The new Perry Bay Supermarket at Perry Bay, St. John’s has recently… The new Perry Bay S

The new Perry Bay Supermarket at Perry Bay, St. John’s has recently… The new Perry Bay Supermarket at Perry Bay, St. John’s has recently commenced operations in January 2021.  The mainly new complex, comprises of a new spacious, fully stocked supermarket, rivalling the more prestigious supermarkets on the island.  Being on the edge of the city, It is located close to additional shops, pharmacies, doctor’s offices, clothing stores, beauty supplies stores, banks and a credit union.  The complex is relatively near to All Saints rd. where at least two other supermarkets are located, though these are not as large and as well stocked.  This supermarket is an improvement over the former supermarket facility, which was established by Bargain Center Supermarket more than two decades ago.  Perry Bay Supermarket is located in the vicinity of several lower and middle income neighbourhoods and is directly on the route to the University of the West Indies, Five Islands Campus. An informal survey carried out by their Marketing Manager uncovered some disturbing findings. One respondent, a regular patron of the previous Bargain Center chain, identified the former supermarket as ‘consistently having inadequate parking, being a glorified shop with lacking inventory and poor/unimaginative merchandising (display) of goods and inadequate lighting.’ The same respondent however mentioned that the affordable prices was its best quality.  Nevertheless the management of Perry Bay Supermarket is optimistic about its ability to reach the various segments of supermarket shoppers, in spite of the economic recession and the increase in unemployment.  Perry Bay Supermarket has utilised a pricing strategy of charging below premium prices for the majority of its goods.  It is also very well stocked and has a selection to rival most high end supermarkets on the island. QuestionsThere are several strategies for attitude change. (a).    Outline these strategies (b).    Discuss how Perry Bay Supermarket can use these strategies to effect positive attitudes in  (a) lower income consumers living in the vicinity of Perry Bay Supermarket  (b) higher income consumers. Note:  In your answer justify why particular strategies may be more appropriate for reaching particular segments/types of consumers. Arts & Humanities Communications Marketing MKTG 3070 Share QuestionEmailCopy link