According
to observational analysis the supermarket chain was accurate to a high degree
in their beliefs about shopping behavior for customers over 65 years old. The
notes from in-field observation were measured against the six beliefs of the
supermarket chain. The chain wants a successful future by targeting this older
market segment so it is important to understand the target customers. The
supermarket chain believes older consumers behave differently while shopping
compared to other consumer groups. For the majority, elderly consumers are more
price conscious and purchase items in smaller servings. Non-grocery items and impulse
products are less likely to be purchased by older shoppers. Last, elderly
shoppers may have some physical problems.
Elderly
shoppers evaluate grocery stores differently from other consumer groups. Other
consumer groups were moving at a much faster pace than the subject. Other
consumers also selected more brand names, used baskets instead of grocery
carts, and stopped at displays. Larger displays and brighter lights may have
improved how the subject (and whole consumer group), evaluates County Market.
The friendly cashier bagged the subject's groceries which is another example of
the differences because the same service would likely be less valuable for a
different segment.
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| Healthy Part of a Balanced Breakfast and Hard Working Mind |
The
belief that elderly consumers are more price-conscious is accurate according to
field observations. The subject purchased the cheaper alternative for most
products and examined the prices for almost every item. There was a low impact
of price savings between items, usually under a dollar, but it was still a
heavy influencer. Many items had a sales sticker. The cost of the item was not
the only deciding factor, the subject bought favorable, familiar, and more
expensive products such as frozen meals. Next, the purchase of multiple, large,
and pricier lasagnas also contradicted the belief that the elderly buy items in
smaller servings. While this error could be related to a number of
uncontrollable variables such as the upcoming holiday, overall observational
analysis shows this belief to be the only one found incorrect. Most of the
items purchased were inconsistent with the smaller-serving-size belief.
To
confirm elderly shoppers rarely purchase non-grocery items a statistical
analysis of the final purchases was conducted. This belief came out to be
accurate for 90.90% of the items. The subject purchased paper towels which was
the only deviation from a grocery only shopping cart. Next, according to the direct
observation analysis, impulse items are not usually bought and may not be
bought at all by the subject and segment as a whole. The subject was unaffected
by items such as 99-cent snacks displays located at high traffic areas. The
subject showed no interest in other impulse items like tabloids, candy bars,
and car fresheners at checkout. Because impulse items were unnoticed while
close inspection was needed for a single tomato, the subject confirmed this
consumer group will not be likely to get impulse items.
Structured
observation revealed physical limitations for the subject. The physical
problems the subject had while shopping were mostly vision related. The subject
inspected a lot of items closer and farther away from the eyes. In addition,
the subject wore thick-lensed glasses. Items above eye-level were considered
impossible and out of reach. However, an extensive assistance program may not
be cost-effective because the subject demonstrated a high degree of
independence. Attempts by the store to help elderly customers such as motorized
scooters were not needed by the subject, neither was the assistance of any
employee. However, brighter lighting would have helped inspect products and
brighten the tall aisles. A greater availability of employees who are aware of
the segment’s physical limitations could lead to higher sales.
 |
| EBT - BRAIN FOOD |
Through
disguised observation the behavior of the subject, an elderly shopper, was
found to be consistent with the majority of the findings conducted by the large
supermarket chain. Five of the six aforementioned beliefs were all confirmed to
a substantial degree of exactitude based upon an analysis of field notes from
observation of the subject. The subject definitely contradicted the belief of
buying smaller serving sizes, but this conflicting shopping pattern was wont to
uncontrollable variability for factors such as holiday visits or special/
unique occasions. Understanding the physical difficulties and its relationship
to how the market segment evaluates stores is critical. In addition to
evaluation differences and physical limits, price-consciousness, avoiding
impulse buys, and preferring grocery items were all agreeable with the
supermarkets data.
Background
|
|
Store Location:
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County Market 101 W Arizona Ruston LA
71270
|
Date:
|
Wednesday
3/27/13
|
Arrival Time:
|
11:10am
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Exit Time:
|
11:57am
|
Total time in store:
|
47 (minutes)
|
County Market private
brand:
|
Yes
|
Customer
|
|
Age (approx.):
|
70
|
Limitations:
|
Sight,
Hearing, Speed
|
Handicap Parking::
|
No
|
Requests for
Assistance:
|
0
|
Impulse Buys:
|
0
|
Avoids non-grocery
purchases:
|
Yes
|
Smaller serving size
preference:
|
No
|
Evaluation
differences among segments:
|
Yes
|
# of complete stops
to inspect items:
|
12
|
# of different items
looked at (approx.)
|
2-3
per stop
|
Products* finally
purchased:
|
8
|
Price-Conscious:
|
Yes
|
Brand name purchases:
|
Yes
|
Payment Method
|
Cash,
one coupon
|
*Unique
products purchased; buying more than 1 of the same item counted as single
product purchased.
