Choosing a meal can be a decision subject to many competing influences. Do I want the Natural Prime Rib Steak served at the Hog’s Breath Cafe? Would I prefer the gourmet buffet in the local RSL Club? Do I love the Hawaiian Pizzas from Domino’s or Eagle Boys? Shall I go to a Thai, Japanese, or Indian restaurant? Is the food healthy, tasty, or affordable? …… What is it that affects this decision and makes it different for each of us? This assignment requires you to look at the meal choices of 3 people, and to present an analytical reasoning for differences between them using the theories of personality and demographics. Furthermore, you will provide marketing recommendations by applying the theories of learning and memory.
a) Create a list of 5 different meal options. Try to include some that aren’t options YOU would like to choose but that you know appeal to other people. You might want to refer to restaurant booking websites or your personal dining experiences while developing this list. Be specific – a three-course meal for $48.9 in Thai Riffic Newtown, including Spring Rolls, Thai Beef Salad, and Sizzling Seafood (rather than just saying Thai food in general). You may wish to include indicative pictures of the foods or restaurants you have chosen to include.
b) Interview 3 different individuals and get them to rank the 5 meal options in terms of what they would be most and least likely to choose. Provide a summary of how each participant felt about each of the meal options when explaining their rankings. Make sure you interview people with quite different backgrounds to provide more colourful findings and analysis.
c) ANALYSE and COMPARE the responses of your participants using the theories of: i. Personality ii. Demographics (age, gender, family situation, income, ethnicity etc)
What is it about each participant that best characterises how their preferences were ranked? What were the major influences causing differences among them?
d) Provide recommendations to the marketer of ANY ONE of the meal options you discussed – what are the characteristics of her/his likeliest customers and how might she/he best attract them by applying the theories of learning and memory?
Your argument and analysis in this report requires theoretical support from a minimum of 10 journal article references.
• Report structure, writing style, and referencing – 5 marks
• Create a list of 5 different meal options – 5 marks
• Introduce your participants, present their rankings and their summated discussion of each option – 10 marks
• Analyse and compare the responses of your participants using the theories of personality – 10 marks
• Analyse and compare the responses of your participants using the theories of demographics – 10 marks
• Provide marketing recommendations by applying the theories of learning and memory – 10 marks
Total – 50 marks
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