INTRODUCTION

Nandos is a worldwide dining restaurant chain which developed from South

Africa, with a theme of Portuguese dining style. Its first ever outlet was opened in
1987 and thus rapidly spread across the world. Nandos was established by Robert
Brozin and Fernando Duarte in South Africa. Both of them worked together at
Bronzins fathers electronic company, in which Fernando was a technical manager
while Brozin was a marketing manager of the firm. Besides, Fernando was from
Porto, Portugal, with his family have been moved to South Africa. (Nando's) Within
1987, Fernando went to a chicken restaurant which known as Chickenland in
Rosettenville, Johannesburg with Bronzin. Bronzin was so pleased and satisfied with
the restaurants flame grilled chicken dishes, thus he suggested that both of them
bought over the restaurant as well as their recipes. Thus, both of them quit their
careers and the original bought over was performed with 65,000 at the time. Once
they bought over the restaurant, they renamed it after Fernando himself, and his son,
who is also named as Nando. By the end of the year the first ever Nandos
restaurant was started up. Both of them have the inspiration to promote the best ever
tasting chicken in the world, from the unpopular suburban area of Rosette Ville to the
world. (Nando's)

Figure 1 Nando's co-founders Fernando Duarte and Robert Brozin

 Right after two years the restaurant had four outlets in which three outlets
located in Johannesburg which one outlet located in Portugal. At the time of 2013,
there are around 1000 Nandos branches and outlets are operated within 35
countries. However, the Nandos restaurant organization was franchised by South
African entrepreneur Dick Enthoven. And hence, Enthovens son who named as
Robby Enthoven was on the account to establishing the Nandos restaurants chain
within United Kingdom. Nandos entered Malaysian market with the year of 1998
through the first outlet in Jalan Telawi, Bangsar which is officially operated on 29
June 1998. Nandos focuses primarily on chicken recipes with lemon with herbs,
mango and lime, peri-perimarinades which have several choices such as medium,
hot, extra hot and also extra-extra hot flavor. In several countries, Nandos has
various other flavor alternatives for instance, Mediterranean. At the time of May
2015, there were 69 Nandos restaurants establishing across the country. (Nando's
Malaysia)
FIRMS MARKETING EFFORT

Nandos in its effort to market its food and beverages has done quite a
number of advertisement and marketing to reach its customers. Looking at the
products, Nandos has developed new menus to attract customers to dine in at its
outlets. Rather than the usual PERI-PERI Menu Meal, Nandos has come up with the
#TrySomethingNew Chicken Wrap, burgers and pita to please its diners. The outlet
has also introduced variety of dishes such as the Espetada Carnival Meals with a
number of choices for customers to choose. This new product marketing effort will
appeal customer to come and try out new dishes other than their signature dishes. A
new South African flavour has also been introduced to entice customers taste of
their meals. Introducing new products ensures the continuity of customers dining at
the outlet and makes the outlet stand out among competitors.

In the form of promotion, Nandos has offered free movie tickets for its lucky
customers who dine in at its outlet. This method gives customer a lucky reward if
they dine in at Nandos. Other than that, the outlet is also giving away free Haagen
Dazs Ice-creams for customer who possess the Mobile App Promotion. This gives
interest those savvy smartphone users to download the app and stop by the outlet to
collect their free ice cream. This will entice customers to dine in at the outlet while
being there. On social media, Nandos has been promoting its #CutiCutiAyam FREE
TRIP meals for its diners who post and comment as well as tag their friends on their
dining moment at the outlet. Lucky winners are entitled to free meals at the outlet if
chosen.

The outlet has also given out cheaper prices and discount for its meals. The
LOW FARE #CutiCutiAyam platter comes under a discounted price for their
customers who wish to try the dish. Nandos also offers packaged meals for 4 to 8
people at cheaper prices compare to individual meals. This will attract families to
dine in at the outlet for an affordable dinner for those with quite a number of family
members. Discount vouchers have also been distributed to the entire existing and
potential customer in the marketing effort. Vouchers were also made available online
through mobile apps to ease customer in presenting them rather than printing them
out. There are also promotions in the form of billboard advertisement, social media
ads and newspaper advertisements.
 Nandos channels of distribution for its product are through dine in outlets
opened up in shopping complexes especially AEON malls in Ipoh. In Kuala Lumpur,
these dine in outlets are also available in other shopping complexes such as Avenue
K, Nu Sentral and Suria KLCC. Besides that, the outlet also offers delivery service
for any purchase above RM 26.00 to its customer. This eases customer who are
unable to make it to the outlets or would like to have the meals at the comfort of their
home.
CUSTOMERS SOCIOCULTURAL ENVIRONMENT

Sociocultural environment is used to describe an environment composed of

strength and institutions impacting social favour, behaviour and values in business or
marketing. These strength has keep in a matching and state of class is necessary to
fulfil societies changing purchasing demands. (Attorney, 2012).

Family

The family is the most influencing factor for an individual. A decision making
within the family that if there are more members decided to having meals in Nandos
than will decide to going to Nandos. Currently availability of only Nandos
restaurants in Ipoh that located in Aeon Station 18 has no doubt contributed to
families enjoy quality time together.

Nandos Aeon Station 18 is provide big tables and chairs so every seats can contain
more than 4 people. When there are family coming to Nandos Aeon Station 18, they
can having a comfortable seats to having meals together. Nandos also provide Kids
Meals in Nandos Menu for those children under 12 years old with the sauces that
suitable the taste of children.

Social class

Social class is a basic for identifying and reaching particularly good prospects
for products and services. Social class can be determine by occupations, source of
income and educations. Nandos popping up in Aeon station 18 to serve everyone
from families to lunching workers that mostly work in Aeon Station 18, from
teenagers to dating couples.

Reference Group

A reference group is any person or group that work as point of comparison for
a personal in adopting either particular or general values, attitudes, or a specific
guide for behaviour (Gautam, 2013). Nandos is providing group meals for their
customers so when customers comes in a group, they can having the Sharing
Platters with about 2 to 6 people can share it and save more money. Sharing Platters
can create a great value in some reference group. Even though the price of Nandos
is quiet expensive, but when share in a group, customers will feel comfort to pay for
the prices.

Cultural and Subcultural

Culture refers to the set of values, belief and opinions that are accepted by a
same type of group of people and transmit to the next generation. Culture
determines what people wear, eat and travel (Meyer, 2015). Subcultures are groups
of people who share the same values based on a general experience or a similar
lifestyle in common. It is a group in a big cultural with distinct values, attitudes and
thought (Perrau, 2015). Different culture of customers will have different taste of
foods. There are also customers that do not eat certain meat products and are
vegetarian. Thus Nandos is taking this chance and provide vegetarians food in Veg
Peridise menu. In this menu, they only provide vegetarian foods to customers, such
as mushroom warp, veggie burger and yoghurt sauce.

Non-commercial Sources

Non-commercial sources means a business is involve in commerce but

without running any community advertisements (Linksvayer, 2009). Nandos Aeon
Station 18 does advertising to promote their restaurants. Nandos also provide party
packages for those customers want to having a small gathering or birthday party with
a several types of food in every meals and the price is affordable. If Nandos is
creating a value in some group of customers mind, these customers will promote
Nandos brand by some ways such as word of mouth.
CUSTOMERS DECISION MAKING PROCESS

Under the decision making process, Nandos customers begin with the need
recognition which comes from internal or external stimuli. The internal stimulus can
be either from the hunger the customers feel which a form of physiological need. An
external stimulus may come from the customers experience of hearing his or her
peers or family speaking about the outlet and its product. This stimuli may also come
from the customers own experience of looking at and advertisement or smelling the
aroma of Nandos food and beverages.

Once these stimuli have affected the customer, the customer begins to look
for information about the eatery. This is when the customer will go through the
advertisements, website or ask around about the information of the eatery such as
its locations, menus, prices and promotions. This search for information is also
divided into two which are internal and external information. The internal information
come from the customers own experience or own perception which he or she links
with the eatery. External comes from peer or family who share it with the customer or
advertisement by Nandos which gets to the attention of the customers.

After receiving the information, the customer then decides on his or her
options. This may include choice of location, method of consumption either delivery
or dining in and choice of menu as well as price. Alternative evaluation is when the
customer will decide which option suits his or her needs the best. This evaluation will
be from the comparison of the information received by the customer along with his or
her own perceptions. Other eateries will also be compared by the customer to see
which gives more value to them. The best option is then selected which is called the
purchase decision of the customer. Once chosen, the customer will proceed with the
decision and experience the result of the decision made in this case dinning in and
tasting the meals and experience the service.

This is then followed by the post purchase behaviour of the customer where
the purchase product or service is reviewed. If the service and taste of meal as well
as the experience of dining in Nandos is good or positive thus a positive review of
post purchase behaviour is put forth. This promises a potential customer in the future
for the eatery. If the customer has dissatisfaction on the experience thus a negative
review is projected which might affect the chance of the customer to choose the
eatery again.
CUSTOMERS POST DECISION BEHAVIOUR

Post decision behavior is the evaluation of the consumer after trying the
product or brand. The evaluation of the consumer can be good or bad about the
brand or product. In our eatery shop there are also people that like to go the shop
but they are also people that didnt like to go the shop. Basically the main reason that
makes people continue or discontinue going to the shop is because of the spicy level
of food. For example like the people that didnt like to have the spicy food they will
choose to discontinue to visit the Nandos but for people that like to have spicy food
they will continue visit the shop.

In the shop there are peoples that are first trial and also peoples that are
repeat purchase. The reason that makes people want to try this eatery shop is
because of the curiosity of the new product to the new environment. Nandos is the
first eatery shop that offers that much level of spicy food in Ipoh area. That makes
the consumer want to try their food because there is having ten different level of
spicy. Some of the consumers like to test the new brands or products because of the
curiosity, same goes to Nandos people try this eatery shop because of the curiosity
of the person. After the first try there are some consumer will continue purchase but
there are also some consumer will stop purchasing.

For the consumers that continue purchase at Nandos is because those

consumers are the people who like to eat the spicy food. Consumers that like to
have the spicy food they will become the regular consumer that will continue
purchase their product. Other than that, the reason that make consumer become the
regular consumer is because they like to challenge the level of the spicy that offer at
Nandos. They want to get to the highest level so they keep on purchasing at
Nandos.

Besides that, if have people evaluated the shop there will also have comment
regarding the reason that why they choose Nandos. Based on the interview, some
of the consumer choose Nandos is because of Nandos is offering the special order
that consumer giving the chance to choose their side dishes. Consumer can mixed
and match the side dishes to their own favorite food. For example like, they choose
chicken as their main dishes they can simply choose their own side dishes like
French fried, potato or others on their dishes. That have built a new image of the
shop to consumer and they like to visit their shop.

There are also some of the consumers giving the comment of reason why
they are discontinuing going Nandos. The reason that giving is because of the price
of the food offering. The price are too high and having big different from the first trial.
When the first trial that they visit to Nandos the price of the food is around RM 15
but now the price is around RM 24 including drink. That make the consumer choose
to stop visiting the shop because of the price is too high.
CONCLUSION

In a nutshell, Nandos has diverse potentialities in terms of evolution. This

research also proposes that every single enterprise and firm should comprise
decision making process in various types of challenge and also for generating
strategies as well as approaches. Besides, decision making is a core element which
acts an essential role to achieve success or perhaps failure of an organization and
firm. Through this research, we suggest that all of the structured and non-structured
challenge can be resolved without any uncertainty by adopting those decision
making models and procedures. Marketers should also pay attention to customer
decision making model in order to identify what do customers really demand for and
their expectation towards Nandos products and services and thus to win consumers
heart and also customers loyalty. As a result, Nandos do have the potential to
become a strong international brand by concentrating to the consumer decision
making model in order to acquire higher achievement and success in future.
References
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Gautam, D. V. (2013, February). Slide Share. Retrieved from slideshare.net:
http://www.slideshare.net/gautamvikas23/reference-groups
Linksvayer, M. (2009, September 14). Creative Commons. Retrieved from
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