Zingara Cucina is an underground restaurant, which operates in Australia. Such kinds of restaurants are also called supper clubs, and the location of this restaurant is usually someone’s home. The location is never permanent, and it only operates in the summertime. Consumer behaviour and knowing its consumers is never simple for any company. Customers may state their needs and want but act otherwise or do not even follow. Marketers of Zingara Cucina need to study their target market customer’s wants, perceptions, preferences and shopping and as well as buying behaviours. The starting point for understanding buyer behaviour is the stimulus-response, marketing, and environmental stimuli enter the consumer’s consciousness, the consumer’s characteristics and the decision process leads to certain purchase decisions. It is the task of Zingara Cucina marketers to understand the consumer’s consciousness between the arrival of outside stimuli and the buyer’s buying decision.
The consumer behaviour tools to segment the Australian market and profile the likely adopters of Zingara Cucina would be based on the marketing stimuli (i.e., the food, the affordability of the food, the location and how it was advertised), by the buyers’ personal characteristics (i.e., adults who can enjoy the food, the income level so that they are able to afford it, the lifestyle (whether they belong to middle class, working class, upper class etc.)) and based on their preference in food. The people who are going to adopt the Zingara Cucina ‘food culture’ will be the individuals who belong to the upper-middle, middle, lower-upper and upper-upper classes. Because they all follow the fashion trends and that they serve as a reference group to all (especially the upper uppers class).
- Australian Consumers Strategies to Reduce Food Waste
- Consumer Behavior and Advertising Effectiveness
- The Perspectives on Consumer Behavior
- Consumer Behavior: Internal and External Factors
- Customers’ Behavior Analysis: Prospect Theory and Irrational Consumer Behavior
- Segmentation Targeting and Positioning Approaches
- Building of an Effective Segmentation Model