Consumer Behavior & Target Market Analysis: Four Burgers

8/2/2019 Consumer Behavior & Target Market Analysis: Four Burgers

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CONSUMER BEHAVIOR &

TARGET MARKET ANALYSIS

Christine Bernard Lauren DiZazzo Callina Patterson Ean Williams

MK359 | RAVEIS | 8AM

Sunday, July 8, 2012


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CURRENT ANALYSIS



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CURRENT TARGET SEGMENTATION

(AS DEFINED BY OWNERS)

Typical Customer

Ages 1-100

Gender Neutral

Boylston Street Location: Tourists Emerson Students

Financial District Professionals



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DEFYING

ASSUMPTIONS

Not the typical Macho

Burger Joint

Observation shows theresfrequently an even male to

female ratio of customers

Occasionally noticedfemale dominance



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MARKET ANALYSIS

The Better BurgerIndustry is the fastest

growing food market(Forbes)



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POTENTIAL TARGETS



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TWO MAIN TARGETS

Boston Working Professionals

Emerson College Students



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BOSTON WORKING

PROFESSIONALS (BWP)

Important Situational Influence:Timing - Lunch

Working in Downtown & FinancialDistrict

Between the ages of 25-49 Both Male & Female



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BWP CURRENT

PERCEPTIONS

MRI+ Mediamark Reporter - Professionals are75% more likely to go to healthy fast foodrestaurants

Value healthier lunch options and willing topay more for them

Those who currently know of Four Burgersview it as a healthy and satisfying lunch spotwith reasonable prices for high quality food



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BWP Influences

External

Time/Timing

Atmospherics

InternalVALS Types:



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EMERSON COLLEGE

STUDENTS (ECS)

Important Situational Influence:Timing - Dinner

Attends Emerson

Between the ages of 18-24

Both Male & Female



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ECS CURRENT

PERCEPTIONS

MRI+ Mediamark Reporter - People who attended/attending college are 13% less likely to go to healthy fastfood restaurants

High Price Sensitivity: Due to college students budget,health is ranked second price in their purchase decisions

Emerson college students who currently know of FourBurgers view it as an expensive all-natural burger joint,and currently do not understand the value of Four

Burgers



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DECISION MAKING & BASIC

CONSUMPTION PROCESS

Need Recognition

(Need & Want)

An individual realizes they are hungry

Meets physiological needs (for both targets) Meets social needs (for college

students) Meets esteem needs (for professionals)

Want a meal of nutritional value that is tasty and served in a trendy

atmosphere

Search for

Information

The individual scans the surrounding environment, or hunts online for a burger

joint.

Evaluation of

Alternatives

Compare a few upscale fast food restaurants in the Boston area (Boloco,

b.good, Ufood, Panera)

Choice (Exchange)

Individual decides they are very hungry and want aBetter Burger, they choose

Four Burgers.

Exchange Time/energy/money for a healthy burger combo

Post-Choice

Evaluation

(Cost and Benefits,

Reaction, Value)

They received value (quality food, speedy service, morale boost)

*morale boost of eating organic and supporting a business that is green and

buys local



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STRATEGIES



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PRODUCT

DIFFERENTIATION

Our advertising will stress the factthat Four Burgers is THE place to

have that better burger



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VALUE PROPOSITION

A tasty and nutritional

meal efficiently served in an

upbeat community hub.

TextText



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MARKET

SEGMENTATION

Using the Time/Timing externalinfluence to choose and attracteddifferent targets for different meals

Boston Working Professionals forLunch

Emerson College Students for Dinner



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CREATIVE EXECUTION



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www.fourburg

ers.com

617.426.4041

fourburger

sBETTE

R

Handcrafted

Eco-friendly

StompingGround

Variety

beef.salmon.turkey.ve

ggie



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fourburgers.com

Thursday Night is College Night!

Jump start your weekend

and enjoy one of our four

burgers with a fries and a

drink all for $10, withpresentation of your

student ID.

FACEBOOK AD



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Hungry & Crunched for Time?

Take advantage of our new delivery

service and order one of our fourburgers for lunch today.

LINKEDIN AD



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Currently Four Burgers target market, a healthy consumer of any age, is too broad.

Although their business is thriving, they have the potential to bring in more revenue if they were

to specifically target the health conscious Boston professional and Emerson College student.

Michael owner of Four Burgers explains that Our biggest challenge is educating the customer

on the value of Four Burgers. College students have a negative attitude toward the price but

perceive the restaurant as a trendy place to go eat when they have spare money to spend. By

simply educating the Emerson college customer through advertising, we agree with Michael that

more college students will see that their prices are not unreasonable for a dinner.

Influences of Professionals

External influences of Boston professionals include timing and atmospherics. They have

a lunch break and would like to eat something that is of higher quality than McDonalds, taking

advantage of that hour, escaping the office. Professionals are looking for a place that is vibrant

and will take them out of the office atmosphere. Four Burgers is both fast and has appealingatmospherics for an upscale fast food diner.

Internal influences that bring professionals into Four Burgers have a lot to do with their

VALS type. Professionals fall under the experiencers and achievers. They are motivated by self-

expression and the desire for achievement. On one hand, they seek variety and excitement and

like to try out new things, which makes them a good target for our products. On another hand,

they value image and favor prestige products and services that demonstrate success to their

peers. This also makes them a good target for Four Burgers since it's offers higher quality

products. Also, because of their busy lives, they are often interested in a variety of time-savingdevices. This is the reason why we want to target them by emphasize the time-saving aspect of

the business.

Influences of College Students

College students are influenced the culture that surrounds them. Students between the

ages of 18 and 22 are beginning to test the boundaries of habitual tendencies, and making the

choice to spend more money on a healthy meal is extremely common among our generation.

Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean WilliamsFour Burgers: Consumer Behavior & Target Market AnalysisMK359, Laurie Ravis, 8am

2

Current Target Segments

After meeting with the owner and manager of Four Burgers on Boylston St, they

expressed to us that their current target segment is the typical whole foods customer between the

ages 1 and 100 of either gender. Tourists, Emerson students and the financial district

professionals are a main target in this area. Although you would think that a burger place would

target your typical macho male looking for a meaty burger, the numbers are typically split

between male and female. As of now, Four Burgers is basically targeting anyone looking for a

better burger.

Potential

After conducting research we found that Boston is 10% more likely to follow the trend to

consume healthier fast food. They are also 7% more likely to care about their foods nutritional

value. We found that adults between the ages of 18 and 49 are 6% more likely to visit fast food

and drive- in restaurants like Au Bon Pain and Panera Bread in the last 6 months. According to

MRI professionals are 75% more likely to eat at healthy fast food restaurants such as Au Bon

Pain and Panera Bread, which have similar aspects to Four Burgers. We also found that young

adults between the ages of 18 and 24 are 7% more likely to have bought burgers or hot dogs in

the past six months.

We have decided that the most efficient way to generate income and bring more traffic

into the restaurant would be to target two different segments. The first target, Boston

professionals between the ages of 25 and 49, will boost lunchtime sales. The financial district is

so close to the Four Burgers Boylston location making it the perfect spot for professionals who

are looking for a healthy lunch that is filling and quick. The pricing seems fair to this segment for

the value received. Boston professionals value healthy lunch options and will pay a higher price

for the quality of food served at Four Burgers. For our second potential target we would like to

embrace the college community that surrounds the restaurant during nightly hours, targeting your

typical college student who is tired of on-campus dining options. According to Mintel 60% of

citizens between the ages of 18 and 24 would like to see healthier items on the menu and 33%

are willing to pay more at a restaurant that serves local food.


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Marketing Strategys

After analyzing and researching the potential target markets we have come up with

marketing strategies that will separate Four Burgers from its competitors. Four Burgers produces

a product that is different from the others offered in burger joints around Boston. We really

wanted to stress the fact that this is THE burger place to get the better burger. We have come up

with a value proposition that sets us apart from the rest, A tasty and nutritional meal efficiently

served in an upbeat community hub. Four Burgers burgers are unlike any other offered in the

area. They use homegrown ingredients imported from family farms adding nutritional value that

is consumed in a trendy burger joint that cares for its surrounding community.

Our market segmentation deals with targeting professionals in Boston for lunch hour and

Emerson College students for dinner timing is crucial. Professionals are pressed for time during

lunch hour and Emerson students are constantly running to several meetings during all hours of

the night giving us the opportunity to stress the quick service aspect of Four Burgers.

Although there are a number of different ways to advertise this quality product to the

public, we have implemented the ways in which we believe will most efficiently reach our target

markets. Out of home advertising such as billboards and newspaper print ads will be the best

way to communicate with Boston professionals. Advertising on billboards in the Financial

District is sure to capture the attention of any business man or woman.

It is no secret that Emerson College students are avid users of social media. Advertising

to Emerson College students through Facebook ads is necessary. Price promotions are another

way we plan to attract the Emerson students, by perhaps offering a college discount meal. A

burger fries and a drink for $10 with an Emerson College ID is sure to bring a heavy flow of

traffic into the restaurant. Lastly sponsoring community events, such as the Museum of Fine Arts

college night, will enable Four Burgers to quickly win over the college students especially if

given the opportunity to taste one of their delicious burgers.


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Emerson College culture is known for embracing the current organic and health food trends. Any

student will agree that the typical Emerson College student is commonly crunched for time

making Four Burgers the perfect place for them to catch up with their friends while grabbing

food that has nutritional value.

What internally influences a typical Emerson College student is explained by their VALS

type. Emerson College Students generally fall into the Strivers and Experiencers VALS types. As

mentioned before for professionals, they like to experience new things, which also makes them a

good target. Money defines success for Strivers, who don't have enough of it to meet their

desires. This explains why they value price over health in their decision making process.

However, they are also motivated by achievement and are concerned about the opinions and

approval of others. Based off of this personality trait, focusing on word-of-mouth and peer

influence will help Four Burgers attract that group and contribute in modifying their perceptions.

Decision Making/Basic Consumption processNeed Recognition

(Need & Want)

An individual realizes they are hungry

Meets physiological needs (for both targets)

Meets social needs (for college students)

Meets esteem needs (for professionals)

Want A meal of nutritional value that is tasty and served in a trendy

atmosphere

Search for Information The individual scans the surrounding environment, or hunts online for

a burger joint.

Evaluation of

Alternatives

Compare a few upscale fast food restaurants in the Boston area

(Boloco, Begood, Ufood, Panera) These all provide fast service and

good quality, healthy food.

Choice (Exchange) Individual decides they are very hungry and want aBetter Burger, they

choose Four Burgers. Exchange Time/energy/money for a healthy

burger combo

Post-Choice Evaluation

(Cost and Benefits,

Reaction, Value)

They received value (quality food, speedy service, moral boost) *moral

boost of eating organic and supporting a business that is green and

buys local


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Creative Execution

We have drafted two print ads that are meant to target the two separate segments. The

professionals will be intrigued by the visual aspects of our billboard add and inclined to visit

with our four value key phrases guilt-free , homegrown, escape, and quick bite. Our print ad in

the Your Mag, an Emerson College magazine will also draw in the reader with the visual aspects

and persuade them to try four burgers using four key phrases they associate with value, eco-

friendly, hand crafted, stomping ground, and variety. For other the print ads and other

creative excitation please refer to the attached Four Burgers: Consumer Behavior & Target

Market Analysis Presentation.


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Consumer Behavior & Target Market Analysis: Four Burgers

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