Page 141 - DLIS402_INFORMATION_ANALYSIS_AND_REPACKAGING

Information Analysis and Repackaging

Notes that they originally planned. ‘Choice’ examined the theory of trolleyology finding that many shoppers
instinctively look to the right when they’re in the supermarket. Supermarkets prey on this biological
trait by positioning many expensive impulse buying products to the right of the checkout. These
products consist of the latest DVDs, magazines, chocolates, expensive batteries and other tempting
products that wouldn’t normally be thought of.
Supermarkets move products around to confuse shoppers, the entry point is another marketing
tactic. Consumer psychologist Dr. Paul Harrison (cited in Browne, 2010) states that supermarkets
are constantly using different methodologies of selling. One method is performing regular overhauls
changing the locations of products all around to break habitual shopping, and break your budget.
Harrison also contends that people who are shopping in a counter clockwise direction are likely to
spend more money than people shopping in a clockwise direction.

Consumer psychologists (cited in Browne, 2010) reported that most people write
with their right hand, thus it is a biological trait that people have the tendency of
veering to the right when shopping, it is understood that supermarkets capitalize
on this fact. Found on the capturing right-hand side are usually appealing products
that a shopper might buy impulsively e.g. an umbrella when the weather is dull.

7.3 Evolution of Marketing

An orientation, in the marketing context, related to a perception or attitude a firm holds towards its
product or service, essentially concerning consumers and end-users. Throughout history, marketing
has changed considerably in conjunction with consumer tastes.

Earlier Approaches

The marketing orientation evolved from earlier orientations, namely, the production orientation, the
product orientation and the selling orientation.
Table 7.1

Western
Orientation Profit driver European Description
timeframe

A firm focusing on a production orientation
specializes in producing as much as possible
of a given product or service. Thus, this
signifies a firm exploiting economies of scale
until the minimum efficient scale is reached.
Production Production until the A production orientation may be deployed
methods 1950s when a high demand for a product or service
exists, coupled with a good certainty that
consumer tastes will not rapidly alter
(similar to the sales orientation).
Product Quality of the until the A firm employing a product orientation is
product 1960s chiefly concerned with the quality of its
own product. A firm would also assume
that as long as its product was of a high
standard, people would buy and consume
the product.

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