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DAVID JONES FOOD

DAVID JONES FOOD CONSUMER BEHAVIOUR MARKETING HANDBOOK Alice Petre 12554426, Hayley Bellchambers 12746069, Julian Luciano

CONSUMER BEHAVIOUR

MARKETING HANDBOOK

Alice Petre 12554426, Hayley Bellchambers 12746069, Julian Luciano 12403123, Massimiliano Santinoli 1221404, Natalia Schlesinger Baranek 12078390, Tyler van der Veer 12559807, Yamato Toda 12919801

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RECOMMENDATIONS

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CONSLUSION

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REFERENCE LIST

 
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RECOMMENDATIONS

Target Market

Pieter de Wet, David Jones’ executive for food, stated that the Food extension is ‘targeting the same customers who shop at David Jones for their clothes: the top end of the market’ (Mc- Cauley 2017). These consumers are between the age of 40-55, with an upwardly mobile medium-to-high income and are quality con- scious, irrespective of price. They live in high socio-economic areas, which dictates the lo- cation of the gourmet food stores, and are strongly influenced by social status and peer groups. David Jones aims to target to this seg- ment by promoting exceptional customer ser- vice, evoking high-end in-store experiences and providing high-quality products.

Marketing Problem

David Jones’ Food extension pro- poses many interrelated challeng- es, highlighted through the demise of similar retailer, Thomas Dux, that inhibit customer acquisition, reten- tion and overall revenue growth and profitability. The ability to raise initial awareness of new offerings in the market is and profitability. The ability to raise initial awareness of new offerings in the market is the first challenge due to the loyal nature of the target market. Habitual buying behaviours and strong brand involvement at established gourmet grocery stores, like Harris Farm, makes shifting pre- conceived biases difficult.

After awareness is established, the consumer’s low MAO nature means that motivating need recognition to drives consumers to David Jones is difficult. Therefore, motivation drivers must be utilised along with external influence, like ease of is difficult. Therefore, motivation drivers must be utilised along with external influence, like ease of ac- cessibility, to catalyse transaction growth. This ideally leads to custom- er trial, shifting focus to successfully satisfying the consumers standards of quality, service and style in store, especially since price based tactics are ineffective for the quality con- scious target (Taylor 2002).

Once consumers are in store, Da- vid Jones are also challenged with customer acquisition and reten- tion, highlighting the importance of forming strong customer relation- ships. This influences perception and loyalty, which is difficult to at - tain because of ships. This influences perception and loyalty, which is difficult to at- tain because of existing purchase habits with competitors. It requires the use of environmental and be- havioural cues to establish David Jones’ legitimacy as a gourmet gro- cer and develop a competitive ad- vantage (Verplanken & Wood 2006).

Lastly, the substantial problem of repeat purchasing arises. This can be addressed by influencing con - sumers attitudes, endeavouring to make David Jones Food a be addressed by influencing con- sumers attitudes, endeavouring to make David Jones Food a regular place to shop, rather than an occa- sional destination, that will allow for sustainable transaction and reve- nue growth and ensure that David Jones doesn’t repeat the mistakes of Thomas Dux.

Objectives

Increase awareness of the gourmet food extension and add it to consum- ers consideration set.doesn’t repeat the mistakes of Thomas Dux. Objectives Increase foot traffic and sustain healthy transaction

Increase foot traffic and sustain healthy transaction growth. healthy transaction growth.

Provide the best quality produce and service in order to convert existing David Jones customers to the food de- partment, as well as attract new mar- ket share, and increase loyalty.foot traffic and sustain healthy transaction growth. Make David Jones gourmet food shops the regular place

Make David Jones gourmet food shops the regular place to shop.Jones customers to the food de- partment, as well as attract new mar- ket share, and

CONSUMER BEHAVIOUR ISSUES & ANALYSIS

CONSUMER BEHAVIOUR ISSUES & ANALYSIS AWARNESS Awareness relates to consumer knowledge of certain offerings as a

AWARNESS

Awareness relates to consumer knowledge of certain offerings as a result of effective marketing (Hoyer et al. 2017). Increasing awareness of David Jones’ food offerings and their locations is vital for the extensions long-term prosperity. Levels of awareness fluctuate over time depending on the weight and frequency of advertising and exposure. Effective marketing can in- crease consumer awareness, and elevate it from sim- ple product recognition, to a detailed understanding of the product and its benefits (Linton 2017). David Jones’ affluent target-market has low motivation-abil- ity-opportunity (MAO), and therefore to achieve this advertising must be easy to understand and recall. Exposure is key to this as it reflects how consumers come into contact with a stimulus and how they’re influenced by aspects like positioning and visibility. These elements must be carefully executed to in- crease consumers MAO and, consequently, aware- ness, which aims to strongly position the brand in consumers consideration set.

Attention directly impacts awareness as it reflects how much mental activity consumers devote to a stimulus. It’s selective and has the capability of being divided and limited, which can all be influenced by the stimuli, especially regarding visuals (Gangale et al 2013). Cap-

turing the target-markets attention is important as it determines if they interact with the campaign and are able to recall the brand later. Visual attention within a food outlet is simultaneously impacted by the shelf display (Clement et al. 2013), therefore, David Jones’ physical design should be synonymous with features used to initially draw customer’s attention in order to create a consistent impression.

Furthering this, David Jones should consider the im- pact of shelf placement and the range of products they offer. A recent study conducted by Iyengar and Lepper, suggested that whilst extensive-choice con- texts may be initially appealing, they’re more likely to hamper people’s intrinsic motivation and ultimately be inhibiting (Iyengar & Lepper, 2000). Ultimately con- sumers preferred to exercise their decision-making opportunity in limited choice contexts, which is bene- ficial as it allows David Jones to sustain consumer at- tention by preventing shoppers reverting to habitual decision-making processes (Iyengar & Lepper, 2000). David Jones should capitalise on this idea of only pro- viding the best when initially raising consumer aware- ness. Awareness, which is influenced by exposure and attention, is a fundamental element dictating the success of David Jones Food due to the habitual be- haviour targeted consumers demonstrate amongst existing competitors. If David Jones is unable to enter the consideration set then all other efforts to influ- ence consumer behaviour are irrelevant.

enter the consideration set then all other efforts to influ - ence consumer behaviour are irrelevant.
enter the consideration set then all other efforts to influ - ence consumer behaviour are irrelevant.
MOTIVATION Motivation is the inner state of activation that provides the energy required to achieve

MOTIVATION

Motivation is the inner state of activation that provides the energy required to achieve a goal and is critical when actually driving aware, willing customers into stores (Hoyer et al, 2017). It’s physically, psychologi- cally and environmentally driven, and for this reason, David Jones must use a holistic approach to establish an ‘ideal state’ in the targets mind which substantial- ly differs from their ‘actual state’ (Sirgy, 2014, p. 105). This allows David Jones to propose itself as the solu- tion to the new desired state. To accomplish this David Jones could capitalize on its already established sche- ma, which depicts its well-known image as a quality department store, and translate these attributes to their food stores. Since the target market places high importance on the satisfaction of the purchase expe- rience and product quality, an ideal state may incor- porate premium food and personal customer service that challenge the quality they’re currently receive. These attributes match the consumer’s needs, which sit across the egocentric and self-actualisation levels of Maslow’s hierarchy (Green. C, 2000), and in turn act as a motivational catalyst since they desire to be sustained. Simple drivers can be used to enhance mo- tivation, as they guide consumer’s behaviour towards their ideal state. Personal relevance is one key driver, if consumers can identify with how the premium offer- ings fit into different aspects of their life it will increase the motivation to regularly visit David Jones. More- over, David Jones also aim to create consistency be- tween their offerings and the customers’ self-concept, which is achieved by motivating consumers with brand name items that carry a high-end status symbol. Posi- tioning their gourmet products as beneficial to their ideal lifestyle and as a status symbol further appeases self-actualising needs. As a result, people would take the chance by visiting stores in an attempt to fulfil their ideal state and therefore drives transaction growth.

their ideal state and therefore drives transaction growth. PERCEPTION Perception is the ‘process of determining the

PERCEPTION

Perception is the ‘process of determining the properties of stimuli using the senses’ (Hoyer et al. 2017, p. 98), and is a vital driver of customer satisfaction due to links ‘be- tween [perceived] aesthetically pleasing physical environ- ments and positive service quality evaluations and value perceptions’ (Joseph-Mathews, Bonn & Snepenger 2009, p. 203). It’s important for David Jones to be perceived in a positive manner by customers because their high- er priced products, which aim to convey higher quality, combined with an up-market environment and excep- tional customer service, are their point of difference used

to acquire and retain customers. Satisfaction judgements follow a two-appraisal model where ‘hedonic values re- flect the multisensory, fantasy and emotive aspect of the shopping experience, and utilitarian values encom- pass more task-orientated, cognitive outcomes’ (Jones, Reynolds & Arnold 2006, p. 979). Although both are im- portant, positive perception and retailer ‘satisfaction is influenced more by hedonic aspects than utilitarian ori- entations, such as the ready availability of inventoried merchandise, which is now a minimum threshold for competition’ (Jones, Reynolds & Arnold 2006, p. 979). In order to capitalise on these hedonic aspects in the fine food category, atmospherics must be employed to create ‘an environment that attracts customers and positively impacts purchase behaviours’ (Rayburn & Voss 2013, pp. 405). This is achieved by using multiple aspects of Baker’s Stimulus-Organism-Response grouping system, which categories atmospheric influences into; ‘design factors, including layout, colour and clutter; social factors includ- ing service, employees and shoppers and ambient fac- tors, including visual and non-visual cues such as lighting, smell, and sound, which sets the environment’s mood and tone’ (Joseph-Mathews, Bonn & Snepenger 2009, p. 195). The tendency to employ perceptual organisation and organise “stimuli into meaningful units” (Hoyer et al. 2017, p.106) means that, despite the need for managers to carefully think about the execution of each atmospher- ic cue individually, ‘customers utilise holistic processing to form perceptions’ (Rayburn & Voss 2013, pp. 401) about the business’ offerings. For David Jones to retain quality conscious customers they must reinforce the perception of quality by appealing to hedonic values and employing internal cues such as cool colours and slow tempo music that encourages customers to linger in store; as well as spacious layouts, high end finishes and premium service that portrays luxury, as they add ‘emotional worth to the shopping experience’ (Jones, Reynolds & Arnold 2006, p.979). However, they mustn’t neglect utilitarian aspects because functionality, convenience and stock range are expectations that encourage repeat visits. If they fail to influence perception across both levels they risk becom- ing an occasional shopping destination because consum- ers won’t consider them in their decision-making process.

“If they fail to influence perception across both levels they risk becom- ing an occasional shop- ping destination because consumers won’t con- sider them in their deci- sion-making process.”

BEHAVIOUR Behaviour is the way in which people conduct themselves, especially towards others, and therefore
BEHAVIOUR Behaviour is the way in which people conduct themselves, especially towards others, and therefore

BEHAVIOUR

Behaviour is the way in which people conduct themselves, especially towards others, and therefore has a huge influ- ence on the success of David Jones Food. Identifying and acknowledging consumers repetitive behaviours, includ- ing interactions with competitors, allows David Jones to ef- ficiently allocate its resources in a way that complements their consumer’s needs. A significant barrier to entry for David Jones is the market share’s habitual behaviour that has been deeply rooted through competitor’s brand-loy- alty tactics. These tactics include environmental and be- havioural cues that trigger emotive responses and are re- inforced by a brand’s quality, service and style. Research has shown that repeat experience actually increases the ease of processing fluency, leading to consumers readi- ly preferring lower forms of MAO (Martin & Lafley 2017). Therefore, if consumers are given a choice, they prefer to interact with products and services that have previous- ly produced positive experiences. This is a challenge for David Jones, as many consumers have developed favour- able shopping behaviour with competitors, such as Har- ris Farm, who have continually met needs. These beliefs translate into repeat purchasing because they provide the comfort of satisfying their environmental and behavioural cues, which leads to further operant conditioning as the consumers beliefs are positively reinforced (Verplanken & Wood 2006).

One method to overcome this is to capitalise on the ac- cumulated downstream competitive advantage of David Jones’ departments stores and translate this into their food extension (Dawar 2013). By capturing their existing loyal customer base, they’re able to establish brand credi- bility around their easily accessible, quality food products and exceptional service. Understanding the natural habit- uation process furthers this in instances where familiarity, potentially with competitors advertising, causes consum- ers to lose attention to a stimulus and consequently for- get differentiating attributes. This provides David Jones an opportunity to reposition itself in the market and appeal to consumers who value their fresh offering, which hope- fully translates into overall satisfaction after product trial and ultimately customer retention.

Lastly the use of emotional appeals is important when giving consumers a reason to shop at David Jones as it creates an emotional response which has stronger recall than logical arguments. This could include taking part in community service, or stocking environmentally friendly products such as degradable shopping bags, that allow consumers to feel as though they’re contributing to soci- ety through their shopping experience and evoke a sense of community that all consumers will be able personally connect with (Zorfas and Leemon 2017). These tactics aim to move David Jones’ Food past the introductory phase by effectively maximising customer value and differentiating offerings in a way that encourages behaviour change and creates new customer loyalty through emotional connec- tions.

ATTITUDES An attitude is a persisting, learned, overall evaluation that expresses how much we like

ATTITUDES

An attitude is a persisting, learned, overall evaluation that expresses how much we like or dislike an object, issue, person or action and are important because they guide our thoughts, feelings and affect our behaviour (Hoyer 2017, p.162). David Jones needs to influence consumer attitudes in order to establish their brand as

a

regular shopping destination, instead of an occasion-

al

experience like Thomas Dux. Again, using the MAO

model, it’s observed that consumers engaging in food

shopping rely on the low MAO level cognitions which

utilises mood, simple beliefs and unconscious factors to influence buying power. From an external stand- point, organizations can use an expectancy-value mod-

el to examine how attitudes form and change, this rein-

forces the importance of offering both quality products and service because consumers form attitudes based on their shopping experience as a whole (Hoyer 2017,

p 172). The use of subjective norms and normative

influences furthers this due to the highly socially ori- entated target market. People form positive attitudes toward experiences which provide psychological re- wards (Jones, Reynolds & Arnold, 2006, p 976), so by placing a heavy internal focus on customer service and relationship building, David Jones is able to change the attitudes of a small number of customers which, hope- fully, translates throughout their social networks and proves David Jones food to become the subjective norm among the target market. Homburg reinforces the im-

portance of value creation in organizations, stating that “higher evaluations of shopping value may attenuate the effects of satisfaction in loyalty attitudes.” (Hom- burg et al, 2013, p 43). However, a certain level of risk

is

associated with this because negative word of mouth

is

potentially devastating to any prior positive market-

ing and market share. These emotive appeals to social status and the value of experiences continues through the use of peripheral route processing, which aims to change attitudes by highlighting important external in- fluences to the central message, such as credibility of the sources and attractiveness of the overall message. It’s an effective method when marketing food, which can be seen as a simple commodity amongst able con- sumers in a highly saturated industry. Overall, attitude change is important because it enables David Jones’ es- tablishing themselves in consumer’s minds as a regular

shopping destination, for both high-end produce and experiences.

“Marketing something like food, which can be seen as a simple com- modity amongst able consumers in a highly saturated industry.”

RECOMMENDATIONS

PRINT AND OUTDOOR ADS

In order to overcome the prevalent mar- keting problems and sustainably increase market share, the key message commu- nicated to consumers in the initial cam- paign is centered around ‘eat[ing] extraor- dinary everyday’. It is designed to make David Jones Food the regular destination for worldly, quality produce as we believe that you don’t need a special occasion to indulge in fresh, speciality products and that every shopping experience should be memorable.

In order to create awareness, it’s recom- mended that a variety of channels are simultaneously utilised. Print advertis- ing in magazines like Donna Hay, which is targeted to the same market and rel- evant within the fine food category, en- ables David Jones to reaches consumers inside their home. As well as outdoor me- dia translations, such as bus stops and billboards, which creates high exposure. Advertising and brick-and-mortar, should be situated in higher socio-economic ar- eas to target the desired market and si- multaneously maximise footfall and limit aversion barriers. The channels are ap- propriate for the age bracket of the target market who may be less involved in social media.

By depicting gourmet food in everyday situations, the advertising aims to con- nect to consumers on a personal level. It evokes feelings of happiness and re- laxation that are present when indulging in something special, whilst portraying the idea that they can feel like this at any time as the ad’s present normal situa- tions people face through a standard day. This reinforces David Jones’ motto, ‘one name, endless possibilities’ which ena- bles the food extension to capitalise on the existing quality focused schemas and

which ena- bles the food extension to capitalise on the existing quality focused schemas and 8
which ena- bles the food extension to capitalise on the existing quality focused schemas and 8
“‘ Eat[ing] extraordinary every- day’ and making David Jones Food the everyday destination for worldly,
“‘ Eat[ing] extraordinary every- day’ and making David Jones Food the everyday destination for worldly,

“‘Eat[ing] extraordinary every- day’ and making David Jones Food the everyday destination for worldly, quality produce”

translate brand loyalty. It also juxtaposes typical emotions present when thinking of regular food shopping, which possess- es low consumer involvement, therefore optimising the peripheral route of per- suasion with vivid imagery is an effective tactic. A benefit of being a new entrant to the market is the irregularity of seeing the David Jones brand connected to food produces initial surprise and catches peo- ple’s attention. The minimalistic design re- flects the low effort consumer judgments and availability heuristics, as it’s easy to process and recall. By presenting an ide- al state to ‘food lovers’ through depicting new, opulent products, we are able to motivate passive consumers into engag- ing with the personally relevant stimuli. In turn, this ignites problem recognition and aims to drive consumers in store in search of quality, service and style that matches their newly formed ideal state.

LOREM IPSUM DOLOR SIT AMET

ENHANCED BY INSTORE SERVICE AND

ATOMOSPHERICS

Lorem ipsum dolor sit amet, augue interdum

To continue to influence consumers who are moti-

eu ultricies vitae, blandit a est. Interdum ante

vated to visit a store and create a cohesive message,

ipsum primis in faucibus. Nam sed enim lectus

the use of in-store taste testing and atmospheric cues

should be utilised as a third marketing element. Us-

sodales tortor sodales, sit amet odio. Aenean

ing effective visual merchandising and shop fits David

eget faucibus urna. Pellentesque finibus, quis

Jones is able to create a functional, inviting shopping

nisl eleifend pretium vitae venenatis iaculis ut

environment. Small details such as warm lighting, slow

aliquam sit amet, feugiat vitae eros.

music and authentic, pleasant food smells like fresh

bread should be used to keep customers in store for

longer periods of time, where they can interact with

Lorem ipsum dolor sit amet, augue interdum

produce and staff in order to form the perception of

eu ultricies vitae, blandit a est. Interdum ante

quality products and an exceptional shopping expe-

ipsum primis in faucibus. Nam sed enim lectus

rience. This perception aims to differentiate David

sodales tortor sodales, sit amet odio. Aenean

Jones as a destination with a vast value offering in the

eget faucibus urna, quis nisl eleifend

consumer’s mind and establish brand loyalty. Loyalty

can be optimised by the use of an in store rewards program that encourages repeat buying behaviour and influences positive attitudes towards the brand, that in turn will enable David Jones to be sustainable.

CONCLUSION

“David Jones food must be clear about their offerings and aim to consistently be the best at what they do.”

Consumer behaviour is complex as it encompasses numerous aspects that can dictate the success of a business. David Jones food must be clear about their offerings and aim to consistently be the best at what they do in order to increase awareness, drive custom- ers in store and then retain customer

by building brand loyalty. These steps follow the consumer decision-making process, a holistic approach that aims to minimise the opportunity for the target market to become disinterested and see David Jones Food fall victim to irrelevance like Thomas Dux.

market to become disinterested and see David Jones Food fall victim to irrelevance like Thomas Dux.
market to become disinterested and see David Jones Food fall victim to irrelevance like Thomas Dux.

REFERNCE LIST

Associates. L, 2017, Digital photograph, viewed September 26 2017 <http://www.landiniassociates. com/project/foodchain>

Bastians. K, 2017, David Jones is getting ready to open its new deluxe food hall at Bondi Junction, The Daily telegraph, Landini Associates, viewed 25 September 2017 <http://www.dailytelegraph.com.au/

newslocal/wentworth-courier/david-jones-is-getting-ready-to-open-its-new-deluxe-food-hall-at-bon-

di-junction/news-story/700ee79bb538e56f113e0cc7c5cfc966>

Breheny, E. 2017, David Jones’ new food hall opens in Bondi Junction, Gourmet Traveller, viewed 25 September 2017,<http://www.gourmettraveller.com.au/recipes/food-news-features/2017/8/david- jones-bondi-junction-food-hall/>

Clement, J., Kristensen, T. and Grønhaug, K. 2013, Understanding consumers’ in-store visual percep- tion: The influence of package design features on visual attention, Journal of Retailing and Consumer Services, vol 20, no 2, pp.234-239.

Dawar, N. 2013, When Marketing Is strategy, Cambridge Massachusetts, viewed 30 September 2017,

<https://hbr.org/2013/12/when-marketing-is-strategy>.

Donald R. Lichtenstein, Nancy M. Ridgway and Richard G. 1993, Netemeyer Source: Journal of Market- ing Research, Vol. 30, No. 2 , pp. 234-245.

Gangale, F. Mengolini, A. Onyeji, I. 2013, Consumer engagement: an insight from smart grid projects in Europe, Energy Policy, vol. 60, pp. 621-628.

Homburg, C. Giering, A. Menon, A. Relationship characteristics as moderators of the satisfaction-loyal- ty link: findings in a business-to-business context, vol. 18, pp. 35–62.

Hoyer, D.W. MacInnis, D.J. Pieters, R. Chan, E. Northey, G. 2017, Consumer Behaviour, 1st Asia-Pacific Edition, Cengage Learning.

Oceania. A, Immerse yourself in David Jones shooping experience, 2017, Arneg Oceania, viewed 25 September 2017, <https://www.arneg.com.au/en/news/immerse-yourself-david-jones-shopping-ex- perience>

Iyengar, S. & Lepper, M. 2000, When choice is demotivating: can one desire too much of a good thing?, Personality processes and individual differences, pp. 995- 1006.

Jones, A.J. Reynolds, K.E. Arnold M.J. 2006, Hedonic and utilitarian shopping value; Investigation differ- ential effect on retail outcomes, Journal of Business Research, Vol. 59, pp. 974-981.

Joseph Mathews, S. Bonn M.A. Snepenger, D. 2009, Atmospherics and consumers symbolic interpre- tations of hedonic services, International Journal of Culture, Tourism and Hospitality Research, Vol. 3, Issue: 3, pp.193-210.

Linton, I. 2017, How does advertising affect product awareness and use?, Hearst newspapers, 10 March, viewed 9 September 2017, <http://smallbusiness.chron.com/advertising-affect-product-aware-

ness-use-36750.html>.

Sirgy. M, Rahtz. R, & Portolese. L, 2017, Consumer behaviour today, Vol 10, Chapter 2, pp . 105

Martin, R. & Lafley, A. 2017, Customer Loyalty Is Overrated, Cambridge Massachusetts, viewed 30 Sep- tember 2017, <https://hbr.org/2017/01/customer-loyalty-is-overrated>

REFERNCE LIST

Green. C, 2000, A theory of human motivation, Psychological Review, viewed 21 September 2017, <http://psychclassics.yorku.ca/Maslow/motivation.htm>

McCauley, T. 2017, David Jones set to launch Australia’s fanciest convenience store chain, news. com.au, viewed 30 September 2012, <http://www.news.com.au/finance/business/retail/da-

vid-jones-set-to-launch-australias-fanciest-convenience-store-chain/news-story/f658cb359c-

07ceadadabeabacb93ee6e>.

Neil Perry transforms David Jones’ food hall into a food haven. 2017, Delicious. photography, viewed 24 September 2017, http://www.delicious.com.au/food-files/news-articles/article/neil-perry-trans-

forms-david-jones-food-halls/67niW0RR

Rayburn, S.W. Voss, K.E 2013, A model of consumer’s retail atmosphere perceptions, Journal of Retail- ing and Consumer Services, Vol. 20, pp. 400–407.

Taylor, A. 2002, Driving Customer Satisfaction, Cambridge Massachusetts, viewed 30 September 2017,

<https://hbr.org/2002/07/driving-customer-satisfaction>.

Thomsen, S. 2017, PHOTOS: The new $15 million David Jones food hall in Sydney, Business Insider Australia, viewed on 30 September 2017 <https://www.businessinsider.com.au/david-jones-food-hall-

bondi-junction-2017-8#x1>

Verplanken, B. & Wood, W. 2006, Interventions to Break and Create Consumer Habits, Journal of Public Policy & Marketing, Vol. 25, pp. 90–103.

You won’t believe what David Jones has planned for its new food hall. 2017, Delicious. Photography, viewed 26 September 2017, http://www.delicious.com.au/eat-out/eat-streets/article/you-wont-be-

lieve-david-jones-planned-new-food-hall/z2KS43j3

Zorfas, A. & Leemon, D. 2017, An Emotional Connection Matters More than Customer Satisfaction, Cambridge Massachusetts, viewed 30 September 2017, <https://hbr.org/2016/08/an-emotional-con- nection-matters-more-than-customer-satisfaction>.

24202 Customer Behaviour: Consumer Interview Summary

 

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Your Names & SIDs Tutorial Time & Tutor Interviewee’s Name, Age & Gender

Alice Petre, 12554426, GROUP 4

Cecilia Howard, Wednesday 4pm tutorial

Carolyn Petre, Female, 53

Have you ever purchased food from retail stores (e.g. Coles, Woolworths, David Jones, Target, Myer)? If yes, please list what you bought normally?

How often would you shop in a those retail stores?

Yes, regular shopper at the Woolworths in Northbridge.

She usually visits

Woolworths twice a week, purchasing a range of products, including: milk, bread, vegetables, fruit, cleaning products.

Carolyn has purchased food from David Jones food hall a handful of times to purchase specialised food items. She does not go there regularly to shop because it is expensive and not convenient.

How much did you spend on food on average per trip to a department store or a supermarket roughly?

On an average trip to a food retailer Carolyn will spend $150, increasing on occasions where large amounts of food need to be bought for particular events. Eg. Christmas or new years eve.

Before you decide to visit a food store, where did you search for relevant information?

Would you please list all major food stores that you know of? Which one do you like the best, and why?

Carolyn sees TV commercials and ads in magazines that inform her of the best available prices for certain food items and attract her to particular food stores.

IGA, Coles, Woolworths, Thomas dux, ALDI. Woolworths is her favourite because of the wide range of products available, for its convenience and because she’s a loyal long-term Woolworths shopper.

Which retail stores did you usually go to for food, and why?

Carolyn visits the following retail stores for specific food items, ‘bakers delight’ for bread and ‘north Sydney grocer’ for fresh fruit and vegetables. She visits these retail stores because they offer superior products and are convenient to get to. She usually goes to Woolworths in Northbridge to do her weekly/biweekly food shop. She purchases basic groceries, to toiletries, to cleaning products. Woolworths has a diverse range, is close proximity to her home, and is easy to park at.

Which supermarket did you usually go to, and why?

What do you usually buy from them respectively? Please list categories.

When deciding which retail store to visit for food, what do you look for when choosing (e.g., convenience, availability of certain products, price, brands available, and etc.)? Why is it important to you that the store has these features?

Location of the food store- Woolworths in Northbridge is in a complex surrounded by other shops so other tasks and shopping can be done, eg. dry cleaning. Allowing for Carolyn to multi-task and achieve more in a short amount of time.

Easy parking- The ease to find a car spot, making the shopping experience less stressful. Alleviating any stress and angst usually associated with an ability to park.

Important: Please use the laddering technique to prompt the consumer to tell you the key benefits/values that they associate with those attributes. First, ask them to name an important attribute of the store, and then ask them why it is important to them that the store has that attribute. After they answer, ask them why it is important to them that they get that benefit, and so on, until you’ve found out a higher-level, more-abstract motivation (e.g., self-esteem, peace of mind, safety) underlying their preference for the attribute.

Convenience- The close proximity of the store allows for quick short trips, Carolyn is very time poor so this is invaluable. Carolyn is more likely to visit the food retailer more frequently because of such convenience.

Price- The low prices at Woolworths make it very affordable and allow for Carolyn to buy a lot of items. She likes knowing she is getting value for money with her purchases. The cheap prices allow for Carolyn to stick to her weekly grocery budget, which aligns with the rest of her finances.

Range of products- Carolyn likes a wide range of products available in food retailers so she can choose want she wants. Not feeling limited and having the freedom of choice allows for Carolyn to take control of her purchasing decisions.

Have you heard of David Jones? Please describe the general image of this brand.

David Jones is an upmarket department store with high-end products. These high-end products come with expensive price tags that only higher socio- economic groups can afford. There target market would be middle aged men and women from higher socio-economic groups. Perception of higher quality and luxury because of the products sold and there high price range.

Important: Try and get them to share insights about the store in general and also what they think of the actual products sold, target market, price, brand image, etc.

24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Do you like to shop at David Jones?

Yes, Carolyn shops regularly at David Jones.

What do you like about David Jones in general? What don’t you like David Jones in general?

She likes the décor and aesthetic of the brick and motor stores. The higher quality service received at David Jones differentiates it from other retailers. The high priced products can be a deterrent and will attract Carolyn to shop in other stores.

Do you know David Jones sells fresh food? If a David Jones branded convenience store is open in your suburb selling food, are you going to shop there? Why/why not?

Yes, Carolyn was aware that David Jones sells fresh food. If the David Jones branded convenience store was located in her suburb, she would consider shopping there for convenience however would be wary of how expensive the products would be compared to Woolworths.

Please describe your image of the average consumers who shop food at local convenience stores.

The average consumer who shops at Carolyn’s local convenient store are people who live or work in the area. Time poor working professionals, young families or retirees.

Please describe your image of the

The average consumer who shops at Woolworths or Coles could be male or

average consumers who shop food at Woolworths or Coles.

Please describe your image of the average consumers who shop food at Thomas Dux.

Please describe your image of the average consumers who shop food at David Jones.

female, ranging from 10-100. The affordable pricing and wide range of products attracts all types of consumers.

The average consumer who shops at Thomas Dux would be from a higher-socio economic group, possibly dual income families. Young working professionals or families.

The average consumer who shops for food at David Jones, would be similar demographic to Thomas Dux. Attracting high income earners who want fresh quality produce. They may be time poor, and the convenience of David Jones attracts them into store.

What are the differences among these groups of consumers?

The socio-economic class of a given consumer influences their ability to

purchase food from certain retailers.

The purchasing power of a consumer and

proximity to food stores will dictate where they purchase food.

Once you have finished the interview, reflect on your marketing problem.

These findings allow me to gain insight into the reasons consumers purchase products from certain food retailers and why. Such findings will influence how we construct our marketing campaign to ensure it is successful.

What implications do the findings have for your marketing problem? Was choosing a retail food store a complicated, highly involved decision for your interviewee? Do you think that your interviewee was representative in your target market? If you interviewed someone of the opposite gender, do you think males/females would differ in their answers? If you interviewed someone older/younger than the interviewee, do you think age matters?

My interviewee didn’t find choosing a retail food store a complicated decision, as they focused on two main factors; convenience and range. M interviewee was

a long-term, loyal customer of Woolworths and shopped there biweekly.

I think my interviewee was representative of my target market as they were a

middle aged, female from a higher socio economic group who regularly visits food retailers. I think if I interviewed a male for my consumer interview I would receive very similar answers. ‘Food shopping’ is becoming less of a women’s role rather shared by both men and women in today’s 21 st century

society.

I think the age of my interviewee would alter their answers, as the age

of someone can influence there financial state and ability to purchase certain products. Also different aged people, live in different areas so some food retailers may be more convenient than others.

24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Your Names & SIDs Tutorial Time & Tutor Interviewee’s Name, Age & Gender

Hayley Bellchambers 12746069 (Group 4) Wednesday 4pm – Cecilia Howard Connor, 22, Male

 

Yes – I have shopped at all of these places

Have you ever purchased food from retail stores (e.g. Coles, Woolworths, David Jones, Target, Myer)? If yes, please list what you bought normally? How often would you shop in those retail stores? How much did you spend on food on average per trip to a department store or a supermarket roughly?

Groceries from places like Coles and Woolworths. I use the food court at DJ’s – in particular the fresh food section such as the noodle bar. Places like Myer not so much but the their in-store café is convenient for coffee whilst shopping.

Groceries I purchase multiple times week from places like Coles. However, not regularly at DJ’s and the like.

Depending on the type of shop. On average, roughly $40 unless it is my weekly food shop which is about $80

Before you decide to visit a food store, where did you search for relevant information?

TV/ Facebook adverts or catalogues if I see them. But I don’t often actively seek out information for general food shopping. If I am looking for something more specific like a certain speciality item or somewhere for lunch I might google the item or place and look at reviews. I also have ides from what other people have said is good, especially around the City where I work.

Aldi, Coles, Woolworths, Tesco (UK), IGA,

Would you please list all major food stores that you know of? Which one do you like the best, and why?

Coles because it has a good variety for good prices. You can also support local businesses and occasionally find speciality items when I need them – so most things are in the one place.

Which retail stores did you usually go to for food, and why?

Local cafes and food courts in city due to convenience when I’m at work. As well as Coles because it is down the road so easy to get to.

Which supermarket did you usually go to, and why?

Coles due to the above reasons.

Coffee, sushi, freshly made food such as sandwiches

What do you usually buy from them respectively? Please list categories.

Fruit & veg, meat, milk, bread, cheese, pasta, canned goods, cleaning products, toiletries – normal house hold groceeries

 

Price, quality of the produce available and convenience.

When deciding which retail store to visit for food, what do you look for when choosing (e.g., convenience, availability of certain products, price, brands available, and etc.)? Why is it

important to you that the store has these features?

These features are important as it means that I get what I want easily in one place because I am busy and don’t have time to be searching for the items I need/want.

Also, I don’t particularly enjoy food shopping so I want it to be as simple as possible. I do enjoy trying different products and quality is important so when these items are easily accessible it’s a bonus.

Important: Please use the laddering technique to prompt the consumer to tell you the key benefits/values that they associate with those attributes. First, ask them to name an important attribute of the store, and then ask them why it is important to them that the store has that attribute. After they answer, ask them why it is important to them that they get that benefit, and so on, until you’ve found out a higher-level, more-abstract motivation (e.g., self-esteem, peace of mind, safety) underlying their preference for the attribute.

Have you heard of David Jones? Please describe the general image of this brand.

Yes – David Jones is a high class/fashion outlet that carries premium products with a premium price tag. It targets people who are happy to spent more money on items, a lot of the time for brands names. So it doesn’t cater for lower income earners.

Important: Try and get them to share insights about the store in general and also what they think of the actual products sold, target market, price, brand image, etc.

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Brochure Design

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24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Do you like to shop at David Jones?

No not particularly as it is expensive and there is normally another alternative that is just as good and cheaper. I also don’t like the service in DJ’s, I find that a lot of the sales assistants are judgmental and assume that you aren’t/can’t purchase anything which I think is wrong because they have no idea how much money I do or don’t have or what my shopping intentions are. I think this can make it an uncomfortable place to shop.

I did know that they sold fresh food, I have been to the Market Street food hall on many occasions. I think I would shop in their convenience store however I don’t know how frequently. It would depend on what they offered, how much it was and how easy it was for me to access because I don’t think I would go out of my way to go there unless it was for something really specific (eg buying more specialty items because mum was coming over or something like that).

What do you like about David Jones in general? What don’t you like David Jones in general?

Do you know David Jones sells fresh food? If a David Jones branded convenience store is open in your suburb selling food, are you going to shop there? Why/why not?

Please describe your image of the average consumers who shop food at local convenience stores.

Normal people who are busy and just need to quickly grab a few things that they might need because it’s easier that traveling to somewhere bigger.

Please describe your image of the average consumers who shop food at Woolworths or Coles.

Anyone from students, workers, singles, couple, families – these types of places offer all the staples that cater to everyone’s basic needs.

Please describe your image of the average consumers who shop food at Thomas Dux.

People who are a bit fancier, who like luxury items and can afford boutique shopping.

Similar to Thomas Dux

Please describe your image of the average consumers who shop food at David Jones.

The main difference between these consumes is their income. I know myself that I’d love to be able to shop some of the fresh food in David Jones because it always looks amazing but financially that just wouldn’t be viable for my routine food shop.

What are the differences among these groups of consumers?

Once you have finished the interview, reflect on your marketing problem.

Choosing a food retailer was an easy decision for the interviewee because he knew the types of things he needs and where he can get these easily and affordably. Whilst he said he would love to be able to shop at David Jones regularly as his age it is not really plausible due to income restraint as well as high priorities. However, I think this gives insight into maybe a slightly higher age demographic – young professionals 25/26 up may be a good target market for David Jones because they are entering a world where they have more financial freedom to be able to enjoy the finer things in life that they may not have been able to before. A second potential market highlighted is “parents” – so people who are a bit older, potentially 40+ who have worked hard, spent their time using lower quality products and now choose to spend more to get nicer things. Personally, I don’t feel like gender has much of an impact on the answers because I feel very similar, however a lot of other factors such as demographics and sociographics would have an impact.

What implications do the findings have for your marketing problem? Was choosing a retail food store a complicated, highly involved decision for your interviewee? Do you think that your interviewee was representative in your target market? If you interviewed someone of the opposite gender, do you think males/females would differ in their answers? If you interviewed someone older/younger than the interviewee, do you think age matters?

24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Your Names & SIDs Tutorial Time & Tutor Interviewee’s Name, Age & Gender

Julian Luciano, 12403123

4pm, Cecilia Howard

Sherry Luciano, 52 years of age, Female

Have you ever purchased food from retail stores (e.g. Coles, Woolworths, David Jones, Target, Myer)? If yes, please list what you bought normally?

Yes, groceries/food from Woolworths. For example I purchased common goods yesterday such as Milk, Butter, Eggs, and a few vegetables. I purchase household items from David Jones, Myer or Target, and only small snack foods in some scenarios.

I

shop at Woolworths frequently as I do weekly shopping for groceries

How often would you shop in a those retail stores?

and food and then daily top ups for hungry teenagers. David Jones, Myer or Target I shop as required, on average fortnightly or monthly

How much did you spend on food on average per trip to a department store or a supermarket roughly?

Average spent on food is between $250-$300 per week.

 

I

don’t generally do any research prior; I shop at Woolworths because it

Before you decide to visit a food store, where did you search for relevant information?

Would you please list all major food stores that you know of? Which one do you like the best, and why?

is my closest supermarket that has the cheapest prices. Sometimes I will

compare prices between Woolworths and Harris Farm for example, if I have time.

Woolworths, Coles, Aldi, IGA, Harris Farm Markets.

I

prefer IGA or Coles to Woolworths due to the wider range of grocery

items; Harris Farm is my preference for fresh produce because it is of

higher quality. I would generally limit my shopping at Woolworths to groceries.

Which retail stores did you usually go to for food, and why?

Woolworths, Harris Farm, sometimes Coles if I am in the vicinity.

Woolworths because its my closest supermarket and the cheapest.

Which supermarket did you usually go to, and why?

Groceries from Woolworths, Fresh fruit and Veggies from Harris Farm.

What do you usually buy from them respectively? Please list categories.

When deciding which retail store to visit for food, what do you look for when choosing (e.g., convenience, availability of certain products, price, brands available, and etc.)? Why is it important to you that the store has these features?

Convenience and price are important factors when I’m shopping for grocery products. However for fresh produce (fruit, veggies, seafood, meat) I will visit an independent retailer who I believe has better quality, freshness and range.

It does annoy me that Woolworths discontinue some of the grocery lines that I buy, so sometimes I have to go to IGA to get them so its good to have a choice of supermarkets in our local shopping centre.

Important: Please use the laddering technique to prompt the consumer to tell you the key benefits/values that they associate with those attributes. First, ask them to name an important attribute of the store, and then ask them why it is important to them that the store has that attribute. After they answer, ask them why it is important to them that they get that benefit, and so on, until you’ve found out a higher-level, more-abstract motivation (e.g., self-esteem, peace of mind, safety) underlying their preference for the attribute.

I

am very fussy about the quality of fresh produce and I am happy to

pay a little bit extra to ensure that I get the freshness and quality I want.

Even though Aldi is price competitive, our closest one is a little too far away. I also don’t really like packing my own groceries unless it’s a small amount of shopping.

Have you heard of David Jones? Please describe the general image of this brand.

Yes. I have a high opinion of the brand image of David Jones. To me, it represents good quality, is quite expensive in general and is a destination for well-known brands and quality products like clothing, accessories etc. that appeal to a more mature age group.

Important: Try and get them to share insights about the store in general and also what they think of the actual products sold, target market, price, brand image, etc.

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Brochure Design

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24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Do you like to shop at David Jones?

 

Yes.

What do you like about David Jones in general? What don’t you like David Jones in general?

Very pleasant ambiance/store presentation, very pleasant staff (although not as many staff as they should have nowadays). I believe there is a need for more staff on the shop floor to serve/advise customers.

Do you know David Jones sells fresh food? If a David Jones branded convenience store is open in your suburb selling food, are you going to shop there? Why/why not?

Yes, only in their City and Bondi stores for a wide range of food. Not a huge range in suburban stores other than confectionary.

Probably for specialty items for a special occasion, e.g cakes, gourmet food such as cheeses, meats etc. and some fresh fruit.

Please describe your image of the average

Lazy individuals, because the prices are so high at convenience stores. I

consumers who shop food at local convenience stores.

Please describe your image of the average consumers who shop food at Woolworths or Coles.

Please describe your image of the average consumers who shop food at Thomas Dux.

know this is just a matter of convenience for those shoppers but I wouldn’t shop there myself.

Mainly the average, everyday person doing their food shopping for a family on a daily or weekly basis.

The Thomas Dux shopper is probably prepared to pay a bit more for what they perceive to be a better quality offering of food and for a more interesting/varied choice of items that may not be available in a large supermarket.

Please describe your image of the average consumers who shop food at David Jones.

Someone who likes good quality, branded products and has a high

disposable income. Not as concerned with price, and enjoys shopping in

a

well-regarded, iconic department store with a good reputation.

What are the differences among these groups of consumers?

Age, income levels and image.

 

The highly competitive oligopolist supermarket and convenience store industry means David Jones must employ strategic non-price competition methods to differentiate themselves from their competitors. There are a number of findings from this interview that have an implication on our marketing problem. To compensate for high prices, we found that quality; convenience and ultimately a developed brand image were key contributing factors. New David Jones food stores will have to consider convenience and quality closely as these two factors will have the most significant impact on success, given that brand image and pricing have already been established by David Jones in its existing stores.

Once you have finished the interview, reflect on your marketing problem.

No, as my interviewee prefers to shop for food on the basis of convenience and impulse. They will visit their preferred store and if for whatever reason they cannot go to that store, they’ll use their second preference.

Yes, I believe my interviewee is an accurate representation of the target market, as they are a medium level spender for goods in that category. These findings are useful in finding insights into spending decisions for David Jones’ products, as the interviewee is fond of the brand and its products.

What implications do the findings have for your marketing problem? Was choosing a retail food store a complicated, highly involved decision for your interviewee? Do you think that your interviewee was representative in your target market? If you interviewed someone of the opposite gender, do you think males/females would differ in their answers? If you interviewed someone older/younger than the interviewee, do you think age matters?

Yes, interviewing someone of the opposite gender would yield

significantly different results. For example, when shopping for clothing females are more likely to spend more, access a wider variety of stores and be shrewd in regards to their spending. In contrast, males would be less likely to consider product alternatives and consequently would pay

 

a

higher price for a particular item.

Yes, age is an important factor to consider in identifying trends for brands and spending habits. For example, older individuals when purchasing goods from a supermarket would be inclined to spend less due to financial restrictions, whilst younger personalities would spend more, as they would have a disposable income in most cases. In a department store like David Jones however, research would show that older individuals do tend to shop at these types of stores, whilst younger people would prefer to online shop or acquire products from their personal favourite brands.

24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Your Names & SIDs

Massimiliano Santinoli - 12201404

Tutorial Time & Tutor

Wednesday 4pm - Cecilia Howard

Catherine Dixon, 42, F

Interviewee’s Name, Age & Gender

Have you ever purchased food from retail stores (e.g. Coles, Woolworths, David Jones, Target, Myer)? If yes, please list what you bought normally?

How often would you shop in a those retail stores?

Yes of course. I use to shop at the Woolworths in front of my house. I use to buy all kind of stuff a family with two kids buys like food, which is the main thing, cleaning products for the house, kitchen utensils and it happened to me to buy socks, once.

As we are four persons in my family, I generally try to go on Sunday each week. Sometimes it happens that I need to go twice, but rarely.

I am on an average of $200/$250 dollars per week.

How much did you spend on food on average per trip to a department store or a supermarket roughly?

 

I usually just go to the same store and I know what to expect.

Before you decide to visit a food store, where did you search for relevant information?

All the principal supermarkets like Coles, Woolworths, IGA, and I personally prefer Woolworth since I’ve noticed that the quality of the fresh food is usually better.

Would you please list all major food stores that you know of? Which one do you like the best, and why?

Which retail stores did you usually go to for food, and why?

Woolworths.

Which supermarket did you usually go to, and why?

Woolworths, as I said, for the higher quality of the fresh food.

Food, beverages, utensils for the kitchen and sometimes clothes.

What do you usually buy from them respectively? Please list categories.

When deciding which retail store to visit for food, what do you look for when choosing (e.g., convenience, availability of certain products, price, brands available, and etc.)? Why is it important to you that the store has these features?

Being the mother of 2 children and having me and my husband a job, we are not that much concerned about the prices. As a mother I want to make sure that my children eat healthy food. Deciding the diet for my kids it’s up to me, but I can’t be sure of the quality of the food, especially the fresh one like vegetables, fruit and fish. I’ve noticed the quality to be better at Woolworths and that relaxes me about my kids’ health.

Have you heard of David Jones? Please describe the general image of this brand.

Yes of course. To me, David Jones is a classy retail store of the top fashion brands for clothing. I think it is targeted to the middle-upper class even though it is not impossible to find occasions at an acceptable price. However, I think the prices are fair for the products sold.

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24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Do you like to shop at David Jones?

 

What do you like about David Jones in general? What don’t you like David Jones in general?

As a mother I don’t buy expensive clothes anymore, but I did I definitely would like to do it at David Jones.

I like the fact that if something is sold at David Jones, it has to have a certain minimum level of quality and be fashionable. On the other hand, I think most of the clothes are not made to be wear on a daily basis.

Do you know David Jones sells fresh food? If a David Jones branded convenience store is open in your suburb selling food, are you going to shop there? Why/why not?

No I didn’t know that. Honestly, I would stick with Woolworths. A clothes shop that sells food, doesn’t just give me the idea of quality.

Please describe your image of the average consumers who shop food at local convenience stores.

Someone who just needs something for the moment, like cigarettes, shampoo, a bottle of wine. Nobody shops all he needs at the convenience store, as there’s not a wide selection and prices are higher. Therefore, considering the goods I would expect someone to buy at the convenience store, I would say young or foreigner people.

Please describe your image of the average consumers who shop food at Woolworths or Coles.

It could be anyone! From family mothers to backpacker, anyone needs to do shopping.

Please describe your image of the average consumers who shop food at Thomas Dux.

Thomas Dux is known for selling fresh, organic and controlled food. I shop there sometimes, even though not really often since it’s far away from my place. I would say that young healthy people would shop there, maybe vegan or hipster!

Please describe your image of the average consumers who shop food at David Jones. What are the differences among these groups of consumers?

I’ve never seen anyone shopping at David Jones, but I imagine it would be some sort of young fashionable worker in his early career. I don’t know why!

 

Apparently the subject is unaware of the possibility to buy food at David Jones. Moreover, even if told about it, it seems rejective to the idea of purchasing aliments from it.

Once you have finished the interview, reflect on your marketing problem.

There seems to be a different view of the brand image, therefore I suggest to try to converge the idea of quality food with the brand David Jones.

There could be the chance to match the idea of “quality clothing store” with “quality food”, working on the value of quality that people seem to attribute to the brand.

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24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Your Names & SIDs Tutorial Time & Tutor Interviewee’s Name, Age & Gender

Natalia Schlesinger

12078390

Galia Corvera, Age:24,Gender: Female

 

Yes; candy and bottled water.

Have you ever purchased food from retail stores (e.g. Coles, Woolworths, David Jones, Target, Myer)? If yes, please list what you bought normally?

How often would you shop in a those retail stores?

Very rarerly.

20 dlls max

How much did you spend on food on average per trip to a department store or a supermarket roughly?

 

Word of mouth

Before you decide to visit a food store, where did you search for relevant information?

Harris Farm, Earth Food Store, Coles, Health Emporium.

Would you please list all major food stores that you know of? Which one do you like the best, and why?

I like organic products.

Which retail stores did you usually go to for food, and why?

Organic stores because I believe over produced food is not of good quality.

Which supermarket did you usually go to, and why?

Harris Farm, it is good quality and near my house.

What do you usually buy from them respectively? Please list categories.

Eggs, cheese, vegetables, fruit, pasta, rice, sauces and condiments.

When deciding which retail store to visit for food, what do you look for when choosing (e.g., convenience, availability of certain products, price, brands available, and etc.)? Why is it important to you that the store has these features?

Quality and proximity to my house.

Important: Please use the laddering technique to prompt the consumer to tell you the key benefits/values that they associate with those attributes. First, ask them to name an important attribute of the store, and then ask them why it is important to them that the store has that attribute. After they answer, ask them why it is important to them that they get that benefit, and so on, until you’ve found out a higher-level, more-abstract motivation (e.g., self-esteem, peace of mind, safety) underlying their preference for the attribute.

Have you heard of David Jones? Please describe the general image of this brand.

Yes.

Big retail store.

Important: Try and get them to share insights about the store in general and also what they think of the actual products sold, target market, price, brand image, etc.

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Brochure Design

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24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Do you like to shop at David Jones?

 

No

What do you like about David Jones in general? What don’t you like David Jones in general?

I

don’t like that it’s got too many products.

No.

Do you know David Jones sells fresh food? If a David Jones branded convenience store is open in your suburb selling food, are you going to shop there? Why/why not?

Because I do not trust big stores to handle my food.

Please describe your image of the average consumers who shop food at local convenience stores.

People concerned about their health.

People on budget.

Please describe your image of the average consumers who shop food at Woolworths or Coles.

I

don’t know what Thomas Dux is.

Please describe your image of the average consumers who shop food at Thomas Dux.

Victims of consumerism

Please describe your image of the average consumers who shop food at David Jones.

Budget and health consciousness

What are the differences among these groups of consumers?

 

I

think the person I interviewed was a very difficult person to place

Once you have finished the interview, reflect on your marketing problem.

within the target market as she is very self-aware about health and promoting local vendors rather than commercial ones.

I

think there is probably a difference between male and female answers

What implications do the findings have for your marketing problem? Was choosing a retail food store a complicated, highly involved decision for your interviewee? Do you think that your interviewee was representative in your target market? If you interviewed someone of the opposite gender, do you think males/females would differ in their answers? If you interviewed someone older/younger than the interviewee, do you think age matters?

as it is more likely females will be more complicated about the choices they make when choosing where to shop.

My interviewee presented quite a complicated process in this as she takes special care on the ingredients and foods she purchases for her household.

I

think age is also a factor that could change the answers of this

interview as often when people get older they become more self- conscious about both the quality and the price of the products they bring home.

24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Your Names & SIDs Tutorial Time & Tutor Interviewee’s Name, Age & Gender

Tyler van der Veer, 12559807 16:00, Cecilia Wendy van der Veer, 51, Female

Have you ever purchased food from retail stores (e.g. Coles, Woolworths, David Jones, Target, Myer)? If yes, please list what you bought normally?

Yes, for example today I visited Coles and purchased mineral water, coconut yoghurt, hummus, falafels, pasta, flatbread, and smoked salmon. I also visited Harris Farm Markets to purchase produce items like broccolini, lemons, bananas, strawberries, capsicum, apples, tomatoes, avocados and herbs. I also purchased gourmet grocery items from Harris Farm Markets including yoghurt, couscous, passata, coconut water and corn chips. This would be an average shop for our family.

How often would you shop in a those retail stores?

How much did you spend on food on average per trip to a department store or a supermarket roughly?

I

would shop at any of these retail stores every two days.

Today I spent $65 at Coles and $75 at Harris Farm Markets. This would be an average cost for our family every few days.

 

I

do not usually search for relevant information, I often go for

Before you decide to visit a food store, where did you search for relevant information?

convenience. My son works at Harris Farm Markets which offers a 25% discount to staff and their family members. There range and prices is often a lot better then their competitors, plus the 25% discount is excellent.

Would you please list all major food stores that you know of? Which one do you like the best, and why?

Coles, Woolworths, Aldi, IGA, and Harris Farm Markets. I like Harris Farm Markets the best because of the convenience (it is located close to where we live), the prices (due to our family discount), and the quality.

 

go to Harris Farm Markets for food due to its superior quality and great prices.

I

Which retail stores did you usually go to for food, and why?

The main supermarket I visit is Coles, I prefer it to Woolworths due the familiar layout that I am accustomed to due to years of shopping at Coles. This familiarity is due to its convenient location and close proximity to Harris Farm Markets. I will also visit IGA if I only need to purchase one or two items, this is because by going to IGA I will avoid the busyness of the shopping centre where Coles and Harris Farm Markets is located.

Which supermarket did you usually go to, and why?

What do you usually buy from them respectively? Please list categories.

I

usually purchase produce items, grains, nuts and a whole other range

of foods from Harris Farm Markets, I usually try and buy as much as I can from Harris Farm Markets. Due to Coles being situated directly next to Harris Farm Markets I usually finish my shopping there. This will include canned food, toiletries, cleaning products, frozen food, and cat food.

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24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

When deciding which retail store to visit for food, what do you look for when choosing (e.g., convenience, availability of certain products, price, brands available, and etc.)? Why is it important to you that the store has these features?

Convenience is the main player for me. Harris Farm Markets and Coles are my two favourite stores to shop at and they are conveniently located next to each other. It is also located right next to my children’s school, which means that I can drop them of at school and also grab some groceries in one process. This is important to me so I don’t have to do two seperate trips to the shops. I am usually very busy during the day running a business so the convenience and location cuts down heaps of extra time that I can use in the office.

Important: Please use the laddering technique to prompt the consumer to tell you the key benefits/values that they associate with those attributes. First, ask them to name an important attribute of the store, and then ask them why it is important to them that the store has that attribute. After they answer, ask them why it is important to them that they get that benefit, and so on, until you’ve found out a higher-level, more-abstract motivation (e.g., self-esteem, peace of mind, safety) underlying their preference for the attribute.

Another more specific reason to shop at Harris Farm Markets is the prices. My business involves a lot of food preparation, recipe development and catering so there is a great magnitude of food that goes through our household. When I shop at Harris Farm I know I am getting the lowest price I can get due to my 25% discount. This keeps the cost down and helps me concentrate on running my business rather than searching for the lowest prices.

Harris Farm Markets also have some great ‘hand-made’ products that are super delicious and tasty, like their jams, yoghurts, and pre-packed nuts. These are products the whole family enjoys so it easy to keep buying these recognised brands as I know it wont get wasted if they do not like them.

Have you heard of David Jones? Please describe the general image of this brand.

Yes, I have heard of David Jones. When I think of David Jones I think of upper-market products like a clothes, electronics and furniture. These products are often more expensive price wise, but I believe that is because of the good quality that you will find in David Jones.

Important: Try and get them to share insights about the store in general and also what they think of the actual products sold, target market, price, brand image, etc.

 

do not really like to shop at David Jones as there is none nearby and to travel 40 minutes to get to my nearest David Jones is not worth it for me.

I

Do you like to shop at David Jones?

I

like that David Jones has good quality brand names all found in one

What do you like about David Jones in general? What don’t you like David Jones in general?

Do you know David Jones sells fresh food? If a David Jones branded convenience store is open in your suburb selling food, are you going to shop there? Why/why not?

shop. The presentation is also fantastic and is really great way to view what you want to buy. The main reason I do not like David Jones is the

convenience, it is to far away from me and the reasons I like it are not worth the 40 minute drive when I can visit a competitor like Myer that is only 10 minutes away.

Yes, I do know this. But it does not sell fresh food in our area. No, I would not shop there because it would be too expensive.

24202 Customer Behaviour: Consumer Interview Summary

 

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Please describe your image of the average consumers who shop food at local convenience stores.

I would picture these people as unorganised and not too concerned about price. These people are more mainstream and more creatures of habit as they usually go to these stores because they are used to them. I would also say a lot of people would shop at these stores because of the quality and brand recognition. Someone shopping at Thomas Dux would be a more medium-to-high dual income earner, inner city dweller, image focused and a bit more fussy about quality. Similar to Thomas Dux, but not quite at that level. I would say they are also looking for quality and also want the experience of everything being in the same spot. There are big differences among these consumers, they range in level of income, whether they are families or single, their location, whether they are time poor and their perception on quality.

Please describe your image of the average consumers who shop food at Woolworths or Coles.

Please describe your image of the average consumers who shop food at Thomas Dux.

Please describe your image of the average consumers who shop food at David Jones.

What are the differences among these groups of consumers?

Once you have finished the interview, reflect on your marketing problem.

The highly competitive oligopolist supermarket and convenience store industry means David Jones must employ strategic non-price competition methods to differentiate themselves from their competitors. From the interview we discovered some of the most important non-price motives for shopping at Harris Farm was its quality, style and convenience. For David Jones quality and style are key factors that could help them distinguish themselves from customers by providing consumers with the freshest food and creating a great shopping experience through service, shop design and range. Convenient locations would be a lot more difficult for David Jones as currently they have no costumers and limited start-up capital. They would have to start small to build up a customer base and brand loyalty to translate that into more stores. No, I would not say choosing a retail food store was complicated for my interviewee, it was more of a instinctual and habitual decision. It seems Harris Farm Markets was the shop of choose due to the circumstances of a family discount and convenient location. Yes, but only to some extent. The interviewee fitted the medium to high income bracket and middle aged highly involved shopper. But the interviewee had no brand loyalty to David Jones and that would be hard to translate into shopping at their new food retail stores. The interview also lived in a non-city context, which would be outside the ‘wealthy suburb’ target market and store geography, therefore it would be hard to deliver value to the consumer. Yes, I do believe if the interviewee was of opposite gender the answers would differ. One reason is because a female would have different tastes and preferences to males. This is evident in the fact that males often shop with a lower basket size and often have a higher percentage of animal products (e.g. meats, poultry, dairy). Males often consider themselves more ‘time poor’ and would be probably less susceptible to lower prices and relevant information in favour for convenience. Yes, I also believe that age matters. An interviewee that is is younger for example would also be more worried about convenience and probably less about quality. For example, university students usually will buy most of their groceries from Coles and Woolworths due to the to the lowers prices combined with the convenience. This is due to their lower budget and an unwillingness to search for relevant information. Due to this many university students would not shop at retail stores like Harris Farm Markets and Thomas Dux. On the other hand seniors would probably be more concerned about prices and have a higher willingness to shop around due to their increased leisure time. This might lead to an older demographic at stores like Aldi. Similarly, seniors also have a deep rooted sense of the importance of buying local Australian products. For this reason, stores like IGA might experience an older demographic.

What implications do the findings have for your marketing problem? Was choosing a retail food store a complicated, highly involved decision for your interviewee? Do you think that your interviewee was representative in your target market? If you interviewed someone of the opposite gender, do you think males/females would differ in their answers? If you interviewed someone older/younger than the interviewee, do you think age matters?

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24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Your Names & SIDs Tutorial Time & Tutor Interviewee’s Name, Age & Gender

Yamato Toda, 12919801 16:00, Cecilia Sanae Toda, 54, Female

Have you ever purchased food from retail stores (e.g. Coles, Woolworths, David Jones, Target, Myer)? If yes, please list what you bought normally?

Yes, for example yesterday I went to Aldi to purchase milk, chips, broccoli, lettuce, hand soap, chicken breast, strawberry, apple, banana and yoghurt. I also visited the local Asian shop to purchase Chinese cabbage, thin sliced pork, minced beef and tofu.

How often would you shop in a those retail stores?

I

would purchase from these stores one or twice every week.

How much did you spend on food on average per trip to a department store or a supermarket roughly?

roughly spend $80-120 depending on the level of consumption at the household per week.

I

 

I

don’t really search for relevant information because I know

most of the prices in relevant retail stores and know what kind of products are at each retail stores.

Before you decide to visit a food store, where did you search for relevant information?

Would you please list all major food stores that you know of? Which one do you like the best, and why?

Coles, Aldi, Woolworth and IGA. I like Aldi the best because with all the low prices, range of products, great quality and the proximity to our household.

 

I

go to a local Asian shop because it sells many products that

Which retail stores did you usually go to for food, and why?

aren’t sold in major supermarkets and the fact that it is very close from the household.

I

go to Aldi for food usually because of the low prices, great

Which supermarket did you usually go to, and why?

quality and weekly random products that make it enjoyable look around. Also, it is very close the to the local Asian shop, making it easy to purchase between the stores.

I

usually purchase vegetables, meat, snacks and canned soft

What do you usually buy from them respectively? Please list categories.

drinks from the local Asian store. Then, I will move towards Aldi to purchase produce items, toiletry, fruits, frozen food and nuts.

When deciding which retail store to visit for food, what do you look for when choosing (e.g., convenience, availability of certain products,

An important attribute is definitely the convinience of the store. Aldi and the local Asian store is where I usually purchase

price, brands available, and etc.)? Why is it important to you that the store has these features?

Important: Please use the laddering technique to prompt the consumer to tell you the key benefits/values that they associate with those attributes. First, ask them to name an important attribute of the store, and then ask them why it is important to them that the store has that attribute. After they answer, ask them why it is important to them that they get that benefit, and so on, until you’ve found out a higher-level, more-abstract motivation (e.g., self-esteem, peace of mind, safety) underlying their preference for the attribute.

products for consumption at home and is perfect because both stores are situated very closely to each other and also to our household.

This certain attribute is very important to me because time is very precious to me and being able to make more time due to the convenience helps me to focus on the other tasks that I have to do as a mother in the household, also saving money on commute.

Its also important to have that convenience because sometimes I forget to purchase certain products, so being able to go back and forward with the stores in matter of minutes, helps me reduce time and money.

24202 Customer Behaviour: Consumer Interview Summary

Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero mark.

Have you heard of David Jones? Please describe the general image of this brand.

Yes, I have heard of David Jones. When I imagine David Jones, I

see high-end products like clothes, perfume, shoes and watches.

think the products sold at David Jones to have high quality. I assume the target market to be around 25-40 years of age, medium to high level prices and a very strong and good brand image.

I

Important: Try and get them to share insights about the store in general and also what they think of the actual products sold, target market, price, brand image, etc.

Do you like to shop at David Jones?

do not personally shop at David Jones, unless it is to purchase a birthday gift for a family member or friends.

I

What do you like about David Jones in general? What don’t you like David Jones in general?

I

like David Jones for its range or products from fashion to

kitchen equipment, making it easy to shop when needed. I don’t like how some of the products are too overpriced.

Do you know David Jones sells fresh food? If a David Jones branded convenience store is open in your suburb selling food, are you going to shop there? Why/why not?

No, I didn’t now David Jones sold fresh food. If a David Jones branded convenience store opened in my suburb, I may purchase some products for special events as I imagine it to be high end food products to be sold ad high prices.

Please describe your image of the average consumers who shop food at local convenience stores.

Please describe your image of the average consumers who shop food at Woolworths or Coles.

Please describe your image of the average consumers who shop food at Thomas Dux.

More business men and younger individual like students who are always on the rush to get to places that need a quick snack or drink.

My image of the average consumer at Woolworths or Coles is more mothers shopping for the family of normal products to cook at home.

Consumers that shop at Thomas Dux, I feel are more wealthy and have that more money to spare when purchasing items, due to its supreme aesthetics of the buildings and atmosphere.

Please describe your image of the average consumers who shop food at David Jones.

The average consumers who shop food at David Jones, I imagine are more high aged business men to purchase gourmet products to treat themselves.

I

feel the difference between these consumers is that they all

What are the differences among these groups of consumers?

have different motives when purchasing at these stores, some will purchase due to hunger, convenience or price.

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