Supermarket Marketing Techniques: Buyer Categorization and Motivation

This report analyzes the marketing techniques employed by supermarkets, focusing on visual and auditory methods used in TV advertisements and email marketing strategies. It categorizes buyers into thinking, feeling, and intuitive types, and addresses the challenges posed by indecisive, critical, and aggressive customers. The report also explores the role of motivation in influencing buyer behavior, highlighting factors such as basic needs, convenience, replacement, scarcity, lower prices, value perception, brand recognition, and innovation. The analysis provides insights into how supermarkets can effectively target different customer segments and enhance their marketing efforts to drive sales. Desklib offers a variety of solved assignments and past papers for students.

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Contents
Marketing techniques used at a supermarket.............................................................................2
Categorisation of the buyers.......................................................................................................2
Difficult buyers..........................................................................................................................3
Role of motivation in selling items through buyers...................................................................3
References..................................................................................................................................5

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Marketing techniques used at a supermarket
The marketing techniques used on TV are a visual and auditory medium. The sounds of
television help advertisers attract to the target customers from the different segments at the
same time. The supermarkets make use of attractive visuals with the special effects. It
captures the attention of the customers through attractive sights. The supermarkets even make
use of the slogans in the advertisements which simply aware of the product offerings. The
advertisements on the TV have even benefit from sound. The word choice is reflected as
marketing techniques on TV. The motto and promises of the supermarkets are delivered by
the recognized faces like celebrities. The advertisements evaluate prospective disparity
(Vilaro, et al. 2017). The full attention is given to the customers through the auditory and
visual information at the same time.
The supermarkets can make use of the marketing techniques like a newsletter form can be
signed up where the organization can mail to the customers once per week. The emails can
include special offers. It also includes a video section where different employees can discuss
different products or departments. The marketing through the email helps in building a
community of loyal shoppers. Email marketing is most effective for the supermarkets as it is
a key to the overall customer experience and personalizes email marketing (Chaffey and
Ellis-Chadwick, 2019).
Categorization of the buyers
Thinking: The thinking buyers are logical in their own thinking. They immediately judge a
salesperson who overstates, cannot validate a claim; talk on and without making a certain
point.
Feeling: The feeling type of buyer responds emotionally to the appeal of a salesperson along
with the requiring facts. The feeling the buyer is not as cold and intended as the thinking
buyers.
Intuitive: The intuitive buyers consider that they have an extra sense and insight which
enables them to arrive at appropriate decisions more often. The other buyers are not gifted
with such kind of mental ability. The intuitive buyers are mainly interested in novel and
unusual. Once such buyers are clear they have the right to answer. They can make buying
decisions on an urgent basis and do not need to be convinced.

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Difficult buyers
Indecisive customer: The indecisive customers are not able to make a decision in spite of
asking several questions. The thing here to do is admit the indecision. It is evaded being
pushy. Such customers should be helped in making a decision by providing facts and possible
best solutions as per the requirements.
Highly critical customer: The critical customers are a great challenge for the buyers. Such
customers seem to know everything and are critical for organizations. Such customers are
advised to be patient and focussed. The organizations are required to use clear statements,
weave in new information, ideas about the product of which customers are being critical.
Aggressive customer: The aggressive customers are generally angry and their needs should
be listed above others. The organizations are required to stay calm with such customers and
no argument should be done with them. The organizations should avoid responding to
outburst of aggressive customers or arguments. A clear understanding should be shown to
aggressive customers. The alternative solutions should be looked for such customers.
Role of motivation in selling items through buyers
The buyer motivation is formed by the buyer’s recognition of incongruity between the actual
and desired situation. The outcome of incongruity is a need to change. The buyer motivation
is based on the circumstances. There are specific circumstances which motivate customers to
purchase the product, not product qualities. The functional, emotional and social magnitudes
of the job are the conditions which make customers buy. Such conditions can be
characterized and marketing can target products centered on the categories. The motivation
to buy can be either overt or latent. The motivations cause to make an investment in order to
exploit an opportunity.
The items listed on buyer motivation are:
Basic needs: The things in the bottom of Maslow’s hierarchy like food and shelter are the
motive to buy the things. These are basic needs (Teng and Lu, 2016).
Convenience: The purchases are made for increased comfort. It is the fastest method to get
things.

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Replacement: Sometimes the things are purchased because outdated things need to be
replaced.
Scarcity: Such things are considered something that may run out.
Lower prices: Something which is required earlier is now a lower price than before.
Great value: When the value exceeds than the prices of products than it motivates buyers to
purchase the product (Aschemann-Witzel, 2018).
Name recognition: The branding plays an important role in motivating buyers to purchase the
product.
Innovation: The latest and innovative products motivate customers to purchase the products.

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References
Aschemann-Witzel, J., 2018. Consumer perception and preference for suboptimal food under
the emerging practice of expiration date based pricing in supermarkets. Food Quality and
Preference, 63, pp.119-128.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Teng, C.C. and Lu, C.H., 2016. Organic food consumption in Taiwan: Motives, involvement,
and purchase intention under the moderating role of uncertainty. Appetite, 105, pp.95-105.
Vilaro, M.J., Barnett, T.E., Watson, A.M., Merten, J.W. and Mathews, A.E., 2017. Weekday
and weekend food advertising varies on children's television in the USA but persuasive
techniques and unhealthy items still dominate. Public Health, 142, pp.22-30.