INTRODUCTION AND THE NATURE OF NANDOS Nandos is dedicated to feeding South Africans with fire in their beliefs, people

who love to laugh and like to eat. Nandos is a restaurant serving traditional Portuguese foods and has become renowned for it is Peri-Peri chicken. There are more than 200 restaurants across Britian and available in 29 countries. Portugese warmth and hospitality is reflected in the personal service customers receive in Nandos. Chicken is freshly prepared and cooked just as you like it! Butterfly cut, marinated in a top-secret recipe for 24 hours and then flame-grilled and basted in a choice of traditional chili based sauces. Food is available daily, noon until midnight, and service is fast and informal. Nandos also provide take away food and caters for parties. Eating for pleasure has too often been associated with forbidden foods. Nandos flame-grilled Peri-Peri chicken is undoubtedly one of lifes great pleasures. But thats not all. Nandos chicken provides a well-balanced meal thats lower in fat and high in protein, without compromising on taste. Flame grill skill burn off more fat of Nandos chicken and the secret marinade that gives Nandos Chicken its delicious flavor id made from 100% natural ingredients. In the context of a healthy, balanced diet, moderation is the name of game. However, Nandos variety menu items offer a number of first-rate healthier alternatives like replacing chips with rice or salad. There is also an option to order skinless Nandos chicken which taste great too.

TARGET MARKET Nandos believe that where a person lives determines some aspect of consumption behavior. As a hybrid segmentation scheme based on the premise that people whose live close to one another are likely to have similar financial means, tastes, preference, lifestyle and consumption habits. Nandos focus on high population location and those consumers that focus on health care life style. Age and gender of an individual will highly influence their life requirement .Nandos target markets are those children and younger which can exert considerable influence over family eating habit decisions and the Generation X who between age 27-42 who which is high education and high income employment status which more concern on health , youthfulness and fitness. Beside this, baby boomer which is numerous, have stable income level and almost near the retire stage also known as medium and heavy user that focus on healthy life style towards healthy eating habits. However, family life cycle also known as one of the main concern of Nandos. Many families pass through similar phases in their formation, growth, and final dissolution, different phase have different needs in life style requirement. Young single people will be the main target of Nandos since this kind of people who are enjoyed in gathering, shopping, taste in life and have more knowledge on how important a healthy eating habit influence their health. Innovators and achievers consumers are also the target market of Nandos. Innovators are successful, sophisticated, take-charge people with high self- esteem, therefore they will seek to having their lunch or dinner reflect cultivated taste. Achievers who have goal-oriented lifestyle that focus on family will prefer on having a health food eating habits.

ELEMENT I CONSUMER NEEDS AND MOTIVATION Nowadays, people are more pay attention to the healthy problem. So, people will more like to consume at Nandos due to the Nandos provide a lot of the healthy food to help customer achieve the goal which is healthy. Consumers are more motivated to learn if the information is relevant to their needs and goals. The advertisement of Nandos is act as cues that give direction to their motives. Consumers who want to a healthy style or want to enjoy the food with family will recognize that the Nandos is a best selection to them. Mostly the people go to the Nandos just because they just want satisfy the need of hungry. Nandos are providing the healthy food recently to fulfilling the security needs of consumers. Besides that, Nandos also promote or fulfilled the social need of consumer. It is because the first Nandos restaurant was opened by two friends, Robert Brozin and Fernando Duarte who keeps brings heart and soul into Nandos and showed about the love, belonging to the consumer. Customer consume at Nandos also because they want to show off achievement through material possessions. Nanndos is a branded restaurant so customer wants to satisfy the ego needs through purchase at Nandos. Nowadays, people are more actively to seek the tasty foods. So, consumer can satisfy the needs of self-fulfillment in Nandos due to the Nandos are keep update or changing the menus which to satisfy high achieving consumer. The higher order needs become the driving force behind human behaviour as lower-level needs are satisfied. In effect, the dissatisfaction and not satisfaction all will motivate the

consumer behaviour.

ELEMENT II REFERENCE GROUPS There are some factors that affect reference group. First and foremost is information and experience. There are also some consumers that will not be

influenced by reference group such as workers, friends and subordinate, who will advise them to have a try at Nandos restaurant which consist nutrition food. Besides, they will obtains full information about Nandos before going to try it, no matter via internet, magazine, advertisement, poster or others infomercial ways since they will not easily influence by others. On the other hand, some consumer who has little or no experience with healthy food restaurant will just be a follower. Second are credibility, attractiveness and power of the group. Reference

group who love healthy food and care about their health can persuade others to have their meal at Nandos since Nandos provide healthy food which is low cholesterol and can reduced fat compare to other fast food in order to get a good health. Last but not least is consumer conformity. Reference group can change

consumer attitudes and behaviour by encouraging conformity. They can inform or make the individual aware of Nandos. Besides that, they can also provide the individual with the opportunity which is have a good health to compare his or her own thinking with the attitudes and behaviour of the group since nowadays everyone are care about their own health. Furthermore, there are three selected consumer-related reference group which is friendship groups, work groups and shopping groups. Since Nandos restaurant provides healthy and nutritious food, Nandos customers will introduce this restaurant to their friends. The tastiness, unique prepare technique and nutrition of Nandos peri-peri chicken will become a promote point of an individual to others. The design of Nandos restaurant are warm and make consumer relax, in this condition people will getting closer to each other. In cases, it will improve the friendship between each other and make them enjoy the moment having lunch or dinner in Nandos. Besides that, work group is another group of people who influence the others the most. Working colleagues spend most of their time together per day. A formal work group makes up of individuals who co-operate together in work as part of a
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team and so have a sustained chance to affect and change each others consumption. Colleagues may encourage the other working partners to visit Nandos peri-peri chicken due to the worthiness of spending in the restaurants. Members of informal work place may influence the consumption of other members in Nandos restaurants. Work group may have a healthy meal and at a reasonable price when lunch-break, tea-time, and after-work meeting together at Nandos restaurants. In addition, another great influential group on consumer decision making behaviour is the shopping group. At this time, in order to get a healthy food that is no added MSG, no preservatives, no flavourants, and no colourants, Nandos restaurants will be the most ideal choice for the shopper to fill up their empty stomach when they feel so hungry while shopping. Nandos restaurant with satisfied products and services will definitely attract them to take their meal there. Another special type of shopping group is in-house shopping party. Besides, there are also a group of peoples who would like to gather together and attends a party in a friends house. Some of the guests of shopping group may feel obliged to buy Nandos peri-peri chicken since that is a healthy food and provides a well-balanced meal which is grilled to perfection, low cholesterol, high in protein, without compromising on taste and reduced fat because they are in the home of sponsoring host. Other than that, the reference group appeals that Nandos restaurant using is trade characters. Nandos used their famous, delicious and healthy food which is peri-peri chicken to attract more consumers. With few exceptions, peri-peri chicken makes Nandos restaurant appear friendly.

MARKETING STRATEGY CONSUMER NEEDS AND MOTIVATION Nandos realize that, understanding customers needs and wants is a critical factors that driving a company to be successful and achieve high profitability in the future. Hence, Nandos apply Maslow hierarchy of needs model in its business operation because it believed that, a product that able to meet or satisfy those needs and wants will becomes competitive advantages of the company. Human being has different preferences, needs and wants. Food and beverage is the most basic or critical element that helps to fulfilled the physiological needs and sustain in daily life. Hence, Nandos can expand its product line by offering variety of food, and beverage selection to satisfy different needs of the consumers. For instance, Nandos can produce a product that suits the local culture and taste to increase customers satisfaction. A satisfy customers will spread positive word of mouth towards the company and thus help to increase the long-term sales and profit. The location and environment of a restaurant plays an important role in acquiring and retention of the customers. The location of Nandos must locate in high traffic areas that provide convenience for having meal to the busy lifestyle especially working adult. Besides, Nandos must create comfortable and safety ambiance which will trigger and motivate the customers to taking meal in Nandos. Besides, Nandos can implement customer relationship management in its daily operation. Nandos can launch some short-term sales promotion such as coupon, debate and others promotion ways to attract new customers and retain existing customers. For example, Nandos can replace the traditional method of distributing coupon to customers by hire cartoon character to distribute it. By doing so, it helps to attract children who are full of curiosity and youngster who wish to take photo with the cartoon character to step in and taking meal in the restaurant. Hence, Nandos can take this opportunity to build up a long-term relationship with their customers and achieve long-term profitability. Nowadays, the pressure in the competitive business world is increasing. To sustain in the high competitive business environment, Nandos must shift their focus from customer acquisition to customer retention because retention a customers is
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much easier and cost effectiveness than acquired new customers. Losing a valuable customer to a competitor can have a huge impact in Nandos profitability and growth. Hence, Nandos can introduce or implement loyalty card to their customers. By offering loyalty card to the customers, it help to create an ego needs among the customers. In a nutshell, Nandos can set up a research and development department to investigate the needs of consumers and create innovative products to satisfy those self- actualization needs. By doing so, it enables Nandos to retain and attract new customers since customers always keep eyes on the new products. For example, Nandos can produce an organic vinegar beverage to serve the consumers especially female market because vinegar has a weight loss function that will attract female who wish to have a perfect body shape to consume it.

REFERENCE GROUP Since everyones are care about their health in todays society, a healthy restaurant is very important for them. At this time, Nandos restaurant can be the choice for consumer. Cannot deny that nowadays almost everyone is busy with their work in their workplace. Therefore, in order to get a good fast food when they are rush in time in their work, Nandos is the good choice for the workers while can get a taste of nutrition too. Besides that, the price of the food which Nandos set is based on psychology pricing which is odd pricing. Nandos have set the price with RM23.90 during Ramadan which with the main course, beverage, and dessert. For the peri soup and bread, Nandos set the price with RM6.90, peri kick starter with RM29.90 and so on to influence the consumers mind. Nandos also serve more variety and different taste besides peri-peri chicken, such as Fresco Salad, Coleslaw, Old Style Chips, Peri Chips, Mediterranean Rice, Peri Com, Peri Potato Salad, Grilled Vegetables, Peri 3 bean Salad and Cous Cous Salad for consumer to attract consumer such as shopping group, friendship group and work group so that they will not feel bored towards Nandos.

In addition, Nandos restaurant also available at many places in Malaysia such as Kuala Lumpur, Selangor, Melaka, Johor, and Penang so that easy to reach everyone. Other than that, Nandos restaurants are mostly placed at shopping mall. Its easier for the shopping group member to fill their empty stomach when they are feeling hungry when shopping.

CONCLUSION Nandos understand that each part in consumer behaviour will have a great impact in order to influence the target market and marketing strategy to be operated. In cases of providing health food services, it shows that Nandos have fully realised and adopted the consumers needs and motivation and the importance of reference group in order to success. More and more peoples are getting concern on the healthy life style through healthy eating habit, therefore Nandos provide foods that contain nutrition and fulfilled the health care concept in order to satisfy the needs of consumer with build up long term relationship and set up brand loyalty in consumers. Once there are brand loyalty in consumers, reference group will take as roles to attract those non-users or light users. In order to make the roles of reference group become clear and more convince, Nandos make their restaurant become a place full with warm and easy to relax. By this way, more and more consumers will choose Nandos as the restaurant to having their lunch, tea time or even dinner. (2515 words)

REFERENCE From Internet: 1. Encyclopedia of business, 2nd edition: Consumer behavior. (2010). Retrieved October 20, 2010, from

http://www.referenceforbusiness.com/management/Comp-De/ConsumerBehavior.html 2. Welcome 3. Nandos 4. Nandos to Nandos. (2010). Retrieved October 22, 2010, from

http://www.nandos.com.my/ Nutrition. Menu. (2010). Retrieved October 22, 2010 from

http://www.nandos.com.my/sections.html#Nutrition (2010). Retrieved October 22, 2010 from

http://www.nandos.com.my/sections.html#Menu 5. Nandos / Nando story. (2010). Retrieved October 22, 2010 from http://www.nandos.com.my/sections.html#Nandos%20Story 6. Nandos / Our Restaurants. (2010). Retrieved October 24, 2010 from http://www.nandos.com.my/sections.html#Our%20Restaurants 7. Nandos 8. Nandos Go Peri Green. Medic. (2010). Retrieved October 24, 2010 from

http://www.nandos.com.my/sections.html#Go%20Green (2010). Retrieved October 24, 2010 from

http://www.nandos.com.my/sections.html#Peri%20Medic 9. Consumer Behaviour. (9 November 2010). Retrieved October 26,2010 from http://en.wikipedia.org/wiki/Consumer_behaviour

From Books: 1. Schiffman, L., Bednall,D.,O cass, A.,Paladino , A., Ward, S.,& Kanuk, L.(2008). Consumer Behavior (4th edition). New South Wales: Prentice Hall. Retrieved October 30, 2010.

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