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Bachelor of Marketing Buyer Behaviour

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BP252 MKTG 1050

4/5/2020

Natalya Saldanha Narjess Abroun

Do Truong

Huynh Thien Tran Bao Chau

s3752590 s3773953

Huber

Oskar

S3842350

Tran Chau Oskar

BACKGROUND

REPORT

An Ideal Dinner Date

HUYNH THIEN TRAN DO (S3752590) BAO CHAU TRUONG (S3773953) OSKAR HUBER (S3842350)

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ABTRACT In this background research, we mainly analyse which factors affect consumer's behaviour towards an ideal first dinner date. Using a variety of sources such as textbooks, online surveys, journal articles and blog posts leads us to the conclusion that internal, external and situational influences are the key factors having an impact on consumer's decision-making process and that is the reason these influences are discussed in the following report. The next stage of the project will be conducted among team members and relatives as interviews to collect data used for the final report.

INTRODUCTION Food and dating go hand-in-hand, one thing you better should know that the dinner date sets the stage for the rest of the evening or even the relationship. Zoosk has done a dating data study to get a sight of how important food is to blossoming love and personal relationships and it found that when food and romance come together they mostly create good chemistry (Murray 2017). However, not everyone has the same standards about ideal dinner because each of us is dominated by different factors which can be internal, external or situational influences. Consequently, a study that analyses these factors can help us understand deeply about the relationship between food and dating.

BODY Internal Influences Internal influences can be understood as personal influences such as perception, memory, emotion, personality, motives and attitude (Quester, Pettigrew & Kopanidis 2013).

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Firstly, let's see how perception affects the way people think about their ideal dinner date. Perception refers to how a consumer's awareness and interpretation of information from the environment (Babin & Harris 2017). The survey conducted by 1,800 members of Elite Singles shows us that 27% (the highest percentage) agree that Italian cuisine is the perfect dinner for the first date among other cuisines (Waddell 2018). This example proves that when people think about dating, their perceptions suppose romantic and delicious Italian food is the best choice. Memory also plays an essential role in the consumer decision-making process because each of us usually chooses among alternative options which we experienced and memorised through previous events. For instance, if asked to choose which restaurant to have a dinner date, one will select various options, considering one by one based on positive or negative memories about them. Then, the chosen restaurant will be the one including the most positive attributes. Conversely, if someone used to get food poisoning, their memory formed a conditioned taste aversion to a dish, ingredient or even a restaurant (Thomson 2017). Motives are described as ‘the inner reasons or driving forces behind human actions that drive consumers to address real needs’ in Babin & Harris (2017, p.92) and different people have different motivations. In particular, if your partner is exactly your type and you want to have a second date, you will try to leave a good impression on the other person. Choosing food wisely could help you avoid awkward situations such as a garlic-smelling breath or a piece of spinach stuck in your teeth. Besides, personality and emotion relate to eating habits. The research in Schweren (2019) shows that a healthy diet has a consistent association to self-discipline, diligence or goal-orientedness characteristics. On the other hand, people having neuroticism, stresssensitivity or impulsivity traits tend to have an unhealthy diet. Emotion affects food choices in the same way, “In a bad mood, people’s hands tend to float to the cookie jar, the candy bag or the snack drawer”, proving that there is a connection between negative emotions and unhealthy foods. Another study found that "people would choose healthy foods if they felt like their good mood was going to stick around." (Beck 2014) "Attitude is an enduring combination of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment." (Quester, Pettigrew & Kopanidis 2013). Take an example, "who should pay for the first dinner date", the result HUYNH THIEN TRAN DO (S3752590) BAO CHAU TRUONG (S3773953) OSKAR HUBER (S3842350)

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from Elite Singles’ survey states 67% of respondents agreed that men should pay for dinner while 28% saying that it should be split evenly, 12% who supposed to pay for what you eat and finally, with a meagre 0.8% thought women should pay for dinner (Waddell 2018).

External Influences “Besides the internal factors, external factors also affect consumer behaviour. These factors include culture, subculture, social class, reference group and family influences.” (Chand S) External factors are among some of the strongest influences on preference and have shown to bias one food’s choices by affecting consumers norm. Norm are general expectations about behaviours that are deemed appropriate for all persons in a social context and often communicated nonverbally (Quester, PG, Pettigrew, S, & Kopanidis, F 2013). For example, when people think about dating, they always think about restaurants with romantic vibes, beautiful decoration with warm light, candle and romantic music. Accordingly, it affects people when choosing food for dating related to that social perception, they will choose a romantic restaurant for their first date. Moreover, co-workers, family members, relatives, friends, etc often form reference groups. The reason why people are influenced by the reference group: ”They have used the product or they know what the product is all about. They have knowledge about the features and specifications of the product” (Juneja). For that reason, people usually seek the recommendation from their family, friends about choosing a restaurant for their date as informational influences. Furthermore, marketing is also the most important factor that affects buyer behaviour. “Information on social media is consumed by many people and it influences consumers and their buying behaviour as 54% of social browsers use social media to research products” (How does social media influence consumer behaviour?). With the effect of digital marketing, people will choose the restaurant for their date by searching the recommendation, evaluation and feedback on social media. If one of the restaurants boost their marketing campaign to be more popular, people will definitely choose that restaurant for their date. “Social class refers to the hierarchical arrangement of society into various divisions. Social class is an important determinant of consumer behaviour as it affects consumption HUYNH THIEN TRAN DO (S3752590) BAO CHAU TRUONG (S3773953) OSKAR HUBER (S3842350)

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patterns, lifestyle, media patterns, activities and interests of consumers” (Chand S). There is a survey which demonstrates consumers' decision when choosing a place for dating with 60,44% people choosing local gem whereas 16,55% choose fine dining and 11.35% for pub/bar (Waddell 2018). An individual will be influenced by cultural and social factors that will form their habit, behaviours and preferences. For example, when you are dating people who have a background in Vietnam, you can get them to Vietnamese restaurants on the first date to get their attraction by their cultural style of eating and preference.

Situational Influences The lighting, the music played in the bar, the food served or even the popularity of the location, all of these seemingly meaningless and out of the date organisers control occurrences, all convey a show of intention. The date is a test of others' judgment and abilities. Edwards and restaurant bloggers Andrew Steinthal and Chris Stang analyse date locations to correlate with the date organisers conveying interest levels and intentions. Yet the article merely points out the obvious, forgetting to account for other elements of physical surroundings such as geographical location and other patrons, two crucial elements to a date’s physical surroundings. Deconstructed, the want to look perfect has an astronomical effect on the entire picking of a physical surrounding, and vice versa. A date, while an expression of feelings, is also a chance for the date organizer to show their best side, looking to impress the other date-goer with the choices in an attempt to gain what they seek. Just as someone would wear their best clothes, look to their highest degree and smell the best on a date, the want to go to the best location, in the best area and with the best food is a similar extension of oneself's image. This ties in with physical surroundings, the idea of being somewhere trendy and fashionable will only add to the dating experience. Thus, expectations are heightened as easier access to others' stories and experiences have an impact on date-goers expectations. Thus, unique is the keyword when looking at social surroundings. The surrounding needs to be something memorable, something distinct that will remain embedded in the revision of the date for all the right reasons, recalled as something unique and fun, not just another monotonous date. The social surroundings should also be included with staff too, as they themselves can bring an enjoyable or dissatisfactory tone to the evening.

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Temporal perspective deals with the effects certain times and climates have on. Factors that can contribute to this such as availability, season and weather have a substantial say in the achievement of an ideal date. Peak times such as a ‘Happy hour’ or times of which there tends to be spare time, such as weekends and Friday nights, would seemingly be the most functional times to go on a date, as it would see the highest level of availability and lack of other responsibilities in which a date is ideal. Other factors such as weather or season can have an effect on location too, as a date in winter at the beach is unlikely.

CONCLUSION Throughout this research, it could be seen that there are many factors that affect customers' behaviour, mentioned in this report as behaviours on an ideal first dinner date. The internal influences such as perception, emotion, memory and so on; the external factors including subculture, social class, reference group, marketing and the situational influences involving physical surrounding, social surrounding, temporal perspective. These analyses are very important for marketers because it gives insight into the customer’s behaviour, as understanding their decision-making process, marketers can create marketing campaigns that are suitable with consumer's demand in choosing food for dating.

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REFERENCE LIST A.Ferdman, R 2016, ‘How well online dating works, according to someone who has been studying it for years’, The Washington Post, 23 March, [4 May 2020],

Babin, JH, & Harris, E 2017, CB (with CB Online, 1 term (6 months) Printed Access Card), Cengage, Mason, OH. Available from: ProQuest Ebook Central. [28 April 2020],

Beck, J 2014, 'Our Moods, Our Foods. The messy relationship between how we feel and what we eat', The Atlantic, 6 March, [2 May 2020], Chand, S n.d, 3 External factors that influences customers behaviour, [29 April 2020],

Clootrack n.d, How does social media influence consumer behavior?, Clootrack, [29 April 2020]

Edwards, T 2018, ‘What his date spot says about his feelings for you?’, Glamour, May 14, [4 May 2020], Juneja, P n.d, Social Factors affecting Consumer Behaviour, Management Study Guide, [29 April 2020] Murray, M 2017, ‘Dating Data Study: The Ultimate Guide to Food and Dating ’, Zoosk, 20 July, [4 May 2020], Quester, PG, Pettigrew, S, & Kopanidis, F 2013, Consumer Behaviour: Implications for Marketing Strategy, McGraw-Hill Australia, North Ryde. Available from: ProQuest Ebook Central. [28 April 2020], . Schweren, L 2017, ‘How do our personalities influence what we eat?’, New Brain Nutrition, 30 June, [2 May 2020], Thomson, RJ 2017, ‘Psychologists Explain Why Food Memories Can Feel So Powerful’, blog post, 10 May, [30 April 2020], Waddell, E 2018, A Guide to the Perfect Dinner Date According to Data, ELITESINGLES Magazine, [29 April 2020],

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Interview Question 1. What kind of restaurant do you prefer to have a date (fine dining, local germ, pub/bar,...) and why? 2. What would be a ‘deal-breaker’ of a restaurant choice on a first date? 3. Do you often seek the recommendation of your family members or your friends when choosing a dating restaurant? 4. Do you search on social media to make the decision for a dating restaurant? 5. Which social media do you use the most while searching for a dating restaurant? 6. Would you choose a restaurant/dish that you have seen on advertisements for the first dinner date although you haven’t tried it before? 7. What factors do you expect in the restaurant when you have a date (sense, music, vibe…)? 8. Is there a certain cuisine or style of restaurant that would make up your ‘perfect’ first date? 9. What type of food you don’t like on a dinner date? 10. How would a homemade meal compare to a restaurant on the first date? 11. Do you find someone attractive if they can cook? 12. Would you mind sharing food on the first date? 13. Do you change the way you usually eat on the first date? 14. Will you tell about your dietary requirement (vegan, vegetarian, gluten-fee, dairy-fee,…) on the first date? If not, when you would tell? 15. What will you secretly judge your partner for (bad manners, not tipping, order not enough/ too much food,…)? 16. When and where will be ideal to go out on a first date? (Ex: weekend at restaurant near the beach) 17. What would you describe as the ideal decor for a date location?

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18. How much does the price matter to you on the first date? 19. Who should pay for the first date? (male; female; split evenly; paid for what you eat) 20. Would you tip a server to make a good impress on the first date? (Yes; No; Yes- if they have good services/ Never)

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