Factors Affecting Fast Food

1066 Words5 Pages
Slide 6 Factors influencing consumer behavior in the fast food industry: 1. Cultural Factors Culture is an important consideration for our organization, especially at our international locations. Culture teaches us our values and preferences. Because not everyone feels comfortable dining in a fast food restaurant, we have developed a brisk carry-out business, and this has helped to build our organization. We pride ourselves as an organization on being sensitive to cultural differences. We also realize that culture impacts our business since this is what motivates consumers to choose one brand over another. Culture is also tied in with social class. Different social classes have different consumption patterns. Because our products are…show more content…
Psychological Factors Psychological factors will impact this organization. In fact, it is also this organization’s goal to encourage the purchase of our new product through motivation, perception, learning, beliefs, and attitudes regarding the consumption of healthy foods (theconsumerfactor.com, 2013). Slide 7 Advertising expenditures by media for International Burgers Limited Advertising expenditures by media have been determined based on covering all of the media that our target market is likely to encounter. Our target market is Baby Boomers-people born between 1946 and 1964) as well as Generations X-those born between 1965 and 1977 and Generation Y-those born between 1980 and 2000. Internet advertising will include social media and the title of “Other” will be designated to cover some advertising expenses, such as those associated with digital media, which is a growing form of advertising. This organization’s customer base is more representative of the consumer base of a fast-casual restaurant, and this is due to our menu items. The age ranges for fast casual restaurants and QSRs are as follows (Valassis.com, 2013; The NPD Group, 2014): Fast Casual Restaurants QSR Restaurants Age All Consumers Age All…show more content…
For this reason, our advertising structure includes some traditional forms of advertising. These forms of advertising include newspapers, local TV, and magazines. People in the 50 and over age group still view these media, and they represent 33% of the customers for QSRs and more than 42.3% of the customers for fast casual restaurants, and the advertising to this group will be comprised of 35.5% of the budget. To capture the rest of the market, we will advertise on cable TV, Network TV, the Internet including social media, Hispanic TV, and through other forms of media including digital media, which will be comprised of 64.5% of the budget. Slide 8 Advertising expenditures and consumer behavior are alike from the standpoint that both are based on measurements. While advertising expenditures are measured in dollars, consumer behavior is measured by the number of people that fall into each category of the product adoption cycle. The adoption cycle is based on Rogers’ Diffusion of Innovations Theory and is dependent upon innovators and early adopters to adopt a new product and move it forward. Advertising expenditures need to be geared toward this group initially in order to have these individuals provide word-of-mouth advertising that will also
Open Document