Essay About Lowest Price And Demographic Profile

Shopper Trends Case Study Analysis
Cheryl Ng Xin YiA0143961ACase- Shopper TrendsAnalysisSheng SiongStore Equity: 1.1 to 1.5 from 2005 to 2006. This shows that Sheng Siong is having rapid growth in brand loyalty. Demographic Profile: Strong in Malays (14%), Weak in Chinese (69%), Strong in Blue Collar workers (23%), weak in PMEBs (25%), Strong in Married (84%), Strong in low to middle income (17% and 57% respectively)Loyalty Pyramid: High percentage of aware and trial, but going up the funnel it decreases Perception on lowest price: HighShop n SaveStore Equity: 1.0 to 0.9 from 2005 to 2006. Shows a decreasing trend and it is not optimistic.Demographic Profile: Strong in Chinese (69%), Weak in Malays (14%), Strong in Married (84%), Strong in middle income (57%)Loyalty: Very high percentage of awareness and trial, but decreases drastically going up the funnel Perception on lowest price: Fairly low, but top 4FairPriceStore Equity: 5.3 to 5.2 from 2005 to 2006. Shows that brand loyalty is very strong and that FairPrice is the dominant player in this market. Demographic Profile: Not particularly strong or weak in any segmentsLoyalty Pyramid: Shows a very encouraging trend with 59% of respondents as recommenders, and 100% of respondents as awarePerception on lowest price: Dominant and high RecommendationsSheng SiongCapitalize on lowest price branding The lowest price seems to be what consumers are actively looking for, so with such a positioning Sheng Siong can strive to emphasize it. Room for more brand awarenessNot everyone knows about Sheng Siong yet, they can increase spend on promotional activities