Buyer Behavior

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Buyer Behaviors

SECRET RECIPE CAKES & CAFE
The Secret to a New Dimension in Dining
A simple buying decision made every day by a large number of consumers is the choice of where and what to eat for breakfast, lunch, or dinner. Those who crave traditional food in Malaysia have a variety of options from which to choose, from fast-food operations, such as Marie Brown, which offers Malaysian combo meals; to locally-owned establishments, such as Edlee Fried Chicken; to dine-in chains, such as kopitiam (traditional breakfast and coffee shops) and bistro-style restaurants. In this complex and competitive marketplace, a new option has emerged—Secret Recipe Cakes & Cafe—the lifestyle café chain. Teenagers and adults in Malaysia are increasingly adopting Western culture and gaining a taste for trendy Western food with ethnic flavors. Secret Recipe has carefully chosen its target audience and offers what they expect. It serves cakes and fusion food in a trendy service environment. This feature has made Secret Recipe a popular choice not only in domestic but overseas markets, too. For food lovers, the sight of a red, square-shaped paper bag printed with the words “Secret Recipe” in gray conjures up the image of a cake. That is the “secret recipe” of the brand’s founder, Datuk Steven Sim, who made the brand popular over a decade ago. As the leading café chain in Malaysia, Secret Recipe outlets offer more than 20 types of fusion food, 40 types of cakes and pastries, and a flavorful range of ice creams and beverages. Secret Recipe locations offer a simple, uncluttered setting, featuring dark wooden tables and chairs, where customers can enjoy the pleasant, relaxed vibe. Service is fast and friendly, with waiters happy to offer suggestions and help with any menu choices. The founder and chief executive officer and managing director of Secret Recipe Cakes & Cafe, Sdn Bhd, has a passion for brand building and always thinks outside of the box. When he started the café business with his three nephews, who are bakers, he envisioned a brand that had the potential for global recognition. According to

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CHAPTER OBJECTIVES
After reading this chapter, you should be able to answer the following questions: 1 What elements are involved in internal and external information searches by consumers, as part of the purchasing process? 2 What three models explain how individuals evaluate purchasing alternatives? 3 What trends are affecting the consumer buying environment? 4 How do the roles played by various members of the buying center and the factors that influence them impact business purchases? 5 What types of business-to-business sales are made? 6 What are the steps of the business-to-business buying process? 7 How does dual channel marketing expand a company’s customer base and its sales? 8 How can a company overcome international differences when adapting to buying processes?

Bhd, the brand was designed to be acceptable to a wide market and its products and menus capable of being adapted to any market. With this strategy in mind, Bhd and his nephews opened the first Secret Recipe outlet in Kuala Lumpur, Malaysia, in 1997. Secret Recipe has successfully established its brand in Malaysia, Singapore, Indonesia, Thailand, China, the Philippines, Pakistan, Brunei, and Australia by virtue of its fine quality cakes, fusion food, and distinctive service. Secret Recipe offers a wide variety of cakes, but the café’s concept is flexible so that different menu items are offered in different countries. That’s why one can find Malaysian favorites such as nasi lemak and mee goring in some of the overseas outlets, too. In all countries, customers can order cakes and cookies online. Secret Recipe has experienced rapid growth over the past decade, opening 250 cafés throughout the region. Today, the goal is to open 200 more domestic outlets by 2012.

Secret Recipe seeks to surpass its own accomplishments and to be...
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