Consumer Behavior Concepts Guiding My Trader Joe's Voyages

I can say without embarrassment that I have returned to Trader Joe’s five times since my last blog post. I’m amazed at how I become more cognizant of how consumer behavior concepts apply throughout my shopping experiences with each shopping trip.

My Perception of Trader Joe's

Naomi's Perceptual Map of Grocers

As mentioned in my last post, Trader Joe’s has this perception problem that it is a high priced grocer, similar to Whole Foods, since the chain sells very health conscious products. I have created a perceptual map in order to graphically depict how I perceive Trader Joe’s in relation to other grocery stores (Babin/Harris). How does your perceptual map match up?

How Trader Joe's Guides Customer Attention

One way that Trader Joe’s provides exposure and draws attention to specific products is by creating sampling stations throughout the store. This brings various products within a close proximity of shoppers so that it appeals to their senses and the consumer has the opportunity to see, smell, and taste the product (Babin/Harris). There is always one permanent sample station near the back of the store that features some sort of food product and then has an adjacent coffee station. During peak times for shopping, such as a weekend afternoon, Trader Joe’s also has additional stands for sampling products throughout the store. I fell victim to these marketing tactics and had an immediately positive sensation when trying the pesto quinoa (the stimulus) with the breaded cod (Babin/Harris).  This sensation led to me purchasing a jar of the pesto, and will probably be added to my list of favorites! I am doubtful whether or not this particular product would have caught my selective attention had the strength of the stimulus been as intense as it was. 

Trader Joe's intensifies stimulus through drawing attention to specific product offerings

Also, keep it mind that if there is anything other than the products that are currently being sampled throughout the store, you are always able to ask an associate to try any given item (even wine if you are of age!). 

The Trader Joe's Crew Makes For A Smooth Sail

Another consumer behavior concept I noticed while my most recent shopping trips to Trader Joe’s is related to the message source. Typically retailers with low-paid employees see a lot of turnover and incur high costs to train new employees. Trader Joe’s invests a lot in their employees, and I have noticed firsthand the expertise, knowledge, and great attitudes of the employees that are drastically different from any other grocery clerk. During my most recent visit, I was staring blankly into the expansive wine selection when a Trader Joe’s employee approached me asking if I needed help. She asked me who I was shopping for and went through a checklist of preferences with me and was able to provide knowledge of not only the Trader Joe’s selection of wines, but wines from various regions as well. I perceived the employee to have strong product knowledge and a trusted source of advice on wine, and therefore believe that Trader Joe’s that establishes strong message source credibility (Babin/Harris). 

Trader Joe's Employee Benefits

More on how Trader Joe's values employees and increases productivity

More on Trader Joe's employee selection and careers

Sources:
Babin/Harris (2014) Consumer Behavior
http://www.theatlantic.com/business/archive/2013/03/the-trader-joes-lesson-how-to-pay-a-living-wage-and-still-make-money-in-retail/274322/
http://www.traderjoes.com/careers