DAVID JONES FOOD

CONSUMER BEHAVIOUR
MARKETING HANDBOOK
Alice Petre 12554426, Hayley Bellchambers 12746069,
Julian Luciano 12403123, Massimiliano Santinoli
1221404, Natalia Schlesinger Baranek 12078390, Tyler
van der Veer 12559807, Yamato Toda 12919801
PAGE OF CONTACT

03 MARKETING PROBLEM

09 RECOMMENDATIONS
04 CB ISSUES & ANALYSIS

10 CONSLUSION
05 CB ISSUES & ANALYSIS

11 REFERENCE LIST
06 CB ISSUES & ANALYSIS

07 CB ISSUES & ANALYSIS

08 RECOMMENDATIONS

2 Brochure Design
Target Market
Pieter de Wet, David Jones’ executive for food,
stated that the Food extension is ‘targeting the
same customers who shop at David Jones for
their clothes: the top end of the market’ (Mc-
Cauley 2017). These consumers are between
the age of 40-55, with an upwardly mobile
medium-to-high income and are quality con-
scious, irrespective of price. They live in high
socio-economic areas, which dictates the lo-
cation of the gourmet food stores, and are
strongly influenced by social status and peer
groups. David Jones aims to target to this seg-
ment by promoting exceptional customer ser-
vice, evoking high-end in-store experiences
and providing high-quality products.
Marketing Problem
David Jones’ Food extension pro-
1 poses many interrelated challeng-
es, highlighted through the demise
of similar retailer, Thomas Dux, that
inhibit customer acquisition, reten-
tion and overall revenue growth
and profitability. The ability to raise
initial awareness of new offerings
in the market is the first challenge
due to the loyal nature of the target
market. Habitual buying behaviours
and strong brand involvement at
established gourmet grocery stores,
like Harris Farm, makes shifting pre-
conceived biases difficult.
2 After awareness is established, the
consumer’s low MAO nature means
that motivating need recognition
to drives consumers to David Jones
is difficult. Therefore, motivation
drivers must be utilised along with
external influence, like ease of ac-
cessibility, to catalyse transaction
growth. This ideally leads to custom-
er trial, shifting focus to successfully
satisfying the consumers standards
of quality, service and style in store,
especially since price based tactics
are ineffective for the quality con-
scious target (Taylor 2002).
Brochure Design
3 Once consumers are in store, Da-
vid Jones are also challenged with
customer acquisition and reten-
tion, highlighting the importance of
forming strong customer relation-
ships. This influences perception
and loyalty, which is difficult to at-
tain because of existing purchase
habits with competitors. It requires
the use of environmental and be-
havioural cues to establish David
Jones’ legitimacy as a gourmet gro-
cer and develop a competitive ad-
vantage (Verplanken & Wood 2006).
4 Lastly, the substantial problem of
repeat purchasing arises. This can
be addressed by influencing con-
sumers attitudes, endeavouring to
make David Jones Food a regular
place to shop, rather than an occa-
sional destination, that will allow for
sustainable transaction and reve-
nue growth and ensure that David
Jones doesn’t repeat the mistakes
of Thomas Dux.
Objectives
Increase awareness of the gourmet
food extension and add it to consum-
ers consideration set.
Increase foot traffic and sustain
healthy transaction growth.
Provide the best quality produce and
service in order to convert existing
David Jones customers to the food de-
partment, as well as attract new mar-
ket share, and increase loyalty.
Make David Jones gourmet food shops
the regular place to shop.
3
CONSUMER BEHAVIOUR ISSUES &
ANALYSIS
AWARNESS
Awareness relates to consumer knowledge of certain
offerings as a result of effective marketing (Hoyer et
al. 2017). Increasing awareness of David Jones’ food
offerings and their locations is vital for the extensions
long-term prosperity. Levels of awareness fluctuate
over time depending on the weight and frequency of
advertising and exposure. Effective marketing can in-
crease consumer awareness, and elevate it from sim-
ple product recognition, to a detailed understanding
of the product and its benefits (Linton 2017). David
Jones’ affluent target-market has low motivation-abil-
ity-opportunity (MAO), and therefore to achieve this
advertising must be easy to understand and recall.
Exposure is key to this as it reflects how consumers
come into contact with a stimulus and how they’re
influenced by aspects like positioning and visibility.
These elements must be carefully executed to in-
crease consumers MAO and, consequently, aware-
ness, which aims to strongly position the brand in
consumers consideration set.
Attention directly impacts awareness as it reflects how
much mental activity consumers devote to a stimulus.
It’s selective and has the capability of being divided
and limited, which can all be influenced by the stimuli,
especially regarding visuals (Gangale et al 2013). Cap-
4 Brochure Design
turing the target-markets attention is important as it
determines if they interact with the campaign and are
able to recall the brand later. Visual attention within
a food outlet is simultaneously impacted by the shelf
display (Clement et al. 2013), therefore, David Jones’
physical design should be synonymous with features
used to initially draw customer’s attention in order to
create a consistent impression.
Furthering this, David Jones should consider the im-
pact of shelf placement and the range of products
they offer. A recent study conducted by Iyengar and
Lepper, suggested that whilst extensive-choice con-
texts may be initially appealing, they’re more likely to
hamper people’s intrinsic motivation and ultimately
be inhibiting (Iyengar & Lepper, 2000). Ultimately con-
sumers preferred to exercise their decision-making
opportunity in limited choice contexts, which is bene-
ficial as it allows David Jones to sustain consumer at-
tention by preventing shoppers reverting to habitual
decision-making processes (Iyengar & Lepper, 2000).
David Jones should capitalise on this idea of only pro-
viding the best when initially raising consumer aware-
ness. Awareness, which is influenced by exposure
and attention, is a fundamental element dictating the
success of David Jones Food due to the habitual be-
haviour targeted consumers demonstrate amongst
existing competitors. If David Jones is unable to enter
the consideration set then all other efforts to influ-
ence consumer behaviour are irrelevant.

MOTIVATION
Motivation is the inner state of activation that provides
the energy required to achieve a goal and is critical
when actually driving aware, willing customers into
stores (Hoyer et al, 2017). It’s physically, psychologi-
cally and environmentally driven, and for this reason,
David Jones must use a holistic approach to establish
an ‘ideal state’ in the targets mind which substantial-
ly differs from their ‘actual state’ (Sirgy, 2014, p. 105).
This allows David Jones to propose itself as the solu-
tion to the new desired state. To accomplish this David
Jones could capitalize on its already established sche-
ma, which depicts its well-known image as a quality
department store, and translate these attributes to
their food stores. Since the target market places high
importance on the satisfaction of the purchase expe-
rience and product quality, an ideal state may incor-
porate premium food and personal customer service
that challenge the quality they’re currently receive.
These attributes match the consumer’s needs, which
sit across the egocentric and self-actualisation levels
of Maslow’s hierarchy (Green. C, 2000), and in turn
act as a motivational catalyst since they desire to be
sustained. Simple drivers can be used to enhance mo-
tivation, as they guide consumer’s behaviour towards
their ideal state. Personal relevance is one key driver,
if consumers can identify with how the premium offer-
ings fit into different aspects of their life it will increase
the motivation to regularly visit David Jones. More-
over, David Jones also aim to create consistency be-
tween their offerings and the customers’ self-concept,
which is achieved by motivating consumers with brand
name items that carry a high-end status symbol. Posi-
tioning their gourmet products as beneficial to their
ideal lifestyle and as a status symbol further appeases
self-actualising needs. As a result, people would take
the chance by visiting stores in an attempt to fulfil their
ideal state and therefore drives transaction growth.
PERCEPTION
Perception is the ‘process of determining the properties
of stimuli using the senses’ (Hoyer et al. 2017, p. 98), and
is a vital driver of customer satisfaction due to links ‘be-
tween [perceived] aesthetically pleasing physical environ-
ments and positive service quality evaluations and value
perceptions’ (Joseph-Mathews, Bonn & Snepenger 2009,
p. 203). It’s important for David Jones to be perceived
in a positive manner by customers because their high-
er priced products, which aim to convey higher quality,
combined with an up-market environment and excep-
tional customer service, are their point of difference used
Brochure Design
to acquire and retain customers. Satisfaction judgements
follow a two-appraisal model where ‘hedonic values re-
flect the multisensory, fantasy and emotive aspect of
the shopping experience, and utilitarian values encom-
pass more task-orientated, cognitive outcomes’ (Jones,
Reynolds & Arnold 2006, p. 979). Although both are im-
portant, positive perception and retailer ‘satisfaction is
influenced more by hedonic aspects than utilitarian ori-
entations, such as the ready availability of inventoried
merchandise, which is now a minimum threshold for
competition’ (Jones, Reynolds & Arnold 2006, p. 979). In
order to capitalise on these hedonic aspects in the fine
food category, atmospherics must be employed to create
‘an environment that attracts customers and positively
impacts purchase behaviours’ (Rayburn & Voss 2013, pp.
405). This is achieved by using multiple aspects of Baker’s
Stimulus-Organism-Response grouping system, which
categories atmospheric influences into; ‘design factors,
including layout, colour and clutter; social factors includ-
ing service, employees and shoppers and ambient fac-
tors, including visual and non-visual cues such as lighting,
smell, and sound, which sets the environment’s mood
and tone’ (Joseph-Mathews, Bonn & Snepenger 2009, p.
195). The tendency to employ perceptual organisation
and organise “stimuli into meaningful units” (Hoyer et al.
2017, p.106) means that, despite the need for managers
to carefully think about the execution of each atmospher-
ic cue individually, ‘customers utilise holistic processing to
form perceptions’ (Rayburn & Voss 2013, pp. 401) about
the business’ offerings. For David Jones to retain quality
conscious customers they must reinforce the perception
of quality by appealing to hedonic values and employing
internal cues such as cool colours and slow tempo music
that encourages customers to linger in store; as well as
spacious layouts, high end finishes and premium service
that portrays luxury, as they add ‘emotional worth to the
shopping experience’ (Jones, Reynolds & Arnold 2006,
p.979). However, they mustn’t neglect utilitarian aspects
because functionality, convenience and stock range are
expectations that encourage repeat visits. If they fail to
influence perception across both levels they risk becom-
ing an occasional shopping destination because consum-
ers won’t consider them in their decision-making process.
“If they fail to influence
perception across both
levels they risk becom-
ing an occasional shop-
ping destination because
consumers won’t con-
sider them in their deci-
sion-making process.”
5
 BEHAVIOUR
Behaviour is the way in which people conduct themselves,
especially towards others, and therefore has a huge influ-
ence on the success of David Jones Food. Identifying and
acknowledging consumers repetitive behaviours, includ-
ing interactions with competitors, allows David Jones to ef-
ficiently allocate its resources in a way that complements
their consumer’s needs. A significant barrier to entry for
David Jones is the market share’s habitual behaviour that
has been deeply rooted through competitor’s brand-loy-
alty tactics. These tactics include environmental and be-
havioural cues that trigger emotive responses and are re-
inforced by a brand’s quality, service and style. Research
has shown that repeat experience actually increases the
ease of processing fluency, leading to consumers readi-
ly preferring lower forms of MAO (Martin & Lafley 2017).
Therefore, if consumers are given a choice, they prefer to
interact with products and services that have previous-
ly produced positive experiences. This is a challenge for
David Jones, as many consumers have developed favour-
able shopping behaviour with competitors, such as Har-
ris Farm, who have continually met needs. These beliefs
translate into repeat purchasing because they provide the
comfort of satisfying their environmental and behavioural
cues, which leads to further operant conditioning as the
consumers beliefs are positively reinforced (Verplanken &
Wood 2006).
6 Brochure Design
One method to overcome this is to capitalise on the ac-
cumulated downstream competitive advantage of David
Jones’ departments stores and translate this into their
food extension (Dawar 2013). By capturing their existing
loyal customer base, they’re able to establish brand credi-
bility around their easily accessible, quality food products
and exceptional service. Understanding the natural habit-
uation process furthers this in instances where familiarity,
potentially with competitors advertising, causes consum-
ers to lose attention to a stimulus and consequently for-
get differentiating attributes. This provides David Jones an
opportunity to reposition itself in the market and appeal
to consumers who value their fresh offering, which hope-
fully translates into overall satisfaction after product trial
and ultimately customer retention.
Lastly the use of emotional appeals is important when
giving consumers a reason to shop at David Jones as it
creates an emotional response which has stronger recall
than logical arguments. This could include taking part in
community service, or stocking environmentally friendly
products such as degradable shopping bags, that allow
consumers to feel as though they’re contributing to soci-
ety through their shopping experience and evoke a sense
of community that all consumers will be able personally
connect with (Zorfas and Leemon 2017). These tactics aim
to move David Jones’ Food past the introductory phase by
effectively maximising customer value and differentiating
offerings in a way that encourages behaviour change and
creates new customer loyalty through emotional connec-
tions.
 ATTITUDES

An attitude is a persisting, learned, overall evaluation

that expresses how much we like or dislike an object,
issue, person or action and are important because they
guide our thoughts, feelings and affect our behaviour
(Hoyer 2017, p.162). David Jones needs to influence
consumer attitudes in order to establish their brand as
a regular shopping destination, instead of an occasion-
al experience like Thomas Dux. Again, using the MAO
model, it’s observed that consumers engaging in food
shopping rely on the low MAO level cognitions which
utilises mood, simple beliefs and unconscious factors
to influence buying power. From an external stand-
point, organizations can use an expectancy-value mod-
el to examine how attitudes form and change, this rein-
forces the importance of offering both quality products
and service because consumers form attitudes based
on their shopping experience as a whole (Hoyer 2017,
p 172). The use of subjective norms and normative
influences furthers this due to the highly socially ori-
entated target market. People form positive attitudes
toward experiences which provide psychological re-
wards (Jones, Reynolds & Arnold, 2006, p 976), so by
placing a heavy internal focus on customer service and
relationship building, David Jones is able to change the
attitudes of a small number of customers which, hope-
fully, translates throughout their social networks and
proves David Jones food to become the subjective norm
among the target market. Homburg reinforces the im-
portance of value creation in organizations, stating that
“higher evaluations of shopping value may attenuate
the effects of satisfaction in loyalty attitudes.” (Hom-
burg et al, 2013, p 43). However, a certain level of risk
is associated with this because negative word of mouth
is potentially devastating to any prior positive market-
ing and market share. These emotive appeals to social
status and the value of experiences continues through
the use of peripheral route processing, which aims to
change attitudes by highlighting important external in-
fluences to the central message, such as credibility of
the sources and attractiveness of the overall message.
It’s an effective method when marketing food, which
can be seen as a simple commodity amongst able con-
sumers in a highly saturated industry. Overall, attitude
change is important because it enables David Jones’ es-
tablishing themselves in consumer’s minds as a regular
shopping destination, for both high-end produce and
experiences.

“Marketing something
like food, which can be
seen as a simple com-
modity amongst able
consumers in a highly
saturated industry.”

Brochure Design 7
RECOMMENDATIONS
PRINT AND OUTDOOR ADS

In order to overcome the prevalent mar-

keting problems and sustainably increase
market share, the key message commu-
nicated to consumers in the initial cam-
paign is centered around ‘eat[ing] extraor-
dinary everyday’. It is designed to make
David Jones Food the regular destination
for worldly, quality produce as we believe
that you don’t need a special occasion to
indulge in fresh, speciality products and
that every shopping experience should
be memorable.

In order to create awareness, it’s recom-

mended that a variety of channels are
simultaneously utilised. Print advertis-
ing in magazines like Donna Hay, which
is targeted to the same market and rel-
evant within the fine food category, en-
ables David Jones to reaches consumers
inside their home. As well as outdoor me-
dia translations, such as bus stops and
billboards, which creates high exposure.
Advertising and brick-and-mortar, should
be situated in higher socio-economic ar-
eas to target the desired market and si-
multaneously maximise footfall and limit
aversion barriers. The channels are ap-
propriate for the age bracket of the target
market who may be less involved in social
media.

By depicting gourmet food in everyday

situations, the advertising aims to con-
nect to consumers on a personal level.
It evokes feelings of happiness and re-
laxation that are present when indulging
in something special, whilst portraying
the idea that they can feel like this at any
time as the ad’s present normal situa-
tions people face through a standard day.
This reinforces David Jones’ motto, ‘one
name, endless possibilities’ which ena-
bles the food extension to capitalise on
the existing quality focused schemas and

8 Brochure Design
 “‘Eat[ing] extraordinary every-
day’ and making David Jones
Food the everyday destination
for worldly, quality produce”
translate brand loyalty. It also juxtaposes
typical emotions present when thinking
of regular food shopping, which possess-
es low consumer involvement, therefore
optimising the peripheral route of per-
suasion with vivid imagery is an effective
tactic. A benefit of being a new entrant
to the market is the irregularity of seeing
the David Jones brand connected to food
produces initial surprise and catches peo-
ple’s attention. The minimalistic design re-
flects the low effort consumer judgments
and availability heuristics, as it’s easy to
process and recall. By presenting an ide-
al state to ‘food lovers’ through depicting
new, opulent products, we are able to
motivate passive consumers into engag-
ing with the personally relevant stimuli.
In turn, this ignites problem recognition
and aims to drive consumers in store in
search of quality, service and style that
matches their newly formed ideal state.

ENHANCED
LOREM IPSUM
BYDOLOR
INSTORE
SITSERVICE
AMET AND
ATOMOSPHERICS
Lorem ipsum
To continue dolor sit consumers
to influence amet, augue whointerdum
are moti-
eu ultricies vitae, blandit a est. Interdum
vated to visit a store and create a cohesive message, ante
ipsum
the use primis in faucibus.
of in-store Nam
taste testing and sed enim lectus
atmospheric cues
should
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sitmarketing
amet odio. element.
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ing
egeteffective visual
faucibus merchandising
urna. Pellentesque and shop fits David
finibus, quis
Jones is able to create a functional, inviting shopping
nisl eleifend pretium vitae venenatis iaculis ut
environment. Small details such as warm lighting, slow
aliquam
music andsit amet, feugiat
authentic, pleasantvitae
fooderos.
smells like fresh
bread should be used to keep customers in store for
longer periods of time, where they can interact with
Lorem ipsum dolor sit amet, augue interdum
produce and staff in order to form the perception of
eu ultricies
quality vitae,
products andblandit a est. Interdum
an exceptional ante
shopping expe-
ipsum
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This perception aimsNam sed enim lectus
to differentiate David
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consumer’s mind urna, quis nislbrand
and establish eleifend
loyalty. Loyalty
can be optimised by the use of an in store rewards
program that encourages repeat buying behaviour
and influences positive attitudes towards the brand,
that in turn will enable David Jones to be sustainable.

Brochure Design 9
CONCLUSION

“David Jones food must be clear about their offerings

and aim to consistently be the best at what they do.”
Consumer behaviour is complex as it by building brand loyalty. These steps
encompasses numerous aspects that follow the consumer decision-making
can dictate the success of a business. process, a holistic approach that aims
David Jones food must be clear about to minimise the opportunity for the
their offerings and aim to consistently target market to become disinterested
be the best at what they do in order and see David Jones Food fall victim to
to increase awareness, drive custom- irrelevance like Thomas Dux.
ers in store and then retain customer

10 Brochure Design
REFERNCE LIST
Associates. L, 2017, Digital photograph, viewed September 26 2017 <http://www.landiniassociates.
com/project/foodchain>

Bastians. K, 2017, David Jones is getting ready to open its new deluxe food hall at Bondi Junction, The
Daily telegraph, Landini Associates, viewed 25 September 2017 <http://www.dailytelegraph.com.au/
newslocal/wentworth-courier/david-jones-is-getting-ready-to-open-its-new-deluxe-food-hall-at-bon-
di-junction/news-story/700ee79bb538e56f113e0cc7c5cfc966>

Breheny, E. 2017, David Jones’ new food hall opens in Bondi Junction, Gourmet Traveller, viewed 25
September 2017,<http://www.gourmettraveller.com.au/recipes/food-news-features/2017/8/david-
jones-bondi-junction-food-hall/>

Clement, J., Kristensen, T. and Grønhaug, K. 2013, Understanding consumers’ in-store visual percep-
tion: The influence of package design features on visual attention, Journal of Retailing and Consumer
Services, vol 20, no 2, pp.234-239.

Dawar, N. 2013, When Marketing Is strategy, Cambridge Massachusetts, viewed 30 September 2017,
<https://hbr.org/2013/12/when-marketing-is-strategy>.

Donald R. Lichtenstein, Nancy M. Ridgway and Richard G. 1993, Netemeyer Source: Journal of Market-
ing Research, Vol. 30, No. 2 , pp. 234-245.

Gangale, F. Mengolini, A. Onyeji, I. 2013, Consumer engagement: an insight from smart grid projects in
Europe, Energy Policy, vol. 60, pp. 621-628.

Homburg, C. Giering, A. Menon, A. Relationship characteristics as moderators of the satisfaction-loyal-

ty link: findings in a business-to-business context, vol. 18, pp. 35–62.

Hoyer, D.W. MacInnis, D.J. Pieters, R. Chan, E. Northey, G. 2017, Consumer Behaviour, 1st Asia-Pacific
Edition, Cengage Learning.

Oceania. A, Immerse yourself in David Jones shooping experience, 2017, Arneg Oceania, viewed 25
September 2017, <https://www.arneg.com.au/en/news/immerse-yourself-david-jones-shopping-ex-
perience>

Iyengar, S. & Lepper, M. 2000, When choice is demotivating: can one desire too much of a good thing?,
Personality processes and individual differences, pp. 995- 1006.

Jones, A.J. Reynolds, K.E. Arnold M.J. 2006, Hedonic and utilitarian shopping value; Investigation differ-
ential effect on retail outcomes, Journal of Business Research, Vol. 59, pp. 974-981.

Joseph Mathews, S. Bonn M.A. Snepenger, D. 2009, Atmospherics and consumers symbolic interpre-
tations of hedonic services, International Journal of Culture, Tourism and Hospitality Research, Vol. 3,
Issue: 3, pp.193-210.

Linton, I. 2017, How does advertising affect product awareness and use?, Hearst newspapers, 10
March, viewed 9 September 2017, <http://smallbusiness.chron.com/advertising-affect-product-aware-
ness-use-36750.html>.

Sirgy. M, Rahtz. R, & Portolese. L, 2017, Consumer behaviour today, Vol 10, Chapter 2, pp . 105

Martin, R. & Lafley, A. 2017, Customer Loyalty Is Overrated, Cambridge Massachusetts, viewed 30 Sep-
tember 2017, <https://hbr.org/2017/01/customer-loyalty-is-overrated>

Brochure Design 11
REFERNCE LIST
Green. C, 2000, A theory of human motivation, Psychological Review, viewed 21 September 2017,
<http://psychclassics.yorku.ca/Maslow/motivation.htm>

McCauley, T. 2017, David Jones set to launch Australia’s fanciest convenience store chain, news.
com.au, viewed 30 September 2012, <http://www.news.com.au/finance/business/retail/da-
vid-jones-set-to-launch-australias-fanciest-convenience-store-chain/news-story/f658cb359c-
07ceadadabeabacb93ee6e>.

Neil Perry transforms David Jones’ food hall into a food haven. 2017, Delicious. photography, viewed
24 September 2017, http://www.delicious.com.au/food-files/news-articles/article/neil-perry-trans-
forms-david-jones-food-halls/67niW0RR

Rayburn, S.W. Voss, K.E 2013, A model of consumer’s retail atmosphere perceptions, Journal of Retail-
ing and Consumer Services, Vol. 20, pp. 400–407.

Taylor, A. 2002, Driving Customer Satisfaction, Cambridge Massachusetts, viewed 30 September 2017,
<https://hbr.org/2002/07/driving-customer-satisfaction>.

Thomsen, S. 2017, PHOTOS: The new $15 million David Jones food hall in Sydney, Business Insider
Australia, viewed on 30 September 2017 <https://www.businessinsider.com.au/david-jones-food-hall-
bondi-junction-2017-8#x1>

Verplanken, B. & Wood, W. 2006, Interventions to Break and Create Consumer Habits, Journal of Public
Policy & Marketing, Vol. 25, pp. 90–103.

You won’t believe what David Jones has planned for its new food hall. 2017, Delicious. Photography,
viewed 26 September 2017, http://www.delicious.com.au/eat-out/eat-streets/article/you-wont-be-
lieve-david-jones-planned-new-food-hall/z2KS43j3

Zorfas, A. & Leemon, D. 2017, An Emotional Connection Matters More than Customer Satisfaction,
Cambridge Massachusetts, viewed 30 September 2017, <https://hbr.org/2016/08/an-emotional-con-
nection-matters-more-than-customer-satisfaction>.

12 Brochure Design
24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Your Names & SIDs
Tutorial Time & Tutor
Interviewee’s Name, Age & Gender
Have you ever purchased food from
retail stores (e.g. Coles, Woolworths,
David Jones, Target, Myer)? If yes,
please list what you bought normally?
How often would you shop in a those
retail stores?
How much did you spend on food on
average per trip to a department store
or a supermarket roughly?
Before you decide to visit a food store,
where did you search for relevant
information?
Would you please list all major food
stores that you know of? Which one do
you like the best, and why?
Which retail stores did you usually go to
for food, and why?
Which supermarket did you usually go
to, and why?
What do you usually buy from them
respectively? Please list categories.
When deciding which retail store to visit
for food, what do you look for when
choosing (e.g., convenience, availability
of certain products, price, brands
available, and etc.)? Why is it important
to you that the store has these features?
Important: Please use the laddering technique to
prompt the consumer to tell you the key
benefits/values that they associate with those
attributes. First, ask them to name an important
attribute of the store, and then ask them why it
is important to them that the store has that
attribute. After they answer, ask them why it is
important to them that they get that benefit, and
so on, until you’ve found out a higher-level,
more-abstract motivation (e.g., self-esteem,
peace of mind, safety) underlying their
preference for the attribute.
Have you heard of David Jones? Please David Jones is an upmarket department store with high-end products. These
describe the general image of this brand. high-end products come with expensive price tags that only higher socio-
Important: Try and get them to share insights
about the store in general and also what they
think of the actual products sold, target market,
price, brand image, etc.
Brochure Design
Alice Petre, 12554426, GROUP 4
Cecilia Howard, Wednesday 4pm tutorial
Carolyn Petre, Female, 53
Yes, regular shopper at the Woolworths in Northbridge. She usually visits
Woolworths twice a week, purchasing a range of products, including: milk,
bread, vegetables, fruit, cleaning products.
Carolyn has purchased food from David Jones food hall a handful of times to
purchase specialised food items. She does not go there regularly to shop
because it is expensive and not convenient.
On an average trip to a food retailer Carolyn will spend $150, increasing on
occasions where large amounts of food need to be bought for particular events.
Eg. Christmas or new years eve.
Carolyn sees TV commercials and ads in magazines that inform her of the best
available prices for certain food items and attract her to particular food stores.
IGA, Coles, Woolworths, Thomas dux, ALDI. Woolworths is her favourite
because of the wide range of products available, for its convenience and
because she’s a loyal long-term Woolworths shopper.
Carolyn visits the following retail stores for specific food items, ‘bakers delight’
for bread and ‘north Sydney grocer’ for fresh fruit and vegetables. She visits
these retail stores because they offer superior products and are convenient to get
to. She usually goes to Woolworths in Northbridge to do her weekly/biweekly
food shop. She purchases basic groceries, to toiletries, to cleaning products.
Woolworths has a diverse range, is close proximity to her home, and is easy to
park at.
Location of the food store- Woolworths in Northbridge is in a complex
surrounded by other shops so other tasks and shopping can be done, eg. dry
cleaning. Allowing for Carolyn to multi-task and achieve more in a short
amount of time.
Easy parking- The ease to find a car spot, making the shopping experience less
stressful. Alleviating any stress and angst usually associated with an ability to
park.
Convenience- The close proximity of the store allows for quick short trips,
Carolyn is very time poor so this is invaluable. Carolyn is more likely to visit
the food retailer more frequently because of such convenience.
Price- The low prices at Woolworths make it very affordable and allow for
Carolyn to buy a lot of items. She likes knowing she is getting value for money
with her purchases. The cheap prices allow for Carolyn to stick to her weekly
grocery budget, which aligns with the rest of her finances.
Range of products- Carolyn likes a wide range of products available in food
retailers so she can choose want she wants. Not feeling limited and having the
freedom of choice allows for Carolyn to take control of her purchasing
decisions.
economic groups can afford. There target market would be middle aged men
and women from higher socio-economic groups. Perception of higher quality
and luxury because of the products sold and there high price range.
13
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24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Do you like to shop at David Jones?
What do you like about David Jones in
general? What don’t you like David
Jones in general?
Do you know David Jones sells fresh
food? If a David Jones branded
convenience store is open in your suburb
selling food, are you going to shop
there? Why/why not?
Please describe your image of the
average consumers who shop food at
local convenience stores.
Please describe your image of the
average consumers who shop food at
Woolworths or Coles.
Please describe your image of the
average consumers who shop food at
Thomas Dux.
Please describe your image of the
average consumers who shop food at
David Jones.
What are the differences among these
groups of consumers?
Once you have finished the interview,
reflect on your marketing problem.
What implications do the findings have for your
marketing problem?
Was choosing a retail food store a complicated,
highly involved decision for your interviewee?
Do you think that your interviewee was
representative in your target market?
If you interviewed someone of the opposite
gender, do you think males/females would
differ in their answers?
If you interviewed someone older/younger than
the interviewee, do you think age matters?
14
Yes, Carolyn shops regularly at David Jones.
She likes the décor and aesthetic of the brick and motor stores. The higher
quality service received at David Jones differentiates it from other retailers.
The high priced products can be a deterrent and will attract Carolyn to shop in
other stores.
Yes, Carolyn was aware that David Jones sells fresh food. If the David Jones
branded convenience store was located in her suburb, she would consider
shopping there for convenience however would be wary of how expensive the
products would be compared to Woolworths.
The average consumer who shops at Carolyn’s local convenient store are people
who live or work in the area. Time poor working professionals, young families
or retirees.
The average consumer who shops at Woolworths or Coles could be male or
female, ranging from 10-100. The affordable pricing and wide range of
products attracts all types of consumers.
The average consumer who shops at Thomas Dux would be from a higher-socio
economic group, possibly dual income families. Young working professionals
or families.
The average consumer who shops for food at David Jones, would be similar
demographic to Thomas Dux. Attracting high income earners who want fresh
quality produce. They may be time poor, and the convenience of David Jones
attracts them into store.
The socio-economic class of a given consumer influences their ability to
purchase food from certain retailers. The purchasing power of a consumer and
proximity to food stores will dictate where they purchase food.
These findings allow me to gain insight into the reasons consumers purchase
products from certain food retailers and why. Such findings will influence how
we construct our marketing campaign to ensure it is successful.
My interviewee didn’t find choosing a retail food store a complicated decision,
as they focused on two main factors; convenience and range. M interviewee was
a long-term, loyal customer of Woolworths and shopped there biweekly.
I think my interviewee was representative of my target market as they were a
middle aged, female from a higher socio economic group who regularly visits
food retailers. I think if I interviewed a male for my consumer interview I
would receive very similar answers. ‘Food shopping’ is becoming less of a
women’s role rather shared by both men and women in today’s 21st century
society. I think the age of my interviewee would alter their answers, as the age
of someone can influence there financial state and ability to purchase certain
products. Also different aged people, live in different areas so some food
retailers may be more convenient than others.
Brochure Design
!1
24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.

Your Names & SIDs Hayley Bellchambers 12746069 (Group 4)

Tutorial Time & Tutor Wednesday 4pm – Cecilia Howard
Interviewee’s Name, Age & Gender Connor, 22, Male

• Yes – I have shopped at all of these places

Have you ever purchased food from retail
stores (e.g. Coles, Woolworths, David Jones, • Groceries from places like Coles and Woolworths. I use the food
Target, Myer)? If yes, please list what you court at DJ’s – in particular the fresh food section such as the
noodle bar. Places like Myer not so much but the their in-store café
bought normally? is convenient for coffee whilst shopping.
How often would you shop in those retail
stores? • Groceries I purchase multiple times week from places like Coles.
How much did you spend on food on average However, not regularly at DJ’s and the like.
per trip to a department store or a • Depending on the type of shop. On average, roughly $40 unless it
supermarket roughly? is my weekly food shop which is about $80

• TV/ Facebook adverts or catalogues if I see them. But I don’t often

Before you decide to visit a food store, where
did you search for relevant information?
Would you please list all major food stores that
you know of? Which one do you like the best,
and why?
Which retail stores did you usually go to for
food, and why?
Which supermarket did you usually go to, and
why?
What do you usually buy from them
respectively? Please list categories.
When deciding which retail store to visit for
food, what do you look for when choosing (e.g.,
convenience, availability of certain products,
price, brands available, and etc.)? Why is it
important to you that the store has these
features?
Important: Please use the laddering technique to prompt the consumer
to tell you the key benefits/values that they associate with those
attributes. First, ask them to name an important attribute of the store,
and then ask them why it is important to them that the store has that
attribute. After they answer, ask them why it is important to them that
they get that benefit, and so on, until you’ve found out a higher-level,
more-abstract motivation (e.g., self-esteem, peace of mind, safety)
underlying their preference for the attribute.
actively seek out information for general food shopping. If I am
looking for something more specific like a certain speciality item
or somewhere for lunch I might google the item or place and look
at reviews. I also have ides from what other people have said is
good, especially around the City where I work.
• Aldi, Coles, Woolworths, Tesco (UK), IGA,
• Coles because it has a good variety for good prices. You can also
support local businesses and occasionally find speciality items
when I need them – so most things are in the one place.
• Local cafes and food courts in city due to convenience when I’m at
work. As well as Coles because it is down the road so easy to get
to.
• Coles due to the above reasons.
• Coffee, sushi, freshly made food such as sandwiches
• Fruit & veg, meat, milk, bread, cheese, pasta, canned goods,
cleaning products, toiletries – normal house hold groceeries
• Price, quality of the produce available and convenience.
• These features are important as it means that I get what I want
easily in one place because I am busy and don’t have time to be
searching for the items I need/want.
• Also, I don’t particularly enjoy food shopping so I want it to be as
simple as possible. I do enjoy trying different products and quality
is important so when these items are easily accessible it’s a bonus.

Have you heard of David Jones? Please

• Yes – David Jones is a high class/fashion outlet that carries
premium products with a premium price tag. It targets people who
describe the general image of this brand.
are happy to spent more money on items, a lot of the time for
Important: Try and get them to share insights about the store in general and also
what they think of the actual products sold, target market, price, brand image, etc.
brands names. So it doesn’t cater for lower income earners.

Brochure Design 15
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24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
• No not particularly as it is expensive and there is normally another
alternative that is just as good and cheaper. I also don’t like the
service in DJ’s, I find that a lot of the sales assistants are
Do you like to shop at David Jones? judgmental and assume that you aren’t/can’t purchase anything
which I think is wrong because they have no idea how much
What do you like about David Jones in money I do or don’t have or what my shopping intentions are. I
general? What don’t you like David Jones in think this can make it an uncomfortable place to shop.
general?
• I did know that they sold fresh food, I have been to the Market
Do you know David Jones sells fresh food? If a Street food hall on many occasions. I think I would shop in their
David Jones branded convenience store is open convenience store however I don’t know how frequently. It would
in your suburb selling food, are you going to depend on what they offered, how much it was and how easy it was
shop there? Why/why not? for me to access because I don’t think I would go out of my way to
go there unless it was for something really specific (eg buying
more specialty items because mum was coming over or something
like that).

Please describe your image of the average • Normal people who are busy and just need to quickly grab a few
consumers who shop food at local convenience things that they might need because it’s easier that traveling to
stores. somewhere bigger.

Please describe your image of the average
consumers who shop food at Woolworths or
Coles.
Please describe your image of the average
consumers who shop food at Thomas Dux.
Please describe your image of the average
consumers who shop food at David Jones.
What are the differences among these groups
of consumers?
• Anyone from students, workers, singles, couple, families – these
types of places offer all the staples that cater to everyone’s basic
needs.
• People who are a bit fancier, who like luxury items and can afford
boutique shopping.
• Similar to Thomas Dux
• The main difference between these consumes is their income. I
know myself that I’d love to be able to shop some of the fresh food
in David Jones because it always looks amazing but financially
that just wouldn’t be viable for my routine food shop.

Choosing a food retailer was an easy decision for the interviewee

because he knew the types of things he needs and where he can get
Once you have finished the interview, reflect on these easily and affordably. Whilst he said he would love to be able to
your marketing problem. shop at David Jones regularly as his age it is not really plausible due to
What implications do the findings have for your income restraint as well as high priorities. However, I think this gives
marketing problem? insight into maybe a slightly higher age demographic – young
Was choosing a retail food store a complicated, highly professionals 25/26 up may be a good target market for David Jones
involved decision for your interviewee? because they are entering a world where they have more financial
Do you think that your interviewee was representative freedom to be able to enjoy the finer things in life that they may not
in your target market? have been able to before. A second potential market highlighted is
If you interviewed someone of the opposite gender, do “parents” – so people who are a bit older, potentially 40+ who have
you think males/females would differ in their answers? worked hard, spent their time using lower quality products and now
If you interviewed someone older/younger than the choose to spend more to get nicer things. Personally, I don’t feel like
interviewee, do you think age matters? gender has much of an impact on the answers because I feel very
similar, however a lot of other factors such as demographics and
sociographics would have an impact.

16 Brochure Design
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24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Your Names & SIDs
Tutorial Time & Tutor
Interviewee’s Name, Age & Gender
Have you ever purchased food from retail
stores (e.g. Coles, Woolworths, David Jones,
Target, Myer)? If yes, please list what you
bought normally?
How often would you shop in a those retail
stores?
How much did you spend on food on average
per trip to a department store or a
supermarket roughly?
Before you decide to visit a food store,
where did you search for relevant
information?
Would you please list all major food stores
that you know of? Which one do you like the
best, and why?
Which retail stores did you usually go to for
food, and why?
Which supermarket did you usually go to,
and why?
What do you usually buy from them
respectively? Please list categories.
When deciding which retail store to visit for
food, what do you look for when choosing
(e.g., convenience, availability of certain
products, price, brands available, and etc.)?
Why is it important to you that the store has
these features?
Important: Please use the laddering technique to
prompt the consumer to tell you the key
benefits/values that they associate with those
attributes. First, ask them to name an important
attribute of the store, and then ask them why it
is important to them that the store has that
attribute. After they answer, ask them why it is
important to them that they get that benefit,
and so on, until you’ve found out a higher-level,
more-abstract motivation (e.g., self-esteem,
peace of mind, safety) underlying their
preference for the attribute.
Have you heard of David Jones? Please
describe the general image of this brand.
Important: Try and get them to share insights
about the store in general and also what they
think of the actual products sold, target market,
price, brand image, etc.
Brochure Design
Julian Luciano, 12403123
4pm, Cecilia Howard
Sherry Luciano, 52 years of age, Female
Yes, groceries/food from Woolworths. For example I purchased
common goods yesterday such as Milk, Butter, Eggs, and a few
vegetables. I purchase household items from David Jones, Myer or
Target, and only small snack foods in some scenarios.
I shop at Woolworths frequently as I do weekly shopping for groceries
and food and then daily top ups for hungry teenagers. David Jones,
Myer or Target I shop as required, on average fortnightly or monthly
Average spent on food is between $250-$300 per week.
I don’t generally do any research prior; I shop at Woolworths because it
is my closest supermarket that has the cheapest prices. Sometimes I will
compare prices between Woolworths and Harris Farm for example, if I
have time.
Woolworths, Coles, Aldi, IGA, Harris Farm Markets.
I prefer IGA or Coles to Woolworths due to the wider range of grocery
items; Harris Farm is my preference for fresh produce because it is of
higher quality. I would generally limit my shopping at Woolworths to
groceries.
Woolworths, Harris Farm, sometimes Coles if I am in the vicinity.
Woolworths because its my closest supermarket and the cheapest.
Groceries from Woolworths, Fresh fruit and Veggies from Harris Farm.
Convenience and price are important factors when I’m shopping for
grocery products. However for fresh produce (fruit, veggies, seafood,
meat) I will visit an independent retailer who I believe has better
quality, freshness and range.
It does annoy me that Woolworths discontinue some of the grocery lines
that I buy, so sometimes I have to go to IGA to get them so its good to
have a choice of supermarkets in our local shopping centre.
I am very fussy about the quality of fresh produce and I am happy to
pay a little bit extra to ensure that I get the freshness and quality I want.
Even though Aldi is price competitive, our closest one is a little too far
away. I also don’t really like packing my own groceries unless it’s a
small amount of shopping.
Yes. I have a high opinion of the brand image of David Jones. To me, it
represents good quality, is quite expensive in general and is a
destination for well-known brands and quality products like clothing,
accessories etc. that appeal to a more mature age group.
17
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24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Do you like to shop at David Jones?
What do you like about David Jones in
general? What don’t you like David Jones in
general?
Do you know David Jones sells fresh food? If
a David Jones branded convenience store is
open in your suburb selling food, are you
going to shop there? Why/why not?
Please describe your image of the average
consumers who shop food at local
convenience stores.
Please describe your image of the average
consumers who shop food at Woolworths or
Coles.
Please describe your image of the average
consumers who shop food at Thomas Dux.
Please describe your image of the average
consumers who shop food at David Jones.
What are the differences among these
groups of consumers?
Once you have finished the interview,
reflect on your marketing problem.
What implications do the findings have for your
marketing problem?
Was choosing a retail food store a complicated,
highly involved decision for your interviewee?
Do you think that your interviewee was
representative in your target market?
If you interviewed someone of the opposite
gender, do you think males/females would differ
in their answers?
If you interviewed someone older/younger than
the interviewee, do you think age matters?
18
Yes.
Very pleasant ambiance/store presentation, very pleasant staff (although
not as many staff as they should have nowadays). I believe there is a
need for more staff on the shop floor to serve/advise customers.
Yes, only in their City and Bondi stores for a wide range of food. Not a
huge range in suburban stores other than confectionary.
Probably for specialty items for a special occasion, e.g cakes, gourmet
food such as cheeses, meats etc. and some fresh fruit.
Lazy individuals, because the prices are so high at convenience stores. I
know this is just a matter of convenience for those shoppers but I
wouldn’t shop there myself.
Mainly the average, everyday person doing their food shopping for a
family on a daily or weekly basis.
The Thomas Dux shopper is probably prepared to pay a bit more for
what they perceive to be a better quality offering of food and for a more
interesting/varied choice of items that may not be available in a large
supermarket.
Someone who likes good quality, branded products and has a high
disposable income. Not as concerned with price, and enjoys shopping in
a well-regarded, iconic department store with a good reputation.
Age, income levels and image.
The highly competitive oligopolist supermarket and convenience store
industry means David Jones must employ strategic non-price
competition methods to differentiate themselves from their competitors.
There are a number of findings from this interview that have an
implication on our marketing problem. To compensate for high prices,
we found that quality; convenience and ultimately a developed brand
image were key contributing factors. New David Jones food stores will
have to consider convenience and quality closely as these two factors
will have the most significant impact on success, given that brand image
and pricing have already been established by David Jones in its existing
stores.
No, as my interviewee prefers to shop for food on the basis of
convenience and impulse. They will visit their preferred store and if for
whatever reason they cannot go to that store, they’ll use their second
preference.
Yes, I believe my interviewee is an accurate representation of the target
market, as they are a medium level spender for goods in that category.
These findings are useful in finding insights into spending decisions for
David Jones’ products, as the interviewee is fond of the brand and its
products.
Yes, interviewing someone of the opposite gender would yield
significantly different results. For example, when shopping for clothing
females are more likely to spend more, access a wider variety of stores
and be shrewd in regards to their spending. In contrast, males would be
less likely to consider product alternatives and consequently would pay
a higher price for a particular item.
Yes, age is an important factor to consider in identifying trends for
brands and spending habits. For example, older individuals when
purchasing goods from a supermarket would be inclined to spend less
due to financial restrictions, whilst younger personalities would spend
more, as they would have a disposable income in most cases. In a
department store like David Jones however, research would show that
older individuals do tend to shop at these types of stores, whilst younger
people would prefer to online shop or acquire products from their
personal favourite brands.
Brochure Design
!1
24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Your Names & SIDs
Tutorial Time & Tutor
Interviewee’s Name, Age & Gender
Have you ever purchased food from retail
stores (e.g. Coles, Woolworths, David Jones,
Target, Myer)? If yes, please list what you
bought normally?
How often would you shop in a those retail
stores?
How much did you spend on food on average
per trip to a department store or a
supermarket roughly?
Before you decide to visit a food store, where
did you search for relevant information?
Would you please list all major food stores that
you know of? Which one do you like the best,
and why?
Which retail stores did you usually go to for
food, and why?
Which supermarket did you usually go to, and
why?
What do you usually buy from them
respectively? Please list categories.
When deciding which retail store to visit for
food, what do you look for when choosing (e.g.,
convenience, availability of certain products,
price, brands available, and etc.)? Why is it
important to you that the store has these
features?
Have you heard of David Jones? Please
describe the general image of this brand.
Brochure Design
Massimiliano Santinoli - 12201404
Wednesday 4pm - Cecilia Howard
Catherine Dixon, 42, F
Yes of course. I use to shop at the Woolworths in front of my house. I
use to buy all kind of stuff a family with two kids buys like food, which
is the main thing, cleaning products for the house, kitchen utensils and it
happened to me to buy socks, once.
As we are four persons in my family, I generally try to go on Sunday
each week. Sometimes it happens that I need to go twice, but rarely.
I am on an average of $200/$250 dollars per week.
I usually just go to the same store and I know what to expect.
All the principal supermarkets like Coles, Woolworths, IGA, and I
personally prefer Woolworth since I’ve noticed that the quality of the
fresh food is usually better.
Woolworths.
Woolworths, as I said, for the higher quality of the fresh food.
Food, beverages, utensils for the kitchen and sometimes clothes.
Being the mother of 2 children and having me and my husband a job,
we are not that much concerned about the prices. As a mother I want to
make sure that my children eat healthy food. Deciding the diet for my
kids it’s up to me, but I can’t be sure of the quality of the food,
especially the fresh one like vegetables, fruit and fish. I’ve noticed the
quality to be better at Woolworths and that relaxes me about my kids’
health.
Yes of course. To me, David Jones is a classy retail store of the top
fashion brands for clothing. I think it is targeted to the middle-upper
class even though it is not impossible to find occasions at an acceptable
price. However, I think the prices are fair for the products sold.
19
24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Do you like to shop at David Jones?
What do you like about David Jones in
general? What don’t you like David Jones in
general?
Do you know David Jones sells fresh food? If a
David Jones branded convenience store is open
in your suburb selling food, are you going to
shop there? Why/why not?
Please describe your image of the average
consumers who shop food at local convenience
stores.
Please describe your image of the average
consumers who shop food at Woolworths or
Coles.
Please describe your image of the average
consumers who shop food at Thomas Dux.
Please describe your image of the average
consumers who shop food at David Jones.
What are the differences among these groups
of consumers?
Once you have finished the interview, reflect on There seems to be a different view of the brand image, therefore I
your marketing problem.
20
As a mother I don’t buy expensive clothes anymore, but I did I
definitely would like to do it at David Jones.
I like the fact that if something is sold at David Jones, it has to have a
certain minimum level of quality and be fashionable. On the other
hand, I think most of the clothes are not made to be wear on a daily
basis.
No I didn’t know that. Honestly, I would stick with Woolworths. A
clothes shop that sells food, doesn’t just give me the idea of quality.
Someone who just needs something for the moment, like cigarettes,
shampoo, a bottle of wine. Nobody shops all he needs at the
convenience store, as there’s not a wide selection and prices are higher.
Therefore, considering the goods I would expect someone to buy at the
convenience store, I would say young or foreigner people.
It could be anyone! From family mothers to backpacker, anyone needs
to do shopping.
Thomas Dux is known for selling fresh, organic and controlled food. I
shop there sometimes, even though not really often since it’s far away
from my place. I would say that young healthy people would shop there,
maybe vegan or hipster!
I’ve never seen anyone shopping at David Jones, but I imagine it would
be some sort of young fashionable worker in his early career. I don’t
know why!
Apparently the subject is unaware of the possibility to buy food at
David Jones. Moreover, even if told about it, it seems rejective to the
idea of purchasing aliments from it.
suggest to try to converge the idea of quality food with the brand David
Jones.
There could be the chance to match the idea of “quality clothing store”
with “quality food”, working on the value of quality that people seem to
attribute to the brand.
Brochure Design
24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Natalia Schlesinger
Your Names & SIDs
Tutorial Time & Tutor 12078390
Interviewee’s Name, Age & Gender Galia Corvera, Age:24,Gender: Female
Yes; candy and bottled water.
Have you ever purchased food from retail
stores (e.g. Coles, Woolworths, David Jones, Very rarerly.
Target, Myer)? If yes, please list what you 20 dlls max
bought normally?
How often would you shop in a those retail
stores?
How much did you spend on food on average
per trip to a department store or a
supermarket roughly?

Word of mouth

Before you decide to visit a food store, where

did you search for relevant information? Harris Farm, Earth Food Store, Coles, Health Emporium.

Would you please list all major food stores that I like organic products.
you know of? Which one do you like the best,
and why?

Which retail stores did you usually go to for Organic stores because I believe over produced food is not of good
food, and why? quality.

Which supermarket did you usually go to, and Harris Farm, it is good quality and near my house.
why?
What do you usually buy from them Eggs, cheese, vegetables, fruit, pasta, rice, sauces and condiments.
respectively? Please list categories.
Quality and proximity to my house.
When deciding which retail store to visit for
food, what do you look for when choosing (e.g.,
convenience, availability of certain products,
price, brands available, and etc.)? Why is it
important to you that the store has these
features?
Important: Please use the laddering technique to prompt
the consumer to tell you the key benefits/values that
they associate with those attributes. First, ask them to
name an important attribute of the store, and then ask
them why it is important to them that the store has that
attribute. After they answer, ask them why it is
important to them that they get that benefit, and so on,
until you’ve found out a higher-level, more-abstract
motivation (e.g., self-esteem, peace of mind, safety)
underlying their preference for the attribute.

Have you heard of David Jones? Please Yes.

describe the general image of this brand. Big retail store.
Important: Try and get them to share insights about the
store in general and also what they think of the actual
products sold, target market, price, brand image, etc.

Brochure Design 21
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24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Do you like to shop at David Jones? No
What do you like about David Jones in I don’t like that it’s got too many products.
general? What don’t you like David Jones in
general?
No.
Do you know David Jones sells fresh food? If a
Because I do not trust big stores to handle my food.
David Jones branded convenience store is open
in your suburb selling food, are you going to
shop there? Why/why not?
Please describe your image of the average People concerned about their health.
consumers who shop food at local convenience
stores.
People on budget.
Please describe your image of the average
consumers who shop food at Woolworths or
Coles. I don’t know what Thomas Dux is.
Please describe your image of the average
consumers who shop food at Thomas Dux. Victims of consumerism
Please describe your image of the average Budget and health consciousness
consumers who shop food at David Jones.
What are the differences among these groups
of consumers?
I think the person I interviewed was a very difficult person to place
within the target market as she is very self-aware about health and
Once you have finished the interview, reflect on promoting local vendors rather than commercial ones.
your marketing problem.
I think there is probably a difference between male and female answers
What implications do the findings have for your as it is more likely females will be more complicated about the choices
marketing problem? they make when choosing where to shop.
Was choosing a retail food store a complicated, highly
involved decision for your interviewee? My interviewee presented quite a complicated process in this as she
Do you think that your interviewee was representative takes special care on the ingredients and foods she purchases for her
in your target market? household.
If you interviewed someone of the opposite gender, do
you think males/females would differ in their answers?
If you interviewed someone older/younger than the I think age is also a factor that could change the answers of this
interviewee, do you think age matters? interview as often when people get older they become more self-
conscious about both the quality and the price of the products they bring
home.

22 Brochure Design
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24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Your Names & SIDs
Tutorial Time & Tutor
Interviewee’s Name, Age & Gender
Have you ever purchased food from retail
stores (e.g. Coles, Woolworths, David Jones,
Target, Myer)? If yes, please list what you
bought normally?
How often would you shop in a those retail
stores?
How much did you spend on food on average
per trip to a department store or a
supermarket roughly?
Before you decide to visit a food store, where
did you search for relevant information?
Would you please list all major food stores that
you know of? Which one do you like the best,
and why?
Which retail stores did you usually go to for
food, and why?
Which supermarket did you usually go to, and
why?
What do you usually buy from them
respectively? Please list categories.
Brochure Design
Tyler van der Veer, 12559807
16:00, Cecilia
Wendy van der Veer, 51, Female
Yes, for example today I visited Coles and purchased mineral water,
coconut yoghurt, hummus, falafels, pasta, flatbread, and smoked
salmon. I also visited Harris Farm Markets to purchase produce items
like broccolini, lemons, bananas, strawberries, capsicum, apples,
tomatoes, avocados and herbs. I also purchased gourmet grocery items
from Harris Farm Markets including yoghurt, couscous, passata,
coconut water and corn chips. This would be an average shop for our
family.
I would shop at any of these retail stores every two days.
Today I spent $65 at Coles and $75 at Harris Farm Markets. This would
be an average cost for our family every few days.
I do not usually search for relevant information, I often go for
convenience. My son works at Harris Farm Markets which offers a 25%
discount to staff and their family members. There range and prices is
often a lot better then their competitors, plus the 25% discount is
excellent.
Coles, Woolworths, Aldi, IGA, and Harris Farm Markets. I like Harris
Farm Markets the best because of the convenience (it is located close to
where we live), the prices (due to our family discount), and the quality.
I go to Harris Farm Markets for food due to its superior quality and
great prices.
The main supermarket I visit is Coles, I prefer it to Woolworths due the
familiar layout that I am accustomed to due to years of shopping at
Coles. This familiarity is due to its convenient location and close
proximity to Harris Farm Markets. I will also visit IGA if I only need to
purchase one or two items, this is because by going to IGA I will avoid
the busyness of the shopping centre where Coles and Harris Farm
Markets is located.
I usually purchase produce items, grains, nuts and a whole other range
of foods from Harris Farm Markets, I usually try and buy as much as I
can from Harris Farm Markets. Due to Coles being situated directly
next to Harris Farm Markets I usually finish my shopping there. This
will include canned food, toiletries, cleaning products, frozen food, and
cat food.
23
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24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
When deciding which retail store to visit for
food, what do you look for when choosing (e.g.,
convenience, availability of certain products,
price, brands available, and etc.)? Why is it
important to you that the store has these
features?
Important: Please use the laddering technique to prompt
the consumer to tell you the key benefits/values that
they associate with those attributes. First, ask them to
name an important attribute of the store, and then ask
them why it is important to them that the store has that
attribute. After they answer, ask them why it is
important to them that they get that benefit, and so on,
until you’ve found out a higher-level, more-abstract
motivation (e.g., self-esteem, peace of mind, safety)
underlying their preference for the attribute.
Have you heard of David Jones? Please
describe the general image of this brand.
Important: Try and get them to share insights about the
store in general and also what they think of the actual
products sold, target market, price, brand image, etc.
Do you like to shop at David Jones?
What do you like about David Jones in
general? What don’t you like David Jones in
general?
Do you know David Jones sells fresh food? If a
David Jones branded convenience store is open
in your suburb selling food, are you going to
shop there? Why/why not?
24
Convenience is the main player for me. Harris Farm Markets and Coles
are my two favourite stores to shop at and they are conveniently located
next to each other. It is also located right next to my children’s school,
which means that I can drop them of at school and also grab some
groceries in one process. This is important to me so I don’t have to do
two seperate trips to the shops. I am usually very busy during the day
running a business so the convenience and location cuts down heaps of
extra time that I can use in the office.
Another more specific reason to shop at Harris Farm Markets is the
prices. My business involves a lot of food preparation, recipe
development and catering so there is a great magnitude of food that
goes through our household. When I shop at Harris Farm I know I am
getting the lowest price I can get due to my 25% discount. This keeps
the cost down and helps me concentrate on running my business rather
than searching for the lowest prices.
Harris Farm Markets also have some great ‘hand-made’ products that
are super delicious and tasty, like their jams, yoghurts, and pre-packed
nuts. These are products the whole family enjoys so it easy to keep
buying these recognised brands as I know it wont get wasted if they do
not like them.
Yes, I have heard of David Jones. When I think of David Jones I think
of upper-market products like a clothes, electronics and furniture. These
products are often more expensive price wise, but I believe that is
because of the good quality that you will find in David Jones.
I do not really like to shop at David Jones as there is none nearby and to
travel 40 minutes to get to my nearest David Jones is not worth it for
me.
I like that David Jones has good quality brand names all found in one
shop. The presentation is also fantastic and is really great way to view
what you want to buy. The main reason I do not like David Jones is the
convenience, it is to far away from me and the reasons I like it are not
worth the 40 minute drive when I can visit a competitor like Myer that
is only 10 minutes away.
Yes, I do know this. But it does not sell fresh food in our area. No, I
would not shop there because it would be too expensive.
Brochure Design
!1
24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Please describe your image of the average I would picture these people as unorganised and not too concerned
consumers who shop food at local convenience about price.
stores. These people are more mainstream and more creatures of habit as they
usually go to these stores because they are used to them. I would also
Please describe your image of the average say a lot of people would shop at these stores because of the quality and
consumers who shop food at Woolworths or brand recognition.
Coles. Someone shopping at Thomas Dux would be a more medium-to-high
dual income earner, inner city dweller, image focused and a bit more
Please describe your image of the average fussy about quality.
consumers who shop food at Thomas Dux. Similar to Thomas Dux, but not quite at that level. I would say they are
Please describe your image of the average also looking for quality and also want the experience of everything
being in the same spot.
consumers who shop food at David Jones. There are big differences among these consumers, they range in level of
What are the differences among these groups income, whether they are families or single, their location, whether they
of consumers? are time poor and their perception on quality.

The highly competitive oligopolist supermarket and convenience store

industry means David Jones must employ strategic non-price
competition methods to differentiate themselves from their competitors.
From the interview we discovered some of the most important non-price
motives for shopping at Harris Farm was its quality, style and
convenience. For David Jones quality and style are key factors that
could help them distinguish themselves from customers by providing
consumers with the freshest food and creating a great shopping
experience through service, shop design and range. Convenient
locations would be a lot more difficult for David Jones as currently they
have no costumers and limited start-up capital. They would have to start
small to build up a customer base and brand loyalty to translate that into
more stores.
No, I would not say choosing a retail food store was complicated for my
interviewee, it was more of a instinctual and habitual decision. It seems
Harris Farm Markets was the shop of choose due to the circumstances
of a family discount and convenient location.
Yes, but only to some extent. The interviewee fitted the medium to high
income bracket and middle aged highly involved shopper. But the
Once you have finished the interview, reflect on interviewee had no brand loyalty to David Jones and that would be hard
your marketing problem. to translate into shopping at their new food retail stores. The interview
What implications do the findings have for your also lived in a non-city context, which would be outside the ‘wealthy
marketing problem? suburb’ target market and store geography, therefore it would be hard to
Was choosing a retail food store a complicated, highly deliver value to the consumer.
involved decision for your interviewee? Yes, I do believe if the interviewee was of opposite gender the answers
Do you think that your interviewee was representative would differ. One reason is because a female would have different tastes
in your target market? and preferences to males. This is evident in the fact that males often
If you interviewed someone of the opposite gender, do shop with a lower basket size and often have a higher percentage of
you think males/females would differ in their answers? animal products (e.g. meats, poultry, dairy). Males often consider
If you interviewed someone older/younger than the themselves more ‘time poor’ and would be probably less susceptible to
interviewee, do you think age matters? lower prices and relevant information in favour for convenience.
Yes, I also believe that age matters. An interviewee that is is younger for
example would also be more worried about convenience and probably
less about quality. For example, university students usually will buy
most of their groceries from Coles and Woolworths due to the to the
lowers prices combined with the convenience. This is due to their lower
budget and an unwillingness to search for relevant information. Due to
this many university students would not shop at retail stores like Harris
Farm Markets and Thomas Dux. On the other hand seniors would
probably be more concerned about prices and have a higher willingness
to shop around due to their increased leisure time. This might lead to an
older demographic at stores like Aldi. Similarly, seniors also have a
deep rooted sense of the importance of buying local Australian products.
For this reason, stores like IGA might experience an older demographic.

Brochure Design 25
24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Your Names & SIDs
Tutorial Time & Tutor
Interviewee’s Name, Age & Gender
Have you ever purchased food from retail
stores (e.g. Coles, Woolworths, David Jones,
Target, Myer)? If yes, please list what you
bought normally?
How often would you shop in a those retail
stores?
How much did you spend on food on average
per trip to a department store or a
supermarket roughly?
Before you decide to visit a food store, where
did you search for relevant information?
Would you please list all major food stores that
you know of? Which one do you like the best,
and why?
Which retail stores did you usually go to for
food, and why?
Which supermarket did you usually go to, and
why?
What do you usually buy from them
respectively? Please list categories.
When deciding which retail store to visit for
food, what do you look for when choosing (e.g.,
convenience, availability of certain products,
price, brands available, and etc.)? Why is it
important to you that the store has these
features?
Important: Please use the laddering technique to prompt
the consumer to tell you the key benefits/values that
they associate with those attributes. First, ask them to do as a mother in the household, also saving money on commute.
name an important attribute of the store, and then ask
them why it is important to them that the store has that
attribute. After they answer, ask them why it is
important to them that they get that benefit, and so on,
until you’ve found out a higher-level, more-abstract
motivation (e.g., self-esteem, peace of mind, safety)
underlying their preference for the attribute.
26
Yamato Toda, 12919801
16:00, Cecilia
Sanae Toda, 54, Female
Yes, for example yesterday I went to Aldi to purchase milk,
chips, broccoli, lettuce, hand soap, chicken breast, strawberry,
apple, banana and yoghurt. I also visited the local Asian shop to
purchase Chinese cabbage, thin sliced pork, minced beef and
tofu.
I would purchase from these stores one or twice every week.
I roughly spend $80-120 depending on the level of consumption
at the household per week.
I don’t really search for relevant information because I know
most of the prices in relevant retail stores and know what kind of
products are at each retail stores.
Coles, Aldi, Woolworth and IGA. I like Aldi the best because
with all the low prices, range of products, great quality and the
proximity to our household.
I go to a local Asian shop because it sells many products that
aren’t sold in major supermarkets and the fact that it is very
close from the household.
I go to Aldi for food usually because of the low prices, great
quality and weekly random products that make it enjoyable look
around. Also, it is very close the to the local Asian shop, making
it easy to purchase between the stores.
I usually purchase vegetables, meat, snacks and canned soft
drinks from the local Asian store. Then, I will move towards Aldi
to purchase produce items, toiletry, fruits, frozen food and nuts.
An important attribute is definitely the convinience of the store.
Aldi and the local Asian store is where I usually purchase
products for consumption at home and is perfect because both
stores are situated very closely to each other and also to our
household.
This certain attribute is very important to me because time is
very precious to me and being able to make more time due to the
convenience helps me to focus on the other tasks that I have to
Its also important to have that convenience because sometimes I
forget to purchase certain products, so being able to go back and
forward with the stores in matter of minutes, helps me reduce
time and money.
Brochure Design
!1
24202 Customer Behaviour: Consumer Interview Summary
Consumer interviews must be submitted to your tutor in week 4’s tutorial. Please also bring a copy for in-tutorial
discussion in Week 4. Please note handwritten assignments are not permissible and will automatically receive a zero
mark.
Have you heard of David Jones? Please
describe the general image of this brand.
Important: Try and get them to share insights about the
store in general and also what they think of the actual
products sold, target market, price, brand image, etc.
Do you like to shop at David Jones?
What do you like about David Jones in
general? What don’t you like David Jones in
general?
Do you know David Jones sells fresh food? If a
David Jones branded convenience store is open
in your suburb selling food, are you going to
shop there? Why/why not?
Please describe your image of the average
consumers who shop food at local convenience
stores.
Please describe your image of the average
consumers who shop food at Woolworths or
Coles.
Please describe your image of the average
consumers who shop food at Thomas Dux.
Please describe your image of the average
consumers who shop food at David Jones.
What are the differences among these groups
of consumers?
Brochure Design
Yes, I have heard of David Jones. When I imagine David Jones, I
see high-end products like clothes, perfume, shoes and watches.
I think the products sold at David Jones to have high quality. I
assume the target market to be around 25-40 years of age,
medium to high level prices and a very strong and good brand
image.
I do not personally shop at David Jones, unless it is to purchase a
birthday gift for a family member or friends.
I like David Jones for its range or products from fashion to
kitchen equipment, making it easy to shop when needed. I don’t
like how some of the products are too overpriced.
No, I didn’t now David Jones sold fresh food. If a David Jones
branded convenience store opened in my suburb, I may purchase
some products for special events as I imagine it to be high end
food products to be sold ad high prices.
More business men and younger individual like students who are
always on the rush to get to places that need a quick snack or
drink.
My image of the average consumer at Woolworths or Coles is
more mothers shopping for the family of normal products to
cook at home.
Consumers that shop at Thomas Dux, I feel are more wealthy
and have that more money to spare when purchasing items, due
to its supreme aesthetics of the buildings and atmosphere.
The average consumers who shop food at David Jones, I imagine
are more high aged business men to purchase gourmet products
to treat themselves.
I feel the difference between these consumers is that they all
have different motives when purchasing at these stores, some
will purchase due to hunger, convenience or price.
27
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