Essay On Marketing Consumer Behavior

Fast food is the type of food that is prepared in a very short duration and this business has been growing significantly in New Zealand and its associated regions. At present, the fast food industry is one of the leading industries in the growing business of New Zealand and has currently evolved into one of the most dynamic and rapid business industries in New Zealand and all across the globe (Luo et al., 2022). Thus, the fast food industry is one of the prime industries that leads the market in many of the business oriented nations like New Zealand. However, the market is influenced by several internal and external factors that required to be addressed and understood in order to effectively analyze the potential impact of the factors and accordingly take or implement decisions that would help the fast food business thrive in the ever evolving market (Partridge et al., 2020). The next part of the report explains the internal and external factors influencing the fast food customers in New Zealand. 

 

Consumer behavior is influenced by several different factors and it is imperative for the fast food organization owners  like Taco Bell of New Zealand to understand and interpret the factors that might influence the consumer behavior in New Zealand (Hallak, Lee & Onur, 2019). This is imperative as the fast food market of New Zealand is highly complex and demands for new innovations frequently.

 

 

The income level of New Zealand customers has the ability of influencing the consumer behavior and buying decisions of an individual in the fast food industry (Rajput, & Gahfoor, 2020). This is because, a higher income level of the customers gives higher purchasing power to consumers in the fast food market and when the individual has higher disposable income, it gives more chances and opportunities to spend in this specific market in New Zealand.  On the contrary, low income or middle income groups of consumers are responsible for spending the majority of their income on the basic or fundamental needs for their daily survival, and spending more on the fast food industry for them would be difficult. As a result, the sales and profit of the fast food organization (Taco Bell) and the entire industry of New Zealand would suffer.

 

Personality: in the same manner, the personality of an individual or New Zealand fast food customer is a differentiated organization of the attributes, and traits of specific people, that could be either psychological or physical influencing the overall behavior of the consumers and the physical environment side by side (Yang et al., 2021). Personality plays a pivotal role in defining the impact of the brand image of the product and assists organizations in designing their marketing campaigns in a better and structured manner. Therefore, fast food organizations in New Zealand must make use of the personality traits in the advertisement of the products, and at the same time, they must focus on enhancing the marketing strategy (Shahzad et al., 2020). This would enable the fast food organizations (like Taco Bell) in designing different products and target particular market segments that commonly respond to the personality traits and attributes of the fast food customers of New Zealand.

 

 

It is imperative for New Zealand’s fast food organization (like Taco Bell) to understand that a group of people is associated with a specific set of values as well as ideologies that belong to a specific community. Hence, when a person of the individual comes from a specific community, his or her behavior is highly influenced by the culture associated with that specific community (Xiao, Yang & Iqbal, 2018).

 

Cultural background: cultural background or factors possess a significant influence on the buying behavior in the fast food industry of New Zealand. This is because, cultural factors include the fundamental values, wants, needs, preferences, perceptions as well as behaviors that are observed and learned by a consumer from the near community and family members and other significant people around them. The consumer of New Zealand exists within a cultural group that comprises of several subcultures sharing a common set of values, and beliefs. Thus, it is imperative for the fast food organization(like Taco Bell) to identify the needs and preferences of these customer segments and accordingly satisfy them by responding to their current needs and taste in the evolving business market.

 

Reference groups: considering reference groups for identifying the changing patterns of consumer behavior in the fast food market will enable the fast food organizations of New Zealand to make a business decisions effectively and accordingly impress the customers. Reference groups play a major role in influencing the perspective considered by the customers and their associated buying behavior at the same time (Kaur & Kochar, 2018). This is because the reference groups in the fast food market are responsible for setting a specific lifestyle and purchasing patterns for others and customers of New Zealand’s fast food industry. The individual from these groups could have a direct as well as strong impact on the lives and buying decisions in the fast food industry of New Zealand as they are responsible for being honest and giving clear advice leading customers to be effective social as well as satisfied in the short and long run.

 

Thus, fast food consumption by the New Zealand customers could be considered as more frequent and several factors (like lack of cooking skills utensils, time, change in living conditions, craving, convenience, and socializing) including the above mentioned ones are responsible for influencing the behavior of customers. 

 

 

Therefore, from the above discussion, it can be concluded that the fast food industry is one of the prime industries that leads the market in many of the business oriented nations like New Zealand. This, consumers irrespective of the nation get influenced by several internal and external factors and it is imperative for the organization operating in the respective industries to identify the same and accordingly quench their thrust. This would help in keeping the customer happy and satisfied and enhance the profitability of the organization at the same time.

 

 

Hallak, R., Lee, C., & Onur, I. (2019). Examining healthy beverages in the hospitality industry: Evidence from Australia and New Zealand. British Food Journal. https://doi.org/10.1108/BFJ-05-2019-0324

 

Kaur, H., & Kochar, R. (2018). A review of factors affecting consumer behavior towards online shopping. International Journal of Engineering and Management Research (IJEMR), 8(4), 54-58. http://dx.doi.org/10.31033/ijemr.8.4.6

 

 

Luo, N., Olsen, T., Ganguly, S., & Liu, Y. (2022). Food supply chain waste reduction for a circular economy in the COVID-19 pandemic: a longitudinal study of New Zealand consumers. The International Journal of Logistics Management, (ahead-of-print). https://doi.org/10.1108/IJLM-03-2022-0100

 

Partridge, S. R., Gibson, A. A., Roy, R., Malloy, J. A., Raeside, R., Jia, S. S., ... & Redfern, J. (2020). Junk food on demand: a cross-sectional analysis of the nutritional quality of popular online food delivery outlets in Australia and New Zealand. Nutrients, 12(10), 3107. http://dx.doi.org/10.3390/nu12103107

 

Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1), 1-12. https://link.springer.com/article/10.1186/s43093-020-00021-0

 

Shahzad, M. F., Lee, M. S., Hasni, M. J. S., & Rashid, Y. (2022). How does addiction of fast‐food turn into anti‐consumption of fast‐food? The mediating role of health concerns. Journal of Consumer Behaviour. https://onlinelibrary.wiley.com/doi/pdf/10.1002/cb.2025

 

Xiao, A., Yang, S., & Iqbal, Q. (2018). Factors affecting purchase intentions in generation Y: An empirical evidence from fast food industry in Malaysia. Administrative Sciences, 9(1), 4. https://doi.org/10.3390/admsci9010004

 

Yang, S., Isa, S. M., Ramayah, T., Wen, J., & Goh, E. (2021). Developing an extended model of self-congruity to predict Chinese tourists' revisit intentions to New Zealand: the moderating role of gender. Asia Pacific Journal of Marketing and Logistics. http://dx.doi.org/10.1108/APJML-05-2021-0346