Consumer behavior and buyer decision process

First approach

The first thing that we should recognize is that we do not operate in the consumer market but in the industrial market. All the ideas we will expose later on refer to the consumers of our consumers which are the final customers actually.

By doing so we aim to understand our customers in a better way .We hope that this understanding of what they face will lead us to offer a service that fits them in the best way possible.

Understanding the final customer characteristics.

Culture and subculture

We didn’t decide to locate ourselves in Denia just because. We did so due the large amount of foreing people that year in year out come to that land to spend their holidays. Of course the Mediterranean area is one of the most visited in our country so hospitality and tourism services are large sector.

We shall take into account that many of our customers will not be Spaniards and therefore shall not have the same culture that we have. There are some groups of people that may consider some of the meats that we offer not only exotic but disgusting, while others may be confused by the fact that we offer to eat something that they would never do even if it is not an unusual animal.

Then we have groups of people that don’t account for the main population in Spain but due to their beliefs can dislike the food we provide. This might be the case of some Jews, Muslims Indus or Jehovah's Witnesses etc.

Finally some cruelty free groups as well as animal protector groups can be frontally against our products.

Social class and age

The kind of people that can be interested in our meat belongs to the, middle and upper middle class.We expect that our customers will work in as independent professionals, middle management or liberal traders as well as well paid employees.

We have a broad-spectrum of age of  final customers, but our main target its middle age. These customers are the most  suitable for buying our services .

  

Reference groups and family

Some celebrities have started to experience eating exotic meats. They are an aspirational group to our  final consumers.So the guests of the restaurants we will deliver our meat might want to eat this sort of food due that the jet set is doing so. However it is their own reference group the one that will influence them in a bigger manner.So, our customers have at least two main influences, the aspirational groups and their reference group

We appreciate different patterns among the social classes of our customers about the family. In the middle class we see a a rational behaviour which will lead them to  buy our service just  occasionally thank’s to their spending availability. In the upper middle class could exist a regular consumption of our products because  they can afford them. However we do not expect this kind of consumption to be near weekly.    

Lifestyle

The characteristics of our final customers gives us a hint about their lifestyle. it is for sure that  when they try our food is not because they starve.It is more about the pleasure that eat this product give them  in many ways. They are not traditional people nor conservative.If we had to stick them in just one category this will be “Avantgarde” but there are other lifestyles which can fit with our products, such as “Sociocritical “or trendsetter.

Motivation

We explain this point by two ways. In the level of  business-to-business their goal is the image that our products can offer, the differentiation.So their motivation is an Aesthetic need.

In the level of final customer their motivation its a Social need. They try to fulfil the want of belonging and self-expression by  buying our service.

The buying decision behaviour of the final consumer of our products.

We expect that the consumer won’t involve itself to much while taking the decision of eating one of our meats or eating any other one.This is not the kind of decision that will have further consequences in the future neither will have huge economical  effects.

  

We think that there are not significant differences between brands in our case but among products. It is obvious that is not the same to eat chicken meat or wild duck, but it is neither the same to eat regular cow or organic beef.

There is a substantial difference between products that the consumer can easily perceive.

We also think that one of the main reasons to eat one of the meats we provide is the pleasure to experience something different as well as eat something that is not regularly eaten by everybody.

if we sum up all these factors we can conclude saying that the behaviour of the regular of our product is Variety Seeking