat and Katharina Krämer stay now at NID for two months. Both of them work with Birgit Weller on the research project ”Adaptive Solutions in Universal Design”. They will report on the latest development of the project and coach a student project as young teachers on NID. They take a part in the project: „simple products” with Praveen Nahar.