What Motivates a Consumer to Purchase from a Restaurant? This seems like an obvious and too simple question. Clearly, the answer would be because the consumer is hungry and want some food to eat. But when it comes to identifying underlying consumer motivations, it is often helpful to look beyond the obvious answer and uncover other reasons for consumer actions. Essentially, as a marketer in this regard, we are much like a detective on a TV show or a movie. We are trying to work out the person's "motive" - for reasons for their action. If we can do this successfully, then this should give us a competitive advantage in the marketplace because we have a better understanding of the consumer and their actions. Possible Motivations for a Restaurant Purchase Here is a list of ten potential motives for going to (or purchasing from) a restaurant: - To eat = hunger motive - To spend time with family/friends = social motive - To have a new experience = adventure motive - To try a new food cuisine or menu item = variety-seeker motive - Too tired to shop and cook = easierlazy motive - It's faster and easier = convenience motive - They are away from home or traveling = outsourcing motive - To showitell their friends = social status motive - For a special occasion = gift motive - To impress someone special = relationship motive Discussion Questions - Go through the above listed potential motivations and identify some olements of a restaurant's marketing mix that could be modified to tap into the motivation. - In your experience, do you think that restaurants are designed and positioned to meet a small number of the above motives, or do you think most restaurants try to cater to all consumed motives listed above? Course Discussion Board Guidelines \& Rubric Be thoughtful in your responses, use proper grammar (no text-style), and proper punctuation. For oniginal responses, you Will be expected to write at least 1-2 paragraphs (minimum 250 words), and for classmate responses you all bo expected to write ot 2-3 well-written sentences. The readings and the responses should take botween 4-5 hours each week, so plan accordingly. Not responding to a peer or responding with a simple affirmation of ogreement or "Good Job" posts will be subject to up to 15 point penalty, so make sure you are substantively responding to others as this is a roplacement for our in-person attendance and discussions and is considered our digital classroom. Posts that contain grammar or spelling errors will recelve up to 5 points deduction. Not including proper citations for your sources can be up ra a 10 point deduction and plagianized posts will receive no credit. What Motivates a Consumer to Purchase from a Restaurant? This seems like an obvious and too simple question. Clearly, the answer would be because the consumer is hungry and want some food to eat. But when it comes to identifying underlying consumer motivations, it is often helpful to look beyond the obvious answer and uncover other reasons for consumer actions. Essentially, as a marketer in this regard, we are much like a detective on a TV show or a movie. We are trying to work out the person's "motive" - for reasons for their action. If we can do this successfully, then this should give us a competitive advantage in the marketplace because we have a better understanding of the consumer and their actions. Possible Motivations for a Restaurant Purchase Here is a list of ten potential motives for going to (or purchasing from) a restaurant: - To eat = hunger motive - To spend time with family/friends = social motive - To have a new experience = adventure motive - To try a new food cuisine or menu item = variety-seeker motive - Too tired to shop and cook = easierlazy motive - It's faster and easier = convenience motive - They are away from home or traveling = outsourcing motive - To showitell their friends = social status motive - For a special occasion = gift motive - To impress someone special = relationship motive Discussion Questions - Go through the above listed potential motivations and identify some olements of a restaurant's marketing mix that could be modified to tap into the motivation. - In your experience, do you think that restaurants are designed and positioned to meet a small number of the above motives, or do you think most restaurants try to cater to all consumed motives listed above? Course Discussion Board Guidelines \& Rubric Be thoughtful in your responses, use proper grammar (no text-style), and proper punctuation. For oniginal responses, you Will be expected to write at least 1-2 paragraphs (minimum 250 words), and for classmate responses you all bo expected to write ot 2-3 well-written sentences. The readings and the responses should take botween 4-5 hours each week, so plan accordingly. Not responding to a peer or responding with a simple affirmation of ogreement or "Good Job" posts will be subject to up to 15 point penalty, so make sure you are substantively responding to others as this is a roplacement for our in-person attendance and discussions and is considered our digital classroom. Posts that contain grammar or spelling errors will recelve up to 5 points deduction. Not including proper citations for your sources can be up ra a 10 point deduction and plagianized posts will receive no credit