Corporate social responsibility is a management strategy where companies integrate social and environmental concerns into their business operations. The company tries to integrate itself into the society. It tries to bring people together and even to improve their living standards at all levels. By launching the plate4plate initiative in 2011, the company donated a plate of food to the developing world for every plate sold at Zambrero. It, therefore, shows that the company is trying to integrate itself to society of the developing world. The company, through this initiative saw a donation of 1 million plates to the developing countries. It acted as a measure to enhance poverty alleviation.
Through, the corporate social responsibility, the company was able to raise awareness to the society. The society was, therefore, made aware that there is a company named Zambrero. They tasted the food and found it was good. Therefore, this saw the increased sales in the company's products, depicted by the long queues. The customers, today, are usually aligned to the love that they receive from the company. If the company is philanthropic, it means that it has an adept love for humanity and would always try to take care and nourish the society.
The company was very philanthropic and that is why it would go ahead and give the donations to the less fortunate as an act of love for humanity. To reciprocate this love, the society would, therefore, purchase more of the company's products. The company improves its sales and therefore, earns more profits. Other foundations and companies such as Imagine Foundation are using this philanthropist strategy so as to improve their customer base. In the current business world, a business has to be philanthropic and at the same time take the corporate social responsibility for it to survive the current competition.
Most university students within the age bracket of 18 to 25. Therefore, when the company says that it targets the age of 18 to 25, they mean that they are targeting university students. University students are at an age when the body requires much energy for the majority of the body functions. Therefore, they require eating healthy food. It is the food offered by the company. Therefore setting the company in or around the university would be a good business location where the business would be in a position to win a bigger customer base. The university student requires very healthy and nutritious food. Zambrero would offer the ultimate solution to the needs of these students by providing them with its products. It would, therefore, be an ample market for the company. When the company held one of the seminars in the university, they realized that the university students love this food. It, therefore, offered them an opportunity to explore a wider market.
Nature is full of uncertainties. These uncertainties affect the human behavior including consumption. Sometimes a customer may be in need of a certain product but as he or she is planning to go and purchase the same, natural uncertainties set in such as rain. The uncertainty would affect the consumer's consumption behavior. The consumer may end up not consuming the item at all. It is, therefore, of importance for any business entity to have a way of adjusting its programs to such unprecedented changes. These changes are so sudden that the company may not have enough time to adjust for the same. It is, therefore, necessary to study the environment that the company is operating. By operating in or near a university, the company must understand how the institution operates; when is the right time to target the most customers. In a university, there are many uncertainties that may affect the feeding behavior of the student customers.
A student may come from class late and wants to get to the next class on time; the company should have a way to handle such a case. Other things that may affect the students feeding behavior are peer influence and distance from the lecture halls to the shop. The company, therefore, should have a way to counter that. A customer coming late from class, their appetite is high and would consume more. Therefore, the company must ensure that it has enough stock to cater for such students. If such a student comes to the shop and dos not find any food, their conclusion shall be that the shop does not have food at that particular time. Hence this would decrease the company customer base. For a student who is on the run perhaps due to a late lecture or perhaps wanted to catch up with her friends for a movie, they should be given special attention. Offering such students with packed dishes for take away was the best solution. By providing takeaways, the company ensures that it has catered even for a customer who might be in a hurry such that they could not waste time waiting.
A vegan is someone who does not feed on anything related to animals. If such an individual comes to the shop, they should be approached with politeness and friendliness. The company should always remember that the customer is always right no matter what they do or say. Even if there is nothing to offer to the vegan, always reciprocate that gaze with a smile. It would make them spread the good name of the company even if they do not have anything to go for in the shop. Some other situations involve handling drunkards. These are even worse because they already have formulated ideas and we cannot change them. Treat them well so that they would come another day when they are sober.
A rewarding day is a special day when customers are offered free goods from the company as a way of appreciation. The company after realizing their target of 1millon, they offered customers a reward of $5 burrito. The impact of this is that the already established customer base would become loyal to the company as a way of appreciating the reward. These customers would have a feeling of uncertainty because they do not know when the offering of the reward could occur. Therefore, they would shop there daily hoping that the day would come again.
The customers would also spread the gospel to friends who used to shop elsewhere. They may end up influencing their decision so that they change their shopping methods and start coming to the shop. They come here with the expectation of one day receiving an award. It would be an advantage to the shop since it would increase the customer base. Therefore, the offering of the award was significant to the company since survival of a company involves playing with the psychology of the customer. Once a company knows how to play with the customer psychology, it would always win larger markets and more sales.
The purchasing and consumption decision of the consumer relies on the attitude of the buyer towards the product. Therefore, attitude is defined as the emotional, mental or rational predisposition with respect to something. When a customer develops a negative attitude towards a product, the consumer would never spend on it. Therefore, the prayer of each company is for the consumers to develop a positive attitude towards their products. Positive attitude would lead to consumer consuming more of the product. The tri-component model argues that an attitude consists of three major components; cognitive, affect and conative. Cognitive component argues that a consumer's attitude consists of cognition. It nails the perceptions and knowledge that are gained by the experience of direct contact with the object and gathered related information from different sources. This component lead to a customer forming believes about a certain product. The believe would then lead to a certain outcome.
Affective component: this entails the consumer emotions and feelings towards a certain item. These emotions dictate the association between the consumer and the product.Conative component: this measures the consumer's tendency to partake a certain behavior towards the product. It is the component that shows the likelihood of a consumer consuming a product. The purchasing of the Mexican at a quick service restaurant is influenced by the attitude of the buyer and its three components. The customer would first get to know the existence of the Mexican food in the restaurant. Then the consumer would develop emotions towards the food, either positive or negative. From there, the consumer would decide whether to buy the food or not. Therefore, the three components of attitude would explain the rate of consumption of the Mexican food in the restaurant.