Introduction as an aspirational group, wanting to be
In this paper, I will focus on analyzing the marketing
factors influencing the consumer choice and its successfulness referring to the
case of the Italian restaurant Comunale, located in Belgrade. It will examine
their approach taking into consideration the factors of influence, segmentation
and the marketing mix, to keeping their place as one of the top Italian restaurants
Consumer buying behavior and factors influencing the consumers choice
Consumer buyer behavior, by book definition, refers to the
buying behavior of final consumers, ergo the individuals and households who buy
goods and services for personal consumption (Kotler, Armstrong 2012, p.). To
see why consumers choose this particular restaurant instead of another we must
look to the factors of influence.
Culture is one of the first factors to directly influence a
consumer. Family learned values and behavior are very different from region to
region, and not all regions can accept the same product the same way. In
Serbia, it is part of the culture to socialize in restaurants and cafes. Whether
it’s catching up with a friend, a date, or a simple Sunday family lunch, most
people prefer to be served rather than staying at home, which is a great
advantage in this example. Subcultures narrow down our focus group even more,
making it easier to target marketing. These consumers share value systems based
on a common life and experiences. In the case of Comunale, the regular guests
are mostly local, middle aged and have learned to be served with quality.
Education, wealth and income are not to be ignored,
especially with a service that is not necessary, which brings us to social
class. Customers in Comunale are usually middle class, as a membership group
mostly, since families and friends dine together, and occasionally upper class.
The working class that may visit is rare, and usually on special occasions,
which qualifies them through a social factor as an aspirational group, wanting
to be able to afford that type of luxury daily.
Personal factors differ depending from person to person. The
average age, according to the manager, Branislav Kanjak, is approximately 35
years. The economic situation of targeted guests is usually above average
(comparing to standards of life in Serbia).
Psychological factors are briefly described as motivation,
perception, learning, and beliefs and attitudes. Focusing on motivation, we see
by Maslow’s Hierarchy of Needs (Simply Psychology, 2017), consisting of
physiological, safety, social, esteem and self-actualization needs. Customers satisfy
at least 3 in a restaurant. Physiological needs, such as hunger and thirst which
we fulfill every day. The social need of belonging, which comes with spending
time with people they know. Also the need for respect, an esteem need, which is
fulfilled since the status of this restaurant is quite high, being seen there
means being recognized as a higher member of society.
Segmenting the market means dividing it into smaller markets
that can be reached more effectively and
efficiently with servicesx that match their unique needs.