Cereal Aisle Analysis
Cereal Aisle Analysis
Professor Shirley McLaughlin
Consumer Behavior- Marketing 305
11.5.2013
1. Identify the store and the day and time you made your observation.
For this assignment I went to Randall’s, a local grocery store in my area, where I observed consumer behavior. Upon arrival at Randall’s I decided that I would observe consumers on the shopping on the wine isle and in the dairy section. I observed on man and one woman on the wine isle (they were not together) and one woman in the dairy section.
2. Analyze the behaviors you observed to determine how consumers progressed through the consumer behavior process while in different aisles.
To understand how the consumer progressed through the consumer behavior process, we must first understand the consumer buying process. It is also important to note that not every consumer goes through all the stages. There are six stages in the consumer buying process: Problem Recognition (need) - in this stage the consumer realizes that they are lacking something, therefor they have a need; Information Search- now that the consumer has acknowledged their need (or want) they start finding the necessary information or taking the necessary actions to fulfill their need; Evaluation of Alternatives- in this stage the consumer knows what they need or they at least have some general idea, and now they are looking at all the options available to them; Purchase Decision- At this point the consumer is now processing all the information from the evaluation of alternatives, and deciding to move forward with their purchase or not; Purchase- this is the stage where the transaction is complete. The need that was previously acknowledged has been met; Post Purchase Evaluation- At this point the consumer decides whether they are happy with their purchasing decision or if they have feelings or remorse. The three consumers I chose to observe all recognized they had a need, so they all
Professor Shirley McLaughlin
Consumer Behavior- Marketing 305
11.5.2013
1. Identify the store and the day and time you made your observation.
For this assignment I went to Randall’s, a local grocery store in my area, where I observed consumer behavior. Upon arrival at Randall’s I decided that I would observe consumers on the shopping on the wine isle and in the dairy section. I observed on man and one woman on the wine isle (they were not together) and one woman in the dairy section.
2. Analyze the behaviors you observed to determine how consumers progressed through the consumer behavior process while in different aisles.
To understand how the consumer progressed through the consumer behavior process, we must first understand the consumer buying process. It is also important to note that not every consumer goes through all the stages. There are six stages in the consumer buying process: Problem Recognition (need) - in this stage the consumer realizes that they are lacking something, therefor they have a need; Information Search- now that the consumer has acknowledged their need (or want) they start finding the necessary information or taking the necessary actions to fulfill their need; Evaluation of Alternatives- in this stage the consumer knows what they need or they at least have some general idea, and now they are looking at all the options available to them; Purchase Decision- At this point the consumer is now processing all the information from the evaluation of alternatives, and deciding to move forward with their purchase or not; Purchase- this is the stage where the transaction is complete. The need that was previously acknowledged has been met; Post Purchase Evaluation- At this point the consumer decides whether they are happy with their purchasing decision or if they have feelings or remorse. The three consumers I chose to observe all recognized they had a need, so they all
References: Reighley, Chris. (2010). Six Stages of the Consumer Buying Process. http://www.reighleygroup.com/2010/05/17/six-stages-of-the-consumer-buying-decision-process/ Hanna/Wozniak. (2013). Consumer Behavior: An Applied Approach. (4th ed.). Kendall Hunt Publishing Babin, B., Harris, E. (2013). Consumer Behavior. (4th ed.) Cengage Learning