CUSTOMER BEHAVIOUR PROPOSAL

Customer Behaviour Consulting Proposal for KachFries Ltd

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CUSTOMER BEHAVIOUR PROPOSAL

Introduction
The customer is the most fundamental part of any production cycle in any
organisation. Every activity of any business enterprise ultimately ends with the customer.
Therefore, understanding the behaviour of the customer is fundamental in achieving success
in any business. However, how does the organisation know what the customer wants, how he
wants it, and when he wants it? To understand this, one has to analyse trends to identify the
behaviour of the customer. The proposed project intends to observe and analyse the
customers at the KachFries Kakamega, to understand their behaviour. It will provide the aims
and objectives, the rationales and justifications as well as expected results of the project.
Aims and objectives
The objective of the proposed project is to provide information about how different
categories of customers decide to buy what they buy, as well as, to understand the factors
they consider in the process. It also aims to prove that if a company understood the buying
behaviours of its customers, it would have an edge over other companies because It will be
able to provide customers with exactly what they need, in the prices they are willing to buy it,
and in the right combinations or packages. The project will aim to understand the different
buying-decisions that the customer can make. It will elaborate why, unlike what many
retailers think prices are not the major influence on the decision of the customer.
Background of the problem
The behaviour of customers in their buying process keeps changing, and its study and
analysis has to be continuous. There are five stages in the buying process of the customer: the
need recognition, the search for information, the evaluation of the gathered information, the
actual purchase, and finally the post purchase analysis (Hoyer 2013). The customer first has

CUSTOMER BEHAVIOUR PROPOSAL

to recognise the need by realising that he has an unfulfilled desire, which leads him to search
information on the various options he can choose to fulfil the desire.
The customer then searches for relevant information on who can satisfy his need, the
cost associated for the need to be satisfied, and how conveniently the need can be satisfied.
The customer will then evaluate the various options, based on the urgency of his needs, his
economic situation, and his preferences. The stage, where the customer evaluates the
gathered information, is the most important for any fast food cafe. That is, understanding the
customer needs, his financial situation and preferences. The customer will then purchase the
item and afterwards do a post-purchase evaluation. The post purchase evaluation is also very
important to the firm as it provides information regarding to the whether the products fulfilled
the customers needs and the value of the product in that context.
In the current market, where there are so many fast food restaurants selling virtually
similar or slightly differentiated products. Understanding the factors that drive the customer
to choose one caf instead of the other is paramount in order to succeed in the fast food
business. Many restaurants do not understand the precise needs of their customers and they
therefore, end up losing access to customers who feel the firm does not cater for their needs.
There is always a gap between customer actual desires and cafes understanding of customer
desires. The size of this gap is what determines the success or failure of a product. This
project will provide information that will help bridge that gap for KachFries Kakamega.
Project Summary
This project will focus on KachFries Kakamega outlet to observe the buying
behaviour of its customers. This will provide good information that could be analysed to
identify the factors that influence their buying behaviour. KachFries Kakamega is a fast food
caf located at Mega Mall Kakamega and has a customer base of about 1000 customers per

CUSTOMER BEHAVIOUR PROPOSAL

day. In Kakamega area, there are several fast food restaurants, as well as, many street side
outlets. However, this project will focus on the KachFries Kakamega because of the diverse
nature of its customers. This project will observe and analyse the factors that influence
customers to prefer KachFries, for their fries and soda, and how KachFries can use such
knowledge to keep their customers happy and loyal.
Project details
Every day, KachFries Kakamega receives an approximate 1,000 customers with the
best-selling products being French fries and soda. About half of these customers sit in the
cafe to eat and the others take away food to eat elsewhere. This project will observe the
trends among all these categories of customers. It will use observation as the key method of
collecting data; however, it will also use questionnaires and interviews to collect data from
the staff, the manager, and some customers.
The project will describe in detail the methodology used as well as the assumptions
and challenges. It will also analyse the profile of the KachFries customers based on a number
of criteria, for example age, financial status etcetera. It will then analyse the results obtained
through the data collection techniques to identify patterns, trends and the general behaviour
of the customers. The project will comprehensively discuss the information obtained and the
discussion will draw the appropriate conclusions and recommendations.
There are several challenges that might face the implementation of the project such as,
inability to observe an adequate variety of customers, effects of unforeseen financial
circumstances etcetera. The most difficult challenge however will be the inability to make
observations of all the customers since the restaurant receives very many. To counter this
challenge, the project will also utilise the security camera feed to obtain information missed
in the course of observations.

CUSTOMER BEHAVIOUR PROPOSAL

Since it is a small-scale project, it will cover an estimate period of one month. Two
weeks will be utilised for data collection and the next two for the analyses. The proposed
project will deliver quality information, in form of notes, figures, and visual graphs. This
information will give guidance to KachFries and other firms on how to improve their
understanding of customer needs and the trends in customer behaviour.
Terms and Conditions
The fee is set basing on the project size of the project, and not on time taken. The fee
for the consulting project detailed above will be Kshs. 50,000 payable in two instalments,
half at the beginning and the other half at the end of the project. If you choose to pay the
entire amount at the outset, Vigedi consultants Ltd will be happy to provide a 10% reduction
in the total fee.
The fee includes all expenses associated with the project. At the end of the 30 days,
we will make a presentation to you advising you on how to improve your customer relations
and how to differentiate, price and package your products to ensure you continue leading the
fast food market in Kakamega.

ACCEPTANCE
Your signature below indicates acceptance of this proposal and its terms. This proposal as
accepted forms an agreement between Vigedi consultants Ltd and KachFries Kakamega Ltd.
(we/us/I) as represented by
For KachFries Kakamega Ltd:

For Vigedi consultants Ltd:

Name:.

Name:.

Signature:.

Signature:.

Date: October 23, 2014

Date: October 23, 2014