ProcesS: Read the attached handout, \"The Consumer on the Couch\" . Review your
ID: 2491419 • Letter: P
Question
ProcesS: Read the attached handout, "The Consumer on the Couch" . Review your Retailing chapter .Visit a Retailer, observe how they have applied the principles (or lessons) identified by the handout .Complete the assignment below Identify how the Retailer has (or has not) followed each of the following retail principles: 1. What is the Retailer type (or format) - Specialty Retailer, Hypermarket, etc.? Explain. How is the Retailer's product mix different from its competition? Explain. Who is the Retailer's target market? Does the product mix support this target? 2. 3. Explain. Does the Retailer's location, pricing, or promotion also support this target market? Explain. At the store entrance and 'to the right' - what strategic or important items have they placed in these locations? Explain why. Product organization - which items are located together or next to each other, and why? Where is the cash counter located? Why? What products are located by the cash counter, and why? Does this Retailer do anything to 'appeal to senses' (sight, sound, smell, touch, and/or taste)? Explain. 4. 5. 6. 7. 8. 9. 10. Having completed your site visit, what recommendations would you make to the Retailer to improve their appeal to their target market. If you observe that the Retailer is not practicing the principles discussed in the chapter or attached handout, you should either recommend changes, or explain why you think the Retailer's practice is appropriate (correct).
Explanation / Answer
Answer
Answer 1 : The Retailer type is hypermarket.
Answer 2 : Retailer keeps all type of FMCG goods compared to specific goods kept by its competition.
Answer 3 : Retailer’s target market is all FMCG consumers. Yes, product mix support the target market.
Answer 4 : Retairer’s location is nearby residential area of metro city surrounded by large population. Retailer’s pricing and promotion also support target market.
Answer 5 : At srore entrance and to right, It has placed all discounted products. Apart from this, It has also placed snakes and chocolates. Discounted products can catch attention of customers at large and snakes and chocolates can catch attention of kids. So It will help in increase in sales of retailer.
Answer 6 : Items of Vegetables, fruits are located next to each other. Items of Chocolates, Biscuits and Snakes are located next to each other. Items of toothpaste, soap, shampoo, and conditioner are located next to each other. Items of edible oil, butter, suger , food grains are located next to each other because they form same nature and class consumable products and customers can easily locate all needed products in nearby location.
Answer 7: Cash counter is located on right side near entrance of the store so that it will be easier to make bill and receive payment from customer and same can be verified by security personnel at entrance door.
Answer 8 : Snakes and Chocolates are located by cash counter so that they can catch easily attention of kids to buy those products.
Answer 9 : This retailer places products in such way that catches easily attention to customers. It uses sight ‘appeal of Sanses’.
Answer 10 : During site visit, I have seen many high discounted products which were not sold for long time. So I would recommend retailer to offer small discounts at small time interval period before inventory of products become outdated and secondly it should analyse sales pattern of the various products sold in past period and maintain inventory of such products in line with such past sales to avoid high inventory level in future.
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