1. Consumer Behavior
Final Presentation
Presented by:
Samer El Sayed
Nehal Mohamed
Heba Osama
Hagar Osama
Karim Magdy

2. Real Shopping
Experience

3. 3
Cognitive Decision Making
Process

4. Problem Recognition
Sara recognized that she has to go to the grocery but she is too busy .

5. Information Research
I can go to the
hypermarket
I Can go or call
the market
near my home
I can go to the
supermarket

6. Going to a Hypermarket

7. Going to a supermarket
But there are NO
offers

8. Calling the market near
home
But I don’t
have Butter

9. Evaluation of alternatives
Attributes Rank Hypermarket Supermarket
Market
near home
Saving Time 1 POOR Average Average
Saving Effort 2 POOR Average Average
Getting the offers 3 Excellent Average POOR
Products Varity 4 Excellent Very Good POOR
Delivery 5 N/A Average Average
How to Pay 6 Cash / Credit Card Cash / Credit Card Cash ONLY
Use of Technology 7 NO Need. NO Need. NO Need.

12. Evaluation of alternatives
Attributes Rank STOP N' Drop Hypermarket Supermarket
Market
near home
Saving Time 1 Excellent POOR Average Average
Saving Effort 2 Excellent POOR Average Average
Getting the offers 3 Excellent Excellent Average POOR
Products Varity 4 Excellent Excellent Very Good POOR
Delivery 5
Excellent
N/A Average Average
How to Pay 6 Cash / Credit Card Cash / Credit Card Cash / Credit Card Cash ONLY
Use of Technology 7 Need. NO Need. NO Need. NO Need.

13. Outcome
13

15. Culture Systems
Ecology
Social
Structure

16. Culture Values
‫الجمعة‬ ‫يوم‬ ‫لمة‬
Friday is recognized by many Egyptians for being “the family gathering day”.
Should not be spent in the supermarket.

17. Reinforcement
Stop N’ Drop will use two types of reinforcement to deliver its
messages:
• Positive Reinforcement
• Negative Reinforcement

18. Positive Reinforcement

20. Negative Reinforcement

22. Fixed-interval: As STOP N’ DROP is powered by Carrefour so, we have a fixed events which we will be a
part of like “ Carrefour Anniversary, Cooking Event, Mother’s Day, Buy 2 get 1 Free, Summer Event,
Ramadan Promotion, Back to School, Adha Promotion, Chrisms “
Reinforcement Schedule
Q1
Bundle on the hot drinks
( Tea, Nescafe, ISIS
Drinks)
Cooking Bundle (Rice,
Oil, butter, Paste,
Tomato Sauce, eggs,
milk)
Mother’s Value Card ( a
card by a certain amount
that mum’s could be
what they want)
Q2
Prepare a deal with the
Chips to buy 2 and get 1
for free
Energy drinks hot offers
Yamesh Ramadan
Q3
Ifter – Ma3mool
-
Kids Juice
Q4
-
-
Grape and apple juice

23. STOP N’ DROP has the secret of the shopping. We are going to surprise our customers
by sending a gift set ( the most purchased items + Flower + Card ) in their birthday.
Variable Interval

24. Maslow’s Hierarchy of Needs

25. Need for Belongingness

26. Product
Involvement
Purchase
Situation
Involvement
A new brand to the Egyptian market,
so the consumer will love to explore
it.
- Stop n’ Shop will be the favorite
service for a lot of people as it will
make a difference in their life.
Stop n’ Shop get the consumer
involved in the purchasing
process, as buying their daily
grocery will be an experience by
itself.
Two ways of Involvement:
Customer Involvement

27. Segmentation
Demographics
• Females within age 25 - 45
• Higher grocery needs.
• Shopping difficulty due to
work.
• Average income.
Geographic:
• Females living in Cairo
• Familiar with technology.
• Highest population Density
Psychographic:
• Working females.
• Work-life balance.
Behavioral:
• Facilitate shopping
experience.
• Always showing up.

28. Targeting
• Digital Campaign:
– Most powerful tool to reach our target audience
– Social Media users tend to be the most familiar with technology
– Easy to hit the target through filtration.

29. Positioning
Stop N’ Drop aims to be positioned as “the optimum shopping
experience to save time, effort and enjoy offers.”

30. Product
Leadership: “
let the store
come to
people”
Operational
excellence :
Only 4
steps
Customer
intimacy :
“Drop Card
Customer Relationship
Management - CRM

31. Radio Ad

32. Thank you! 
Any Questions?