Market Research Final Project

Week 7 EOC- Trader Joe's

Trader Joe’s started their company in the 50’s as small pop-up convenience stores on the west coast. It was a chain of convenience stores called “Pronto Markets.” In the 60’s the founder changed the stores name to Trader Joe’s and started doing business differently.
Trader Joe’s prides themselves on being able to offer value to their customers. They like to be different by always offering low prices. They don’t believe in sales or frequent shopper cards. Their motto: Great food+ Great price= Value. Trader Joe’s seeks out interesting and unique products for their customers. They offer ten new products every week. They are always trying to make the shopping experience fun instead of monotonous.
Since Trader Joe’s doesn’t do much advertising they use their newsletter as a form of advertising. Trader Joe’s has multiple locations all around the country but they don’t seem to be as popular as other large grocery stores. I think that Trader Joe’s has a great company and they could be a lot more successful if they conducted some market research to help them answer questions relating to why people might choose to shop at other grocery stores instead of theirs. I think they could conduct a simple survey throughout all locations of their stores that would help to better understand their current customer and also how to draw in new customers. This would improve their sales and overall awareness of the company to the world.
If I were in charge of designing the survey that would be conducted in the stores I would design a broad questionnaire that would answer one question for the company. Could we improve sales by spending more money on marketing and advertising? The survey I would create would look something like this:
Trader Joe’s Survey:
1. Do you read Trader Joe’s Newsletter?
a. Yes
b. No
c. Sometimes
2. Are you the type of person that pays attention to advertisements?
a. Yes
b. No
c. Sometimes
3. Do you wish that Trader Joe’s would implement a rewards club?
a. Yes
b. No
4. Do you buy all your groceries at Trader Joe’s or do you have to go to other stores also?
a. I buy all of my groceries here
b. I come to Trader Joe’s for specific products and I have to go to other stores for other products
5. Would you be interested if Trader Joe’s started offering coupons?
a. Yes
b. No
6. Would you be more likely to shop at Trader Joe’s if they offered sales regularly?
a. Yes
b. No
7. Why don’t you think other people don’t shop at Trader Joe’s?
a. They don’t know enough about the company
b. There is not enough locations for them to frequent one
c. They do not know enough about the product you offer
d. They don’t care for the products that are offered
8. Would you more likely to come into our store if you saw more advertisements from us through TV, newspaper, or internet ads?
a. Yes
b. No
c. Maybe
9. Do you like that Trader Joe’s doesn’t offer any sales and always has low prices?
a. Yes
b. No
10. If you are a frequent shopper of Trader Joe’s do you wish that we would start a rewards program for customers like you?
a. Yes
b. No