Table of Contents No Topic Pages

Introduction

Target market

Learning

a) Culture b) Subculture

7-10

Marketing strategy

11

References

12

Unit Plan of UBTC2013 Consumer Behaviour

1.

Introduction

Kenny Rogers ROASTERS was originally set up by popular Country and Western singer, Kenny Rogers, and former Governor of the state of Kentucky, John Y Brown Jr, in 1991. The restaurant was launched in 1991, with its first outlet in Coral Spring, Florida. By having an opportunity to provide healthy food in a restaurant environment, Kenny Rogers ROASTERS has expanded to various countries around the world and has restaurants in Malaysia, Singapore, China, Bahrain, Indonesia, Mongolia and the Philippines. It was introduced to Malaysians in 1994 by the master franchisee ROASTERS Asia Pacific (M) Sdn Bhd (RAP). Kenny Rogers ROASTERS is a mid-casual dining restaurant with roast chicken as its main core item complemented by a rich variety of hot and cold side dishes. It is consist of Kennys famous home-made muffins, jacket potatoes, vegetable salads, pasta, soups, desserts and beverages served in a friendly and comfortable environment. Kenny Rogers Roasters philosophy is providing well-balanced and healthy meal which reflects on the todays consumers changing attitude towards healthy eating lifestyle. Furthermore, they come out with their tagline Less fat, less salt, less calories and targeting on health-conscious consumers. Kenny Rogers Roasters had an objective which is to provide deliciously healthy meals to more people. Besides, they always looking for creative and healthy ways to serve their guests and they want to break the stereotype that food thats good for you should not taste good, as well.

Unit Plan of UBTC2013 Consumer Behaviour

2. Target Market Market segmentation can be define as the process of dividing distinct subsets of consumers with common needs and selecting one or more segments to target with a distinct marketing strategy. (Schiffman and Kanuk , 2004) The target market that Kenny Roger Roasters will be segmented based on geographic segmentation and psychographic segmentation and user-related segmentation. Most of the restaurants are located at capital cities and not available at rural area. Additionally, people who live in the city can reflect of their income level and their ability to spend is more slightly higher than those who live in rural. Furthermore, core region draw more percent of sales compare with rural area. That is the reason that marketers will depend on the population density and region to set up their business. Psychographic segmentation also applies by Kenny Rogers Roasters which division of market based on the psychology and lifestyle habits of customers. Nowadays, people are concern for healthy eating lifestyle. Kenny Rogers Roasters provides well-balanced and healthy meal for the purpose to target on health-conscious consumers. This is because their meals are aids in lowering the risk of diabetes and heart disease, so consumers might feel safety when enjoy the meal. User-related segmentation categorizes consumers in term of product, services, or brand usage characteristics such as level of usage and degree of brand loyalty. Usage rate of Kenny Rogers Roasters consumers are classified as light users. They are not go for meal at Kenny Rogers Roasters often, and normally they will go one week once. The reason is the price of Kenny Rogers Roasters are slightly higher than others restaurant, so consumers will not go often.

Unit Plan of UBTC2013 Consumer Behaviour

3. Learning Learning is the process by which individuals acquire purchase and consumption knowledge and the experience they apply to future related behaviour. Learning based on mental activity is called cognitive learning. This theory holds that consumers learn the names, features, facts and impressions about brands which in turn influence action. Kenny Roger Roaster has ability to process information through newspaper and television. They let the consumer learn to changing attitude towards healthy eating lifestyle. Kenny Rogers ROASTERS philosophy is weaved on preparing wholesome, hearty and well-balanced meal which is mirrors todays discerning consumers changing attitude towards healthy eating lifestyle. The rotisserie chicken is healthier alternative and less fattening. Kenny Rogers ROASTERS menu have been thoroughly analyzed and evaluated to determine the nutrient content, as illustrated in this enclosed chart. The consumers can follow their Food Guide Pyramid, based on the United States Department of Agriculture. With all this, the consumer can learn and know how important the healthy eating lifestyles are. They learn positive things about the restaurant and the consumer will satisfied with the restaurant and they will want to go again to restaurant. Perhaps the simplest form of learning in the marketplace occurs when consumers are repeatedly exposed to information such as brand names, slogans which they simply memorize without paying much attention. Consumers memorize information they hear repeatedly. The slogan for Kenny Rogers Roasters is Less fat less salt less calories it can attract customers looking for healthier chicken meals. Besides that, "For Deliciously Healthy Food." is also one of the Kenny Rogers Roasters slogans. Stimulus generalisation is referring as responding the same way to slightly different stimuli. Some marketers try to use this by introducing me-to products (with similar looking).For example, Kenny Rogers Roasters vs. Kentucky Fried Chicken and also Kenny Rogers Roasters vs. Louisiana Fried Chicken. Stimulus discrimination is opposite of stimulus generalisation. This theory suggests that learning occurs through a trial and error process. For example, the management of Kenny Rogers Roasters will typically try to get consumers to discriminate and see their restaurant as truly unique.
Unit Plan of UBTC2013 Consumer Behaviour

1. a) Culture Culture plays an important role in market as it will influence a consumer purchasing behavior. It is the patterns of behavior and thinking that people living in social groups learn, create, and share. Culture distinguishes one human group from others. A people's culture includes their beliefs, rules of behavior, language, rituals, art and technology, styles of dress, ways of producing and cooking food, religion, and political and economic systems. Cultures have been meeting and mixing in Malaysia since the very beginning of its history. With the arrival of gold and silks, Buddhism and Hinduism also came to Malaysia. Malaysia's cultural mosaic is marked by many different cultures. Although each of these cultures has vigorously maintained its traditions and community structures, they have also blended together to create contemporary Malaysia's uniquely diverse heritage. One example that contributed to the nations culture as a whole is Chinese immigrant. They primarily stay around Malacca, gradually adopted elements of Malaysian culture and intermarried with the Malaysian community. It known as babas and nyonyas, they eventually produced a synthetic set of practices, beliefs, and arts, combining Malay and Chinese traditions in such a way as to create a new culture. Another example of Malaysia's extraordinary cultural exchange the Malay wedding ceremony, which incorporates elements of the Hindu traditions of southern India; the bride and groom dress in gorgeous brocades, sit in state, and feed each other yellow rice with hands painted with henna. Muslims also have adapted the Chinese custom of giving little red packets of money (angpau) at festivals to their own needs; the packets given on Muslim holidays are green and have Arab writing on them. Perhaps the easiest way to begin to understand the highly complex cultural interaction which is Malaysia is to look at the open door policy maintained during religious festivals. Apply to Kenny Rogers Roasters menu have offer variety type of food like roasted chicken salad, caser salad, pound-up platter, country-style soup, garlic bread, veggie sticks and others that suit the local consumers taste and preferences which focus more on healthy lifestyles.

Unit Plan of UBTC2013 Consumer Behaviour

4. b) Subculture Subculture is a group coexisting with other groups in large culture whose members shares a distinctive set of beliefs or characteristics. In Malaysia have many ethnic groups which are predominately Malay, Chinese, Indian and others with different cultures and construct different cultural identities. The CIA Fact book states that Malaysians are made up of Malay 50.4%, Chinese 23.7%, indigenous 11%, Indian 7.1%, others 7.8%.The most important subcultures are racial and ethnic groups because many consumers identify strongly with their heritage and are influenced by products that appeal to aspect of their identities. The Malays, who account for over half the Malaysian population and almost all Malays are Muslims, so Halal foods must be stated in order to respect their customs and beliefs accustomed. Next, Chinese community in Malaysia have been divide into different subculture including Mandarin, Hokkien, Cantonese, Hakka, and Teochew. They have different taste and preferences based on their custom and beliefs that they normally practiced from generation to generation. Chinese can have pork in their meals while Muslim people would be Halal foods. While for Indian people, they prefer more on spicy food as they getting used to have it on their meals. Therefore, some people prefer spicy, some prefer sweet and sour tastes and some like strong flavor. Marketers need to come out variety of flavor that suit and meet expectation of customers. Social class is the overall of people in a society. People within the same class tend to exhibit similarities in occupation, education and income levels. They usually share tastes in clothing, decorating styles and leisure activities. Social classes are being divided into upper class, middle class, working class and lower class. Upper class groups perceive quality merchandise is most prized and prestige brands. Their spending with good taste is priority and they usually join club membership for tennis, golf, swimming or do investment in act. While middle class consumers want to do the right things and buy what is popular. They are concerned with fashion and buying what experts in the media recommend. Increased in earnings have led to spending on more worthwhile experience for their children, including college education and shopping for better brands of clothes at more expensive stores.

Unit Plan of UBTC2013 Consumer Behaviour

Next, working class consumers tends to evaluate products in more utilitarian terms, such as sturdiness or comfort, rather than style or fashion. They depend heavily on relatives for economic and emotional support. They keeping up with the times focus on the mechanical and recreational and this ease of labor and leisure are they continue to pursue. Lower class group are diverse in values and consumption goals. Some members of this group are prone to every form of instant gratification known to humankind when the money is available. So, for a Kenny Rogers manager, they need to understand the differences of social class and develop suitable type of food and communication strategies that appeal to the different groups of class. (J. Paul Peter, James H. Donnelly, Jr. (2007) Besides, many products take on masculine or feminine attributes and consumers often associate them with one gender or another. Their wearing should be matching the societys expectation regarding the appropriate attitudes, behaviors and appearance. For example, many women wearing masculine clothing such as pants suit or formal shirts at works. However, nowadays people no longer strongly associated that females must have feminine trait and males must have masculine traits. Hence, marketing communications and products play an important role promoted to two groups portrays women and men differently. Nowadays, people are living longer and focus more in healthy lifestyles. Kenny Rogerss health fact stated that not every food has to be perfect, but your food choices over several days should fit together into a healthy eating programme. Those who have high income are willing to pay more to get the benefits. We can look at teens. They look to develop a distinct identity and self image and need to gain acceptance from peers. Teens may earn their own money independently and they are technology savvy by using internet to search for info like cell phones, computer or digital devices that they desire of it. While generation X people which born from 1965-1976, they prefer customized offerings and spend 20% on food and drinks. Baby boomers born between 1946 and 1964, they are heavy consumers of financial services and they have active lifestyle as they spend money on educational seminars, travel and sporting goods. Lastly we look at geographical and regional subcultures. People who live in rural area having different lifestyles than people live in urban area. Urban areas are not updated and improved compare to rural areas. Therefore their lifestyles also vary among the places. For examples, people in Ipoh love coffee with sugar and cream while people in Kuala Lumpur love coffee with no sugar. So, not all menu
Unit Plan of UBTC2013 Consumer Behaviour

set in Kenny Rogers will be liked, it totally depends on regional and geographical subcultures of the people staying there.

Unit Plan of UBTC2013 Consumer Behaviour

5. MARKETING STRATEGY Kenny Rogers Roasters products are well known for its healthy way of cooking and its method of preparing its products with less fat, less salt and less calories. The prices for each meal are considering as average price start from RM 15.81 RM 66.90. All prices on menu are subject to current Government tax where applicable and payment just made by cash only and not valid with other offers, promotions or discounts. Here, Kenny Rogers can implement skimming pricing strategy, let consumers accept the initial prices and slowly increase the prices. These changes should be done just below just noticeable different so that consumers would not detect the changes and accept it gradually. Furthermore, Kenny Rogers Roasters should use market penetration strategies to increase the sales of the present products to present customers. For example, Kenny Rogers have been franchises through all the capital of Malaysia. And the health offerings are being categories into all times favourites, Kennys greatest meal, life and Easy Selections, Sweet Indulgence, Health Bites and Freshen-up Selections, make it easy and available for customers when customers want to select which menu to have. In addition, health fact is being provided can further enhances trustworthiness customers towards Kenny Rogerss restaurant as nowadays people are more concern in consuming healthy food and price of the product doest really taken into account. However, food is something we can substitute easily, Kenny Rogers Roasters has to create its own uniqueness when people think about having meal for a special occasions or looking for a healthy and comfortable environment Kenny Rogers Roasters is the place that they are looking for. Sales promotion like personal selling, advertising, public relations that can stimulate consumer purchasing and dealer effectiveness can be used to maximize the sales and generate more income. On top of that, use viral marketing to spread the updated promotion or new offering messages through internet, you tube and mail are quite important as people like to share its among each others. And those opinion leaders who are risk takers will create viral words of mouth marketing by spreading the news broader.

(2384 words)
Unit Plan of UBTC2013 Consumer Behaviour