KICHI KICHI Situational Influence Analysis

Situational
Influence
Analysis
Lecturer: Huynh Thien Kim
Hoang Minh Chau – s3818349
Nguyen Tuong Lam – s3818322


TABLE OF CONTENTS

01

02

03

04

Introduction

Target Customer

5 dimensions

Conclusion


830 Su Van Hanh, District 10

Introduction

Grand opening: 20/1/2011

Product: Hot Pot, nearly 100
unique hot pot dip products
Concept: Buffeet Conveyor, a
combination of Kaiten service style
from Japan with modern architecture

(Kichi Kichi 2020)

Afordable Price , especially for
student
(Jama n.d.)


CONSUMER NEEDS
Affordable,
Quality meal

Meeting Needs

Social Needs

TARGET CUSTOMER
Young people

Student

Family

Age: 22-35

Age: 14-23

Parents with kids

Live in District 10 or nearby

Studying in Dist. 10 or nearby

Living in District 10 or nearby

Energetic, active, trendy

Energetic, active, trendy

Active, value spending time with

Mid-High income

Mid-High income/ Depends on

family

2-3 times/ month

parent’s income

Mid-High income

1-2 times/month

2-3 times/month


01
Physical Surroundings


Communication situation

Location
●

Located in residential areas​

●

Near a University

●

In the city center

Attract 68, 2% students and family nearby
(Appendix A)​
Easy for people to recognize
Taken by own authors

Ads display

Communication situation

Be placed widely
Easy to see everywhere

Distributed unevenly
Difficult to read

Taken by own authors


Product display

•
•

Dishes are placed on a conveyor belt
Individual Pot

Exciting experience; Comfortable with their own soup

Ambient condition

•
•

Temperature: air-conditioning

Light: bright warm yellow
Make dishes seem to be more delicious; Stimulate

Usage situation

sense of taste (Casani n.d.)

•

Music: US/UK, medium-tempo
Preferred by target customers, positively affects

them (Ferreira & Oliveira-Castro 2011 )

Interior design

•
•
Taken by own authors

Color: yellow of wood
Wall decor: “The Great Wave”
Luxury and consistent with Japanese theme


Taken by own authors

Table setting
•

No private table

•

Some stools are damaged

•

Using high stools

•

Disorganized items and carts

•

No stools for children

Usage situation
evaluation


2
Social surrounding


Usage situation

(PasGo n.d.)

•
•

Taken by own authors

Using publicly
During peak hours when the restaurant is full of customer:

- Concern of customers sitting on the end of conveyor that tasty dishes could not reach them
Staffs actively offer to bring more dishes to these customers
- Customers tend to end up earlier due to the crowded

•

Staff: Professional & helpful, which is 90% of

customers satisfy with the service (Appendix B)


Discount

Discount

On the list of “Discount for student” on website (Kichi Kichi n.d.)
Attract 60% students nearby (Yen & Son 2021)
59,1% recognize the store through the website (Appendix A)

Source: Kichi Kichi n.d.

Source: Kichi Kichi n.d.

Communication situation

Website


Influencers
Communication situation

●

A large number of
followers

Attract a lot of young people

Receive real review
Older people don’t use
tiktok
Limited time for video

Source: Screen shot from Tiktok


03
Temporal perspectives


Usage situation
•

Unlimited time for eating

•

Soup & drinks are served in a few minutes

•

Not take time to order dishes thanks to the
conveyor

•

Wait for favorite dishes on conveyor too long
Ask staff to serve

•

Be able to make reservation

•

May wait for 30 minutes to 2 hours during peak
hours (Yen & Son 2021)

(PasGo n.d.)


4

Task
Definition


Usage situaton

Enjoying hot pot

Spending time with
friends and family


Antecedent State

05

Not pay much attention


Conclusion


Best

Worst

SOCIAL SURROUNDINGS

PHYSICAL

SURROUNDINGS

Good approach to target customer
throughout the website and
influencers

Ads distributed unevenly and
inefficiently outside

Professional and helpful staff

Poor table setting

RECOMMENDATION
▪

Audiovisual materials - display content on TV screens in front of the store
a key
support in promotion; easier to remember and follow; get more attention (Carod &
Martínez 2021)

▪

Remove food carts and damaged facilities

▪

Arrange items neatly

▪

Equip stools for children (impact on both usage and social surroundings)


THANKS!
DO YOU HAVE ANY
QUESTIONS?

CREDITS: This presentation template was created
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infographics & images by Freepik.


Task
Allocation
Nguyen Tuong Lam

Hoang Minh Chau

•

Usage Situation

•

Communication Situation

•

Design Slides (Usage situation and

•

Design Slides (Communication

common slides)

situation and common slides)

•

Customer Needs, Target Customer

•

Customer Needs, Target Customer

•

Recommendation

•

Recommendation

•

Conduct Survey & Interview

•

Conduct Survey & Interview


REFERENCES
Carod JMA & Martínez EC 2021, ‘The location patterns of audio-visual communication firms in Barcelona’, European
Planning Studies.
Casani n.d., Đèn Trang Trí Nhà Hàng Cho Một Khơng Gian Hiện Đại, Sang Trọng, Casani, viewed 31 April 2021,
< />Ferreira, D & Oliveira-Castro, J 2011, ‘Effects of background music on consumer behaviour: behavioural account of the
consumer setting’, The Service Industries Journal, vol. 31, no. 15, pp. 2571–2585.
Jama n.d., ‘Kichi Kichi Su Van Hanh’, Jama, viewed 1 April 2021, < />Kichi Kichi 2020, ‘SUPER DELICIOUS KICHI KICHI TICKETS ONLY AT #179K’, Facebook, viewed 1 April 2021,
< />Kichi Kichi n.d., ‘Buffet for students’, viewed 1 April 2021,
< />PasGo n.d., Lẩu Bằng Chuyền Kichi Kichi – Nguyễn Ảnh Thủ, Pasgo, viewed 1 April 2021, < />PasGo n.d., Lẩu Băng Chuyền Kichi Kichi - Nguyễn Tuân, PasGo, viewed 31 March 2021, < />
Yen, N & Son, P 2021, Interviewed by Hoang Chau & Nguyen Lam, 31 March.


APPENDICES

Appendix A. How customers know about Kichi Kichi Su Van Hanh


APPENDICES

Appendix B. How customers satisfy with service of Kichi Kichi Su Van
Hanh