The First Stage Of The Consumer Decision Process

The first P that the paper will address is Product. Professionals, researchers, and students of marketing must understand the importance of crafting the right product to satisfy the needs of the intended consumer. This P has a lot to do with the product, from design to production to distribution. This P also has a great deal to do with the consumer. Professionals and organizations of marketing must know the target consumer very well. When the marketing professional or marketing firms has an extremely clear concept of the intended consumer, they will be in a strategically stronger position to introduce a new product or service. (Ehmke et al, 2005)

Behavioral segmentation divides buyers into groups based on their knowledge, attitude towards, use of, or response to a product (Kotler & Keller, 2012). When it comes to needs and benefits, you would primarily see health conscious individuals or parents buying for their families; water, healthy oatmeal, juices, maybe diet soda, multi-grain snacks, and Quaker granola bars. In the decision role, we have the initiator, influencer, decider, buyer, and user (Kotler & Keller, 2012). In most families everyone has a thought or opinion; however, in the end the buyer who does the grocery shopping makes the final decision. All of the products in the PepsiCo beverage and food line are for all occasions, a user would be any consumer wishing to make a purchase, and the usage rate would vary as much as the type of food or beverage would vary. Loyalty status is a place where with the right advertising and marketing, PepsiCo could possibly position themselves to the number one position. Loyal Coca-Cola drinkers are a large target market, but getting them to choose a different brand over the one they have been loyal to for a lifetime takes some work. When Coca-Cola made the mistake of changing their recipe for a short time, this gave Pepsi a chance to steal some

Consumers are the centre of many marketers work. While the consumer is part of the marketing environment, it is also very important to recognise and understand the more personal and specific influences effecting consumers and the nature of the decision making process they use.

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

Behavioral data was also examined and cognitive factors observed. The cognitive factor is what is in the consumer’s mind. The information is not universally definable but provides an idea of what the consumer wants. The consumer-intrinsic factors include personality traits, cultural values, attitudes towards politics, and social issues. Consumption-specific is more towards the attitude and preference of the consumer.

Food product choice is overwhelming as well as TV commercials and print advertisements that want to sell their food products to us. Who to believe? How to choose? Do you trust what is shown to you?

Successful marketing requires identifying, analysing, and understanding individuals of a target market, and then catering to them through specialized advertising and promotion methods. Fayemelle’s target audience are people aspiring to live a healthier lifestyle, without depriving themselves of delicious indulgences such as cupcakes. These people are very health cautious, however, they are not afraid to have cheat days, or find ways to make the foods they love more healthy and enjoyable. While ‘health-cautious’ people may be a broad choice for a target audience, it is also a market that can easily be segmented for more effective marketing efforts. For example, while as a company, Fayemelle’s would prefer to profit from all demographics groups, they have have chosen one group that it feels will benefit most from the services offered through Fayemelle’s products. The ideal age for an individual Fayemelle’s markets towards is around 25-50 years old, as this age group is typically more concerned with the condition of their health as they age. In addition, one is able to stretch the criteria of a health-cautious even more by establishing the types of foods they like to eat. Common choices are fat-free, organic, gluten-free, or low carbs. Fayemelle’s is able to incorporate the needs and wants of this demographic through its Ditch the Sweets Cupcakes. In addition to the cupcakes’ low sugar, Fayemelle’s also offers a flour-free variety to appeal to those wishing to eat

Consumer behaviours have changed over the years; this is shown by consumers today purchasing a more healthy variety of products, as information today is known about products that was not known many years ago. Factors such as these, change the way we perceive and value products, as we now are more knowledgeable as well as manufacturers having by law to print the ingredients and content of the products ingredients on the back of most food products, allowing consumers to become more educated. The typical consumer today watches what they eat; they are more aware and exposed to factors that have brought about change in consumer behaviours.

In the January issue of the Journal of the American Dietetic Association, an article was published regarding the impact of nutritional labels on food choices at different Dutch work cafeterias. The purpose of this study was to investigate the differences made to food choices, and if it stimulated consumers to make healthier choices or if customers actually pay attention to the nutritional information in the product.

Finally, the product which gives the greater benefit to the consumer must gather both three characteristics: Functional benefits, psychological benefits, high involvement features.

The consumer decision making process is defined as “a five-step process used by consumers when buying goods or services” (Chapter 6, page 90, MKTG). Steps include need recognition- is the item a need or a want? Next is information search. “This could be internal (from personal experience) or external searches (example: advertisements.) External searches can be broken down into marketing controlled (advertisements) and non-marketing controlled such as websites or other public places” (Chapter 6, page 93, MKTG).

One of the external marketing environment is social factor. Social factor of the external marketing environment includes attitudes, values and lifestyle of the consumer (Lamb, Hair and McDaniel 2017). Today, 68% of men and 55% of women were obesity and this has become a serious problem in Australia (19). Therefore, people in Australia encouraged to loss their weight by eating healthier and labelling has ability to guide consumers to make healthier choice (19). Clear labelling of the nutritional content of food packaging will gain more attention from the consumer who want to change their lifestyle (20). For instance, the consumer who support healthier choice will take note the labelling which shown ingredients, nutrition, total fat and total carbohydrate of the food and lead to consumers purchase

Consumer Perception is how information is collected and categorize. Perception is affected by the amount of contact to a incentive and by individual interpretation. If the same consumer encountered that information often and from many sources, then the consumer 's attitude toward dairy products might change enough to influence how often the consumer chose yogurt as a breakfast food.

A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might meet people’s satisfaction or demand.(Kotler & Armstrong, 2014, p.248).The healthy portion diet pill is one of the “shopping products”, which would take consumers a considerable amounts of time to make the final choice. The competition among the diet supplements is quite fierce, but a new venture could manifest the competitive advantages if it masters and utilizes the concept of total product. The main idea is to add more customer value in each level. (Kotler & Armstrong, 2014). At the core product level, what the customers actually want to pursue is shaping a slim figure without bearing the pains from high-pressure exercise. At the actual product level, the HP company is a relatively new company so it has limited access to financial and material resources. Furthermore, the complementary

Marketers constantly work toward changing or modifying components of consumers’ attitudes about their products to gain a favorable attitude and purchase decision (Boone & Kurstz, 2012). Since we lived in a consumer-oriented society, the marketing’s world has been implemented strategies with colours that play a meaningful role on consumer’s behavior. These strategies have helped to captive and seduce the public consumer with products and brands. Hawkins, Mothersbaugh, and Mookerjee agree in their book, “Consumer Behavior: Building Marketing Strategies,” published in 2010 by The McGraw-Hill Companies in New York, that all marketing decisions are based on assumptions and knowledge of consumer behavior.