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Ghost shopping insight to your grocery store yogurt

Ghost shopping insight to your grocery store yogurt. Consumer Behavior Araima Caballero- Conitni , Drew Hernandez, Alexa Lopresti , Anita Raubeson , Gabriela Slemer. OBJECTIVE.

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Ghost shopping insight to your grocery store yogurt

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  1. Ghost shoppinginsight to your grocery store yogurt Consumer Behavior Araima Caballero-Conitni, Drew Hernandez, AlexaLopresti, Anita Raubeson, Gabriela Slemer

  2. OBJECTIVE To conduct a consumer behavior survey on attitudes towards yogurt in both Publix and Wal-Mart, specifically Chobani yogurt. • Insight will be attained by secretly surveying customer and salespeople to discover their yogurt preferences

  3. GENERAL ASSESSMENT Wal-Mart • Very similar to Publix • Organized yogurt by brand and style • Offered a wide variety of yogurt Publix • Organized yogurt by brand and style • Offered sales specials • Offered a wide variety of yogurt

  4. Picture of Wal-martyogurt section

  5. CONSUMER INPUT Publix • First Consumer: looks for what catches her eye and is not brand loyal • Second Consumer: looks for which brand has his flavor interests Wal-mart • First Consumer: price driven concern, no brand loyalty • Second Consumer: quantity driven with a large family to feed

  6. Consumer

  7. SALESPERSON ADVICE Publix • Asked what qualities the consumer was looking for then said his favorite • For health: Chobani because of Publix specials • For taste: Yoplait’s unique flavors Wal-Mart • Advice was rushed and careless • For Health: Activia • For price: Wal-Marts “Great Value” brand *noticed an increase demand for Chobani Greek yogurt

  8. THEORY APPLICATION • Intrinsic self-relevance: based on consumer’s means-end knowledge through their past experiences with a product • Ex. Strawberry banana yogurt • Situational self-relevance: determined by aspects of the immediate and social environments that activate important consequences and values • Ex. Purchasing specific products based on deals

  9. OUR RECOMMENDATION Publix • Continue to offer deals on Chobani yogurt • Offer a broader variety of Chobani flavors • Invest more effort on displays Wal-Mart • Increase focus on customer service • Still offer Chobani because of increasing demand • Offer specials

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