Retailing Assignment Example | Topics and Well Written Essays - 4000 words

Retailing - Assignment ExampleDynamic economic conditions have compelled the leading retailers to re-evaluate the strategies related to the marketing channels. The varied altering trends in marketplace lineage retailing have created various opportunities for the suppliers and the manufacturers. With reference to the competitive market scenario, the retailers have enforced certain strategies and advanced plans as regards to the consumers behaviour (Memedovic, 2010). Company Information Tesco is considered to be the one of the biggest retailers in the global perspective. In the year 1997, it had established itself as the one of the prominent and trusted names in the field of grocery retail. Tesco represents the largest online grocery business it targets its customers on the basis of purchase behaviour. The opportunities provided by Tesco within the websites facilitate to meet the requirement of its target consumers comprising the younger audience as well as the wealthy family audien ce (Datamonitor, 2004). J Sainsbury plc represents the parent as well as the host company of Sainsburys Supermarkets Ltd. It represents the third largest supermarket chain within the United Kingdom. It has enforced and executed certain strategies along with plans that ensure the sustainability within the competitive market scenario. Sainsburys vision is to be a trusted retailer (Irish Food Board, 2011). In accordance with the retailing business, the objective of the study is to compare and contrast between Tesco and Sainsbury with respect to their performance in various areas. The respective areas include computer memory format, store design, advertising and promotions, customer segmentation and multi-channel platform. In this study, Mehrabian and Russells approach-avoidance model will be applied. This model represents the effects of the store environment upon the consumer behaviour. In accordance with Mehrabian and Russells approach-avoidance model, it has been further revealed t hat it lays furiousness upon nonverbal responses related to environmental factors that act as a major determinant of change in behaviour. Comparison and Contrast of Tesco and Sainsburys Performance broth Format The store format of an organisation has profound impact on the purchasing decisions. In several instances, store halo, interior design and overall store environment particularise the reaction of customers with respect to product purchase and consumption. The store environment comprises certain indications, messages and propositions to the customers. It can enhance the positive feeling and direct the expect consumer behaviour such as high inclination to purchase or longer time to stay in retail store (Gilboa & Rafaeli, 2002). Store atmosphere is a vital component of image of an organisation. For several retailers, aspects such as store layout, colour, lighting and music among others help to influence the buying behaviour of customers. They determine the selection of custom ers about the store to patronise. However, since the