Adverting And Consumer Behavior

CONTENTS

INTRODUCTIONвЂ¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦..… 2

SPECIFIC DETAILS OF TARGET CUSTOMERSвЂ¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦..…. 3

POSITIONINGвЂ¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦..…. 5

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ADVERTISING STRATEGYвЂ¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦.вЂ¦Ð²Ð‚¦Ð²Ð‚¦..….7

PROMOTION AND TARGETINGвЂ¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦..… 10

PROJECT SCHEDULINGвЂ¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦........13

BUDGETINGвЂ¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦..…15

EVALUATIONвЂ¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦...15

REFERENCEвЂ¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦Ð²Ð‚¦17

INTRODUCTION

Vegetarians are a diverse group of people of all ages, who come from all over the UK -- from every walk of life imaginable. Vegetarianism is more popular than ever before and it is continuing to grow at an astonishing rate. In fact, during the last ten years the number of vegetarians in the UK has more than doubled. There are currently about 4 million vegetarians in the UK, representing some 7% of the population. Amongst younger people, that figure rises to 12%. It is estimated that a remarkable 41 % of people in the UK are now including far less meat in their diet. In the UK alone, approximately five thousand people each week are choosing to give meat a miss and join the veggie revolution. If such trends were to continue, it is estimated that by the year 2030 everyone in the UK will be a vegetarian. (1, http://www.vegsoc.org/news/2000/21cv/introduction.html) .That’s just an estimation, we still can see great market potential in the vegetarian area. Therefore, we will launch a new fast food conceptвЂ"vegetarian fast food shop, which not only satisfies the trend that people desire a healthy living, but also captures the market opportunity to serve the fast growing group-- the vegetarians. And compare with the traditional fast food, the low fat, environment friendly, healthier but still quite yummy new fast food range would be a new choice of many vegetarians and their families.

SPECIFIC DETAILS OF TARGET CUSTOMERS

1.1 Definition of Vegetarian

Vegetarian is defined as the group of people who do not eat meat, poultry or fish or their by-products, with or without the use of dairy products or eggs. (http://www.ivu.org/faq/definitions.html)

1.2 Types of Vegetarian

Lacto Ovo Vegetarian

A lacto ovo vegetarian does not eat meat, fish or poultry, but eats eggs and milk.

Lacto Vegetarian

A lacto vegetarian does not eat meat, fish, poultry or eggs, but includes dairy products in their diet.

Vegan

A vegan does not eat any fish, meat, poultry, eggs, dairy products or foods that contain any of these products. Vegans often do not eat honey. They also do not use products that are tested on animals, as are many cosmetics.

Macrobiotics

A macrobiotic diet is mainly vegetarian, but macrobiotic diets often include seafood.

Fruitarian

A fruitarian is a person who only eats fruits and vegetables.

Raw or Living Food Diet

One who follows a raw food diet only eats raw foods that are not cooked.

(http://www.vegetarian-restaurants.net/OtherInfo/VegetarianTypes.htm)

1.3 Characteristics of target customer group

In our project, due to the characteristics of the fast food chain, we choose the youth person and office worker who both are vegetarian as our main target customers, there are some characteristics of these two customers group.

Some researches show that young people have several reasons for going vegetarian, such as personal taste, concerns about animal treatment, environmental questions on livestock and the influence of peers, parents and so forth. Youth customers also like to have fast life way, they like freedom, staying with peers. Thus they are more likely to choose fast food, and they think it will be more convenient and free to them. Furthermore the students who are busy on study also need the fast food, because they will think it will save their time.

(http://www.usatoday.com/news/health/2007-10-14-veggie-kids_N.htm)

Office worker vegetarian group, this group of customers is mainly the adults,