Whole Foods is a grocery chain specializing in organic and environmentally responsible grocery items. Though their products are priced significantly higher than those at other chains, Whole Foods employs various consumer motivating tactics to keep customers coming back to their stores.
One strategy used by Whole Foods is educating the public on the dangers of Genetically Modified Organisms (GMOs). GMOs are organisms or products which have DNA which has been unnaturally altered, quite often in a lab. Whole Foods educates the consumer on the dangers of consuming GMOs, which instills in the customer a level of trust. At the same time, Whole Foods advertises its commitment to providing natural, whole foods rather than the GMOs that other grocery chains carry.
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"Consumer Motivation And Whole Foods".
Another strategy that Whole Foods employs is giving back to the community. Whole Foods is committed to serving the communities in which their grocery stores exist. For example, Whole Foods regularly donates food to local food banks. In addition, Whole Foods hosts days where a portion of the proceeds made in the store are donated to local charities. Such practices are significant as customers are more inclined to shop in a store that benefits the community and gives back to charity regularly.
Whole Foods also makes a commitment to providing the highest quality product. As expressed on their website, Whole Foods strives to select and stock only the best quality produce and other grocery items, ensuring that customers are receiving fresh produce and other grocery items. Providing a quality product ensures customer satisfaction as well as repeat business.
Additionally, Whole Foods appeals to its employees to provide excellent customer service through the classical theory of motivation explained within Maslow’s hierarchy of needs theory. At the most basic level, Whole Foods provides employees with a livable wage through which employees may purchase their basic needs: food, housing, clothing, etc. At the safety level of the hierarchy, Whole Foods is a secure company with a bright financial future. As such, employees at Whole Foods can enjoy a high level of job security. At the love/belonging level, Whole Foods develops a friendly and encouraging work atmosphere where employees are supported by one another. At the highest levels of the hierarchy, Whole Foods encourages employees to think for themselves and employ their creativity in improving the company. As such, Whole Foods develops a positive and secure work environment which is reflected in the way in which Whole Foods employees conduct themselves.
Overall, the success of Whole Foods can be attributed to employee satisfaction, appealing to the ethical and moral consciousness of the consumer, as well as through educating the consumer on the benefit of the products that Whole Foods carries.
