shopper behaviour mcdonald's simpang dago bandung indonesia
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Nindya Harum Solicha 19011033 Tejo Sandi Saputra 19011134 Reza Marta Fawzy 19011146 Doni Laksono 19011156
Final Report Shopper Behaviour
McDonald’s Simpang Dago
!Table of Contents ………………………………………………………………………………………
Chapter 1. Introduction 1.1 Background ……………………………………………………………………………………………………… 1.2 Research Objective ……………………………………………………………………………………………
1.3 Research Problem ………………………………………………………………………..…………………… 1.3 Research Questions …………………………………………………………………………………………… !Chapter 2. Methodology 2.1 Project Planning ………………………………………………………………………………………………… 2.2 Object Identi@ication ………………………………………………………………………………………….. 2.3 Section Selection ………………………………………………………………………………………………..
2.4 Data Collection ………………………………………………………………………………………………….. 2.5 Data Analysis …………………………………………………………………………………………………….. 2.6 Final Report ……………………………………………………………………………………………………….
Chapter 3. Result and Analysis 3.1 Shopper Characteristic ……………………………………………………………………………………… 3.2 Store Measurement……………………………………………………………………………………………. 3.3 Shopper’s Decision Making Process: The EKB Model …………………………………………..
3.4 Segmenting, Targeting, and Positioning Strategy ………………………………………………… 3.5 Integrated Marketing Communication ……………………………………………………………….. !
Chapter 4. Conclusion 4.1 Conclusion ……………………………………………………………………………………………………….. !
Reference ……………………………………………………………………………………………………………………. Appendix …………………………………………………………………………………………………………………….. !!!!!!!!!!!!
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Chapter 1 Introduction
!1.1 Background ! Fast food restaurant, also known as a quick service restaurant (QSR), is a speci@ic type of restaurant characterized both by its fast food cuisine and by minimal table service. Most of people become the consumers of fast food restaurant due to the fast response in services beside the menu offered. According to bisnis.news.viva.co.id, the fast food restaurant blooming in Indonesia achieves more than 1000 spots particularly in big cities such as Jakarta, Bandung, Surabaya, Medan, Semarang, etc. Nowadays, fast food restaurants have improved not only selling foods and beverages but also selling the most cozy hang out place to attract many people to come in. ! Mc Donald Simpang Dago is one if the most crowded fast food restaurant in Bandung which states in one of the most strategic site in Bandung. It is on the four junction and among Bandung colleges. Beside offering special menu in certain times, Mc Donald Simpang Dago also provide comfortable place to gather completed with facilities for instance internet hotspot, LCD TV, lavatory, pray room, smoking area. Mc Donald Simpang Dago has large segmentation which the consumers come from groups of family, college students, career people, etc. Most of them especially college students often come to Mc Donald Simpang Dago for having meeting and accomplishing assignments. They spend several hours in Mc Donald Simpang Dago therefore it makes Mc Donald Simpang Dago looks have peek time of consumers everytime. ! Realizing Mc Donald Simpang Dago as one of the most crowded fast food restaurant in Bandung which the consumers are mostly young people from college students, there will be two main points of question related to shopper behavior in point of purchase. These two of questions will answer the analysis concept of conversion rate and spending time. Why do people around Dago Bandung choose Mc Donald Simpang Dago as point of purchase? How long they spend times in Mc Donald Simpang Dago? !1.2 Research Objective 1. to @ind out the store measurement of McDonald’s Simpang Dago which are conversion rate
and spending time 2. to know more about the decision making process of customer in McDonald’s Simpang
Dago based on EKB Model 3. to @ind the Segmenting, Targeting and Positioning of McDonald’s Simpang Dago 4. to analysis the problem and opportunities of Integrated Marketing Communication of
McDonald’s Simpang Dago and also give the recommendation toward it. !!
1.3 Research Problem ! McDonald’s Dago Square (Simpang dago) is the most strategic fast food
restaurant in Bandung. It is located in the intersection of busy area—Dago—which connects four main roads; Dago Rd., Dipati Ukur Rd., Siliwangi Rd., and Ir. H. Juanda Rd. McDonald’s Dago Square is usually visited by the people around and sometimes is visited by people from other cities or tourists. This visit will make McDonald’s crowded. The people crowd in McDonald’s have many reasons such as to meeting, doing homework, having meals, and even just sitting to use its facilities—Wi-‐Fi, Toilette, Electricity—and the problem is they spend long time only for it with some products of McDonald’s purchased and/or even they do not purchase the products at all.
!1.4 Research Question !
1. What makes people want to purchase products from McDonald’s?
2. Why do people spend long time in McDonald’s Dago Square?
3. What marketing communication strategy should McDonald’s implement to attract new customers?
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Chapter 2
Methodology
!1. Preparation and Conception
First of all, we would like to make a master plan method for accomplishing the observation. This is aimed to do the observation with focusing on certain purposes. In the process of preparing research problem, we also encourage the concepts and theories of Shopper Behaviors in our lecture which is given by lecturer and tutor. We have divided the @low of observation process to reach out the conclusion and implement the job description for each member of team. The grand design of our observation is put in our observation timeline.
2. Finding Research Problem
The second procedure in our methodology is analyzing the research problem for this project. We determined to choose Mc Donald in Simpang Dago, Bandung as our point of purchase. Thus, we found some research problems related to our point of purchase, Mc Donald Simpang Dago; they are conversion rate and spending time. In this step, we are going to analyze the reason why people consume and choose Mc Donald Simpang Dago as point of purchase. Beside that, we also want to observe how much time people spend in Mc Donald Simpang Dago? Those two components of our research problems will be analyzed with the relation of shoppers’ characteristics/ behaviors.
3. Hypothesis Prediction
Before we run the observation, we had made hypothesis related to our research problem. The majority of people who consume Mc Donald Simpang Dago are due to the menu offered, facilities and strategic place as point of purchase which is situated close to colleges in Bandung. Meanwhile, people will spend at least one hour even more in Mc Donald Simpang Dago to have a meeting and doing college assignments.
4. Data Collection Process
Our data collection process is started by using observation in McDonald’s Simpang Dago for conversion rate and spending time their customer. Then, we distribute the questionnaire to 40 (forty) people who consume and choose McDonalds Simpang Dago as point of purchase to get the additional data. Our participants are people who visit McDonald Simpang Dago. It can be an individual or group such as student, of@icer, family, etc. The participants can be male or female with the range of age
between under 13 until above 45 years old. We prefer distributing questionnaire to interviewing because we believe that the result of doing survey is easier to be analyzed than analyzing the data of interview.
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We do some observation three times; 2 days in weekdays (Thursday, November 7th at 12.00-‐12.30 and Friday, december 14th at 19.00-‐19.30) and a day in weekend (Saturday, December, 15th at 19.00 -‐ 19.30)
5. Data Interpretation
After collecting analyzed data, we process it by using Mean Method (+inding the average value of each data). In data analyzing process as the part of data interpretation, we are going to relate the data among variables and understand the causal relation. Besides, we also analyze data to prove our hypothesis which help us to make conclusion. In ordered to obtain valid and quali@ied conclusion, we would like to verify to result of questionnaire and then we explore the statistic data of survey into description.
6. Taking Result
After accomplishing whole procedures of our observation methodology, we can make conclusion for this project however before we determine the last conclusion; we consult to our lecturer and tutor for revising the result of our project. Our conclusion will answer and explain the research problem that we have made.
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Chapter 3
Result and Analysis !!
3.1 Shopper Characteristic a. Consumer Type
The graphic and table above shows that the @irst rank customer type is individual, followed by group and the last is family. But for note, on weekend the number of group customer is more than the number of individual customer than in weekdays. The number of family in weekend is much different than in weekdays because of free time of most entire member of family and they have dinner at McDonalds Simpang Dago.
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1st (7/11) 12.00-12.30
2nd (14/12) 19.00-19.30
3rd (15/12) 19.00-19.30 Total
Individual 6 21 11 38
Group 2 6 18 26
Family 1 0 6 7
Consumer Type
Num
ber o
f Typ
e
0
10
20
30
40
Days of Observation 1st (7/11) 12.00-12.30 2nd (14/12) 19.00-19.30 3rd (15/12) 19.00-19.30
Individual Group Family
b. Gender
! From table and graphic shows that male is the most visitor of McDonalds Simpang Dago but not much signi@icant different with the number of female customer of McDonalds Simpang Dago. Weekend is the day of most number of visitors of McDonalds Simpang Dago which is two/three times from the customers in weekdays with male 43 peoples and female 31 peoples. The number of male in Thursday at 12.00 until 12.30 p.m is less than the number of male in other observation. !!!!
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1st (7/11) 12.00-12.30
2nd (14/12) 19.00-19.30
3rd (15/12) 19.00-19.30
Total
Male 14 24 43 81
Female 20 18 31 69
GenderN
umbe
r of P
eopl
e
0
20
40
60
80
Days of Observation 1st (7/11) 12.00-12.30 2nd (14/12) 19.00-19.30 3rd (15/12) 19.00-19.30
Male Female
c. Age
This data indicates that customer with age 18-‐25 years old is the most visitors of McDonald’s Simpang Dago in total of three observation and every observation. They describe the age of college students, it doesn’t surprise because the location of McDonald’s Simpang Dago that near several college in Bandung. It is followed by age 13-‐17 years old who @igures the high school students and 26-‐40 years old.
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1st (7/11) 12.00-12.30
2nd (1412) 19.00-19.30
3rd (15/12) 19.00-19.30 Total
< 13 2 0 4 6
13-17 9 4 21 34
18-25 15 26 38 79
26-40 6 11 5 22
>40 2 1 6 9
Num
ber o
f Peo
ple
0
20
40
60
80
Days of Observation1st (7/11) 12.00-12.30 2nd (1412) 19.00-19.30 3rd (15/12) 19.00-19.30
< 13 13-17 18-25 26-40 >40
d. Reason to Buy in McDonalds Simpang Dago
From 40 respondents who visit McDonald’s Simpang Dago, we know that the reason to visit McDonald’s Simpang Dago are 40% near location from campus and house, 17% open 24 hours and 16% comfort place. These are the top three reason with the rest because of free wi@i (12%), complete facility (9%), usual place that their friends are visited (3%), cool hangout place (2%) and they are invited by their friend (1%).
e. Activity in McDonald’s Simpang Dago
From 40 respondents who visit McDonald’s Simpang Dago, we can conclude that 46% of respondents have eat and drink, 32 % are doing task, 10% are using Free WiFi and meeting and another reason is recharge their gadget.
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Reason to Buy
1%2%3%9%
12%
16%
17%
40%
Near campus and houseOpen 24 HoursComfort PlaceFree WiFiComplete Facilityusual place that my friends are visitedCool Hangout Placeinvited by friend
Activity
1%1%10%
10%
32%
46%
Eat and Drink Doing TaskUsing Free WiFi MeetingChatting with Friends Recharge Gadget
f. With whom to visiting McDonald’s Simpang Dago
Based on the distributed questionnaire toward 40 respondents that have been visited McDonald’s Simpang Dago, 63% of them are visited McDonald’s Sipang Dago with their friend and the next is visiting alone (19%) and the rest are with family (8%), boyfriend/girlfriend (6%), and prospective boyfriend/girlfriend (4%) in order to know each other. !g. Spending Time on McDonald’s Simpang Dago
From 40 respondents who visit McDonald’s Simpang Dago, we can assume that 48% of them spend 1 until 2 hours to visit in McDonald’s Simpang Dago. Followed by 25% of
respondents that spend 2 until 3 hours for visiting McDonald’s Simpang Dago and the last are 2 until 3 hours and more than 5 hours with the same percentage, 10% of respondents that spend their time in McDonald’s Simpang Dago. !
Spending Time on McDonald’s Simpang Dago
10%
33%
48%
10%
<1 jam 1-2 jam 2-3 jam > 3 jam
4%6%8%
19%63%
Friend AloneFamily Boy/girlfriendprospective boy/girlfrind
3.2 Store Measurement Conversion Rate and Spending Time !
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Average Percentage of Conversion Rate
Average Minutes of Spending Time
Week-Days 84.34% 111 minutes
Week-End 85.42% 107 minutes
Days When Sample
Conversion Rate Spending Time
Number of Visitor
(5’)
Number of Buyer
(5’)Percentage Sample Entrance Come-
Out Duration (minutes)
Week-Days
Thur, Nov 7th 2013.
(12.00-12.30)
1 2 2 100 A 12.00 13.26 86
2 5 3 60 B 12.05 13.35 90
3 6 6 100 C 12.13 13.40 87
4 3 3 100 D 12.17 14.42 145
5 1 1 100 E 12.26 15.01 195
6 4 3 75 F 12.29 15.34 185
Fri, Dec 14th 2013
(19.00-19.30)
1 17 8 47.05 A 19.02 21.09 127
2 1 1 100 B 19.08 19.41 33
3 8 4 50 C 19.12 20.39 87
4 5 4 80 D 19.20 21.15 115
5 7 7 100 E 19.25 21.39 135
6 4 4 100 F 19.26 20.17 51
Week-End
Sat, Dec 15th 2013
(19.00-19.30)
1 4 2 50 A 19.00 19.45 45
2 12 10 83.33 B 19.07 19.55 48
3 16 15 93.75 C 19.11 20.40 89
4 9 9 100 D 19.21 21.30 129
5 23 21 91.30 E 19.24 21.41 137
6 17 16 94.12 F 19.30 22.01 191
! Look at the data above, there is no signi@icant difference on the average percentage of conversion rate on weekdays and weekend but still on weekend has the conversion rate higher than weekdays for about 1.08%. This fact is reasonable enough since the number of McDonald’s Simpang Dago visitors are mostly increasing on the weekends. Therefore, we can say that the relationship between conversion rate and number of visitors in a store tend to be directly proportional. In other words, the more number of visitors that come to McDonald’s Simpang Dago will make a higher probability that visitors will turn into buyer and make a transaction. ! Conversely, the average minutes of spending time visitors in McDonald’s Simpang Dago is higher in weekdays than weekend. This fact occurs because of the weekdays is the productive day to do the task because of the majority customer of McDonald’s Simpang Dago are college students and they reason to visit there to do task (32% of reason to visit) with their friends (63% of with whom visit). But, the difference is a little in average spending time in weekdays and weekend with 10 minutes difference. !!!!!!!!!!!!!!!!!!!!!!
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3.3 Shopper Decision Making Process: EKB Model !a. Framework Analysis Shopper Decision Making !Problem Recognition Most decision making starts with some sort of problem. The consumer develops a need or a want that they want to be satis@ied. The consumer feel like something is missing and needs to address it to get back to feeling normal. !Search Once consumers perceive a need that can be satis@ied by the purchase of a product, they begin to search for information needed to make a purchase decision. Life experience in the past helpful to make the correct purchase decision. This information retrieval is referred to as internal search. If the internal search does not yield enough information, the consumer will seek additional information by engaging in external search. In this stage also beginning the risk management. People often don’t want to regret making a decision so extra time being put into managing risk may be worth it. People also remember bad experiences over good ones, take that into account. !Alternative Evaluation Once the consumer has determined what will satisfy their want or need they will begin to begin to seek out the best deal. This may be based on price, quality, or other factors that are important for them. Customers read many reviews and compare prices, ultimately choosing the one that satis@ies most of their parameters. !Selection Stage After summary all the criteria for the decision the customers now decide on what they will purchase and where. They have already taking risk into account and are de@inite on what they want to purchase. They may have had prior experience with this exact decision or maybe they succumbed to advertising about this product or service and want to give it a try. !Evaluation of Decision The consumer decision process does not end with the purchase. After consumption, the consumer assesses the level of performance of the product or service. The evaluation process is important because the feedback acquired from actual use of a product will in@luence the future purchases. Positive performance of the brand will make the consumer to purchase again. Unfavourable outcomes may lead the consumer to form negative attitudes toward the brand, ignore to repurchase that brand or even eliminating it from the consumer’s evoked set.
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b. Shopper Decision Making in McDonald’s Simpang Dago: EKB Model
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Look Provided Menu at
the Board
Asking about the menu
Order the menu
Purchase The menu
Seek the seat
Shoppers’ decision making process is one of the main parts of purchasing activities. The decision making process of a person is different for each other and it is fragile, so that it can be easily changed by external factors. As comparison, there are two kinds of references of people when they go to McDonald’s Dago Square; individual reference and group reference. The process is almost the same with the individual customers, but the difference between the individual and the group one is when they (group) tend to seek the seat @irst when they arrive in McDonald’s Simpang Dago, then go to cashier to order the meal or spend several hours to chatting with their friends or doing the task @irst then order the meal. For group preference, they tend to seek the seat in 2nd @loor in McDonald’s Simpang Dago than 1st @loor. While they start at a queue, they will discuss each other among the group to decide what they want to choose and they often order the same menu for one group. c. Things that inZluence people to visit McDonalds Simpang Dago
! From 40 respondents that we gather from our questionnaire, we can conclude that friend (28%) as the main factor that inZluence them visit McDonald’s Simpang Dago. Followed by the menu in McDonald’s Simpang Dago with 23% answer and 20% of facility in McDonald’s Simpang Dago in@luence them before visit McDonald’s Simpang Dago. Another factor that in@luence them to visit McDonald’s Simpang Dago are internet (11%), poster (8%), family (3%), and several factors under 3 % (boyfriend/girlfriend, unpredictable want, hunger, strategic location). !
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Things that influence before visit McDonald’s Simpang Dago
1%1%1%1%1%3%8%
11%
20% 23%
28% Friend MenuFacility InternetPoster FamilyBoyfriend/girlfriend TVCUnpredictable want HungerStrategic Location
d. Spending Time for Choosing Menu in Mcdonald’s Simpang Dago
This data indicates from 40 respondents who visit McDonald’s Simpang Dago, we can assume that 60% of them spend 1 until 5 minutes to choose menu in McDonald’s Simpang Dago. Followed by 25% of respondents that spend less than a minutes of their time to choose menu in McDonald’s Simpang Dago and the rest is more than 5 minutes to spend their time to choose menu in McDonald’s Simpang Dago. !e. Order The Same Menu when visiting McDonald’s Simpang Dago
Based on 40 respondents, we assume that 68% of them have order the different menu when they visited McDonald’s Simpang Dago and 33% have order the same menu when they visited McDonald’s Simpang Dago.
Spending Time on Choosing Menu
10%
65%
25%
< 1 minute 1-5 minutes > 5 minutes
Order the same menu
68%
33%
Yes No
f. Willingness to Try New Menu in McDonald’s Simpang Dago
Based on 40 respondents, 90% of them are willing to try new menu in McDonald’s Simpang Dago. Most of them think that the new menu in McDonlad’s usually is delicious and they tend to boring with the same menu and want to try a new taste when they visiting McDonald’s Simpang Dago. Otherwise, 10% of them don’t want to try new menu because of afraid of bad taste of new menu and several of them say that they have been fall in love with the old menu of McDonald’s. !g. Customer Who Ever Have No Order in McDonald’s Simpang Dago
From 40 respondents who visit McDonald’s Simpang Dago, we can sum up that 65% of them always order the menu when they visit McDonald’s Simpang Dago and 35% of them ever have no order the menu when they visit McDonald’s Simpang Dago. !
Ever Not Order
65%
35%
Yes No
Willingnes to Try New Menu
10%
90%
Yes No
3.4 Segmenting, Targeting, Positioning Strategy
STP Strategy is a three-‐step approach to building a targeted marketing plan. The STP stands for Segmenting, Targeting, and Positioning. Going through this process allows a business owner and marketing consultants or employees to formulate a marketing strategy that ties company, brand and product bene@its to speci@ic customer market segments.
a. Segmenting, Targeting, Positioning Process
1. Repeated Consumers
Segmentation BaseDescription of Each Main Consumer
Segmentation Base
GeographicDago Square (Simpang Dago) in Bandung City.
Demographic
-‐ Male; Female
-‐ 15-‐50 years old
-‐ Student; WorkerPsychographic Lifestyle; Activities
Bene@itConvenience; Quality of Products
Define The Market
Create Market Segment
Evaluate The Segment on Set
Criteria
McDonald’s has its own market in fast food category. The fast food is Hamburger, but McDonald’s also sells rice, chicken @illet, @ish, fries, beverages and local snacks depends on where the location take place.
Individual Coupled
Come to store aloneCome to store with lovers; or with friend but just two persons
Group FamilyCome to store with more than one friend
Come to store with family (parents with their children)
2. New Consumer
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First Visit Outsiders
People from Bandung who have their @irst visit to McDonald’s Dago
People from other city who have their visits for vacation
Vegetarian Never Visit
People who seek for healthy food and do not eat junk food
People who eat junk food but never try to come to McDonald’s
Evaluation Criteria Repeated Consumers New Consumers
Homogeneous
!Seems to meet this evaluation test quite well, as each segment appears to have been grouped around similar needs.
Does not meet this @irst test, because each group does not appear to have similar needs.
HeterogeneousLooks good here as well, with e a c h d e @ i n e d s e g m e n t appearing to be signi@icantly different in furniture needs.
!This test is a major concern as well. The ‘outsiders’ segment could also be allocated to any of the other segments, so there are insuf@icient differences between the segments.
Measurable!Would probably meet this test of being measurable.
Would probably meet this test of being measurable.
Substantial!Most of these segments would probably be substantial enough.
Most of these segments would probably be substantial enough.
Accessible
!Would probably be able to utilize different media and distribution channels to access these different segments.
This may be of concern, because it would be not clear to get direct access vegetarian as opposed to never visit.
Responsive
!Given the needs of each segment appear to be distinct, then different styles of fast food products (and supporting marketing mix) could be developed that would be more/less attractive to each of the segments.
This would also be a concern as some of the segments have been de@ined quite generically, Outsiders, so it is unclear whether they would respond to a dist inct marketing mix offering
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Construct Segment Profile
Select Target Market
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Developing Positioning Strategy
Group : To those who look for convenience place with best facility to meet and @inishing homework, McDonald’s Simpang Dago is the best place for you with its reachable location.
Family: To family who wants to gather and spend your time with quality, we are McDonald’s Simpang Dago will provide you with delicious foods and complete facility all in one package.
Never Visit: To those who never visit McDonald’s Simpang Dago, we offer you quality foods with best cooks and ingredients. Meet us at our reachable location and have your quality moment here.
3.5 Integrated Marketing Communication
McDonald Simpang Dago is one of the most popular fast-‐food restaurant in Bandung. So don’t be surprised if every day McDonald Simpang Dago always seen in full by the consumer who comes to the store. This achivement obviously can not be separated from the role of a marketing channel and marketing strategy. That’s why, as long as the globalization, McDonald does two-‐way types of marketing communications rather than one-‐way types of marketing communication (marketer consumer), which only communication from marketer to consumer. In applying these concepts, McDonald performs an integrated marketing communication.
The main difference between the IMC and the traditional, is functionally oriented activities (particularly those of mass media advertising) is that IMC must impact the behavior of the target audience. It does not mean that functional activities such as advertising, sales promotions, direct marketing, and public relations do not in@luence behavior. In fact they do, especially direct marketing and sales promotion. The major difference is that IMC is planned, developed, executed, and evaluated with affecting one speci@ic consumer behavior in mind, the process of making purchase now or in future.
Here, our job is to analyze integrated marketing communications of McDonald Simpang Dago. The expected output from this analysis is that generates a new marketing channel / strategy / media to solve problems or opportunities owned by McDonald Simpang Dago, so it can have a positive impact for McDonald Simpang Dago performance both in terms of sales performance, marketing, etc..
The @irst step we do is determine who will be our respondents? Then determine what channel marketing at McDonald Simapng Dago? In this case, based on observations at a glance that we have done the @irst time, we @ind many marketing channels / media used by McDonald Simpang Dago. Like the website, sign boards, partnerships, print ad, etc. However, in our study is more focused on marketing inside the store of McDonald Simpang Dago. That is poster, banner, display menus, @lyers, direct offer, promo / discount. Why? Because the only marketing channel / media / strategy related to the topic of our discussion, the Conversion Rate and Spending Time
Target Audience Marketing Channels/ Media/Strategy
People who came to McDonald Simpang Dago
Print Ad (Banner; Flyer; Poster)
Display Menu
Direct Offer
Promo/Discount
Store Design
Store Facility
Therefore, for the second step is, we have distributed questionnaires to the 40 respondents we have chosen based on the target of research. The questionnaire was made speci@ically to examine the integrated marketing communication of McDonald Simpang Dago. Type of questionnaire that we use that is enclosed questionnaire. Thus, the questionnaire consists of choices in the form of a Likert Scale (1 to 5 "Strongly Disagree" to "Strongly Agree").
By the way, the questionnaire was divided into two parts; the @irst part, which contains questions about the effectiveness, consistency, and the conversion rate of marketing channels / media itself; the second part contains the question of how much time is spent by the consumer at McDonald Simpang Dago.
a. Effectiveness and Integration Analysis
Next step is the analysis. Here is the framework analysis that we used to categorized the channel based on the affectiveness and integration.
Note:
o Channel Integration: How often the media is used as a promotional media
o Message Effectiveness: How far the respondents were able to capture the message to be conveyed by McDonald
In analyzing the data, we used the method of mean / average for each variable capturing in general. From the 40 respondents that we have obtained, then we made a data recapitulation. To get the data in accordance with the framework analysis above, that is by summing each number selected by the respondents, each question is different, and then divides by 40 (number of respondents), and we got the average. For example:
• If mean < 3, then it is categorized as "LOW"
• If mean = 3, then it is categorized as "MODERATE"
• If the mean > 3, then it is categorized as “HIGH”
Channel Integration
Message Effectiveness
Low Moderate High
High
Moderate
Low
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For more details on the scores of each marketing channel, , can be seen on the map:
(Effectiveness, Integration) • Poster : (3.9, 3)
• Banner : (3.4, 3.5)
• Display Menu : (4.4, 4.7)
• Flyer : (3.2, 2.7)
• Direct Offer : (3.7, 3.8)
• Promo/Discount : (3.6, 3)
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Based on the data recapitulation, then we have the conclusion like the table below:
As we can see in the table above, based on the question "How effective is this media deliver the message?”, Fortunately all respondents responded positively to all the marketing channels used by McDonald Simpang Dago. It can be seen that all of them are in the category of “HIGH” on the Message Effectiveness. In fact, if traced back, there are many factors (noise) that often make a message delivered by a media failed to be delivered, for example, that the media is damaged, consumer indifference, etc.
Unfortunately, it does not apply inside the McDonald Simpang Dago store. Thus, it can be concluded that, all this time, there is no problem in the process of delivering a message from McDonald Simpang Dago to its consumer. In other words, McDonald Simpang Dago can take use the channel effectively.
Sadly, this positive situation does not apply to the respondent’s response to the statement "This media was conducted consistently / periodically by McDonald Simpang Dago”. Banners, Display menu, and Direct Offer enter into the category of "HIGH". While Poster and Promo / Discounts entered into the category "MODERATE". And the worst is Flyer into the category of "LOW". Our opinion, the biggest factor for the low scores are at the consumer awareness itself. Because, if seen again McDonald Simpang Dago fairly routine in performing this marketing channel / strategy, especially posters, @lyers, promo / discount.
This result can be considered as a problem of McDonald Simpang Dago. Logically this statement shows how the consumer aware towards the marketing communication of McDonald Simpang Dago. If during the McDonald Simpang Dago’ve done a lot of marketing communication, the obvious costly, but the consumer is not aware on what McDonald Simpang Dago trying to convey, clearly this is a problem. Automatically, the cost will be wasted, with no positive effect at all.
So, McDonald Simpang Dago had to make a decision, whether it should be focused more on marketing channels that lack of awareness. Or remove the marketing channel from the marketing strategy, and thus the cost will be reduced, or can also be transferred to other marketing channels which more promising.
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Channel Integration
Message Effectiveness
Low Moderate High
High - - -
Moderate - - -
Low - - -
b. Conversion Rate Analysis
In addition to analyzing the effectiveness of marketing channels / media owned by McDonald Simpang Dago, as explained earlier, our distributed questionnaires are also useful to obtain data about the effect of media communication towards the consumer behavior in buying, in this case that is Conversion Rate. Based on the opinion of the respondent towards the statement "This media may help me choose the menu faster", and here is the graph of the data recapitulation:
Based on our question on the questionnaire, from the 40 respondents, "Display Menu" has the highest average in in@luencing compare to another. Followed by "Promo / Discount" and "Direct Offer" with a score 3:55 and 3525. The forth place @illed by "Banner", with score 3.4. While "Poster" has average is 3,325. And the last but no least, the "Flyer" has the smallest average score in compare to other, that is only 3. From the data above, we can categorize the "Flyer" as MODERATE (mean = 3), while the other is categorized as HIGH (mean > 3).
Thus, it can be concluded that each channel of McDonald Simpang Dago already participate effectively and actively in in@luencing consumer behavior in Conversion Rate. There is no a big problem in this category, only the pro@iciency level scores may be improved by McDonald Simpang Dago by more focusing in doing the integration of marketing channels.
c. Spending Time Analysis
As mentioned earlier, that we divide our questionnaire into two parts. The @irst part is about Effectiveness, Integration, and Conversion Rate. This time we will discuss the second part of the questionnaire, namely, Spending Time.
Why? Why are we separating Spending Time with the others? Because the variables or factors that will be discussed are also different. That's why, we separate it into two parts to make it easier for us to analyzes.
The variables or factors that we use to analyze Spending Time ie "Store Design" and "Store Facility". We asked respondents about their opinion regarding the effect of both these factors against spending their time at McDonald Simpang Dago.
Remind you again that in this questionnaire we use Likert scale, 1 to 5. Where number 1 means "Strongly Disagree", number 2 is "Disagree", number 3 is "Normal", the number 4 is "Agree", and the last, number 5 means "Strongly Agree".
First statement: “The Store Design in@luences me to stay here more” and here we got the data. Based on the questionnaire results, 33% (13 out of 40) of respondents choose “4” option. This rank was followed by “3” and “5” option, which has the same score, which is 20% (8 out of 40). And then 15% (6 out of 40) choose “1” option. The last, there is only 12% (5 out of 40) of respondent who choose “2” option. For more details, let’s take a look at the graph below:
!!!!!!!!! Based on the data above, we can conclude that most of people who came to McDonald Simpang Dago agree that McDonald Simpang Dago’s store design has a fun and exciting, so that makes them comfortable to stay there for long. McDonald Simpang Dago does have a store design and layout that makes us comfortable to stay there, from the placement of the seat, as well as the separation between the outdoor and indoor space, etc.
Next, second statement: “The Store Facility in@luences me to stay here more”. Based on the questionnaire results, 40% (16 out of 40) of our respondents choose “4” option. Then 33% (13 out of 40) choose “5” option. This rank was followed by “2” option, which has 20% (6 out of 40) from our respondents. And then 12% (5 out of 40) choose “3” option. Fortunately, there is no from our respondents who choose the “1” option, 0% (0 out of 40).
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! Based on the data above, we can conclude that most of people who came to McDonald Simpang Dago agree that the store facility of McDonald Simpang Dago able to make them spend a lot of time there. Some of these facilities are 24 hours, Wi-‐Fi, smoking room, pray room, etc. These facilities clearly an important factor to make a lot of people spend time in the store. And McDonald Simpang Dago did it.
!e. Recommendation
PROBLEM and OPPORTUNITIES
So, based on the research that has been done, we got the problems and opportunities that are owned by McDonald Simpang Dago. Problem is located at the integration itself. Why? Because, some of the marketing communications failed recognizable by the public. In addition to these problems, McDonald Simpang Dago also has quite a lot of opportunities. Among them are the capabilities of marketing channel to deliver the message effectively and the ability of marketing channel / strategy in in@luencing consumer decision making.
NEW MARKETING STRATEGY:
Coup D’état The word Coup D'etat derived from French meaning a sudden attempt by a small group of people to take over the government usually by force.
Coup D'etat event is an hour in which a group or community can use a McDonald Simpang Dago as a place where they can gathered. So it is clear the target of this event is a community / group. Here, they take over the room. Why a community? Because, these community has a name as well as the in@luence of the
other. "More people believe in the opinions of others as compared with advertising". Coup D'etat will take place in time as desired by the community, but is limited to 2 hours. The amount of time depends on the number of community members / groups that came at that time. How to participate in this event, that is by registering community / group they are a few weeks before. Then McDonald Simpang Dago will choose based on the terms and conditions that apply.
!Get the Mc Now This promotional was offered to a customer in terms of a time-‐speci@ic, free item with purchase or BOGO (buy one, get one). Here, McDonald Simpang Dago can gives a greater discount for the customer returning during off-‐peak hours (20% off Lunch or 10% off Dinner) through a coupon, one coupon one person. This strategy was encouraging them to revisit soon to the restaurant.
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Chapter 4
Conclusion
!4.1 Conclusion
We know that the majority from this observation that College students is the major visitor of McDonalds Simpang which the most of their activity in McDonald’s Simpang Dago besides eating and drink are doing the task because of of the location of McDonald’s Simpang Dago near from their campus and house. Moreover, the conversion Rate of visitor’s of McDonald’s Simpang Dago on weekends higher than weekdays for a little difference about 1.08%. Otherwise, on weekdays, the spending time of the visitor’s that majority of college students is longer than on weekend, it indicates that in productive day they spend long time to doing task in McDonald’s Simpang Dago with their friends.
Some of the marketing communications of McDonald’s Simpang Dago are failed recognizable by the public. So, we recommend the new program for marketing Strategy that should implemented by McDonald’s Simpang Dago are Coup D’tat and Get The Mc Now.
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Reference
Az central.com. What is STP Marketing. Retrievend in December 12nd 2013 from http://yourbusiness.azcentral.com/stp-‐marketing-‐1769.html
Market Segmentation Study Guide. The Full STP Process. Retrieved in December 1 2nd 2013 from http://www.segmentationstudyguide.com/stp-‐process/full-‐stp-‐process/
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Appendix
Ques7onnaire of Shopper Behaviour in McDonald’s Simpang Dago
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Ques7onnaire of Integrated Marke7ng Communica7on
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