Guess Who Is Coming To Aspin Research
- 1. It is ... Adam’s What is the most expensive meal ever that was given to a man by a women?
- 2. Consumer Behavior Marketer ( restaurants ) Develop Strategy Marketing Mix Segmentation Positioning Elements of Exchange Food Time Services Money Information Ambiance Customers, Firms, Government agencies Individual Factors Inf.. Processing Behavioral Learning Motivation Personality Beliefs, attitudes Persuasive comm. Decision making Environment Factors Situation Group Family Culture Economics Market Research Buying Unit
- 3. Consumer Behavior, what are we talking about ? Identifying the customers. Understanding the customers. Communicating with the customers.
- 4. Consumer Behavior, what are we talking about? College Student Single Female 1. Identifying the consumers. Single Female Single College Student Female Like ethnic food Single
- 5. Consumer Behavior, what are we talking about? 2. Understanding the Consumer Values Attitudes Behavior
- 6. Consumer Behavior, what are we talking about? 3. Communicating with the Consumer Images Advertising
- 7. The Market Exchange The exchange process? What takes place between you and your customer?
- 8. What do you Offer? - Product/service ( menu selection) - Actual offer / Tangibles (special item)... presentation, quality, service. - Core offer Intangibles (Benefits)... , nostalgia, memories, emotion, investments., valet parking, - Add-on offer warranty, information, after visit services, free delivery , news letter, thank you note loyalty programs
- 9. What does the customer offer? - Money - Time - Feeling In the exchange process, your offer has to be of greater value than the customer offer I want my food NOW!
- 10. Second: The Customer Who should be your target market?
- 11. Market Segmentation Market Segment A segment whose members are similar to one another in one or more distinguishing characteristics . Segment Market
- 12. Bases for segmenting your market I. Characteristics of the person A. Demographics & Psychographics Age, Sex, income, religion, marital status, education, family size, occupation. personality and life style. B. Consumer Behavior Benefit sought, brand or store loyalty, usage rate, reasons to come to your restaurant, innovation level. II. Situation Task, time, physical surroundings, social surroundings. III. Geographic
- 13. Criteria For Identifying Market Segments Are consumers within the segment similar in terms of their needs? Can important differences among segments be identified? Is the segment large enough to be profitable? Can the segment be reached by an appropriate marketing mix? Will the segment respond as desired?
- 14. Reasons why people will choose your restaurant. Selection & variety Your location Pricing point Promotions Your image Level of service Recommended Personnel Restaurant ambiance Depth & width of menu items Shopping area, accessibility High, low or reasonable Incentive, specials Consumer perception Added value Word of mouth Consistence & training Social & physical surroundings
- 15. The benefits that your customer look for by coming to your restaurant. Economy/ value Status/ prestige Dependability/reliability Time & place Convenience Acceptance Individuality Is it an investment? Is it a social statement? Is it reputation? Is it a habit? Is it an impulse? Is it social pressure? Is it personal?
- 16. Type of customers based on their acceptance of a new theme. Category 2.5 % Innovators 13.5% Early adopters 34% Early majority 34% Late majority 16% Laggers Type Try new trends first Market leaders, social status Deliberate but not... Skeptical Tradition ( have not been at Perkins yet)
- 17. Third: Adoption process / The purchasing decision I. Awareness/ Need recognition II. Interest/ Search for information III. Evaluation/ Evaluation of alternatives IV. Adoption/ Trial V. Follow up/ Post purchase
- 18. I. Need recognition What needs are satisfied by the Dining experience? Are these needs dormant or felt? How involved is your customer when selecting your restaurant?
- 19. II. Search for information Current knowledge of your restaurant. The features of the restaurant that are the focus in the customer’s mind. The level of importance of each feature.
- 20. III. Evaluation of alternatives Level of involvement. Level of competition, number of restaurants / eating places available to the customer. Importance of social reaction perception.(seen in your restaurant) Customer beliefs and attitude toward your restaurant and the menu items you offer. (Compensatory or not)
- 21. IV. Purchasing/ Trial Willingness to spend the time and energy to find your restaurant. Where do they usually go to dine now. ( ambiance, service level, social and physical surroundings of your restaurant)
- 22. V. Post purchase Degree of satisfaction or dissatisfaction. Reason given for satisfaction or dissatisfaction. Repeat purchase rate. Intention to go to another restaurant in the future. Relationship marketing. ( Follow up calls, thank you notes.)
- 23. Fourth: The environment Group Family Cultural Economy Socials organization Situation
- 24. Welcome to... “ Guess who is coming for diner seminar ”
- 25. TO EAT OR NOT TO EAT To eat is human ... to digest divine. It’s so beautifully arranged on the plate-you know someone’s fingers have been all over it. No man is lonely while eating spaghetti. I eat merely to put food out of my mind. I have been on a diet for two weeks and all I’ve lost is two weeks.
Editor's Notes
- #2: As the question first and then the answer will be, why? we still paying for it