Cereal Aisle Analysis - Essay Example

Publix Grocery Store Consumer behavior is something that has interested marketologists and business entities as long as these two have existed. Theobvious reason for this is the fact that consumer behavior is ultimately the main determinant of whether or not money will be spent on a particular product and if so to what degree. Although it may be tempting to view consumer behavior as something of a monolithic and singular entity, the fact of the matter is that each and every consumer integrates with a given product in a different way and to a different degree. In such a way, seeking to find that baseline of consumer behavior is a difficult task. Rather, market colleges and analysts who have attempted to understand consumer behavior have oftentimes turned to an approach that is loosely referred to as the least common denominator. Within such an approach, an average of consumer behavior, or an aggregate of particular individuals is combined to render a more accurate picture and understanding of the manner by which the potential future consumer might necessarily integrate with the given product. Once this aggregate is understood to a more complete degree, the market colleges and experts within the field and then more effectively seek to leverage this particular behavior or thought process as a means of selling more of the product. For purposes of this particular analysis, the author will discuss the means by which individuals behaved on the cereal aisle of a local grocery store. Beyond merely being the assigned subject matter, the choice of the cereal aisle is important due to the fact that it represents perhaps the greatest level of choice that the consumer is faced with in the grocery store. If one stops to consider the fact that there are only 2 to 3 different brands of milk, 10 to 15 different brands and types of cheese and/or 20 to 30 different types of suits, it can also tangentially be understood that there are anywhere from 40 to 60 different brands of breakfast cereals. Within such a way, consumers are faced with the widest array of choice; both with respect to overall healthfulness and cost per unit. With regards the specific analysis which was engaged, this was done at a local grocery by the name of Publix. What was immediately noted once a full comparison was made between consumer behavior and activity upon other aisles as compared to the cereal aisle was stark. Ultimately, consumers would proceed through the other aisles in something of a robotic fashion; oftentimes shopping based upon price alone. Although there were more than a few deviations from this which were noted (namely with regards to purchases such as salad dressing and/or a desire to purchase a name brand when it came to spices or flavoring), the broad majority of consumer action that was noted upon the other aisles as compared to the cereal aisle was concentric upon a desire to purchase the lowest priced item and/or the store branded alternative. However, when many of these individuals approached the cereal aisle, a different level of consumer behavior was served entirely. As such, rather than choosing the cheapest brand or being particularly health-conscious, another aspect consumer behavior that was noted on many of the aisles, individuals invariably gave in to their basic desires and preferences. This was noted as a far greater majority of branded cereal was the choice of the consumer and a much higher percentage of extraordinarily unhelpful cereal was chosen as compared to store branded/healthy alternatives that existed in less abundance. The overall of abundance of choice in and of itself was something of particular interest. As has been defined earlier in this analysis, the individuals within the grocery store in question were specifically interested in the overall price structure and healthfulness of the food item in question. However, when they proceeded to the cereal aisle, these concerns invariably were thrown to the wind (Hurley & Lieberman, 2005). This deviation from standard consumer behavior is perhaps a very good indication of the reason why there are so many different brand name cereal alternatives. Comparatively, there exists storebrand alternatives for almost each and every product that the grocer cells. However, when it comes to the cereal aisle, out of 46 branded cereals, there were only seven store brands. As such, it is the understanding of this author that the cereal makers have fundamentally understood this reality and have merely sought to market their products based upon it. By the same token, when the cereal aisle was analyze to a further level, it was noted that more than 70% of the cereals offered, both branded and unbranded were highly sugared and offered little if any nutritional value for the consumer. However, whereas this may have been a game changer in any other part of the grocery store, on the cereal aisle, it was all but ignored. Whereas it is a common cliché that screaming and demanding children are ultimately be determinant of what cereal is purchase, this was only noted in one of the several instances which were analyzed and recorded. Similarly, with regards to how to specific consumers determine value, it was the observation of this particular student that person 1 into the cereal aisle and stopped near a shelf containing both Coco Puffs and Chocolate Balls (the Publix Branded alternative). Whereas the public’s branded alternative was fully 88 cents cheaper, the individual did not hesitate to reach for the Coco Puffs and place them into her shopping cart. Although this in and of itself is not a particularly interesting consumer choice, once this decision had been made in the individual proceeded further in the grocery store, it was noted by this student that fully half of her grocery cart was filled with Publix branded items. As such, the level of consumer behavior that was exhibited on the cereal aisle was a clear and definitive deviation from that which had been exhibited on the other aisles that she had been shopping previously and shopped subsequently. Likewise, with regards to person two, accompanied by his wife, an interesting level of understanding was noted. Whereas individuals that shopped in pairs had previously chosen a particular item with the tacit and innate understanding that they would share this item once they arrived back to their place of residence, and entirely different dynamic was noted on the cereal aisle. In effect, what was seen was a situation in which both the husband and the wife, or the boyfriend or girlfriend, both selected a cereal of their choice and brought it back to the shopping cart. Rather than gaining any level of approval or making a type of joint decision with regards to what they would have, this proved to be a fundamental level of understanding with regards to the way in which consumer behavior differentiates upon the cereal aisle as compared to the other aisles of the grocery store (Hurley & Lieberman, 2006). Lastly, in seeking to answer the question of how specific brands sought to attracts individuals to their product offering, this was a blissful, if at all, noted. Once again, whereas keep promotional activities such as the inclusion of a coupon or a special could have affected consumer choice on other aisles of the grocery store, this was not noted to dramatically impact upon consumer behavior on the cereal aisle. Ultimately, what was seen instead was a situation in which the individual consumer was almost determined with regards to what they want prior to arriving at the cereal aisle and hardly any level of marketing or products differentiation could persuade them otherwise (Page et al, 2008). As such, it is the understanding of this student that from the observations that were made and recorded in the appendix of this brief analysis, the consumer choice is a varied and complex activity that cannot and should not be categorically defined with regards to a specific individual or a specific purchasing activity. In effect, similar behavior and product preference is ultimately something that is entirely concentric upon the whims and desires of the individual and cannot be categorically stated to apply to such activities as grocery shopping in general. Moreover, previously understood stereotypes with regards to the means by which demanding children or price/health-conscious consumers engage in product choice upon the cereal aisle were all but anulled as a result of this study. Finally, it must be cautioned that even though this particular study was carried out with all due rigor, it cannot be said to be entirely effective and/or universal. As such, in order to understand consumer behavior with regards to the cereal aisle to a greater degree, it would be necessary to engage in a large population, geographic area, and diversity of grocery stores. However, for purposes of this brief analysis, a cursory overview of consumer behavior and one particular grocer must suffice. Appendix: Person 1: Approached cereal aisle with a shopping cart laden with other low cost alternatives and opted for the branded cereal offering that approached 4 dollars in overall cost. Little if any attention was paid to other offerings and no comparison of health impacts was noted as she did not view the package. Person 2: Approached the cereal aisle and proceeded to decide between two branded cereals. The choice was not apparently made based on price as she opted for the more expensive on, nor was it made on health benefits as she did not review the nutrition facts. Person 3 (couple): Approached the cereal aisle and proceeded to split into two distinct consumers; the man choosing his favorite cereal (branded) and the female choosing her own cereal – also branded. Once this choice was made the student observed further shopping habits that they engaged in and noted that they shopped as a pair except for the deviation that was observed on the cereal aisle. Person 4 (mother with young son): Approached the cereal aisle and made a determination of cereal based upon seeming instinct. No delineation of choices was seen to impact upon her as she merely proceeded to the correct location on the cereal aisle, made her branded choice and proceeded on. No demands by the child were seen or heard. Person 5: Approached the cereal aisle and sought to compare two cereals; however, once again, the comparison did not take place with regards to price or nutrition information as the higher price was once again chosen and nutrition information was not viewed. Person 6: Approached the cereal aisle and purchased both a branded and non branded cereal item. References Hurley, J, & Liebman, B 2005, 'Some like it hot: competition in the cereal aisle', Nutrition Action Health Letter, 32, 9, pp. 12-15, CINAHL Plus with Full Text, EBSCOhost, viewed 21 July 2013. Hurley, J, & Liebman, B 2006, 'Confusa clusters: a "yogurt-coated," "high-fiber" romp through the cereal aisle', Nutrition Action Health Letter, 33, 3, pp. 12-15, CINAHL Plus with Full Text, EBSCOhost, viewed 21 July 2013. Page, R, Montgomery, K, Ponder, A, & Richard, A 2008, 'Targeting Children in the Cereal Aisle: Promotional Techniques and Content Features on Ready-to-Eat Cereal Product Packaging', American Journal Of Health Education, 39, 5, pp. 272-282, ERIC, EBSCOhost, viewed 21 July 2013. Read More