Case Study on Consumer Decision Making Process
Added on - 09 Oct 2019
Case StudiesMarketing: Consumer Decision Making Process
Case Study 1: Star CruisesStar Cruise is making huge investment towards catering the customers who prefer to enjoysite seeing and enjoying the longer luxurious vacations. SC along with other provider seemsto be enthusiastic enough to cater to the entertainment needs of the customers. The majorpoint in this aspect is the consideration that whether there are enough customers in the marketwho are willing to invest their time and money in moving ahead with such decisions. Asstated in the case that the customers from the Asian countries are willing to invest in thecruising activities as they see it as an exciting and value for money vacation. The initialaspect in the decision making process of the customers is the need recognition and as evidentfrom the case that the decision of the company to invest in the business is based on theunderstanding that the need of the customers is to take longer vacations (Danaher andArweiler, 1996). Another important aspect in the customer decision process is theinformation search and the combination of various fleets and companies together to providethe vacation opportunities is likely to bring more customers. The reason is that the customerswould prefer to visit the various known companies to know about the cruising opportunitiesprovided by them. In this case, the combination of various fleets and associated companiestogether is likely to bring the customers together. The online search of the customers is likelyto grow and it is most likely that they will depend on the online investigation for variouscruising opportunities prior to making any decisions. At this point, it is suggestible that thecompany increases its online presence as the major source of information at present for thetravellers around the world is internet, whether it is for searching for travel information, forhotel services, or other recreational activities. Therefore, instead for hunting for offlinecustomers, the suggestible way would be to gain the benefit of online accessibility.Moreover, as the different fleet developers and operators are coming together with highnumber of cruise lines, thus there is less chance that the customers will get to see more
alternatives on the online portals, provided company makes an extensive effort for its onlinepresence (Huang and Hsu, 2009). The decision making towards the cruising would beplanned purchase and customers are likely to spend more time in information search.Therefore, information search phase and alternative selection is the major driver in this case.The company needs to be strong on the marketing mix factors such price, promotion, process,people, and physical evidence. The reason behind consideration of the last three ‘mix’ is thatit is the service sector and decision will depend on the way company individuals interact withthe customers and the first impression they create. As per the post-purchase evaluation isconcerned, the company will be able to get the instant feedback when the people will becruising with the company staffs around the world and the estimation can be made right fromthere that whether the word of mouth will be positive or negative which is also an importantaspect in this line of business.
Case Study 2: TESCOThe decision of the company to open Fresh and Easy instead of opening stores under its ownname can referred to be as an appreciable move. The reason is that it was not sure whetherthe inconvenient looking convenience stores will work in the US market. Here it would becommendable to consider the first decision making process of the customer is the needrecognition (Schmitt, 1999). As per the case, it not evident that whether the company did anykind of research in the market regarding the need of the customers for such store formats asthe customers were already accustomed with the convenience stores with gas stations.However, one element is positive here is that the customers in the American market aregradually orienting towards healthy and organic foods which is the likely reason that gaveFresh and Easy some attention. As per the information search is concerned, the customers areless likely to ask their friends and colleagues about the shopping experience at such storesand only the positive word of mouth for these stores is likely to save the day (Chevalier andMayzlin, 2006). There already exist companies that have enough reputation to attract thecustomers towards them. Therefore, it would be challenging to state whether the customerswill orient towards new found stores that claim to be environmental friendly and sell packedproducts which is contradictory. Moreover, the company did not involve itself intocommunity benefits agreement which was another negative point in the customers’ eye. Allthese actions, as it seems, were the reason of limited to no extensive market research prior tomaking decisions. The company should not make the same mistake prior to entry into theVietnamese market.The purchase decisions from the customers’ point of view in this case is ‘partially purchase’as some thoughts were required to decide on purchasing from a new store who is promisingto provide fresh organic food. The reason the company reached success beyond itsexpectation is the presence of effective marketing mix that is product, price, place, and