I just moved to Salt Lake City with my family and we are hungry but want something filling. Italian is the way to go and usually has great portions. We are pretty tired from the move, so that calls for delivery. Also looking for something with a bigger menu not limited options as we like different things and i have a toddler.

I went to google and found quite a few restaurants. Instead of going straight to the google review list of restaurants i decided to look at an article that had a list of best Italian restaurants in Salt Lake City. We are trying to eat soon so i picked an article that just seemed to stick out to me the most. I chose SaltPlateCity.com’s article because i liked the name and how it advertised and organized the article. After i pulled up each restaurant on a separate webpage and looked through to see which ones delivered.

Now my main thing is what’s on the menu, portion, reviews, and price. Most places didnt have a big menu. I ended up choosing from either Carmines or Siragusas. What i liked about Carmines is that i saw a kids menu even though upon clicking its only two items. Besides that it did have an extensive menu. Decently priced as well. Siragusas as well was decently priced and had a big menu. Both had same ratings with mixed reviews but i found that for food delivery it fit the part. Most reviews were for people who ate in house, so i had to go with gut. If i was feeling a bit more fancy for delivery I would’ve also added Osteria Amore. As the presentation of the food and the dish descriptions caught my eye. Also if you have Margheritta pizza your winning me over just a bit more and that’s something both Carmines and Osteria Amore had. Osteria Amore has smaller plates though and a higher price point.

I ended up choosing Carmines off of simple factors of food presentation. Compared to Siragusas it looked way better. The portions between both places are around the same. The reviews are also around the same, along with price. Carmines is maybe slightly a little more expensive but not a big difference. Even though this Carmines is not same as New York it instantly rings off family style and its a family ran restaurant, which we love! Also the kids menu not much but good enough.

The consumer decision making process is something we do often within our lives. Sometimes its quick, sometimes your going down a rabbit hole on what to order for dinner. It’s really based on need and preference. Some people might not care about price or presentation of food. Or some might prefer to eat out rather than get delivery. This is why certain companies target certain people when marketing. So that they can cater to that specific need.

I realize that I just can’t type or speak in a way that just allows me to answer questions without giving a story. I have recently moved out here to Utah from New York in search of different pastures. Salt Lake City is known for Mormons and its underground caves that people excavate through.  I knew I wanted and needed space away from the Big Apple. So, here I am out here with nothing and nobody. I have a taste for some Italian food and I’m not sure where to go or whom to ask. I’d decided to look up restaurants that could accommodate my insatiable appetite for Italian food, especially spaghetti. Don’t get me wrong, I can get pizza, lasagna, or fettuccine but spaghetti reminds me of home. Just like anything else, every place doesn’t always prepare the food to your immediate liking. Since I don’t have a point of reference to go by here in Utah, I am not going off on instinct to just get it from any old place. I certainly had to do some research.

First, I wanted to know what type of taste of spaghetti I was looking for. My experience with some restaurants is that the fancier the place, the blander the taste gets. I don’t firmly believe that just because there is that is a great rating from the critics it is “stomach law” to eat from there.  I didn’t want an upscale experience either where you were selling ambiance. So, I realized that I am still a New Yorker with attitude, and I believe I have my own personal categories of how I’m going to find my spaghetti. So, after some browsing and looking at what was available from Veneto (romantic), Stoneground Kitchen, Café Trio Downtown and my favorite of the names was Italian Graffiti. That last one almost had me for just the name of the place alone. However, none of them worked because they felt too themed for me. One place is pitching romance. Another is the ambiance. Two of them are a little too pricey for what I’m looking for. I had finally settled on a place where I was able to itemize what was important for me as a patron to want to eat there. I settled on the Old Spaghetti Factory at 189 Trolley Square, Salt Lake City, UT 84102. Here are my categories as to why I chose The Old Spaghetti Factory over the other potential restaurants.

Name Recognition

I have dined at this place before when I lived in Studio City, California for a couple of years. So, the familiarity sold me alone as to why I can eat there. I discovered that they have 40 locations in 13 states along with two locations in Japan, Kobe, and Nagoya. So, they have an international reputation for good service and food.

History

I have always been interested in places that have a history for them. If I remember correctly, the fascination with restaurant history first came into play when I saw Spike Lee’s movie, “Do the Right Thing.’ A good portion of the movie was filmed at the historic pizza place Sal’s Pizzeria. On the walls of the shop were black and white pictures of famous Italian figures. That’s not to say that those were there but it certainly was built on the souls of those figures. The Old Spaghetti Factory first opened its doors back on January 10^th, 1969, by Guss and Sally Dussin. Their message has always been that of family and welcoming people into their restaurant. That’s certainly a New York thing where we spread love to all. Not every place claims that honestly even when they say it.

 Hours of Operation

I can certainly appreciate them respecting a patron’s time off when they can eat. They don’t follow the normal times when you are allowed to eat lunch and or dinner. At 11:30 am when they open, they are already serving lunch until 4:00 pm. I always had an unorthodox eating schedule so finding a place where a late lunch is welcomed thrilled me to no end.  Not really a BIG deal to some, but the convenience certainly helps.

Reward Programs

There is nothing more appreciative than the give back than just the take. The Old Spaghetti Family have programs that give back to the community for their loyalty to being customers. They have a kids’ program called Pages For Pasta Reading program where Schools or Non-Profit Organizations can earn free kids’ meals. They also have the LEO program (Let’s Eat Out) where the Old Spaghetti Factory will donate 15% back to your organization on all pre-tax purchases. Additionally, you have the option of doing it digitally or dining in. Plus, they have reward programs of course for free meals and other memorabilia.

Every marketing checklist isn’t always about the dollars and cents in the corporate setting. Sometimes, it’s really about what is most important to you individually. Those are probably second-tier important to many corporations, but it still has value once it comes down to the conmsumer

If I had just moved to Salt Lake City, Utah, and had no idea what restaurants were in town and wanted to order Italian takeout, I would do what most people do: type Italian into Google Maps and search.

Then I check to see if it’s close to home, if it’s upscale or casual, and what people with experience have to say about it. You check to see if they have the menu you are looking for, the prices and pictures of the food, and if it meets your needs. A restaurant close to your home is best, but if a restaurant close to your home is not what you are looking for, consider a delivery service such as Uber Eats as an alternative.

After the actual purchase, the customer will evaluate whether the taste and quantity of food were worth the price, cleanliness, and satisfaction in total, and decide whether to repeat the purchase. If they like it very much, they may bring a friend or become a regular customer who purchases several times a week.

What this experience shows is that what we usually do without thinking about it is a big decision in business. The time it takes to make this decision may be a few minutes or a few dozen minutes, but many people do it every day. This means that information on the Internet has a tremendous effect over the advertisements you see in m town. Consumers must also learn to use their judgment to find what is appropriate for them among the tremendous amount of information on the Internet. To do this, they need to know what they are looking for on a regular basis.

I just moved to Salt Lake City, Utah. I am hungry and want to eat something to satisfy this need. Therefore, I decide to order Italian takeout. My need recognition step has been met.
Since I am new to this area and even in my usual process of finding takeout food, my first step is to use Google to search for places near me. Including the “near me” component is typical when ordering takeout because I do not want the food to have long transportation in the packaging. I then filter the search selection to show 4.5 stars and above to scan the restaurants with the high scores while also considering the number of reviews. While browsing the reviews, I look at the newest ones to check if there is a positive reputation and look for the bad reviews to see what are common issues, if any. I will then look at the menu and see if I have options as a pescatarian.
After selecting an option, I will look through the other choices to see if there might be something better while also considering the cost. I will compare reviews, location, food, and service through the comments on the web.
While doing this search, I was looking for an Italian spot with fish and vegan options because I was still deciding what I wanted. Since this would be a takeout item, I was not looking for a fancy restaurant because I would prepare to save that for a dine-in experience. I was looking for a casual spot, and the restaurant’s ambiance was not a priority; therefore, the food reviews were more critical. I was looking for delivery options because if it’s a takeout order, I would rather not have to pick it up, and it comes to me instead.
Two of the restaurants I was comparing ended up being Italian pizza places that also served entrees. The first was Stoneground Italian Kitchen, and the second was Settebello Pizzeria Napoletana. Both places had good reviews with 4.5 stars, and the food ratings were positive overall. There was pizza and different options that I sounded good a both. However, after looking at their website, I ultimately decided on Settebello Pizzeria Napoletana. While both websites were good, this one drew me in more, and the food looked great. As well as their about me section shared their detailed story and made me feel like I knew the restaurant more than the other one for some reason. Their brick oven made me want to try the pizza instead of having other total menu items at the Stonegorund Italian kitchen.

As a frequent traveler, I enjoy discovering new locations and immersing myself in different cultures. As a result of my travels, I’ve had the opportunity to visit different states in the Midwest, and I’ve developed a strong appreciation for the region’s natural beauty and diversity. Despite my many travels, I have yet to visit the western United States, and I am eager to learn about everything this region has to offer. If I were to move to Salt Lake City, Utah, and craving Italian food, I will definitely consider visiting Osteria Amore, Caffé Molise, and/or Stoneground Italian Kitchen. They all offer sitting areas which I enjoy as I prefer to sit and eat comfortably while enjoying my meal. These highly rated restaurants will definitely provide a tasty and authentic dining experience.

• Osteria Amore

Osteria Amore is a Salt Lake City Italian restaurant located in the Sugar House district. The restaurant focuses on classic Italian cuisine, such as handmade pasta dishes and wood-fired pizza. They serve a range of appetizers, entrees, and desserts, as well as a comprehensive wine list. The setting at Osteria Amore is regarded as quaint and romantic, with a warm and friendly ambiance. The restaurant has garnered good feedback for its culinary quality and attentive service, making it a popular dining destination in Salt Lake City. Prices at Osteria Amore start at $11 and go up from there.

• Caffé Molise

Caffé Molise is a downtown Salt Lake City, Utah Italian restaurant. The restaurant serves classic Italian food made using fresh, local ingredients. There are a range of appetizers, salads, pasta dishes, and entrees available, including seafood and beef. Caffé Molise also features a large wine list and a variety of artisan drinks. With dim lighting, candles, and quiet music, the restaurant provides a comfortable and romantic environment, making it a great setting for a date or special occasion. Overall, Caffé Molise is a renowned Salt Lake City eating spot recognized for its wonderful food and welcoming atmosphere and their price ranges from $18 to $31.

• Stoneground Italian Kitchen

Stoneground Italian Kitchen is an Italian restaurant in downtown Salt Lake City, Utah. The restaurant focuses on handcrafted Italian cuisine produced using fresh and locally sourced ingredients. They serve a variety of appetizers, salads, pasta dishes, and entrees, including vegetarian and gluten-free alternatives. Stoneground Italian Kitchen is also known for their wood-fired pizza, which is prepared in a custom-built oven that can achieve temperatures of up to 900 degrees. The restaurant features a rustic and casual environment with exposed brick walls, hardwood tables, and an open kitchen. They also feature a complete bar with an extensive wine list, artisan beers, and specialty cocktails. Overall, Stoneground Italian Kitchen is a popular dining location in Salt Lake City, recognized for its superb food, good service, and pleasant atmosphere. The restaurant price is between 31 to $50.

1. Need Recognition

If I were to stay in Salt Lake City, and I crave for a delicious Italian classic pasta dish that incorporates seafood. I will search for Italian restaurants in the area that specialize in seafood pasta dishes. After conducting some research and careful consideration, I will select these three restaurants: Osteria Amore, Caffé Molise, and Stoneground Italian Kitchen. These three restaurants have an excellent reputation for serving high-quality Italian food, and their menus feature a variety of pasta dishes that incorporate seafood such as shrimp, scallops, and mussels. By choosing these restaurants, I will take a proactive approach to satisfying my need for a delicious Italian seafood pasta dish, and I will look forward to enjoying a satisfying meal at one of these excellent dining establishments.

1. Information search

When looking for Italian restaurants in Salt Lake City that serve wonderful Italian seafood pasta meals, I will consult a variety of sources. I will search Instagram and Tik Tok for food bloggers, influencers, and food enthusiasts who had visited the city and reported their eating experiences at various Italian restaurants. I will also look at their official Instagram and Tik Tok pages to view photographs and videos of their pasta dishes and to get a sense of their atmosphere and dining experience. Using these social media sites, I will be able to gather information about these establishments and make an informed decision on where to go to satisfy my hunger for Italian seafood pasta. For example, on Instagram these 3 restaurants have a huge number of followers on their main page: Caffé Molise (4K+ Followers), Osteria Amore (6K+ Followers), Stoneground Italian Kitchen (3K+ Followers). I will also consider google as an information gathering tool.

1. Evaluation of alternatives

It is tough to choose between Osteria Amore, Caffé Molise, and Stoneground Italian Kitchen as the greatest place to eat because each has its own distinct strengths. From the pictures posted by the establishment, Osteria Amore is known for its authentic cuisine and really cool ambiance but also the price range is reasonable. Meanwhile, Caffé Molise has a modern Italian cuisine, and the atmosphere looks elegant. They also have a decent pricing. On the other hand, Stoneground Italian Kitchen has a big and suitable place for seating, making it ideal for hosting big events. This means that more people can gather and enjoy the delicious food, and it also provides an opportunity for people to connect with one another.

1. Purchase

After gathering my information and checking the previous reviews from previous customers, I will make my mind on how the customer service delivered by these three restaurants and after also these evaluations, I would say I will consider Osteria Amore as their pricing is something ideal for me.

1. Post Purchase Behavior

I would recommend Osteria Amore from my own experience and also from all the posts on social media that I have encountered. They also have positive feedback on yield and google reviews. Through my search, I saw couple bad reviews on Caffé Molise and that could be a reason why I prefer Osteria Amore.

Assuming I’ve just moved to SLC, making life as easy for myself as possible while I’m first settling in would be my top priority. Whenever I’m in a new area, whether it be for traveling or living, I love to explore restaurants in various parts of that place as a way of familiarizing myself with it. If I enjoy a place, I will visit regularly as, in my opinion, this is an effective way to start establishing roots and building community with others. (1st stage)

Because I am unfamiliar with SLC, the first place that I looked for a restaurant is on the app Resy. Similar to OpenTable and Yelp, Resy is a reservation-making platform that also enables customers to leave reviews. I prefer this app because it suggests recommendations based on my previous reservations, and makes it easy for me to note my dining preferences, special requests, and the severity of my food allergy. Resy did not have any Italian restaurants listed for SLC, so my next choice was to look up ‘Italian Restaurants in Salt Lake City’ on Google.  This yielded a list of results with their reviews and photos of the restaurants and food. (2nd stage) When searching this way, I first look at the pictures of the food to see if it looks appetizing to me and to have a sense of the restaurant’s atmosphere, then I read reviews. After doing this, I settled on looking at Osteria Amore and Valter’s Osteria’s websites. (3rd stage)

I don’t spend a lot of money on anything aside from my necessities (and I heavily believe in making my life as easy and enjoyable for myself as I can), so the number one thing that I take into consideration when browsing a menu is if there’s a decent mix of dishes I’m familiar with and unfamiliar with. After taking a look at both restaurants’ menus, I chose to go with Osteria Amore because they have a great mix of pasta and non-pasta dishes and because I like their wine list. Additionally, since they have pizza and pasta on their menu, I would feel confident that I could order a couple of additional dishes that would reheat well to eat throughout the week. (4th stage)

After completing this exercise, I am left surprised at how quickly I can make decisions about what I’d like to eat in this sort of scenario. I am the kind of person to eat the same types of food for weeks/months at a time and spend a long time thinking about which restaurants to order from after I’ve become familiar with a neighborhood. For example, when I first moved into my current apartment it only took me about 5-15m to choose where to eat because everything was fairly new to me. After having lived here for 2 years, I sometimes take an hour to decide. I think this is because I’ve found so many restaurants I like and because I have so many other factors to way into the decision, the largest ones being my social life and needing to factor in time for transportation. 

I think that where my decision-making process might differ from other consumers is that I don’t take price heavily into consideration when choosing where to eat out, especially in a scenario like this where I have moved to a new place. I have a very demanding workload time-wise, and I always include a significant budget for eating meals out in my moving budget. Moving is a stressful time, let alone moving while balancing work and all of the emotions that come with the process –  It’s important to me that I show up for myself in these stressful moments by not only providing ease for myself where/when I can but also by doing it in ways that provide me with comfort and nourishment. 

Research Outcomes on the Italian Restaurants Available at the Salt Lake City

         Research on the Italian restaurants available in Salt Lake City, Utah, brought out the restaurants below as the most popular among Italians visiting Utah:

1.     Valter’s Osteria

         It was found that Valter’s Osteria is a warm and inviting restaurant that offers a casual dining experience to both Italians and non-Italians who fancy Italian cuisine. Some Italian foods the restaurant offers include tiramisu, pasta carbonara, and lasagna (Veronesi & Schiavello, 2023).It is hybrid because it allows customers to dine within the premises or use the takeout option, and average prices for each entree range from $10 to $35.

1.     Cucina Toscana

         Cucina Toscana mainly offers Tuscan dishes such as osso buco, grilled quail, and homemade pasta to the many Italian revelers who flock to it, especially during the holiday season. It has fostered an ambient atmosphere that gives its customers fine dining experiences, and prices per entree range from $25 to $50 (Alberti et al., 2022) It also has dine-in and takeout options.

 III.     Tuscany

         Located on the south of Salt Lake City, Tuscany targets those in the upper echelons of the class spectrum with a rather sophisticated atmosphere and higher charges for services. Its main dishes include risotto, veal scaloppine, and pasta, and its prices per entree range from $20 to $40. Tuscany offers both dine-in and takeout options.

1.     Sicilia Mia

         Sicilia Mia is a restaurant in Salt Lake City that has majored in traditional Sicilian cuisine in line with the wishes of the founder of the family-owned entity. The main dishes offered include pasta, wood-fired pizza, and seafood dishes in a restaurant that charges $10 to $30 per entrée (Veronesi & Schiavello, 2023). Dine-in and takeout options are also available at Sicilia Mia.

         Imagining that I have moved to Salt Lake City and need a takeout, I would start by searching the information above to know which Italian restaurants are there and their attributes. While in such places, I often prefer casual foods which help me relate with the locals and learn more about the way of lives of people from different places. Pricing will influence my buying behavior since I am not the type that will extravagantly splash money out for something that is available at lower costs and a satisfactory down market. Based on these values and insights from the research findings above, my decision-making process will be as follows:      

1.     Need Recognition

         In this first step of the customer decision-making process, the customer identifies gaps in their lives that need to be filled (Qazzafi, 2019). It is an important step since misidentification of the gap will lead to a counterproductive process. Having moved to Salt Lake City, I understand that the city is dominated by Italian restaurants that welcome people from all walks of life to taste Italian cuisine. And as an adventurous person who desires to visit the whole world and interact with people from all walks of life, it is important that I use the opportunity to go out and interact with Italians and even enjoy their cuisine since the chance has presented itself.

1.     Information Search

         Once the gap has been identified, the customer gathers information relevant to the gap identified so that the most plausible choices are made in filling the gap (Stankevich, 2017). As part of the decision making process, I browsed through my tablet to sample the type of Italian restaurants available in Salt Lake City, as seen from the sampling done above. It can be seen that the restaurants differ in sophistication, variety of food and also charges which will influence my choice.

   iii.     Evaluation of the alternatives

         I am choosing between the four restaurants above, and when pricing is one of the considerations for me, there seem to be slight differences in price per entree for them all. Sicilia Mia is the cheapest since its cost per entree averages below $30. Tuscany is sophisticated and hence has its price per entree averaging up to $40. All restaurants offer Italian cuisine, but menus differ. Sicilia Mia offers wood-fired pizza, a dish I have always desired. I am for the takeout option available in all.

1.     Purchase

         In this stage, the buyer settles for the alternative most favorable to their situation (Qazzafi, 2019). I am a good shopper for quality products at reasonable prices. Sicilia Mia is best in pricing, as seen in information above, since their average pricing per entree does not go above $30. And as I shared before, I prefer casual dishes, especially the wood-fired pizza offered at Sicilia Mia. I am also a fan of seafood dishes which are part of the products offered by the restaurant. Overall, Sicilia Mia sounds like the place for me, assuming that the commuting expenses from where I am based allow for the choice. I am, therefore, placing an order for wood-fired pizza and seafood available on their menu.

Reflection

         The process above was an eye-opener to me as a shopper with no defined shopping process, especially when visiting foreign lands. It has taught me that every purchase ought not to be based on impulse but rather calculated moves to ensure rationality and appropriateness at all times. In the future, I will rely on this activity as a manual to guide me in my purchases, especially when I am in strange lands whose terrains I do not understand well.

So imagine this: I just made a cross-country move from New York City to Salt Lake City, Utah. Packed my bags, had moving services set up for my furniture to arrive at my new apartment, and said goodbye to New York and got on a plane. I arrived in Utah safely, and although I’m excited I don’t know anyone in the area. I’m tired from the long travel so grocery shopping is out of the question. With nothing in my fridge and feeling hungry, I decide that I’m craving Italian food. Specifically, I would like to get a small pepperoni pizza pie for the night. I have no idea what restaurant to choose, but I would prefer to order from an establishment with good food reviews based on my cravings, and that is also within close proximity to my new apartment. Delivery or pickup doesn’t make a difference to me personally because I’m extremely picky about where I eat and picking a restaurant that suits my standards is very important. This is the first stage of the consumer decision-making process called problem recognition.

Now that I know I would like a pepperoni pizza pie, I start taking the necessary steps. Step one is to do some research online to find a restaurant nearby that I deem (based on customer reviews) to be clean, serve delicious fresh out of the oven pepperoni pizza that isn’t dry, doesn’t have an overly hard crust or isn’t greasy, is within a decent price range for my budget and still has an open delivery window for that day. For my research I utilized search engines like Google, less commonly I use a website like Yelp. I simply typed into Google, “salt lake city utah pepperoni pizza” which provided many results. The first thing I looked at is photos of the food and the establishment to see if it meets my standards. I wanted to buy from a casual setting that looked clean and provided fresh pizza that doesn’t look like it’s drowning in grease. After a few pass the test I looked at customer ratings and reviews. There must be an overwhelming amount of good reviews versus bad reviews or I won’t bother. Customer service is important to me, but not as important as the food being good and clean. Out of over 40 options, I narrowed it down to two pizza restaurants. This is the second stage of the consumer decision-making process called information search.

The first restaurant I picked was Free Wheeler Pizza with a 4.4 rating at 386 reviews and the second restaurant was Villaggio Pizzeria with a 4.6 rating at 668 reviews (and apparently the owner grew up in Little Italy in the Bronx, the borough where I’m also from). This told me that Villaggio was a bit more popular than Free Wheeler but I still had to consider other factors. Both met my expectations for cleanliness and delicious looking pizza in photos, and this was also confirmed by previous customers of both restaurants who left reviews. The size of the pizzas were also large and about the same. The next thing I looked for are the price points and if they offer delivery, pickup or both. Free Wheeler offered both delivery and pickup but Villaggio only offered curbside pickup. The price from Free Wheeler was $14.99 for a 14″ pie ($1.84 extra for additional topping such as pepperoni) bringing the total to $16.83 with free delivery. Villaggio charged $15.50 for a plain 14″ cheese pizza pie ($3.00 extra for pepperoni) bringing the total to $18.50 for pickup. My next thought was about how far away both restaurants were from the apartment, but to be honest I’m willing to travel far if I feel like the food is worth the hype. Both restaurants had varying times they were open depending on the day of the week, with Villaggio having earlier closing times on average. I estimate that I would have still been able to make the delivery window for Free Wheeler and take a bus or Lyft car service to pickup my pizza pie at Villaggio, assuming my car hadn’t arrived to Utah yet and assuming it wasn’t within walking distance. However, that wouldn’t have been cost effective to add extra transport fees. This is the third stage of the consumer decision-making process called evaluation of alternatives.

In the end, based on all the factors taken into consideration including budget, I decided to choose Villaggio Pizzeria for a pepperoni pizza pie. The reason why I choose Villaggio over Free Wheeler Pizza is because I felt Free Wheeler’s pizza was slightly greaser looking, and there were some very slight complaints about customer service. I figured it wouldn’t be so bad, if Villaggio Pizzeria wasn’t within walking distance, that I could take the Utah TRAX bus for $5.00 total ($2.50 both ways) and pick up the pie. In total I would’ve paid $23.50 for a 14″ small pepperoni pizza from Villaggio versus $16.83 at Free Wheeler. Some may say this is highway robbery for the price, but I’m a very picky eater and honestly felt Villaggio’s pizza looked better, so I am willing to pay extra. Plus I’d have the pizza all to myself and hardly eat out so not too bad. My budget was $30.00 (especially since inflation has occurred everywhere and eating at restaurants is getting more expensive) and I would have enough money left over to buy water or juice with my order. I didn’t mind the pricier option because eating out is a rare occasion for me, as well as a luxury. I perceived Villaggio as the better option because it had more glowing reviews and the presentation of the food appealed to me. This was the fourth stage of the consumer decision-making process called purchase.

As a consumer who has never been to Utah, I did not find it difficult to find a restaurant that fits my wants and needs. Both restaurants are not well known or heavily advertised (that I’m aware of) but I feel that anyone who is well versed with technology (a computer) can easily find these restaurants online within two minutes of research. Even if someone didn’t have the same preferences as me, perhaps they were looking for more affordable pizza options in Salt Lake City which is understandable, they would likely go with a less pricier option, especially if they are feeding a family. It really comes down to certain variables like how much you are willing to spend, how many times a week/month do you eat out and how many people are you ordering for. These are the differences in how consumers make decisions, in addition to what they like. I learned that in order for a restaurant (and businesses in general) to maximum their profits and word of mouth, it’s important to offer good service, competitive pricing, high quality food/products, listen to feedback from consumers to give them what they want, and offer as many attractive options as possible to beat other competitors. As a restaurant/business, you have to ensure that your consumers feel happy and satisfied with their purchase, as well as the customer service, and would buy it again and recommend your business to others. This is the final stage in the consumer decision-making process called post-purchase behavior.

As someone who has never been to Salt Lake City, the internet would be the key to researching what Italian restaurant would cater to my needs & desires. The first consumption process would be to google Italian restaurants in the area, this would kickstart the research portion of consumption because I would have essentially all my options visible in front of me. Upon searching this up, I can immediately filter out the ones with bad reviews & little to no reviews (higher risk), along with filtering out places out of my price budget. The great thing about Google is that it will filter the restaurants by dollar signs, so you don’t have to go through the difficulty of individually looking at each and every menu. Immediately I would cross off the three dollar signs and higher, simply because they are out of my budget, especially if I am traveling. I keep all the one-dollar-sign restaurants in mind, and then I start sorting through the two-dollar-sign restaurants since I would rather not spend that type of money, but I probably wouldn’t mind if the place looks that good, or contains special dishes I haven’t tried before. 

Finally, the restaurant I would ultimately consider would be Stoneground Italian Restaurant, Bartalo’s Sugar house, & Cafe Trio. I came to this conclusion based on reviews (rating + the number of people who rated), and attempting to keep the bill relatively low (the very few one-dollar-sign restaurants were not so enticing) by sorting out which restaurants charge the least in a relatively similar level of dining. Upon coming to this decision, I realized how important recognition is, as it is solid leverage to one’s decision due to the fact that many other people can / have vouched for it. I also realized how important marketing is since many people would kickstart their search process like I did, simply searching it up. My preferences and consumption process would most definitely differ from others, one example would be budget, as I am aware that people deep into careers are usually much better off than I am, therefore able to dine in three to four-dollar-sign restaurants. Another example of how I may differ from others is the fact that I am not a picky eater whatsoever, meaning I don’t have to do research on menus because I know I will always find something intriguing no matter where I dine. I am aware that not everyone is like this, and that menus play a much more vital role in decision-making, along with social media posts that showcase a dining experience in a glamorous manner.