Comparison of different retail stores and how they have been influencing consumers through marketing of varied products
Retailing stores offers products of different categories according to the target consumers since them links them with wholesalers and the producers hence making the goods more accessible to them. Retailing offers an entrepreneurial opportunity to those who are business oriented since consumers may not be able to access goods directly from the wholesaler who offers goods in bulk conditions.
Products such as milk, ice creams , cookies and bottled water have been among the highest consumer needs in the retail sections of many stores and shops which consumers prefers to shops most. Unlike wholesalers and producers who might concentrate on the production and distribution of a single type of commodity, retailers offer a variety of products and can sell them in single unit product. When comparing the retailing of these consumer products such a milk, ice cream, cookies and bottled water, they reveals different ways that they influences the retailers.
Reasons for retailers directing their efforts to target market
A supercenter offers goods in retail process but offers them in larger discount than the retailers and they target the bulk buying consumers especially in the residential areas of major towns. Milk, ice cream and cookies are in large quantities as well as the bottled water since they are among the preferred goods among the consumers. On the supermarkets the products are among most sold product daily especially weekends, due to the ability of the shop to sell them in single unit and the consumers have the freedom to choose the variety of milk products they may prefer.
A supermarket allows the customers to have time in comparing the process of different brands of a product and what to choose according to the taste. The convenience stores offers consumer products while targeting travelling spots such as airports where consumer may need to buy something to eat. They also offer financial services such as Automated Banking Machines and bank payments through debit and credit cards. Departmental stores targets consumers who buys bulk goods in retail and who requires delivery services in order to avoid inconveniences. Consumers may want to buy cookies for a party at lat large amounts and can purchase them in Departmental stores where there are delivery services.
Ways which retailers struggle satisfy the needs of target market
Supermarkets have been trying to offer different products of milk, cookies, water and ice creams by increasing brands of different prices which a consumers purchases according to taste and ability. On the other hand the conveniences stores, in order to meet more of consumers needs have been increasing the varieties of fats foods products as well as manufactured food products and have been trying to open as many branches as possible in railway stations, bus stations and airports.
Furthermore the departmental stores which offers goods in bulk amounts but with lowered prices, have been trying to increase the number of departments within a particular store which offers a variety of products in order to attract more consumers of their goods. Comparison of different retail stores and how they influence consumers They have been increasing milk products as well as bottled water varieties which are on higher demands. Supercenters have been working on the pricing strategies in order to meet the consumers’ needs and have been offering products with lowered prices than other retailers.
How retailers have built a long term advantage over their competitors
Supermarkets, by offering different brands of milk, ice creams, bottled water and cookies have been able to have an advantage of their competitors in that they are able to produce some of these products within them markets hence increasing revenue generated. However, the departmental stores have been able to produce consumer goods such as cookies, bottled water and ice-creams in large amounts such that they have been able to sell in wholesales.
On the other hand, the Supercenters have been able to attract more customers as compared to their competitors due to their ability to offer goods in subsidized cost as compared to others hence have increased sales of milk products, ice-creams and cookies. Comparison of different retail stores and how they influence consumers Out of all the retailers, the convenience stores have been able to have more sales of milk, ice creams and cookies as well as bottled water due to inclusion of restaurants within the stores where the consumers rest while taking the products. Availability of restaurant where food products can be served within the conveniences stores have attracted more consumers and shoppers as this provides a time and place to relax before or after the shopping.
How effective the method adopted has been effective
The ability of convenience store to have restaurants within them has been an effective method of attracting more consumers though this method could be faced by the challenge of space. The supermarkets strategy of displaying a variety of bands of milk, cookies and bottled water has not been an effective method of attracting more consumers’ since the competitors have been displaying the products in the similar ways. These have mead the supermarkets to rag behind in the strategies aimed at attracting more consumers of their products. Supercenters have been able to increase customers’ relation by requesting and responding to consumers’ feedback.
Comparison of different retail stores and how they influence consumers Furthermore their uses of internet in the marketing of their products have been effective especially with increasing use of internet for shopping purposes. Departmental stores should try to use better relationships with customers’ in order to get the feedback about the products offered. They should also focus on marketing campaigns to increase positive reputations for their stores and goods offered.
Table of comparison of different products in different retail outlets
|Departmental stores||Convenience stores||Supermarkets||Supercenters|
|Assortment||Milk products offered in different brands.
Cookies were only one brand and did not have a lot of customers.
Bottled water was only available in three brands
Ice creams had a lot of brands and had attracted a lot of customers
| Milk brand was only on but offered other milk products
Cookies brands were five and had attracted a few customers.
Blotted water was available in varied brands and had a lot of customers.
Ice creams was offered in two brands only
|Milk bands were seven and other products due to availability of large refrigeration materials.
Cookies had four brands available.
Bottled water was available in both refrigerated and warm brands
Ice creams were in three brands in the children section
|Only other milk products were available but fresh milk was not available.
No cookies brands were available.
Bottled water was not available
Ice creamers were in six brands available
|Variety||Products were varied and most of them were offered in dozens or bundles of two or three to encourage bulk buying||The products were few and were offered in single items but had a lowered process compared to competitors especially food products||Had a variety of products almost all the house hold goods and the food products were more than the non food products hence attracted a lot of customers||Most of the products consisted of non food products and consisted of the bulk house hold goods which did not have a lot of customers although they were in a lot of varieties.|
|Service||Services were excellent and the goods were located at the convenient points where the customers did not struggle to take the products. Most of the important food products were located near the entrances hence no need of moving around searching for the products.||Good services provided although the products such as food products which were mostly purchased were poorly located and customer spends a lot of time searching for the specific products. Also customer care needed to improve in order to increase the relations.||Poor customer services, the response of the attendants were poor and one had to spend a lot of time searching the products needed. Poor location of the major consumer goods such as milk, cookies, water and even ice creams.||Service delivery is at least although customer relations have been maintained and response are taken care off.|
|Price||The prices of food products such as milk and cookies were low as compared to other stores and almost all the consumer goods had lowered prices.||Prices were low in bulky goods but increased when purchasing products at single quantity.||The prices varied and the food products prices were higher as compared to other stores and supermarkets nearby.||The food products prices were slightly higher than the other stores although they reduced the prices in bulk buying.|
|Location||Located in the central business district but had little space for parking hence inconveniencing customers.||Located in the city outskirts and an advantage of having a larger parking hence attracted customers||Most of the located in the central business district where there is low space for parking||Located in the residential areas wert her is a lot of space.|
|Promotion||There were promotions of milk products from two companies and this had made the sales of milk products to increase as they were located near to the entrance||No promotion was going on||There was one promotion of soap products||No promotion w as going on.|
|Display||Display of items have been well done and it easy o locate goods most of them have been displayed according to the manufactures taste especially those which were under promotion.||Display of most of the food products was appealing and strategically positioned||The soap products which were on promotion had been strategically positioned and this had influenced a lot of buyers.||The display of products have been poorly done and has a lot of spacing|
|Type of retail institution||Corporate Retail Chains
|Single Store Establishments