The paper “ Problems Facing Consumer in Accepting or Using New Products and Services at Emas Restaurant” is a fascinating example of a report on marketing. Emas Restaurant is located in Burwood Highway, Burwood in Victoria. The restaurant specializes in seafood and is attributed to Malaysian dishes and cuisines. Many visitors prefer visiting this restaurant because it is accessible, great place to take a breath, tasty food and favorable prices. Customers are welcomed with a gluten-free menu and lunch specials. Besides seafood, the restaurant offers Satay Chicken curry, Beef Rendang, Roti Chanai Beef and Curry Laksa.
The seafood is a combination of Chinese, Indian and Malay dishes. The common types are the free prawn crackers, curries, mixed entré e, rainbow streaks, and Nasi Lemak. The restaurant has old tables and linens but the meals are great. The restaurant does not currently offer fast food. They are held to a traditional menu that has been in practice for the last three decades. It is rigid and cannot try new combinations such as burgers, fries, and takeaways. The majority of its customers are Asian students who are trendy and would love to experiment with fast food (Lamb et al.
2011). Customized orders will allow the hotel to have a differentiated appeal and uniqueness. Fast food is easier to prepare and is loved by young customers. Introducing this element into the hotel is likely to compliment the chicken curry and prawns. For example, French fries can be eaten alongside chicken or fish. Other hotels within Burwood are making big-time profits from the sale of fast food to its economy class segment. This will be a win situation for Emas if it introduces to its restaurant. The restaurant is frequented by couples and families because of the large sizes of tables ideal for groups of 20 to 12.
It is generally quiet making it convenient for family setting. Asian students also prefer taking their meals in the restaurant. The students have equal male and female attendees. The prices of food range between $20 and $50. The ages of students are in the range of 18-35 years while families and couples range in 5-60 years. The waiters serve their customers seated in the expansive tables.
The restaurant has an online presence that can advertise its services or receive compliments and complaints (Hawkins et al. 2006). Majority of the customers; families and couples have combined earnings of $120,000 per annum. Students receive an average of $20,000 annually from parental support and part-time work. The target customers live in suburban areas and inner cities. Students like staying out together, hosting lunch parties and holidaying. Couples and families prefer candle dinners and cocktails. They are trendy and prefer taking heavy meals outside their homes.
They also like family gatherings outside the home where they can enjoy fresh and flavored ingredients. Emas restaurant is positioned and segmented to target a part of the population in the love of seafood. The pricing is favorable and the place is accessible. The food remains traditional and so is the menu. It remains unclear whether customer service will be a factor requiring improvement (Schiffman, 2010). Being a family-run restaurant, it has the capability of improving its services and attracting a new target market.
Dibb, S. & Simkin, L 2013, Market Segmentation Success: Making It Happen!. Routledge.
Hawkins D I 2007, Consumer Behavior, McGraw-Hill Education (India) Pvt Limited.
Hawkins D I Best R J Coney K A 2006, Consumer Behavior: Building Marketing Strategy, Lightning Source Incorporated.
Huitt, W 2011, Self, and self-views. Educational Psychology Interactive. Valdosta, GA: Valdosta State University.
Kotler P 2000, Marketing Management, Prentice-Hall of India.
Kotler, P 2002, Marketing Management. Prentice-Hall of India.
Loudon, D L & Bitta A J. Della 2004, Consumer Behaviour. Seconded. Mc-Graw hill.
Lamb, C, Hair, J & McDaniel, C 2011, Essentials of Marketing. Cengage Learning.
Martins, E & Terblanche, F 2003, Building organizational culture that stimulates creativity and innovation. European Journal of Innovation Management, 6(1), 64-74.
Myers, J H 2006, Segmentation and Positioning for Strategic Marketing Decisions. American Marketing Association.
Parsons, E & Maclaran, P 2009, Contemporary Issues in Marketing and Consumer Behaviour, Routledge.
Samli, A C 2012, International Consumer Behavior in the 21st Century: Impact on Marketing Strategy Development. Springer.
Schiffman L 2010, Consumer Behavior, Pearson Education.
Schiffman, L., O'Cass, A., Paladino, A., Carlson, J. (2013). Consumer Behaviour (6th ed.). Sydney: Pearson Australia.
Walters, C Glenn E & Bergiel, V J 2009, Consumer Behaviour a Decision Making Approach, South-Western Pub.Co.
Weinstein, A. (2013). Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, Third Edition. Routledge.