Variations in Cornbread Brands across Horizontal Dimensions for Food Product Retail

The aim of this final chapter of the research module is to study the price variations across the horizontal dimensions of the market of cornbread mix flours. The retail category of the chosen product is cornbread flours with the two selected venues being Walmart and Wegman’s store. The mix refers to various formulations of wheat flour processed mainly for baking in general use or special populations, like gluten hypersensitive individuals. The physical attributes, bundled services and attributes, and perceived characterization of the products have been outlined in table 1 and 2.

Some of the attributes that specifically identify these products include size, cost, amount of gluten present, and ease of preparation. The powder comes in varying sizes ranging from 7oz to  15oz. Most customers prefer the latter as they last longer and are cheaper in terms of unit price. The smaller sizes,however, are easier to transport and affordable by lower class societies. Gluten hypersensitive individuals prefer gluten free products over their -gluten filled counterparts. Jiffy Blueberry, for instance,is expensive with regard to unit price, but it is easier to prepare and tastes better than most other alternatives.

This is among the reasons it is the preferred choice of most consumers. In terms of consumer preference at a national level, Krusteaz is the overall most consumed product, followed by Zatarain’s, Hodgson, Jiffy Blueberry and finally, Famous Dave’s cornbread. All of these brands have some level of variation in regional preference. For example, Zatarain’s is preferred over Krusteaz by the majority in New Orleans despite the latter being more popular overall. The most considered attribute of each product is size, followed by unit cost,availability and lastly, the quality of the cornbread made using the flour. Most of these attributes are highlighted in advertisements and product description tags, while some are outlined only on the official brand websites.

Table 1:

Cornbread mix flour brands descriptions

Store Walmart Walmart Wegman’s Walmart Walmart
Product category Baking powder mix Baking powder mix Baking powder mix Baking powder mix Baking powder mix
Product Cornbread floor Cornbread floor Cornbread floor Cornbread floor Cornbread floor
Brand name Zatarain’s honey butter cornbread mix Hodgson Mill gluten-free sweat yellow cornbread mix Jiffy blueberry muffin mix Famous Dave’s cornbread mix Krusteaz gluten-free honey cornbread mix
Brand type (PL or NB) NB NB PL PL NB
Distinct product available for this brand Two sizes, single and three-pack, no container type Two sizes, single and four pack, no container type Three volumes, individual, three-pack and four-pack, no container type Two sizes, single and four-pack, no container type Two sizes, single and two-pack, no container type
Attributes over which products vary within this brand Size, caloric contents Size, caloric content, percentage concentration of gluten protein Size, caloric and fat content Size, fat content Size, caloric content and percentage gluten protein content
Spatial source of the product Not indicated Not indicated Not indicated Not indicated Not indicated
Manufacturer Zatarain’s New Orleans Hodgson Mill Inc. Chelsea Milling Company Famous Dave’s of America Inc. Cornmeal Mill Inc.
Approx. self-space % of category (estimate) 30% 50% 20% 25% 10%
Vertical position First from floor Eye end Eye end High Eye end
Distance from aisle end At the end 20% of the aisle length from the end 40% of the aisle length from the end Middle of the aisle length At the end

Table 2:

Cornbread mix flour product specifications

Product 12.5oz cornbread mix flour 12oz cornbread mix flour 7oz cornbread mix flour 15oz cornbread mix flour 15oz cornbread mix flour
Store Walmart Walmart Wegman’s Walmart Walmart
Brand Zatarain’s honey butter cornbread mix Hodgson Mill gluten-free sweat yellow cornbread mix Jiffy blueberry muffin mix Famous Dave’s cornbread mix Krusteaz gluten-free honey cornbread mix
Shelf positioning (Low, eye, high) First from floor Eye end Eye end High Eye end
Row position (Approx. % of aisle length from store front end) 100% 80% 60% 50% 100%
What are quality claims made on the product label? Indicate the claim words Made with real honey, no artificial flavors or color, no preservatives, no partially hydrogenated oil Wheat free, additives and preservatives free, gluten-free product Easy to prepare, Good source of thiamine, riboflavin, and folate, No trans-fat, artificially and naturally flavored Free of trans fats and preservatives Certified gluten free, made with real honey
Attributes that differentiate this brand’s product relative to others Makes moist and sweet cornbread gluten free Bright white colored flour Brown colored flour Blended with real honey
What type of packaging? Paper box Paper box Paper box Paper box Paper box
Describe the material and any function. With a grip With a pull-to-open mechanism No grip No grip No grip
What is the comparative information available? Nutritional facts and store coupon Nutritional facts  and store coupon Nutritional facts Nutritional facts Nutritional facts, certifications and store coupon
Unit price of the product (Price/oz.) $0.14 $0.17 $0.98 $0.14 $0.24
Package size 12.5oz 12oz 7oz 15oz 15oz
Price size unit =$5.26/12.5oz =$8.20/12oz =$5.88/7oz =$8.58/15oz =$7.26/15oz

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