Target Market:
The target market for my Dunkin Donuts are teens and working class people within the middle generation who are always on a tight schedule working to catch the bus, teach or even drive to work/college. The target market demographics is:
Teens who are between the age range of 15-18
Young individuals who are between 18-45 yrs. old.
BlogSpot (2015) describes the consumer behavior of this category of individuals as the one that is highly consumption-oriented. What this means is that my category of consumers are ones who expect that their product purchase offers them the expected satisfaction and they're willing to spend realistic amount in getting them.
Recent research implies that teenagers and adults have become progressively more aware of new items and frequently times look for new products and they are natural "triers" and spend time searching for themselves (Shand, 2016). Therefore, with the launch of our new beverage flavours and snack foods line, my marketplace will be noiseless content to spend money for beverage and treats that gets them prepared because of their daily duties at a reasonable price. For example, Dunkin Large Chai Tea Latte is sold for $3. 75 as against $4. 84 sold by Starbucks.
Consumer buying tendencies is described as the total of consumer attitudes, preferences, intentions, and decisions regarding the consumer's behavior available on the market when investing in a service or product(Study. com 2016). They just lately introduced a more robust brew of espresso for their customers that like very strong coffee flavour.
What are exterior causes of consumer behaviour?
External causes of consumer action identified aren't individualistic but instead are forces outside of the buyer. They are capable of influencing buying patterns of individuals. This implies that these forces are external to the buyer. For example, for my target market, some of the external makes to consider are: culture, reference point group and public category (Chand 2016).
Culture and consumer behaviour: culture as it relates to consumer behaviour refers to the basic frame of mind of people in a certain nationality where a person live. The prospective market of Dunkin donuts are people who have a culture of drinking tea or coffee especially through the winter.
To encourage consumers to remain warm especially through the winter season Dunkin has introduced a new menu which incorporates incredible espresso beverages that are low in energy as well as the release of a more powerful brew of caffeine customers that like very strong coffee flavor. This new item recommendation which is our exceptional offering will integrate our bowl of mixed green veg menus. This inexperienced menu is also dunkins'way of promoting the culture of healthy living which includes become widespread among teenagers and adults. Vegetables for the new bowl of merged greens menu will be sourced straightforwardly from the homestead in this way guaranteeing they may be new and firm.
Reference group/People: Reference groups is referred to by review. com (2016) as groups of folks that affect individual's attitude or behaviour. Consumer behavior is affected by reference point group in the sense that consumers use reference point factors for learning attitudes, behaviour, and conform these in their life.
Reference groups effect product and brand acquisitions, particularly when the consumption is conspicuous in dynamics. Where a product is conspicuously consumed, the brand chosen may be influenced by what purchasers perceive as satisfactory to their research communities. Take for case Dunkin has a commitment program well-liked by young people where customers purchase one of Dunkin gift cards and you receive perk things. The gift greeting card is free there is no fee to join the program when you reach 200 tips you can decide on a free beverage any size of your choosing.
Dunkin comes with an iphone app where you can also place the gift credit card on your telephone so you don't have to worry about shedding the card. Through their application you can view almost all their special special offers, you can acquire double details if you shop in their stores between specified time or if you get a espresso with a bagel. You can even place you order through the app and pick it up so that you don't have to wait online, you pay for your order through the application it's so easy. Fundamentally, this consumer behavior can help Dunkin create a community of Dunkin consumers with non customers' wanting to join and take benefit of the opportunities offered.
Social course: Social class as an important determinant of consumer behavior as it impacts consumption habits, lifestyle, media habits, activities and interests of consumers identifies how income variations affects an individual consumer choices and behaviours.
Although choices regarding products fluctuate between individuals Dunkin Donut will make an effort to make its beverages, snacks and vegetables the one of choice among its target market with focus on healthy eating alternatives which is noticeable in out inexperienced and vegetable selections. consumers purchasing is influenced by four noteworthy mental elements that are reputation, learning, creativity and demeanors.
My key products are: Vegetable menu, Strong espresso and espressos. We've lots of confectionaries that consumers can choose from. In promoting healthy eating selections, renewable and vegetable selections are being pushed to our marketplace.
Positioning my Donkin Donut products will demand a knowledge of what consumers require with regards to product needs and satisfaction. Knowing what customer needs are and what is likely to make increased and achievements items:
Through research, as determined in my prior work, we've regarded that consumers require choices in confectionaries and a assortment of refreshments when they stroll into any Dunkin Donut shop. Customers additionally require an unwinding and agreeable sense as they make the almost all of their supper or lunch.
For my target group, these identified external influences will be looked at using SWOT analysis to help position Dunkin as the confectionary and beverage shop of preference. SWOT analysis stands for Strength, weakness, opportunities and threat. This examination will be used through the following:
Strength: The strength of Dunkin Donut lies in the culture and consumer behavior of the mark customers. Services will be presented and developed to echo our encouragement of healthy eating options, move out of new flavoured beverages and hot tea for our marketplace and times special beverages will be presented. Through consumer research, Dunkin Donut can identify specific consumers who fall season within our marketplace group and offer them specific products based on the prevailing consumer need. Research questions includes consumer's frame of mind towards new products. Once that has been established, Dunkin will continue to work towards moving out new confectionaries and drinks for our target market.
Weakness: One determined external weakness of Dunkin Donut is its positioning in the imagination of consumers. Donkin Donut is considered after Starbucks. We will therefore be using this communal class recognition to segment my marketplace. For example, Dunkin' Donuts aim for customer is who fall season between the 18-45 get older category earn between $30, 000 to $70, 000 yearly therefore, we will have added value services for consumers who can pay more. For example, a glass of Chai tea latte can come with added flavour or topping at extra cost for the consumer who can afford it. As such, Dunkin Donut will be positioned favourably in the thoughts of our marketplace. Social course for Dunkin Donut only will reflect optional alternatives that will cost more only at the decision of the buyer.
Opportunities: The chance that will be used to operate a vehicle Dunkin Donut is its reference point groupings/people classification which will be used to put Dunkin Donut because we will aim to create a community of Dunkin Donut customers through the introduction of our software and rewards programs. A system will be created for consumers to share their experiences, favorite Dunkin confectionary or drink with Dunkin representative monitoring connections and offering freebies, birthday shout outs and get well messages because they are shared on the platform. Through this guide group creation, we intend to have ambassadors of Dunkin Donut just as Beyonc gets the ''beehives''. We are able to have a community of strong espresso buffs' community. This group will cater for consumers who love the traditional coffee style.
Another external affect which will be used to put Dunkin Donut is the Threats which presents itself in form of health and safety department legislation and control of foods for consumption. Dunkin Donut will screen its health division level A classification on its home window so that individuals are aware that Donkin Donut acts the best drink.
Another important danger is security, there may be heightened anxiety in places where people are gathered, therefore, Dunkin Donut will have a good presence of security workers to guarantee the safety of each customer.
In bottom line, the exterior factors identified for Donkin Donut can offer a system for targeted consumer satisfaction which will provide Donkin an possibility to package with every consumer exceptionally because by the end of the day, we need every trip to the Dunkin Donut store to be a ''wow'' experience.
References
BlogSpot. com. 2016. Good study: Consumer behavior of young people. Retrieved from: http://goodstudy110. blogspot. com/2010/10/consumer-behavior-of-young-people. html. 12 January 2017.
Chan, S. , February 2016. 3 External Factors that Influences Consumer Patterns. Retrieved from: http://www. yourarticlelibrary. com/consumers/3-external-factors-that-influences-consumer-behavior/12908/. 12 January 2017.
Dunking donuts. 2016. Dunkin donuts. [Online]. Retrieved from: https://www. dunkindonuts. com/dunkindonuts/en/coffee/didyouknow. html. December 9 2016.
Strategy. com. August 2016. Effective Customer Needs Evaluation: Focus on the jobs-to-be-done and see customer needs in another way.
