The consumer decision-making process is a framework that most people use when acquiring goods or services. This scenario will apply the first three stages of the consumer decision-making process to ordering Italian takeaways in Salt Lake City, Utah, without any impact from targeted advertising. Through the steps of this process, one can demonstrate how a consumer behaves when presented with the task of choosing an Italian restaurant for takeout.
At this point, I realized I wanted Italian cuisine and desired the ease of ordering takeaway. As such, I began the first step of the consumer decision-making process: “need recognition”. In addition, I realized I had preferences for the sort of Italian cuisine, the eating experience, and the price range I was prepared to contemplate. I began my investigation in the second step, which is “information search.” My investigation began with a broad web search for “Italian restaurants in Salt Lake City.” This preliminary search produced a list of Italian eateries in the metro area. I also made a point of searching for restaurants on Instagram.
In the third step, evaluation of alternatives, I analyzed several characteristics of the Italian restaurants I discovered. These characteristics included the menu prices, the availability of delivery services, and the atmosphere. I found that Instagram was especially useful in determining the latter, as the photos were more likely to be candid than those on the restaurant’s website. I also considered consumer feedback and ratings to assess the quality of their service. Following my research, I discovered numerous Italian restaurants, such as “Valter’s Osteria and I was especially impressed by “Osteria Amore.” It served both Northern and Southern Italian cuisine, which suited my tastes. Judging by the establishment’s well-curated Instagram account, the restaurant also featured a lovely interior design and a welcoming environment (Osteria Amore). Finally, the price range was within my budget, making it an appealing option.
To conclude, the consumer decision-making process taught me the value of comprehensive research when making decisions, especially in a new location. In the fourth step of the consumer decision-making process, I decided on “Osteria Amore” as my preferred Italian restaurant for takeout. In my situation, I valued the ambiance of the restaurant and a relaxed eating experience; nevertheless, another customer may make their choice based on convenience of location or any other characteristic. Consumer preferences might differ, and what appeals to me may not appeal to another.
