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This document summarizes observations from a study comparing the salty snack sections of Whole Foods and Walmart. It notes differences in aisle size, carts/baskets, product assortment, shelf space allocation, and variety between the two stores. Customer shopping behaviors and brand purchasing decisions are examined, finding that past experience, functionality, taste and price are primary influences over loyalty, environment, and nutrition. The document concludes with insights such as increasing specialty flavors and loud packaging to influence passive consumers, and marketing "Baked" options to address nutritional concerns.

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Project Abenaa Adjei, Eric Alexander, Mike Brandt, Erica Friedman, Nathan Yeargin
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Section sizes Whole Foods: Smaller aisles, baskets, small carts Wal-Mart: Wider aisles, big carts
Customer Service?
What is in the store?
Product Assortment
Freshness Wal-Mart Whole Foods
Salty Snack Section
?? Local Companies Represented ?? Organic, Natural Labels ?? Limited Shelf Space ?? Organized Display= Visually Pleasing
Salty Snack Section
?? Located among other “junk food” ?? Lay’s had the biggest “real estate” space ?? ~8th Aisle in the grocery section ?? Little representation of the healthier chip alternatives, such as ‘Baked’
Observations from Wal-Mart and Whole Foods ?? Size of the bags ?? Shelf Space ?? Organization ?? Variety VS.
Whole Foods Shoppers ?? The Richardson’s ??Stacy ??Josh
Wal-Mart Shoppers ?? The Hernandez Family ??Carmen ??Carlos ??Anita ??So?a ??Jacob
So what?...Now what? ?? Doritos is at an advantage ??Value of quantity
Surprising Consumer Decisions
Where is the Loyalty? ?? “Tried everything on the shelf” ?? “Eaten the chips since childhood” ?? Price vs. Flavor vs. Nostalgia
Ideas ?? There is a lack of brand loyalty overall in the chip market
Mini Bag= Large In?uence ?? Prior experience with the brand ?? Thickness of that chip
Ideas ?? Increase trials through mini bags
Brand Purchasing Decisions
Past Experience & Functionality ?? “I always buy them” ?? “I’ve tried everything at least once.” ??“I’ve bought these chips since I was in middle school.” ??“It’s easy to pick them among the other options.” ??“I tried them at work.”
Aesthetics, Packaging & Brand Imagery ?? Vibrant ?? Loud ?? Noticeable
Environment & Nutrition ?? “I wanted a healthy snack.”
Taste: A Primary Factor ?? “ They taste good, so I usually buy them.” ?? “ I just like the taste.” ?? “ Everyone likes them, so they’re good for entertaining.”
Ef?cacy & Price “They’re cheap.”
Implications & What Does It Mean? ?? Price? Number One Factor ?? Value ? Top of Mind ?? Taste ? So Basic ?? Nutrition ? This is a Problem! ?? Aesthetics ? Passive Consumers ?? Past Experience ? Habitual Buyers
Insights & Ideas ??Increase specialty ?avors ??Increase marketing for Baked ??Experiment with loud packaging

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