Cereal Aisle Analysis Essay

1431 Words Jan 18th, 2013 6 Pages
Cereal Aisle Analysis
Assignment 1

Richelle Gibson
Charla Session-Reed
MKT305 Consumer Behavior

Identify the store and the day and time you made your observation.
In order for me to observe consumer behaviors, I went to my local grocery store Giant. Giant is a popular chain grocery store in my area and where I do all my grocery shopping. The two aisles I choose was the: Cereal Aisle and bread Aisle in order to see how consumer behavior varies for different products. In addition, realizing that consumers may behave differently depending on time of the day it is, I visited the store twice, once in the middle of week (around 2pm when there are not many shoppers there) and (around 5-6pm when the store is usually packed)
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Both of them are very cost-driven, which leads them to choose the products that are being sale and or discounted. By choosing these products, they are successful in minimizing the cost which is the most important value to this group.
Pick two specific consumers that seemed to be very different from each other. Contrast how these two (2) consumers progressed through the consumer perception process.
Consumer B and Consumer C appear to have a very different view process. Consumer C knows just what she wants: she is very much driven by experiential value. Maybe her past experience with a certain brand formed her perception of this brand. Therefore, she is very brand-loyal and knows exactly what she wants when she is in the aisle. It is hard to change her perception and promote a different product to her. Consumer B is different as her perception of a product doesn’t come from her own experience. It varies a lot with the behavior of her kid and maybe even the price. She makes the decision based on how much her kid likes or dislikes a certain product. As we know, children are not very stable and change their preferences very often. Based on my observation, it seems the mother’s perception changes with her kid’s reaction. She picked up many products and put many down along the aisles following her kid. In other words, the mother is not brand-loyal at all. Instead, she is more an impulse buyer: she buys the products

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