We research store layout, the consumer decision process, observing consumers paths and the effects of branding. The average consumer is affected by a range of different external influences, a major source of this is due to conformity. Asch theory of conformity suggests that, conformity is caused by consumers feeling the need to adhere to the norms which are socially accepted in society. Conformity therefor must affect the decision making process, described by Hutt and Speh in 1981, which has five stages, from need of product to the brand that is chosen. Supermarkets then employ a range of different strategies, to influence a consumers choice of product. These strategies are; action ally, suggestive selling and positioning.
To look at these different strategies in action, we spent a lot of time in supermarkets, undertaking a range of observation techniques, such as mapping, tally charts, and attempting to influence consumers. We drew the stores layout to determine how customers move through the stores and whether they adhere to the action ally path created by the supermarket. The supermarket introduced action alley because it plays on our unconscious flocking behaviour, discussed in Herd by Earls, which will encourage large numbers to flock into specific areas of the store. These are also known as Hotspots. Hotspots within Asda can be found around the fresh meat and deli counters, and the fruit and vegetable sections as well as promotional ends. In Sainsburys the hotspot was again around the fresh meat section and on the promotional end. We found the path to be very effective in leading consumers both through-out the store, but also into the furthest sections of each department, for example the hotspots in both Asda and Sainsbury we in the meat section in the furthest section on the left area in the chilled department.
We also conducted an experiment with Tomato Ketchup to see if the branded product was chosen over the cheaper alternatives. The first time we did the experiment we did so without telling the consumer the price, and the second time we told them the price. In order to see whether this had any bearing on their decision. Our results showed that after knowing the price, a small number of people chose an alternative brand. Showing that although price can affect the decision the majority of consumers displayed brand loyalty.
We then conducted a taste test with, Heinz, Branston and Smartprice, The consumers each knew, which brand they were tasting and we first asked, which they preferred. This resulted with Heinz being the popular taste, but after being told the price they were again asked, which they preferred, Three people who had previously chosen Heinz chose Smartprice. This was a massive price jump, showing how important price can be to a consumers decision.
After these experiments we then tried to influence the consumers decision ourself, by using a negative or a positive comment about a brand, whilst they were trying to make their decision. These experiments did not work at all. The consumer appeared not to be affected by outside judgements. This may be due to cognitive dissonance. Cognitive dissonance by Festinger, which is a theory suggesting that if two elements are contrary, for example opinions it will create dissonance. Consumers will actively avoid situations and information, which might increase it. This theory could suggest why people will only buy certain products, and ignore messages from others.
We have found that Flocking behaviour is present within supermarkets. They use this to manipulate consumers to walk throughout the store. Conformity also plays a major role in encouraging consumers to purchase products. More specifically we found that women are more loyal to their brands than men, therefore take a shorter time when deciding what to purchase. Where as men our undecided and take over a min to make a decision, making them more easily influenced by packaging and advertising.
References
EVANS, M. FOXALL, G. JIMAL, A. 2009. Consumer Behaviour. Second Edition. Wiley Publication.
McCRAKEN, G. 2006. Flock and Flow. First Edition. United States of America: Indiana University Press.
No comments:
Post a Comment