Today, I had the chance to go and look at Whole Foods. We had a purpose in going there to get Organic Raw Bragg's Apple Cider. We picked up two bottles and they just happened to be on sale and then I went to check out the prices and the gluten free section of the store as well. Living in the South, you run into a little detail that we have a better and continuing to get better selection of grocery stores. The usual fair is Winn Dixie, Aldi's, the gimmicky Cost+10's style stores and Publix and Whole Foods, Walmarts, Targets and Fresh Markets. Also, making an appearance are the Dollar Generals, Dollar Trees, and new Dollar General markets and Fred's with gas stations. Likewise there are the usual flavor of Warehouse shopping places.
Each store focuses on a different gimmick to get you in their store and begin their fight for your food dollars. I am going to list the different versions- first think of these two words that grocery stores are trying to convince you of when you shop there. QUALITY and BARGAIN.
A store that is trying to convince you of QUALITY doesn't worry about saying they have "competitive" prices or "bargains"- They instead imply to the shopper that their "services" are superior and that their products are as well. This type of store gimmick tells the shopper that they are better educated, and are willing to pay a little more for the better things. They also have tons of ready made deli dinners, lunches and huge bakery areas. After all, they know that people like you just don't have time to do the "little" things in life but are busy and they are here to help. They carry every type of vinegar and cheese and while it may be true that they try to sell luxury and pamper the customer, remember it is all an IMAGE that they are in fact selling. Image isn't cheap so they charge more because after all.....they have convinced you of what you think you want to be.
I will tackle the image of Bargain in another post.
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