A thorough understanding of consumer behaviour, ‘to know and understand the consumer so well that the product or service fits him’ (Drucker n.d. cited in Kotler 2003) precedes the marketing activities of all consumer-oriented organisations. The aim of this paper is to explain, with reference to associated theoretical models, why consumer behaviour is important to supermarket retailers and how it can be influenced. To put theory into context, I have selected the UK food retailer ASDA to demonstrate how responsiveness to consumers is implemented into its food trading strategy to ensure the organisation’s effectiveness.
Table of Contents
1. Introduction
1.1 About ASDA
1.2 The Rise of Private Label Brands
2. Understanding Consumer Behaviour in a Retail Setting
2.1 ASDA’s Influence on the Consumer’s Buying Process
2.1.1 Need Recognition / Problem Awareness
2.1.2 Information Search
3. Conclusion
Research Objectives and Focus
The primary objective of this paper is to examine the significance of consumer behaviour within the context of supermarket retail, specifically focusing on how retailers can influence purchase decisions. By applying theoretical models to the UK food retailer ASDA, the work demonstrates how strategic responsiveness to consumer needs, particularly through private label branding, drives organizational effectiveness.
- Theoretical frameworks of consumer buying behaviour
- Strategic implementation of private label brand portfolios
- Mapping consumer needs to retail product ranges
- The role of packaging design as a communication medium
- Customer-centric brand building strategies
Excerpt from the Book
2.1 ASDA’s Influence on the Consumer’s Buying Process
ASDA needs to appreciate how consumers buy their private label brands, and what role the brands will play in enhancing their lifestyle. The ‘superstore’ format, typically trading up from 4,000m2, poses an issue for both the organisation and its customers, since ASDA consumers are presented with an extensive choice of brands. Assuming an extended problem solving scenario, I will describe how ASDA influences the consumer’s buying process at the need recognition and information search stage.
At [an extended] level of problem solving, consumers have established the basic criteria for evaluating the product category and the various brands in the category. However, they have not fully established preferences concerning a select group of brands. Their search for additional information is more like ‘fine tuning’; they must gather additional brand information to discriminate among the various brands. (Schiffman and Kanuk 2004 p.549)
Summary of Chapters
1. Introduction: This chapter introduces the core importance of understanding consumer behaviour for marketing success and defines the scope of the study using ASDA as a practical example.
1.1 About ASDA: This section provides a brief historical background and current market standing of the retailer ASDA.
1.2 The Rise of Private Label Brands: This section details the growing market share and economic significance of private label products in the UK retail landscape.
2. Understanding Consumer Behaviour in a Retail Setting: This chapter outlines the sequence of consumer purchase decisions and classifies different types of problem-solving scenarios.
2.1 ASDA’s Influence on the Consumer’s Buying Process: This section explores how ASDA strategically manages its brand portfolio to align with consumer needs and influence their buying journey.
2.1.1 Need Recognition / Problem Awareness: This section applies Maslow’s hierarchy of needs to ASDA's brand portfolio to demonstrate how products are positioned to meet specific consumer requirements.
2.1.2 Information Search: This section analyzes how packaging design acts as a primary communication medium to guide consumer decisions at the point of purchase.
3. Conclusion: The final chapter summarizes ASDA’s successful customer-centric approach and suggests potential strategies for further brand development.
Keywords
Consumer Behaviour, ASDA, Private Label Brands, Retail Management, Supermarket Strategy, Packaging Design, Buying Process, Need Recognition, Information Search, Customer-Centric, Brand Portfolio, Marketing Communication, Maslow's Hierarchy, Brand Positioning, Retail Effectiveness
Frequently Asked Questions
What is the primary focus of this research paper?
The paper examines the importance of understanding consumer behaviour within the supermarket retail sector and how retailers like ASDA influence these behaviours through strategic branding.
What are the central thematic areas covered?
The central themes include the consumer decision-making process, the strategic management of private label brand portfolios, and the use of packaging as a tool for consumer communication.
What is the main research objective?
The objective is to explain why understanding consumer behaviour is vital for retailers and to demonstrate how ASDA implements responsiveness to consumer needs within its food trading strategy.
Which scientific methods are utilized?
The work employs a theoretical approach, mapping marketing concepts such as Maslow’s hierarchy of needs and purchase decision sequences onto the practical business case of ASDA.
What topics are discussed in the main body?
The main body covers the history of ASDA, the rise of private label brands, the analysis of buying situations, and a detailed look at how packaging factors like shape, color, and text communicate brand value.
Which keywords define this work?
Key terms include Consumer Behaviour, Private Label Brands, Retail Management, Brand Portfolio, and Packaging Design.
How does ASDA specifically influence the 'Need Recognition' stage?
ASDA influences this stage by maintaining a diverse portfolio of six private label brands, which are mapped to different levels of consumer needs, from basic sustenance to self-esteem.
What is the significance of the 'Great Stuff' range?
The 'Great Stuff' range serves as a case study for customer-centric brand building, specifically designed to help mothers provide healthy food for their children through innovative packaging and clear information.
- Quote paper
- Valentin Nehls (Author), 2005, Private Label Brands at ASDA , Munich, GRIN Verlag, https://www.grin.com/document/62007
