1.
Discuss your personal relationship with sushi. Use the data from the article on sushi’s growing popularity in the U.S. to compare/contrast your personal perspective.
2.
For what reasons has sushi become so popular in the U.S.? (Reminder, clearly connect to concepts in chapter 6 and 9.)
3.
Describe at least three
tactics or strategies that Kroger has implemented to become the biggest seller of sushi in the U.S. (Reminder of the reminder above.)
4.
Offer at least three
do’s OR don’ts (or combination for three total) for a supermarket that is planning to sell sushi in its stores. (Another reminder of the above.)
I don’t eat sushi very often but enjoy eating it. My aunt sometimes brings home sushi from
the supermarket for everyone in the family. It’s enough to eat for a family dinner. Otherwise, me and my family eat Vietnamese food. We usually have noodle soups and rice. Many other people buy sushi to eat. According to Kang’s article, U.S. retailers have sold “50% more volumes of sushi” in the past four years (Kang, 2023). Kang also mentions that sushi will become more popular among the younger generations in the U.S. (Kang, 2023). As a younger American citizen, my perspective contrasts this data. I rarely eat sushi. There are other foods I have more. It isn’t a regular dinner item for me. A reason for sushi’s popularity in the U.S. is because of food bloggers and influencers. They are reference groups that influence consumer behavior directly and indirectly. More precisely, a reference group is a person or persons a consumer “uses” for comparison of beliefs, feelings, and behaviors (Grewal and Levy, 2023). Consumers read food blogs and videos on the Internet and then learn more information about products, which then consumers will respond to themselves. They would consider if having the food enhances their lifestyles. Kang mentions that bloggers share recipes like the “sushi sandwich” (Kang,
2023). Food bloggers not only share popular foods online, but they also promote healthy eating. Different consumers may want to try sushi. As long as the word keeps spreading, sushi’s popularity will only grow.
Kroger primarily uses segmentation methods as tactics. One method Korger uses is the geographic segmentation method. Robinson, an electrician who loves sushi lives farther from restaurants but gets to enjoy sushi from Kroger (Kang, 2023). Kroger accommodated
its consumers from neighborhoods near its stores but far away from sushi restaurants. Knowing this, Kroger puts sushi in its store counters and anticipates greater sales. Another method Kroger uses is benefit segmentation. Kroger knows consumers want foods that are healthy and easy to prepare. Sushi checks the boxes for both. Consumers would benefit from having sushi. Lastly, Kogre lets consumers customize their sushis. Kogre uses another segmentation method called micromarketing. Micromarketing in
