| Show t i 2B Standard-Examin- Wednesday Januacy er 6 1S33 HorizonsFood n Evening Classes Now Starting! Financial Aid Scholarships Available m 1QS5 PERM WAVES With Kn'g'il B can stick to their list are on a tight budget or have great will- dder Nejvspapers FORT WAYNE Ind — “Attention shoppers! Today's instore bakery feature is chocolate chip cookies Mmmmmmmm Take a whiff Can't resist can you? Now follow your nose to the bakery and buy some cookies And blueberry muffins And cof- power” Kroger stores are designed so the customer's first stop is fresh produce a “glamour department” and the most visually striking section of the store “Research has shown the appearance of produce will affect sales throughout fee cake” You’ve never actually heard the store” Barnett said Studies also show customers this announcement in the grocery store but the spicy-swearoma spend the most time in the first wafting from the bakery carries departments they enter so retailet ers lead them early to departments such as produce deli and meats which are a su- the same message: “Buy me” Irresistible smells are among the more obvious retail inducements calculated to make you stray from your shopping list Lights colors store layout even a product’s position on a shelf can affect buying habits “There's a lot of psychology to it” said Gary Kaiser vice president of Retail Planning Associates in Columbus Ohio His company designs stores for Kro- high-mark- permarket’s profit centers “That's where the grocer makes money” said Bill Rogers president of Rogers Markets light-color- ed Those departments are given extra attention They almost always are on the store’s perimeter or race track it's nearly impossible for a shopper to make a circuit of the store without passing through them Ceilings often are lower in specialty areas “It creates an intimacy situation" said Barnett Customers feel they arc in a small shop not a huge supermarket The message is: Buy it here not at the neighborhood bakery deli or butcher shop said Nick Ciocca Scott’s vice president for store operations Lighting in specialty areas has a purpose too said Bob Gorski of Studio 70 the Eden Prairie Minn design firm responsible for the new Rogers Market at Du ger Co Supermarket psychology can be divided into two categories: devices that make shoppers feel comfortable such as soft wall colors and gimmicks that make them buy more such as tie-i- n displays pairing say canned tomatoes and kidney beans The customer thinks “chili" and buys all the fixings - “We’re giving you every opportunity to spend more dollars than you want to spend” said John Barnett Kroger’s Midwest public relations director “People who indictment" Year The National Enquirer reported that among the warning signs that is from another plan- From IB a en little flavor aroma or nutrition The National Barbecue Association announced that Boston Red Sox slugger Wade Boggs “ eats an entire barbecued chicken before each game” We wondered whether that was with or without bones Wade? The Oscar Mayer meat compaculny addressed a crisis by blessing the inary marketplace with their new frank that “fits the bun bite for bite” At Boulder’s World Affairs Conference writer Molly Ivins commented on Cajun food: “I 'wouldn’t eat anything from Louisiana half the state is under water the other half is under French fries with a spoon” A survey of ethnic restaurants in America conducted in 1987 included a remarkable 53 Armenian 39 Yugoslav 36 Arabian 36 Ukrainian 31 Argentine 31 Moroccan 27 Pennsylvania German 26 Mediterranean 25 Indon 16 nesian 17 Turkish 15 New England 15 Persian 14 Brazilian 14 Israeli 12 Belgian and 7 Hawaiian restaurants 1987 was the year that the cost of a hamburger ordered at New York City’s trendy “21” restaurant rose to a whopping $2275 That’s without beverage or tip And in case you were wondering how a La Petite Boulangerie long-standi- bun-leng- th -- g I - er et is “strange diet or alien eating habits Space aliens might eat French-Canadia- r rL pont and Coldwater roads Incandescent lights sometimes are used to enhance the colors of produce and meat he said: oranges look Granger rib eyes redder Outside the “boutique" areas designers strive for a calm comforting atmosphere “The more comfortable you feel" said Studio 70’s Gorski “the more you're going to take and come across your time some of the impulse items” Wall colors and light levels have been softened Music masks the racket of air conditioners and generators Floors are to give a clean appearance “We used to always have a dark floor which is great for maintenance” Rogers said “Now you want to go for a d floor to brighten things up” Following shoppers’ natural tendencies most grocery stores are that is the customer is led right as he or she enters the store That feels more comfortable because most people d are and because we drive on the right side of the road Kaiser said Shelf position also plays a role in buying habits Shoppers tend to see products at eye level first As parents have noticed nowhere is the tendency more exploited than the cereal aisle Adult cereals such as Natural Bran Flakes are on the top shelf Fruity Marshmallow Krispies are at toddler light-colore- “right-hande- d” right-hande- height It’s the same in the vitamin sec iff Vi V1 OGDEN - 2971 Wash Blvd ROY - 5523 S 1900 W 392-575- 825-380- Another inducement is the said Bill Rogers The grocer puts up a sale display of a product such as Ritz Bits crackers and next to it a display of nonsale Kraft cheese spread The customer succumbing to the power of suggestion buys both Window Quilt SHADES INSULATING Window Quilt Cuts Up To 79 Of Normal Heat Loss Even With Storm Windows Rogers Ciocca and other retail- ers emphasize that shrewd marketing is only part of a successful business formula that also includes competitive prices clean and conveniently located stores friendly staff and quality merchandise But with fierce competition supermarket operators can't afford to ignore any strategy that will help them sell more And marketing is potent stuff indeed Snyder can testify to that She had no intention of buying an apple coffee cake on a recent trip to VV Pattern Choice Fashionable Colors Custom Valances Motorized Controls VA Scott’s But the aroma from the bakery broke down her resistance “Ultimately” she said with a wry smile “they can get to us” — 1 'Dmpini'htmots & SorWrest four in 1971 were in order of muffins just down the street from preference steak fried shrimp a Mrs Field’s cookie store the La fried chicken and roast beef And a Gallup poll revealed that Petite Boulangerie chain of 125 Mrs 87 was outlets percent of the food taken bought by home from restaurants in “doggie Field’s from Pepsico in April bags” is eaten by the masters not We may talk gourmet and tout the dogs low cholesterol but the four leadFinally our diet quote of 1987 would serve as well for 1988: ing entrees in America in 1987 "For goodness sake I am a typical according to a survey in the reInstituand and I'd Restaurants overweight American spected tions magazine were in order of like a diet plan which allows me popularity fried shrimp fried to remain a lazy pig Thank you — Opus the penguin chicken steak and baked ham from “Bloom County” We have come a wavs The top bakery cafe can sell Mrs Field’s sza&w 399-47- m WITH A AND A CHECKUP CHECK m m m m m m I AMERICAN CANCER SOCIETY Wieners Bologna Oscar Mayer Meat Beef Cheese Meat or 16 oz oz Oscar Mayer Meat or Beef or Beef $l09 $79 Thanksgiving Christmas and New Years have all come and gone Food fun and parties can sure take their toll But now it’s time to take a closer look at your diet and get in shape with a good Variety Pack Bologna Oscar Mayer Meat Thin Beef 12 oz oz Oscar Mayer Ham Round Square 12 S219 exercise program Here’s your chance to get your fitness resolution started at an affordable price r Beef Cooked Ham Variety 6 oz Oscar Mayer Pack 1169 i 12 oz Oscar Mayer $229 Just c 19 ’’ In 1988 For will 7 5 MAKE YOUR WINTER WARMER tie-i- n Make a resolution to get in shape V or Joan 8253806 Painter’s Colleges Incorporated where E Complex in a brown bottle is up high and Smurf Chewable Vitamins are down where kids can get them Edwina Snyder assistant professor in Indiana University-Purdu- e Fort Way ne’s department of consumer and family sciences said retailers entice shoppers to buy appealing but unfamiliar products by providing recipe cards and videos on how to prepare them tion The Party’s Over i i es $175 HAIRCUTS Cal! Doug 1988 ?ti your membership started Kosher Pickle joining fees deterred over 3 months"! 32 oz Claussen VUiole or Halves member-hi- p Cooked Ham 12 oz Oscar Mayer $329 Call Today 479-650- 0 i' fs-- wsssmMKtCHUB fsrgrm fi f: "YAP O - Bacon Sliced t rrr - fJT 16 oz t Turkey - Bacon Nuggets Oscar Muver Chets Pantry $939 $298 Prices Effective Jan 6 iil&h 6 CLUB a a a marketing & management SUWiCtS H C INC Li — lb Jan 12 1988 aaaaaaaaaa a a f |
