Ochado Differentiate with Other Competitors (Observation)

I'm using qualitative technique by using observation in this research.

There are 10 sessions of

observation in 2 days at the same week (26/11
/2012 and 29/11/2012) for the Ochado outlet at PV128, Jalan Genting Klang, Setapak.

This is the result in 2 days observation

• Ochado have a unique concept in making the tea. They are applying Japanese green tea and Matcha as their base for many of drinks that you unable to find on other competitor.

• Ochado have a ‘new taste’ board to promote the new flavor of the drinks and new type of topping let the consumer have the new choice to choose.

• In Ochado, consumers able make a special request in percentage of the sugar and percentage of ice of the drinks.

• Ochado also promote a top sales board to help to promote the top sales drinks in the outlet and also helps the consumer for make decision quickly.

• Besides Drink, Ochado also promote the variety Japanese thousand layers pan cake for the consumer that cannot found on other competitor outlets.

• The theme of the design of Ochado outlet is more toward to Japanese culture whereby the floor and the furniture are made by synthetic wood and also decoration with Japanese decor.  

•  In Ochado, there are separate counters for make the payment and received the item to make sure the flow of purchasing is much more effective and efficiency.

• In this 2 days observation, there are total 133 consumers visited and purchase the product from Ochado . Observation done in half hour in every two hours time started at 1pm whereby its lunch time.

• In majority, the consumers are female.

• In majority, most of the consumers are chinese based on their language speaking during make an order.

• Most of the time during observation, consumer are take-away the product after purchased it.

• For in-house customer, most of them are take the opportunity to relax themselves by chit –chat with other friend. Some of them are student who take the opportunity having the group assignment discussion or group study mostly in the afternoon session. Some of them are working also take the opportunity to having small meeting or group meeting with other at night session.

• During the whole observation, 21 of the consumer are choose the drinks from top sales board, 13 of the consumer are trying the new flavor and 8 of consumer are purchased the drink with the Japanese pan cake.