Information for Marketing Decisions

It would be hoped that the focus groups would discuss the topics that would be of the most useful in understanding the potential customers for the wines sold by Waitrose. The focus groups are intended to improve the communication levels between the company and its customers.1. The focus groups could discuss the most relevant aspects of customer behavior:(i) The demographic factors that influence whether or not customers decide to buy wine. For instance, our customers in different age groups or income groups are more or less likely to buy wine or a certain type of wine.(ii) To discuss whether customers always buy one type of wine, or if they are willing to try a variety of different wines. Successfully predicting changes in customer preferences could be highly profitable.(iii) To discuss what motivates people to select Waitrose’s wines. For instance, do customers look for cost, quality, quantity, or good value to determine their wine purchases? Focus groups could also discuss whether special promotions or advertising affect customer preference.(vi) To discuss whether it might be worth considering if linking the sale of wine to other products such as meat, fish, and ready prepared meals would tempt more customers to buy wine from Waitrose even if they had intended to do so.(vii) To consider the promotion of Waitrose’s wine internally and externally through competitions and prize draws. Competitions and prize draw have frequently been used to promote particular stores and to attract new customers to buy specific products. For instance, competitions could give away prizes such as trips to wine-producing countries or the supply of expensive wines.2. To ensure that the focus groups came up with relevant and accurate research carefully chosen criteria would be needed to select the membership of each focus group. One simple method of obtaining potential members for the Waitrose wine focus groups would be to prepare.