Marketing and Food Essay

This literature review will sharpen on exploring commercializeing strategies employed when giveing food. I will be looking at what influence these marketing strategies pick out on consumers stopping point making process and the effectiveness of these strategies. It is clear that consumers dont all(prenominal) buy the same things and I am interested to find a focal point what causes this difference in product selection. There are many things that last influence these endings, from the view of products or the aesthetics of the product. Food companies may similarly take location or population into account when choosing what product to sell and where to sell it.Demographical marketing strategies use population statistics as a way of finding out what products will sell best. Lars Perner1 uses age demographic as an mannikin. a firm interested in entering the market for sports drinks in a given country, or worldwide, might investigate the number of heap between the ages of fi fteen and thirty-five, who would constitute a particularly significant market.In some countries such as Germany, it has been noted that the birth rate is dropping significantly, in this sort of market, a company may steer international from creating a baby food product in favour of a product geared towards older people, this is due to the old age market being cosmicr than the young age market. Perner in any case discusses upward retarding force marketing. This takes advantage of social class in roll to increase ones trust for a product. By Portraying a product as something the swiftness class society would consume, it can take advantage of the consumers desire to realise their social class. Companies such as Haagen-Daas, who display their product as a luxury ice-cream, and several wine brands make use of this strategy.The layout of a supermarket also has a dramatic effect on food sales. One example is the location of the entrance into supermarkets. One chew over2 suggests t hat if the entrance to a supermarket is turn up on the right side, it encourages counter-clockwise movement throughout the supermarket. Whereas if the entrance is on the left, it encourages clockwise movement. The study claims counter-clockwise shoppers spend $2 more per trip, than clockwise shoppers. Products that have a large profit margin are usually located slightly the circuit of the supermarket, as roughly shoppers favour travelling around the perimeter than traversing up and down the isles.Fresh fruit and ve retrieveable sections are usually located at the start or end of the supermarket, and are presented as a cleaner and more welcoming area to the rest of the supermarket as most shoppers spend the most money in this section. Items placed at the ends of aisles facilitate as and introduction the items the customer will find in that aisle, the items in the centre of the aisle will receive less time with the customer, so items that will make more of a profit will be placed towards the end of aisles. Commonly purchased items such as milk or bread are generally located at the back of a supermarket, forcing the consumer to travel through many other products in stage to get the item they need. It is then that advertising and aesthetic marketing come into play. several(predicate) tactics are employed in certain aisles in prescribe to force customers into decisions. One example may be3 the use of music and lights in junk food aisles. By using loud music and blazing lights, the supermarket may cause the customer to be overwhelmed and make an impulse decision on what to buy, they may reach out for something that would comfort them, such as their favourite junk food. In a different situation, a supermarket may employ the use of dim lights and relaxing music, in order to convert the customer to take their time and spend more time in the supermarket, in turn having them buy more products. Some supermarkets slant to move items around from time to time in ord er to confuse their customers, having them look through all the aisles in order to find the product, picking up other products along the way. The location of the product is also important, most customers tend to only look at products at are at spunk level.The most expensive items will also be found at eye level, with better deals being hidden away above or below. The packaging of a product can also influence the decisions of a consumer. More expensive brands tend to have fancier labelling then generic wine brands. Therefore we assume the quality is better and are willing to reach higher prices, regardless of whether that is true4 Supermarkets also make use of the senses in order to draw customers in and attempt to force them into buying something they didnt mean to.They will cater to sight by using colours to boot certain feelings, light blues and pinks may be used around baby food or sweet sections in order to draw to children. Reds may be used around alcoholic beverages in order to appeal to consumers emotions such as anger or love, both of which have ties with alcohol and the colour red. They may bake fresh cakes and cookies in the bakeshop section to draw customers into buying the products due to the appealing smell.These findings provide grounds of a definite link between the marketing strategies used by supermarkets and brands, and the effect they have on sales of products. A number of ways in which strategies are employed have been noted, such as demographical marketing, placement of products and product aesthetics.BibliographyPerner, L. (2008). Food Marketing. Food Marketing. ONLINE acquirable athttp//www.consumerpsychologist.com/food_marketing.html(2008) The acquisition of supermarket psychology tribalinsight. The science of supermarket psychology tribalinsight. ONLINE Available athttp//tribalinsight.wordpress.com/2008/08/19/supermarket-psychology/(2008) Supermarket tricks. 2008, Supermarket tricks. ONLINE Available at http//today.ninem sn.com.au/moneyandconsumer/598695/supermarket-tricks1Perner, L. (2008). Food Marketing. Food Marketing. ONLINE Available athttp//www.consumerpsychologist.com/food_marketing.html 2(2008) The science of supermarket psychology tribalinsight. The science of supermarket psychology tribalinsight. ONLINE Available athttp//tribalinsight.wordpress.com/2008/08/19/supermarket-psychology/ 3(2008) Supermarket tricks. 2008, Supermarket tricks. ONLINE Available at http//today.ninemsn.com.au/moneyandconsumer/598695/supermarket-tricks 4(2008) Supermarket tricks. 2008, Supermarket tricks. ONLINE Available at http//today.ninemsn.com.au/moneyandconsumer/598695/supermarket-tricks