More and more people are college-educated, but their incomes have not increased significantly. This group of consumers with "Higher education but low income" pursue a tasteful lifestyle, have requirements for food, and do not love frozen or canned food.
2. Frequent cross-border travel: the invention of the boeing 747 jet made it easier to travel abroad, and consumers were exposed to foreign cultures and willing to try exotic cuisines.
So joe changed the name of the store to trader joe's in 1967, redecorated the store in a resort style, had the staff wear hawaiian shirts and imported some exotic food to sell. This transformation has indeed differentiated itself from 7-11, and successfully cultivated a group of customers who like early adopters.
But after a while, inflation occurred in the united Illustrator Art Work states, and consumers reduced their spending, which led many supermarkets to reduce purchases, especially perishable fresh food such as eggs and milk, and the performance of trader joe's was no exception.
One day, a troubled egg farmer visits joe, hoping that joe can buy his unsalable oversized eggs. Because the customers who pay close attention to the baht only buy ordinary-sized eggs in the supermarkets that sell by weight, and the remaining large-sized eggs cannot be sold, the supermarkets no longer buy large-sized eggs.
So joe bought the eggs at a discounted price, and then used a "Price by piece" method to promote it. Customers find that they can buy larger eggs at the same price, and the strategy of upgrading without increasing the price has attracted consumers who spend during the holiday season, and business has improved.