Donald B Global Expansion

Running head: DONALD B GLOBAL EXPANSION 1
Donald B Global Expansion
Name
Institution

DONALD B GLOBAL EXPANSION 2
DONALD B GLOBAL EXPANSION
Introduction
Donald B is a chocolate product maker and owns two stores in Melbourne. He wants to
grow his brand nationally and internationally and compete with larger rivals producing the cocoa
product, confectionery, crystallized or glazed fruit, drinking chocolate, licorice, marshmallow,
candied nut, candied popcorn, etc. He has also considered selling through Coles and
Woolworths, Aldi options or creating high-end specialty stores.
1. Buyer Behaviour about chocolate products
The phrase consumer behavior denotes the behavior which they display when searching
for, buying, utilizing, evaluating as well as disposing of the services and products which they
anticipate shall satisfy their respective needs (McGrath, Aronow & Shotwell, 2016). The
consumer behavior study is the examination of how the individuals decide to spend their
corresponding available resources including effort, money and time on the consumption of the
related product. It encompasses the study of what the consumers buy, why they purchase them
when they are buying them, where they purchase them, and even how frequently they purchase it
as well as how often they utilize such products. The information relating to the decisions by the
consumers to buy or also reject the commodity is a moment of ultimate truth for the marketer. It
denotes whether the strategy for marketing is wise, compelling, insightful, or whether it
remained poorly planned as well as missed the mark. Therefore, the marketers are specifically
interested in the decision-making process of the consumers. The model of consumer decision
making can be described based on the inputs, process, and output (Rousseau, 2015).
Inputs: The input element of the model derives from external influences which act as the
sources of info regarding a given product and impact of the product-associated values as well as

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behavior of the consumers (Beneke, Floyd, Rono & Sherwood, 2015). The main reason among
such input variables includes the marketing-mix task of the firm which tries to convey the
benefits of their commodities to their potential clients, and the no marketing socio-cultural
impacts, that, when internalized efficiently, influences the buying decision of the consumer.
Process: The processing element of the model is dealing with how consumers make their
decisions. The psychological field denotes this process. The internal impacts include perception,
motivation, learning, attitudes personality which influence the decision making the process of the
consumer to buy the chocolate. Purchase activity-Once the consumer has identified the problem
(need to buy chocolate), he or she will indulge in the pre-purchase undertaking. It is
comprehended that a need is a father of a deed (Moser, 2016). A time lag exists when an
individual thinks to purchase chocolate and the real incidence of purchasing. During this point,
the potential buyer becomes increasingly energized and is probably to be impacted by many
factors. The need arousal propels the consumer to gather info regarding the needed chocolate.
The potential consumer will then indulge in the internal search including scanning the
psychological field to recollect and retrieve the desired information or previous experience
linked to a given chocolate brand (Verhoef & Van Doorn, 2016).
The psychological field of a given consumer entails his previous learning. The
personality, perception, and experience. If the potential buyer is never satisfied by the brand,
then he will go in for the external search about the chocolate and looks for many sources of
information. The extent of perceived risk is also influential at this phase of the decision process.
In the high-risk context, they are probably to indulge in complex information search alongside
evaluations tactics. Of central interest to the marketer of chocolate, a product is an array of
information sources that the potential consumers shall return to as well as the relative influence

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that they shall have on his buying behavior (Saini & Lynch, 2016). Evaluation Alternatives:
When the potential consumer is evaluating the many alternatives, he tends to utilize two kinds of
info. The consumer will use a “list” of chocolate brands from where he is planning to make his
selection also called the evoked set. The consumer will also use the criteria she will utilize in
evaluating each brand. Such requirements constitute her invoked sets often expressed by
essential product attributes. A consumer utilizes some procedures and rules that facilitate his
choice among the multi-attribute objects. The decision rules of the consumer have been widely
categorized into two primary categories: compensatory and non-compensatory. A comprehension
of which rules a consumer employ in the selection of a given chocolate brand is valuable to
marketers concerned with the formulation of a promotional programme.
Output: The output constituent of the consumer decision-making model regards two
closely linked types of post activity. These are the purchase behavior as well as the post
purchases evaluation. Where the consumer buys chocolate for the initial time and purchases a
smaller quantity than usual, this buying would be regarded a trail. This is the exploratory stage of
buying behavior whereby a potential chocolate consumer tries to evaluate a chocolate brand via
direct utilization. Where the new brand of chocolate is established product category is discovered
by trail to be increasingly satisfactory or even better than other chocolate brands, the potential
consumer is probably to repeat the buying. Repeat buying behavior is closely linked to the idea
of brand loyalty that firms attempt to urge since it accounts for greater stability in the
marketplace.
The consumer behavior is determined by chocolate taste. This is the most critical factor
that many consumers use in deciding on whether to buy the chocolate or not. The consumers
give preference to take as they consider other factors, however, taste is reported to the first