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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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