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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)

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Understanding the scope of the project.

Unstructured and in depth interview.

Analysis of the interview in the group.

Citing the marketing implications of theinternal influences on the product category .

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

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Respondent Personality Trait Attitude Self -Concept Emotions Needs

Pooja Instability Think --> Do (for most cases) Interdependent,ideal socialDuty,Ditraction,

Disgust Physiological & safety

Alok Extroversion Think --> Do (for most cases) Independent, ideal socialDuty, Distraction,

Competence Self-Esteem

swapnil Conscientious Think --> Feel --> Do Independent ,actualHypoactivation,Dist

raction self esteem

Shashi Agreeableness Think --> Do Interdependent,actual

,

Helplessness,

Distraction safety, self esteem

Rashmi Conscientious Think --> Feel --> Do ideal actual,InterdependentDuty,Conflict,Hyper

activation self esteem

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INFLUENCE ON PRODUCT PURCHASE

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.

Mood on ImpulsePurchases

Openness on Upmarket products

Conscientiousnesson planned

purchase

Openness toexperience on

trials

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INFLUENCE ON PRODUCT PURCHASE

-Majorly Self Esteem needs- international brands , brand equals to qualityconcept 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 intopurchase

- At local kirana store basic products kept at eye level andavailability is important.

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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.

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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

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MARKETING IMPLICATIONS

Communication showing movement from Actual

Social Self to Ideal Social Self

Portray interdependency

Modern Brand but with traditional assurance

Culture centric approach

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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 brandevery 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

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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 scanthe whole shop when they go to get it

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FACTORS AFFECTING PURCHASE DECISION OFGROCERIES

Internal Factors: Personality (Instability,

Openness to experience), Emotions, SelfConcept (ideal self), Attitude (half , full cycle)

External Factors : Culture, sub culture, social

norms, social class, family influence, socialgroup influence

Needs: Physiological, safety, esteem

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InSTORE Promotions (1/2)

The store should set a limit of a predefined amount onwhich they offer the cloth bags or the jute bags forfree.

Suggestion : Attractive print ad on the biling counter

saying It could say Come, take your cloth bag if youhave shopped above Rs 500!

They should handover the free gifts(on the product forwhich the customer has to ask for) or offers to thecustomers at the time of their purchase.

Suggestion: While handing over the bill the person on thecounter to remind the customer to collect their giftorfree gifts kept near the product on the shelf for thecustomers to pick up.

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InSTORE Promotions (2/2)

Food Bazaar should make available smaller size SKU for itshome brand products for trial and testing purpose for theconsumers

Suggestion: Providing free samples and making available smallerSKUs to promote its home brand products

The store personnels should educate the customers about thecustomer service and grievances centre while handing overthe bill to the customers.

Suggestion: A print board at the entrance and at the billingcounter stating the customer centre number in bold. Also afeedback form/ comment book to be offered to be filled atthe exit if the customer have any specific comments orsuggestions.

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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 storewith a planned list...now its a family affair with

food bazaarPerfect combination of all local and International

brands to cater to all types of customers.

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PASTE UR PCTURE HERE OR WRITE DOWN THE

TEXT

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THANK YOU