Guess Who Is Coming To Aspin Research
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Transcript of Guess Who Is Coming To Aspin Research
Ahmed Abdelaal
It is ...
Adam’s
What is the most expensive meal ever that was given to a man by a women?
Ahmed Abdelaal
Consumer Behavior Marketer ( restaurants)
Develop StrategyMarketing MixSegmentationPositioning
Elements of ExchangeFood TimeServices MoneyInformation Ambiance
Customers, Firms, Government agencies
Individual FactorsInf.. ProcessingBehavioral LearningMotivationPersonalityBeliefs, attitudesPersuasive comm.Decision making
Individual FactorsInf.. ProcessingBehavioral LearningMotivationPersonalityBeliefs, attitudesPersuasive comm.Decision making
Environment Factors
SituationGroupFamilyCultureEconomics
Mar
ket
Res
earc
h
Buying Unit
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Consumer Behavior, what are we talking about ?
Identifying the customers.
Understanding the customers.
Communicating with the customers.
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Consumer Behavior, what are we talking about?
College Student
Single Female
1. Identifying the consumers.
Single FemaleSingle
College Student
Female
Like ethnic food
Single
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Consumer Behavior, what are we talking about?
2. Understanding the Consumer
Values
AttitudesBehavior
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Consumer Behavior, what are we talking about?
3. Communicating with the Consumer
Images
Advertising
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The Market Exchange
The exchange process?
What takes place between you and your customer?
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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
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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!
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Second: The Customer
Who should be your target market?
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Market Segmentation
Market Segment
A segment whose members are similar to one another in one or more distinguishing
characteristics.
Segment
Market
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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
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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?
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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
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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?
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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...
SkepticalTradition (have not been at
Perkins yet)
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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
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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?
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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.
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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)
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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)
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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.)
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Fourth: The environment
Group Family Cultural Economy Socials organization Situation
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Welcome to... Welcome to... “ Guess who is coming “ Guess who is coming
for diner seminarfor diner seminar”
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TO EAT OR NOT TO EAT
To eat is human ... to digest divine.To eat is human ... to digest divine. It’s so beautifully arranged on the plate-It’s so beautifully arranged on the plate-
you know someone’s fingers have been all you know someone’s fingers have been all over it.over it.
No man is lonely while eating spaghetti.No man is lonely while eating spaghetti. I eat merely to put food out of my mind.I eat merely to put food out of my mind. I have been on a diet for two weeks and I have been on a diet for two weeks and
all I’ve lost is two weeks.all I’ve lost is two weeks.