The Wings Two-Four Consumer behaviour is one of the most important concepts in marketing, and it focuses squarely on the importance of knowing your market-right down to personal habits, traits, and preferences. Successful Canadian consumer brands such as Tim Hortons, Canadian Tire, and Boston Pizza have stood the test of time because, above all else, they were built by Canadians for Canadians. And that identity has never been forgotten. In early 2015, as Boston Pizza began the second half of its first century, it launched a brand-new promotional campaign called We'll Make You a Fan. More than just a catchy tagline coined by an ad agency, the statement deliberately lends itself to multiple interpre- tations. While one intent was to emphasize BP's commitment to earn consumers' busi- ness, another was to reinforce BP's position in the sports bar category. And what better way to resonate with the quintessential Canadian sports fan than with a quintessential and uniquely Canadian icon-the two-four? "If there's one thing Canadians know and love, it's the two-four. It's a part of our cul- ture, especially during playoffs and summer weekends. But, until now, Canadians have never been able to eat one, said Steve Silverstone, Boston Pizza International's executive vice-president of marketing. "Unlike other two-fours, Canadians can crack open a Wings Two-Four virtually anywhere, any time they want. It really is the perfect union of BP's famous wings and the ubiquitous two-four. BP cleverly tied in the chicken wing two-four with a hockey-glove-shaped pitcher to serve Molson Canadian beer during the 2015 Stan- ley Cup Playoffs. Consumers have a lot of choices in where to eat out, and what to eat once they get there. Understanding the psychological triggers, such as the Canadian hockey fan's emo- tional tie to the social aspect of watching the playoffs, helps develop product and promo- tional ideas, and ultimately assists fans and foodies in their purchase decision. QUESTIONS 1. Using the steps in the consumer purchase decision process, describe the thought process that a guest at Boston Pizza's Sports Bar might go through before deciding on the Wings Two-Four. 2. While the purchase decision has five known steps, a variety of decision influencers come into play as well. List these categories and provide an example as it pertains to a diner at Boston Pizza. The Wings Two-Four Consumer behaviour is one of the most important concepts in marketing, and it focuses squarely on the importance of knowing your market-right down to personal habits, traits, and preferences. Successful Canadian consumer brands such as Tim Hortons, Canadian Tire, and Boston Pizza have stood the test of time because, above all else, they were built by Canadians for Canadians. And that identity has never been forgotten. In early 2015, as Boston Pizza began the second half of its first century, it launched a brand-new promotional campaign called We'll Make You a Fan. More than just a catchy tagline coined by an ad agency, the statement deliberately lends itself to multiple interpre- tations. While one intent was to emphasize BP's commitment to earn consumers' busi- ness, another was to reinforce BP's position in the sports bar category. And what better way to resonate with the quintessential Canadian sports fan than with a quintessential and uniquely Canadian icon-the two-four? "If there's one thing Canadians know and love, it's the two-four. It's a part of our cul- ture, especially during playoffs and summer weekends. But, until now, Canadians have never been able to eat one, said Steve Silverstone, Boston Pizza International's executive vice-president of marketing. "Unlike other two-fours, Canadians can crack open a Wings Two-Four virtually anywhere, any time they want. It really is the perfect union of BP's famous wings and the ubiquitous two-four. BP cleverly tied in the chicken wing two-four with a hockey-glove-shaped pitcher to serve Molson Canadian beer during the 2015 Stan- ley Cup Playoffs. Consumers have a lot of choices in where to eat out, and what to eat once they get there. Understanding the psychological triggers, such as the Canadian hockey fan's emo- tional tie to the social aspect of watching the playoffs, helps develop product and promo- tional ideas, and ultimately assists fans and foodies in their purchase decision. QUESTIONS 1. Using the steps in the consumer purchase decision process, describe the thought process that a guest at Boston Pizza's Sports Bar might go through before deciding on the Wings Two-Four. 2. While the purchase decision has five known steps, a variety of decision influencers come into play as well. List these categories and provide an example as it pertains to a diner at Boston Pizza