MKT101A Marketing Fundamentals: Segmentation, Targeting & Positioning

This report provides an analysis of consumer buying characteristics, situational and psychological influences, and segmentation variables relevant to Zeus Greek restaurant. It explores the level of consumer involvement, the impact of situational and psychological factors on buying decisions, and the influence of social factors. The report identifies eight segmentation variables and details the creation of a buyer persona tailored to the restaurant's target audience. A positioning statement is developed, emphasizing the restaurant's uniqueness in offering authentic Greek cuisine. Finally, a positioning map illustrates the restaurant's location and competitive landscape. Desklib offers a wealth of similar solved assignments and past papers for students.

Running head: MARKETING FUNDAMENTALS
Marketing fundamentals
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Table of Contents
Identification of Consumer Buying Characteristics........................................................................3
Level of involvement of the consumers purchasing the product or service................................3
Situational Influence on the buying decision process..................................................................3
Psychological Influence on the buying decision process............................................................4
Eight Segmentation Variables.....................................................................................................5
Creation of a Buyer Persona............................................................................................................5
Positioning Statement......................................................................................................................6
Positioning Map...............................................................................................................................6
Figure 1: Location of the Restaurant...........................................................................................7
References........................................................................................................................................8

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Identification of Consumer Buying Characteristics
Level of involvement of the consumers purchasing the product or service
The management of Zeus Greek restaurant emphasizes especially on the quality of the
food as they aim to provide the best quality food to the people visiting their eatery. The food
quality dimension of total restaurant quality has also received significant attention from the
public visiting the restaurant (Bruwer & Li, 2017) ( DOI 10.1108/EJM-10-2016-0593). The
consumers visiting the restaurant suggests that the food quality, service quality along with a
peaceful ambience are three of the most important attributes that has a positive influence on the
customers of the restaurant. The following attributes ensures a great quality for the business
organization and thus increases the involvement of the customers with the restaurant. The
willingness to pay increases in the following case as most of the customers who visit the Greek
restaurant has an increase in their loyalty. Apart from this the other important factor that involves
the increase in the level of involvement is the variety of cuisine that are served by the restaurant.
Situational Influence on the buying decision process
Situational influence is another main factor that helps to influence the buying decision
process in the following organization. As mentioned earlier the ambience of the restaurant is
quite uncommon and new to most of the residents of Australia. The soothing background music
along with the presence of a dark theme with pleasant lights surrounding the restaurant is surely
one of the best experiences that make the customers happy. Such kind of atmosphere inside the
restaurant helps the customers to enjoy their meal and also influence their buying process. Apart
from this the present of free valet parking is an additional service provided by the restaurant
(Paluchová, 2017) (doi.org/10.3920/978-90-8686-852-0). The service has been an instant hit as

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MARKETING FUNDAMENTALS
most of the restaurants considered to be the competitions of the organization provide paid valet
parking to the customers of the organization.
Psychological Influence on the buying decision process
The psychological influence plays a major role in the buying decision process of the
organization. This includes;
a. Motivation- The level of motivation influences the buying behavior of the consumers in
the mentioned restaurant. The need hierarchy theory clearly explains the importance of
motivation in the buying behavior of the consumers.
b. Perception- The consumer perception towards Greek food and cuisines are one of the
best in the business. It helps the customers to influence their buying behavior. The
management of the restaurant claims that they have been able to retain almost 82% of
their customers since its opening in Sydney. The percentage clearly shows the
psychological influence of the restaurant over the people visiting the eatery.
c. Attitudes- The behavior and the attitudes of the people are extremely satisfying as most
of the customers provide a positive feedback to the restaurant for the behavior of the
staffs.
Social Influence on the buying decision process
Social influence has a great impact on the buying decision process of the people visiting
the restaurant. The people visiting the restaurants along with their family have a significant
influence as the children in the family might pick up similar habits like their parents and develop
same food habits (Contini et al. 2017) (DOI 10.1186/s40100-017-0092-y). There are influences
of reference groups as most of the people visiting the restaurant might suggest their friends and

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relatives to visit the restaurant. Apart from this there are many opinion leaders in the market who
might act as critics and suggest people to visit the restaurant. These kind of social influences help
the restaurant to increase their sales and also their competitive advantage in the Australian
market.
Eight Segmentation Variables
The eight different segmentation variables are namely;
a. Geographic Segmentation
b. Demographic Segmentation
c. Economic Segmentation
d. Hybrid Segmentation
e. Benefit segmentation
f. Use Related Segmentation
g. Psychological segmentation
h. Sociological segmentation
Creation of a Buyer Persona
The persona is considered to be a social role. The marketing department of the restaurant
often creates a persona for the products that they offer in their eatery. The persona is created by
the management based on some specific demographic characteristics. For example a family
living in close proximity to the restaurant is a regular visitor in the eatery and holds a special
membership card issued by the management for the loyal customers. The management in this
particular case thus have to follow a number of single steps to create the buyer persona.
Step 1: Researching the Target Audience

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Step 2: Identification and Narrowing of the most common deals
Step 3: Creation of separate details
Step 4: Providing personal names
The following steps thus can be applied by an example. As said earlier, Warner family is
a regular visitor to the restaurant. the company at the beginning have researched on whether the
family is one of the target audience or not. After getting a positive feedback the company has
narrowed on the special likings of the family and has thus made them one of the loyal customers.
Positioning Statement
The main element of the positioning strategy that will be utilized by the management of
the company is the uniqueness of the restaurant. The absence of a full Greek restaurant in and
around Australia is one of the major benefits of the management of the company to establish
itself as a major player in the untapped market (Contini et al. 2017) (DOI 10.1186/s40100-017-
0092-y). The management of the company aims to provide a list of different Greek cuisines that
are totally unknown but exclusively tasty and healthy to the customers who are supposed to visit
the restaurant. The management has also listed out other small yet important details regarding the
targeted statement and positioned them accordingly. Some of them include, time of business,
peak hours, choice of brewery, special drinks and many more similar items.
Positioning Map
Positioning Map is a diagrammatic display of the asset marketers that tends to display the
perceptions of the consumers or the potential customers. The positioning map is thus important

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for the success of the business. The positioning map of the following organization is provided
below;
Figure 1: Location of the Restaurant
Source: (Google Maps)

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References
Bruwer, J., & Li, E. (2017). Domain-specific market segmentation using a latent class mixture
modelling approach and wine-related lifestyle (WRL) algorithm. European Journal of
Marketing, 51(9/10), 1552-1576.
Contini, C., Romano, C., Boncinelli, F., Scozzafava, G., & Casini, L. (2017). Does ‘local’matter
in restaurant choice? Results of a discrete choice experiment targeting German and Italian
consumers. Agricultural and Food Economics, 5(1), 21.
Johnson, G. D., Cadario, R., & Grier, S. A. (2015). The Politics of Target Marketing. ACR North
American Advances.
Paluchová, J. (2017). Consumer segments in an international context. In Consumer trends and
new product opportunities in the food sector (p. 480). Wageningen Academic Publishers.