consumer behavior Zambrero case study

1. The nature of
consumer
attitudes
Zambrero Fresh Mex Grill
Group members:
Xiaojun Mei
Yiyi Zhang
Shen Yong

2. Importance:
It basically reflects the company’s founder and
employees’ personal philosophy of social responsibility.
Help employees build their social responsibility.
Leave good impression to customers.
Result in the increased sales and decreased business
costs.

3. Examples of similar business model
One for One: With every
product you purchase,
TOMS will help a person
in need. One for One.

4. University students would want
 1) Convenient meal-on-the-go
 2) Fresh food
 3) Affordable
 4) Healthy food
 5) Easily accessible

5. Situations that influence
behavior
Late night after class - no other alternative
Lunch on the run – fast and convenient
Dinner with friends before a movie – shortest queue
Vegan – whole vegetarian restaurant
Honeymoon – high standard
Emergency needs – easy access
When overseas – familiar brand

6. Plate4Plate
 Strategy: associating with a good cause organization.
 Stop Hunger organization – famous non-government organization
.
Positive
• give customer favorable attitude, support
Negative
• increasing price for the free burrito, promotion

7. Reward Burrito Day
When Zanbrero achieve goal, reward customers with $5 burrito
in whole day
Customers attitude change to positive and feel valued
Motivate continue buying products in future

8. Tricomponent Attitude
Model
Cognitive
• Knowledge and perceptions that are
acquired by a combination of direct
experience with the attitude object and
related information from various sources.
Affective
• A consumer’s emotions or feelings about
a particular product or brand constitute
the affective component of an attitude.
Conative
• the likelihood that an individual will undertake
a specific action or behave in a particular way
with regard to the attitude object.

9. Purchasing of Mexican
food
Cognitive component
----Brand belief
Affective component
----Brand
evaluation
Conative component
----Intention
to buy

10. Salsas Fresh Mex Grill
owned by
Boost
Juice
founder,
Janine Allis
Mexican
fast food
option
Fresh convenient

11. Zambrero
Zambrero
unlike
Salsas
Has high
CSR
activities
Healthy
food(the
owner is a
doctor -Dr
Sam
Prince)
Infused
with
Australina
style