Ukrop's Super Markets, Inc.

Abstract:     
Ukrop's is a family-owned and -operated food supermarket business of 12 stores, all located in the Richmond metropolitan area. The firm has the best customer ratings on a number of dimensions compared with the other chains in the area. To reflect changes in consumer purchasing habits shifting from red meat to fresh fruits and vegetables, Ukrop's has upgraded its produce department. The question is whether the expenditures for this program should be continued.

Number of Pages in PDF File: 21

Keywords: consumer behavior, family business, market analysis, marketing strategy, merchandising, retail management

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