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Buying Behavior : Ali Cakes : Consumer Decision Making Process?

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Buying Behavior Customers who purchase products from Ali Cakes go through a buying process that consists of various stages. First, they recognize that they have an unfilled need. For Ali Cakes, this could be an engaged couple who needs a wedding cake, or parents who want to celebrate their child’s birthday with a themed cake. There are also those walk-in customers who realize they could use a sweet treat after a long day at work or stop in because they see the cake displays within the window and realize they too could use a tasty treat. It’s then Ali Cakes job to sell them the products and fulfill their needs. For couples interested in wedding cakes this results in Alison’s attention to detail and goal of putting the couples wants and needs first. The couples must book their date and then are allowed a consultation, in which they can test cake flavors and look at design options. Once they’ve finalized the details Alison creates and delivers the product. Throughout the process, Alison continuously puts the customer first and makes sure all of their functional and psychological needs are met. By offering exceptional customer services word of mouth marketing takes place and makes other couples aware of Ali Cakes and the services they provide. A major factor affecting the consumer decision making process for Ali Cakes is their store location. Since Ali Cakes is located in downtown Ames there are many bars, restaurants, and shops

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