Running head: ASSIGNMENT ONE:
Assignment One: Cereal Aisle Analysi
Consumer Behavior (MKT305)
March 10, 2016
Assignment One: Cereal Aisle Analysis
Observed Store
Walmart is one of my favorite places to shop, one because it’s my one stop shop. Also Walmart brings many diverse consumers into its establishments. I decided to do my observation at noon, on March 11, 2016. Due to the area being on a main highway and surrounding schools, doing an observation around noon is beneficial for getting accurate results without distractions.
Observed Behavior
I observed 3 consumers in overall, consumer 2 and 3 in the cereal aisle and consumer 1 in the frozen pizza aisle. The information about the consumers are recorded in the Appendix. Before making a purchase choice, a consumer goes through a selection process that consist of stages: recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. In this research, consumers acknowledges that they have the need to buy cereal or frozen pizza. At Walmart, these consumers encountered many selections, particularly for cereal. Personally making a decision for what kind of cereal to buy can be overwhelming with the large variety that this super store carries. These consumers purchase decision mostly based on price first, second value, and third familiarity with the product. Once making their decision, these consumers exhibited a changed post-purchase behavior. For some of the consumers selected a product and instantly left the aisle and as for the other consumers remained in the aisle trying other alternative brands but they still kept their previous choice.
How Consumers Determine Value
Customer value is the gratification a consumer feels after making a purchase for goods or services relative to what she must give up to receive them. The consumer does not consider value of a product as only the money spent, but the time considered that it takes to acquire a...