Consumer Research & Consumer Decision-making Process - Case Study Analysis - Management Assignment Help
Assignment Task
Learning Outcomes Assessed:
LO1: Describe and examine the buyer decision-making process influences on marketing strategies for consumers and businesses
Hypothetical Scenario
Taco bell
Please find an attached case study about Taco Bell; it provides you with useful information about the history and establishment of the Taco bell chain around the globe.
In a hypothetical scenario, consider Taco Bell is interested in entering the NZ market and would like to develop its understanding of the New Zealand fast food market. Taco bell believes that it is critical to understand customers’ mindsets in order to succeed in a new market.
In order to understand New Zealand’s fast food customers better, you have to conduct brief secondary and primary research (3 structured interviews) to collect, organise and analyse information. Your information should be useful for Taco Bell in its future endeavours in New Zealand. You will also be required to conduct a brief literature review to better understand some key topics of marketing and consumer behavior
Research required
Secondary research:
- Topics
a. Fast food
b. Customer habits/behaviour toward fast food
c. Customer decision-making for fast food o NZ culture and society 4
Primary research: three structured interviews
- Develop 10 questions relevant to fast food and TACO BELL.
- Conduct 3 structured interviews based on the questionnaire developed. The interviews should be for 20 mins each minimum..
Assignment Task
Internal & External Influences (approx. 1000 words)
- Based on your structured interviews and secondary research, establish how each of the following factors influences fast food customers in New Zealand.
a. Internal (Choose any 2)
- Age
- Income levels
- Personality
- Motivation
b. External (Choose any 2)
- Cultural Background
- Reference groups
- Family and Household
- Popular culture
- What are the steps for the Consumer Decision-making Process?
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