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Consumer Behaviour - Pizza & Pasta Outlets - Motivation

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Zain Saeed

on 7 May 2014

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Transcript of Consumer Behaviour - Pizza & Pasta Outlets - Motivation

Industry Overview
Pizza/ pasta restaurant/takeaway market grew by an estimated 17% over 2008-13.

The industry has a relatively poor value image and suffers from low retention rates.

Consumer Behavior - Pizza & Pasta Outlets - Motivation

Theoretical area;

Data Set;
Pizza & Pasta Restaurants
Customer Profile/Segmentations
Pizza Express, Prezzo, Ask Italian most popular age range is 25- 34.
Older diners currently are the lowest users.

“Motivation refers to the processes that cause people to behave as they do. From a physiological perspective motivation occurs when a need is aroused that the consumer wishes to satisfy” (Consumer Behaviour A European Perspective, pg. 89)
Problem Recognition
Price promotions result in lower customer retention.

Consumers over the age of 45 are less inclined to visit Pizza and Pasta restaurants.

Homogenous Menus Sector is seen as an unhealthy option.

Unappealing dining experience

Industry Overview
The Top Three Reasons for visiting Pizza & Pasta Restaurants:
1. Special occasion/ celebration
2. Catch up with friends
3. Part of a day out
Customer Profile / Segmentations
A particular following amongst students and families.
Ages 16 -34 uses brands such as Pizza Hut, Domino's and similar the most.

Expectancy Theory
“This theory suggests that behaviour is largely pulled by expectations of achieving desirable outcomes rather than pushed from within. We choose one product over another because we expect this choice to have a more positive consequence for us” (Consumer Behaviour A European Perspective)
Maslow's Theory
Summary of
Need to communicate strong personalities to differentiate from competitors

Brands should offer/add something unique which is unavailable at other Pizza/Pasta chains.

Introduce menus of a wider variety

Offer healthier options to attract more consumers.
Summary Of Recommendations
Saul Mc leod. (2011). maslows hierarchy of needs. Available: www.simplypyschology.org. Last accessed 6th May 2014.
Soloman, M (2006). Consumer Behaviour A European Perspective. 3rd ed. Essex: Prentince Hall. 89.
Lanschutzer,H. (2013). Pizza and pasta restaurants. Mintel executive summary , 1-5.
Lanschutzer,H. (2013). Pizza and pasta restaurants. Mintel Issues in the market., 2-3
Lanschutzer,H. (2013). Pizza and pasta restaurants. Mintel Infographic overview., 1.
Lanschutzer,H. (2013). Pizza and pasta restaurants. Mintel Consumer Data. (1-6),
Zain Saeed - C3383433

Laura Nicoll - C3364461

Victoria Winter - C3348591

Evangeline Miller - C3383358

Alice Musker - C3362245
Full transcript