Essay on Customer Centric Research At Kroger East Lansing
Kroger does very well at providing superior shopping experiences for its customers. It has friendly staffs, quality products and superior services. Of course, it still has some deficiencies, and there are also have some other stores have competitive advantages compare with it. Meijer Lake Lansing is the biggest competitor of Kroger East Lansing. And we are interested in how these two stores following the new rules of retailing; and also concern about how Kroger should do in order to grab market share from Meijer.
PART ONE: SELECTION OF COMPETITOR THROUGH CUSTOMER-CENTRIC RESEARCH
I did the research on Friday, October 2ed, 2015. And I interviewed 15 customers who made purchased at Kroger on this Friday afternoon. And according to the result of my survey, 14 of 15 interviewees said they would to go to Meijer Lake Lansing if they did not find what they wanted at Kroger, and the rest one just said she would not to buy if they could not get it at Kroger. So it is obviously that the biggest competitor of Kroger East Lansing is Meijer Lake Lansing. And the reasons for this result are mainly because of Meijer’s location and products. Meijer Lake Lansing is located at Lake Lansing area, the place very close to Kroger East Lansing store. It only takes no more than 10 minutes to walk to Meijer from Kroger. And Meijer provides various products, not limited to food related products. So customers I interviewed said they would come to Meijer Lake Lansing if they…