Part one: Fast Food Restaurants

Awareness Set. The awareness set comprises of four fast-food restaurant chains namely; Subway, McDonald’s, Dunkin’ Donuts, and Starbucks. The four fast-food restaurants offer a variety of sandwiches, burgers, beverages, and pastries. The franchises in this cluster were selected due to various factors. For instance, thefast-food restaurants are located at close proximity to my daily schedule. Hence, they are close to the University, residence as well as the recreational park that I visit regularly. The fast-food joints offer convenience, which means that I am not forced to change my route or my schedule to enjoy a meal. Moreover, the awareness set includes the fast-food franchises that offer quality as well as appeal to my tastes and preferences. Additionally, I regularly consumed meals at the four restaurants since I was young. Therefore, I have grown accustomed to their offerings.

Consideration Set. The consideration set comprises of the three fast-food restaurants that I consider during my purchasing decision-making process, and they include; Taco Bell, Pizza Hut, and Dominos. The reason as to why the three fast-food restaurants are in the consideration set is due to the fact that I enjoy pizza and tacos as they are small meals that are rich in flavor. Besides, the fast-food restaurants are in close proximity to one another hence there is no need to change routes or schedules. Moreover, is as much as an I like snacking I sometimes need to eat healthy and complete meals.

Inert Set. The Inert set comprises of fast-food restaurants that are not my first choice, and they include; Sonic Drive-In, Kentucky Fried Chicken (KFC),  and Arby’s. The fast-food chains in this group have been categorized as inert because they are not among my favoritefast-food restaurants. Additionally, their product offerings are not attractive in my opinion. Besides, visiting the fast-food restaurants in this cluster would mean that I would have to spend more time and money as I will be forced to take a bus, which is not ideal since it is not in line with my routine.

Inept Set. In the inept set, there are three fast-food restaurants namely; Papa John’s, Baskin-Robbins, Jimmy Johns. The reason as to why the restaurant chains mentioned above are in this section is because I do not believe that the restaurants offer proper meals. I know that they exist and that they provide a variety of products that would probably appeal to my tastes and preferences, but I do not bother much about them. The reasons as to why I am indifferent towards such fast food joints is because I do not possess solid information about their products, quality, customer service, and pricing.

Similarities and Differences with Other Students. The brands listed in the awareness, consideration and inert sets are the most popular brands among my peers, and it is highly possible that the fast-food restaurants named in any of my collections may be included in the other students’ lists (QRS). In regards to the Inept set, I believe that it is similar to that of my peers as the restaurants are not close to the school, neither have I seen or heard of any of my friends purchasing meals at the fast-food restaurants.

Energy drinks

Awareness Set. Shark energy and Monster energy are the two energy drinks that I have drank for the longest time. Therefore, they are my first choice. Furthermore, the two energy drinks come in flavors that I consider to be my favorite options. Moreover, they are readily available in various markets both in the United States and in the rest of the world.

Consideration Set. Redbull is in the consideration set as I often consider purchasing Redbull each time I go to buy an energy drink. Redbull is highly accessible, and it is available at a competitive price. Despite the various factors that make the energy drink attractive, it is challenging to acquire the drink in a variety of flavors since its original flavor is the only one that I find to be appealing.

Inert Set. In a scenario whereby I cannot find Shark or Monster energy and Redbull then I result to purchasing Lucozade and Burn. The two energy drinks offer excellent quality, and they come in a variety of flavors. They are not my first choice as they are rarely stocked at the cafeteria that I visit frequently or our local stores. As such, Lucozade and Burn are not easily accessible to me.

Inept Set. Hi Tiger, Oronamin, and Nos are in my inept set as I do not consider them at all when purchasing energy drinks. Secondly, I do not know how much they cost nor how thy taste. Moreover, I have no idea of the various flavors that the brands offer. My ignorance towards the brands may be as a result of lack of exposure as I do not know anyone who consumes the brands named above. Thus, I may lack adequate information on the benefit of purchasing the products.

Similarities and Differences with Other Students. As compared to the fast-food restaurants, the selections of my peers are bound to be similar as we often purchase the same types of products. The main differences may arise as a matter of tastes and preferences. Energy drinks come in a wide variety of flavors; hence, customers are spoilt for choice (Caffeineinformer). As some of the students may be loyal to a particular brand or flavor, others may enjoy the opportunity of sampling a variety of products as often as possible. Thus, it is apparent that there may be varied choices in regards to awareness, consideration and inept sets.

Part 2

Papa John’s as a fast-food restaurant would benefit from the information above in various ways. The marketing department could use the above information to conduct market research to determine where the brand is not highly considered or an awareness set for the majority of the students. Secondly, the information acquired through the market research would be critical in assisting the company to transform its business in various ways depending on the issues identified. For instance, if the brand is associated with low quality or poor hygiene, then the company would evaluate its operations to implement effective quality control mechanisms. Secondly, the information above would assist the company in assessing its current product offerings. There is a possibility that the brand is not considered as a first or second choice due to the various products offered. The marketing team would be able to understand and identify the tastes and preferences of the consumers ensuring that the company caters to consumer needs and wants. Thirdly, the company’s market team could identify a gap in the market that the company may consider as an investment to develop and boost the brand.

The information above could also be applied in the development of a marketing strategy and plan for the brand. It is apparent that despite the brand being known to the majority of the people, they do not visit the store to buy the products. Consequently, the corporation needs to focus on popularizing the brand name as well as applying various marketing strategies to attract customers. It is not enough that the customers know about the company’s existence. It is vital that the consumers actively consider the brand as a choice.

The information above would be effective in guiding the marketing team at the corporation to identify their main competitors. Previously, they may not have been fully aware as to who their main competitors were and why the rivals attract a larger volume of customers. From the information above, it is apparent that students seek convenience; hence, they are bound to visit a fast food restaurant that does not interfere with their schedule. Secondly, the majority of the students make their decisions based on loyalty and the need to experiment. It is apparent that the company needs to develop marketing strategies that will encourage customer loyalty as well as attract new clients to “discover” their offerings.

Conclusion

It is evident from the assessment that customers categorize various products and services for multiple reasons. The categories or sets illustrate market behavior and patterns. The information above is critical to the marketing departments of organizations as it assists them in understanding the target market as well as enables them to restructure their operations to ensure that they are able to compete effectively in the market place. IAdditionally, it is critical to note that the customer’s choices, tastes, and preferences are influenced by a variety of factors including their daily activities, location as well as routes from one place to another.

Works Cited

Caffeineinformer. “Top Selling Energy Drink Brands.” Caffeine Informer, www.caffeineinformer.com/the-15-top-energy-drink-brands.

QRS “The 23 Biggest Fast-Food Chains in America.” QSR Magazine, 2018, www.qsrmagazine.com/content/23-biggest-fast-food-chains-america.