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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