Cereal Aisle Analysis
Professor Shirley McLaughlin
Consumer Behavior- Marketing 305
11.5.2013

1. Identify the store and the day and time you made your observation.
For this assignment I went to Randall’s, a local grocery store in my area, where I observed consumer behavior. Upon arrival at Randall’s I decided that I would observe consumers on the shopping on the wine isle and in the dairy section. I observed on man and one woman on the wine isle (they were not together) and one woman in the dairy section.
2. Analyze the behaviors you observed to determine how consumers progressed through the consumer behavior process while in different aisles.
To understand how the consumer progressed …show more content…
With hedonic value, the value is provided entirely by the actual experience and emotions associated with consumption, not because some other end is or will be accomplished (Babin, Harris, 2013, p.29). I believe the male consumer applied this value because he was only selecting wine, the wine was needed in conjunction with something else to establish value. The hedonic value is provided by the actual experience of selecting the wine. The female consumer in the dairy section was driven by utilitarian value. Utilitarian value is derived from a product that helps the consumer solve problems or accomplish task. The female consumer in the dairy section looked at several different brands of lactose free milk. The value she would receive in purchasing lactose free milk would be her being able to enjoy dairy products. But the female consumer in the dairy section didn’t make a selection. This would lead me to believe that the options available to her did not meet her standards of value.
4. Pick two specific consumers that seemed to be very different from each other. Contrast how these two (2) consumers progressed through the consumer perception process.
Perception can be defined as the process of collecting, organizing, and interpreting sensations into a meaningful whole. The process of perception begins with exposure. Exposure happens when a consumer comes into contact with environmental stimuli knowingly or unknowingly.