MKT 305 Week 5 Whos Picking up The Puffed Rice Discussion
ANSWER
Title: Assignment 1: Observing Consumer Behavior at a Local Grocery Store
Student’s Name: [Your Name] Professor’s Name: [Professor’s Name] Course Title: [Course Title] Date: [Date]
Table of Contents
- Introduction
- Store and Observation Details
- Consumer Behavior Analysis 3.1 Progression through the Consumer Behavior Process 3.2 Determining Value for Purchases 3.3 Contrasting Two Different Consumers 3.4 Motivating Consumers to Choose Specific Brands
- Conclusion
- References
- Appendix: Observation Table
- Introduction
Consumer behavior is a complex and multifaceted field of study that delves into understanding how individuals make decisions when it comes to purchasing products or services. This assignment involves a visit to a local grocery store to observe and analyze consumer behaviors in various aisles. The goal is to identify patterns, preferences, and the factors that influence consumer choices. This paper will analyze the behaviors observed during the visit, explore how consumers progress through the consumer behavior process, assess how they determine value for their purchases, contrast the experiences of two different consumers, and analyze the strategies manufacturers use to motivate consumers to select their brands.
- Store and Observation Details
For this assignment, I visited “Green Valley Grocery,” a well-known local supermarket located in the heart of the city. The observation took place on a Saturday afternoon from 2:00 PM to 4:00 PM. This time was chosen to capture a mix of shoppers, including families, individuals, and elderly customers, allowing for a diverse range of behaviors to be observed.
- Consumer Behavior Analysis
3.1 Progression through the Consumer Behavior Process
Consumer behavior can be broken down into several stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. During my observation, I noted various behaviors that indicated consumers progressing through these stages:
- Problem Recognition: In the cereal aisle, many consumers spent time reading nutrition labels and comparing prices, suggesting that they were recognizing a need for a particular cereal type.
- Information Search: Shoppers were seen using their smartphones to check product reviews and ratings online. This indicates that they were actively seeking information to aid their decision-making process.
- Evaluation of Alternatives: In the dairy section, I observed consumers comparing different brands of yogurt, considering factors such as flavor, price, and nutritional content.
- Purchase Decision: At the checkout counters, consumers made their final purchase decisions. Some added impulse items like candies or magazines to their carts.
- Post-Purchase Evaluation: While leaving the store, a few shoppers discussed their purchases with friends or family, reflecting on whether they made the right choices.
3.2 Determining Value for Purchases
Consumers determine the value of their purchases based on their perceptions of quality, price, and utility. Two specific consumer examples illustrate this:
Consumer A: A health-conscious shopper spent a significant amount of time in the organic produce section, choosing fresh vegetables and fruits. This consumer prioritized the perceived health benefits and freshness, willing to pay a premium price.
Consumer B: In contrast, another shopper focused on value and opted for store-brand canned goods and generic cereals, aiming to save money. This consumer emphasized price over brand loyalty.
3.3 Contrasting Two Different Consumers
Consumer A was meticulously evaluating each product, emphasizing the importance of quality and freshness. They were willing to pay more for products that aligned with their health-conscious values. In contrast, Consumer B was budget-conscious, prioritizing cost savings over brand loyalty or premium quality. These two consumers demonstrated different approaches to decision-making and value assessment.
3.4 Analyzing How Manufacturers Motivate Consumers
Manufacturers use various tactics to motivate consumers to choose their specific brands. During the observation, several strategies were evident:
- Eye-catching Packaging: Many products had visually appealing packaging with vibrant colors and graphics, attracting the attention of consumers.
- Promotional Pricing: Manufacturers offered discounts, promotions, and buy-one-get-one deals to entice shoppers to choose their products.
- Sampling Stations: Some manufacturers set up sampling stations where customers could try products before purchasing them, increasing the likelihood of a sale.
- Product Placement: High-demand or popular items were strategically placed at eye level, making them more accessible to consumers.
- Brand Loyalty Programs: Manufacturers encouraged customers to join loyalty programs, offering exclusive discounts and rewards for repeat purchases.
These tactics played a crucial role in influencing consumers’ choices and motivating them to select specific brands.
- Conclusion
Consumer behavior is a dynamic and intricate process influenced by various factors, including individual preferences, perceptions, and external stimuli. My observation at Green Valley Grocery revealed that consumers progress through the consumer behavior process in distinct ways, considering factors such as price, quality, and personal values. The strategies employed by manufacturers and stores are instrumental in shaping consumer choices. Understanding these behaviors and motivations is essential for businesses to cater to their target audience effectively.
- References
[Include any references used in your research.]
- Appendix: Observation Table
[Create a table that records your observations, including details such as aisle, time spent, specific behaviors, and any other relevant information.]
QUESTION
Description
Assignment 1: Whos picking up the puffed rice?
Due Week 5 and worth 200 points
For this assignment, visit your local grocery store to observe and record behaviors in the various aisles. Your visit should be long enough to observe several behaviors and situations. Read the assignment thoroughly before your observational visit in order to watch for specific behaviors.
Write a four to five (4-5) page paper in which you:
- Identify the store and the day and time you made your observation.
- Analyze the behaviors you observed to determine how consumers progressed through the consumer behavior process while in different aisles.
- Assess how consumers determine value for their various purchases. This can be addressed with at least two (2) specific consumer examples or by combining all the consumers you observed.
- 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.
- Analyze how different manufacturers motivated consumers to pick their specific brands. Articulate thoroughly the behaviors displayed and tactics used by the store or manufacturer to motivate the purchase.
- Record all your observations in a table placed in an Appendix.
Your assignment must follow these formatting requirements:
- This course requires use of new Strayer Writing Standards (SWS). The format is different than other Strayer University courses. Please take a moment to review the SWS documentation for details.
- Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow SWS. Check with your professor for any additional instructions.
- Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
- Explain how consumers determine value and the value framework they assign to goods and services.
- Analyze the internal influences that affect consumer behavior.
- Use technology and information resources to research issues in consumer behavior.
- Write clearly and concisely about consumer behavior using proper writing mechanics.