Description Générale Du Supermarket Environement in Centralia

Superior Supermarket :

Description générale du supermarket environement in Centralia.

Market :

• Primary trade area in Scott County (Missouri)
• 20 establishment selling food and beverages
• Total retail sales in 2002 : $725 million

• Food & beverages stores sales : $63.2 million
• Growth in 2002 : +4.6% compared to 2001

• Total population : 41 000 inhabitants (13 500 households)
• Median age : 35 year old
• Median household income $ 36 000
• High level of education with 80% of residents who went to high schools

Centralia superior supermarket’s trends:

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-The Superior Supermarket did not meet their planned sales goals in 2002 with -1% in sales

-Sales in revenues in 2002 and especially during heavy period sales were lower than in 2001

-Sales were already down 3% in the first quarter of 2003

“On ne peut pas continuer comme ça, il faut être plus en harmonie avec le marché. Doit on se tourner vers une baisse des prix? Doit on le faire sur tous les produits ou une selection de produit et de combien sera le % de baisse de prix?”

• (Si pas baisse suffisante et pas dans un endroit significatif: donc le conso peut ne pas se render compte de la baisse de prix, ce qui n’améliore pas notre situation)
• Si la baisse des prix est trop importante nous risquons une “price war” avec les competitors, ce que nous voulons pas

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Insérer avec les données en valeur

Customers’ perception of the supermarket environment

A survey was conducted in order to determine the most important criteria when choosing a store. Out of the 12 criteria we selected the four most important ones.

1 – Price

Price has become the most important criteria as of late. Customers don’t merely look for quality but also for bargain.

2 – Meat

Meat is the second criterium. It is a double criterium since customers are attracted not only to quality but to variety as well. The way the meat is displayed also plays an important part to the customers: the display ought to be neat and promotion mindfully carried out to appeal to the customer. If the meat were too cheap to the customer’s perception, he might think it’s low quality.

3 – Vegetable and fruits

Fresh produce also need to combine quality and variety. Same as meat for the display in order to best showcase the quality of the products.

The quality of meat and Produce is linked with the store image and vice versa.

4 – Convenience:

It is the fourth most important attribute for a store. Convenience encompasses the practicality of the store outside and inside of it. I.e. outside: accessibility, easy exits, available parking space, proximity to workplace or home. Then, the store itself must feel welcoming: speed at check-out counters, service, neat and stocked aisles and a helpful staff.