Consumer Decision Making Writing Assignment<\/p>\n
For this assignment I am going to discuss Buyer Behavior and my consumer decision making process. I will focus more specifically on the 4th stage (purchase) in the context of my decision in selecting an Italian restaurant in Salt Lake City, Utah for dinner. <\/p>\n
Consumer decision making is a 5-stage process that we all as consumers employ daily to make a final purchase decision. The 5 stages as it relates to my choice of restaurant are:
\n1.\tRecognition of a problem or need \u2013 my need to eat dinner and where to go.
\n2.\tSearch for information \u2013 using online platforms such as google reviews and services such as
\n yelp to assist in my brainstorming.
\n3.\tEvaluation of alternatives \u2013 reviewing various Italian restaurants to see which closely match
\n my desire.
\n4.\tPurchase decision \u2013 after weighing the options, deciding on a restaurant and meal.
\n5.\tPost purchase evaluation \u2013 did the restaurant and food consumed satisfy my wants and needs. <\/p>\n
As previously stated, I will delve further into stage 4 \u2013 my consumer decision making process. After going through the motions of stage 1 and 2, without any previous knowledge of the area or targeted ads, I hopped online and onto google and yelp. Upon reviewing various restaurants and looking at external factors such as proximity, affordability, ambience, and the menu I narrowed my choices to 3 restaurants:
\n1.\tCaffe Molise on 404 S W Temple Street, Salt Lake City, UT 84101 (4.5 stars\/2911 reviews)
\n2.\tStanza Italian Bistro & Wine Bar on 454 E 300 S, Salt Lake City, UT 84111 (4.4 stars\/853
\n reviews)
\n3.\tCucina Toscana on 282 300 W, Salt Lake City, UT 84101 (4.3 stars\/547 reviews)<\/p>\n
I used a combination of ratings and reviews from fellow consumers along with the descriptions provided of the restaurants on google and the menus offered to further influence my decision.
\nThe use of reviews, as an external factor, helped to paint a picture of what appealed to consumers of Salt Lake City <\/p>\n
I then turned my attention to the description of each restaurant and the illustrative words such as \u201cart-filled\u201d for Caffe Molise, \u201cclassy, multilevel, sophisticated\u2026\u201d for Stanza and \u201ctrendy, upmarket\u201d for Cucina Toscana. This along with imagery provided by both consumer and establishment helped to provide a better sense of the ambience and overall vibe of each restaurant.
\nWhile all the factors mentioned above played a role, my ultimate decision rests in the menu offered. At this point I also utilized descriptions and pictures of each dish to get a sense for which resonated with me the most. I decided on Stanza Italian Bistro & Wine Bar which offered the duck breast entr\u00e9e \u2013 cooked medium rare, ravioli with duck confit, goat cheese, roasted leek & fennel, chestnut honey, and ginger glazed heirloom carrots, creamed sweet corn, pea shoots, candied oranges, and leek confit for $42. This restaurant and menu\/dish were able to effectively use, in that moment, all the factors such as proximity, price ambience etc. to solve and satisfy my initial problem \u2013 what to eat in Salt Lake City. <\/p>\n
After evaluating and ultimately deciding on a restaurant and meal which came down to my personal preference and palette, other consumers may have similar taste which would drive decision making in terms of meal choice. With respect to restaurants, I personally fall on the more adventurous side and tend to choose places with a more eclectic menu. In this case I would be willing to overlook price if the product offered fits my desire. Whereas other consumers may choose to take a more conventional route, given the lack of knowledge of the Salt Lake area, and go with a chain restaurant such as Olive Garden which offers a more standardized product and affordable price. <\/p>\n
Prior to my choosing Stanza, I would have thought the consumer decision making process to be complexed with terms such as \u201cRecognition of problem or need\u201d simply meaning what do you desire in that moment or \u201cPost purchase evaluation\u201d \u2013 did you enjoy after selecting then using\/consuming. <\/p>\n
In conclusion I have come to realize this is a process that we as consumers undertake several times a day. The frequency of this process makes it understandable why marketers would assemble teams (decision making units) to influence buyer behavior and contribute to the decision-making process. However, while this may be true, in this instance, in my selecting a restaurant, the purchase decision was influenced more by peer review and my personal taste vs product offered. <\/p>\n","protected":false},"excerpt":{"rendered":"
Consumer Decision Making Writing Assignment For this assignment I am going to discuss Buyer Behavior and my consumer decision making process. I will focus more specifically on the 4th stage (purchase) in the context of my decision in selecting an Italian restaurant in Salt Lake City, Utah for dinner. Consumer decision making is a 5-stage […]<\/p>\n","protected":false},"author":8174,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"portfolio_post_id":0,"portfolio_citation":"","portfolio_annotation":"","openlab_post_visibility":"","footnotes":""},"categories":[12],"tags":[],"post_folder":[],"class_list":["post-3691","post","type-post","status-publish","format-standard","hentry","category-consumer-decision-making"],"_links":{"self":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/posts\/3691","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/users\/8174"}],"replies":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/comments?post=3691"}],"version-history":[{"count":1,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/posts\/3691\/revisions"}],"predecessor-version":[{"id":3692,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/posts\/3691\/revisions\/3692"}],"wp:attachment":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/media?parent=3691"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/categories?post=3691"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/tags?post=3691"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/post_folder?post=3691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}