Marketing Report: Woolworths Consumer Behavior and New Products

This report examines consumer behavior within the context of Woolworths, a major Australian supermarket chain. It analyzes the impact of word-of-mouth marketing, driven by increased social media usage and consumer sharing of purchasing habits. The report references studies on the effect of social density on word of mouth and discusses Woolworths' new product launches in 2019, including sustainable dairy initiatives, a free supplier application, grocery delivery services, and a stand-alone media business. Recommendations are provided, emphasizing online and social media promotion, word-of-mouth engagement, and the enhancement of grocery delivery services. The report aims to provide a comprehensive understanding of marketing strategies and consumer behavior in the retail sector.

Running head: MARKETING
Marketing Consumer Behavior
Name of the student
Name of the university
Author Note:

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Table of Contents
Empirical Studies and Findings.......................................................................................................3
Background of Woolworths.............................................................................................................3
New Products of 2019.....................................................................................................................3
Recommendations............................................................................................................................4
References........................................................................................................................................5

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Empirical Studies and Findings
The development of the different kinds of new and advanced technologies has been the
main reason for the increase in the amount of the word of mouth. The Word of Mouth generally
occurs in the places where the sharer is surrounded by others. Consumers have developed a new
trend of posting their daily sales pattern and displaying the items that they have just bought. This
kind of activities is the main reason behind the creation of a buzz. The research by Consiglio, De
Angelis & Costabile (2018) thoroughly studies the effect of crowdedness on the likelihood of
any kind of matter related to the share of the information. The people who are thought to be in
less crowed places are less in control of them. When individuals perceive that their personal
control is threatened, they are likely to engage in behaviors aimed at restoring it Consiglio, De
Angelis & Costabile (2018), and engaging in WOM may be one means for individuals to
reaffirm their sense of control.
Background of Woolworths
Woolworths Supermarkets is an Australian based Supermarket store chain.
Headquartered in New South Wales of Australia, the company has been in the market for close
to 100 years. It is the largest such store in Australia and one of the largest such stores around the
globe.
New Products of 2019
Different kinds of products have been launched by Woolworths in 2019 (Phillipov,
2019). Some of the exclusive products for Woolworths in 2019 season are as follows;
a. Sustainable Dairy initiatives

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b. Launch of free supplier application
c. Grocery Delivery Services at home
d. Stand Alone Media Business
Recommendations
Some of the major recommendations for Woolworths are as follows;
a. More stress on online and social media promotion
b. Word of Mouth engagement can be one of the best such strategies for Woolworths
c. Grocery Delivery services can be made online to ensure success

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References
(2019). Retrieved from http://www.acrwebsite.org/volumes/v43/acr_vol43_1019610.pdf
Consiglio, I., De Angelis, M., & Costabile, M. (2018). The Effect of Social Density on Word of
Mouth. Journal of Consumer Research, 45(3), 511-528.
MediaWoolworthsGroup.(2019).Retrievedfromhttps://www.woolworthsgroup.com.au/page/
media
Phillipov, M. (2019). Supermarkets, television cooking shows, and integrated advertising: New
approaches to strategic marketing and consumer engagement. In Case Studies in
Food Retailing and Distribution (pp. 255-265). Woodhead Publishing.
van Ryn, L. (2019). Michelle Phillipov: Media and food industries: the new politics of
food. Agriculture and Human Values, 1-2.