Category Archives: Consumer Decision Making

These posts will be added to our Student Work menu item. This category should be used for submitting posts for our Week D Assignment.

Consumers Decision Making: Ariel

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.

Jacob Q- Consumer Decision Making

 

Jacob Quirola

MAR 100

Porfessor Buckler

April 12, 2023

Restaurants in Utah

Utah being a great place to live from seeing great views of open landscapes, rocky mountains to it’s ever changing climate, I will be providing information on the great Salt Lake City in Utah and the restaurant chain business on how they provide service to their consumers and decide on decision making.

To go into depth in Salt Lake City’s restaurant chain is to recognize how the state cultural public eats and to consider the many different varieties of this magnificent metropolitan area, having done research on the city it is well populated and one that is visited by tourist’s and for many restaurants is to capture the attention of hungry consumers traveling in wanting to get a bite on the road and so to emphasize the menu in this state is the many fast foods from burgers, oven bake pizzas, grilled steaks, corn, ice cream, coffee and mormon crusines are what mostly make up the states best categories and to give my option, this kind of menu really does appeal to me as a consumer.

Now to view a consumers idea of dining inside or take out, there are many alternatives and from this point of view it’s kind of easy perceived that many of Salt Lake residents would dine in restaurants, but having still done my critical research there is a difference between the two because for most tourist visiting the city to families or friends wanting to relax happens to be exploring the deserted area and prefer the many restaurant chains than ordering take out but for many residents who are dorming in universities are more take out folks than dining in restaurants and this remains true near campuses located on google maps to the busy restaurants taking their orders, as a fact college students are more likely to be studying and buying food near campus than traveling due to busy scheduling but with no doubt going to Utah is a must see travel destination.

Moving forward with now Decision making is key to bringing Salt Lake City to life but it’s most businesses compete with each other whether it’s who has the best grilled steak to the best crusines are always competitive during the great out doors and so this is where they draw attraction to customers and it’s a great way for decision making, but with it comes drastic evaluation of pricing in diners if the consumer is looking for fancy or normal dining and its considered in the western state but no matter the pricing of the dinner plate, the consumer with out a doubt will enjoy a great meal.

To conclude my research in Salt Lake City Utah, is to recap on consumer decision making and it sights that a great place like Utah brings light and tourist to explore the desert / snow attraction and seeing the many dining destination it inhabits from the many different foods, the alternative dining or take outs and the evaluation of pricing in food from either fancy or normal is what makes this city of Utah worth seeing and exploring in the future.

 

Welcome to Salt Lake City (I’m Hungry and Tired)

(1) Need recognition
I’ve just moved to a new city. I don’t know anyone, haven’t finished unpacking, and am craving Italian food. I don’t have my kitchen unpacked yet so want food that will be tasty and fast, and that can be delivered. Moving is always an expensive endeavor, so I don’t want to spend an insane amount, but something that’s really good is worth the extra money in this moment. Take out is never as good as dining in, so I’ll save any *really* good place for when I’m settled and have the time to dine out. Ideally, I want something that will work as leftovers tomorrow (probably nothing with seafood; maybe pizza or pasta).

 

(2) Information search

A quick Google search reveals a lot of options. The first few profiled by Google have good ratings but I’m always suspicious of the profiled ones (are they sponsored / paid for?). When I lived in NYC I always went to Yelp, so I start there. One of the good features of Yelp is the ability to apply filters easily. I narrow down by price ($-$$), opening hours (open now), and the delivery option. [In this scenario, I don’t know where I live, so I’ve left the location as the default – center of the city. If I knew where I lived, I would move the map to ensure it was reasonably close by.]

 

I skim through the results paying particular attention to the ratings (I have highest ratings first), the profiled image, the categories/tags, and the first line of the review. The first option is categorized as a wine bar, so I dismiss that as a dine-in option (no true logic behind that decision – just making assumptions). Bartolo’s looked okay; Café Molisse had a scathing first line of a review, so I kept scrolling; Per Noi Trattoria and Carmine’s both looked fine, but then ratings drop below 4 stars after that, so I stopped scrolling. This gave me three options to look at more closely.

 

(3) Evaluation of alternatives

I start by looking at the Yelp page and reviews for Bartolos. I get briefly sidetracked by a sponsored “you may be interested in” listing for Free Wheeler that profiles a review describing it as a dive in the best kind of way and think that that kind of comfort food might be exactly what I’m looking for. I go there, skim those reviews and see the profiled review was cherry-picked and that recent ones all state the place has gone downhill lately and many write about mixed up takeout orders. Back to Bartolo’s I go. The reviews seem fine so I go to their website and see lots of upcharges for things (split plates have $3 added) at the very top of the menu – first thing I see. Granted, these charges wouldn’t apply to me with my takeout order, but they turn me against the place immediately. The menu also looks like it might be good for breakfast, so maybe I’ll save that for another day. Moving on.

 

Carmine’s had the best photo, so I go to them next and like what I read on the reviews. Moving to their website, I see they have some fancy (and pricey) plates, but their pizza looks really very good and is affordable. I see photos for every item and it’s made me more hungry than I realized I was!

 

(4) Purchase

If this were another night, I might go back to reviews and look at delivery experiences specifically, but I still have a lot to do and these look delicious, so fancy-ish pizza from Carmine’s it is!

 

I was surprised how easily I was led to go to sponsored ads even though I was specifically trying to avoid them, and also how much the food images swayed me, even in this hypothetical!