11.
Describe your buying decision-making process the last time
you ate at a mall food court.
Answer: Last time I ate food in KFC. When selecting food court I
have to go through Six Stages of the Consumer Buying Decision Process. Actual
purchasing is only one stage of the process. Not all decision processes lead to
a purchase. Lets dicuss about those stage.
- Problem Recognition(awareness
of need)--difference between the desired
state and the actual condition. Deficit in assortment of products.
Hunger--Food. Hunger stimulates my need to eat.
Information search--
- Internal search, past experiane from KFC.
- External search from my Friends and relatives.
A
successful information search leaves me with possible alternatives, the evoked set.
Hungry, and
I want to go out and eat, evoked set is
- chinese food
- Deshi food
- KFC
- BFC
- Evaluation of Alternatives--need to establish criteria for evaluation, what i
want or do not want. Rank/weight alternatives or resume search. May decide
that i want to eat chicken fry, KFC gets highest rank etc.
- Purchase decision—Here I Choose buying alternative, includes product, package, store, method of purchase etc
- Purchase—here I ate or purchase the food from KFC.
- Post-Purchase Evaluation—outcome of my Satisfaction or Dissatisfaction after eating food. Cognitive Dissonance, have i made the right decision. This can be reduced by delivering speed, workers behaviour etc.
22. What decesion criteria influence a family making a food
court purchase?
Answer: A family, making a purchase decision will be affected by
the following three factors:
Ø
Personal
The marketer must be aware of these
factors in order to develop an appropriate MM for its target market.
Unique to a particular person.
Demographic Factors. Sex, Race, Age etc. Who in the family is responsible for
the decision making. Young people purchase things for different reasons than
older people.
Psychological factors
Psychological factors include:
- Motives--
A motive
is an internal energizing force that orients a family's activities toward
satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. MASLOW hierarchy of needs!!
Actions are effected by a set of motives, not just one. MASLOW hierarchy of needs!!
- Physiological
- Safety
- Love and Belonging
- Esteem
- Self Actualization
Need to
determine what level of the hierarchy the consumers are at to determine what
motivates their purchases.
- Ability and Knowledge--
Need to
understand individuals capacity to learn of a family. Learning change
consumers' behavior about a product, need to give them new information re:
product...free sample etc.
- Personality--
all the internal traits and behaviors that make a person unique, uniqueness arrives from a person's heredity and personal experience. Examples include:
- Workaholism
- Compulsiveness
- Self confidence
- Friendliness
- Adaptability
- Ambitiousness
- Dogmatism
- Authoritarianism
- Introversion
- Extroversion
- Aggressiveness
- Competitiveness.
Traits
effect the way people behave as well as a family behave toward a mall food
court.
Lifestyles
are the consistent patterns people follow in their lives. Like- personal
independence and individualism and a preference for a healthy, natural
lifestyle.
Social Factors
Family’s wants, learning, motives
etc. are influenced by opinion leaders, reference groups, social class and
culture.
- Opinion leaders--
Marketers
try to attract opinion leaders...they actually use (pay) spokespeople to market
their products.
- Social Class--
families
who have similar social rank have same buying behaviour. Like- same occupation,
education, income, wealth, race, ethnic groups and possessions.
- Culture and Sub-culture--
Culture
refers to the set of values, ideas, and attitudes that are accepted by a
homogenous group of people and transmitted to the next generation.Culture also
determines what is acceptable food for a family.
Like-
muslim family’s will not buy pork as teir food. Because it is restricted by
islam.
33. Which group
should Chi-Hung target, or should he try to sell to everyone?
Answer: A food court
has many type or segments of customers. Form our case study we can see that,
Chi-Hung’s KA-PAWI has several customers.like-
·
Peoples
who came here to buy soft drinks.
·
Employees
who come here to have launch
·
Students
·
Old
persons
So
we can conclude that, if Chi-Hung target any one of those segments then it
would loose a huge number of customers. Also it will be unefficient to serve
only one type of customer. Chi-Hung should target all of the customers’ segment
and they should try to provide their best to every segments.
34. Should KA-PAWI
offer takeout? Delivery? How else can the company sell additional produtcs?
Answer: delivery speed
is one of the most important factor to bring success for a food restaurant.
KA-PAWI should create a high speed home and table delivering system so that it
can be different from others.
In addition to their food business thy need to sell
many supporting products.like-
·
soft
drinks,
·
pestry cake,
·
wine.etc.
because
some of the clients come here to buy soft drinks, specially the high school
students.
