Consumers Decision Making:
As a consumer who has just moved to Salt Lake City, Utah, and wants to order Italian takeout, I would start by going through the first three stages of the consumer decision-making process: need recognition, information search, and evaluation of alternatives.
In the first stage, I decide what I want to eat and which cuisine and type of food. In this need recognition stage, I crave Italian food and would like to order takeout. This could be triggered by factors such as hunger, a desire for convenience because this is the most common cuisine in the United state, or simply a craving for Italian cuisine.
In the second stage, in the information search stage, I would begin my research to find Italian restaurants in Salt Lake City. Since I have no prior knowledge of the area and have not seen any targeted ads about the restaurants, I would rely on online sources. I would use search engines like Google and food apps like Uber Eats or DoorDash to find Italian restaurants in the area. I might also ask for recommendations from locals, friends, or colleagues familiar with the city.
In the third stage, During the evaluation of alternatives stage, I would consider the attributes of each Italian restaurant that I come across in my research. I would look for information such as the type of Italian food they offer (e.g., traditional, modern, regional specialties), the atmosphere of the restaurant (e.g., fancy, casual, cozy), the location (e.g., proximity to my home), the availability of delivery or pickup options, and the price range. I would also look for reviews and ratings from previous customers to gauge the quality of food and service. And from my experience, the most important thing that affects my decision is what I have in the schedule. If I’m available, I will look for a good restaurant with good reviews that maybe not be so close to my location. On the other hand, if I have a busy schedule and don’t have much time, I will look for a cheap place close to my home or workplace.
In the fourth stage, Based on my research, I might come across several Italian restaurants in Salt Lake City that could be potential options. For example, I might find a fancy Italian restaurant located downtown that offers gourmet Italian cuisine, has a cozy ambiance, and offers both pickup and delivery options. On the other hand, I might also find a casual Italian pizzeria closer to my home that offers affordable prices and quick pickup service. Ultimately, as part of the fourth stage of the consumer decision-making process, I make a decision based on my preferences and needs. For example, if I am in the mood for a fancy Italian dinner and willing to splurge, I might choose the upscale Italian restaurant downtown. However, if I am looking for a quick and affordable option for a casual dinner, I might choose the local pizzeria.
In the last Stage, the post-purchase behavior stage, after I ate the food, if I would be satisfied or not with the food and the service depends on which kind of restaurant I chose. I will evaluate my experience and decide if I want to recommend this restaurant or not. I can do it by post reviews on the food apps or on the website and also by recommending my friend and my co-workers when they look for a place to eat.
In conclusion, as a consumer who wants to order Italian takeout, I would go through the consumer decision-making process. I would rely on online research, using the phone to find recommendations, and reviews to identify the restaurant that fits me the most. Eventually, Consumers rely on various attributes, such as type of food, ambiance, convenience, and price range, to evaluate and compare options. External factors like online reviews and promotions also play a role. Consumer preferences can vary based on individual tastes, needs, and priorities, such as cultural background, experiences, and budget. Marketers should understand and consider the diversity of consumer preferences in their marketing strategies to create relevant and appealing campaigns that resonate with their target audience.
