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Marketing Coffee consumption Consumer behavior

Marketing Coffee consumption Consumer behavior

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Published by maaloufmarc
Project about Consumer behvior in Coffee consumption. In this project, the study focused on lebanese brands. Cafe Najjar being the leader.
Project about Consumer behvior in Coffee consumption. In this project, the study focused on lebanese brands. Cafe Najjar being the leader.

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Published by: maaloufmarc on May 31, 2008
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07/30/2013

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School of Business
 
Consumer Behavior – MKTG 240
TERM PAPER PROJECT
Spring-2007
Presented to : Ms. Maya FarahPrepared by:
Nathalie Abou SafiPatricia BakalianDavid khairallahJoseph KharratMarc Maalouf 
Presented on :
21/ 05/2007
Oral presentation on :
28/05/2007
 
Executive Summary:
We have been asked to conduct a company study for this course. We chose “Café Najjar”as it has positioned itself as the leading company in the Lebanese coffee market andconsumer products. Café Najjar is a very dynamic and competitive company with meansof global expansion and everlasting opportunities. Café Najjar has many offerings and ittargets customers from all ages and from different backgrounds.At the beginning of the report, we conducted research methods to understand theconsumer behavior of Lebanese coffee consumers. The research consisted of a groupinterview with three female coffee consumers which allowed us to gain deep insightsabout the patterns and behavior behind coffee consumption. In addition, we interviewedMr. Elie el Achkar from the Café Najjar Company as we faced difficulties in interviewingthe marketing manager. Mr. Achkar provided us with the essential information about thedifferent products and services offered by the company as well the marketing strategyadopted and its different steps in reaching its goals.As an introduction, we gave some details pertaining to the background and history of thecompany concerning the foundation, the offerings and the operations. We then discussedthe marketing plan of the company and how it segments and targets each marketaccording to different variables. Afterwards, we gave a detailed explanation about theCDP model used by the Café Najjar Company which allowed us to gain knowledge abouthow the company does plans its method to match the customers expectations accordingto his buying process behavior and pattern.Finally, we gave our recommendations concerning the company’s current strategiestrying to improve them in order to be able to compete in a more efficient way in themarket and to stay at the top.2
 
Table of Content
Executive Summary…………………………………………………………………….p. 2Introduction……………………………………………………………………………..p. 4a. Founder of the Company…………………………………………………p. 4 b.
Company’s Main products……………………………………………………..
.p. 6Identification of Target Market(s)…………………………………………………...…p. 8a. Primary Market Demographic and Psychographics……………………...p.8 b. Recommendation and Potential Target Markets…………………………p.9Consumer decision making processes……………………………...…………………p. 10a. Type and Information Used by The consumer……………………………p. 10 b. Evaluation of Other Brands…………………..…………………………..p.11Recommendations……………………………………………………….…………….p. 15Conclusion………………...…………………………………………………………..p. 18Work Cited………………………………………………………………………….…p. 19Appendixes…………………………………………………………………………... p. 203

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