Kroger is a grocery store chain that has been around for over 100 years. Kroger has a very diverse target market, which can be attributed to its expansive offerings and reasonable prices.
People like shopping at Kroger for its one-stop shopping convenience, as the store offers a wide variety of items including groceries, health and beauty products, clothing, and home goods.
In this article, we will review the Kroger target market and understand who shops there and why.
Who is the Kroger Target Market?
To best understand the Kroger target market, we need to ask ourselves why people shop at Kroger as opposed to at other similar stores like Whole Foods, Safeway, or Wegmans.
The Kroger target market can be divided into the following consumer segments:
- People who like a one-stop shopping experience
- People who live close to a Kroger store
- People who like the convenience of shopping at Kroger
- People who like certain items specifically sold at Kroger
- People who like plenty of options when they shop
- People with special dietary restrictions
- Families doing groceries in large quantities
Let’s look closely at each of these customer segments of the Kroger target market.
#1. People who like a one-stop shopping experience
One of the benefits of Kroger is that it offers a one-stop shopping experience for its customers. Kroger stores typically offer groceries, health and beauty products, clothing, and home goods all in one location. This is convenient for Kroger customers who want to get all of their shopping done in one trip.
This can be beneficial for Kroger because it allows the store to capture a larger percentage of its customers’ spending. Kroger can also cross-sell and upsell its products to its customers more effectively when they are already in the store buying other items.
For example, Kroger may place health and beauty products near the entrance of the store so that customers see them as they come in. Kroger can also place impulse buy items near the checkout so that customers are more likely to buy them on a whim.
#2. People who live close to a Kroger store
Very often one of the main reasons people shop at a certain grocery store is because it is conveniently located. This is equally true for Kroger.
These people may not care so much about Kroger as a brand or the products that are sold there but for them, it is a question of convenience. If Kroger is the closest grocery store to their home or workplace, then that is where they will do their shopping.
For instance, if someone’s out of toilet paper or is looking to buy a roll of kitchen paper towels, they may not want to go all the way to a larger more expensive grocery store that is a 20-minute drive away when they can just pop into the Kroger store that is a two-minute drive away.
So, people in proximity to a Kroger store are automatically a part of the Kroger target market.
#3. People who like the convenience of Kroger
The convenience of shopping at Kroger isn’t limited to its proximity to a shopper’s home or office. Many people like Kroger for the way the aisles are set up and how easy it is to find what they are looking for.
Kroger stores have very clear layouts that make them easy to navigate. The aisles are wide and well-lit, and the products are organized in a very logical way. This makes it easy for shoppers to find what they need without having to waste a lot of time walking up and down the aisles.
In fact, convenience in all its forms, is one of the 5 Cs with which customers judge the quality of a supermarket. The other Cs are Cost, Choice, Cleanliness, and Condition.
So, Convenience is one of the reasons that many people become a part of the Kroger target market.
#4. People who like certain items specifically sold at Kroger
Many people go to the same grocery store because it carries a specific item that they really like. This could be a certain type of cheese, a specific brand of coffee, or a particular kind of olive oil.
And often, if they do not find this item, they’ll just turn around and quit the grocery store.
For some people, the fact that Kroger stocks a certain item is enough to make them do their grocery shopping there, even if they could get a better price elsewhere.
These people may not shop for everything at Kroger – they may still go to a different store for their meat or produce, for instance. But if Kroger is the only place that stocks a certain item that they really like, then that is where they’ll go to buy it. And when they’re there, they’ll likely pick up a few other items as well.
#5. People who like plenty of choices when they shop
Choice is one of the 5 Cs that we saw earlier in this article. Many people, when they shop, like to have a lot of different products and brands to choose from. Kroger offers this in spades.
Kroger is a very large grocery store chain and, as such, it has the buying power to offer its customers a huge range of products. Kroger stores carry everything from produce and meat to health and beauty products, from Kroger-brand items to name-brand items.
It is safe to say that no matter what a shopper is looking for, chances are they’ll be able to find it at Kroger. And that is one of the reasons why people become a part of the Kroger target market.
#6. People with special dietary restrictions
Dietary restrictions are now more common than ever, and this is a target market that Kroger is very well-suited to serve.
Kroger carries a wide range of products that are suitable for people with special dietary needs, including gluten-free, dairy-free, and vegan options.
For people with dietary restrictions, it can be a challenge to find a grocery store that carries the items they need. But Kroger makes it easy by stocking a wide range of products that cater to a variety of different dietary needs.
This is a very important consideration for a lot of people, and it is one of the main reasons why they choose to shop at Kroger.
#7. Families doing groceries in large quantities
Many families choose to do a big grocery shop once a week or once every two weeks, and Kroger is a great option for this.
Kroger stores are designed to make it easy for shoppers to buy large quantities of groceries. The aisles are wide and there is a lot of space for shopping carts. This makes it easy to get everything you need in one trip, without having to make multiple trips or carry a lot of bags.
Kroger also offers a wide range of products that are perfect for families, including a large selection of pantry staples, a wide variety of frozen foods, and a wide range of fresh produce.
Also, because products at Kroger are reasonably priced, it is easy to stay within a budget when doing a large grocery shop. This makes families with large grocery needs a Kroger target market.
Conclusion
People shop at Kroger for many different reasons and one of the best ways to understand the Kroger target market is to understand these reasons and understand shoppers’ motivations.
The Kroger target market includes those looking for a one-stop shopping experience.
Another reason people shop at Kroger is for convenience. This could be because they have a Kroger store close to their home or work. Or because they appreciate the way Kroger lays out its products and aisles making it easier to shop.
Many people will shop at Kroger because they like a specific product sold there – this could be cheese or a wine brand or even a jar of peanut butter.
People who like to have a broad selection of products to choose from are also attracted to Kroger, as are those with special dietary restrictions who find specific products for their needs.
Finally, families doing groceries in large quantities also shop at Kroger. The reasonable prices at Kroger make it easier to shop in bulk and stay within the family food budget.