AMERICAN UNIVERSITY OF SCIENCE AND TECHNOLOGY

ASHRAFIEH – LEBANON

FACULTY OF BUSINESS ADMINSTRATION

CONSUMER BEHAVIOUR– MKT 310

SEMESTER PROJECT – SPRING 2010

Subject: Roadster diner

Prepared By: Georges Abou Jaoude

Sarkis manoudar

Prepared To: Najwa Karam

May 2009
 TABLE OF CONTENTS

I. Overview about the company:

a) Historical background

II. Mission and vision statement of the company:

a) Defining the mission:

b) Defining the vision:

III. Environmental analysis:

a) Internal assessment:

b) External assessment:

IV. Marketing mix strategy:

a) Product:

b) Price:

c) Place:

d) Promotion:

V. Characteristic affecting consumers to buy this product:

a) Motivation:

b) Perception:

c) Personality:
 d) Culture:

e) Life style:

f) Social class:

g) Reference group:

VI. Consumer decision making process:

Over a decade ago, a small and genuine diner opened its doors to the public in Ashrafiyeh and

took Lebanon by storm.

Roadster diner first opened its chrome and glass doors to the public in Ashrafiyeh in 1998. The

idea was simple, as you might expect a great idea to be: create the swing ingest, homiest, most

authentic diner experience the city had ever seen.

Thanks to the incredible customer response, Roadster diner went on to open several more outlets.

In fact, all the growth we’ve done since we first set out- the Beirut delivery center in 1999, the

Jal el dib outlet in 2002, our hopping two- storey diner in the downtown area, our genuine stand-

alone diner on the Jounieh highway in 2004, the Hamra ( with the second floor added in 2009)

and City Mall diners in 2005, the outlets in ABC Dbayeh and Lemall Sin El Fil in 2009, and the

opening of our Verdun branch in 2010 would not have been possible without the faithful

customers, who kept coming back for more and more

Our unique character, guaranteed cleanliness, Impeccable quality and the same great service in

all the diners has been repaid a hundredfold by the customers’ loyalty. It is their discerning taste

in both food and atmosphere that has put roadster diner on the map, so to speak.

After opening several local branches, roadster diner proudly expanded into Dubai, with the

opening of 2 new branches at Dubai Mall and the Walk, JBR

Roadster is guided by a vision and mission that allow us to be leaders in their field, and our

core values reflect and enhance the culture we embrace.

a) Vision:

Roadster vision is to lead the casual dining market by providing the world class food service

experience to a guest.

b) Mission:

Roadster mission is to provide memorable experience to his guest by maintaining high QSCV

(Quality- Service – cleanness and value) standards and healthy working environment for our

team members while achieving consistent high profitability and maximizing long term value

III. Environmental analysis:

a) What are the company’s external factors:

Roadster is using a flexible culture that look for changes always in all the directions that meet the

customer satisfaction because it is customer oriented so they support any kind of technology that

helps in exceeding the expectations of their customers, they are the least conservative if it is

necessary they do changes in beliefs, norms and values sometimes according to the situation.

Demographic analysis is also considered by roadster in order to target the segment of their

market, like teen ages and families, also according to customers they have a customer service

department in order to deal with the need of customers and satisfy them. They have comment

cards for the customers if there are any complaints about the service or food in order to control if

there is any weak while delivering the food and even after they always look to deliver the best

for their customers. Roadster is of full responsibility toward it’s environment according to

pollution they use all the protections needed in order to not pollute, uses its resources effectively
and efficiently without waste in time and resources, it contains the best area and conditions for

the safety of work and feeling safe while working even the customers feel safe while visiting

roadster, because they use their equipments safely, because the working space should constantly

remain clean, organized and safe in order to sustain the highest standards of health and safety.

Team members should never operate on machines or equipment without receiving the proper

training on their operations. Designated team members from every branch will receive a health

and safety training conducted by the training department to ensure effective application of the

health and safety procedures and guidelines.

The political situation does not affect the company directly by its directors or power inside the

organization, but it affects indirect by the stability of the environment caused by the political

issues and the real example of such situation is the last year when a part of the politicians decide

to stay at down town the branch of roadster could not survive more than three months and it

closes. The laws introduced by the government or the changes in laws is also studied by the

company and take effective decision in order to obey for the rules and regulations like when the

government raised the salary wages of the employees roadster also give their employees what

they deserve as raising for their wages.

Roadster is always with the technology and the updated needed for its equipments and services

to meet the customer satisfaction in order also to survive in this fast updated environment and

each day there is something new. They do always analysis and anticipate the future to survive

and stay leaders in the market they do always renew their menu each six month they do the

research and development to see any new technology and update their systems.

Roadster has defensive strategies according to the economic situation that the country could pass

according to inflation, recession they analyze before it happens and re act as pro active, so they
have a reserve on the cash flow for the company which could survive them for an acceptable

time. Sometimes that needs to lay off some employees if it is a hard situation on order to stay in

the market. Their critical success factor or its competitive advantage is the quality and the

healthy fast food that they delivered in the fast way to our customers and that they believe in

customer with the coordination of its functions will lead to have a big market share and being

leader with a brand name and public image which helps roadster a lot.

b) Internal factors:

4- The marketing mix strategies implemented by “Roadster” which include the four p’s
(position,price, place,promotion).
-Positioning: Positioning the service at “roadster” was very crutial since this will give this
restaurant a special rank or place in the customers perception ,and it will help the customer in
the dicision making process since working on the positioning will improve the reputation of the
firm. In the positioning process customer satisfaction should be met in many ways one of which
could be the quality,timeliness,cleaness and the special taste that differentiates them from other
places.
-Price: The prices at “Roadster” are logical in the sence that it is not very cheap nor very
expensive , so this makes it affordable to a huge number of our population. Moreover; the value
of the meal is equal to the amount of money paid and the pricing is fair. This is another factor
that will effect the overall performance of “roadster” since their prices will determine the level or
type of people visiting them.
-Place: “Roadster” first started choosing its location on a highway which is surrounded by lots of
offices,retail stores, and other types of businesses . After that the revolution of the shopping
malls was found, “Roadster” automatically shifted and started planing to have branches in such
areas since these shopping malls are attracting a huge number of customers which will improve
sales .
-Promotion: promotional campagnes is also a strategy used to improve sales such as the
giveaways and gifts distributed, for example ( a car won by the customer after a draw) . This is a
way where promotion affects sales.
5- The two characteristics affecting consumers to buy:
A)Lifestyle:
Consumers also have very different lifestyles even if they share other demographic
characteristics such as gender or age. The way we feel about ourselves, the things we value, the
things we like to do in our spare time. All of these factors help to determine which products will
push our buttons, or these who make us feel better. Lifestyle is a way of life , how we express
ourselves by our actions for example:(A fifty year old businessman driving a convertible type of
car will give us an impression that this person still looks like he is in his twenties,and that he still
has this young spirit). Income,occupation,position,also affects our lifestyle since the needs and
wants of people with different backgrounds differ so the quality of life of these two groups are
not the same and there lifestyles will differ too. Choosing “Roadster” itself gives us a lifestyle
since our consumption tells us who we are and whom one desire to identify,so our lifestyle is
highly dependent on our activities,interests,and opinions.

B)Reference Group:
We refer to the reference group in this case as our friends at work, university, neighborhood, or
the people in our invironment who infuence us to go to “Roadster” because they have a pleasant
experience with this restaurant and they where satisfied by their service and not to forget the
great taste. The reference group also may affect us because we share the same interests with
them. The surroundings and the interior of the restaurant drives us as consumers towards this
place, Moreover; the atmosphere and the ambiance is suitable for more than an occasion, for
example(Birthdays,soccer games etc…)
We can celebrate birthdays, have lunch during our work all these could be done while watching
a soccer game or any other sport sincce “Roadster“ targets all ages and tries always to be up to
date with the events, games, which we could observe from the decorations done to that specific
theme which could be the flags and the balls for the world cup, and another thing is that the
music is suitable and we will enjoy our time no matter what was our case.
6- In the Consumer’s Decision Making Process there are three phases:
Prepurchase Phase:
Is when we have a problem which is the need recognotion which makes us feel we should
socialize and hangout with friends to release and get rid of our daily stress which could be
generated from work, or maybe to meet new people. In this case we also rely on our previous
experiences either ours or from experiences of others since people use the (word of mouth) to
talk about a product or service either in a good or a bad way.
Consumers Perspective, is how we evaluate this service did we like it and we have confidence in
it and we are used to meet at that place to have dinner, chat, and socialize.
Purchase Phase:
This phase is when we go and try it ,if we have a pleasant experience ,or when we are at work
and the restaurant is is near we do not have time to think of alternatives or go and check for other
choices so we go directly. The stores display affects our decision because all the signs in the
shop makes me curious and makes me want to read them all which will take me at least four to
five visits to that particular restaurant.
Postpurchase Phase:
Is after buying the product if we are satisfied by the performance of the product or service . This
is determined by how much the product provided pleasure to the consumer, search is an ongoing
process.
In order to be more effective and to choose the best alternative in the decision making process
we could make small questionaire in order to be filled by the customers in order to take their
feedback and impliment them to improve and meet customers satisfaction and to decrease faults
and drawbacks in the firm that could be very harmfull.