16
provides a culinary uniqueness. However, there
is
still
the
old
class
tug
of
war
in
preference between the roadside eatery versus the air-conditioned restaurants, between
Indonesian food versus International cuisines, between home grown “locals” and the
overseas
graduated
and
between
Jakarta
and
the
rest
of
the
country
(Pamuntjak,
2008-
2009).
Recently,
there
has
been
a
downscaling of
formal
dining
and
an
up-scaling
of
cafes which shows
most of the
market are youngster who prefer
much affordable
middle
ground with a nice ambience.
2.2 Theoretical Frame Work
The
next
section
shows
some
theoretical
models
that
are
important
for
making
Marketing Decisions and determining Customer Orientation. The first model is an
integrated
model of Marketing Strategy and Consumer
Behavior.
Then,
a
framework of
the
“Strategic
Wheel
of Performance”
is shown.
Finally,
a
model
of
factors
and
influences
of
Customer’s
Orientation
in relation
to
the
Marketing
Mix
variables
are
presented.
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