Reference no: EM133530284

Applied Consumer Behaviour

- Using consumer behaviour analysis to establish a new business Understanding the drivers of consumer behaviour is essential in business. This can be the difference between success and failure of a company. In this project , you will be considering the launch of a new coffee shop. You need to describe how you will approach understanding the behaviour of consumers to position the company for success. Think of this from a customer needs perspective - if we cannot identify the consumer need how can we satisfy that need? OVERVIEW As the marketing director for the "Canadian Coffee Co - life is better with good coffee" you are creating the product positioning for a new coffee shop in Winnipeg using the tools we have studied in class. Right now, there is only the name and tag line. You need to develop the store concept based on your assessment of consumer trends and what type of customer will be your main target. Marketing is taking the lead in these areas, and you are driving the entire process as Marketing Director. Answer the following questions:

1. Brief introduction of your paper. 2. Describe your primary target customer:

Be specific in terms of demographics and psychographics.

Describe the most important influences (such as family, social, attitudes, consumption activities) and how this relates to attracting these people as customers.

3. Describe your approach to assessing the competitive market for coffee shops:

Describe the types of consumers they are currently serving. • NOTE: you can use proxy data - you need to demonstrate that you can use various sources to try and see how varied the positioning and messaging is in your market to determine if there is a profitable target market for your focus.

4. Outline the types of products you will offer based on your assessment of questions two and three.

Describe how you will apply marketing research and consumer behaviour assessment tools to guide this new product development process.

You do not need to create individual coffee flavours (unless you want to). You should describe a general range of the number of products, the serving sizes, etc.

Include a recommendation of how you will set up the shop. For example, how many seats do you want (if any), what other beverages (if any), what type of food service (if any). Do these options augment or detract from the customers you want to bring in? These elements will help you influence the type of customer you can expect to attract.

NOTE: you do not have to provide a detailed food menu if you opt to include food. You just need to state why or why not food will be available. 5. How will you differentiate your coffee company? What behaviours do you need to change with consumers that currently go elsewhere so that they will visit and purchase at your store?? What factors will you focus on, such as: • Self • Cultural • Motivation • Rituals, etc. 6. How will you develop cognitive memory for your coffee shop so that you can gain enough customers to remain in business? What is the advertising message approach you will take? Is it factual or emotional and briefly explain why? How can you insert your coffee shop into the consumer buying process? 7. Include a brief conclusion.