Marketing Consumer Behavior: The Coffee One Sample Report, Analysis

This report presents a mystery shopping analysis of 'The Coffee One' cafe, evaluating its performance based on the 7Ps of the marketing mix: product, price, place, promotion, process, people, and physical evidence, along with sustainable marketing attributes. The analysis, conducted from a customer perspective, highlights the cafe's strengths, such as its fresh food and award-winning coffee, and weaknesses, including pricing complaints, cleanliness issues, and employee behavior. The report also assesses the cafe's use of social media, its systematic processes, and its approach to sustainability. The findings reveal areas for improvement, such as addressing customer complaints about food quality and price, improving cleanliness, enhancing employee conduct, and adopting more sustainable practices to maintain its position in the competitive market.

Running head: MARKETING CONSUMER BEHAVIOR.
MARKETING CONSUMER BEHAVIOR
Name of the Student
Name of the University
Author Note

1MARKETING CONSUMER BEHAVIOR
Mystery Shopping Sample Report
Introduction
This blog is to make a mystery shopping sample report, which was performed on The Coffee
One. Being a mystery shopper analyser, I visited the cafeteria, on 1st of September, at around
12 P.M. This report will help to assess or evaluate the performance of The Coffee One with
respect to the 7 Principles of the Marketing Mix.
PRODUCT
It involves the type of product or service that are available in the market places. Development
of a particular product or a service is the first step in the process of marketing. The type of
products that are available in that café is an all-day menu, evening menu and Chef's choice
set menu. I found that the quality of the food served in the café was healthy and fresh, which
possessed all the qualities to attract the people from all around the location where the café
was located. The food is freshly made, and the unused food was either given to some local
non-profit organizations or to the animals. But some customers were complaining about the
taste of some preparations, mainly the smoothies, sandwiches and burgers. Customers were
also complaining about the quality of the bread and milk, which had extended the expired
dates.
PRICE
It can be termed as the value of a particular product or a service which the people are paying
to use that, which will satisfy the basic requirements of the customers. The type of prices
used by the café falls within the medium range, though there is some item available which do
not fall under the scope. It was learnt from some of the customers that the café is charging
some extra amounts on the freshly prepared items, which are not followed by them in earlier
issues (Cristo, Saerang & Worang, 2017).

2MARKETING CONSUMER BEHAVIOR
PLACE
It is about the process or the system through which the customers get the product or services.
It forms the main difference between sales and marketing. The type of place helps to state
about the physicality of an area from where the product or the service is sold. The main issue
raised by the customers in this café was about the cleanliness of the café, which was getting
deteriorated day by day, thus hampering the business of the café. The waiters were cleaning
the tables at a slow process when the new customers were getting seated and were seemed to
complain about cleaning the space.
PROMOTION
It includes the various advertisement processes used by an organization, either through social
media or newspapers, radio, TV, magazines etc. The type of social media platforms used by
the café is Facebook, Instagram and YouTube. The cafe was well known for maintaining ties
with old customers as well as possessed the strengths of attracting new people to the cafe.
Latest offers and newly added menus were updated on the social media platforms. But, in
recent times, the management of the café was not following the same. They were not sharing
the offers and menus in their social media platforms, rather than sharing some fake news
(Bookman, 2014).
PROCESS
The system that is used by an organization to deliver the service is termed as a process. The
process followed by the café is systematic as well as well-organized. The aim of the
discussion in this blog was that the cafe was systematic and well organized at a certain point
of time. Now, the process has changed, and it has become non-systematic, and the overall
procedure would become a mess if no proper actions are taken (Jemaa & Tournois, 2014).

3MARKETING CONSUMER BEHAVIOR
PEOPLE
An organization needs to possess the appropriate employee and train them for achieving the
complete advantage. Customer satisfaction with the service is hugely dependent on the
behaviour of the staff. Different types of people come to this café to refresh themselves.
People do come from diverse backgrounds here. It was challenging to locate a single vacant
seat at the cafe, but the footfall is decreasing day by day in recent times, mainly due to the
misbehaviour done by the employees of the café (Amsteus, Olsson & Paulsson, 2015).
PHYSICAL EVIDENCE
The manner in which a customer is treated by a staff member can be an excellent example of
physical evidence. A customer judges an organization based on physical evidence. The café
was also well known due to the cordial and heart-warming behaviour by the waiters and other
staffs of the cafe. But at recent times, the actions and welcoming attitudes of the employees
were getting bad, due to which sometimes the people are having issues such as an argument
with the employees (Zhang, Kim & Goodsir, 2019).
SUSTAINABLE MARKETING ATTRIBUTES
It is a new concept in business and marketing and is based on social and environmental
sustainability. It plays an essential part in modern business operations. All the products and
services provided by the café are not matching the ecological as well as social standards. And
these all are hampering the brand image of the organization, as hospitality is one of the
competitive sectors in the global market place. It will be hard for the café to maintain and
sustain their position if the mistakes are not corrected by them (Li & Wang, 2014).

4MARKETING CONSUMER BEHAVIOR
STRENGTHS
The café servers healthy and freshly prepared food that attracts the local customers as well as
new customers. Their coffee has an award-winning espresso blend as they ensure the best
quality of beans approved by experts. They never sell stale food as everyday the leftovers or
excess food is given away to the animals or any non-profit organizations. The price of most o
the items are mostly moderate except a few. The café is well promoted especially on social
media platforms. They also use cage-free eggs that assures sustainable practice for the future.
WEAKNESSES
Complaints are coming due to a sudden hike in price of some food items. The tables are also
not cleaned properly after being used. The process of delivery has also become non-
systematic and can lead to a mess. The attitudes and actions of the employees also need to be
improvised for a better impact of the café on the customers. Moreover, the café needs to
adopt some innovative and sustainable practices to cope up with the future.

5MARKETING CONSUMER BEHAVIOR
References
Amsteus, M., Olsson, H., & Paulsson, R. (2015). The Scent of a Successful Venue:(In)
Congruent Scent and Consumer Attitude towards a Café. International Journal of
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Bookman, S. (2014). Brands and urban life: Specialty coffee, consumers, and the co-creation
of urban cafe sociality. Space and culture, 17(1), 85-99.
Cristo, M., Saerang, D. P., & Worang, F. (2017). The Influence of Price, Service Quality, and
Physical Environment on Customer Satisfaction. Case Study Markobar Cafe Mando.
Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 5(2).
Jemaa, A. M. B., & Tournois, N. (2014). Relationship marketing key concepts as relationship
value determinant. Journal of Marketing Research & Case Studies, 2014, 1.
Li, C. H., & Wang, H. B. (2014). Exploring the Relations between Service Quality and
Consumer Behaviors-A case study of 85 C Bakery Café from Taiwan. International
Journal of Organizational Innovation (Online), 6(3), 31.
Zhang, M., Kim, P. B., & Goodsir, W. (2019). Effects of service experience attributes on
customer attitudes and behaviours: The case of New Zealand café industry. Journal of
Hospitality Marketing & Management, 28(1), 28-50.