CONSUMER

CONSUMER
BEHAVIOUR
BEHAVIOUR
FOOD SUPPLIER TO CANTEEN

ROHAN KUMAR
SHARMA
 PRODUCT
DESCRIPTION
We have to supply food to canteen
We have to supply food to canteen
acting as a food supplier. Supplying
acting as a food supplier. Supplying
food to various segments of
food to various segments of
canteen. Taking orders in bulk or as
canteen. Taking orders in bulk or as
per the requirement of the
per the requirement of the
customers.
customers.
 TYPES OF PRODUCT

1. 2. 3.
HEALTHY FOODS CUSTOMIZED FOODS REGULAR FOODS

5. 6.
4.
DIET MAINTAINED CHINESE/
SEASONAL FOODS FOODS SPICY/CHATPATA FOOD
 PRODUCT SEGMENTATION

2.
1. 2. 3. 4.
1. SCHOOL / 3. 4.
ARMY TEAM SCHOOL / CORPORATES MESS
ARMY TEAM COLLEGES CORPORATES MESS
COLLEGES

5. 6.
5. 6. 7.
REGULAR / LOCAL 7.
REGULAR / LOCAL HOSPITALS GYMS
CANTEEN SYSTEMS HOSPITALS GYMS
CANTEEN SYSTEMS

8. 9. 10.
8. 9. 10.
HEALTHY FOODS SEASONAL
HEALTHY FOODS SEASONAL PARTY
EATERS CANTEEN PARTY
EATERS CANTEEN
 BUYING
SITUATION

• NEW TASK
• NEW TASK
• As our business will be
• As our business will be
new to market and
new to market
suppliers and
or customers
orsuppliers or customers
vendors will be
or vendorsfor
purchasing will
thebefirst
purchasing for the first
time.
time.
• MODIFIED REBUY
• MODIFIED REBUY
• For Customization foods
• For Customization foods
we will be considering
we will be
Modified considering
Rebuy
Modified Rebuy
 BUYING STEPS VS BUYING CLASSES
    Buy Classes
  Straight Rebuy Modified Rebuy New Task
1. Problem Recognition  NIL HIGH   HIGH
 
  2. General Need Description
3. Product Specification
 NIL
 NIL
 HIGH
 HIGH
 HIGH
 HIGH
  4. Supplier Search  NIL  MODERATE  HIGH
 NIL  MODERATE  HIGH
  5. Proposal Solicitation
6. Supplier Selection  NIL  MODERATE  HIGH
Buy Phases 7. Order-routine Specification  NIL  HIGH HIGH
 
  8. Performance Review
   NIL  HIGH HIGH 
Please Rate the Degree of importance of the step as Low, Medium and High for your product / service.
 ATTRIBUTES OF THE PRODUCT
Economic Psychological
Functional Benefit Benefit Social Benefit
Social Benefit
Benefit

Diet, Taste, Health, More Revenue to the Satisfaction, Mental Final Consumers
Diet, Taste, Health,
Nutrients, vitamins, More Revenue to the
company Satisfaction,
Peace, BuildMental
self Final Consumers
Nutrients, vitamins,
quality of food, high company
comparatively less Peace, Build self
Esteem, Improves
quality
energyof level,
food, high comparatively lessinput.
amount of cost Esteem, Improves
Learning Ability
energy level, from
prevention amount of cost input. Learning Ability
prevention
diseases, from
obesity,
diseases,
stress obesity,
stress
 Perceived Value Calculation
 
Perceived Value Calculation  

  Value Attribute
Perceived
Taste & Post Purchase Value
Brands Price(25%) Delivery Time(20%)
Quality(35%) Service(20%)

Your Brand
Food - Cant 4 5 4 4  4.35

Daily Harvest 3 5 5 3  4.10

Home Chef 4 5 5 5  4.75
Factor 75 2 5 4 5  4.10
  Please assign relative weight to each parameter as per your judgment.  

  Use 1 to 5 Ranking for calculating the Perceived Value.  

 BUYING ROLES
Buying Role Authority / Designation of person from the Buying Organization

INITIATER Chef/ Hotel manager

INFLUENCER People who are in need of food
DECIDER  Hotel Manager / Consultant
APPROVER  Canteen Manager
BUYER  Canteen
USER  Consumers
GATE KEEPER  Vendors / Doctors/ Gym Owner/ Army Chef / Dietitian
 NEGOTIATION / DISCOUNT

• Considering Negotiation as food supplying

will be basically in bulk so giving them the
best offer with catalogue specified
particularly for what they will choose.
• Discount – Discount can be given to schools
or colleges or anyone. Like if we supply for
say school then can say iff there are more
than 500 children in school then one extra
added eatable item will give for free.
DELIVERY TERMS/ PACKAGING
• Delivery terms will be as per requirement
and service terms for how many food has
to be supplied what materials and in what
quantity and varieties.
• We can make packaging according to
different segments specified in the above
slides which will look more attractive and
belongingness which in turn result in more
order creating more revenue for the
company
 METHOD OF
BUYING

• Open Market
• Contract Buying
• Just in Time
• Seasonal Buying
• Hand to Mouth
  INFLUENCES ON BUSINESS BUYING BEHAVIOUR    

Environmental Degree of Organizational Degree of Interpersonal Degree of Individual Degree of

Influences Influence Influences Influence Influences Influence Influences Influence
Level of Demand  High Objectives  High Interests High  Age  High
Economic Outlook  Low Policies  Moderate Authority Moderate Income  Moderate
Interest Rate  Moderate Procedures  High Status Low Education  Low
Rate of Organizational
Technological  Low  High Empathy  Moderate Job Position
Change Structures
 Low
Political and
Persuasivenes
Regulatory  Low Systems  High  High Personality
Developments s
 Moderate
Competitive Risk
Developments
 High        
Attitude  Low
Social Responsibility
Concerns  High         Culture
 High
Please Rate the Degree of Influence on Buying Behaviour as Low, Medium and High for your product / service.
THANK YOU!