(consumer behaviour ch.12-13)

1. Topic: Spinneys: a
supermarket for everyone?
Thanawan Nakwaree 12864241
Theerapong Theerahsapphawittaya 13056684
Phan Thanh Tra 12893525

2. Outline
• Introduction : Background information
• How diversity of population in Dubai can influence Spinney
marketing strategy?
• How people’s lifestyle influence on consumption behaviour in respect
to organic product?
• What is the most suitable lifestyle measurement and how it influence
Spinney’s market strategy?
• Conclusion

3. Background
• Spinneys is a supermarket chain in
the Middle East which begun as railway
provision merchants, and expanded to a
grocery firm importing British goods to
the Mandate Palestine.
• It is now owned by the United Arab
Emirates national and run more than 40
supermarkets all over the UAE.
• https://www.youtube.com/watch?v=LVKY
z0RTH7Y

4. Question 1
• Marketing managers are interested in population segments that
influence the consumption of their products.

5. Dubai Population
• Dubai’s population is estimated to grow an additional five per cent in
2014 from its current 2.2 million, according to the latest report from
Dubai Statistics Centre.
• The majority of people in Dubai are from Europe, Asia, India,
Pakistan, Bangladesh and more.

7. Question 1
• Explain how the diversity of population in Dubai might influence Spinneys
marketing strategy.
• Gender
• Age Segments
• Ethinicity
• Income Level

8. Gender
• About 75 per cent of the residents in Dubai are men with the ratio of men to
women reported to be 313 males per 100 females.(GulfBusiness,2014).
• Men are more dominant, assertive, objective and
realistic while women are more affected by the
environment.
Therefore, this can affect the Spinney’s store and shelf
placement.

9. Age Segment
• This can influence Spinneys marketing
strategy when the difference age groups
have different needs and wants. Spinneys
marketers can provide variety products
available for specific age group.

10. How age segment influences Spinney’s product ?
• As the target market of Spinney is working-age,
they may not have time to cook.
Spinney also provides the delicatessen fresh deli
counters.

11. Ethnicity
• The majority of people in Dubai are
from Europe, Asia, India, Pakistan,
Bangladesh and more. Therefore,
Spinneys supermarket import fresh
ingredient and food around the world
even the halal food. As well as Spinney
supermarket sell the local products.
• A consumer’s national origin can be a
storing indicator of his or her
preferences for specific food.

12. Income
• According to the case study
mention that Spinneys is one of the
high-end supermarket. Most of the
customers have greatest buying
power.
• Spinneys supermarket offers the
high quality of food to persuade
potential clients and build the loyalty
trough current customers.

13. Question 2
As consumers’ lifestyles change, so do their
needs for goods and services. Select a product from
one of the departments from www.spinneys-
dubai.com and explain the influence of people’s
lifestyle on their consumption behaviour with respect
to the product you have chosen.

14. Organic Department
Organic food is the food produced using
environmental friendly farming methods where
synthetic pesticides and chemical fertilizers are not
allowed or can be used but under some restrictions
(soil-association, 2015).
It can be called a chemical-free product.

15. Lifestyle
• Lifestyle simply means “how a person lives” (Pascale Genevieve,
2014). It reflects an individual characteristics which have been shaped
from their learning and experiences throughout their life.
• Lifestyle is determined and influenced by values, social class, age,
culture, household lifestyle, and etc.
• Lifestyle often provides basic motivation or reasons for purchase, and
most people are rarely aware of the role of their lifestyle in their
purchase decision. Different lifestyles have different consumption
behaviour.

16. Influence on lifestyle and consumption
behaviour toward organic products
• values – lifestyle is based on values that people value for
themselves and what value they receive from products. It
can be determined by measuring what is important in life.
• Social class – the group people belong to can influence
how their lifestyle will be looked like.

17. • Age - different generations can have different
consumption behaviour.
• Culture – People from different cultures can have different
consumption behaviour, and this behaviour always
changes throughout time period.
Influence on lifestyle and consumption
behaviour toward organic products

18. Household lifecycle and consumption behaviour
• Household lifestyle – is usually influenced by individual
lifestyles of the household members.
- Such that the couple with no child may have different
lifestyle on consumption compared with those couples
with children.

19. Third Question
What is the most suitable life
measurement for Spinneys in UAE?
How will the findings influence aspects of
their marketing strategy?

20. Types of life measurements
 1. VALS system
 9 segments based on the attitudes towards particular social issue
 2. Geo-demographic system
 People with similar cultural backgrounds, resources and
perspectives tend to have the same response towards a particular
issue.
 3. Roy Morgan system
 10 segments based on individuals’ attitudes towards a wide range of
issues

21. Spinneys’s marketing strategy
 “Value you can trust”
 Deliver to customers a pleasant and satisfying shopping
experience
 Deliver a WOW factor
  Focus on the middle and upper class who are willing to
spend money on not only the product but also the services

22. Roy Morgan system
appeal to a wide range of issues
 Young optimist
 Socially aware
 Something better
 Visible achiever
 Look at me
 Conventional family life
 Traditional family life
 Real conversation
 A fairer deal
 Basic needs

24. 1. Something better
 5~6% of the population
 Competitive and ambitious
 Search for better things in life
 Willing to expand budget
 They wont be satisfied by common standard of service and will
search for the better that Spinney provides

25. 2. Visible achievers
 15~20% of the population
 Work for stimulation and financial rewards
 Family-oriented
 Seek for quality and value
 Spinneys provides products with the best quality which can satisfied this types
of customers

26. 3. Look at me
 10~12% of the population
 High self-conscious
 Care a lot about their image
 Spend 100% of what they earn
 Huge potential customers, they will spend a lot of money on products with the
best quality or can improve their lives.

27. Possible Changes
 Focus more on these 3 groups
 Marketing methods that value the quality and services
 Marketing through various channels
 Differentiate the brand from other brand as a higher class
of service
 Appeal to the human emotions

28. Conclusion
• The diversity of the population in Dubai whether gender, age, ethnicity or
income influence the Spinney supermarket to sell many kinds of product. As
well as it leads to the supermarket for everyone.
• Lifestyle can be changed and transformed throughout period of time. It is
influenced by both internal and external factors, such as demographics and
culture.
• Using the Roy Morgan lifestyle measurement, Spinney can modify their
marketing strategy in order to appeal to its potential customers at the
maximum rate.

29. Reference
• Dubai Statistics Centre.(2013).Dubai population. Retrieved from
http://www.dsc.gov.ae/Publication/%D9%86%D8%B4%D8%B1%D8%A9%20%
D8%A7%D9%84%D8%B3%D9%83%D8%A7%D9%86%202013%20En.pdf
• Gulf Business.(2014). Dubai’s Population To Grow 5% .Retrieved from
http://gulfbusiness.com/2014/09/dubais-population-grow-5-2014/
• Soil-association. (2015). What is organic ?. Retrieved from
http://www.soilassociation.org/whatisorganic
• Pascale Genevieve, S. P. (2014). Consumer behaviour: implication for marketing strategy.
Australia: McGraw-Hill Education Pty Ltd.
• Youtube.(2010). Living in Dubai Feature: Spinneys . Retrieved from
https://www.youtube.com/watch?v=LVKYz0RTH7Y

30. QUESTION ???