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Students Name & Roll no: Perminder Singh (B59) 11002180 Neha Chopra (B63) 11002311
Evaluation Parameters:
Learning Outcomes: To further understand and gain extensive knowledge regarding concepts of
consumer behavior.
Declaration:
I declare that this Assignment is my individual work. I have not copied it from any other students
work or from any other source except where due acknowledgement is made explicitly in the text, nor
has any part been written for me by any other person.
Students
Signature
:
General Observations
Marks Obtained:
Index
Consumer profiling
Characteristics of Heavy Stores Brand Buyers
Characteristics of Light Stores Brand Buyers
Marketing Strategy
Retail Implications
Advantages of retailers own brand
Conditions retailers must have for managing
their own brands
Conclusion
Annexures
References
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Page No.
2
4
5
6
7
10
11
14
15
23
Consumer Profiling
Parameters
Table 1A HOUSEHOLDS
Table 4A OCCUPATION
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No. of Heavy
users
No. of Light
users
Married couple
ranging their family
members 3-5, either
having youngest
child age from 0-5 or
having oldest child
from age 0-5 are the
heavy store brand
buyers.
(Annexure 1A)
Separated couple
ranging having 6+
members, either
having youngest
child age from 12
to 17 or having
oldest child age
from 12 to 17 are
light store brand
buyers.
(Annexure 1A)
Females whose
husband is
employed full time
or Males whose wife
is employed full time
are heavy store
brand buyers.
(Annexure 2A)
Females whose
husband is full
time homemaker
or males whose
wife is employed
part time are light
store brand
buyers.
(Annexure 2A)
household whose
annual income is
between 70k to
100k,they have been
to some college and
perceived
themselves to be
medium
tech savvy are heavy
store brand buyers.
(Annexure 3A)
Household whose
annual income is
in between 60k to
70k, they have no
college degree
and consider
themselves to be
highly tech savvy
are light store
brand buyers.
(Annexure 3A)
Not employed
people are heavy
store brand buyers.
(Annexure 4A)
Precision
production, craft
and repair.
(Annexure 4A)
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White people in
between 25 to 34
and feel a lot
younger than their
age are heavy store
brand buyers.
(Annexure 5A)
Other ethnic
subculture
between age
group 18 to 24
and moderately
disagree/agree
are the light store
brand buyers.
(Annexure 5A)
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The retailer and trade partnership becomes more about cooperation and less about the retailer
negotiating with the manufacturer or supplier on price and listings. By working together, the
parties involved can solidify trade relationships and ensure that the category as a whole
remains profitable and emotionally appealing to the customer so that both private label and
branded goods win.
Recognize that a salient consumer need should be the springboard for an own brand proposition:
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Less Sustainable
Location.
Customer Loyalty.
Customer Service.
Exclusive Merchandise.
Low Cost Supply Chain Management.
Information Systems.
Buying Power with Vendors.
Committed Employees.
Better Computers
More Employees
More Merchandise
Greater Assortments
Lower Prices
More Advertising
More Promotions
Cleaner Stores
Customer Loyalty
Customer liking towards one retailer over another one. Customers will be reluctant to patronize
competitive retailers.
Retailers build loyalty by:
Retail Branding
Stores use brand (stores name and store brands private label brands) to build customer loyalty.
Retail brand:
Can create an emotional tie with customers that build their trust and loyalty.
Facilitates store loyalty because it stands for a predictable level of quality.
Brand Image.
Positioning.
Unique Merchandise.
Customer Service.
Customer Relationship Management Programs.
Vendor Relationships
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Location
Growth Strategies
Market Penetration.
Market Expansion.
Retail Format Development.
Diversification.
Market Penetration
Market Expansion
Market expansion growth opportunity involves using the existing retail format in new market
segments.
Dunkin Donuts new stores (and at gas stations).
Abercrombie & Fitch (for college students) opens lower-priced chain Hollister Co. for high
school students.
Develops a new retail format with a different retail mix for the same target market.
Multi-channel retailing.
UK based TESCO:
Tesco Express: small stores located close to where customers live and work.
Tesco Metro: bring convenience to city centre location by specializing in ready-to-eat meals.
Tesco Superstores: traditional stores.
Tesco Extra: one-stop destination with the widest range of food and non-food products.
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Introduces a new retail format toward a market segment that is not currently served by the
retailer.
Vertical integration into wholesaling or manufacturing.
Other Strategies
Price reductions: Reducing the price of its products and decreasing their own margins
manufacturers try to restrain private labels market share; however, this option is not useful in the
case of store brands because it may have a bad influence on national brands image, with a
consequent competitive advantage for store brands.
Secondary brands: Manufacturers can also decide to introduce a secondary owned brand with the
same price positioning of store brands in order to directly trouble store brands. However, this action
is short-termed and is not really likely to be effective because of the easy possibility of exclusion
from the assortments by retailers.
Pull strategies: National brand companies can try to enhance and consolidate the brand loyalty of
their customers through actions such as more accurate market segmentation, a more effective
branding strategy and higher investments on creative and original advertising.
Higher product quality-differentiation: Raising the investments on product development and
marketing strategy, the manufacturer can try to enhance the quality gap and positioning gap towards
store brands, reinforcing the communication and aiming at creating a distinctive brand image.
Product innovation: Focusing more effectively on R&D activities manufacturers can attempt to
introduce new features in their products or completely innovate them, thus creating technological and
financial obstacles for the retailers who aim at producing quality-equivalent store brands.
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Table 1A HOUSEHOLDS
Number in
Sample
% Total Sample
Household Size
Marital Statusa
Children at Home
Youngest Child at
Home
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523
1294
3-5
1351
6+
133
2262
216
77
283
484
1805
765
2-3
687
4+
88
0 to 5
675
6 to 11
275
12 to 17
258
18+
277
0 to 5
399
6 to 11
321
12 to 17
344
18+
421
No. of
heavy/lo
52.3 w users
49.7
260
51.4
665
54.6
737
54.3
72
54.3
1229
42.0
91
40.0
31
46.2
131
52.8
255
51.0
921
52.6
402
56.3
387
44.4
39
58.4
54.3
50.2
47.8
394
149
130
132
59.0
59.9
51.1
48.0
235
192
176
202
bCell values are the percent of respondents to the question who answered 12 or more times per year:
codes 5, 6, and 7
cCell values are the percent of respondents to the question who use product 5+ times a week
(dessert, diet soda, sports drinks) or 1+ times a week (cordials, chocolate bar, premium icecream):
codes 5, 6, and 7
dCell values are the percent of respondents to the question who indicated ownership: codes 1 and 2
eCell values are the percent of respondents to the question who watch that type of show regularly;
coded as 1 = yes; 2 = no
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Female Respondents
Male Respondents
1
2
3
4
1
2
3
4
Number in
Sample
795
36
210
5
571
144
171
228
No. of
52.3 heavy
61.8
491
45.5
16
57.5
121
80.0
4
47.2
270
52.5
76
45.1
77
48.4
110
bCell values are the percent of respondents to the question who answered 12 or more times per year:
codes 5, 6, and 7
cCell values are the percent of respondents to the question who use product 5+ times a week
(dessert, diet soda, sports drinks) or 1+ times a week (cordials, chocolate bar, premium icecream):
codes 5, 6, and 7
dCell values are the percent of respondents to the question who indicated ownership: codes 1 and 2
eCell values are the percent of respondents to the question who watch that type of show regularly;
coded as 1 = yes; 2 = no
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Household Income
Education
Tech Savvya
1
2
3
4
5
6
7
8
1,2,3
4
5
6
7
(Perceived)
In Thousands
No
HS
Some
College
Graduate
1,2
3,4
5,6
<20
20-30
30-40
40-50
50-60
60-70
70-100
>100
Degree
Degree
College
Degree
School
Low
Medium
High
526
359
335
333
325
279
522
477
197
747
1102
630
417
1078
1511
690
52.3
46.0
45.5
55.3
55.1
59.6
52.2
55.8
54.1
36.1
49.0
52.9
57.2
59.7
53.8
50.9
54.2
No. of
heavy
users
242
163
185
183
194
146
291
258
71
366
583
360
249
580
769
374
alevel of agreement with "I consider myself tech savvy." 1,2 = definitely/generally disagree; 3,4 =
moderately disagree/agree; 5,6 = generally/definitely agree
bCell values are the percent of respondents to the question who answered 12 or more times per year:
codes 5, 6, and 7
cCell values are the percent of respondents to the question who use product 5+ times a week
(dessert, diet soda, sports drinks) or 1+ times a week (cordials, chocolate bar, premium icecream):
codes 5, 6, and 7
dCell values are the percent of respondents to the question who indicated ownership: codes 1 and 2
eCell values are the percent of respondents to the question who watch that type of
show regularly; coded as 1 = yes; 2 = no
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Table 4A OCCUPATION
% Total Sample
Occupationa
1
2
3
4
5
6
7
8
9
10
Number
in
Sample
512
368
269
202
160
219
130
26
242
923
No. of
heavy
52.3 users
55.4
284
53.2
196
57.3
154
51.6
104
45.8
73
54.0
118
56.6
74
38.5
10
53.0
128
52.0
480
cCell values are the percent of respondents to the question who use product 5+ times a week
(dessert, diet soda, sports drinks) or 1+ times a week (cordials, chocolate bar, premium icecream):
codes 5, 6, and 7
dCell values are the percent of respondents to the question who indicated ownership: codes 1 and 2
eCell values are the percent of respondents to the question who watch that type of show regularly;
coded as 1 = yes; 2 = no
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% Total Sample
Ethnic Subculture
Age
White
Black
Hispanic
Other
18-24
25-34
35-44
45-54
55-64
>64
1,2
3,4
5,6
Number
in
Sample
2549
317
310
169
163
654
739
707
485
597
526
1261
1529
no. of
heavy
52.3 users
56.0
1426
35.8
113
41.7
129
47.0
79
57.4
94
59.8
391
49.4
365
54.3
384
51.7
251
44.3
264
55.2
290
51.6
651
52.3
799
aAgreement with "I feel a lot younger than my age." 1,2 = definitely/generally disagree; 3,4 =
moderately disagree/agree; 5,6 = generally/definitely agree
bCell values are the percent of respondents to the question who answered 12 or more times per year:
codes 5, 6, and 7
cCell values are the percent of respondents to the question who use product 5+ times a week
(dessert, diet soda, sports drinks) or 1+ times a week (cordials, chocolate bar, premium icecream):
codes 5, 6, and 7
dCell values are the percent of respondents to the question who indicated ownership: codes 1 and 2
eCell values are the percent of respondents to the question who watch that type of show regularly;
coded as 1 = yes; 2 = no
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% Total Sample
Gender
Geographic
Regiona
Male
Female
1
2
3
4
5
6
7
8
9
Number in
Sample
1588
1757
160
479
537
257
638
227
336
225
486
No. of
heavy
52.3 users
48.4
769
55.8
981
53.8
86
48.8
234
53.2
286
51.6
133
53.4
341
53.7
122
49.8
167
61.9
139
49.9
242
a1 = New England; 2 = Middle Atlantic; 3 = East North Central; 4 = West North Central; 5 =
South Atlantic; 6 = East South Atlantic; 7 = West South Central; 8 = Mountain; 9 = Pacific
bCell values are the percent of respondents to the question who answered 12 or more times per year:
codes 5, 6, and 7
cCell values are the percent of respondents to the question who use product 5+ times a week
(dessert, diet soda, sports drinks) or 1+ times a week (cordials, chocolate bar, premium icecream):
codes 5, 6, and 7
dCell values are the percent of respondents to the question who indicated ownership: codes 1 and 2
eCell values are the percent of respondents to the question who watch that type of show regularly;
coded as 1 = yes; 2 = no
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% Total Sample
Ideal Self-Concepta
Adventurous
Affectionate
Ambitious
Assertive
Careful
Competitive
Easy-going
Independent
Masculine
Sensitive
Tolerant
Traditional
Youthful
Number in
Sample
1478
2359
1999
1706
1866
1279
2196
2395
893
2150
1966
1481
1302
No. of
heavy
52.3 users
53.6
792
54.6
1288
53.4
1067
52.4
894
51.8
967
49.4
632
54.1
1187
53.5
1280
48.2
430
53.8
1157
55.5
1091
52.7
780
51.6
672
aCell values are the percent of respondents to the question who answered that the term would
generally or definitely describe ideal self; 5 or 6 on a 6-point scale
bCell values are the percent of respondents to the question who answered 12 or more times per year:
codes 5, 6, and 7
cCell values are the percent of respondents to the question who use product 5+ times a week
(dessert, diet soda, sports drinks) or 1+ times a week (cordials, chocolate bar, premium icecream):
codes 5, 6, and 7
dCell values are the percent of respondents to the question who indicated ownership: codes 1 and 2
eCell values are the percent of respondents to the question who watch that type of show regularly;
coded as 1 = yes; 2 = no
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