Consumer Behavior Analysis of a Cafe

The assignment delves into consumer behavior analysis within the context of a specific café (1932 cafe and restaurant). It aims to understand both primary and secondary market dynamics, highlighting how consumer preferences and behaviors influence menu offerings and marketing strategies. The analysis emphasizes identifying income levels, consumer opinions, and trends in order to optimize the café's operations.

RUNNING HEAD: Marketing Consumer Behaviour 0
1932 café & restaurant
Marketing Consumer behaviour

Marketing Consumer Behaviour 1
Contents
Executive summary.....................................................................................................................2
Introduction.................................................................................................................................3
Consumer behaviour....................................................................................................................3
Importance of consumer behaviour for organisations..................................................................4
Consumer profile.........................................................................................................................5
Primary segment......................................................................................................................6
Secondary segment.................................................................................................................7
Issue identification.......................................................................................................................8
Recommendations.......................................................................................................................8
Conclusion...................................................................................................................................9
References.................................................................................................................................10

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Executive summary
Consumer behaviour is important for the successful implementation of products. The
importance of consumer behaviour in an organisation is also explained which is
responsible for growth of an organisation. It explains various stages of a consumer pre
and post purchasing (Solomon, 2014). The response of consumers is important for the
successful execution of products and services. Consumer behaviour helps an
organisation to modify it’s strategies. It also helps to identify future problems which a
organisation may face in future.
1932 Café & restaurant is located at Manchester Unity Building of Melbourne. The
décor of café is inspired from 1930s which showcases history of building .This café
offers seasonal breakfast and lunch along with cake and coffee. The speciality of café is
drinks, brunch and the Collins. The specials are updated weekly by café. The café is
fully licenced and opens 5 days a week. The mission of the café is to nurture human
spirit with maintaining small company culture. The mission also includes good food
and good service. The vision of the café is to establish itself as the finest café along
with fulfilling environmental responsibilities. Customer service, teamwork, honesty,
continual improvement and positive relationship and accountability are the core values
of café (Erevelles, Fukawa & Swayne, 2016). Core values represent an organisation.
Patricia coffee brewers, Little bean blue and The little café on healeys lane are some of
the competitors of café in Melbourne. The café makes use of advertisement such as on-
premises advertising and promotional advertising. Promotional strategies such as
appealing storefront, community outreach, social media community and discounts for
marketing. The café is operating successfully and the popularity is increasing day by
day.
The café makes use of consumer behaviour to know taste of consumers. It helps café to
make more dishes of their choice so that sales can be increased and profits can be
realised. The café also tries to produce new products after predicting the likes and
dislikes of consumers.

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Introduction
The aim of this report is to determine the significance of consumer behaviour. It
explains how an organisation can use consumer behaviour to increase sales. 1932 café
and restaurant has been taken in this task to explain issues of consumer behaviour. The
report defines the importance of consumer behaviour and primary and secondary
market of café. It also explains how consumer behaviour helps to tackle issues faced by
the organisation. Along with issues, it also explains how these can be solved with the
help of consumer behaviour approach.
Consumer behaviour
Consumer behaviour is the study of individuals, groups or organisations and how they
make purchase decisions that is how they select and use products and services in order
to satisfy their needs. It is a branch which deals with various phases consumers go
through before purchasing goods and services. It is the way individuals spend their
money. Consumers help organisations to improve their marketing strategies. A marketer
can easily predict the response of customers after studying consumer behaviour. It helps
in market segmentation, product scheduling, designing and pricing of products. In the
consumer behaviour, the consumer gets involved in the purchasing decisions either
directly or indirectly (Schütte & Ciarlante, 2016). The way consumers make their
decision helps an organisation to predict how they will react to different alternatives. It
helps to understand the approach of customers towards buying a product. Consumer
behaviour has direct influence on the performance of products. All the aspects of
purchasing behaviour are included from pre-purchase, operations through to post
purchase activities. The customer relationship management helps to measure behaviour
of customers. It also helps to understand the potential future problems, which works as
a measure against consumer exploitation. The study of consumer behaviour not only
analyses the past performance but also helps to predict future. Marketing campaign and
advertisement are the factors which influence the buying behaviour of consumers.
Environmental factors also influence the operations of market. Consumer behaviour is
also affected by the values, likes, dislikes, priorities and morals. Primary group and
group influence also affects the decision of consumers. The primary group includes

Marketing Consumer Behaviour 4
family members, neighbours, colleagues and classmates. They have a direct impact on
the consumer behaviour approach. The consumers also analyse their purchasing
capacity before purchasing goods and services. There are research methods also to
know how consumers make their decisions such as ethnography and consumer
neuroscience.
Importance of consumer behaviour for organisations
It is important for marketers to understand consumer behaviour before launching any
product. If an organization fails to analyse the response of customers towards a
particular product than there are more chances of failure of that organisation. It is quite
complex to understand consumer behaviour as the attitude and mind set of employees
keep on changing. The main aim of marketers is to satisfy the need of consumers. It
helps organisations to decide the price at which consumers will be ready to pay. The
consumer behaviour helps marketers to understand and investigate the behaviour of
consumers so that products and services can be sold in the competitive market. The
consumer behaviour is also used by the organisations to generate revenue and
profitability (Claiborne & Sirgy, 2015). An organisation can easily fulfil the needs and
requirements of consumers after studying consumer behaviour. The organisation can
also decide it’s vision by analysing the need and requirement of consumers. It also
helps in positioning of products to specify target groups. The organisation targets a
group to make more profits. Since the customers are more known to the usage of
product and other information, it is hard to convenience consumers to purchase
products. A proper research is conducted to influence customers. Consumers have an
important role to beat competitors in the market. Enhanced knowledge of salespersons
also helps to sell a product. The marketing strategies have a great role now days to sale
products and services. These strategies also help to maximise the number of consumers
in the market. Understanding consumer behaviour helps to predict the future of an
organisation. At the same time, consumer behaviour helps to understand the products
and services which can ensure economic viability in future. For the successful
launching of products and services in the market, it becomes necessary to understand
consumer behaviour (Huang & Sarigöllü, 2014). The consumer behaviour data can also
be gathered by organisations to decide what products and services can be produced. The

Marketing Consumer Behaviour 5
consumer behaviour plays a substantial role in organisations and helps in deciding price
of products and services.
Consumer profile
Revenue and returns can be achieved from the sale of goods and services and it comes
mainly from the primary target market. The primary target market is also known as
primary segment. The café focuses on the primary segment to attain great returns. This
market is responsible for the higher sales and profits and maintains common attributes
and behaviour of consumers. The primary segment of 1932 café and restaurant includes
young adults between 18-24 come to hang out and to study papers. They usually prefer
to come for breakfasts, brunch and small mills. The secondary sengment includes men
and women between 25-40 and old families who come together to have meals. The
customers of secondary segment also influence the customers of primary market. The
information of secondary segment is easily available compared to primary market. The
café has been able to achieve goals and desired outputs by taking into concern the
primary and secondary segment. The café also uses different strategies and methods to
identify and measure the primary and secondary segment (Ashley & Tuten, 2015).
The café has not been able to identify and understand the taste and preference of target
audience because it is a critical task to recognise the target audience. The advertisement
and promotional campaign are used by the café to analyse the requirements of different
types of customers in the competitive market. A company cannot carry it’s activities
and operations without availability of customers. The market is divided on the basis of
demographic and behavioural factors. The market research methods, techniques and
marketing strategies are used by the café to provide maximum advantage to customers.
These are interview, observation method, focus group methods and questionnaire
techniques to evaluate the choice of primary and secondary segment. These methods
and techniques help to understand the nature and size of the target segments. There are
some other methods which are used by the café to know the strength and weakness like
SWOT analysis, PESTEL analysis and porter five forces model (Lantos, 2015). The
market research methods and techniques provide benefits to café as well as to
customers. The customers can get better variety and quality food at nominal prices and
the café can make large profits by maintaining standard of products. It reduces the risk
and challenges available in the segment. It also helps to maintain coordination in the

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café. These methods and strategies provide suitable solutions for issues and problems of
café. Other than this, the secondary segment takes less time to solve and handle the
complaint of consumers.
Primary segment
Geographic  1932 café and restaurants has
divided it’s market in different
groups on the basis of geography.
 The café operates business
activities and operations in
Melbourne.
 The market can be geographically
divided by various manners. The
café divides market geographical
areas by state, region, city, country
and international region.
Demographic  The target age group of customers
are youngsters and it varies from
18-24 years. They prefer to visit
café to hang out and like to have
breakfast and brunches to taste
good and quality food.
 The café also focuses on the
income level and taste habit of
youngsters to bring expansion in
dishes.
Psychographic  The café divides market on the
basis of attitude, interest, traits,
taste and lifestyle of potential
customer groups in the
psychographic segment (Gunter &
Furnham, 2014).
 The café is also launching new and
innovative dishes to attract

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youngsters in the market.
Behavioural  Behavioural segment is used by the
café to analyse the demand and
preferences for dishes and it’s
content.
 Every consumer has unique
behaviour.
 The café divides market on the
basis of knowledge and attitude of
customers in the market.
Secondary segment
Geographic  In the secondary segment, the café
operates activities and operations
according to class of population
such as high, middle and low class.
 The urban and rural people have
quite different eating habits. So,
the class matters.
Demographic  The secondary segment of the café
includes men and women between
25-40 and families who prefer to
come for brunch and short meals in
group (Mitchell & Boustani, 2015).
 The café is inspired from 1930s
and is good in traditional food too.
Psychographic  The café focuses on the value,
ethics, taste and interest of people
to attract more in the competitive
market.
 Culture has important role in this
segment.
Behavioural  1932 café and restaurant conducts

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online surveys, feedback and
interviews to determine the
behaviour and taste of people.
 It needs to conduct surveys time
on time as the taste and behaviour
of employees’ changes fast.
Issue identification
The café faces many issues related to the consumers. Many consumers are not aware of
international cuisines. The café is not able to fulfil the demand of consumers in the
competitive market. Other cafes have suppressed sales of 1932 café and restaurant
effectively. Further, the café has higher prices when it’s compared to other cafes. There
is significant difference in prices. Other than price, cafe is too slow to match demand of
consumers. It was a small operating unit so it needed more marketing research. At
times, the staffs are also not cooperative when it comes to customer handling. They are
not satisfied the way, they are treated and the way service is provided. Apart from this,
the quality of the food does not pass parameters of maintaing minimum standard. The
processing system is lengthy and hygiene precautions are not considered. The
consumers make many decisions almost every day. So, it has become essential for
every café and restaurant to analyse and identify the taste and choice of consumers.
Recommendations
The café should reduce the price in order to increase number of customers. Discounts
can also be introduced on specific occasions, it can sudden increase number of
customers. The café should focus on the culture and training of staff (Pappas, 2016).
The issues can be removed by taking into account the review of consumers and
consumer behaviour. The study of consumer behaviour depends on the type of meal and
ordering decision. So, the café should focus on the need, taste, priorities and preference
of consumers. Now day’s people are conscious for fitness, so the café should focus on
the more healthy meal options. Antioxidants, energy drinks, smoothie, diet food and
high protein and fibre enrich food can also be introduced as it contains less fat. The
consumer buying behaviour theories should also be used by the café to attract more

Marketing Consumer Behaviour 9
customers (Vigneron & Johnson, 2017). The café also need to collect feedback reviews
from customers to make necessary changes in the organisation. It also helps to handle
complaint of consumers. The marketing strategies such as advertisement and
promotional strategies should also be used by the café to retain more customers.
Conclusion
From the above discussion, it has been concluded that the consumers behaviour has
important role in increasing sales and profitability of an organisation. It not only
analyse the past performance but also decides the standard for future performance. It
improves the quality of products and services by understanding the strength and
weakness of products and services. Many factors such as economic factors,
psychological factors, social factors, environmental factors, technological factors,
geographical, legal and anthropology factors influence consumer behaviour. Consumer
behaviour can be used to increase the demand of products and services by
implementing appropriate strategies. Orientation of new products can be evaluated by
using consumer behaviour. It also helps to promote products and services. The company
can easily identify the income level and opinion of various groups of consumers by
taking into consideration consumer behaviour (Rettie, Burchell & Barnham, 2014).
1932 café and restaurant has been taken in this task to understand primary and
secondary market to identify the issue of consumer behaviour in the market. The
primary and secondary market has important role in expanding and exploring the
activities and operations of café. The café focuses on the behaviour and taste of
consumers to expand and improve quality of dishes.

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10
References
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exploratory study of branded social content and consumer
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Claiborne, C. B., & Sirgy, M. J. (2015). Self-image congruence as a model of consumer
attitude formation and behavior: A conceptual review and guide for future
research. In Proceedings of the 1990 academy of marketing science (AMS)
annual conference (pp. 1-7). Springer, Cham.
Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), 897-904.
Gunter, B., & Furnham, A. (2014). Consumer Profiles (RLE Consumer Behaviour): An
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Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome,
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Schütte, H., & Ciarlante, D. (2016). Consumer behaviour in Asia. Springer.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10).
Upper Saddle River, NJ: Prentice Hall.

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Vigneron, F., & Johnson, L. W. (2017). Measuring perceptions of brand luxury.
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