Buying Behavior In The Mauritian Supermarkets Marketing Essay

Buying Behavior In The Mauritian Supermarkets Marketing Essay To identify the different types of sales promotion used on the Mauritian supermarkets/hypermarkets. To analyze the awareness of sales promotion among the Mauritian consumers. To evaluate the different types of buying behavior that arises due to sales promotion. To examine the impact of different types of sales promotion such as coupon, free sample, buy-one-get-one-free, bonus pack, price discount on the buying behavior of consumers in the Mauritian supermarkets. 2.0 Introduction This chapter provides a review of past literatures on sales promotion and the different types of sales promotion, such as coupons, free sample, buy-one-get-one-free, bonus pack and price discount. It also relates consumer response towards sales promotional tools in the Mauritian supermarkets. 2.1 Sales promotion defined Sales promotion is a direct inducement or incentive to the sales force, the distributor or the consumer with the primary objective of creating an immediate sale. (Schultz and Robinson, 1882). Quelch (1989) defines sales promotion as temporary incentives targeted at the trade (trade promotions), or at end consumers (consumers promotions). Sales promotion is one of the four ingredients of the promotion mix. The other three are personal selling, publicity and advertising. According to Quelch, sales promotions differ both in role and nature from advertising. Sales promotions are typically viewed as an easily executed means of boosting short-term sales whereas advertising is seen as building brand image. Shimp (2003) stated that sales promotion refers to any incentive used by a manufacturer to induce the trade (wholesalers, retailers, or other channel members) and consumers to buy a brand and to encourage the sales force to aggressively sell it. Retailers also use promotional incentives to encourage desired behaviors from consumers. Sales promotion is more short-term oriented and capable of influencing behavior. The objectives of any promotional strategy are to increase sales; maintain or improve market share; create or improve brand recognition; create a favorable climate for future sales; inform and educate the market; create a competitive advantage, relative to competitors products or market position; improve promotional efficiency. (Rowley, 1998). 2.2 Types of sales promotion According to Smith (1998), there are three main categories of sales promotion: Customer promotions (Premiums, gifts and prizes) Trade promotions (Special terms, point-of-sale materials and free pens, diaries, and competitive prizes among others) Sales force promotions (Incentive and motivation schemes) Tellis (1998) brings further that, in practice, there two types of sales promotion: Monetary and Non-monetary sales promotions. Monetary promotions are for example, shelf-price discounts, coupons and sampling. They tend to provide fairly immediate rewards to the consumer and they are transactional in character. On the other hand, non-monetary sales promotions include free gifts, contests and sweepstakes for instance. It tends to involve delayed rewards and are more relationship-based. 2.3 Supermarkets and Hypermarkets defined A supermarket is relatively large, low cost, low margin, high-volume self service operation design to serve the consumers general needs for food, laundry and household maintenance products (Kotler and Armstrong, 2001). The area covered by a supermarket can be about 400 2500 square meters. Examples of supermarkets in Mauritius are Winners, Spar, Way and Dream Price, Value Max and Lolo supermarket among others. Hypermarkets are larger than supermarkets and offer a large assortment of routinely purchased food products, non-food items and services which meet the consumers total need. Hypermarkets can have at least 50,000 square feet of selling and can handle more than 40,000 products. These outlets are usually located on the outskirt of towns or cities and are complemented with 30 to 50 shops, specialized in various product lines. The hypermarkets and combination of shops thus offer customers a one-stop shopping. For instance in Mauritius, Shoprite, Jumbo, Super U and Intermart are categorized as hypermarkets. 2.4 Supermarkets and Hypermarkets of Mauritius It is no doubt that during the past decades considerable changes have been occurring in the Mauritian retail market. Unprecedented growth in new retail formats, changes in competition, consumers, technology and takeovers are occurring throughout virtually every corner of the Mauritian retail industry and many types of retail institutions have been appearing from corner shops to hypermarkets. There have been major developments in the retail sector of Mauritius. For instance, the arrival of Dream Price, Value Max and Lolo supermarket in different location of Mauritius have intensify the level of competition. 2.5 Consumer response towards sales promotions Promotions arouse two reactions in people. Firstly, it is an increase in consumption, that is, more quantity of a product is acquired. Secondly, it is the storage of the product for the future, that is, the consumer acts in anticipating his purchases. Promotions have been shown to affect consumers directly in a variety of ways, leading to: Brand switching Brand loyalty Purchase acceleration Stockpiling Product trial 2.5.1 Brand switching According to Gupta (1993), it is possible that consumers who do not buy a brand will want to acquire it because they are attracted by the sales promotion. But, Brandweek (1994) found that some people who change brand due to a promotion, change back to their favourite brand due to a promotion change back to their favourite brand when buying that category of product later. 2.5.2 Brand loyalty Brand loyalty is an important concept in understanding consumer buying behavior. It is a deeply held commitment to re-buy or re-patronise a preferred product/service consistently in the future, thereby causing repetitive same brand purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior (Oliver, 1999) 2.5.3 Purchase acceleration Two aspects of purchase acceleration should be considered: Increased quantity and Decreased interpurchase time (Neslin, Quelich, Henderson 1982). However, there is a very important question on how these two aspects will influence each other due to the stockpiling effect. Purchase acceleration is predominantly exhibited in increased purchase quantities rather than shortened interpurchase time (Gupta, 1988) 2.5.4 Stockpiling Research has found that promotions have a negative effect on brand equity (Jedidi et al., 1999), increase variability and volatility in sales and thus increase inventory management problems, increase consumer price sensitivity which leads to increased purchases made on deals, and produce stockpiling behavior (buying in all volumes that decreases long-term sales volume). 2.5.5 Product trial Peter and Olson (1996) put forward that trial ability refers to the degree to which a product can be tried on a limited basis or divided into small quantities for an inexpensive trial. Banks (2003) wrote that with sales promotion, brands have a chance to quickly affect consumer choice and behavior by adding value through an on-pack offer, by achieving incremental display or by encouraging trial via sampling and/or coupons. According to the trial and repeat model mentioned by Thomas (1993), it is generally assumed that of all potential buyers in a given time period, only those who are aware of the new product could potentially try it (trial), and only those who try it could potentially buy it again (repeat). 2.6 Sales promotional tools 2.6.1 Coupons Coupons are easily understood by the consumer and highly useful for trial purchase (Cook, 2003). According to Blackwell et al. (2001), a manufacturer might utilize coupon incentives to encourage consumers to try a new flavored product at a discounted price, instead of buying the same flavor they normally do at full price. Cheong (1993) found that supermarket coupons increase the number of items bought without increasing the total amount spent. 2.6.2 Price reduction It is well-known that price reduction produces a short-term volume gain for the brand being promoted. After studying the effects of price reduction on the sales of 25 products in four countries, Ehrenberg et al. (1994) determined that short-term peaks in sales were due primarily t purchases made by occasional users of a brand rather than by new customers. Also, after taking advantage of the price reduction, consumers mostly return to their favorite brands in their portfolio rather than buy the promoted brand at full price. 2.6.3 Free sample Free sample is another important promotional tool often used by marketers. Marketers often mail free samples of products to consumers so that they can try the products for themselves, rather than just hear about the products (Kardes, 1999). But, Gilbert and Jackaria (2002) found that a free sample as a promotional tool often had no significance on consumers reported buying behavior. 2.6.4Bonus pack and Buy-one-get-one-free Lee (1963) mentioned that factory bonus pack is used to increase consumer trial of the brand. Since more of the product is included at no extra cost, consumers can be persuaded to buy the product if they feel it represents a deal that produces the greatest value for their money. According to Gilbert and Jackaria (2002), packs with Buy-one-get-one-free may not increase brand awareness before trial purchase because the customer will only come across the product once in the store (unlike samples or coupons), however, it the promotion is noticeable, it will facilitate brand recognition and brand recall for future purchases. Since an additional amount is given for free, consumers may be persuaded to buy the product if they feel it represents a fair deal that provides value for money. 2.6.5 In-store display In-store display is the product featuring and display in-store (Pramataris, 2001). Display promotions could be an important part of an integrated marketing communication programme. Good display material leads to better attention, especially for brands driven by recognition awareness. Percy et al. (2001) advised that display must be consistent with consumer promotion and advertising, eith the same look and feel, in order to increase recognition at the point of purchase. 2.7 Summary Due to high profitability, many retail outlets have entered the retail industry in Mauritius. The arrival of supermarkets and hypermarkets seems to continue to emerge and exist, but they are however facing greater competition. Distance is no more a problem in Mauritius since many people have their own transport facility and the local transport service is as well more efficient as compared to long ago. One main analysis in the literature is that little research has been carried out on the marketing tools in Mauritius. As such, this provides room for a thorough research to be carried out on several types of sales promotional tools adopted in our supermarkets/hypermarkets; and the responded behavior of the consumers towards the tools utilized.

Dramatic irony Essay

Chapter 18/19 is a link between the first stage of Pips ‘Great Expectations’ and the third stage. Pip is in the 4th year of Pip’s apprenticeship to Joe. A stranger unexpectedly approaches with bullying legal manners. The stranger is Jaggers, a London Lawyer, who announces that Pip has inherited ‘great expectations’ and therefore great fortune from a mysterious benefactor. He will now have to leave the forge and be educated as a gentleman. Pip is warned that the terms of the contract. He must not seek to know the name of the benefactor, and must also keep his nickname of ‘Pip’. This reminds us that there will be continuity between the apprentice and the gentleman. Due to circumstantial evidence Pip assumes, and is convinced that Miss Havisham is his benefactor. (Miss Havisham is a wealthy spinster, turned fanatical and cruel, after being jilted on her wedding day. He spent many childhood days at her house-Satis house to play with Pip’s ‘love’, Estella, her adopted daughter-regardless of being made bitter hearted by Havisham). He remembers seeing Jaggers at Satis house and notes that his tutor to be Matthew Pocket. It is best if she is his benefactor as they are ‘related’. This is the only way he can be a ‘real’ gentleman. However, Jaggers warns us that we have no authority for this opinion. Joe refuses to accept compensation for the loss of his apprentice, Pip. He exclaims â€Å"Pip is that hearty welcome†¦to go free with his services, to honour, and fortun’ as no words can tell him. But if you think money can compensate to me for the loss of the little child-what come to the forge-and ever the best of friends! – -â€Å"This tells us that Pip’s happiness and wellbeing is genuinely important to Joe, he has no qualms about the ‘greater opportunities’ that Pip can gain. Not only are they relatives, on a more sincere level, they are good friends too. Pip is very happy about the fact that he is going to finally be able to follow his ambitions of becoming a gentleman. Before he goes he notices something, â€Å"I saw Joe†¦he never smoked so late, and it seemed to hint to me that he wanted comforting, for some reason or another†. His recognition is hindered by the reason that he can not understand how much Joe cares about him, or why he is even sad, this signifies a further crack in their relationship. Pip resents the touch of sadness in the congratulations of Joe and Biddy. As he goes to bed, he is surprised that his good fortune makes him feel considerably lonely, â€Å"lost in the mazes of my future fortunes†¦ could not trace the paths we had trodden together†. A key emotion that deepens is illustrated. On Pip taking a last walk on the marshes, he dismisses the memory of the convict-thinking that he will never see him again, after all these years. He already starts acting like a snob, planning generous disdain towards the villagers. He even asks Biddy (Joe’s wife after the death of Mrs Joe) to improve Joe’s manners in order to fit him for a ‘higher sphere’. When Biddy answers that Joe has his own pride, Pip accuses her of envy. Pip’s snobbish demeanour results in his refusal to be seen with Joe, despite Joe being a continuous, stable and almost father like, loving figure to him. Pip leaves for London alone, but is seized with remorse on the coach † So subdued I was by those tears..I deliberated with an aching heart.† The reader has little sympathetic approach to see him feeling terrible. Joe and Biddy’s dignity contrasts with the behaviour of everyone else. Everyone else contains hopes to use Pip’s fortune for their own ends; demonstrations of artificial kindness/warmth towards him are made. Dickens lets us know that there are many people around who are quite selfishly on the pursuit for filling their own short comings, but there are also some people who aren’t. Lower class people are depicted ‘truly loving’. The last phrase in this chapter creates a stepping stone for the climax of the story. â€Å"The world lay spread before me†. This indicates that Pip is losing his innocence and is about to enter a world of sin. Pip’s division of mind’, is illustrated by rapid changes in mood; elation to resentment (‘I feel offended’) and condescension (‘handsomely forgiving her’). We are bought about to a sense that things may end with wistfulness and loneliness for Pip. In chapter 39 the narrative shows that Pip isn’t completely happy about the way his life has turned out.† I was alone and had the dull sense of being alone†. This shows that Pip’s pursuit of his ‘great expectations’ has led him to great loneliness. Pip is ‘dispirited and anxious’, he is still ‘long hoping’, and ‘long disappointed’. This suggests that he has some issues about what he has happened. Even though he has got the big opportunity to become a gentleman, his life still feels like there is a missing element, which he has been yearning for, for a long time-shown by the repetition of the word ‘long’, this could be love. The scene is set on a particularly ‘ferocious’, ‘gloomy’ stormy night. The weather is very unsettled. â€Å"It was wretched weather; stormy and wet; mud, mud, mud, deep in all the streets. Day after day†¦Ã¢â‚¬ Dickens uses repetition to emphasize the significance and effects of Magwitch’s resurface. Irony plays a major role here, compellingly helping to set the mood of the scene. Stormy weather/atmosphere is used to convey an artifice of uncertainty embarking around Pip, connecting first chapter. Pip’s feelings are expressed, throwing us back to the graveyard scene. Dramatic irony is finely tuned here preparing us for Magwitch’s much anticipated return. The lights have gone out, due to the bad weather. Dramatically this shows that Magwitch has arrived, and ironically he is about to ‘blow out the light of Pips life’-being a gentleman. Magwitch has come to meet Pip, he represents the voice from the ‘darkness beneath’ coming up. Pip can’t see Magwitch properly, and so does not know that it is him. The expression on the mysterious visitors face both puzzles and annoys Pip, he feels unsure about the person, but the man gives off the impression that he is happy to have met him.† In the instant I had seen a face that was strange to me, looking up with an incomprehensible air of being touched and pleased by the sight of me†. Pip resents the ‘bright and gratified recognition that still shone on his (strangers’) face†, he is weary of the ‘stranger’. He doesn’t want to respond to him and he shows this by inhospitably asking him questions, he thinks that he doesn’t know who he is. The description of ‘the strangers’ appearance is an indication from Dickens that shows that ironically this is Magwitch. Magwitch looks ‘substantially dressed, but roughly’, showing that although he has made a great deal of money, his old habits/ status have still stayed with him, his look ‘voyager by the sea’ indicates that this man has travelled far to get here, Magwitch came from Australia, where he was last taken. He is muscular, in particular ‘strong on his legs’, shows that he could runaway quite easily in spite of his age. Magwitch is ‘browned and hardened’ as a result of exposure to harsh weather and labour. His hair is ‘iron grey’; like irons that convicts would wear to prevent them from escaping. Dickens is trying to relate Magwitch to the realities of crime, to show Pip and both the reader that it was near impossible to shake of the image of crime, even if you had made a large fortune to show as well, at the time. The man’s actions are a clue that he is in fact Magwitch. He continually holds out both of Pip’s hands, which Pip ‘reluctantly gives’, ‘grasping them heartily’ and kisses them. This shows a relationship between them, although a large number of years since contact have passed. The narrative shows Pip’s reaction to be ‘a stupid kind of amazement’ towards the stranger holding out his hands to him. Pip is ‘half suspecting him to be mad’, and ‘wished him gone’, which shows the lack of affection that Pip feels towards a man who clearly shows him some. Dickens is carefully dripping in the truth for added affect. The dialogue explains how Pip recognises the ‘stranger’, (shaking his head with deliberate affection): â€Å"You’re a game one’†¦I’m glad you’ve grown up, a game one! But don’t catch hold of me. You’d be sorry afterwards to have done it†. Magwitch tells Pip that he shouldn’t try to stop him, last time Pip almost got into trouble for helping him. Magwitch just wants to meet Pip and then he will leave. The audience knows that the ‘stranger’ is Magwitch, where up until now Pip doesn’t. The dialogue and narrative proves, to everyone, that the man is Magwitch. He reveals news about his life in Australia. He lets us know how he made his fortune, through land and stock, especially the tough agricultural industry. He has been a stock farmer, a sheep farmer and ‘other trades beside’. Magwitch reveals, by hints, that he is Pip’s benefactor. He coyly pretends to ‘guess’ important facts about Pip and his coming of fortunes. â€Å"†¦income since you come of age†¦first figure, now. Five†¦ there ought to have been some guardian (while he was a minor) †¦the first letter of that lawyer’s name, now. Would it be J?† Pips’ reaction to the news comes as a blow to him; the moment of truth of his position is powerfully portrayed through the language, narrative, and description. â€Å"†¦its disappointments, dangers, disgraces, consequences of all kinds rushed in such multitude that I was borne down †¦ struggle to breath†. The effective use of descriptive alliteration and long sentence structure vividly highlights Pips overwhelming flight of emotions that come ‘flashing down’ upon him. He is especially disgusted as his hopes of being a gentleman have come crashing down, almost like a feeling reflected by the weather, ‘a vast heavy veil driving over’ him. His distress is exemplified by the fact that he deserted his loyal friend Joe for the life that the convict Magwitch has given.

The Theory Of Infantile Sexuality - 1233 Words

Although modern society disregards the theory of infantile sexuality and its relationship to neurotic personality types, closer examination shows that a direct correlation exists. Freud’s five stages of infantile sexuality prove their significant impact on the eventual maturation of what is regarded as adult psychosexual behaviors. Freud categorizes the stages of infantile sexuality as follows; oral, anal, phallic, latency and genital. Each stage is represented by certain developmental behaviors, which are innate in all normal functioning children. The complete transition of the libido from one stage to the next is necessary to avoid fixation on a specific erogenous zone. Society’s lack of attention to these stages of adolescent sexuality†¦show more content†¦I. The Five Stages of Infantile Sexuality The initial encounter with sensual behavior brings forth the first leap into psychosexual behaviors of the oral stage. This action is initiated by the infant’s earliest pleasurable experience, nursing. The unavoidable drive of the libido is drawn into the only sensation of pleasure to the infant’s knowledge, the stimulation of the oral cavity. In this sense the libido is concerned with the direction an individual focuses their energy. The total satisfaction received the first time the infant nurses is what prompts the oral stage. From the initial contact with a mother’s breast, a child desires to recreate that same stimulation. This feeling is the unconscious drive along the journey of psychosexual development. At this age everything the infant does is dependent on caregivers. There is no sense of independence. When teeth are formed, caregivers begin weening the infant away from relying on nursing as its form of sustenance. The forceful way the authoritative fig ures introduce autonomy creates conflict. The libido does not willingly detach from the oral fixation, and total dependent state. Once the primary form of stimulation is no longer available the child substitutes it for whatever is nearest to him. This accounts for why babies enjoy putting objects into their mouths; bottles, pacifiers, fingers, toes, and keys. Because the sense of â€Å"ego† has not come into play, there is no desire

Grumman F4F Wildcat - World War II

The Grumman F4F Wildcat was a fighter used by the US Navy during the early years of World War II. Entering service in 1940, the aircraft first saw combat with the Royal Navy which used the type under the name Martlet. With the American entry into the conflict in 1941, the F4F was the only fighter in use by the US Navy capable of effectively dealing with the famed Mitsubishi A6M Zero. Though the Wildcat lacked the Japanese aircrafts maneuverability, it possessed greater durability and through the employment of special tactics achieved a positive kill ratio. As the war progressed, the Wildcat was supplanted by the newer, more powerful Grumman F6F Hellcat and Vought F4U Corsair. Despite this, upgraded versions of the F4F remained in use on escort carriers and in secondary roles. Though less celebrated than the Hellcat and Corsair, the Wildcat played a critical role during the early years of the conflict and participated in the pivotal victories at Midway and Guadalcanal. Design Development In 1935, the US Navy issued a call for a new fighter to replace its fleet of Grumman F3F biplanes. Responding, Grumman initially developed another biplane, the XF4F-1 which was an enhancement of the F3F line. Comparing the XF4F-1 with the Brewster XF2A-1, the Navy elected to move forward with the latter, but asked Grumman to rework their design. Returning to the drawing board, Grummans engineers completely redesigned the aircraft (XF4F-2), transforming it into a monoplane featuring large wings for greater lift and a higher speed than the Brewster. Grumman XF4F-3 Wildcat prototype during flight testing, circa April 1939.   US Naval History and Heritage Command Despite these changes, the Navy decided to move forward with the Brewster after a fly-off at Anacostia in 1938. Working on their own, Grumman continued to modify the design. Adding the more powerful Pratt Whitney R-1830-76 Twin Wasp engine, expanding the wing size, and modifying the tailplane, the new XF4F-3 proved capable of 335 mph. As the XF4F-3 greatly surpassed the Brewster in terms of performance, the Navy granted a contract to Grumman to move the new fighter into production with 78 aircraft ordered in August 1939. F4F Wildcat - Specifications (F4F-4) GeneralLength: 28 ft. 9 in.Wingspan: 38 ft.Height: 9 ft. 2.5 in.Wing Area: 260 sq. ft.Empty Weight: 5,760 lbs.Loaded Weight: 7,950 lbs.Crew: 1PerformancePower Plant: 1 Ãâ€" Pratt Whitney R-1830-86 double-row radial engine, 1,200 hpRange: 770 milesMax Speed: 320 mphCeiling: 39,500 ft.ArmamentGuns: 6 x 0.50 in. M2 Browning machine gunsBombs: 2 Ãâ€" 100 lb bombs and/or 2 Ãâ€" 58 gallon drop tanks Introduction Entering service with VF-7 and VF-41 in December 1940, the F4F-3 was equipped with four .50 cal. machine guns mounted in its wings. While production continued for the US Navy, Grumman offered a Wright R-1820 Cyclone 9-powered variant of the fighter for export. Ordered by the French, these aircraft were not complete by the fall of France in mid-1940. As a result, the order was taken over by the British who used the aircraft in the Fleet Air Arm under the name Martlet. Thus it was a Martlet that scored the types first combat kill when one downed a German Junkers Ju 88 bomber over Scapa Flow on December 25, 1940. Improvements Learning from British experiences with the F4F-3, Grumman began introducing a series of changes to the aircraft including folding wings, six machine guns, improved armor, and self-sealing fuel tanks. While these improvements slightly hampered the new F4F-4s performance, they improved pilot survivability and increased the number that could be carried aboard American aircraft carriers. Deliveries of the Dash Four began in November 1941. A month earlier, the fighter officially received the name Wildcat. War in the Pacific At the time of the Japanese attack on Pearl Harbor, the US Navy and Marine Corps possessed 131 Wildcats in eleven squadrons. The aircraft quickly came to prominence during the Battle of Wake Island (December 8-23, 1941), when four USMC Wildcats played a key role in the heroic defense of the island. During the next year, the fighter provided defensive cover for American planes and ships during the strategic victory at the Battle of the Coral Sea and the decisive triumph at the Battle of Midway. In addition to carrier use, the Wildcat was an important contributor to Allied success in the Guadalcanal Campaign. F4F-4 Wildcat fighters at Henderson Field, Guadalcanal, Solomon Islands on 14 April 1943. US Naval History and Heritage Command Though not as nimble as its main Japanese opponent, the Mitsubishi A6M Zero, the Wildcat quickly earned a reputation for its ruggedness and ability to withstand shocking amounts of damage while still remaining airborne. Learning quickly, American pilots developed tactics to deal with the Zero which utilized the Wildcats high service ceiling, greater ability to power dive, and heavy armament. Group tactics were also devised, such as the Thach Weave which allowed Wildcat formations to counter a diving attack by Japanese aircraft. Phased Out In mid-1942, Grumman ended Wildcat production in order to focus on its new fighter, the F6F Hellcat. As a result, manufacture of the Wildcat was passed to General Motors. GM built Wildcats received the designation FM-1 and FM-2. Though the fighter was supplanted by the F6F and F4U Corsair on most American fast carriers by mid-1943, its small size made it ideal for use aboard escort carriers. This allowed the fighter to remain in both American and British service through the end of the war. Production ended in fall 1945, with a total of 7,885 aircraft built. FM-2 Wildcat fighters from the escort carrier USS White Plains (CVE-66) fly an escort mission, June 24, 1944. US Naval History and Heritage Command   While the F4F Wildcat often receives less notoriety than its later cousins and possessed a less-favorable kill-ratio, it is important to note that the aircraft bore the brunt of the fighting during the critical early campaigns in the Pacific when Japanese air power was at its peak. Among the notable American pilots who flew the Wildcat were Jimmy Thach, Joseph Foss, E. Scott McCuskey, and Edward Butch OHare.