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MKT: 481
SECTION:02
GROUP PRESENTATION & PROJECT

SUBMITTED TO:
Mr. Abul Khair Jyote

Submitted BY: Future Marketer

NAME ID

Eftekhar Hossain Ratul 1110409

Raisa Zahin Binita 1110498
Sajjad Mahmud 1210228
Labiba Zaman 1220774
Sabrina Alam 1220775
Farhan Shahriar 1220827

Date: 14th July 2014

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Table of content:
1. Brief History About Gloria Jeans............................................. 6-8

2. Purpose of the study(Sehri Deal)............................................. 8

3. Concepts of marketing for consumer behavior...................... 9

4. Consumer’s Decision-Making Process.................................... 10 - 11

5. Factors Influencing Consumer Buying Decision...................... 11 - 14

6. Market Segmentation................................................................ 15 - 16

7. Target Market & Positioning.................................................... 17

8. Perception.................................................................................... 18

9. Targeted Customer..................................................................... 19

10. Personality Traits of the Customers.......................................... 19

11. Type of Customers Going to Gloria Jean’s.............................. 20

12. Methodology............................................................................... 21

13. Scope Of The Study & Limitation ........................................... 22

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Acknowledgement
At first we would like give our warm requital to Independent University, Bangladesh for
having such a wonderful and consequential course in its curriculum.
We would like to express our cordial appreciation and thanks to Our Course Instructor Mr.
Abul Khair Jyote for supporting and guiding us throughout the entire course. The
instruction provided by him was very productive and beneficial to accomplish our work. We
would like to thank our each group members for their effort and assistance.
We would also like to thank our participants of research for their absolute warmth,
friendliness and cooperation.

 Introduction:
Marketing is a complete package of selling, promoting, distributing and making new idea
about a product. In a sense marketing is the way to branding a product. And for a product
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the first and foremost element is the consumers. A consumer is an individual who buys
products or services for personal use and not for manufacture or resale. A consumer is
someone who can make the decision whether or not to purchase an item at the store, and
someone who can be influenced by marketing and advertisements. Any time someone
goes to a store and purchases a toy, shirt, beverage, or anything else, they are making that
decision as a consumer.

A description of a population of ‘consumers’, who each choose (buy) repeatedly one of a

number of competing ‘brands’ (we can ignore the difference between product and brand
for these purposes). This subdivides into a description of the behavior of a single
consumer (‘psychology’), and of the collective behavior of a group, in other words of the
interactions between consumers (‘sociology’).

The theories of consumer decision-making process assume that the consumer’s purchase
decision process consists of steps through which the buyer passes in purchasing a product
or service. However, this might not be the case. Not every consumer passed through all
these stages when making a decision to purchase and in fact, some of the stages can be
skipped depending on the type of purchases.
The reasons for the study of consumer’s helps firms and organizations improve their
marketing strategies by understanding issues such as:
The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumers’ motivation and decision strategies differ between products, that differ in
their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
This assignment basically deals with the consumer behavior toward the “Sehri Deal”
offer given by “Gloria Jean’s” café in Bangladesh. It would enable people to get an idea
about consumer behavior about the offer. How consumer reacts to different obstacles
while purchasing any food item and how they are taking their services. Lastly, in this
assignment there are some theories have been included to answer or to make people
UNDERSTAND about the consumer behavior.

 Brief History of “Gloria Jean’s” coffees:

“Gloria Jean's” Coffees is an Australian-owned global specialty coffee company that has
opened more than 1,000 coffee houses across 39 markets worldwide, including over 460
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in Australia. In 2013, Gloria Jean's was purchased by the publicly listed Yellow Pages
Singapore for $35.6 million.

The Gloria Jean's Coffees story began in the USA in 1979 when Gloria Jean and Ed
Kvetko opened a specialty gourmet coffee outlet in a small town just north of Chicago.
With appreciation for quality coffee growing, it wasn’t long before Gloria Jean’s Coffees
outlets started to appear around the USA.

More than 16 years later, Nabi Saleh, an Australian businessman and coffee expert,
experienced the brand while in the USA and with his business partner, Peter Irvine,
brought Gloria Jean’s Coffees across the globe to Australia. Australia quickly became
Gloria Jean's Coffees' fastest growing market. So with a recipe for success, Nabi and
Peter set their sights on realizing a vision to make Gloria Jean’s Coffees the most loved
and respected coffee company in the world.

In 2004, they returned to the USA and purchased the international branding and roasting
rights for all countries outside of the USA.

Four years later, the story has come full circle. In early 2009 Gloria Jean’s Coffees
International affiliate company, Praise International North America Inc, completed
negotiations to buy Gloria Jean’s Coffees U.S. retail and franchise operations from its
current U.S. owner comprising of 102 coffee houses in 24 states.

Today Gloria Jean’s Coffees is located in numerous countries around the world and
continues to find a place in the hearts of coffee lovers everywhere.

 Brand:
Gloria Jean’s Coffees' success around the world is built not only on our passion to offer
the best quality coffee but in realizing that to be loved and respected you must first
respect the cultures and needs of others. That’s why we understand that no matter where
you visit us around the world it’s important that our signature experience also has a touch
of local culture and taste. So in Turkey we serve traditional Turkish coffee, we have
developed a special Lucuma Chiller in Peru made from a local fruit and even in Australia
we offer drinks made with popular local treats like Tim Tam chocolate biscuits. So from
Kalgoorlie, in Western Australia to Kazakhstan, in Eastern Europe, we aim to make all
our guests feel truly at home.
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 Vision
Gloria Jean's Coffees will be the most loved & respected coffee company worldwide.

 Mission
Gloria Jean's Coffees is committed to building a unified family who consistently serve the
highest quality coffee and provide outstanding and personalized service in a vibrant store
atmosphere.

 Values
Partnerships based on integrity and trust Commitment to excellence and innovation a culture of joy
and passion Belief in people, building & changing lives for the better.

Now, we Bangladeshis love our adda (informal chit-chats) over drinks, hot or chilled, full cream or
decaf, and we love our cups be served with munchies, sweets or hard-core main dishes. So speaking
to Irin Islam Chowdhury, executive-marketing of Navana Foods Ltd/Gloria Jean’s Coffees
Bangladesh, “We specialize in brewing true coffee from honest and hand-picked beans but we started
featuring food, along with our cakes and pastry due to the immense demand of the concept - drinks
over food. Our menu changes quarterly but of course keeping the most popular items intact and one
specific coffee blend – hazelnut latte, which did not start as big as our regular drinks but now is a
complete hit. If we had a small auditorium concert called the ‘hazelnut lately’, I'm sure we would
have all tickets sold out but fortunately, “Gloria Jean’s” coffees is not a gig and we have immense
supplies of this profound brew”.

“And what was there as a basic menu comprised of sweet items like Tia Maria cake, brownies or
tarts...had to be negotiated with the wholesome arrangement of entree like tomato bruschetta, grilled
chicken salad with balsamic vinegar, smoked chicken sandwich, Fettuccine Alfredo pasta, lamb cutlet
up to mushroom rice with hot and sour meat ball to name a few, and to be honest, these items were
interrogated, verified and validated from the land down under before we liberated them for South
Asia’s Dhaka”, Irin Chowdhury added with a grin.

 Consumer Behavior
Consumer behavior is broadly the study of individuals, or organizations and the processes
Consumers use to search, select, use and dispose of products, services, experience or ideas to
satisfy needs and its impact on the consumer and society. Consumer behavior refers to all of
the behaviors that consumers display in searching for, purchasing, using, evaluating and
disposing of product and services that they expect will satisfy their needs. To better meet the
needs of specific groups of consumers, most marketers adopted a policy of market
segmentation, which called for the division of their total potential markets into smaller,
homogeneous segments for which they could design specific products and/or promotional
campaigns.

“Consumer behavior is the study of how individuals or groups buy, use and dispose of goods,
services, ideas or experience to satisfy their needs or wants.” In the early stages, consumer
behavior was taken as buyer behavior that reflects the interaction between consumers and
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produces at the time of purchase but now marketers recognize consumer behavior as an
ongoing process not only what happens at the time when consumer gives money and gains
some goods or services. (Solmon, 1996 p 8).The American Marketing Association (AMA)
defines consumer behavior as the dynamic interaction of cognition, behavior &
environmental events by which human beings conduct the exchange aspect of their lives.

There is nobody in the world that is left out of the class of consumers. The consumer- hood
continues till one’s last breath in the world. The consumer purchases a variety of goods and
services to satisfy his wants and he is always influenced in his purchasing activities by some
considerations which lead him to select a particular commodity or a particular retail store in
preference to others. So, consumer buying is more complex. Consumer purchases are likely
to be influenced by physiological, psychological and sociological factors. The commodities
and services are brought by the consumer to satisfy his basic needs, for comfort, pleasure,
recreation and happiness. Every individual has physiological need such as hunger, shelter,
thirst, etc. which have to be satisfied for survival. The psychological factors like status,
prestige and social factors like friends, neighbors, job and relatives influence their purchasing
activities.

The term consumer behavior refers to the behavior that consumers displaying searching for
purchasing using evaluation and disposing in searching for  purchasing using evaluating and
disposing of products and services that they exact will satisfy o how individuals make
decisions to send their available resources (time, money and effort) on consumption related
items. It includes the study of what they buy´, ´Why they buy´, When they buy it´, Where
they buy it´, how often they buy it´ and ³how often they use.

People bear certain beliefs and attitudes towards certain types of goods, brands of
commodities and retail outlets based on their previous experience. When there is a need, they are able to
discover some new commodities capable of satisfying their needs. Before the commodities and brands are
selected, these commodities must compete successfully against alternatives in the market. The selection
of a particular commodity becomes important for consumer since there are wide varieties of
consumer goods in the market. Again selection of a particular commodity depends on income
of the consumer and necessity of the product to the individual. Before the selection of the commodity
purchased, an individual requires information regarding the various sources of supply of the commodity, its
brands, relative merits and demerits, uses and value of their characteristic features and services offered. The
common sources through which individual gathers information are from advertising media
(television, radio and newspapers), friends, retailers in the locality, displays in shops and
food labels.

Consumer behavior is helpful in understanding the purchase Behavior and preferences of

different consumers. As consumers, we differ in terms of sex, age, education, occupation,
income, Family setup, religion, nationality and social status. Because of this different
background factors, have different needs and we have only buy those products and services,
which we think, will satisfy our needs.

There are four main applications of consumer behavior:

The most obvious is for marketing strategy—i.e., for making better marketing
campaigns. For example, by understanding that consumers are more receptive to food
advertising when they are hungry, we learn to schedule snack advertisements late in
the afternoon. By understanding that new products are usually initially adopted by a
few consumers and only spread later, and then only gradually, to the rest of the
population, we learn that (1) companies that introduce new products must be well
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financed so that they can stay afloat until their products become a commercial success
and (2) it is important to please initial customers, since they will in turn influence
many subsequent customers’ brand choices.
A second application is public policy. In the 1980s, Acutance, a near miracle cure for
acne, was introduced. Unfortunately, Acutance resulted in severe birth defects if taken
by pregnant women. Although physicians were instructed to warn their female
patients of this, a number still became pregnant while taking the drug. To get
consumers’ attention, the Federal Drug Administration (FDA) took the step of
requiring that very graphic pictures of deformed babies be shown on the medicine
containers.
Social marketing involves getting ideas across to consumers rather than selling
something. Marty Fishbein, a marketing professor, went on sabbatical to work for the
Centers for Disease Control trying to reduce the incidence of transmission of diseases
through illegal drug use. The best solution, obviously, would be if we could get illegal
drug users to stop. This, however, was deemed to be infeasible. It was also determined
that the practice of sharing needles was too ingrained in the drug culture to be
stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a
campaign that encouraged the cleaning of needles in bleach before sharing them, a
goal that was believed to be more realistic.
As a final benefit, studying consumer behavior should make us better consumers.
Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of
laundry detergent, you should pay less per ounce than if you bought two 32 ounce
bottles. In practice, however, you often pay a size premium by buying the larger
quantity. In other words, in this case, knowing this fact will sensitize you to the need
to check the unit cost labels to determine if you are really getting a bargain.

The Offer given by “Gloria Jean’s” café in Bangladesh:

 Sehri Deals
1. Butter Chicken with Basmati Rice Tk.478 + VAT of 15% (72) = BDT 550/person
2. Mutton Rogan Josh with Basmati Rice Tk.478 + VAT of 15% (72) = BDT 550/person
3. Chicken Manchurian with Fried Rice Tk.478 + VAT of 15% (72) = BDT 550/person
If consumers buy any two they are getting one extra for free, so ultimately they are paying for only one
platter which is more attractive and rational. they perceive this a reasonable price for seheri, more of all
they maintain 100% high quality food and also located in pick point which is Gulshan, Consumers can
take away the food with them. We are going to conduct our study based on these offers as well as
the consumer behavior towards “Gloria Jean’s” café in Bangladesh.

 Concepts of marketing for consumer behavior:

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Marketing management is a conscious effort in order to achieve desired exchange outcomes with
target markets. Usually organizations conduct marketing activities under the following marketing
concepts which are as follows.
 Production concept
 Product concept
 Selling concept
 Marketing concept

Production concept:
It is one of the oldest concepts in business. According to this concept consumers will prefer
products that are widely available and inexpensive. As a result to that “Gloria Jean’s” coffees
concentrated on achieving high production efficiency, low cost and mass distribution.
According to them consumers are primarily interested in product availability, uniqueness and
moderate pricing.

Product concept:
According to product concept consumers will favor those products that represents the quality
and uniqueness. “Gloria Jean’s” coffees mainly focus on making superior dishes and menus
from time to time. In comparison to production concept, in product concept it is considered
that the consumers are aware about the quality of the products and has an ability to evaluate
good quality.

Selling Concept:
According to this concept, promotional offers used by Gloria Jeans is not only to stimulate its
sales but also to create an environment or trend of having IFTAR and Seheri in whole
different way.

Marketing concept:
“Gloria Jean’s” coffees is a leading international franchise, they expanded their operations to
many developed or developing countries. As a result they know about what a customer
wants, needs or craves for. In this context their main goal is to create a value of their brand
among the market and creating a position on targeted consumers’ minds. This is a benchmark
for a company like “Gloria Jean’s” coffees to offer such innovative offers.

 Consumer’s Decision-Making Process:

There are some stages of consumers purchasing process, "Stages in the Consumer’s
Purchasing Process" outlines the buying stages consumers go through. At any given time,
someone is probably in some sort of buying stage. He/she is thinking about the different
types of things we want or need to eventually buy, how he/she is going to find the best ones
at the best price, and where and how will he/she buy them. Meanwhile, there are other
products he/she has already purchased that he/she is evaluating. Some might be better than
others. Will he/she discard them, and if so, how? Then what will he/she buy? Where does
that process start?
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1. Need Recognition: when someone realizes that something what he does not have. In a
word need is the state of mind when we feel deprived of something. As we are doing our
study on “Gloria Jean’s” café in Bangladesh so we must think what customer may think
before they went there. For example they can go for taking coffee, fast food. As it is
going on Ramadan so the consumers may come there for taking their “Ifter” as well as
“sehri”. Keeping that in mind “Gloria Jean’s” café in Bangladesh is giving the “Sehri
Deal” offer.

2. Information Search: information search is to find out the way to fulfill any one’s need.
When someone feels need for foods they will search for what type of food they can have.
A consumer can obtain information from several sources:
Personal sources: Family, Friends, Neighbors. Commercial Sources: advertising, sales
forces retailers, dealers, Packaging, point-of sale displays. Public sources: news papers,
radio, television, consumer organizations, special magazines.
Internal search: Scan memory
External search: shopping, personal sources, public media, Advertisements
As we are working with “Gloria Jean’s” café in Bangladesh our customers get
information from various sources like friends, family, advertisements, Face book. From
these they also get to know about the “Sehri Deal”.
3. Evaluation of alternatives: choosing the preferable product among all the alternatives
called evaluation of alternatives. As there are a lot of restaurants and coffee shops so our
consumer can choose their preferable product and place from them.
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4. Purchase Decision: Purchase decision is to choose the product for purchase which can
satisfy one’s needs. Our consumer will choose “Gloria Jean’s” café in Bangladesh if our
food and offers satisfy their needs.
5. Purchase Evaluation: After taking purchasing decision consumers buy products to satisfy
their need and they think about the post purchasing effects. If someone is satisfied with
the foods and service of “Gloria Jean’s” café Bangladesh they will come again to get
more experience. When people get satisfied they becomes loyal with the product.

 Factors Influencing Consumer Buying Decision:

1. Cultural Factors

Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture,
and social class. Thus marketer should understand the cultural background of the consumer. It
includes:

i) Culture

Basically, culture is the part of every society and is the important cause of person wants and
behavior. Simply, culture is that, what we are. That means our life style, our behavior, what we
like to do and wear all these show our culture. In a border sense, culture refers to a complex set
of values, norms believes, attitudes and customs which are handed down from generation to
generation and which help individuals to communication, interpret or evaluate as members of a
given society.

For Example as a Bangladeshi culture we prefer to eat rice and fish in our meal. This is the
culture of Bangladeshi people. The influence of culture on buying behavior varies from country
to country therefore marketers have to be very careful in analyzing the culture of different
groups, regions or even countries. As we are doing our study on “Gloria Jean’s” café in
Bangladesh our consumers will prefer to eat meals rather than other fast food. An in our “Sehri
Deal” offer we are providing 1 free meal for buying 2 so that they can get their meal in a
affordable price.

ii) Subculture

No society is totally homogeneous. Each culture contains different subcultures such as religions,
nationalities, geographic regions, racial groups etc. Marketers can use these groups by
segmenting the market into various small portions. “Gloria jean’s” café is offering different
foods for different people thinking about their sub cultural group.

iii) Social Class:

Every society possesses some form of social class which is important to the marketers because
the buying behavior of people in a given social class is not similar. In this way marketing
activities could be tailored according to different social classes. Here we should note that social
class is not only determined by income but there are various other factors as well such as: wealth,
education, occupation etc. For example, in “Gloria Jean’s” café in Bangladesh we can see
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different type of people from different ages different society, different occupation. Nowadays
students like to hangout in cafes so in Ramada season for the people specially students we are
giving the “Sehri Deal” through which they can also enjoy their “Sehri” with their friends.

2. Social Factors

In addition to cultural factors consumer behavior is influenced by such social factor as reference
groups, family, and social roles and status.

i) Reference Groups:

Reference groups refer to group that have either a direct or indirect influence on a person’s
attitudes, values, opinions and behavior. People are significantly influenced by their reference
groups. Reference groups expose an individual to new behaviors and lifestyles. They influence
attitudes and self-concept. And they create pressure for conformity that may affect actual product
and brand choices. The impact of reference groups varies across products and brands. For
example in “Gloria Jean’s” café in Bangladesh we are giving our offers in advertisement so that
people can get to know about the offer from friend and other peoples.

(ii) Family

Buyer behavior is strongly influenced by the member of a family. Family is defined as two or
more persons related by blood, marriage or affecting who reside together. Family members
constitute the most influential primary reference group affect buying decision. However, the
relative importance of each member may vary according to the kind of product or service under
consideration, its cost and other variables. Therefore marketers are trying to find the roles and
influence of the husband, wife and children. If the buying decision of a particular product is
influenced by wife then the marketers will try to target the women in their advertisement. Here
we should note that buying roles change with change in consumer lifestyles. Sometimes
consumers can take the “sehri Deal” offer from “Gloria jean’s” café with their family to enjoy
sehri outside home. So here we can see family preference.

(iii) Roles and Status

Each person possesses different roles and status in the society depending upon the groups, clubs,
family, organization etc. to which he belongs. The person’s position in each group can be defined
in terms of roles and status. A role consists of the activities that a person is expected to perform.
For example a woman is working in an organization as finance manager. Now she is playing two
roles, one of finance manager and other of mother. Therefore her buying decisions will be
influenced by her role and status. As “Gloria Jean’s” café in Bangladesh is targeting people who
belongs from higher class and society. So they can also get the offer for maintaining their social
status.

3. Personal Factors
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Personal factors can also affect the consumer behavior. Some of the important personal factors
that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality
and self concept.

i) Age and Stage in the Family Life Cycle:

Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the
consumers change the purchase of goods and services with the passage of time. For example:
they eat baby food in the early years, most food in the mature years and special diets in the later
years. Habit, taste, recreation is also age related. Consumption is also in influenced by the family
life cycle. Marketers have identified nine stages of the family life cycle, e.g. bachelor stage,
newly married couples, expanding-1, expanding-2, contracting, post-parental childless, childless
older married, lone survivor (working), and lone survivor (retired). As consumers from young
ages want to take their sehri out of home. So we offered “sehri” package for all.

(ii) Occupation and Economics Circumstance:

The occupation of a person has significant impact on his buying behavior. For example a
marketing manager of an organization will try to purchase business suits, whereas a low level
worker in the same organization will purchase rugged work clothes.

Product choice is greatly affected by economic circumstances disposable income, saving

investment, borrowing power etc. For example, as inflation increases more money is required for
consumer to purchase the same amount of goods. This may lead to general discipline in
consumer impending. Sometimes professional people have to do meeting in a coffee shop or out
of office. So ”Gloria Jean’s” café in Bangladesh is offering different type of snacks type food
here for them.

(iii) Lifestyle

Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle
refers to the way a person lives in a society and is expressed by the things in his/her
surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole
pattern of acting and interacting in the world. For example, there are some people who want to
go out in night with friend keeping that in mind “Gloria Jean’s” café in Bangladesh is offering
“Sehri Deal”.

iv) Personality and Self-concept:

Each person’s distinct personality influences his or her buying behavior. Personality refers to the
unique psychological characteristics that lead to relatively consistent and lasting response to
one’s own environment. Personality is usually described in terms of self-confidence, dominance,
sociability, defensiveness and adaptability. There exist a strong correlation between certain
personality types and product or brand choice. For example sudden at sehri time someone may
want to go out for sehri. For them we are offering the sehri deal.

4. Psychological Factors

A person’s buying behavior is also influenced by the various psychological factors. These are:
motivation, perception, learning, beliefs and attitudes.
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i) Perception

Perception is the process by which an individual selects organizations, and interprets information
inputs to create a meaningful picture of the world. There are three different perceptual processes
which are selective attention, selective distortion and selective retention. In case of selective
attention, marketers try to attract the customer attention. Whereas, in case of selective distortion,
customers try to interpret the information in a way that will support what the customers already
believe. Similarly, in case of selective retention, marketers try to retain information that supports
their beliefs. So in our “Gloria Jean’s” café in Bangladesh we are taking care of people’s
perception towards our service and products.

ii) Learning:

When people act, they learn. Learning is the relatively permanent change in behavior due to
experience. Most human behavior is learned. Learning theory teaches marketers that they can
build up demand for a product by association it with strong drives, using motivating cues and
providing positive reinforcement. As “Gloria Jean’s” café in Bangladesh is giving advertise in
different sources so that people can be motivated to our “Sehri Deal” offer.

iii) Beliefs and Attitudes

Through doing and learning, people acquire beliefs and attitudes. These in turn, influence their
buying behavior. A belief is a descriptive thought that person hold about something. Beliefs may
be based on knowledge, opinion or faith. These beliefs make-up product and brand images and
people act on their images. The people who are “Gloria Jean’s” café’s loyal customer may come
to get the “Sehri Deal” offer because of their belief in the brand.

An attitude is a person’s enduring favorable or unfavorable evaluation toward some object or

idea. Attitudes put individuals into a frame of mind of liking or disliking a product, motivating
toward or away from it.

 Market Segmentation
Market segmentation can be defined as the process of dividing a market into different
homogeneous groups of consumers. Bases for consumer market segmentation. There are Number
of variables involved in consumer market segmentation, alone and in combination. These
variables are:

 Geographical Segmentation
 Demographic Segmentation
 Psychographic Segmentation
 Behavioral Segmentation
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 Geographical Segmentation:
In geographical segmentation, market is divided into different geographical units like:

 Regions (by country, nation, state, neighborhood)

 Population Density (Urban, suburban, rural)
 City size (Size of area, population size and growth rate)
 Climate (Regions having similar climate pattern)

“Gloria Jean’s” café in Bangladesh is located in Gulshan which is commercial area of Dhaka
city, Office, Banks, Schools And so on. As we said before Gloria jean's primary target market is
office going men and women. Gulshan is the perfect place for them. They are basically serving
such type of urban people those are like to hang out and social. They have only branch in Dhaka
city which is the capital of Bangladesh and most populated city.

 Demographic Segmentation:
In demographic segmentation, market is divided into small segments based on demographic
variables like:

 Age, Gender, Income,

 Occupation, Education, Social Class,
 Generation, Family size, Family life cycle, Home Ownership,
 Religion, Ethnic group/Race, Nationality and so on.

Demographic factors are most important factors for segmenting the customers groups. Consumer
needs, wants, usage rate these all depend upon demographic variables. So, considering
demographic factors, while defining marketing strategy, is crucial.

 First of all Gloria Jean’s primary target market is Adult, Working People those are between
25-45,they are stable, maintain class, Have family, white collar people, social.
 secondary target market is Young, University going student those are between 18-25,This
type of people are independent, love to hang out, budget conscious.
 For this Sehri offer they are targeting this type of people those are stable source of income
and maintain a social lifestyle. Mostly Islam religion based people.

 Psychographic Segmentation:

In Psychographic Segmentation, segments are defined on the basis of social class, lifestyle and
personality characteristics. Psychographic variables include:

 Interests, Opinions, Personality,

 Self Image, Activities,
 Values, Attitudes.

A segment having demographically grouped consumers may have different psychographic

characteristics. In this segment they are mainly targeting those have strong interest in Coffee,
have fascination with snacks with strong personality. They maintain a better self image, much
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are brand conscious. Independent, social, upper or middle class consumers will be psychographic
ally targeted by this sehri offer.

 Behavioral Segmentation:

In this segmentation market is divided into segments based on consumer knowledge, attitude, use
or response to product. Behavioral variables include:

 Usage Rate,
 Product benefits,
 Brand Loyalty,
 Price Consciousness,
 Occasions.

Holidays like mother’s day, New Year, Ramadan and Eid.

User Status - First Time, Regular or Potential

Behavioral segmentation is considered most favorable segmentation tool as it uses those

variables that are closely related to the product itself. Here Gloria Jeans has used the 'usage rate'
technique by offering three meals for the price of two at the sehri. They know they got loyal
customers who will not miss this offer. By offering three meals for the price of two at the sehri
they are using the 'Price Consciousness' technique. they have launched this offer at Ramadan
which is Occasions based segmentation.

 Target Market:
Identifying a target market after detailed research and developing specific marketing campaigns
focused at it. It is an essential step in the development of a marketing plan. Six steps to defining
your target market:
 Understand the problems that you solve
 Paint a picture of the customer
 Who will gain from the value in your offer?
 Think about your market
 Look internally at your company
 Why am I uniquely placed to solve the problem?
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Most of the caffeine consumed worldwide is coffee. It reached in some countries a level of 85%.
Coffee is one of the most consumed beverages in the world alongside with tea and water.
However it is an adult drink which should be taken into consideration when it comes to statistics
opposed to water and tea which is consumed by all age segments. The primary target market and
customers of Gloria Jean’s products is “everyone” who drinks coffee
Primary:
 52% Men and Women between 25-45,
 Attracted by Quality food and coffee,
 Store design.
Always look for brand:
 The offer is mainly focused for those who like48% Young adults between 18-24
 Positioned as a place to hang out, to work or hang out during night time.
 Loyal toward brand.
Secondary:

 Study or write papers
Spend some solitary time in works with a cup of fresh brewed coffee & Maintain huge circle:
 Like to hang out in night
 Also budget conscious
 Loyal toward brand
 Positioning:
How you differentiate your product or service from that of your competitors and then
determine which market niche to fill. Positioning helps establish your product's or service's
identity within the eyes of the purchaser. A company's positioning strategy is affected by a
number of variables related to customers' motivations and requirements, as well as by its
competitors' actions.
Gloria Jean's Coffees is a proven and successful franchise system which has been recognized
as one of the world's best. It is basically purposed to cater and response to local market. It is
essential to have unique selling point to position above the competitors and which is properly
maintain by them. They made it glorious for customers. They offer different type of coffee
quality platters; recently they offered Iftar platter & seheri deal for Ramadan which is also
contributing their brand position. They are providing quality food in an affordable price so
that every segmentations people are considering the offer as in optimistic way.

 Perception:
Market perception is the consumer response to a company’s products and services. A
company with positive perception may be considered to offer products and services with
good value, and to be a sound buy for investors. Negative impressions indicate that
consumers and investors do not view a firm favorably.

Gloria Jean’s Coffee is one of leading coffee shops. It is specialized in its own brand
coffee products. Gloria Jean’s has been investing on product quality and customer
consuming experience to build its brand image. Consumer’s perception about this brand
is high because it an international brand. The perception about their new offer.
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“Gloria Jean’s” coffees's Iftar Platter

Beef Wrap, Arabic falafel with hummus, Crunchy Greek salad, Chicken wings on Pita &
Spicy Chicken loli pop with mint chutney, Completed with Lebanese Basbusa &
Seasonal fruits stick with Mariam Dates, Accompanied with a chilled of bottle water.

TK. 777+ VAT of 15% (117) = BDT 894/person

Consumers perceive this is a good offer to go and have iftar with family and friends.

They perceive Gloria jeans use only premium quality ingredients in all their food
products and maintain international standard in food safety and hygiene process. But
Some customers thinks this is too expensive for Iftar plus they can feed about 2/3 people
with 900 BDT which is negative perception.

If consumers buy any two they are getting one extra for free, so ultimately they are
paying for only one platter which is more attractive and rational. they perceive this a
reasonable price for seheri, more of all they maintain 100% high quality food and also
located in pick point which is Gulshan, Consumers can take away the food with them

But consumers would more convenient if they provide home delivery as well. They
should come up with new technology to overcome this barrier and make it more
convenient for their guest to enjoy a cup of “Gloria Jean’s” coffees coffee and food.

 Current Market Situation:

As, “Gloria Jean’s” café in Bangladesh specializes on coffee culture, the innovativeness of
introducing Iftar and Seheri meals brings a uniqueness of café experience in
BANGLADESH. Most of the people here are not into coffee experience or lounge. But now
a day’s most coffee parlors and coffee places are creating a culture among the people who are
willing to drink coffee or creating a step by boosting the coffee experience for the coffee
lovers. In this regard Gloria Jean’s created a dynamic environment by introducing their
IFTAR and SEHERI items apart from coffee.
 Targeted consumers and customers:
For Gloria Jean’s the target consumers mostly charts under variety of profession, ages and
culture. Gloria Jean’s is situated in a commercial area of the Dhaka city. Most of the
multinational companies and other companies are situated around Gloria Jean’s. At the time of
RAMADAN, most offices ends around 3-4pm. as quick as the office hours are over the hustle
and bustle on the streets grow rapidly. Traffic jam is one of the main time killer and as a result
most of the people around the area have to go through a hassle of traffic jam and transportation
scarcity trouble. This is an opportunity for Gloria jean’s to expand its café experience to the next
level. They are offering IFTAR dishes which will not only fulfill a person’s crave for IFTAR but
also will save ample amount of time. A relaxing environment of Gloria Jeans will not just only
 20

soothe a consumers or customers exhaustion but also will give him the same coffee experience of
the “Gloria Jean’s” coffees.
The Seheri offer of the “Gloria Jean’s” coffees is mainly designed for the urban trendsetters and
the rising youngsters of the Dhaka City. Now-a-days , having seheri outside became a trend for
the youngsters and urban people mostly the university and college going peoples. They came
with a promotional plan , they are promoting their seheri plans as buy two and get one free. The
price of the seheri menu’s are slightly reasonable then the IFTAR. This attracts most of the
consumers of a certain age and culture . The purchasing power of a typical consumer under this
age is around 500-600 tk. On the other hand the youngsters mostly go along with their friends or
classmates. As a result of buy two get one free offer, this attracts more group of people to visit to
“Gloria Jean’s” coffees.

 Personality Trait of the consumers:

As “Gloria Jean’s” café is one of the leading international franchises, it has a uniqueness of
attracting certain consumers. They used their techniques to focus on attracting consumers for this
unique product. The consumer innovativeness and need for uniqueness is the main reason for the
consumers to get attracted to this type of product. The person visiting in Gloria Jeans are mostly
people who exiled their thoughts on new culture, products or service. People visit “Gloria Jean’s”
coffees for getting the new experience. On the other hand the class, age and traits are also
responsible for people trying out new products. As inner directed thoughts of the youngsters and
urban trend setters attracts their minds for trying out new. As it is lot more different than coffee
experience people wants to try it out. A certain class of people, who wants to show their poshness
and authority among a certain brand, are mainly the target for these types of innovativeness by
“Gloria Jean’s” coffees. Usually these type of personal traits are found among people who are
willing to spend money on new products or service. As a result the to be a part of these
experience and to make it memorable people are willing to go for these products “Gloria Jean’s”
coffees offering on the month of RAMDAN.

 Type of customers coming to “Gloria Jean’s”:

Here data presented on the target market.  The size and growth of the market are shown for
several past years and by market and geographical segments. Data on customer needs,
perceptions, and buying behavior, trends are also presented. Gloria jean’s the primary buyers
are higher class consumers as like as couple, most probably ages 20 to 40 who want to
reasonable price with better coffee and also few middle class consumers are come to the
Gloria jean’s who want to better coffee but do not want not invest in expensively. They want
to buy a better food produced by a name they can trust.

The Gloria jean’s offer always provides high quality coffee.  Gloria jean’s offering various
type of coffee, entertainment facilities. Now Gloria jean’s offering regarding the Ramadan
that is Sheri offer. Although Gloria jean’s   provide high quality Sheri items food in little
time, people may not come to this restaurant, as they don’t have much idea about this type of
unique product. Some of the restaurant offer regarding Sheri offer. But Gloria jean’s is
provides high quality food on time. Gloria jean’s sheri offer is the most delicious food of the
other restaurant. In this reason people come to the Gloria jean’s.

 Personality reflects individual differences:

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The inner characteristics that constitute an individual’s personality are unique combination
of factors, no two are exactly alike. Some people can be willing to accept the risk of doing
something new or different that higher or middle class consumer are enjoying midnight
chitchat, Adventure for midnight travel, etc. On the other hand lower class people afraid to
buy a recently introduced product. Personality is a useful concept because it enables us to
categorize consumers into different groups on the basis of one or even several traits. Gloria
jean’s offering sheri items mainly who are fun loving and foodies etc. Gloria jean’s would be
little reasons to develop products and promotional campaigns targeted to particular segments.

 Personality is consistent and enduring:

An individual’s personality tends to be both consistent and enduring. Although marketers

cannot change consumers personality to conform to their products, if they know which
personality characteristics influence specific consumers responses, they can attempt to appeal
to the relevant traits inherent in their target group of consumers. Gloria jean’s offer there are
sheri items only in their target group of consumers. Gloria jean’s know consumers
personalities may be consistent, their consumption behavior often varies considerably
because of the various psychological, sociocultural, environmental, and situational factors
that affect behavior.

 Personality can change:

Under certain circumstances personality can change. Some of people did not come to the “Gloria
Jean’s” because people thought that Gloria jean’s sheri offer too much expensive. When people
know about Gloria jean’s next offer like buy one get one free. That time consumer changes their
personality. The reasons for this shift is that consumers have been moving more and more into
Gloria jean’s next offer and consumers occupations.

 Methodology:
 Qualitative Approach:

We are doing research on consumer behavior on the “Sehri Deal” offer from “Gloria Jean’s
Café in Bangladesh. We are conducting it through qualitative data. So that we can explain
why consumers are interested to it and how they will perceive it. Moreover we can use a
small size for sampling. Our research will be mostly focused on understanding consumers
experience and expectations toward “Gloria Jean’s” café in Bangladesh.

Study Purpose: our purpose of the research is to find out how consumers adopting “Gloria
Jean’s” café in Bangladesh and how they will perceive the “Sehri Deal” during Ramadan
promotions. We will also find out what the customers prefer and what dislikes. We will also
try to gather information to develop marketing strategies for the betterment of consumers
benefit. We have to find out the factors why people will take the offer positively and pay for
it. We have to find out the decision making process of a consumer while they are buying any
food products.
 22

Types of Questions: If we want to conduct our research in qualitative approach we have to

ask open ended questions to the consumers who have experience of “Gloria Jean’s” café in
Bangladesh.

Data Collection Method: we can collect data through different techniques. First we can use
projective techniques from which we can get to know about the customer’s choice so that we
can use the information for further use. Another way is to take depth interview. We can
randomly ask questions to our friend and other peoples about the product of “Gloria Jean’s
“café in Bangladesh. We can also collect data from asking or interviewing people who
belongs from a group, such Face book chat can be use to collect data through focus groups.

Sampling Methods: As we are conducting our study through qualitative approach so we can
use a small sample size to know the consumer’s perception towards “Gloria Jean’s” café in
Bangladesh. We can also use non probability samples to complete our study.

Data Analysis: we can analyze our desired data through two processes which are primary
data and secondary data.

Primary vs. secondary research methods:   There are two main approaches to marketing. 
Secondary research involves using information that others have already put together.  For
example, if you are thinking about starting a business making clothes for tall people, you
don’t need to question people about how tall they are to find out how many tall people exist
—that information has already been published by the U.S. Government. Primary research, in
contrast, is research that you design and conduct yourself.  For example, you may need to
find out whether consumers would prefer that your soft drinks be sweater or tarter. So to
conduct our study for the consumer perception towards “Gloria Jean’s” café in Bangladesh
we can use both the methods.

 SCOPE OF THE STUDY

“Gloria Jean’s” have their only one franchise in Dhaka, Bangladesh. My scope is limitation to one
Branch. The scope of the study is to identify the consumer behavior towards “Gloria Jean’s” café’s
“Sehri Deal”. It is aimed at enlightening the company about different steps to be taken up to increase
the share of “Gloria Jean’s” with regard other competitors and also to make the company to provide
better customer services. The scope of the study is only confined to the area covered
under Bangladesh and only confined in studying about the consumer behavior towards “Gloria
Jean’s”.

 LIMITATIONS:

 Time has been a major constraint throughout the study as it has a limited time.
 As this survey was restricted to Dhaka, Bangladesh, this cannot be stated as an in depth
research on this subject
 23

 The consumer behavior varies according to different products.

References:
1. http://en.wikipedia.org/wiki/Gloria_Jean%27s_Coffees
2. http://www.investorwords.com/1055/consumer.html
3. http://www.jstor.org/discover/10.2307/2489127?uid=2&uid=4&sid=21103972235711
4. http://www.investorwords.com/1055/consumer.html
5. http://www.notesdesk.com/notes/marketing/market-segmentation/