Professional Documents
Culture Documents
CB GRP 7
CB GRP 7
GROUP 7 Anuj Kr. Malviya (11PGDM073) M. Kavita (11PGDM-BHU004) Shradha Devidan (11PGDM111) Sumant Mikhail (11PGDM115) Tania (11PGDMBHU012)
Devising the advertising and promotional campaign for the store, FB, in our case.
Attitude
Needs
Think --> Do (for most cases) Interdependent,ideal social Think --> Do (for most cases) Independent, ideal social Think --> Feel --> Do Think --> Do Independent ,actual Interdependent,actual
Duty,Ditraction, Disgust Physiological & safety Duty, Distraction, Competence Self-Esteem Hypoactivation,Dist ract self esteem Dutioy,n Helplessness, Distraction safety, self esteem Duty,Conflict,Hyper activation self esteem
MARKETING IMPLICATIONS
Match the product to the perception of customers Amplify effect of packaging, promotions and store ambience etc. Enhance availability for conscientious customers Match the product to the common traits of personality of target segment.
INFLUENCE ON PRODUCT PURCHASE -Majorly Self Esteem needs- international brands , brand equals to quality
concept etc - Safety and Physiological needs also there - Conversion of Physiological needs into self esteem needs by super markets
MARKETING IMPLICATIONS
- Promote products as international feel - Small event or launch of product in store convert liking into purchase - At local kirana store basic products kept at eye level and availability is important.
MARKRTING IMPLICATIONS
Packaging should be informative and should clearly show the contents of the package. Stress should be there on Atmospherics. Promotional offers should frequent . Service level should be high.However salespersons should not interfere much. The rate of introduction of new products should be moderate.
Ideal Self
Interdependent on peer, friends, family Looks up to others for making a choice
MARKETING IMPLICATIONS
Communication showing movement from Actual Social Self to Ideal Social Self Portray interdependency Modern Brand but with traditional assurance Culture centric approach
MARKETING IMPLICATIONS
Use of print ads Highlighting benefits on packaging If TV ads, spell out benefits through ads When product is well established in market then go for offers as customer has now developed a liking for it
MARKETING IMPLICATIONS
Increase purchase involvement of consumer Make them spend more time in the shop Eg. Keep flour brands in the end to make them scan the whole shop when they go to get it
FACTORS AFFECTING PURCHASE DECISION OF GROCERIES Internal Factors: Personality (Instability, Openness to experience), Emotions, Self Concept (ideal self), Attitude (half , full cycle) External Factors : Culture, sub culture, social norms, social class, family influence, social group influence Needs: Physiological, safety, esteem
The store personnels should educate the customers about the customer service and grievances centre while handing over the bill to the customers. Suggestion: A print board at the entrance and at the billing counter stating the customer centre number in bold. Also a feedback form/ comment book to be offered to be filled at the exit if the customer have any specific comments or suggestions.
Promotional activities
Culture Corner Free Coupons at other future brand outlets Television Commercials during festivals Print Media
Grocery is no more just going to a kirana store with a planned list...now its a family affair with food bazaar Perfect combination of all local and International brands to cater to all types of customers.
THANK YOU