Customer and Buyer Behavior
Whole foods areorganic products that are produced by the Whole Food Company. WholeFoods are free from fats, flavors, colors, and preservatives. WholeFoods is determined to sell packed meat and milk that does not comefrom animals that are cloned. The company aim is to provide organicfood that is free from chemicals or genetically modified foods(Shepard, 2011).
Whole Food Companyproduces organic foods like hot dog sea monsters, pizzas, pumpkin andcauliflower among others. The price of the food ranges from $10 to$100, and it will depend on the need of the customer. Based on thefact that many supermarkets provide meat and milk from clonedanimals, whole foods will start selling the meat and milk that isfrom those animals that are not cloned.
Whole Foods websiteis http://www.wholefoodsmarket.com/ and shows a list of food that itis available to the customers. The website attracts the customerssince it provides some of the food that is organically produced. Thebrand name is provided, and the image of the food is clearly shown.The standardized food is available to the customers upon demand(Lester, 2010).
Whole foods haveestablished a partnership with growers, scientists and agriculturalartists who deal with pesticide data central (PDC) control. Thegrowers play an integral part in ensuring that they supply theirorganic products to the company. Scientists give the informationconcerning the locally produced organic materials whether it isgenetically modified. The pesticide data central (PDC) works with thecompany to enhance that the risk of used pesticide is neutralized anddoes not go beyond the certain limit.
Whole foods use thebrick and click strategy to make sure that their customers aresatisfied. The method is conducted online, and the customers can evenvisit there stores. Some of the stores that are nearby use onlinemethod of shopping are 91st and Metcalf, Galleria, Academy, Ann Arborand 119th St. the five locations use the online method of shopping(Skogen, 2013). Whole Foods has some store in large malls that makethe brand perform best in the market.
Targetmarket and website analysis
The target marketaccording to MRI+ shows that men and women are the key target marketwith 55% aged 25-54 years old. The 60% of the target market hold adegree in any field while 53% of them earn a $50,000 and above. Menand women who are aged 22 to 40 years like to be associated withnatural products and they aim for environmental sustainability. Thewebsite is visited nearly 100% daily indicating that it plays animportant role in attracting the target audience. The website has alist of the foods available making the customers from any location toaccess it through brick and click approach.
Whole Foods islocated in Texas, United States. The brands have been expanded in theUnited Kingdom and Canada among others. The target market of wholefoods is men and women of 22-40 years according to the MRI+. Both themen and women show they are actively involved in purchases based onthe fact that the use of brick and click is commonly associated withyoung people of age 22 -40. Women who conduct online shopping areabout 56% while men are about 44% of the target market. According tothe MRI+, it shows that the bachelor degree holders are 60%, and manyare employed (Paul, n.d.). It indicates that the employed individualswill take the food from the nearby stores since they are alreadytired, and they are the loyal customer to the company. The urbandwellers who buy whole foods are approximated to be 50%. Religion isnot a hindrance to shopping since all types of food depend on theculture one is brought in
Psychographicsand behavior aspects
Basedon VALs survey, the employees and the management work in a way thatthey embrace technology to sustain the customer need. Based on thefact that they care about the customers they are coming up with meatand milk that is free from contamination and cloning so that theywill obtain the positive image of the brand.
Thecustomer intentions concerning the meat and milk that is free fromcontamination and does not allow cloned animals indicates that it isthe best and the newest product. The whole foods customers like totest the product early enough and if it meets their requirements theybecome loyal customers.
Competition is verystiff in the field of food production. For example, the corecompetitors like Wal-Mart supermarket and Asda provide fast food intheir supermarkets posting a threat to the organic food supplier. Theorganic food may be costly compared with other foods making thecustomers shift to the competitors. The customers who know thebenefit of organic food cannot shift to the competitors based on thefact that they know the implication of eating food that haschemicals, like the color and other additives. Wal-Mart and Asdatarget the same customers like whole foods, but the best thing isthat whole foods provide organic food (John, 2009). Wal-Mart is thebiggest supermarket in the United States and has stores that sellfast food to the young and older generation at affordable prices.Asda also provide the same commodity though it does not sell theorganic products.
According to thecustomer report on the website they prefer whole foods since itprovides standardized organic food at affordable price. Quality andhealth of individuals is paramount, and this is the reason wholefoods are organically made and eliminate any chemical additives.
The consumers aretreated special since they have a certain specific characteristics.The prices and the technology used especially in the purchasing moodmake the customers feel special. For instance, the customers purchaseand they wait for the food in their homes indicating that they areconsidered special. Due to the lifestyle the men and women who arefrom the United States and other part of countries lives in the urbanareas. The organic food is easily accessible upon buying using thebrick and click strategy. Based on the fact that the potentialcustomers who are aged 22-40 years many are in school and other areworking class individuals they are used to the lifestyle. They justneed to order and within the next hour the organic food is on thetable and the cost is not too high. The secondary target markets aremen and women who are in colleges. They are people who live in theurban areas, and they are from different countries. The interest thatthey have relating to the brand is health and environmentalsustainability.
The MRI+ tool thathas been used to provide the resources about whole foods is acredible tool since the company is able knows the actual percentageof the customers that visit the company. Additionally, the tool showsthe target market clear and thus one can satisfy the consumer need.The next is the VALs survey since it helps the management and theemployees to provide what the consumer want instantly.
John, K, (2009).The U.S. market for whole and other grains trendsand developments. Rockville, Md.: Packaged Facts.
Lester, D. (2010). How they started in tough times. Richmond,Surrey: Crimson
Paul, J. (n.d.). Whole foods market — a communication plan toengage the German market. Los Angeles, California: University ofSouthern California.
Shepard, J. (2011). Food: Cafes, markets & eateries. NewYork, NY: RSD Publishing.
Skogen, D. (2013). Boomerang!: Leadership principles that bringthe customer back. Green Bay, Wis.: 9th Street Publishing.