Coles Australia: Coping with Polygamous Consumer Behavior Report

This report examines the challenges faced by Coles Supermarkets Australia due to the polygamous behavior of its customers, where consumers engage with multiple competitors simultaneously. The study identifies the factors influencing this behavior, such as price sensitivity and brand preferences, and analyzes its impact on Coles' revenue and market share. The research explores solutions like reducing marketing costs, transaction costs, and customer acquisition costs, while also emphasizing the importance of increasing cross-selling, word-of-mouth referrals, and customer loyalty programs. The report presents a conceptual framework centered on customer loyalty, incorporating elements like familiarity, satisfaction, trust, and attitude towards the brand. Through this framework, the report aims to provide actionable strategies for Coles to enhance customer retention, increase profitability, and maintain a competitive edge in the Australian retail market. The study employs both quantitative and qualitative approaches, including surveys and data analysis, to assess the effectiveness of various strategies and their impact on customer behavior.