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Seminar Presentation: Modern Consumer Behaviour, University of Zurich 2012

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Presentation for the Seminar "Modern Consumer Behaviour" @ University of Zurich

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Seminar Presentation: Modern Consumer Behaviour, University of Zurich 2012

  1. 1. Seminar in ModernConsumerBehaviour Robert Kozinets Task Force «Food» Gordana Miletic Seminar in Modern Katharina Schwarzinger Consumer Andreas Schwarzinger Behaviour Andreas Sieber 8/10/2012 David Fritschi 1
  2. 2. agenda starter intermediate main course dessert 1 2 3 4 introduction consumer needs stp new idea research results identified white spots 4 (7) p‘s business opportunity in Seminar Modern Consumer Behaviour 8/10/2012 2
  3. 3. introductionresearch resultsSTARTER 1 Seminar in Modern Consumer Behaviour 8/10/2012 3
  4. 4. where are we commin„ fromthe focus of our analysis lies on lunchtime eating experiences food in general  emotions linked to food Seminar in  experience of eating food Modern Consumer Behaviour  eating at lunchtime 8/10/2012 4
  5. 5. what were our objectives?we went out to find unsatisfied needs of food consumers  learn more about consumer behaviour  learn how to research on consumer behaviour  find out about the „behaviour“ of food consumers…  to find potentially unsatisfied needs…  for a new business idea Seminar in Modern Consumer Behaviour 8/10/2012 5
  6. 6. how did we do it?3 main research methologies and tools interviews observations netnography and our brains! Seminar in Modern Consumer Behaviour 8/10/2012 6
  7. 7. key take-aways to remember5 fields of interest identified  there are 2 types of consumeral eating behaviours: • eating to live • living to eat  there is far more to restaurant visits than just the food  food, service and atmosphere influence the restaurant experience  price is not important as long as the quality of food and service is good  people who visit restaurants alone Seminar in Modern feel „empty“ Consumer Behaviour 8/10/2012 7
  8. 8. key take-aways to remember (1/5)filling the stomach vs. enjoying the experience of eating eat to live living to eat  quick cooking / delivery  quality of the food  no service required  service requirements  affordable prices  relevance of atmosphere  eat alone / on the go  eat in a group Seminar in Modern Consumer Behaviour 8/10/2012 source: interviews and observations 8
  9. 9. remarkable quoteseat to live vs. living to eat „If you have a little bit more time at lunch you may want to sit somewhere nice with an attractive atmosphere. But if you do not have a lot of time, you go somewhere quick and cheap, because you know you will not sit there for a long time, so it is ok.“Seminar in Modern Consumer Behaviour 9
  10. 10. key take-aways to remember (2/5)there is more to restaurant visits than just the food  eating is just one side of the story… Seminar in Modern Consumer Behaviour 8/10/2012 source: interviews and observations 10
  11. 11. key take-aways to remember (3/5)food, service and atmosphere  evidence from tripadvisor.de: • best rated restaurants all offer superior food and service even if the atmosphere is described as poor [!] • restaurants with strong atmosphere but poor service or bad food are ranked low • that does not mean that atmosphere is not important! Seminar in Modern Consumer Behaviour 8/10/2012 source: tripadvisor.de, search for „Zurich“, category „restaurants“, own analysis 11
  12. 12. key take-aways to remember (3/5)food, service and atmosphere – applied to the kano model exciters satisfaction atmosphere differentiating service aspects (humor, being courteous) satisfiers quality of food service requirements (friendliness, being supportive)level of fulfillment dissatisfiers basic service requirements (speed, being polite) Seminar in Modern Consumer dissatisfaction Behaviour source: for the kano model, see for example Merkle & Kreutzer 2007: Emotion, Leidenschaft und Begeisterung – Ein noch immer unterschätzter Erfolgsfaktor im 8/10/2012 Marketing, in: Die neue Macht des Marketing. Wiesbaden, 29-30 12
  13. 13. remarkable quotesfriendliness of service personel “The staff is sort of engaging, so I just dont feel out of place! Its like they tell you their life story before your ilanesas Seminar in on the table.” Modern Consumer Behaviour
  14. 14. key take-aways to remember (4/5)the price is not as important as we think it is…  especially valid for Zurich and mid to high income classes  you get what you pay for mentality  as long as the quality of food and service is good or superior  remember: atmosphere is important • exciters can make people forget about unfulfilled satisfiers (e .g. a high price) Seminar in Modern Consumer Behaviour 8/10/2012 source: interviews and observations 14
  15. 15. key take-aways to remember (5/5)consumers eating alone in a restaurant feel „empty“  people visiting restaurants alone can feel „empty“ [bored, self-conscious, lonely, being stared at] • remember the article „why the self is empty“1 Seminar in Modern Consumer Behaviour 1. Cushman 1990 8/10/2012 source: interviews, observations and social media research (see next slide) 15
  16. 16. remarkable quotespeople eating alone feel „empty“ “I think that going to the movies alone has the same stigma attached. Lots of people stay in their apartments, eat frozen dinners and rent DVDs, just so that they dont have to endure the stares of people who consider going out alone as a sign of antisocial behavior.” “Now though, I AM lonely and cant bring myself to do it. The last time I did it, I felt lonely there, and I looked over and saw someone else sitting alone eating, too. For the first time, I realized how pathetic I might look.” “For a long while I felt sorry for myself and in Seminar was afraid to go. And I felt like people Modern Consumer were staring at me.”Behaviour
  17. 17. consumer needsidentified white spotsINTERMEDIATE 2 Seminar in Modern Consumer Behaviour 8/10/2012 17
  18. 18. so what did we learn from all that?identified unsatisfied customer needs and potential white spots i want … a place where I … a place where I … a place where I … a place which can have a quick can have a quick can go alone is in Zurich lunch or or and and long lunch, where I feel depending on my with a group healhty food welcome time preferences time people health service Seminar in Modern … and all of that in just one place. Consumer Behaviour 8/10/2012 18
  19. 19. there is something missing here, right?or: how on earth can we combine all these needs?  there needs to be an overarching, linking theme that brings all that smoothly together and offers new and something truly innovative Seminar in Modern Consumer Behaviour 8/10/2012 19
  20. 20. remarkable quotesservice gap in Zurich for healthy food „I have the feeling that you really have to concentrate and dive deeper into the topic of eating healthy to find a place that offers this kind of food in Zurich.“ Seminar in Modern Consumer Behaviour
  21. 21. the missing link could be responsibilityreasons why we think responsibility could be a linking theme  so, why responsibility? • there„s a trend towards green stuff [e. g. cars] • there„s a trend towards sustainable food in retail [e. g. fair trade or organic food]1 • people become more aware of a healthy and balanced nutrition2 • it is a fact that better educated and better-off people live healthier3 So let‘s make „green“ cool! Seminar in Modern Consumer Behaviour1. see for example Lockie / Lyons / Lawrence / Mummery 2002: Eating Green: Motivation behind organic food consumption in australia. Sociologia Rurals, 42 (1), 23-40 see also www.nzz.ch/nachrichten/politik/schweiz/bio-bauern_schweiz_absatz_bio-produkte_1.5279017.html 8/10/2012 see also www.veledes.ch/documents/biomarkt2010.pdf or www.bionetz.ch/bio-praxis/gastronomie.htm2. see for example www.nzz.ch/nachrichten/hintergrund/wissenschaft/sind_bio-lebensmittel_gesuender_als_konventionell_produzierte_1.727433.html 213. see for example www.sueddeutsche.de/leben/ergebnisse-der-verzehrstudie-bildung-macht-schlank-1.595947
  22. 22. stp4 (7) p‘sMAIN COURSE 3 Seminar in Modern Consumer Behaviour 8/10/2012 22
  23. 23. who do we go for with our idea?socio-economic segmentation and targeting of white-collars income white-collar workers DINKS retired people families blue-collar workers yuppies students age  why target white-collar workers and dinks? • affordability of premium prices • restrictions of available time at lunch Seminar in • high level of education Modern Consumer • work-life-balance (de-accelerating) Behaviour • socialization and networking 8/10/2012 23
  24. 24. how do we differ from others?positioning of our new idea in the responsible and social corner market opportunity focus on socialising „Bierhalle“ „s„Triibhuus“ our „Pizza Hut“ idea „Not Guilty“ no focus on „McDonald„s“ focus on responsibility responsibility „New Point“ „Tibits“ gap Hot dog booth focus on Seminar in quickness Modern Consumer Behaviour 8/10/2012 24
  25. 25. how would we achieve what we have planed?the seven p„s of service marketing  responsible eating experience  places for all types of product customers: socializing area dating area  upper price range rest area physical  quality signal price  visualization of the environment  price-promotions responsibility theme  multisensual experience  „see-through“ kitchen marketing mix  city centre of Zurich  saving time with process place  business area ordering screens  proximity to public transportation Seminar in people promotion  friendly employees  sustainable advertising Modern  training of personnel  social media community Consumer  culture of hospitality  guerilla marketing Behaviour  full focus on high-  iPhone app for healthy 8/10/2012 quality service eating / living 25
  26. 26. remarkable quotesopen / see-through kitchens “When I sat at the counter in front of the chef‟s station and had a lively and friendly chat with the chef while he prepared meals.” “At Joule, you can watch the chefs dance around one Seminar in another while creating beautiful, delicious food and canModern Consumer watch your own food being made.” Behaviour 8/10/2012 26
  27. 27. new ideabusiness opportunityDESSERT 4 Seminar in Modern Consumer Behaviour 8/10/2012 27
  28. 28. our idea: REALresponsible eating and living as the over-arching theme  some ideas: REAL • responsibility, sustainability and health considered in every step of the supply chain [purchasing, cooking, eating, treating and educating people, waste management, interior design, …] Responsible Eating And Living • educating people in eating, cooking and living healthy during the visiting process of the restaurant » experience marketing • visualization of the theme in the interior design [wood, nature, clean, warm, open kitchens, …] • potential for brand expansions: specialist Seminar in Modern store for healthy food and ingredients, Consumer Behaviour books, courses, seminars, … 8/10/2012 28
  29. 29. so what did we learn from all that?identified unsatisfied customer needs and potential white spots i want … a place where I … a place where I … a place where I … a place which can have a quick can have a quick can go alone is in Zurich 4 4 4 4 lunch or or and and long lunch, where I feel depending on my with a group healhty food welcome time preferences time people health service Seminar in Modern … and all of that in just one place. Consumer Behaviour 8/10/2012 29
  30. 30. Thank you for your attention and always remember:AN APPLE A DAY KEEPS THEDOCTOR AWAY! Seminar in Modern Consumer Behaviour 8/10/2012 30

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