On November 12, 2012 at 1:00 p.m. until 2:00 p.m., I went to Jackson Creek Shopping Center and observed the cereal aisle at Kroger’s. The cereal aisle is located in the middle of the store and it consists of three fourths of the aisle on the right side. There are approximately forty-seven different brands of cereal such as Cookie Crisp, Rice Krispy’s, Cheerio’s, Fruit Loops, Honey Combs, Trix, Kix, Honey Bunches of Oats, Cocoa Puffs, Captain Crunch, Lucky Charms and several others.
All of the children’s cereals are located on the middle two shelves of the cereal aisle within reach of a child in a shopping cart. I observed children grabbing the kinds of cereals they liked without their parents approval. The healthy cereals were located on the top shelves and don’t seem to get as much attention as the sugary cereals. The Kroger brand cereals are located at the beginning of the cereal in racks, they are family size bags. They are also laid out by pricing. The cereals that cost more are on top and decrease on by a small amount per shelf. There are four shelves of cereal in the grocery store.
Forty percent of the observed shoppers were favored to Kellogg’s in which a lot of Kellogg’s cereals target the children with sugars, thirty percent were favored to Kroger brand cereals which were mostly lower income families whom live with limited money to shop, twenty percent were favored to healthy brand cereals which targeted the healthy eaters and ten percent favored those who didn’t care about pricing, healthy brands nor were they worried about the company that made them. They knew what they wanted and went and grabbed it and were on their way.
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