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    Assignment 1 TAcobell 2017 1

    Uploaded by

    Aayush Aneja
    This document provides instructions for an individual assignment on consumer behaviour for a course on buyer behaviour and communication strategy. Students are asked to conduct secondary and primary research on the New Zealand fast food market to help Taco Bell understand customer mindsets as they plan market entry. Specifically, students must: 1) Analyze customer decision making processes and develop a model based on research. 2) Analyze how internal factors like age, income, and personality and external factors like culture, reference groups, and popular culture influence fast food customers in New Zealand. The assignment is worth 30% of the student's final mark and is due on March 19th, 2017. Research tasks and specific questions to address are outlined.

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    Assignment 1 TAcobell 2017 1

    Uploaded by

    Aayush Aneja
    400 views3 pages
    This document provides instructions for an individual assignment on consumer behaviour for a course on buyer behaviour and communication strategy. Students are asked to conduct secondary and primary research on the New Zealand fast food market to help Taco Bell understand customer mindsets as they plan market entry. Specifically, students must: 1) Analyze customer decision making processes and develop a model based on research. 2) Analyze how internal factors like age, income, and personality and external factors like culture, reference groups, and popular culture influence fast food customers in New Zealand. The assignment is worth 30% of the student's final mark and is due on March 19th, 2017. Research tasks and specific questions to address are outlined.

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    This document provides instructions for an individual assignment on consumer behaviour for a course on buyer behaviour and communication strategy. Students are asked to conduct secondary and primary research on the New Zealand fast food market to help Taco Bell understand customer mindsets as they plan market entry. Specifically, students must: 1) Analyze customer decision making processes and develop a model based on research. 2) Analyze how internal factors like age, income, and personality and external factors like culture, reference groups, and popular culture influence fast food customers in New Zealand. The assignment is worth 30% of the student's final mark and is due on March 19th, 2017. Research tasks and specific questions to address are outlined.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    400 views3 pages

    Assignment 1 TAcobell 2017 1

    Uploaded by

    Aayush Aneja
    This document provides instructions for an individual assignment on consumer behaviour for a course on buyer behaviour and communication strategy. Students are asked to conduct secondary and primary research on the New Zealand fast food market to help Taco Bell understand customer mindsets as they plan market entry. Specifically, students must: 1) Analyze customer decision making processes and develop a model based on research. 2) Analyze how internal factors like age, income, and personality and external factors like culture, reference groups, and popular culture influence fast food customers in New Zealand. The assignment is worth 30% of the student's final mark and is due on March 19th, 2017. Research tasks and specific questions to address are outlined.

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    © All Rights Reserved
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    Faculty of Business & IT

    Buyer Behaviour & Communication


    Strategy 351.624

    Consumer Behaviour
    351.630

    Assignment 1 – Case Study

    Term 1, 2016

    Due: 19th of March, 2017

    Mark Value: 30 percent of final mark


    INSTRUCTIONS:
     This is an individual assignment. You are not allowed to share
    information with any other member of the class.
     Read the case attached (Taco Bell), treat it as starting point
    and perform the tasks mentioned in the later part of this brief.
     Upon completion submit your assignment on emit.
     Please refer to marking guide for break-up of marks for each
    section.

    Hypothetical Scenario

    Taco bell
    Please find attached case-study about Taco bell; it provides you with useful
    information about history and establishment of the Taco bell chain around
    the globe.

    In a hypothetical scenario, consider Taco bell is interested in entering the


    NZ market and would like to develop their understanding of the New
    Zealand fast food market. Taco bell believes that it is critical to understand
    customers’ mindset in order to succeed in a new market.

    In order to understand New Zealand’s fast food customers better, you have
    to conduct a brief secondary and primary research (3 structured interviews)
    to collect, organise and analyse information. Your information should be
    useful for Taco bell in their future endeavours in New Zealand. You will also
    be required to conduct a brief literature review to better understand some
    key topics of marketing and consumer behaviour.

    Research required
    Secondary research:
     Topics
    o Fast food
    o Customer habits/behaviour for fast food
    o Customer decision-making for fast food
    o NZ culture and society.
    Primary research: three structured interviews
     Conduct a qualitative research in form of 3 structured interviews
     Develop a questionnaire/interview guide with approximately 15
    questions
     Each interview should be for approximately 15 minutes
     Structured interviews should have open ended questions in order
    to give latitude to the respondents to express their thoughts.
     Attach a copy of transcripts of interviews conducted in Appendices.

    Assignment Task

    1. Customer Decision making (10 marks) (appox. 500 words)


     From the primary & secondary research findings
    o Comment on the type of decision-making practiced by NZ
    fast food customer. (4 marks)
    o Develop a customer decision-making model for NZ fast food
    customers. (6 marks)

    2. Internal & External Influences (20 marks) (appox. 1000


    words)

     Based on your structured interviews and secondary research,


    provide analysis statements to establish how each of the following
    factors influence fast food customers in New Zealand.
    o Internal (Choose any 2) (10 marks)
     Age
     Income levels
     Personality
     Motivation
    o External (Choose any 2) (10 marks)
     Cultural Background
     Reference groups
     Family and Household
     Popular culture

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