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1) A survey of 60 people found that while 44 had ordered from Faasos, most still perceive it as a wraps corner, with 90.9% usually ordering wraps. Friends and advertisements most influence purchasing patterns.
2) Major reasons for buying from Faasos are to satisfy hunger (40.9%) or craving rolls (34.1%), though many feel it offers only junk food.
3) To improve, Faasos should diversify its menu, better promote non-wrap options, address quality issues, and reduce delivery times.
1) A survey of 60 people found that while 44 had ordered from Faasos, most still perceive it as a wraps corner, with 90.9% usually ordering wraps. Friends and advertisements most influence purchasing patterns.
2) Major reasons for buying from Faasos are to satisfy hunger (40.9%) or craving rolls (34.1%), though many feel it offers only junk food.
3) To improve, Faasos should diversify its menu, better promote non-wrap options, address quality issues, and reduce delivery times.
1) A survey of 60 people found that while 44 had ordered from Faasos, most still perceive it as a wraps corner, with 90.9% usually ordering wraps. Friends and advertisements most influence purchasing patterns.
2) Major reasons for buying from Faasos are to satisfy hunger (40.9%) or craving rolls (34.1%), though many feel it offers only junk food.
3) To improve, Faasos should diversify its menu, better promote non-wrap options, address quality issues, and reduce delivery times.
Jay Doshi 18020841101 Anam Waheed 18020841151 Ankita Narayan 18020841152 Shriansh Verma 18020841136 1 Faasos Customers About Faasos •Faasos Food Services Pvt. Ltd., commonly known as Faasos, is an Indian "food on demand" company that was incorporated in 2011.
•15 of the largest cities in India
•Takes customer orders via its mobile app and
website. •only vertically integrated food business in India and operates all three stages of a "food on demand" business
• Faasos receives 10,000 orders a day across
India and has recorded a growth rate of 20-25 per cent month-on-month. 2 Consumer Behaviour Have you ever tried Faasos?
•We conducted a survey amongst 60 people to study the behaviour of
consumers towards products offered by Faasos.
• Amongst the 60 people, 44 people had tried Faasos while the rest had not ordered from Faasos due to the various reasons.
• We tried to map the perception of consumers towards the brand &
accordingly suggest suitable strategies for the growth of Faasos. According to you what kind of food joint is Faasos?
YES The Strategy
• Ascertaining the perception of consumers. • Diversified itself in terms of menu expansion • Must communicate its brand image category wise with the message that it • 50% people perceive Faasos an above average is no longer just an average value for brand. money brand, it is much more than • 40.9% people perceive it to be an average that. It can taste premium and sell brand. premium too. • Faasos has positioned itself as somewhere between average and above average offering wide variety of cuisines in its menu at an affordable price. • The brand image is aligned to the brand 5
identity perceived by the company.
What do you usually order from Faasos? The Strategy
YES • Need for proper positioning.
• Certainly lacks proper communication and promotion of its menu; Still perceived as roll specialist. • Attractive promotion and heavy advertising needed for segments like quick meals or desserts. Communication that diversification was done keeping consumer needs in mind. • It not just serves lip smacking and spicy • People still perceive Faasos as a WRAPS rolls but also nutritious and wholesome CORNER. meals catering to your breakfast, lunch • 90.9% people still order wraps from Faasos. and dinner. Not just that, it also gives you • 13.6% people order Biryani where Faasos a royal and premium feels with its royal actually claims itself to be a specialist. Indian meals. 6 What factors influence the buying pattern of consumers from Faasos? The Strategy YES • Faasos should concentrate on advertisements as most of their buyers are influenced by it. • Faasos should include meals/dishes in their assortment which are culturally sensitive e.g. having a Jain roll. • The two important factor which influence • So that they don’t miss on these the purchasing pattern of a customer are customers by doing so they will be Friends & Advertisements (75% & 34.1% able to on-board culturally sensitive respectively) people on their customer list. • It can be inferred that these people have to become the target audience in order to draw more orders. • Culture also influences the buying behaviour of a customer 9.1% say they are influenced by their culture. 7 What is your motive to buy form Faasos?
YES The Strategy
• Faasos can learn from this is that they
should encash the satisfaction and carving factor in order to increase their brand awareness as well as increases their sales, as people do have a brand recall when they hear • Majority of the people i.e. 40.9% buy from the word “roll”. Faasos to satisfy their hunger; therefore, it • Faasos should look into improving can be concluded that the food is filling . their delivery factor to increase the • 34.1% people say they order from Faasos convenience for the customers when they crave a roll, this tell us that the ordering. brand recall of Faasos with regard to the rolls they provide is high. • 25% people are use Faasos service due to the convenience, this implies that when people look for something quick and on the 8
go food the order from Faasos.
Why do you prefer Faasos?
YES The Strategy
•should continue with the functional benefit •Faasos could change its strategy •Faasos definitely needs to have more quality checks • should reduce the time taken to deliver the order to its consumers, by • A major share (34.1%) of the consumers of probably employing more delivery Faasos believe that Faasos is synonymous guys. to junk food. • Extremely low (2.2%) consumers feel that •Even tie up with more delivering Faasos has anything nutritious to offer. parties • But many people(27.3%) enjoy the lip smacking food that Faasos offers. A major share (36.4%) of the people also feel satisfied after having eaten Faasos. 9 What perception does the brand in your mind? The Strategy YES • Add more healthier options to its menu, • It can come up with options like salads that could be a healthier option. • brown bread sandwiches • A major share (45.5%) of the users of Faasos • Faasos could increase the price of enjoy the taste of the food that it offers. the Maida paratha • A lot of consumers (29.5%) also prefer • Faasos should continue with its Faasos only because of the regular discounts & promotions that it offers. strategy of offering lip-smacking & • Faasos is lacking in terms of the quality it wholesome food as this leads to offers as only 13.6% of the people believe customer delight. that it offers quality food. Some consumers (11.4%) also feel that Faasos takes a lot of time to deliver thefood. 10 When craving for a quick bite, where do you prefer to order from? The Strategy YES •Subway stands for quality & variety while Popular Burger offers delicious burgers to its consumers at affordable prices.
•Faasos should try & learn from its
competitors .
• Recently, Faasos opened up ‘Lunchbox’
which offers healthier meals at affordable • Popular Burger & Subway are the most prices. preferred by the consumers. • Faasos ranks no. 3 when craving for a quick bite. • WOW Momos stands at the 4th positon while Just Shawarma is the last choice amongst the set of consumers who have filled our survey. 11 According to you what kind of a fast food joint is Faasos? The Strategy
NO •Faasos charges high prices from people
for say a roll or a rice bowl •change the quality of food that they provide. • Customers should be able to find different tastes if they are ordering different rice bowls. • 53.3% consider faasos to be an average • They can infuse different aromas for brand. different products and slightly set the • The reason is unknown whether it is the taste apart so that customers can easily price, quality or taste differentiate between the products. • Since these customer haven’t bought the product itself, the perception could be because of external factors such as reference groups, family or friends. 12 Are there any external influences affecting your purchase decision? The Strategy NO •Targeting aware consumers. •can introduce options for meals of 2 that are for friends and can be shared. •Faasos should also focus on coming up with better advertisements and position those on easy accessible social media portals for better visibility. • 73% consider their purchase decision is influenced by Friends. • 60% have agreed that advertisements are an important factor of their purchase decisions. • It is safe to say that customers who order today are quite influenced by their social circle and are very active about advertisements. 13 What do you not order from Faasos? The Strategy NO To overcome the two major problems i.e. value for money and price aspect • Faasos should look into their pricing strategy as in where they are losing out on their potential customers. • It is obvious that people don’t associate rolls to be as expensive as People who have never used Faasos for Faasos price them. They should also ordering food have three major issues with look into the aspect of discount and it: offers to attract new customers in their • 37.5% consider it is not value for money. brand. • 25% people find it expensive. • 25% people find the delivery service slow. • 12.5% of the people find taste off setting. 14 What brand perception do you have about Faasos? The Strategy NO • In today’s world where people are highly concerned about the type of food, they are consuming having a brand perception where people think the brand serves junk food can be harmful for the brand and the business itself. • To attract more customers, Faasos • 50% of the people find Faasos as Junk should come up with heathier food food and therefore could be the offerings in their outlets and promote reason they avoid ordering from a heathier lifestyle in-order to improve faasos. their brand perception of a heathy • 31.3% people find Faasos as lip- brand in the minds of the consumers. smacking i.e. it tingles their taste buds. • 18.8% people find the food server at faasos to be wholesome and filling.c 15 Thank you