Buyer behaviour

BUYER BEHAVIOUR
TESCO PETROL STATION
CANNON PARK
INTRODUCTION
• Tesco Petrol Station – small shop/forecourt
adjoining Tesco Supermarket.
• Serves approx. 5000 customers per day.
• Sells petrol and a range of other goods :
Food items
Newspapers / Magazines
Car products
Cigarettes / Pharmaceutical goods
• Customers include most consumer groups.
FLOOR PLAN
TESCO’S PETROL STATION
• TPS can only be found near TESCO
superstores.
• TPS own customers:
– “Driving” customers
– “Hurrying” customers
– Customers in need of car products e.g. de-icer
• Predominant influence of TESCO
style in:
– TPS marketing style/outlet layout/atmosphere
– TPS management
– TPS consumers  Customers who come from TESCO
TPS: Customers buyer
behaviour (I)
• Customer Origin: “Business Park”
and University of Warwick
• Main objective for the different
types of customers  Buying petrol
• Parallel objectives for some types
of customersStore purchases
(examples):
• Forgetting items in their supermarket purchases
• Impulse buys (newspapers,Kit Kat)
TPS: Customers buyer
behaviour (II)
• Features of the purchased
products:
• Individual, packaged and small-sized
• Low-involvement products: respond to daily
needs in different categories (food, cigars, car
products)
• Same prices but narrower range of brands than
TESCO
• Features of the purchase itself:
• Impulse purchase
• Means of payment: the same transaction =
positive influence for the store purchases
INVOLVEMENT AND BUYING MOTIVES IN A CONSUMER BEHAVIOUR FOR A TESCO PETROL STATION
Think
Feel
Snacks, flowers, cigarettes,
car purchases
Involvement
HIGH
Petrol
Feel
Think
Buying Motives
TPS: Physical store attributes (I)
• Size: Small store and outlet
because of quick purchases
– One individual way in/way out
– No free space to leave cars after buying
petrol
– Neither toilets nor stock room
• Staff:
– Petrol is self-serving, so only 2 people
(provided by TESCO) needed in store
– Few service requirements
TPS: Physical store attributes (II)
• ‘Tesco’ feel – shelving, price tickets, lighting
• 3 different colours for each sort of petrol
• Some products are placed outside to attract
customers (newspapers, flowers)
• Importance of “In store-stimuli”
» Bright
» Colourful (products)
» Easy – facilitates quick decision making
• Space is maximised with high shelves
» Low-involvement products displayed
» Impulse buys next to the cashier
• Layout – poor visibility of interior, wasted space by
tills
• Sober atmosphere
» no music
» no lively colours
» Small / cramped
Management Perception:
Stock
• Branded goods – easily recognisable, main
lines.
• Tesco own brands.
• Small range – no special offers, no Tesco
Value range.
• Responsive to customer demands (goods).
• Convenience goods (cigarettes, sandwiches,
drinks, milk …).
• Typical garage stock (flowers, de-icer, logs,
oil…)
• No storage of goods, directly from
supermarket.
Management Perception:
Individual Differences
• Consumer Resources : Time
Money
• Motivation & Involvement : Convenience
Limited Decision Making
• Knowledge : Petrol lowest price
Tesco brand / Clubcard
• Attitudes : Brand loyalty, customer service,
convenience
Management Perception:
Individual Differences
• Personality : only main line goods
» Basic
» Quick
» Easy
• Lifestyle : on the go, commuters,
forgetful, impulse buyers…
• Demographics :
– Age
– Locals – residents, workers, students
– All – no particular focus
RECOMMENDATIONS
• Change layout – move tills, customers have
to walk past more stock, more spacious, drivethrough.
RECOMMENDATIONS cont.
•
•
•
•
•
Access – slip road for passing traffic.
Outlet needs to be clean.
Reposition products more carefully.
Offer some discounts.
Better usage of the sales force: more service
provided.
• Phone and public toilets.
• Increase the variety of products available.
• Separation of products – foods & car products.
• Selection of products to sell based on data.
RECOMMENDATIONS cont.
• Increase visibility: Sign
Screen
Receipt
• New technology – push promotion
• Closer image to Tesco: Name
(Mini Tesco)
(Quick Tesco)