The Grocery Industry:
A Marketing Analysis of Segmentation, Benefits, and Desirability
MMBA 6350-01 Fundamentals of Marketing
Dr. George Priovolos
Walden University
September 23, 2007
Table of Contents
The Grocery Industry 3
Executive Summary 3
Introduction 3
Conclusions 3
Recommendations 3
Dimensions 4
Traditional Store Shopping 4
Telephone and Online Shopping 5
Warehouse and Wholesale Shopping 5
Farmers’ Market 6
Convenience Stores 6
Benefits 6
Traditional Store Shopping 6
Telephone and Online Shopping 7
Warehouse and Wholesale Shopping 7
Farmers’ Market 7
Convenience Stores 7
Market Segment Characteristics 8
Desirability 12
Traditional Store Shopping 12
Telephone and Online Shopping 13
Warehouse and Wholesale Shopping 13
Farmers’ Markets 13
Convenience Stores 13
References 15
The Grocery Industry
Executive Summary
Introduction
The purpose of this report is to properly analyze segmentation, targeting, and positioning, which is central to the concept of marketing. This report will include information related to the grocery industry. One will see that there are very different aspects of groceries, including dire ...