Shopper Trends Case Study Analysis

Cheryl Ng Xin Yi

A0143961A

Case- Shopper Trends

Analysis

Sheng Siong

Store Equity: 1.1 to 1.5 from 2005 to 2006. This shows that Sheng Siong is having rapid growth in brand loyalty.

Demographic Profile: Strong in Malays (14%), Weak in Chinese (69%), Strong in Blue Collar workers (23%), weak in PMEBs (25%), Strong in Married (84%), Strong in low to middle income (17% and 57% respectively)

Loyalty Pyramid: High percentage of aware and trial, but going up the funnel it decreases

Perception on lowest price: High

Shop n Save

Store Equity: 1.0 to 0.9 from 2005 to 2006. Shows a decreasing trend and it is not optimistic.

Demographic Profile: Strong in Chinese (69%), Weak in Malays (14%), Strong in Married (84%), Strong in middle income (57%)

Loyalty: Very high percentage of awareness and trial, but decreases drastically going up the funnel

Perception on lowest price: Fairly low, but top 4

FairPrice

Store Equity: 5.3 to 5.2 from 2005 to 2006. Shows that brand loyalty is very strong and that FairPrice is the dominant player in this market.

Demographic Profile: Not particularly strong or weak in any segments

Loyalty Pyramid: Shows a very encouraging trend with 59% of respondents as recommenders, and 100% of respondents as aware

Perception on lowest price: Dominant and high

Recommendations

Sheng Siong

Capitalize on lowest price branding

The lowest price seems to be what consumers are actively looking for, so with such a positioning Sheng Siong can strive to emphasize it.

Room for more brand awareness

Not everyone knows about Sheng Siong yet, they can increase spend on promotional activities