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Consumer behavior exercise Nick Marinos TABLE OF CONTENTS Company Introduction................................................................................2 Objectives .................................................................................3 Executive Summary.....................................................................4-6 Body of findings ........................................................................6-11 Conclusions..............................................................................12-14 Recommendations.......................................................................15-16 Appendices Questionnaires-Interview .............................................................17-25 INTRODUCTION Vakoulis brothers, a small mini market, was established in 1985 in Maroussi, by 2 brothers, Markos & Costas. It was the only mini market in a 2km radius basically selling daily products, newspapers, cigarettes and a few products from very basic food categories. Business was going good and profits were increasing year on year. After 5 years of operation they expanded by buying the store exactly next to their mini market, including grocery and a larger variety of products. A few years after the expansion, a new era began in the supermarket business. Supermarkets were becoming hypermarkets! This was a threat for the Vakoulis brothers since the competition was vast and the supermarkets advertised and had a larger variety of products with special offers. Their profits were declining. They declined so much that both brothers could not support...

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