GHOST SHOPPING INSIGHT TO YOUR GROCERY STORE YOGURT Consumer Behavior Araima Caballero-Conitni, Drew Hernandez, Alexa Lopresti, Anita Raubeson, Gabriela.

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Presentation transcript:

GHOST SHOPPING INSIGHT TO YOUR GROCERY STORE YOGURT Consumer Behavior Araima Caballero-Conitni, Drew Hernandez, Alexa Lopresti, Anita Raubeson, Gabriela Slemer

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

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

Picture of Wal-mart yogurt section

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

Consumer

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

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

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