MAR100 – Assignment week D
Unit 5: Consumer Decision Making & Unit 6: Business Marketing.
The consumer decision-making process is a process that I am going through every day in my life, and I think that is very relevant to me and everyone daily. If I moved to Salt Lake City, Utah, and wanted to order Italian food for takeout, I would be going through the consumer decision process to choose the best fit for me. The first step of the need recognition is that I am looking for a good Italian restaurant that delivers the food to your address and has gluten-free pasta. For the second step of the information step, I would be searching on google for “the best Italian restaurants in Salt Lake City, Utah, gluten-free pasta with delivery”. Since it’s a new city and I don’t know who is making the food in these restaurants, I feel more comfortable relying on restaurants that are shown in articles as good restaurants and that people are writing good reviews on and recommend going to. I have celiac so I can only eat gluten-free pasta, so even if the restaurant is amazing but it doesn’t have gluten-free pasta I won’t consider the restaurant as an option. If I am ordering takeout, I only want it to be delivered to my home and not have to go out to get it especially since it’s a new city that I am not familiar with, so I searched for delivery only. For the third step of the evaluation of alternatives, I looked at the search results. In google, you can see next to each restaurant the stars that people rated the restaurant and the reviews that they have received. I found 3 restaurants that attracted my eye, and they are – Caffé Molise, Stanza Italian Bistro & Wine Bar, Tuccis Cucina Italiana. All these three restaurants are rated very high and have wonderful reviews. They all look clean, and the pictures of the food look very good and attractive. But one of them doesn’t deliver so it won’t be a good fit for me even though their food looks great, they have gluten-free pasta, and they are rated very high. It would be a good option for me on a day that I want to go out to sit at a restaurant for dinner. So Stanza Italian Bistro & Wine Bar is going off my options. Now both the restaurants are a good option for me, I am looking at the rates/prices and see which one of them has better prices. Caffé Molise is delivering and looks like a beautiful restaurant that I would like to go out to, but the prices there are a little bit more expensive and since I am not going to enjoy their service and atmosphere, it doesn’t worth it for me to pay the price if I can find the same gluten-free pasta that is as good in Tuccis Cucina Italiana that is also delivering. So, for my fourth step, I would choose Tuccis Cucina Italiana as my takeout Italian restaurant in Salt Lake City, Utah, for the good reviews and ratings, the delivery, the gluten-free pasta, and the price. The process was very easy for me. When I first move to Manhattan a year ago, I also didn’t know anything here and was looking for restaurants to order a delivery from. To find a restaurant in Salt Lake City, Utah I did same thing. I searched online for an Italian restaurant in this location and wrote my priorities in the search which were – the best restaurant, gluten-free pasta, and delivery. After I searched for my need, I evaluate my options, considering the Advantages and Disadvantages, and deciding which of the options is the best fit for me. When I was looking at the options of my search, I saw so many options and I had to decide relying on my opinion which one to consider as an option. I think that the consumer decision-making process is something that we do automatically when we have a need for something/problem because the first thing I did when I read the assignment was to think about my needs and my preferences in this situation and research it online. We do this every day without even noticing, marketing is such a big part of our life. My preferences would probably be different from other people in the same situation since I’m searching for the best Italian restaurant and looking specifically for gluten-free pasta. It might also be similar in terms of looking for delivery only since we are new in the city and prefer to get the food straight home and not get lost. I think that the stages in the consumer decision-making process are the same for everyone, but the result of the decision will be different most of the time since each person is different and has different needs, and preferences while making a decision. Depends on his knowledge, personality, and traditions.
