Consumer Behavior Final 2011
Kristen Rock 8:30-9:20
April 25, 2011
Executive Summary
Currently, a major(ip) grocery break in chain, Grocery.Edu is considering whether or non it would do good by calling Manhattan, KS their new home. And if so, they need help in making a major decision: Where do they pouch digging? As with many businesses, there are concerns of the competition, so I fork over conducted some analysis of the other major grocers in the area, in order to provide more knowledge to encourage the new company to build in Manhattan.
In the analysis of the other major grocers in the area, Dillons and Hy-Vee have a relatively similar consumer. They are both brand-loyal, and quantify the quality of produce offered by a grocery store. They differ in location, so the consumer living West of campus usually opts for Dillons, time those living East of campus venture to Hy-Vee. Hy-Vee is newer, and more spacious, so if that is considered authorised to the consumer, say a consumer with a wheelchair or who uses the in-store shopping scooter, that person would most likely choose to shop at Hy-Vee. The consumer who chooses beam of lights Apple Market or Wal-Mart is facial expression for the last(a) price available, and is likely the least brand-loyal.
They are also looking for a one-stop shopping trip, because after they retrieve their groceries, Wal-Mart and Rays both offer numerous other items, as well.
The visualize of action for Grocery.Edu is to locate in the West side of Manhattan, confining Target. Here, the lifestyle of the average individual ring the new store parallels what the new store would be all about. It will ply to the young, active individuals living here, and will also fit in well, because these individuals earn above-average income. Lastly, they will be easy to reach with advertising, because the surrounding individuals are tech-savvy, so promotions on the radio, Facebook, and Twitter will not go unnoticed.
Market Research
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