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

Ahmed Abdelaal

Consumer Behavior, what are we talking about ?

Identifying the customers.

Understanding the customers.

Communicating with the customers.

Ahmed Abdelaal

Consumer Behavior, what are we talking about?

College Student

Single Female

1. Identifying the consumers.

Single FemaleSingle

College Student

Female

Like ethnic food

Single

Ahmed Abdelaal

Consumer Behavior, what are we talking about?

2. Understanding the Consumer

Values

AttitudesBehavior

Ahmed Abdelaal

Consumer Behavior, what are we talking about?

3. Communicating with the Consumer

Images

Advertising

Ahmed Abdelaal

The Market Exchange

The exchange process?

What takes place between you and your customer?

Ahmed Abdelaal

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

Ahmed Abdelaal

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!

Ahmed Abdelaal

Second: The Customer

Who should be your target market?

Ahmed Abdelaal

Market Segmentation

Market Segment

A segment whose members are similar to one another in one or more distinguishing

characteristics.

Segment

Market

Ahmed Abdelaal

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

Ahmed Abdelaal

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?

Ahmed Abdelaal

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

Ahmed Abdelaal

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?

Ahmed Abdelaal

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)

Ahmed Abdelaal

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

Ahmed Abdelaal

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?

Ahmed Abdelaal

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.

Ahmed Abdelaal

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)

Ahmed Abdelaal

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)

Ahmed Abdelaal

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.)

Ahmed Abdelaal

Fourth: The environment

Group Family Cultural Economy Socials organization Situation

Ahmed Abdelaal

Welcome to... Welcome to... “ Guess who is coming “ Guess who is coming

for diner seminarfor diner seminar”

Ahmed Abdelaal

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.