...Cereal Aisle Analysis Assignment 1 Richelle Gibson Charla Session-Reed MKT305 Consumer Behavior 03FEB2012 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) with people getting off work and making a stop at the grocery store. Analyze the behaviors you observed to determine how consumers progressed through the consumer behavior process while in different aisles. I observed 5 consumers in total, consumer A-B-C in the cereal aisle and consumer D and E in the Bread aisle. The details are listed in the Appendix. When making a purchase decision, a consumer goes through a process which is often composed of stages: recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. In this experiment, consumers recognized that they have the need to buy cereal or bread food goods. At the store, these consumers faced many options, especially for cereals. I have always...
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...Assignment One: Cereal Aisle Analysis I work Mondays through Fridays and I do my grocery shopping every Saturdays even though I know it’s might be extremely busy and crowed, but this time it worked to my advantage because I was able to conduct the observations required for this assignment. I went to my local giant store here in Horsham, PA around 10am and I went directly to the cereal aisle for 30mn to have enough information from various people groups. The first group was the families’ mom, dad with children: they were always pulled by the kids toward the cereals they could recognize and that was on the lower shelves. The second group was the single men: they were walking quickly though the aisle because they knew exactly what they want and it was usually the plain ones. The third group was the senior: they were cautious about their selection, they had a list handy but they will read labels and did not seem to care about designs. The fourth group was the single moms: they came prepare with a list handy, will pick more than one box and were knowledgeable of the brand they were looking for. The first group selection was based on the choice of the children because they are the first consumer of it the household. The parents tried to pick one or two boxes out of the selection the kids made and they made sure they didn’t spend a lot of time in the aisle to avoid having the kids second guessing their choice. The second group determined the value based on what they like in the...
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...ASSIGNMENT 1 CEREAL AISLE ANALYSIS To purchase this visit here: http://www.activitymode.com/product/mkt-305-wk-4-assignment-1-cereal-aisle-analysis/ Contact us at: SUPPORT@ACTIVITYMODE.COM MKT 305 WK 4 ASSIGNMENT 1 CEREAL AISLE ANALYSIS MKT 305 WK 4 Assignment 1 - Cereal Aisle Analysis 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 six to eight (6-8) page paper in which you: 1. Identify the store and the day and time you made your observation. 2. Analyze the behaviors you observed to determine how consumers progressed through the consumer behavior process while in different aisles. 3. 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. More Details of the question are hidden... Activity mode aims to provide quality study notes and tutorials to the students of MKT 305 WK 4 Assignment 1 Cereal Aisle Analysis in order to ace their studies. MKT 305 WK 4 ASSIGNMENT 1 CEREAL AISLE ANALYSIS To purchase this visit here: http://www.activitymode.com/product/mkt-305-wk-4-assignment-1-cereal-aisle-analysis/ Contact us at: SUPPORT@ACTIVITYMODE.COM MKT 305 WK 4 ASSIGNMENT 1 CEREAL AISLE ANALYSIS ...
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...Case Study Gauging the Impact of Display and Brand Messaging on the Cereal Category in-store behavior monitoring system Disclaimer: This test was conducted by CART (Center For Advance Retail Technology), in association with ShopperGauge®. Neither General Mills nor any other cereal company provided data or participated in any way with the research. © 2010 BVI Networks, Inc. and Rock-Tenn Shared Services, LLC. RETAILNEXT is a trademark of BVI Networks, Inc. SHOPPERGAUGE is a trademark of RockTenn Shared Services, LLC. CENTER FOR ADVANCE RETAIL TECHNOLOGY and RETAIL 3.0 are trademarks of Hawkins Strategic, LLC. Other marks are the property of their respective owners. Gauging the Impact of Display and Brand Messaging on the Cereal Category Background The goal of this project was to determine whether or not in-line display xturing and messaging increases brand and category sales and drives acceptable ROI. We further sought an understanding of how the unit and messaging would impact shopper behavior, in terms of tra c pattern shifts, dwell times, purchase and interaction with product. The Cereal aisle was chosen for this study. Speci cally, General Mills branded products were designated to be featured in a new xture, accompanied by a meaningful, educational, healthy choice message: “Whole Grain Goodness”. The assortment included products that were currently being positioned very di erently. For example, some are targeted for children using the lure of sweet and familiar...
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...Clamp 10/12/2015 Subject: Cereal Analysis Information gathered from a Kellogg’s Raisin Bran Crunch survey concluded that seventy-two percent of thirty to thirty-five year-old Americans say great taste is the most important factor when choosing a breakfast cereal while the other twenty percent valued nutrition. More data was collected from a cereal aisle analysis conducted at the Meijer grocery store in Mansfield, Ohio on October 4th, 2015 at 7pm and ending at 8pm. The cereal aisle was very long consisting of a handful of different brands ranging from very sugary to very healthy and located on the right side of the store in the middle of all the food aisles. This business memo includes the exchange functions of the different brands of cereals, the competitive environment, the demographics as well as the shopping patterns of customers. To begin with, the exchange functions of the cereals in the Meijer cereal aisle included a common pricing strategy with nothing below two dollars and nothing above five. Their packaging included famous people on the cover along with slim people to target customers that want to be healthy along with famous movie characters on the cover including Star Wars and Minions along with animals and bright colors on the front of the boxes to target small children. The sales that were being promoted included a, “Get a free personalized fitness program” and “Earn up to $200 toward your next vacation” on the front of the cereal boxes. In the promotion strategies...
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...When I walked into the cereal aisle in Meijer on Tuesday, September the eighth, I was confronted by a aisle packed with colors. Upon further examination however, I noticed many different things about not only the colors, but also how they were displayed throughout the aisle. Just like my visit to Meijer, this paper will not only look at the surface of the cereal aisle and my box of cereal, but also delve into the meaning behind their fronts and how the box I chose is marketed. The box I chose, “Kellogg’s Avengers: Age of Ultron Sweetened Cereal with Marshmallows”, is marketed at Meijer to children through character appeal, which displays ethos as its strongest rhetorical appeal. Throughout this paper I will show you how I came to this conclusion. The cereal aisle in Meijer is located in the middle of the center section of the store with the oatmeal, granola bars, fruit snacks, and candy across from the cereal. The cereal was set up so that you have the bags of the off-brand cereal in a section, then...
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...Is the placement of the products going to influence their price? Minjun Yu ECON 4980 Introduction In today’s commodity economy, it is no longer only about manufacturing, transportation, cost, profit, supply, demand, etc. There are many other factors that matters in the sales of the commodity. For many years, retailers have been searching for methods to help them identify ways to improve their merchandise presentation (Ron Larson).One of the methods that retailers used to improve the sales is the display of the products in the aisles. Bezawada has said in his reach that “retailers can benefit substantially by having better placement of items in their aisles,” (Ram Bezawada). Bezawada’s research shows that aisle placements can influence sales across product categories as much as other marketing variables, such as price or how an item is displayed (Jacqueline Ghosen, 2009). According to some researches, changing the allocation of the products will increase the weekly sales by more than 9% (Jacqueline Ghosen, 2009). From all these research, we can see that products placement is one of the most important factor that going to influence retailer’s profits. Putting products in the right place will bring more benefits. In marketing field, there are also some important theories about placement of products. It is called marketing mix which is usually refers to E. Jerome McCarthy's 4P classification for developing an effective marketing strategy. It encompasses product, price, placement...
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...General Mills (NYSE: GIS) is not just a cereal maker, it is one of the largest packaged food producers in the world. Starting as a successful flour mill near the Mississippi River, it has grown to own some of the most recognizable brands, including Cheerios, Wheaties, Progresso Soup, Hamburger Helper, and Fruit Roll-Ups. Some of its #1 and #2 market-leading brands are Better Crocker, Gold Medal, Green Giant, Pillsbury, and Yoplait. General Mills operates in more than 130 countries worldwide and divides its business into three core segments: U.S. Retail (70% of revenue through major retailers), international (18% of revenue and supported by a joint venture with Swiss food giant Nestle SA), and bakeries and foodservices (12% of revenue). Currently, it’s growing its reach from grocery stores into new channels like super centers, drug and discount stores, and convenience stores. It is also expanding quickly into growing markets such as China, Russia, and Latin America. The goal of General Mills is to be among the most socially responsible food companies in the world in addressing the interrelationship of economic, environmental and social value. In 2012, they have reported continued progress in advancing their goals specifically in the health, environment, and sourcing areas. They have improved the health profile of their products again due to the increase of healthy and organic food choices, and have decreased natural resource consumption in global supply chain operations...
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...ready-to-eat whole grain children’s cereal called Pirate Oats. Pirate Oats will be the first cereal of its kind offering the health benefits of whole grains while still being preferred by the target market of American children under the age of five. Children will favor Pirate Oats because of the cartoon mascot Captain Grain pictured on the front of the box. Parents will love Pirate Oats because it will keep their children healthy and at lower risk to develop childhood obesity and type two diabetes. This is because Pirate Oats will be lower in excess sugar, and higher in whole grains, than the competition. Pirate Oats will be marketed through an advertising campaign on popular children’s after-school television shows on networks such as Nickelodeon and FOX. First year marketing efforts will result in revenues equalling 10% of the target market as well as a 2% total market share gain for General Mills within the ready-to-eat breakfast cereal market. Achieving these goals will allow General Mills to reliably turn a profit within the first year of sales. 2.0 SITUATION ANALYSIS General Mills has long been a standard in the ready-to-eat breakfast cereal marketplace. It has many cereals marketed to, and designed for children, and has enjoyed a healthy market share to date. With the recent health food craze, the rise in childhood obesity, and poor diet being blamed for heart disease, type two diabetes, as well as cancer; refined flour and high sugar breakfast cereals marketed directly to children...
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...Assessment You should use this file to complete your Assessment. • The first thing you need to do is save a copy of this document, either onto your computer or a USB drive • Then work through your Assessment, remembering to save your work regularly • When you’ve finished, print out a copy to keep for reference • Then, go to www.vision2learn.com and send your completed Assessment to your tutor via your My Study area – make sure it is clearly marked with your name, the course title and the Unit and Assessment number. Please note that this Assessment document has 11 pages and is made up of 3 Sections. Name: Section 1: A lean environment [LO1] This section will help you to evidence Learning Outcome 1: Understand the concept of a lean environment. Learning objective Place in Assessment 1.1 Explain the principles of lean organisation techniques Question 1 Page 1, 2 1.2 Explain the benefits of a lean environment Question 2 Page 2 1. What are the principles of lean organisation techniques? Name and describe the 5 main principles below. [1.1] Principle 1: Specify what creates value for customers Find out what the customer wants and what counts a s value for money it then becomes easier to see the non-value activities which then can be removed. Principle 2: Identify the steps along the process chain From start to finish identify how value will be delivered to the customer, and then remove all unnecessary processes. Principle 3: Make processes...
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...Breeder's Own Pet Foods, Inc. Case overview/situation anaylsis: The Breeder's Mix is a high quality dog food that is made from only the highest quality beef, liver, chicken and fortified cereal. This mix of food is proven to improve the dogs coat as well as its health and well being. Due to its affect on dogs the Breeder's Mix is used on various show dogs and dogs in kennels. The dog market is an already large market and it is only growing. In 2011, sales from manufacturers totaled $14 billion. In terms of the market dog foods are divided into three different groups. Dog food is sold as treats, dry food, and canned food. In addition, the market distribution is divided into many retail sectors. A large amount of dog foods are sold in supermarkets, at Wal-Mart, in pet stores, or in feed stores. There is also a smaller percentage sold through veterinarians and online. Narrowing down the customers, comes down to a very wide range of people. The main target is single and married people between the ages of 21 and 54 with an income of more than $25,000. The campaign of food is targeted in the Boston area due to the high market potential. Dog owners are also seen to have increasing investments in their dogs and this number is only supposed to continue to rise. Along with change in humans, dog owners are also highly valuing the all natural dog food, versus processed. There is a lot of competition in the dog food industry and they heavily compete on price and quality. In...
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...First in Show Pet Foods, Inc. BUAD 6300 Strategic Marketing and Analysis Dr. Michael L. Mallin Spring 2011 Meagan Frances Ayers • Anthony Fischer • Christopher Bomer Issue First in Show Pet Foods, Inc. has been a major producer of dog food for show dogs within the dog show circuit for several years. They create high-quality and high-priced products for show dogs and now see an opportunity to enter into new retail channels with their product due to changing attitudes and perceptions within the dog food industry, regarding dog food consumers. Their greatest concerns are how they should go about breaking into the retail channel, who to target, how to promote their product, how much to allot to this initiative, and where to start selling their product. First in Show Pet Food, Inc. executives are carefully considering how to launch their Show Circuit brand dog food into the greater Boston market. Background Industry In 2009, dog food sales will total about $10 billion at manufacturers’ prices. However, fewer than half of US dogs are regularly fed prepared dog food. This indicates there may be untapped potential within the dog food industry with regards to the prepared dog foods segment. As of 2008, the dog food industry share was broken down by category: Dry (65%), Canned (15%), and Treats (20%). Interestingly, frozen/prepared dog foods were not on the list, leaving a huge potential market for First in Show...
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...First in Show Pet Foods, Inc. BUAD 6300 Strategic Marketing and Analysis Dr. Michael L. Mallin Spring 2011 Meagan Frances Ayers • Anthony Fischer • Christopher Bomer Issue First in Show Pet Foods, Inc. has been a major producer of dog food for show dogs within the dog show circuit for several years. They create high-quality and high-priced products for show dogs and now see an opportunity to enter into new retail channels with their product due to changing attitudes and perceptions within the dog food industry, regarding dog food consumers. Their greatest concerns are how they should go about breaking into the retail channel, who to target, how to promote their product, how much to allot to this initiative, and where to start selling their product. First in Show Pet Food, Inc. executives are carefully considering how to launch their Show Circuit brand dog food into the greater Boston market. Background Industry In 2009, dog food sales will total about $10 billion at manufacturers’ prices. However, fewer than half of US dogs are regularly fed prepared dog food. This indicates there may be untapped potential within the dog food industry with regards to the prepared dog foods segment. As of 2008, the dog food industry share was broken down by category: Dry (65%), Canned (15%), and Treats (20%). Interestingly, frozen/prepared dog foods were not on the list, leaving a huge potential market for First in Show...
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...Table Of Contents Topics | Page No. | 1. Introduction | 3 | 2. Analysis | - | 2.1. Meaning | 4 | 2.2. Learning | 5 | 2.3. Self Cocept and Personality | 6 | 2.4. Culture | 7 | 2.5. Research | 8 | 2.6. Motivation | 9 | 2.7. Disposition, Recylce and Reuse | 10 | 2.8 Group Influence | 11 | 3. Conclusion | 12 | 4. Appendix | 13 | Introduction ‘Consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires’ (Solomon, 2010, p. 33) We chose Le Marché supermarket to record our observations. Marché Retail Pvt Ltd, has been in the food business for the last 20 years. Well located, aesthetically designed and well stocked with the best from across the globe, the large format stores under the brand name Le Marché. Le Marché caters to the food requirements of people at every level. By offering the convenience of shopping in comfort, assisted by customer focused staff, and a wide selection of exotic and basic groceries to choose from, Le Marché aims to be the preferred destination for food shopping in India. We visited the store on 27th October around 5 pm and recorded our observations. To record our observations we kept in mind the various components of Consumer...
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...Harvard Business School 9-795-191 Rev. February 14, 1997 The Ready-to-Eat Breakfast Cereal Industry in 1994 (A) All is not well in the land of Tony the Tiger.1 In early 1994, the ready-to-eat (RTE) breakfast cereal industry had reached a critical turning point in its evolution. In an industry historically characterized by stability and above average profitability, slowing demand growth and a surge in private label sales threatened to undermine the dominant positions of the Big Three: Kellogg, General Mills, and Philip Morris. The 1993 year-end statistics showed that industry sales growth had slowed to under 2%, while private labels had topped 5% market share by sales and 9% by volume for the first time. Price increases by the Big Three had widened the gap between branded and private label products. The competitors had traditionally avoided destructive head-to-head competition, but this mutual restraint appeared to be crumbling. Each of the firms faced major decisions going forward about whether to break with the industry’s lock-step moves and how to deal with the threat of private labels. History of the RTE Breakfast Cereal Industry2 The ready-to-eat breakfast cereal industry got its start in 1894, when Dr. John Kellogg and his brother W.K. Kellogg invented wheat cereal flakes in an attempt to make whole grains appealing to the vegetarian clients of the Seventh-Day Adventist sanitarium Dr. Kellogg ran in Battle Creek, Michigan. 3 W.K. went on to invent the corn flake...
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