consumer behavior research project
TRANSCRIPT
Consumer Behavior
Research ProjectShane Palazzi, Matt Houseal,
Stanley Anton and Ryan DePinto
The Bar SelectionDecision Making Process
Stanley Anton, Ryan DePinto, Matt Houseal & Shane Palazzi
The Survey Questions
1. What is your favorite bar? Why?
2. What is the first factor you consider when going to a bar?
3. How do the people you go out with influence your decision?
4. Does the distance of the bar have a significant impact?
5. Do you consider specials/happy hour promotions offered when deciding what bar to choose on a given night?
6. What is the ideal type of atmosphere you look for in a bar?
7. How does transportation play a factor in the decision of which bar you go to?
The Survey Questions
8. Do you take into consideration the proximity of
food to the bar or the dining menu that the bar offers?
9. Do you prefer dive bars, sports bars, or lounge bars?
10. Does it matter whether the bar has ample seating or are you comfortable with standing at a bar?
11. Is the music or entertainment a factor in which you make your decision?
12. If you are going to the bar for an event (birthday, graduation, etc…) does that influence the place you choose to go?
13. Any other factors that you would like to mention when making your decision?
Background Information
Age Income Race Residence Occupation Preferred
Drink
58 > $100,000 White Suburban Financial
Services
Pinot Noir
33 $25,000 - $50,000 Black Urban Nurse Long Island IT
35 $50,000 - $75,000 White Urban Insurance Cran Vodka
24 < $25,000 White Urban Renovations IPA Beer
51 > $100,000 White Suburban Mother Wine
34 $25,000 - $50,000 White Urban Q.A. Craft Beer
31 $50,000 - $75,000 Black Suburban Real Estate Craft Beer
27 $50,000 - $75,000 White Suburban Teacher Island Breeze
A
B
C
D
E
F
G
H
Interview A
Who is the interviewee?
58 year old, male financial services provider from suburban Blue Bell, PA
Divorced, thrifty, business-oriented extrovert with two adult children
Survey Results:
Favorite bar is The Lucky Dog
Looks for a full bar dining menu
Not willing to drive far at all
Seeks a diverse, fairly priced wine menu
Decision
Funnel A
Location: within 10-15 minutes
Food: always eats at bar
Drink Selection:
prefers wide range of
wine choices
Price: fairly
priced wines
Seating:
ample
tables
Interview B
Who is the interviewee?
33 year old, female nurse from urban Newark, NJ
Engaged, eccentric, high-spirited introvert
Survey Results:
Favorite bar is Blitz Sports Bar
The prices of mixed drinks is her highest consideration
Willing to drive a generous amount
Requires a booth or table
Decision
Funnel B
Location: within 25-45 minutes
Price: will spend no more than
$7 on mixed drink
Seating: refuses to
stand at bar
Food: looks for
quality dining
menu
Entertainment:
enjoys
live
music
Interview C
Who is the interviewee?
35 year old, male insurance salesman from urban Trenton, NJ
Single, talkative, opinionated, political intellectual
Survey Results:
Favorite bar is First & Ten
Looks for fairly priced, decent quality vodka drinks
Expects a full dining menu in addition to drinks
Enjoys the “eating at the bar” experience
Decision
Funnel C
Price: likes cheap mixed drinks
and beer
Food: looks for large
dining menu
Location: within
30-45 minutes
Seating: likes
sitting at bar
Entertainment:
enjoys live
music
Interview D
● Who is the interviewee?
○ 24 year old, contractor from urban central New Jersey
○ Laid back, extroverted, frugal foodie
● Survey Results:
○ Favorite bar is Yogi’s
○ Transportation heavily weighted during decision making process
○ Prefers somewhere equally close to everyone
○ Separates experiences between weekend and weeknights
Decision
Funnel D
Transportation: Needs to establish who is
designated driver firsthand
Company: Makes communal decision when
meeting up with multiple people from
different areas
Food: Prefers bars with good,
affordable food
Entertainment: Enjoys live
music or fun songs to
sing along with
Atmosphere:
Wants ample
lighting
(not too light/
dark)
Interview E
Who is the interviewee?
51 year old, stay-at-home mother
from suburban West New Jersey
Energetic, frivolous, sociable mother of two
Survey Results:
Favorite bar is The Rail
Favors bars within walking distance or close
enough where she can be picked up by one of her kids
Decision
Funnel E
Atmosphere: Needs bar to be clean
both inside and out
Proximity: Enjoys local bars close
enough to either walk or have a kid
come pick her up
Specials: Feels more inclined
to go in when specials are
well advertised
Food: Enjoys decent
weeknight dining
experience
Seating:
must be
seated
Interview F
Who is the interviewee?
34 year old female, vegetarian, works in quality assurance, graduate student,
enjoys outdoor activities (hiking/camping),
independent personality, from suburban Edison, NJ
Survey Results:
Favorite bar is Morris Tap and Grill
Needs large selection of
vegetarian options and craft beers
Prefers small crowds in an intimate environment
with “homey” atmosphere
Environment: laid back and mellow; not
too crowded or loud
Drinks: Looks for places with craft
beer options
Food: Wants bar to offer
multiple vegetarian options
Travel: up to 45
minute drive
Final consensus
made
considering
time of
day
Decision
Funnel F
Interview G
Who is the interviewee?
31 year old, male project manager from suburban Newtown, PA
Independent, sociable, athletic, former football player
Survey Results:
Favorite bar is Black Horse Tavern
Values large selection of lagers
Will eat at bar but likes places within
walking distance to late night eateries
Doesn’t care for noise or loud clientele
Decision
Funnel G
Environment: laid back clientele; not too loud
Price: looks for craft beer and
appetizer specials
Travel: not more than 15
minutes
Food: generally
eats any bar food
Entertainment:
live music
Interview H
Who is the interviewee?
27 year old, female business professor in suburban Fairless Hills, PA
Former collegiate basketball player, extroverted, energetic newly wed
Survey Results:
Favorite bar is Green Parrot
Goes to bar in different school district to avoid students
Mixed drink and craft beer specials are preferred
Eats at bar if kitchen is open late
Decision
Funnel H
Environment: enjoys noisy
camaraderie of a sports bar
Location: in a different school
district 15 minutes away
Specials: mixed drink/
craft beer
Food: kitchen is open
until 2am
Seating:
always
standing,
watching the
game
Most Considered Attributes
Evaluative
CriteriaA B C D E F G H
Entertainment 2 4 3 5 2 4 5 5
Food 5 4 5 4 3 5 3 3
Price 3 5 5 3 3 1 4 4
Specials 1 1 2 3 1 1 3 4
Location 5 5 4 4 5 3 4 5
Seating 3 5 4 2 4 3 3 2
Drink Selection 4 2 3 1 5 5 4 4
Interviewees
Min: 1
Max: 5
Collective
Decision
Funnel
Location: Travel time to bar or proximity to home
Food: People look for a diverse food menu
with many options
Entertainment: Live music and
atmosphere of bar
Price/Drink Selection: Fairly
priced quality drinks
35
Seating: Sufficient
amount of tables/
stools
32
Specials:
Viewed as
a nice
bonus
30
28
27
16
Ideal Bar Selections Per Demographic
Evaluative Criteria Bar A Bar B Bar C
Type of Bar Local Dive Bar Sports Bar Lounge Bar
Price $ $$ $$$
Menu Medium Large Small
Specials Drafts Nightly None
Interviewee(s) who
fit evaluative
criteria
B, C, D, F A, B, C, D, E, H A, E, F, G
Evaluative Sets - Interviewees A & D
Awareness Set:
Molly’s, McGrady’s, TallyHo,
Broadway Social, Social Still,
Funhouse, Soto’s, The Bookstore
Unawareness Set:
McCoole's’, Eagle Hotel,
Pub I, Braveheart
Evoked Set:
Social Still, The Bookstore,
Broadway Social
Inert Set:
McGrady’s,
Soto’s
Inept Set:
Molly’s, TallyHo,
Funhouse
Alternative Selected:
Broadway Social
Alternatives Considered:
The Bookstore, Social Still
Correlations & Outlying Factors
Trends
Location
Preference for bars within walking distance or typically no longer than a 25 minute drive
When meeting up with people, bar must be in same proximity to all parties
● Food
○ Availability of food at or near the bar of choice is the second most important data point
○ In evaluative criteria, none of the interviewees ranked food lower than a 3 out of 5
Outlying Factor
Specials are surprisingly not of high importance to any interviewees in selection process