Market Research for Retail & Distribution - myassignmenthelp

Question: Discuss about theMarket Research for Retail Distribution Management. Answer: Introduction Consumer behaviour and consumer buying decisions have a key role to play in any business organization. Children and their responses to the sale promotions have a major impact on the buying decisions of the parents, thus altering the familys consumer behaviour. This assignment highlights the findings from the given article and analyses how these findings could be used successfully in one of the major brands of Sydney, namely Coles. Discussion According to the article by (Boland et al. 2012), children have a key role to play in influencing the purchase behavior of their parents and the family. The various sales promotions such as the buy one-get one (BOGO) offer are often a lucrative one for the children. They often claim that since the items are on sale, hence they should indulge in buying the items. As children tend to learn the daily life terminologies, it has been observed that they tend to develop idea regarding the sales and pricing of various items (Charry and Demoulin 2014). Children of age 5-12 years, accompanying their parents in any shopping session, have the power of influencing the purchase decision of their parents (Boland et al. 2012). As a marketing manager of Coles, it is important to ensure that promotional activities that are attractive to the children be incorporated in Coles. This will have a significant influence on the purchase decisions of the consumers. Incorporation of the promotional offers such as BOGO offer, or high discounts on the products of the interest of children is useful for affecting the purchase behavior (Boland et al. 2012). The childrens buying power is strong along with the persuasive power to persuade their parents to buy a particular product (Charry and Demoulin 2014). However, the powers of the children have often being ignored in context of influencing the purchase decisions. The findings of the article by Boland et al. 2012, highlights that most of the children prefer to persuade their parents to buy the products that is on sale. Moreover, the awareness about the percentage of sale given on each item is also a determining factor for the purchase decision of the children (Williams et al. 2013). Thus, in Coles, it is important to ensure that items such as stationeries, chocolates, beverages for children, chips and biscuits need to be given on discounts or sale (Matthes and Naderer 2015). Moreover, in order to ensure the launch and sale of a new product, discounts and promotions will attract the children, thus influencing the buying decisions of their parents. The perceived value of the various products, among the children is high and they are well aware of the discounts, sales as well as promotions. Conclusion The children have a major power to influence the buying decisions of their parents and family. Moreover, they are well-aware of the discounts and promotions that are given in the stores, while they go for shopping with their parents. Thus, it is essential that the top brands of Sydney, such as Coles, use this power in the children to enhance their business and sales. References Boland, W.A., Connell, P.M. and Erickson, L.M., 2012. Children's response to sales promotions and their impact on purchase behavior. Journal of Consumer Psychology, 22(2), pp.272-279. Charry, K. and Demoulin, N.T., 2014. Childrens response to co-branded products: the facilitating role of fit. International Journal of Retail Distribution Management, 42(11/12), pp.1032-1052 Matthes, J. and Naderer, B., 2015. Children's consumption behavior in response to food product placements in movies. Journal of Consumer Behaviour, 14(2), pp.127-136. Williams, J., Ashill, N. and Thirkell, P., 2016. How is value perceived by children?. Journal of Business Research, 69(12), pp.5875-5885