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Consumer Behaviour Project (Phase 3 & 4)

Product Category - Groceries Retail Store Food Bazaar

GROUP 7 Anuj Kr. Malviya (11PGDM073) M. Kavita (11PGDM-BHU004) Shradha Devidan (11PGDM111) Sumant Mikhail (11PGDM115) Tania (11PGDMBHU012)

Understanding the scope of the project.


Unstructured and in depth interview. Analysis of the interview in the group.
Citing the marketing implications of the internal influences on the product category .

Devising the advertising and promotional campaign for the store, FB, in our case.

Respondent Personality Trait


Pooja Alok swapnil Shashi Rashmi

Attitude

Self -Concept Emotions

Needs

Instability Extroversion Conscientious Agreeableness Conscientious

Think --> Do (for most cases) Interdependent,ideal social Think --> Do (for most cases) Independent, ideal social Think --> Feel --> Do Think --> Do Independent ,actual Interdependent,actual

Think --> Feel --> Do ideal actual,Interdependent

Duty,Ditraction, Disgust Physiological & safety Duty, Distraction, Competence Self-Esteem Hypoactivation,Dist ract self esteem Dutioy,n Helplessness, Distraction safety, self esteem Duty,Conflict,Hyper activation self esteem

INFLUENCE ON PRODUCT PURCHASE


Conscientiousness on planned purchase Openness to experience on trials

Mood on Impulse Purchases

Openness on Up market products

MARKETING IMPLICATIONS
Match the product to the perception of customers Amplify effect of packaging, promotions and store ambience etc. Enhance availability for conscientious customers Match the product to the common traits of personality of target segment.

INFLUENCE ON PRODUCT PURCHASE -Majorly Self Esteem needs- international brands , brand equals to quality
concept etc - Safety and Physiological needs also there - Conversion of Physiological needs into self esteem needs by super markets

MARKETING IMPLICATIONS
- Promote products as international feel - Small event or launch of product in store convert liking into purchase - At local kirana store basic products kept at eye level and availability is important.

INFLUENCE ON PRODUCT PURCHASE


Duty requires more openness of the constituents of the product. Low hypo activation is good for a low-involvement product category as grocery. High on disgust suggest high level of service for such consumers. High on skepticism indicates high uncertainty avoidance and hence involvement with newer products.

MARKRTING IMPLICATIONS
Packaging should be informative and should clearly show the contents of the package. Stress should be there on Atmospherics. Promotional offers should frequent . Service level should be high.However salespersons should not interfere much. The rate of introduction of new products should be moderate.

INFLUENCE ON PRODUCT PURCHASE


Actual Self
Self need based Rational Approach

Ideal Self
Interdependent on peer, friends, family Looks up to others for making a choice

MARKETING IMPLICATIONS
Communication showing movement from Actual Social Self to Ideal Social Self Portray interdependency Modern Brand but with traditional assurance Culture centric approach

INFLUENCE ON PRODUCT PURCHASE


Think Do or Think Feel Do Buy after a lot of comparison for ingredients, price,calorie content Once developed a liking, simply purchase the same oil or atta brand every time

MARKETING IMPLICATIONS
Use of print ads Highlighting benefits on packaging If TV ads, spell out benefits through ads When product is well established in market then go for offers as customer has now developed a liking for it

INFLUENCE ON PRODUCT PURCHASE


Product and Purchase involvement low Brand involvement medium to high for some products like oil, flour

MARKETING IMPLICATIONS
Increase purchase involvement of consumer Make them spend more time in the shop Eg. Keep flour brands in the end to make them scan the whole shop when they go to get it

FACTORS AFFECTING PURCHASE DECISION OF GROCERIES Internal Factors: Personality (Instability, Openness to experience), Emotions, Self Concept (ideal self), Attitude (half , full cycle) External Factors : Culture, sub culture, social norms, social class, family influence, social group influence Needs: Physiological, safety, esteem

InSTORE Promotions (1/2)


The store should set a limit of a predefined amount on which they offer the cloth bags or the jute bags for free. Suggestion : Attractive print ad on the biling counter saying It could say Come, take your cloth bag if you have shopped above Rs 500! They should handover the free gifts(on the product for which the customer has to ask for) or offers to the customers at the time of their purchase. Suggestion: While handing over the bill the person on the counter to remind the customer to collect their gift or free gifts kept near the product on the shelf for the customers to pick up.

InSTORE Promotions (2/2)


Food Bazaar should make available smaller size SKU for its home brand products for trial and testing purpose for the consumers Suggestion: Providing free samples and making available smaller SKUs to promote its home brand products

The store personnels should educate the customers about the customer service and grievances centre while handing over the bill to the customers. Suggestion: A print board at the entrance and at the billing counter stating the customer centre number in bold. Also a feedback form/ comment book to be offered to be filled at the exit if the customer have any specific comments or suggestions.

Promotional activities
Culture Corner Free Coupons at other future brand outlets Television Commercials during festivals Print Media

Grocery is no more just going to a kirana store with a planned list...now its a family affair with food bazaar Perfect combination of all local and International brands to cater to all types of customers.

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THANK YOU