Migros Case Study

Recommendations

Now, we want to indicate survey solutions with analyze it and then develop recommendations, as be creative and objective towards topic.

Solutions, which created, negative perceptions towards Migros Türk Tic. A.Ş.:

• Price sensibility
• Quality and Price relation
• Location
• Distribution of Stores
• Lack of Discount Days and Promotions

With re-reading and reviewing consumer behavior lectures, we start to develop recommendations.

Solution 1: Location and Distribution Of Stores
Target: Housewives When we did a survey with housewives, we mentioned that many housewives complained about location of Migros that is not accessible for them. As a company, they can focus on opening small market stores like bakkal instead

These novelties enable its customers to increase their satisfaction level and Migros has started to reach desired level of this segmentation. Due to increasing customers’ satisfaction, Migros should increase opening number of these stores, according to our studies. And also, Migros can do advertisements about this creation of store by emphasizing on “low price but the same quality in small and warm store”. This message can affect Migros’s perception as a high price with distributing different kind of store segmentation. The target of these stores can be people who are live in district (on street) and complex and price sensible ones. Because these stores’ design can be liked a bakkal with product diversity and friendly workers. And also, Migros can hold on “customer service car” in order to enable customers to go to their homes after shopping in Migros. This free implication can affect customers’ satifaction level in a positive way.
We think that the increasing number of Mjet stores would create different segment and close relationship with customers. Migros would be close to its customers and potential ones by reopening this type of stores in small field in

High price gives an image, as the product is “quality”. But, in F&B sector is basic for human life. So, people give importance price and quality at the same time. Hence, Migros experience problems with this issue so Migros would change this price strategy by adding some promotions tools, enhancing discount days, and applying shopper marketing strategies and developing augmented part of product.
As decreasing high price perception of Migros, that company would study on this topic by increasing promotions tools and discount days for “house views” especially Migros would do promotion on cosmetics (personal care products) and house related products in order to attract women targeted. And also it can be attracted for young people. Migros does not have any problem with core products, but in actual part they offer high price that leads to customers’ dissatisfaction. Due to increasing customers’ satisfaction, in the augmented part they should offer customers warranties and customer care which means when they buy products, such as meat and while cooking if they meet the problem, they could delivery back. This process can create reliability and consumer care-oriented approach. And people can think “Migros is expensive but we can rely on and we can enjoy with shopping