Zambrero's Multi-component Model

Executive Summary

This report was done to depict consumers’ attitudes and their response towards the food and services provided by Zambrero. The corporate structure focuses on corporate social responsibility, reflecting the importance for Zambrero to reach out to its consumers. The multi-attribute model is used to show the consumers’ attitude towards Zambrero.

Additionally, this report presented how consumer’s attitude changes according to different situations and also towards Zambrero’s Plate4Plate initiative. The Tricomponent model is used to show cognitive, affective and conative component’s in relation to purchasing Mexican food at a quick service restaurant. Lastly, this report discusses about the growing competition in the Mexican food

Zambrero can do door step delivery services and have restaurants located within campus and universities. They can offer inexpensive menu so the students are able to afford in conjunction with promotions like student discounts.

4. Consumer’s attitude in different situations

Attitudes are affected by current happenings and different situations which bring out different attitudes in people. (Schiffman et al. 2014, 247)

4.1 Late Night after Class

When consumers end their night classes late, there would be limited choices of food option left, thus forcing consumer to dine at any available food outlet.

4.2 Lunch on the Run

Consumers on the run would look for convenient places with fast service to dine or purchase take away.

4.3 Dinner with Friends before a Movie

Consumers would look for places with shorter queues and waiting time so they would finish dinner timely before the movie.

4.4 On an Overseas trip

While overseas, a wider variety of food choices are available to consumers and they are more likely to try authentic local food which is not available back in their

6.1 Cognitive Component

It relates to beliefs of direct experiences or information from related resources, such as word-of-mouth, marketing efforts, or pervious Mexican cuisine experience. These factors could determine if a consumer dines at Zambrero or not.

6.2 Affective Component

One of the factors that affects purchasing behaviour is consumer’s emotions or feelings. Having a group of friendly staffs providing good service or great aroma and vibrant colours in the restaurant could enlighten consumer’s emotions and feelings after a long day. These positive vibes would attract consumers back to dine again.

6.3 Conative Component

‘Intention-to-buy-scale’ sees how an individual behaves with regards the attitude object. Consumers may like Mexican cuisine but may not have it for every meal or daily as consumer behaviour does not always justify consumer’s wants and needs.

7. Increasing Competition and educating the market

Undeniably, there are increased competitions in Mexican fast food and how organisations educate the markets plays a