Observing The Consumer to Meet Their Needs Case Study in Cafe X

Abstract

Nowadays, food and beverages industry is very competitive. To survive in this industry, it needed strategy to improve excellent service and meet the needs of consumer. The aim of this research is to describe and identify the consumer of Café “X”. The method is observation in 4 café X in shopping malls. Result of this research are : majority of consumer is woman who come alone, the age is 21– 30 years old, duration of dining is less than 15 until 45 minutes, majority of consumer choose to take away the beverages and no repeat order. Marketing strategy based on this research is needed, such as give promotion especially for woman