I definitely related to Jenny Zimmermann’s post about No Frills (https://blogs.ubc.ca/jennyzimmermann/)  because as a student living on campus, I also have to choose between Safeway and No Frills. Sharing groceries with five other roommates can be difficult, so we have become converted to loyal supporters of No Frills, which allows us to make the most of our limited budgets. Like Jenny said, No Frills’s minimal marketing approach with a focus on the cheap prices by cutting out extraneous costs is very effective. I also agree with Jenny that their quality is consistent. This along with a fairly convenient location and weekly promotions as well as their “Won’t Be Beat” price guarantee, No Frills utilizes the four P’s of the marketing mix to create an effective long-term strategy, so I know I am not sacrificing much by choosing No Frills over their direct competitors such as Safeway or Save-on-Foods.
Personal factors are probably the main factor influencing consumer behavior when choosing a grocery store. A lot of students live in the vicinity of the No Frills by U.B.C. so their economic situation and lifestyle definitely affect where they choose to buy their groceries. Students are more likely to be on a limited budget, with a lifestyle that reflects that budget so the No Frills by U.B.C. probably has a loyal customer base of many students. No Frills in other locations also probably have loyal customer bases, since money is getting tighter for everyone nowadays and people are more value-conscious.  By focusing on the price while maintaining quality, I think No Frills has a sustainable competitive advantage over its competitors.