Among the factors that influence consumer buying behavior to the selected product is also personal factors, namely: a. Demography These factors influence the choice of customers in the market for related demographic information base or background of an individual, such as gender, age, ethnicity, education level and income. Important factors related to age is often overlooked by marketers. This may be due to the large difference in age between individuals who determine market strategy and the individual who bought the product or service. (Kotler, Bowen, Makens, 2003, pp.205-206). There are also the individual personalities that change frequently purchased goods and services in line with the cycle of life and also when their age increases. For …show more content…
For example, construction workers often buy lunch from the catering to come to work. Executive officer, bought lunch from a full-service restaurant, while office workers bring food from home or purchased from a nearby restaurant served quickly (Kotler, Bowen, Makens, 2003, p. 207). For example, someone who is busy working and student busy with his task less fond of the dishes that will be cooked as a waste of time. Therefore, these people will always pay a visit to a fast food restaurant like Bapple to get donuts that can cater to their favorite flavors. The economic situation someone would affect the choice of products, for example Rolex ranking upscale customers while Timex intended for medium-sized customers. The economic situation of a tremendous influence product selection and purchasing decisions on a particular product (Kotler, Armstrong, 2006, p.137). The economic situation will also affect the choice of a person who buys goods. Marketers also need to be sensitive to income and observing the trend that favored customers. For example, if customers want to take it easy with his family after being tired when buying goods in malls they can enjoy fresh donuts to choose from a variety of flavors to eat with family or friends. Therefore, Bapple take …show more content…
Personality is the unique characteristics of psychology that leads to stability and continuous response to the environment itself, for example someone who is confident, dominant, like socializing, autonomy, defensive, easily adaptable, aggressive (Kotler, Armstrong, 2006, p.140). Therefore, traders need to use a variety of strategies to influence customer buying interest because of personality may turn out to customers. Everyone has a complex self-image and behavior tend to be consistent with the self-concept (Kotler, Bowen, Makens, 2003, .212). Different personality will affect purchase behavior. It refers to the psychological characteristics that are unique to bring to the reaction of a person. Personality is often depicted with attributes such as optimism and marketers need to analyze the behavior of consumers towards the product that they sell. For example, customers might be bored with Bapple donut recipe that is always the same without any change and they may switch to other fast food marketers who are looking for space to do more to compete for
Expansion into developing nations with different social and cultural parameters would require altering the menus and catering to the specific customer needs. Economic factors The low franchising cost comparing to the competitors is an advantage for Subway. However the cost of ingredients and supplies used in the preparation of food is higher than that of the competition due to the need for fresh ingredients. Customers have a perceived value which is higher than that of the product offerings of alternate fast food chains.
For starters, the price gap between actual groceries and fast food is astronomical. When you can buy a burger at a fast food restaurant for a dollar but a salad at the same place cost 7 dollars, the cheaper option—more times than not— appears to be more desirable. In many cases, the financial burden forces them to sacrifice a healthy lifestyle for full bellies. While accessibility to healthier food choices is scarce in many areas, fast food restaurants have managed to appear on just about every corner.
In the article “It’s Portion Distortion That Makes America Fat,” by Shannon Brownlee explains how fast food companies persuade you to eat. In fast food places, they use fast food marketing strategies to induce an amount of people to eat more. Another strategy was called “smart research”. This strategy targeted “heavy users” and people who to go restaurants on a daily basis. Brownlee said that cheap products would influence us to buy more of them.
Now don’t get me a wrong, a good juicy cheeseburger is good every once in a while. Through the opening of these fast food restaurants, kids, adults, and students alike will be more tempted than ever to spend the money on a quick and easy meal. I can’t count the number of times my parents have gotten take out simply because they didn’t want to cook. Secondly, the prices of fresh food are at an all-time high. Currently, the prices of fresh eggs are higher than recent years because of a bird flu.
Several new fast-food companies have emerged in recent years, appealing to younger customers with their creative menu offerings. Traditional fast-food companies like McDonald's and Burger King have lost market share to these chains, such as Chick-Fil-A, ShakeShack, and Five Guys. We can see the losses of other companies because when you go near any of these places that are competing the line tends to always be longer at Chick-Fil-A. The only thing is that there are so many more locations of say Mcdonald's or Burger
In this regard, the restaurants had to provide quality food at affordable prices while at the same time focusing on making profits. Possibly, there are different ways of addressing
In Margaret Visser’s essay, “The Rituals of Fast Food”, she explains the reason why customers enjoy going to fast food restaurants and how it adapt to customer’s needs. Some examples of the most loyal fast-food customers are people seeking convenience, travelers, and people who are drug addicts. First, most loyal customers are people seeking convenience. The reason why fast food restaurants are convenient because longer hours of being open, the prices are good , etc. As Visser said in her essay, “Convenient, innocent simplicity is what the technology, the ruthless politics, and the elaborate organization serve to the customer” (131).
The concept of personality has fascinated psychologists for years. Allport proposed the hierarchy of traits – cardinal, central, and secondary traits (Allport, 1945). Cattell also proposed his theory, the sixteen dimensions of human personality (Cattell, 1944). Jung developed a type-based theory of personality, with different dichotomous personality categories, which was further developed by Myers and Briggs in 1962 to produce the Myers-Briggs Type Indicator (Ford, 2013). Some psychologists have even argued that personality does not exist; that people change behaviour over time and across various situations.
These factors include the percentage of people who has busy lives. Those who are busy prefer to eat from food chains than cooking at home. So the growing number of busy people in a social fabric can influence Arby’s. Most People are workaholic nowadays; therefore, there is more tendency of eating out. Thus, it turns to be an opportunity for the food chains like Arby’s.
Executive Summary Taco Bell is a fast food restaurant chain in America based in California (Grant, 2006). This fast food restaurant specializes in serving burritos, nachos, quesadillas and tacos among other food items in their menu (Grant, 2006). It serves about 2 billion consumers every year in over 6,500 restaurants majority in the United States, where over 80% are operated and owned by independent franchisees in countries including Australia, United Arab Emirates, India, Mexico, Poland, Greece, Philippines, United Kingdom, and Chile among others (Grant, 2006). This fast food restaurant was founded by an individual known as Glen Bell (Walker, 2014). Tacos Bell had a franchise in Dubai shopping mall which was opened in November 2008 and closed
The reason is that consumer want , preferences, and usage rates are often associated with demographic variables.
Personality is the way one behaves, thinks and feels. Theorists are interested to learn what shapes personality, what causes one to behave, think and feel the way one does. Different theorists have different beliefs in what causes these individual differences. These individual differences can be split into two categories, nature and nurture. Nature would be environment while nature would be the brain and the genes, also known as genotype.
(David and Geoff, 2000) Consumer buying behaviour is affected by three main factors which are buying situation, personal influences and social influence level. (Weilbacher et al 2003) Advertisements do not affect the whole; but only what consumers have learnt and perceived about the product. Advertisements main task is to explain the complete idea in different way so products have a livelong impact on consumer mind. To analyze customer behavior more aggressively, firms need to understand some important aspects of consumer behavior that are associated with product so consumer buying behavior can be understood.
Personality is defined as the combination of characteristics or qualities that form an individual 's unique character. Personality theory is the approaches to understanding the “What”, “How” and “When” of characteristics and features that make up an individual 's personality. An insight into personality is important to understand the function of a person’s mind. By doing this you would be able to understand and observe your own psyche from an outside perspective, interact with others better and understand why they do what they do or predict how someone may react to something. My personality can be describe as Introverted since I am reserved, practical and quiet.
Consumers make purchase decisions when buying small items (such as a cup of coffee) and buying larger items such as houses. Consumers begin to search for products or services that meet their needs after recognizing their needs or needs. They evaluate their choice and pay attention to everything from pricing to brand reputation before the mark is purchased. Four consumer buying behaviour overview product purchase