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BBMK402: Consumer Behaviour & Branding - Report Writing Assessment Answers

November 02, 2018
Author : Charles Hill

Solution Code: 1DGJ

Question: Consumer Behaviour & Branding

This assignment is related to ” Consumer Behaviour & Branding” and experts at My Assignment Services AU successfully delivered HD quality work within the given deadline.

Consumer Behaviour Report Writing

Report Writing Task

INTRODUCTION

Apply the appropriate concepts, models and theories of Perception, Learning & Memory, Motivation & Global Values, Personality & Psychographics to explain the internal influences of a potential restaurant customer.

BUSINESSES TO WORK ON: Any Melbourne city or suburban non chain restaurant. (No McDonald’s or Hungry Jacks restaurants). You will work on your selected restaurant for this Written Assignment. In this assignment, you will need to demonstrate your understanding of Buyer Behaviour concepts, models and theories.

Explain the Buyer Behaviour of the restaurant market in Melbourne using concepts, models, and theories in the following sections of your Assignment:

Use the appropriate concepts, models and theories of Decision Making to explain how potential customer makes decisions in choosing the restaurant. Discuss how Groups & Social Media, Social Class & Lifestyles, Culture and

Subcultures impact the buyer behaviour of potential customers. With the understanding of the above, make recommendations on how your selected restaurant could improve.

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Solution:

Introduction

Consumer behaviour is understood as the combination of attitudes, perceptions, cultural influences and other factors that influence the buying patterns of consumers. The scientific background of the theory is based on psychology, anthropology and economics. The standard behavioural model of consumer behaviour describes the consumer buying process as a series of four steps: first when the consumer realises that they have a need or want; secondly, they look for information regarding the product/ service and providers; then they evaluate the information with a strong bias towards their cultural, psychological, attitude or social inclination; and ultimately, they make the purchase (Solomon et al., 2013). We will use known theories, concepts and models to analyse customer experiences at one Melbourne restaurant and relate them to consumer behaviours.

Background

Mesa Verde is an authentic Mexican restaurant on Swanston Street that serves typical Mexican dishes plus a range of Mexican wines, tequila, cocktails and beers. This restaurant adopts an easy-going theme that represents a touch of Mexican social life. It is ideal for group or casual as opposed to gourmet dining. Mesa Verde is more popular for its food and cocktails than anything else like dining experience. Her customers express great contentment with the style of preparation and type of foods served at Mesa Verde (Centre, Curtin House, & Verde, 2016). Her staff is also considered very friendly by customers. There is also an unusually elevated emphasis on the uniqueness of the cocktails served at Mesa Verde – every customer who gets to order a cocktail at Mesa Verde must mention how the cocktail served here is simply out of the way. We can therefore conclude, on first judgment, that this restaurant serves exceptionally good food and drinks; and that is what attracts customers here.

Consumers as individuals

We can relate a theory of perception to explain why customers choose to eat out at the restaurant, and not elsewhere. Most of the customers who have dined at Mesa Verde vividly express how easy-going the restaurant was. The setting of the restaurant promotes a culture of socialising and sharing. One customer describes how they enjoyed eating Mexican dishes and sharing among them (Centre et al., 2016); each one trying out what the other had ordered – this can hardly happen in a fine dining restaurant. Melbourne is an extremely multicultural city and we can assume that its inhabitants have influenced each other cultures to the extent that they socialise very freely.

It is very likely that when a group of young fellows think of eating out together most of them will have Mesa Verde in mind because of the friendly and social environment it provides. The internal influence among the customers is most likely guided by the perception that the restaurant provides a cordial venue for dining a little carefree. Despite the fact that in such a group scenario the consumers may influence each other just before deciding, each of them builds the conviction within themselves first. This just demonstrates that the factors that influence a consumer's liking of a product or service are, first and foremost, internal (Hattula et al, 2012). It is easier to relate this concept to the individual customer scenarios where they the process that influence their behaviour is personal. A customer could prefer Mesa Verde because it makes them, feel free, unlike how it would have been at some other gourmet Melbourne restaurant. What creates the liking, and hence preference, of one restaurant to others is purely personal.

Consumers as decision makers

Mesa Verde customers have a range of choices of restaurants where they can eat – but still most of them choose to dine there. The process that leads to their decisions must be influenced by a set of pre-determined events since most of the customers. This occurrence can be supported by Nicosia's (1966) model of buyer behaviour. Despite all the criticism against the linearity of the model, it sufficiently relates to the situation. In the example of the lady who went out to the restaurant with her friends, we could view the situation as being influenced by the four-phase decision-making process: the friends identify that they need to eat out together; they find out which restaurants are available around; they evaluate the suitability of each of the restaurants based on their social culture; then they decide that it is Mesa Verde.

Notwithstanding the idea that this process is individual and happens independently among the consumers, the factors that influence the process are common. This means that there will be a “predictable” pattern of decision making for any set of consumers with similar socio-cultural predisposition (Lovelock, Patterson & Wirtz, 2014). It is important to note that according to Nicosia's (1996) and similar models, the consumers are the ultimate decision makers – but if you consider the fact that you can significantly influence their decision making, this becomes debatable (East, Wright & Vanhuele, 2013). Mesa Verde's perception as a friendly, informal, Mexican-style social restaurant is intentional; but whether it is intentional or not, the perception it creates among its customers still stand.

Consumers and subcultures

Consumers behaviours are certainly guided by cultures and subcultures; and more so towards certain products or services such as fashion, dining and technology. Consumers unconsciously desire to align and associate themselves with particular cultures in search for identity (Bhattacharjee, Berger & Menon, 2014). With the multicultural environment of Melbourne, most people will tend to get absorbed by some of the modern stylish culture. One of the main characteristics of such a subculture is increased socialism. However, consumers will not always be in a mood for socialising – at times one would prefer a more elegant setting such as when on a romantic night out. The relevance of cultural and sub-cultural influences on consumer behaviour is felt on most situations but definitely not all.

Conclusion

The discussions above have clearly shown that consumer behaviours are influenced at an individual level first. Consumers must create a positive attitude towards a product or service, then they develop a liking for it before they decide to buy it. We have also seen that although the final decision lies with the consumer, it is possible to interfere with their decision making pattern and possibly guide that process through a predetermined path. Cultural and sub-cultural alignments have come out as significant factors that influence consumer behaviours. As consumers desire and seek to be identified with specific subcultures, it is important for a business to align its philosophy to match that of its target market.

From these conclusions, Mesa Verde can drive sales by adopting a few suggestions. First, they have a big advantage of being renowned for providing unique cocktails as well as exceptional Mexican dishes. They can increase brand loyalty among their customers by putting maximum attention on these two products. They should make not just some, but all clients that eat at the restaurant remember their food and cocktails. The restaurant is also liked by its customers for its apparent easy-going feel. This is another strength they can build on in their marketing plans. It’s all about branding – and despite the fact that they have done quite well in establishing their identity as that authentic Mexican restaurant on Swanston Street that serves typical Mexican dishes and unique cocktails, they can add creativity to this identity to further to increase brand loyalty.

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