CUSTOMER NEEDS AND CUSTOMER BEHAVIOURAL STUDY
Assignment : Food Store Analysis
Location: IOI City Mall Putrajaya
Target: TESCO GROCERIES STRORE
In order to conduct the analysis, we perform the following methodology :
1. Customer Behavioural Observation
2. Informal Interview
We divide the Tesco's food section into three which includes:
1. Dry food product
1. Dry food product
2. Frozen food product
3. Beverages product
For the dry product section, our focus are towards cookies and biscuits. Most of the customers wanted to buy cookies/biscuits to fulfill these following needs:
1. anytime snacks
2. served with tea
3. energy source
4. treats to guests
5. self-indulgence
During the observation of customer behaviour at Tesco, we observe that customer prefer to buy Munchy's Oat Krunch
From our point of view, this product is more favorable because it fulfill most of the customer needs on cookies/biscuits. This product can be eaten as anytime snacks, treats to guest, served with tea, and as self-indulgence. Moreover from our informal interview, most of the customer mention that this product become one of their choices because it is an oat based product which good for health and act as a fibre source snack.
Moving to next section of food product which is the frozen food section. One product that caught our attention in this section is the frozen sausages/frankfurter . Based on customer needs review, most people want their sausages to have less preservatives contain, less salty taste, easy to prepare, have real value meat, reasonable price and most importantly it taste delicious. We compare these two local product to see how
PRODUCT
A
|
PRODUCT
B
|
|
 |
 |
|
BRAND
|
RAMLY
|
AYAMAS
|
PRICE
|
RM 6.99
|
RM 4.29
|
NUMBER OF SAUSAGE PER PACK
|
10
|
10
|
From single look the product is not much of a difference except the fact that RAMLY's sausages are more expensive. Eventhough RAMLY is more expensive than AYAMAS sausages, customers tend to buy RAMLY than AYAMAS one. From our point of view, the real value meat aspects is in play. RAMLY's has more real meat content and taste than AYAMAS. Eventually sometimes, price is not a driven factor for customers to choose a product.
Lastly we analyse the beverages section specifically for dairy milk product. From the analysis, customers demand a milk product that can last longer (non powdered milk), less preservatives and high in protein and calcium. The hot selling product for milk are HL and also Dutchlady. Th driven factor for these choice are basically rich taste and high protein and calcium content in these milk brands.
Lastly we analyse the beverages section specifically for dairy milk product. From the analysis, customers demand a milk product that can last longer (non powdered milk), less preservatives and high in protein and calcium. The hot selling product for milk are HL and also Dutchlady. Th driven factor for these choice are basically rich taste and high protein and calcium content in these milk brands.
 |
| Dutch Lady Milk |
 |
| HL Milk |
From our overall customer needs analysis in food products, we are able to see some similarities in driven factors for customer to buy certain products. Our future product will also encompass the customer needs and it will be further discussed and shared on our next entry.
