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

1. Seminar in
Modern
Consumer
Behaviour
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. 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
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3. introduction
research results
STARTER 1
Seminar in
Modern
Consumer
Behaviour
8/10/2012
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4. where are we commin„ from
the focus of our analysis lies on lunchtime eating experiences
 food in general
 emotions linked to food
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 experience of eating food Modern
Consumer
Behaviour
 eating at lunchtime 8/10/2012
4

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
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6. how did we do it?
3 main research methologies and tools
interviews observations netnography and our brains!
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Modern
Consumer
Behaviour
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7. key take-aways to remember
5 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
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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
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9. remarkable quotes
eat 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
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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
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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
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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
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13. remarkable quotes
friendliness of service personel
“The staff is sort of engaging, so I just
don't feel out of place! It's like they tell
you their life story before your ilanesa's Seminar in
on the table.” Modern
Consumer
Behaviour

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
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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. remarkable quotes
people 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 don't
have to endure the stares of people
who consider going out alone as a
sign of antisocial behavior.”
“Now though, I AM lonely and can't 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. consumer needs
identified white spots
INTERMEDIATE 2
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Modern
Consumer
Behaviour
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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
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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
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20. remarkable quotes
service 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. the missing link could be responsibility
reasons 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
Behaviour
1. 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.htm
2. see for example www.nzz.ch/nachrichten/hintergrund/wissenschaft/sind_bio-lebensmittel_gesuender_als_konventionell_produzierte_1.727433.html 21
3. see for example www.sueddeutsche.de/leben/ergebnisse-der-verzehrstudie-bildung-macht-schlank-1.595947

22. stp
4 (7) p‘s
MAIN COURSE 3
Seminar in
Modern
Consumer
Behaviour
8/10/2012
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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
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• high level of education Modern
Consumer
• work-life-balance (de-accelerating) Behaviour
• socialization and networking 8/10/2012
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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
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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
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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
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26. remarkable quotes
open / 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
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27. new idea
business opportunity
DESSERT 4
Seminar in
Modern
Consumer
Behaviour
8/10/2012
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28. our idea: REAL
responsible 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
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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. Thank you for your attention and always remember:
AN APPLE A DAY KEEPS THE
DOCTOR AWAY! Seminar in
Modern
Consumer
Behaviour
8/10/2012
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