Youlou Kabasella and his wife opened Kinshasa Abroad, a restaurant in downtown Columbus, Ohio. Because of the diversity of the city and the restaurant’s proximity to Ohio State University, Mr. Kabasella had expected immediate success. However, turnout and revenue have fallen well short of his projections. To help him understand why performance has been below expectations and identify some possible ways to turn performance around, he has hired a marketing research consultant, Bill Christianson.
Immediately after his initial meeting with the Kabasellas, Mr. Christianson reflects on what yet must be learned in order to properly define the marketing problem and then later address it with appropriate descriptive or causal research
At a broader level, what are people in the area seeking when they dine out on different occasions?
a. What types of food and entertainment are they seeking when they go to restaurants on these occasions?
b. Does Kinshasa Abroad provide an experience that is consistent with what is being sought on any of these occasions?
c. What changes might Kinshasa Abroad make in its concept to make itself more attractive to consumer groups in Columbus, Ohio?