Cereal Aisle Analysis

On my food shopping trip, I went to my local grocery store, Sobeys. Capitalist consumer values such as convenience was evident throughout this food shopping trip. For instance, having built a grocery store in the center of a bunch of neighborhoods makes it a quick trip to get to this grocery store. Since it is a close drive for myself and others in the surrounding area, it created sportive financial gain because it is convenient for people to get to. Predictability is a large part of this shopping experience. Having gone to Sobeys for several years I already have an expectation of where I need to go in the store to find exactly what I need. For example, I was buying Almond Milk by a specific company that I know this location carries, and

I agree with your post. I believe value is an essential element of determining if products are worthy of your purchase. Value entails, whether the product or service is useful and can contribute to saving you time and money. Furthermore, value can be equated to whether or not the product or service will be beneficial and advantageous to our efforts. Personally, I tie value into whether or not the product will necessitate quality, durability, and longevity. Another aspect of value ties into whether or not you are likely return to certain business avenues to obtain more of the products and services in the future. If a person knows that they are receiving quality services and items, then they are more likely to give off free advertising via word of mouth marketing and are likely to refer

Ever walk into a store with a defined list, but still get other items you never intended to get? Well, in Marion Nestle’s article “The Supermarket: Prime Real Estate,” Nestle goes into detail about how the supermarkets in your daily life uses many tricks to get you to buy items and spend money. Nestle claims that supermarkets and their managers study habits of shoppers to gain the control using certain tactics. According to Nestle, “This research tells food retailers how to lay out the stores, where to put specific products, how to position products on shelves, and lastly how to set prices and advertise products” (Nestle 498). Some tactics that Marion Nestle mention are product location, music, and even item size. During the course of my paper I will convince you that these tactics are in fact real and bring more to your attention. Us consumers have to stick together and this is the first step.

Customer Value is ‘the performance characteristics, features and attributes, and any other aspects of goods and which customers are willing to give up resources’ (Robbins, Bergman, Stagg and Coulter, 2012). This broad definition highlights the fact that there are multiple aspects that contribute to create a sense of value within the customer.

Before i go further let me touch on a brief introduction on customer value, customer value can be defined as the difference between what a customer gets from a product and what he or

The value chain, Appendix B, in the RTE cereal industry consists of branded manufactures and private labels that receive their raw materials from suppliers and then distribute their product to food stores, drug stores, and mass merchandisers where the end consumer can eventually purchase the cereal product. Private labels rely on wholesalers and third-party distributors to get their product on the store shelves where the end consumer can purchase these items.

Having customer value is very important. Customer value is determined by customers’ perception of what they get in exchange for what they have to give up. In order to meet the buyer’s expectations, the salesperson must be fully honest and lead the buyers at their best interests and needs.

Based on my shopping experience I completely agree with Marion Nestle and the facts he presents us with in “The Supermarket: Prime Real Estate”. Walking through the aisles I noticed what he mentioned about the way supermarkets arrange their items so that they can increase their sales. I went to Publix to carry my out my research. For me, it felt like Deja Vu. Just to the right of the entrance was the store’s bakery, and I have to say It smelled delicious (I almost went and bought myself a dessert). I continued browsing through the aisles and I noticed that the best-selling/most popular brands were at eye level, and right next to it (at the right) were the store brands. Something else that caught my attention was that the entrance to the

How does one sell cereal. The market is already flooded with a throng of competitors; most have been in business for an extensive length of time. How do you get your product in the map? Do you go for nutrition? Do you go with a catchy gimmick? Do you market to children or adults? If your intent is to maximize profit and exposure all of these are clever ideas that should be put to good use. We want to get people interested, hold their interest, be satisfied, and come back for more. We need to create energy and movement for the product causing it to spread like wild fire or an epidemic of the breakfast variety. “Starting epidemics requires concentrating resources on a few key areas” (Gladwell 255-256). The true goal is to create a Tipping Point: “Tipping Points are a reaffirmation of the potential for change and the power of intelligent action” (Gladwell 259). With a sound, quality product and the right tools from Gladwell your cereal, or any product or idea, will be flying off the shelves.

According to Bucklin (1966) it’s important to understand customer preferences when designing the value chain. This because the value chain will only be viable over time if customers feel that it provides a form of value. This value is created if the actors of the chain provide activities that result in cost- efficiency and/ or better service. There are five service performance areas where actors can create this value: unit size, availability, waiting time, variation in production and information (REF).

A “balanced diet” is a diet that consists of the nutrition that the body needs to function properly. “The body needs at least six ounces of grains. Two-and-a half cups of vegetables. Two cups of fruits. Three cups of milk or dairy products. And, five-and-a half ounces of meat and beans or protein”. These measurements are quoted from the “My Pyramid” chart, which has a specific amount and type of food needed for a balanced and diet daily.

Although they are able to somewhat control prices due to their product differentiations and their status as a brand name, they will make profits by lowering price. However the danger in lowering prices is that with each additional product, utility will drop for the consumer. Therefore, firms must be careful in balancing consumer demand with the projected consumer utility.

According to behavioral economists, consumers don’t always behave rationally, like a market (in theory) does, and they don’t make decisions based solely on facts or logic such as price or quality. Other psychological factors have an impact on decisions. This explains why very often, consumers become complacent when faced with the best value proposition. FEAR OF OVERPAYMENT The opportunistic mindset is engrained in how people shop today. People have an expectation to get a deal and will not very easily purchase if they are convinced they could find better. The way value is framed is key reassuring people that they

Customer value can be defined as what the customer obtains or benefits from the purchase and use of a product versus what they pay for or sacrifice (Gale 1994; Heard 1993-94; Zeithaml 1988). There are four types of customer values, for instance the functional or instrumental value, experiential or hedonic value, symbolic or expressive value and cost or sacrifice value (Smith & Colgate, 2007).

The behavior was observed from a large sample of people. This included twenty people shopping alone and twenty people shopping in a group, for a total of forty subjects, each ranging in ages from approximately 19 to 40 years old. The subjects were observed from the time they entered the store until the time they left. The reasoning behind this was to see the buying behavior differences for the whole experience and figure out which areas of the store could be improved in order to appeal to groups of people shopping. The behaviors observed included the amount of time spent inside the store, the amount of money spent, the interactions with associates, and the areas of the stores that were navigated.