Notesale: Turn your study into money

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Essay Plan
Introduction
Firstly, outline the claim that is being made
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For example; Supermarkets used to sell just food
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g
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(Information found on
pages 154)
Outline what is meant by supermarket power
Outline what is meant by consumer choice
Overall – This essay will examine and explore the claims made supported through
evidence
Main Body
Section 1
Paragraph 1
How do supermarkets exert their power?
Supermarkets that sell luxury items from various companies and what advertisement
techniques are used to promote these items
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(Chapter 6, pages 189)
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Paragraph 2
Through advertisement
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Sainsbury’s ‘Mog’s Christmas calamity’
Reference news article on how sales rose from the release of this advert, examine
why this might be
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How are luxury goods promoted and why do
people want to have them
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Evidence – Reference to newspaper article on Tesco club card and how sales have
rose since introducing this scheme, making it an effective way of consumption and
how this may ensure customers return
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Outline the argument, that supermarket power constrains consumer choice
Introduction
This essay will examine the claim that supermarket power constrains consumer
choice
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Individual shops for individual items, where consumers often
became friends with the owners of these small businesses due to frequent visitation
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2
percent of the UK grocery market
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The nature of this claim is explored
through consumers and the demands that there are today such as low prices, good
brands and updated fashion clothing
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Word count - 231

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How do supermarkets exert their power?
Supermarkets are finding new ways every year to expand their market share within
society, using powerful advertisement where ever possible
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In the early 1950’s, supermarkets that sold products from
various companies such as ‘Proctor and Gamble’, (Harvard and Revill 2014 [p196]
their advertising companies hired a Psychologist known as Ernest Ditcher, who
claimed that people may often feel guilty about purchasing luxury products, and that
the company needed to make customers feel that they deserved to have these
products
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Supermarkets compete seasonally, particularly at Christmas time with their funny, or
heart-warming adverts, which then people may share through social media or
through face to face conversation and create discussion
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This cleverly appeals to both children and adults, giving it two generational
audiences
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Perhaps it
was the laughter and warmth children received from this advert that made them want
to go to Sainsbury’s with their parents and purchase the ‘Mog the cat’ toy that
Sainsbury’s also began to sell
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This advert was well received, and
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from 12 weeks to December 6th, (Yahoo News, 2015) Sainsbury’s saw sales rise by
1
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Word count - 332

How are consumers lead to consumption in a supermarket?
Today in a consumer society, people are influenced by a variety of sources
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Celebrities may present these items, or present themselves through
reality television wearing these latest trends
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Sociologist Zygmunt Bauman
(Hetherington and Harvard, 2014 [p125] describes this group of people who are able
to conform and purchase luxury goods as the ‘seduced’
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Whereas as Bauman describes the people who are
not able to participate in consumption as the ‘repressed’
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The Majority of consumers may seek out
cheaper prices in order to conform effectively within society, so when supermarkets
like Tesco’s ‘F&F’ and Asda’s ‘George’ clothing lines, present the latest trends for
cheaper prices, it is no wonder consumers may choose to visit these stores
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Consumers may feel safer using a convenience store such as Tesco to
purchase one item, as most supermarkets sell possibly everything someone may
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need under one roof, which subconsciously may satisfy a customer’s convenience
even more if they remember something else they need whilst they are there
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When paying for their products, they have their club card scanned, and when doing
so, the club card stores the information of the items the customer has purchased like
a survey, which Tesco then use the information to process and eliminate items that
do not sell, from the items that do sell
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This
may ensure the customer returns, as customers may feel constrained as they want
to save money, and receiving vouchers are seen as a reward for choosing to shop
there
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In 2009, (Finch, 2009) when Tesco
reintroduced their club card scheme, their sales rose to 30
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6 percent the previous year
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We have
looked at the different ways advertisement has powerful effects on consumers, and
how they use different techniques to help ensure customers remember the adverts,
such as particular characters and presenting their adverts everywhere they can to
ensure they are memorable
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We examined the outlook from a
consumer perspective, that there is temptation exerted from supermarkets upon the

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society, through low prices and updated luxury goods, and how subconsciously
consumers may be drawn to the safety and the convenience of a supermarket
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(2014) ‘Supermarket power: Winners and losers’ in Allen, J
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‘Understanding Social Lives, Part 1
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MONEY WEEK
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[Online]
available from http://moneyweek
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and Revill, G
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and Blakely, G
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’ Milton
Keynes, The Open University
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(2015) Sainsbury’s triumphs over supermarket rivals as sales rise in
Christmas run up
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news
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com/sainsburys-triumphsover-supermarket-rivals-sales-rise-christmas-135802297
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Hetherington, K
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and Blakely, G
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Finch, J
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The Guardian
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Available from http://www
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com/business/2009/nov/10/tescowaitrose-win-market-share [Accessed: 21st January 2016]

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