Page 73 - DMGT550_RETAIL_MANAGEMENT

Retail Management

Notes Self Assessment

Fill in the Blanks:
8. When .................. engage in purchases that require limited decision making.
9. .................. for high priced electronics, such as a television, computer or camera, or major
purchases such as a home or car require consumers to use extensive decision making.
10. .................. groups share indirect relationship with the consumer.
11. The .................. process lasts longer, as the consumer is investing a substantial amount of
money.
12. .................. decision has been classified into four different categories such as Complex
buying behavior, Dissonance Reducing buying behavior, Habitual buying behavior and
Variety seeking buying behavior.
13. Buying Behavior are classified depending upon the degree of involvement and ..................
of difference among brands.
14. .................. reducing behavior involves high involvement of the buyer but a less significance
difference among the brands.
15. Co-workers, family members, relatives, neighbours, friends, seniors at workplace often
form .................. .



Case Study Cadbury-Kraft Focuses on Consumer Behaviour Inside
Shops

helves full of Oreo biscuits at a local Mumbai store are described as a “blue wall” by
visiting Cadbury-Kraft executives. The food giant has attempted to replicate the
Smetaphoric “blue-wall” in many stores in Mumbai and other cities in a bid to drive
sales in the last one year.
The results have been encouraging. Since its launch, Oreo has garnered an over six percent
market share in the lucrative and intensely fought ` 4,000 crore premium biscuit market,
where it competes with Britannia’s Treat-O and Bourbon, Parle Products’ Kreams and
Hide & Seek, and ITC’s Sunfeast, among others.
What Cadbury-Kraft is doing with Oreo is part of a game that includes other brands and
categories as well. In the last year, the firm has aggressively pushed a marketing and sales
programme that has targeted shoppers in the top metros and cities of the country.
Branded visi coolers, a range of dispensers developed by local and international design
experts, are part of the company’s efforts to make the overall shopping experience exciting
for consumers. The firm has refurbished packaging of its brands such as chewing gum
brand Bubbaloo and pushed promotions to drive sales.
Taking a leaf out of rival Hindustan Unilever’s retail strategy in Perfect Stores, which
focuses on in-store display and placement of products after studying shopper behaviour
and preferences, Cadbury-Kraft will follow a similar path at the top 50,000 high-end
groceries, food stores and chemists within its retail universe of over 700,000 stores in
India.
Contd....

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