Consumer Behavior

MKT305-Consumer Behavior

Strayer University

Wegman’s grocery store aisles in my area are stocked with the best products that influence consumers to consider it a top priority for grocery shopping. With the aim of conducting an observation and record consumer behavior, I chose to visit the store on Saturday evening from 7 Pm to 11:30 Pm. During evening hours, the store receives diverse customers who experience exceptional fresh vegetables as well as fruit displays of high quality, which extends to both fish and meat counters. On weekends especially on Saturdays, people tend to visit the store based on its reputation and brand bragging rights, which are exceptional. Thus prior to performing by observation, I ensured to include how services, products, leadership, social responsibility, financial performance, and emotional appeal are offered in the Wegmans store.

While at different aisles in the Wegmans grocery store, consumers exhibited a variety of behaviors in comparison to the consumer behavior process. Based on problem identification, information search, purchase decision, evaluation of alternatives, and post-purchase decision, it was evident that consumers showcased a variety of behaviors. In this regard, I observed limited decision making, impulsive buying, and routine shopping, as well as extensive decision-making behaviors in the store as customers moved from one aisle to another (Hoyer, 2). For example, some customers had low involvement with aisle or counter assistants as this showcased routine shopping, meaning that they bought the product simply as they do it often. Moreover, based on impulsive buying, I watch consumers with kids as their children point at the candies, and chocolates at the counter while they were ready to make payments. Therefore, it means that they had no opinion on purchasing the product, but due to impulsive buy at the checkout, they make a purchase.

Moreover, especially considering products that were larger in size and good in quality at the aisles, consumers could take their time to make a decision. Thus, making a comparison of specific products that are aligned at the counters, I observe the behavior of extensive decision making (Diksha, 3). For example, I witness one of the consumers who ask for an opinion from another consumer within the grocery store and then later proceeds to check on product ratings. Thus, when he proceeded and bought the product based on the recommendation provided by the other consumer, it is evident that limited decision making is visible as well (Monica, 4). Therefore, these consumer behavior plays an essential role within the consumer behavior process that I observed.

In the store, consumers did determine the value of their various purchases. While making purchases around the store, customers did value their purchases based on products benefit as well as their perceived costs. In this regard, pricing played an as important role in compelling consumers over the aisles to buy a particular product. For example, over the counters, I see a product that contains a deal advertisement at the fruits section of “5 for $2.50 off” as one customer approaches and picks the product. Thus, it prompts the customer to assume from the deal price it is convenient to save money. On the other hand, I watch over a customer who is influenced by the benefit of the product (Hoyer, 2). For example, one customer proceeds to the fish counter and orders some fresh fish with a perception that she will gain important nutrients but also satisfy their hunger.

The consumer perception process has a significant meaning to various consumers. Various products did sell out well at the aisles compared to other products based on consistency, emotional connection, as well as the holistic connections experienced in the store (Mariekke, 1). Thus, perceptual selection, organization, and interpretation were evident among two customers that I kept a closer look at the store. From a consumer selection perspective, customers tend to be more selective from what they perceive. For example, I watch a customer picking up vegetables and making choices based on experience with the product as well as self-motivation and also after asking the counter assistant who reassured her of making a good purchase. From my observation, it is evident that the perception was driven out of stimuli.

On the other hand, I see a customer who is driven by the physical appearance of the products that are aligned on the aisles and the first impression they make. It is essential that consumers can be driven by positive attributes as well as the attractiveness of the product, thus jumping into conclusions and purchasing the product (Mariekke, 1). Thus, out of persuasive appealing, the second customer did not bother to ask anyone about the product but proceeded and to pick up without consultation. The quality of the produce is concluded as well as pricing as the consumer made his purchases (Mariekke, 1). Therefore, from sensation, attention, interpretation, and retention stages of assessing the products, the consumers made their purchases out of their perception and how satisfied they are with the product.

Companies always have an objective while advertising their products through branding. Right from project an image of their product to explaining their product benefits to all targeted customers, branding influenced many consumers within Wegmans grocery store. Considering that consumers perceive a product from the benefits and solution they will receive, if a brand does not display these, it is critical that consumers will not be motivated to buy their produce (Monica, 4). When the product is more receptive to their emotion, then it is likely for a consumer to purchase the products (Hoyer, 2). Various brands within Wegmans have tried to showcase their product as they maintain only the features and results but forget that consumers require a product that can make them feel secure.

In this regard, I was able to see how various products have utilized brand promise to the effect of persuading their consumers. For example, when a consumer gets to an aisle and gets to think about the brand story, judgment is more likely to be made because it is easier to evaluate and pick the best product. Various brands have built a strong visual presence in their produce (Monica, 4). For example, the logo they choose as well as the color scheme, boosts their visual identity. In this regard, with the aim of making consumers perceive their products, branding has been done in a way that consumers can reflect on the company (Hoyer, 2). Additionally, otaaer manufacturers have considered brand positioning to maximize brand value. The uniqueness of differentiation brought a sense of credibility and competitiveness. Furthermore, thinking about the consumers’ needs, manufacturers have ensured that they remain credible, consistent as well as constant in their branding.

Therefore, consumers in the Wegmans grocery store have positive consumer behavior based on their perceptions and choices. Every consumer has a purchase intention and motivation as well from the simplicity, flexibility, relevancy, and distinctiveness of a particular brand in the market. Thus, the decision making of a consumer becomes easier as they will be more influenced in their mind to purchase the product. (Diksha, 3) For example, I see a customer considers to check at the risks involved in a particular brand as they make their purchase. From an emotional and performance value of the consumer and product, manufactures in the store are able to differentiate their brand at Wegmans.

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