This Study Resource Was: Who'S Picking Up Puffed Rice 1

WHO’S PICKING UP PUFFED RICE 1
Who’s Picking Up Puffed Rice?
Kanisha Douglas
Dr. Stephen Hiatt
MKT 305-Consumer Behavior
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February 5, 2017
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Who’s Picking Up Puffed Rice?
I went to Walmart Super Center around 12:00am, after leaving work to complete some
shopping. I decided to that this opportunity to observe and analyze other consumers while
shopping. I personally, prefer to begin in the back of the grocery section of the store and
carefully walk up each aisle and grab things from my list. During my visit to store, I observed
three other consumers who were also shopping, an older man, a group of seemly collage aged
individuals, and a woman with her baby.
I quickly walked to the back of the grocery section of Walmart, and I spotted an older
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man, possibly in his mid-40’s or 50‘s carefully reviewing some dairy items. It seemed as if he
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was trying to determine which item would be the best pick. In each hand, he held two different
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types of coffee creamers. I assumed that he was comparing his normal pick to the store brand
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which was a bit lower in price. He ended up choosing the Walmart brand, I assume because of
the price. He looked at me and I quickly grabbed my Almond milk and proceed to the next aisle
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of the store.
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I realized that everyone shopping has already identified a need or needs. This is what
brought us all to the grocery store. As I float through the store, I find myself desperately trying to
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only grab items on my grocery list. Everything seemed to be subliminally screaming look over
here. The store is very we lite and for the first time, I took the time to observe what’s going on.
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The entire store is strategically set up to encourage me and other to make certain purchases and
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attract our eyes to specific items. The endcaps of the grocery aisles have small tv’s where
consumers can get information about the various products displayed on them.
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Continuing on, I ran across a group of seemingly college aged students. They didn’t
really appear to having an agenda like myself. They were kind of randomly snatching items of
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the selves. There were three guys with one shopping cart between them. There basket consists of
items like toiletry items and microwaveable foods. From what I could see, all of their items were
name brand. I over hear two of the young men discussing or rather debating the type of cereal
they wanted to purchase. I giggled as a past because one of them said, “Man if you don’t put
down those Fruity Twirls and pick up them Fruit Loops”.
I thought to myself, what is wrong with the store brand? I wanted to ask him why he
preferred that particular brand of cereal. I have purchased “Fruity Twirls” before. I admit, at that
time in my life, I would have preferred to purchase the Fruit Loops. At that moment in my past,
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my motivation was cost, and adhering to my projected budget. He on the other hand did not seem
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to be concerned about price. He and his crew were well dressed, in my opinion, and may not
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have been “starving” college students.
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Moving through each aisle gave me an opportunity to really see more then I had initially
planned. My usual visits to the store consist of me slowly plod around carefully checking things
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off of a list of things I need. A sort of carefully planned but mindless task. Upon entering the
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store there is not thought about my brand selection. I rarely have a problem deciding between
product brands. Today, I asked myself, “Why are you picking those very specific products”? It’s
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like man I saw initially, for example, seemed to be having a hard time choosing between to
brands of coffee creamer. I assumed that his motivation was price. For me, a person who drinks
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coffee almost daily, this would be a “no brainer”. I know what my preferred creamer is.
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Once I finished gathering the food from my list, I walk to the other side of the store. I
notice a young woman with a new born. We were both shopping for toothpaste. I was unable
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immediately locate the brand I prefer, and assume that she was having the same issue. We stand
there scanning the different brands, until finally she selected a tube. She read over it carefully
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before placing it back on the self. I wondered why she had chosen to put it back. I select my
toothpaste, but continue grazing over the selves. The young woman continued as well. She
eventually selected a tube of Crest, and proceeded to the next aisle.
With my shopping completed, I headed the register to pay for my items and exit the store.
I thought carefully about all that I had observed. It’s obvious that everyone walking around the
grocery store has already identified a need. This is what brought them to the store and we know
Walmart has been identified as the point of purchased. Each of the consumer, including myself,
had different purposes for being at the store. Of the people observed, only one of the four, chose
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a store brand product. These rest of us chose more reputable brands. Each of us saw the value, in
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the brands that we chose.
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Based on my observations, only one of us was selecting a new product. In my opinion, no
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prior research had been conducted prior to making the decision. Of course, preferences were
taken into consideration, but I feel that price may have contributed to the decision. The rest of us
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seemed to be more familiar with the various product we selected. The older man took time while
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at the store to review a product and explore the alternative. We don’t know the factors that played
the biggest role in his overall selection. Color, smell, favor preferences, religion, or ethnic
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background all could have also played a role.
As I walked around the store, I couldn’t help but notice how bright and colorful store
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was. There were many products with labels intended to draw the eye and spark interest. There
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are some products that look like their competition, while others uniquely stand out. Take laundry
detergent for example. Let’s look at the two brands Tide and Gain. Both products claim to have
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similar benefits both their packaging looks completely different. Original Gain containers are
green with bold orange letters. While Original Tide comes in and orange container with bold blue
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printed letters. This is not by coincidence. The marketers responsible for designing these labels
knew that understand that everyone interprets colors differently. Warm Colors such as red, pink,
orange, yellow, and beige tend to be eye catching, and can induce a sense of courage and energy.
Cold colors like violet, blue, turquoise, navy, and green, give the feeling of stability and quality,
and are often used to add emphasis to the content.
It’s very important to understand the marketing process. Understanding the buying
process is the key to implementing an effective marketing strategy. A grocery store the perfect
example of these strategies in action. From the way the store is organized to the products that are
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carried, it’s obvious to see the goal of marketers is to motivate consumers to purchase items.
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References
Babin, B. J., & Harris, E. G. (2017). Consumer Behavior (7th ed.). Boston, MA: Cengage
Learning.
The Impact of Color in Advertising, Marketing, and Design. (n.d.). Retrieved February
02, 2017, from https://www.blurgroup.com/blogs/group/the-impact-of-colour-in-advertising-
marketing-and-design
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H. (n.d.). The Six Stages of the Consumer Buying Process and How to Market to Them.
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Retrieved February 09, 2017, from http://www.business2community.com/consumer-
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marketing/six-stages-consumer-buying-process-market-0811565#hAlSAaB3MyMpBH87.97
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WHO’S PICKING UP PUFFED RICE 1

Who’s Picking Up Puffed Rice?

Dr. Stephen Hiatt

MKT 305-Consumer Behavior

Who’s Picking Up Puffed Rice?

individuals, and a woman with her baby.

down those Fruity Twirls and pick up them Fruit Loops”.

eventually selected a tube of Crest, and proceeded to the next aisle.

background all could have also played a role.

and are often used to add emphasis to the content.

02, 2017, from https://www.blurgroup.com/blogs/group/the-impact-of-colour-in-advertising-

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