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What Is Trader Joe's Culture

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Hawaiian shirts, cookie butter and five-dollar bottles of wine, there is no other place that has a combination like that other than a Trader Joe’s Grocery Store. Trader Joe’s creates a culture like no other and wants to give their consumers a unique and special experience. Trader Joe’s came a long way and did not originally start with that name. Back in 1958 there was a small convenience store called Pronto Markets. The founder, Joe Coulombe decided to change the name of this small store to what we know it as today, Trader Joe’s. The first store opened in Pasadena, California and is still currently opened today. Trader Joe’s has come a long way since their first little market. You will find the walls covered with cedar planks and the employees …show more content…

With building a brand identity this influences behavior because Trader Joe’s wants consumers to perceive their store through an experience. There are any attributes that affect their store image such as pricing, atmosphere, and helpful staff. Trader Joe’s wants consumers to feel like they are at their local, neighborhood farmers market. They wants to keep the stores smaller so again it could feel original and one of a kind. They go as far as having a Hawaiian store theme with the intentions to make consumers feel excited and relaxed, they do not want it to feel like a chore. This creates an identity for the Trader Joe’s Brand. Every single location is consistent with the theme, the entire atmosphere is the same no matter which state you are in. The other things that may differ would be some products according which region you are in such as fruits or vegetables. Other than that minor difference, they build a brand …show more content…

First looking at Trader Joe’s promotional strategy, it is unique and different. The company approaches this strategy very different their other grocers. It is very uncommon you will see Trader Joe’s television commercials or billboards, this believes the best way to promote is word-of-mouth. Trader Joe’s wants the consumer to experience something special when entering their store and they think the best way to pass that experience along is for the consumer to tell their story. The story is more personal coming from a person than being shown on a television commercial. Comparing my survey results, consumers said they heard about Trader Joe’s from friends or family. From a friend spreading the word convinced them to check the store out for

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