Subway St.John Shopping Mall

[pic 1]

Liverpool John Moores University

Faculty of Education, Community& Leisure

Centre for Tourism, Events and Food Studies

The Hospitality and Tourism Consumer

6073TEFSUM

Summer

2014

Title:

Subway St. John Shopping Mall

By:

Tan Nyap Cheng

(700577)

Date:

12 July 2014

Table of Content

1.0 Introduction                                                                        3

2.0 Consumer Decisions Making Process                                                5

2.1 Involvement                                                                        5

2.2 The Engel-Kollat-Blackwell’s Model                                                6

2.2.1 Need Recognition and Problem Awareness                                        6

2.2.2 Information Search                                                                7

2.2.3 Evaluation of Alternatives                                                        8

2.2.4 Purchase Decision                                                                8

2.2.5 Post purchase behavior                                                                9

3.0 Analysis of the Needs and Expectation of Subway’s Primary Segment                9

3.1 Geography                                                                                10

3.2 Demography                                                                        10

3.3 Psychographics                                                                        11

3.4 Maslow’s Hierarchy of Needs Model                                                13

3.4.1 Physiological Needs                                                                13

3.4.2 Safety                                                                                 13

3.4.3 Love and Belonging                                                                14

3.4.4 Esteem Needs                                                                        14

3.4.5 Self-actualization                                                                 14

4.0 Analysing the Quality of the Service Encounter                                        15

4.1 Tangible                                                                                15

4.2 Reliability                                                                                16

4.3 Empathy                                                                                16

4.4 Assurance                                                                                17

4.5 Responsiveness                                                                        17

5.0 Conclusion                                                                        18

6.0 References                                                                                20