Consumer Behavior of Drinking Beer in Lan Kwai Fong, Hong Kong

Mark242 The Behaviour of Consumers at bars in Lan Kwai Fong Page 1 of 25
MARK 242 (Fall 2008)
Consumer Behaviour
Group Project
The Behaviour of
Consumers
at bars in Lan Kwai Fong
LAU Yuet Wah Rosa mn_lywa

d
TSANG Hang Fung mk_thfac
HO Man Chai ac_hmc
BRINET Matthieu Alexandre R bm_bma
BAS Carole Noelle Catherine bm_bcn
CHRIQUI Kevin Gontran bm_ckg
KWOK Emmy Tsz Ting mk_ket

Content
PART 1
A. Basic Information of Lan Kwai Fong
- Overview
- Type of shops
- The “Office hours”
- Locations
B. Data Collection Method
C. Basic Segmentation
D. Main Consumers’ Segments in LKF
E. Description of Target
- General description
- Pre-purchase issue
- Purchase issue
- Post-purchase issue
PART 2
A. Introduction
B. Pre-purchase issue
- Attitude formation toward bar
- What cues does our target use to infer which bar is superior to others?
C. Purchase issue
- Mood and Needs
- Bar's atmosphere
- Situational influence
D. Post-purchase issue
- Determinants of the consumer's satisfaction
- Will the consumers come again?
- Does this person tell others about his/her experiences & influence their
decisions
CONCLUSION
Executive Summary
This paragraph has the purpose to summarize how we conduct our study of “consumer
behavior in LKF's bars”.
Part 1, From consumer's perspective

In the first time we considered, a priori, all the populations we could find in a bar. After
describing who they are and defining which needs could be satisfy in going into a bar, we
selected the three more representative populations in LKF (Business people westerners,
Business people locals, students in exchange) and realized a quick overview of their
particular behavior in LKF. At the end of this part we selected and studied deeply the
behavior of what will be from now our target in the second part of the study.
Part 2, From marketer's perspective

After a short reminder of the 4P of our “product”, the Stormies, we studied in a
successive way the pre-purchase, purchase and post-purchase issues of the Stormies and
we compared it to other competitors. And finally we summarize our conclusion in a table
of the main points which crosses consumer's needs and what the Stormies offer.
PART 1
A. Basic Information of Lan Kwai Fong

Overview
Lan Kwai Fong is a square of streets full of
restaurants, bars and clubs in Central. It is a popular
place among expatriates and international students. On
Friday and Saturday night, there will be enormous
crowds filling on the streets. After school or work,
people like to have relaxing time having fun with their
friends there.
Type of shops
You can eat, drink and party in Lan Kwai Fong and there are a myriad of café,
restaurants, clubs, bars and discos that fulfill your needs.
For restaurants, there are a wide range of cuisines, like Italian, Russian, Nordic and
Australian, etc. For bars and clubs, they are in different sizes and styles. Some play
strong music but some do not.
There are also some lifestyle shops, such as boutique, galleries and yoga place.
The “Office hours”

The bars usually open in the afternoon and they have “happy hours” from 3pm to 8pm in
which the beers are sold at a lower price. The bars will open until 4am in the other day
most of the time.
Locations
Lan Kwai Fong means the area between
D'Aguilar Street and the smaller lane, Lan
Kwai Fong. Both streets turn 90 degrees
to form a rectangle. Moreover, there are
some more shops for drinks and food on
Wo On Lane and Wing Wah Lane
B. Data Collection Method
The data and behaviors of consumers in bars of Lan Kwan Fong was collected and
observed by visiting and consuming in bars of the place by our group members. We
conducted a few trips there, in which we chose different bars and stayed there for two to
three hours. We observed the consumers by sitting inside the bars and also had interviews
with them. Areas that were covered in the interviews included their background
information (e.g. origin and occupation), consumption habits (e.g. types and number of
drinks ordered, expenditure and places visited before consuming in the bar) and general
opinions on the bar (e.g. expectation and favorite ambiance)
C. Basic Segmentation
Age Origin Students Working people Tourists
<35 Chinese - Not many Chinese - Quite a lot of - Very few Chinese
students come after Chinese come tourists come
school or at after work
weekend - Going to bars is not
- Combination of an activity that
- Prefer other men and women is Mainlanders do
entertainment, e.g. quite even, but the when they visit
going to karaoke number of girls Hong Kong
box and visiting counts a little - Chinese tourists
shopping mall more than boys prefer places with
local Hong Kong
culture rather than
Western culture
Western - Many exchange - Many Western - Very few Western
students who have people come after tourists going to
been here for 4 work bars
months to one year - Meeting friends
or searching for - Even if they do so,
potential dating
- Go out a lot they would just
partners
because they don't come once when
have a lot of class - Meeting friends they stay in Hong
- Like to hang who are from Kong to have a
around with other their home taste of LKF
international countries or other
students countries
speaking the same
mother tongue
Age Origin Students Working people Tourists

>35 Chinese Not applicable (No - Not a lot of Chinese - Very few Chinese
students aged below in this age group tourists come
35) come after work
- Going to bars is not
- They focus on an activity that
family life after Mainlanders do
work when they visit
- Even if they go to Hong Kong
bars, many of them - More mature
go to those in the Chinese tourists go
Kowloon side out at daytime for
shopping branded
goods and
electronic products
Western Not applicable (No - Come after work - Even fewer Western
students aged below to relax and meet tourists go to bars
35) new people than the young
ones
- Meeting friends
who are from their - Prefer drinking
home countries or together with dinner
other countries at restaurants rather
speaking the same than bars
mother tongue
- Enjoying the time
with their loveones
D. Main Consumers’ Segments in LKF

Segment 1 Segment 2 Segment 3
The Western Working The Chinese working people The Western Students with
people with age under 35 with age under 35 age under 35
- A large proportion of this - Young working people who - Many exchange students who
segment are Western come to bars after work have been here for 4 months
people who have been to one year
working in Hong Kong for - Have not married so that they
several years can stay very late in bars with a - Like to hang around with
group of friends other international students
- Many of them are
professionals working in - Have not much financial burden - Want to make the most of
the business field or are to their family their exchange and discover
doctors all famous clubs in Hong
- Willing to spend quite a lot on Kong
- Treat coming to bar and lifestyle products, e.g. buying
talk with people as a deep- fashion goods and dining in a - Come with a large group of
rooted occidental culture nice restaurant students from the same
school
- Come after work for - When come in groups, the
relaxing and relieving number of girls counts a little - Begin the night with drinking
their stress in a fun place more than boys cheap drinks e.g. Beer or
Vodka in seven-eleven
- A conventional norm to - Many of them have studied or
order alcoholic drinks in worked overseas - Do not order a lot for saving
bars money to spend in clubs at a
- Receptive to Western culture later time of the night
- Lan Kwai Fong is a and have a mindset as a
common place for them to Westerner - Go to bars throughout the
assemble and gather with week
friends - Like to read English magazines
and fictions during leisure - Prefer standing close to the
- Meet people from the bars while drinking cheap
same countries or - Many of them order cocktail to alcoholic drinks bought in
speaking the same mother show that they know how to convenient stores
tongues appreciate the drinks
- Have a drink and sit down

inside the bars to have a
nice little chat with their
love ones
- Like to order wine serving

along with food
E. Description of Target
After analyzing the above 3 populations, western business people would be our target.
The reason choosing this target is that western business people go to Lan Kwai Fong
more often, compared to Chinese business people. Also, their drinking behaviour in bar is
more distinctive and interesting.
According to our detailed observation in Lan Kwai Fong for several times, we discover
that our target group has the following demographic and psychographic behaviour.
General description of our target group

For our target group, they are western business people, including both men and women.
They are between 25 and 35 and they usually wear classic suit. Before they go to Lan
Kwai Fong, they usually go to restaurant to have dinner first after work. After dinner,
they will go directly to the bars in Lan Kwai Fong. For those who are rich, they will
choose taxi to go from restaurants to bars as they think it is the most comfortable and
convenient way. Normally, they will arrive at the bars at 9pm and they come in groups –
usually with more men than women. Sometimes, they will meet other people in the bars
too.
Pre-purchase issue
In our observation, when our target group comes to choose a bar, people do not need
much hesitation. They just directly go into one bar that they want to go. The reason
behind is that they are used to the parties in Hong Kong and they already have their own
favourite bars in mind where they can meet people. That is their evoked set. For the bar
that we investigate into, is an expatriate bar. They go to this bar as they want to meet
others coming from the same country as they do. They can hardly change their habit and
go to a new bar that they are not familiar with.
Inside the bar, there are both boys and girls and they are mixed in groups. Some girls’
groups are sitting at the table and boys are most likely standing outside the bar. For our
target group, they stay inside at a table first as it is not so late when they go inside the bar.
But while they go ordering the drinks, they always meet people they know and usually
they stay standing up talking with them. They also go outside to talk with people as it is
less noisy and there are fewer people outside. When they go outside, they just stand near
the tables as they can still feel the air-conditioning. They are not particular finding a bar
that is quiet or with strong music.
Besides drinking, our target group also dances. They do not dance when they first go
inside the bar. Yet, when they met people they know which are dancing, they can join
them before coming back to their table.
There is a television showing football game in the bar. Our target group does look at the
TV but it is not their main concern.
Purchase issue
After going inside the bar, the business people find a table to settle down. They wait at
the table and wait for the waitresses to serve them. They just want to have fun inside the
bar and do not want to take the drinks by themselves from the counter. They try to find
the waitresses first and call them to take the order. However there are many people inside
the bar and they cannot catch the attention of waitresses. So, they directly go to the bar
counter to order. It takes quite long time for them to go to the counter as they have to pass
through the crowded people to the counter.
When they go to the counter, they do not need to queue to order as they have already
found the best place in order to be seen by the barmen. Some people may need to change
place to be seen by the barmen but it is not the case of our target. When they order the
drinks, they do not need the menu and they do not need to think for a moment of what to
order as they go there often and are familiar with the drinks inside. It is their habit of
ordering drinks. They only need to speak the name of drinks once loudly to let the
barmen understand what they order.
When ordering drinks, it is somehow a difficult process. As when a businessman, one of

our target goes to the counter to order, has to leave his friends alone at the table. Also, he
has to cross the packed people and catches the barmen’s attention when he arrives at the
counter. He needs to speak loudly so as to let the barmen hear what he wants as there is
music around and people are chatting noisily. But finally, he seems to enjoy the process
as he can really get some drinks back for his friends, not only for himself. He knows what
his friends want actually as he usually comes with the same group and knows his friends
want beer.
Inside the bar, most of the people drink beer in big glasses while some girls drink wine.
There are also some people around their 40s drinking beer in glasses and bottles. There is
no cocktail at the beginning of the party but there are few people drinking at the
midnight. The reason behind is that people want to have something softer first, like beer,
followed by stronger cocktail.
Our target group usually orders a few glasses of beer first, and then changes to vodka
cocktail. They change to another type of drinks as they want something stronger and they
want to have a different taste. Moreover, they may think beer is too common and they
want something more festive. After several drinks, they still do not get totally drunk but
are quite happy and enjoy the night.
Furthermore, it is discovered that men will offer drinks to women. As they are working
group and money is not a problem to them. Thus, they will invite their women friends to
go to bars with them. However, in our several observations none of them will offer drinks
to girls who they do not know.
Post-purchase issue
After buying the beers or wines, most people continue chatting with their friends. Very
few people dance actually and they mostly dance at the end of party. Our target group
usually stays there for more than 2 hours, which is leaving at around 11:00pm to
11:30pm. It is their average time staying in one bar. Not all the groups in the bar leave at
same time and there are few people keeping talking inside. For majority of people, they
usually leave at 2am and they are leaving happily.
PART 2
A. Introduction – Stormies' 4P
In the second part, we have decided to study a specific bar and two competitors and how
can their marketing's actions influence our target.
First of all, we want to describe briefly our bar's marketing mix:

Product The Stormies is a pub with a classical ambiance, the place is quite small but it
benefits from a good situation on the street. The bar is clean, well decorated,
toilets are quite ok, the music is from 80's and most of people like it, drinks are
quite good and there are a lot of choices.
Price Drink prices are quite expensive, a little bit more than other bars, you can pay
either with cash or credit card.
Place There are two ways to sell drinks: customers can order at the counter or they
can call a waitress.
Promotion Offer : there are price offers for girls on Thursday “Ladies night” : one specific
cocktail is free for girls
Communications: neither mention on Internet nor on blog, advertising can be
found in the tourism office. The bar is the sponsor of a local sports team. The
communications works more by word of mouth.
B. Pre-purchase issues
When talking about consumption in a bar we generally thought about drinking, and this is
true it may be the only moments where you will be ask for payment. But what we do not
realize at that moment is that we are paying for the drink but also services.
What does that service mean? In the service are included costs such as: the place, all the
staff and also the ambiance (decor, music...). Thus, when dealing with pre-purchase
issues for a bar, we are not just thinking about ordering and drinking because, as seen
above, as soon as you enter in the bar you start consuming the “bar” even if you haven't
paid yet.
The particularity of our topic is that we can categorize the consumption as an

entertainment. A hedonistic consumption based on a need for belongingness.
Attitudes formation toward bar

Concerning our product, we can say that our target is loyal to the bar. As seen in part 1,
these people are part of a community: same origin, they are all expatriates, similar job
and lifestyle. Thus more that relaxing after a working day, the Stormies is a meeting point
which is a place reflecting what our target wants.
What is the process for integrating this community? Take the case of a new expatriate
seeking for new friends in Hong Kong. This man may be disoriented, will look for people
close to him (it is natural need). Considering this, he will ask people like colleagues,
friends (people who have the information), these persons will probably advise him LKF.
This kind of search in information is called word-of-mouth and seems to be the most
efficient one, especially when dealing with products with great social attributes, « If my
peers like it I should do so ».
First, why LKF seems to be the most appropriate place for our target.
1. Reputation of LKF: it is an area dedicated to entertainment with a large

number of bars.
2. Proximity with the working place: most of our target works for a big
western company localized in Hong Kong Island and as « time is
money », it is more convenient to go out in the neighborhood.
3. Proximity with the living place: during the week going out in a relatively
close place allows our target a fast go back home.
As the area in not very big, it is easy to walk nearby all the bars and assess them.
However we face a large range of different ambiances:
1. Lounge bar: dim light, relax atmosphere, people stand seated on a sofa or
on high table (nobody outside). Beer in bottle is mainly consumed
(Heineken and Corona are the most common brand), but also cocktails.
The population of the bar is mix, we can find expatriates as locals. Big
screens play video-clips related to the music.
2. Chicha Bar: people in those bars are chicha smoker. Due to the smoking
system people are seated around high table, the music and lights are dim
and remind oriental style. Our target never go in this kind of bar.
3. Bar Latino: strong character and origin, here it is only a matter of fiesta.
Music as drinks or food reminds Latino style. In these places we drink
cocktails based on rum and tequila or Corona. Clients do not hesitate to
dance (especially women).
4. Bar new generation: new materials and fixture are used in the decor
(aluminum, neon...), the music is quite loud and new (a lot of electro).
People inside are young and mix. They consume beer in majority. There
are screens broadcasting sport events and video-clips.
5. Pub: In a traditional style, pubs in LKF are very close from those of
England and Ireland (woodwork, trophies, and team sport pictures). Here,
is served beer pint (but also bottles), cocktails and wine. Screens broadcast
sport events some are attentively follow by clients. The music is based on
British Pop Rock. It is the place where our target is dominant, because of
the strong cultural heritage.
Now that we identified the competition, let see what the Stormies’ attributes are:
The Stormies is a pub located in the high of LKF on D'aguilar Street. With 3 flags
(English, American, and Australian) at the entrance, the place is more opened than others
(certainly because the bar is located in the angle of the street), there are large windows,
and thus you never really know if you are inside or outside. Lights are bright. But what is
more striking it is the crowd in front of the Stormies, since the start of D'aguilar Street it
is possible to see these people having fun even when others bar are quite empty. This
people are wearing the same dress code: dark suit or pants with shirt (me) and smart dress
(women), they are all westerners aged between 30 and 50. They discuss, laugh loudly,
sing, dance, the atmosphere is so relax. Most of the men are drinking beer, girls prefer
wine or cocktails. The music outside send all people at 20 meters around, back in the 80's
for some British Pop (comment: the 80's is generally the youth of all customers in).
If our target didn't know about the Stormies, just by passing in front of it, he could say:
« Hey! I know this song I bought the album when I was young » then « those people are
looking like me, they drink what I am used to drink in a place that looks like my home
country ». In few words « this is the community I make part ».
Clearly there are no other bars in LKF where we could find this fever, this crowd and
those so characterized customers.
What cues does our target use to infer which bar is superior to
others?
If we want to be fair and rational our target should try every bar, but it is impossible, this
option will be too time costing. And we must remind that most part of our target is in
group, so if a change has to occur (trying a new bar for instance), it involves the
agreement of everyone. In this case the differentiation is a matter of feeling, and
projection. The differentiation using the imaginary of our target will decode the
perception he feels exposed to a particular place. Even without going into the bar our
target will in a first time evaluate elements such as:
1. other customers in the bar: who they are, what are they doing, their mood;
2. Ambiance: light, music, TV, furniture;
3. Place layout: seats, table, bar...
After this appreciation our target will imagine himself in the bar (projection), the
difference between this projection and what he is expecting when he goes out, will allow
him to assess is personal appreciation of the bar.
If it is made over a bigger sample, he will make his own ranking. Finally he will submit
his conclusion to his friend and generally the place which will gain more sympathy will
be chosen.
C. Purchase issue
Many things may influence consumers when they purchase. In our case: when a
consumer is in a bar and buys a drink. In this paragraph, we are going to study how its
personal mood and need, the bar's atmosphere and the situation can influence the way our
target purchases.
Mood and Needs

Needs
We mustn’t forget that drinking in a bar is responding to a basic need: the thirst. In fact
the role played by this physical need is not so important as it should actually be: yet if our
target is very thirsty it may begin by a non alcoholic drink or a light alcoholic drink. But
fulfilling this physical need doesn't mean the consumer will stop purchase because this
need will be replaced by other goal.
Mood
Drinking in bar is a social activity, to enjoy it people must be in good mood, open with
people and feel comfortable: everybody knows that alcohol can be an easy way to lose
sense of reality and to be more relax. So the way consumers feel in bar and their humor
really influence the way they consume.
Here are different typical moods of our target and the way they consume:
>Our target goes out after a stressful working day, we know that usually it takes times to
forget business problems – in this case yet people have to forget their work quite
instantaneously and be funny. If our target doesn't feel at ease it might be more disposed
to drink a lot at the beginning of the evening or taking hard drinks.
>On the contrary, our target is likely to go out with colleague or to try belonging to a
network that is why he must stay on control and won't drink a lot and sophisticated
drinks.
Role play
As we say, drinking in a bar is a social activity whose goal maybe to meet new people
and relax with friends. That is why people might modify slightly their image to impress
other people or to give a friendly image of themselves for example by purchasing
expensive alcohol or offer drinks to other – in the Stormies our target is more inclined to
get 4 biers in the same time for friends than just one for himself. For example we have
observed a business man coming by MTR eating a sandwich because it was cheaper than
going in the bar ordering an expensive alcohol and paying a round for all its friends.
What actions are made to influence our target's purchase:

Our bar influence consumer's mood thanks to its warm and relaxing atmosphere (see part
on bar's atmosphere), here are some actions which can be added to the strategy:
> Need: to give things to eat but which also makes you feel thirsty (like peanuts).
>Mood: to placard an attractive menu of the cocktail on the wall
> Role play: to placard price of wine bottle or make 5L bier barrel offers
Bar's Atmosphere
The atmosphere can also play a big role in consumer's mood – basically if a consumer
feels good in a bar he will stay longer and will order more. In this table we have
described the ambiance of the Stormies and 2 competitors: we have put in blue factors
which influence positively our target (feels at ease and consumes more) and in red the
factors which could be improved.
Stormies Competitors 1 Competitor 2

Light Soft and warm light but clear Dark light with coloured spot Soft light
enough to read
Temperature Air conditioned but not too Air conditioned but not too cold Air conditioned but not too
cold cold
Odor Small food odor because the Tabaco odor No odor
bar has also a restaurant
Decor Chic but casual decor , quite Black wall and black sit, Metallic - zinc seat and table,
personalized with paintings , nothing on the wall not very chic
blue sits and woods on the
wall. One TV in the bar. Bar
decorated with lots of sport
trophee
Music Playlist - The music is pop Music very loud, hard to talk, Music not really loud, easy
rock-quite loud but you can hip hop music to talk, but perturbed by the
ear people talking other bar's noise
There is music outside of the
bar as loud as inside
crowded There are a lot of people Bar very crowded, not a ot of People have all the place to
inside the bar but more people at the entrance because seat, there is no empty place.
outside the bar – it's difficult most of them are on the dance The space near the counter is
to enter the bar or even to see floor really crowded
the entrance ! But it also show
that this bar is famous and
may attract people
co-consumers People are all Businessmen / women but also Businessmen and women,
businessmen/women, well a lot of younger people (around couples, more than 30 years
dressed, around 30 years old 20 years old) old – not so well dressed
Place of the In the middle of lan kwai The bar is more off center than Middle of Lan Kwai Fong.
bar fong, just at a corner (more the Stormies even if he's in Lan Big bar and big terrace
place outside for people). Kwai Fong too
Small bar without terrace The bar is quite big but there is
no terrace.
Place of the In the middle of the bar The counter is in the middle of At the entrance on the left –
counter in the the bar large counter leaning the
bar wall
Seats and There are not a lot of seats (5 Not a lot of table, tables are Lots of table outside on the
table tables). Tables and seats are leaning on the wall, they are terrace, table and seat are
high so people can either sit or high high
stand near the tables. No table
outside of the bar
Dance No place at all for dancing Big place for dancing in the No special place for dancing
back of the bar but still some place where
people can dance
The atmosphere is a big part of the Stormies' success: in the table above, we can see that
most of the features have a positive influence on the purchase behavior. Thanks to the
warm light and the personalized decoration customers feel at ease, most of the customers
are all from the same segment which make it easy to engage in conversation, the music
fits totally with our target, the emplacement in the street is practical to gather people and
the layout of the bar makes people order easily. Problems come mainly from the size of
the bar: people cannot sit, the entrance is crowded. But in fact the Stormies managed to
turn it into advantage: they put fan and music outside so that people have more space and
feel at ease in the bar as well as outside the bar; Stormies' waitresses even take order from
outside. Finally people have spent their day working in an office and like to be drink
outside.
Situational influence
Surveys have shown that few minutes before ordering, people don't know what to drink.
It is the same assessment for the reordering: when people come into a bar they don't
know how many drinks they are going to order. Even if our target usually knows what it's
going to drink and has its habits, situational factors may influence the way it purchases.
Co-consumer Influence
Co-consumer Influence
Friends Our target will be more likely to drink a lot and stay longer
with friends or to pay round.
Co-worker Our target is more likely to leave early after one or two
biers.
boy/girlfriend Our target would like to sit, stay longer, not drink a lot but
maybe quite expensive alcohol (wine, cocktail)
It seems that friends are the most profitable influencer cause they drink a lot and quite
fast, a way for the Stormies to attract more groups of friend (than boy/girlfriends for
example) would be to offer a drink to the person which orders a round for all its friends.
Ordering a drink : time influence

When it comes to purchase, waiting time really matters. In bar our target would have to
let their friends and stop conversation to order a drink at the counter. He may take time,
demand effort to catch the barman's attention. On the other hand, as our target is used to
this bar it will find easily the barman and order will take less time. Furthermore our target
knows a lot of customer in the Stormies so he generally finds someone to talk with when
he's waiting. Our observation shows also that the queue in the Stormies is not very long.
Indeed to improve service's rapidity, Stormies' waitresses are taking order outside to
avoid people to queue at the counter.
A good way to improve people's feeling toward queuing to have a drink would also be to
ask barman to serve drink and to make cocktail in an attractive way, to placard recipe or
more decorations on walls...
Price, Offers and « promotions »

Stormies' prices are more expensive than other Lan Kwai Fong's bars. Normally it should
influence consumers, however our target earns a lot of money and doesn't pay too much
attention to price: they don't look at the menu before ordering, they sometimes pay for
other people and they pay after each drinks so at the end they don't know how much
money they have spent.
In this bar there is no special offer, only on Thursday for girl there is the « Ladies night »
: the Stormies as well as other bar give free cocktails to women. This offer tend to be the
normal trend in most LKF's bar, however some bars offer every kind of drinks to women
on thursday. These are more crowded on Thursday and tend more to compet with the
Stormies
We don't think our target is influenced by price promotion (for example tonight tequila
shot are half prices) but special offer can make our target consume more : if our target
sees an offer for two beers, even if it doesn't care about the price, it may order 2 biers
even if it needs and wants only one.
Increase purchase's number and spontaneous purchase

As said bellow, our target might change its mind just before ordering, that's why the bar
should do everything to ensure that our target will change his mind to a more expensive
drink. The second point is that the number of purchase can be influenced by the bar.
Currently, the Stormies shows just great bootle of expensive alcohol in order to make our
target want to purchase this kind of alcohol.
But it could also communicate on special cocktail, brand, etc. For example some bar have
advertising sticked on their table, use branded beer mat, put some drink advertising on
TV instead of classical advertisings, put brand on their waitresses' uniforms (Tiger beer
dress).
Concerning the purchase's number, the Stormies is taking advantage of the situation. As
people standing up cannot put down their glasses or bottle we have observed that they are
more likely to drink faster. This is actually a good thing while around 70% of the
Stormies' customers have to stand up outside. For people seating, barmen have to care
about empty glasses and remove them from the table as soon as they are empty. Indeed
people won't stay in the bar without any glasses on their table and will either order
another drink or leave the bar and let the table free for other people.
D. Post-purchase issue
In this post-purchase issue analysis, we are going to determine what’s the consumer’s
perception of the Stormie’s service once he has consumed it and how is it formed. In a
bar, we almost use our five senses to appreciate the quality of the place: The sound, the
tastes of the drinks, the light & décor, the quality of the material use for the bar and the
smell (witch can be negative is the smell of cigarette is too strong, or positive if it is a
well known bar for cigar’s smokers.) But if we look beyond this explosion of senses that
a consumer experiment when entering in a bar, what determines whether the consumer
will be satisfied with our product? Witch brings us to the second question, what are
customer needs & expectations? And finally, are we able to meet those needs and
expectations?
Determinants of consumer’s satisfaction

What are customer needs? Classified by importance:
A place to spend time with friends & meet new people

1. Music is the key element that attracted customers to the Stormie’s. There are
two main effects that their play list enable : The direct effect is that the
customer will be please to hear music he appreciate and remember him his,
and the second effect is that he will expect find in this place people who are
more or less on the same wavelength, because of their musical tastes.
2. Co-consumers: It is easier for foreign people to meet and become friend with
people in the same situation as them, because when people live in a foreign
country they have to build up again a network of friends and they are much
more likely to make new friends when going out.
3. Drinks: Foreign business people expect from an “expatriate oriented bar” to

have the variety and the knowledge to offer them the drinks they use to drink
in their country of origin. (cocktails, wines & specific alcohols)
4. Décor, sound volume & light: Those are elements witch the consumer do not
notice but appreciate, it creates an ambit pleasant to consume & spend time.
Does the storming bar answer well to the customer needs?
1. Our bar is “western” customers oriented: The music & the décor appeals to
western countries. And it is also oriented to >35 years customers, because the
music is “retro”. This strong identity allows it to attract a lot of foreign
businessman, and the bar benefits form the snowball effect.
2. We can say that the Stormie’s succeed in satisfying all the senses of
consumers, because theirs drinks are goods, there is enough light to move
easily through the bar and the décor is adapted to every culture, the music
allow people to speak with each other and appeals to the best times of their
youth, the bar is clean and with quality materials, pleasant to touch, and the
place is very well ventilate, to avoid excess of cigarette smells, and there even
are ventilator airing the street for consumers standing outside.
In conclusion, we can say that, by answering both senses & social needs, the Stormies
succeed in satisfying its customers. But there are externals factors that the Stormies can
hardly avoid / control witch can damage consumer’s satisfaction:
Threats to consumer satisfaction

As the stormies have small place to welcome its consumers, when people flock to the bar,
almost 60% of customer have to stand out of the bar, on the road. Shortage of space
brings 3 problems:
• If it starts to rain, consumers may become very upset

• When people start to leave LKF, the Taxi doesn’t stop disturbing
consumers.
• It is very difficult to enter into the bar and reach the counter.
What solutions can the bar adopt to counter those negatives effects?
• offering big umbrellas when it rains

• Ask to the town council to let enter taxi into LKF only after midnight,
when the flock of consumer is gone justifying with safety reasons.
• Hiring more waiters to allow consumer to order without having to
enter into the bar.
Will the consumers come again?
Does the price paid for the service meet his psychological price?
People from different background have different psychological prices, young people
compare to seven / eleven prices and think that the price is expensive and for the western
businessman might compare with the bars in their country of origin, and in most of the
cases, the price is very close, maybe a bit lower.
What factors can push him to come / not come again?
1. Friends: if one of the customer’s friends doesn’t like the bar, he will ask for
the whole group of friends to go to another place. How can the stormies
encourage friends groups to come again: Special promotion offer: when a
friend offers a drink to all his groups of friends he gets a free drink, or he can
choose the next song.
2. Weariness: People might find very repetitive to go always to the same place
with the same people and may want to discover new bars and see new parts.
Stormies can avoid weariness by moving the furniture, by suggesting new
drinks to try (the “new” drink of the night: kind of barman’s special
innovation), by keeping attracting new consumers, to allow people to meet
different people (If someone bring one friend for the first time, he get an extra
cocktail for example). Inventing Special nights themes: it exist lady’s night
on Thursday, they may can make a “Pod-cast night” (people voting the song
they want to hear when ordering), or other themes.
3. But we also have the opposite effect of weariness, meaning that when people
get use to go there, they will want to be there even more, because they feel
like at home. We can improve this by developing personal relationship with
customers, if a waiter sees that a customer come very often, he might try to
make him feel special. Meaning when he will come with his friends, his
friends will notice that he is an important customer for this bar, and he will be
more prone to bring friends and to motivate people to go to the stormies
4. If people have an excess of this lifestyle, going out, meeting new people each
night, they might reject this behaviour, and feel that they are not building
anything.
Does this person tell others about his/her experiences & influence their
decisions?
People are generally proud to say that they have an active social life. And going out,
spending time in bars, meeting new people and having good time with friends is seen as
socially healthy.
If they have a good time in the bar, then customers when they will talk about their week-
end, they will mention the bar as a good place to be. Also when they will be dating with
friends, their friends will be grateful to discover a new good bar. But if they had a bad
experience with this bar, they may convince their friends to go somewhere else when
deciding witch bar they will spend their night.
Conclusion
Consumer's perspective Marketers's perspective

During the working day our target forms the Because of it reputation the Stormies is
need to gather and have fun around a drink becomed the meeting point for our target after
after work work
They want to have a special place where they They know that what ever the day they will
can feel like in their home country come they won't be disapointed and could
The place must be well located for a more enjoy the moment
convenient return to home The Stormies is well situated, close from the
living place of
Atmosphere Atmosphere
Our target just come from office and need a casual create a w arm and personalized atmosphere w here
atmosphere w here he people can be at ease
can relax - this place must be like home. Our target (good temperature, no odor). The music play a great
avoid stressful and role and has to be
noisy bar. chosen cautiously.
Sitting/standing Sitting/standing
Our target like to sit in a bar and like having space There should be a lot of sit and table and enough place
(w hen the bar is to move
n eas
The day after : They enjoyed their night and The bar meeted their expectations, and it is
will be willing to go back to this bar easier to go back to the same bar for them.It
Theirs friends will remind them the good time will also allows the consumer to take new
they had in the bar people to this good place he knows very well
and people will be thanksfull for it.

Consumer Behavior of Drinking Beer in Lan Kwai Fong, Hong Kong

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Consumer Behavior of Drinking Beer in Lan Kwai Fong, Hong Kong

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Mark242 The Behaviour of Consumers at bars in Lan Kwai Fong Page 1 of 25

MARK 242 (Fall 2008)

LAU Yuet Wah Rosa mn_lywa

HO Man Chai ac_hmc

BRINET Matthieu Alexandre R bm_bma

BAS Carole Noelle Catherine bm_bcn

CHRIQUI Kevin Gontran bm_ckg

KWOK Emmy Tsz Ting mk_ket

Part 1, From consumer's perspective

Part 2, From marketer's perspective

A. Basic Information of Lan Kwai Fong

The “Office hours”

B. Data Collection Method

Age Origin Students Working people Tourists

D. Main Consumers’ Segments in LKF

- Have a drink and sit down

- Like to order wine serving

General description of our target group

When ordering drinks, it is somehow a difficult process. As when a businessman, one of

First of all, we want to describe briefly our bar's marketing mix:

The particularity of our topic is that we can categorize the consumption as an

Attitudes formation toward bar

1. Reputation of LKF: it is an area dedicated to entertainment with a large

Mood and Needs

need will be replaced by other goal.

What actions are made to influence our target's purchase:

Stormies Competitors 1 Competitor 2

Ordering a drink : time influence

Price, Offers and « promotions »

Increase purchase's number and spontaneous purchase

Determinants of consumer’s satisfaction

A place to spend time with friends & meet new people

3. Drinks: Foreign business people expect from an “expatriate oriented bar” to

Does the storming bar answer well to the customer needs?

Threats to consumer satisfaction

• If it starts to rain, consumers may become very upset

• offering big umbrellas when it rains

Will the consumers come again?

What factors can push him to come / not come again?

Consumer's perspective Marketers's perspective

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