Transcript Ghost shopping insight to your grocery store yogurt

GHOST SHOPPING
INSIGHT TO YOUR GROCERY STORE YOGURT
Consumer Behavior
Araima Caballero-Conitni, Drew Hernandez, Alexa Lopresti, Anita
Raubeson, Gabriela Slemer
OBJECTIVE
To conduct a consumer behavior survey on
attitudes towards yogurt in both Publix and
Wal-Mart, specifically Chobani yogurt.
• Insight will be attained by secretly surveying
customer and salespeople to discover their
yogurt preferences
GENERAL ASSESSMENT
Publix
• Organized yogurt
by brand and style
• Offered sales
specials
• Offered a wide
variety of yogurt
Wal-Mart
• Very similar to
Publix
• Organized yogurt
by brand and style
• Offered a wide
variety of yogurt
Picture of Wal-mart yogurt section
CONSUMER INPUT
Publix
• First Consumer:
looks for what
catches her eye and
is not brand loyal
• Second
Consumer: looks
for which brand has
his flavor interests
Wal-mart
• First Consumer:
price driven
concern, no brand
loyalty
• Second
Consumer:
quantity driven with
a large family to
feed
Consumer
SALESPERSON ADVICE
Publix
• Asked what qualities
the consumer was
looking for then said
his favorite
• For health: Chobani
because of Publix
specials
• For taste: Yoplait’s
unique flavors
Wal-Mart
• Advice was rushed
and careless
• For Health: Activia
• For price: Wal-Marts
“Great Value” brand
*noticed an increase
demand for Chobani
Greek yogurt
THEORY APPLICATION
• Intrinsic self-relevance: based on consumer’s means-
end knowledge through their past experiences with a
product
• Ex. Strawberry banana yogurt
• Situational self-relevance: determined by aspects of the
immediate and social environments that activate
important consequences and values
• Ex. Purchasing specific products based on deals
OUR RECOMMENDATION
Publix
• Continue to offer
deals on Chobani
yogurt
• Offer a broader
variety of Chobani
flavors
Wal-Mart
• Increase focus on
customer service
• Still offer Chobani
because of
increasing demand
• Invest more effort on
displays
• Offer specials