Marketing and Customer Engagement Analysis

Question: Discuss about the Consumer behavior analysis, including identification of the type of consumer and target market. Answer: Introduction: To analyze the buying behavior of consumes is the most important part for every company. Consumers are the pillar for the success of a company. So, it is crucial to analyze the behavior of the consumers towards product and services (Baraban Durocher, 2010). The Aloha poke caf is expanding its business in Australia. Before expanding the business, it is important for the caf to understand the consumer behavior in the Australian market. The cafe has variety in food and it brings innovations in the food time to time. Along with this, aloha poke caf provides a variety of healthy, nutritious and clean catering to its customers. But, to attract t more and more customers, caf needs to understand the needs and requirements of the customers (Egerton-Thomas, 2006). There are four steps to analyze the behavior of the consumers It is important for the Aloha poke caf to provide such services to the customers which can grasp the attention of the customers. The Aloha poke has identified the young customers for marketing the products. It has been seen that there are lots of young people who are going college and school. The caf will be beneficial for them to take lunch and dinner and to do the parties. They want best quality of food in good taste with lower rates. Info search In this part, Aloha poke needs to search the information related to the customers taste and preferences. There is lots of competition in the food industry and the substitutes of the products are available easily. So, there is the possibility that consumers can switch to other caf if they are not satisfied (Armstrong Cunningham, 2012). Next point is evaluation of info search done by the company. In the evaluation part, caf has to categorize the customers based on their tastes and preferences. For example, some people like black coffee and some people like strong sugar in coffee. On the basis of categorization, caf will be able to satisfy the customers. In this part, Aloha poke caf needs to compare the purchasing decisions of the customers with other cafes. On the basis of purchasing evaluation, Caf will be able to analyze the mindset of the consumers in terms of their products. It is important not only to please the customers at the time of purchasing but also satisfy them for the post purchasing. In this part, caf need to satisfy the customers in such a way that they come to the caf again and again for further services. Type of customers and Target market The Aloha poke caf will mainly attract the age group of 24 to 38. It will attract 30% of young population to enter the new market in the beginning. The reason is that they are the most social and tech-savvy generation of the country. Aloha poke caf can get benefit from this generation because the young people are fond of eat out and drink coffee outside of the home. After that, caf will focus on the family members and family oriented group (Fifield, 2012). The target market of caf is described in the figure. References Armstrong, G., Cunningham, M. H. (2012). Principles of marketing. Australia: Pearson publication Baraban, R. S. Durocher, J. F. (2010).Successful Restaurant Design. USA: John Wiley Sons Egerton-Thomas, C. (2006). How to open and run a successful restaurant. (3rd). UK: John Wiley and Sons, Inc Fifield, P. (2012). Marketing strategy. (2nd edition). Berlin: Reed educational publishing Pvt Ltd