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Consumer Behaviour Assignment (Doc)

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Added on  2020-05-28

Consumer Behaviour Assignment (Doc)

   Added on 2020-05-28

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RUNNING HEAD: Marketing Consumer Behaviour 01932 CAFÉ & RESTAURANTMarketing Consumer behaviour
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Marketing Consumer Behaviour 1ContentsExecutive summary.....................................................................................................................2Introduction.................................................................................................................................3Consumer behaviour....................................................................................................................3Importance of consumer behaviour for organisations..................................................................4Consumer profile.........................................................................................................................5Primary segment......................................................................................................................6Secondary segment.................................................................................................................7Issue identification.......................................................................................................................8Recommendations.......................................................................................................................8Conclusion...................................................................................................................................9References.................................................................................................................................10
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Marketing Consumer Behaviour 2Executive summaryConsumer 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 isdrinks, 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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Marketing Consumer Behaviour 3IntroductionThe 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 marketercan easily predict the response of customers after studying consumer behaviour. It helpsin 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
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