Marketing Consumer Behaviour

Running head: MARKETING CONSUMER BEHAVIOUR
MARKETING CONSUMER BEHAVIOUR
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1MARKETING CONSUMER BEHAVIOUR
Introduction
Edible Arrangements, is associated with retail store business that provides wide variety of
fresh fruits products and stores fruit bouquets’, gourmet chocolate dip fruits, fruit beverages,
salads and other products. The company is associated with making arrangements for various
occasions and ceremonies. The company also provides franchising opportunities to the retail
stores. Further, the company takes order online and also manages its business online. the
company was founded in the year 1999 and the company’s headquarters have been located in
Wallingford Connecticut. The company has many retail outlets around United States and it
operates internally. The purpose of this assignment is to describe the new service provided by the
company which includes the characteristics like intangibility, non-standardization and
inseparability. It describes the five dimensions of the service quality, it determines the way to
measure the quality of service, and it identifies the barriers to globalization and specifies the
marketing strategy with the help of marketing mix for its distribution, price, place and promotion
of the service.
Step 1: Description of the new service
The new concept for Edible Arrangements is Buy online pick up in store. This concept is
fairly straightforward. The customer can order the items online and pick the items from the retail
outlets that in and around the country. This concept is particularly useful as the customers do not
have to wait for the three or more days of delivery time. This concept is used specially when the
customer are in urgent need for the gift item or the fruit arrangement for the occasion. The gift
items and the products that are available on the closest retail outlets are described properly on the
website, the price list of the items are also provided. This would enable the customers to get

2MARKETING CONSUMER BEHAVIOUR
access of the information beforehand and drop in at the retail outlets to collect their ordered
items. This would reduce the time of the customers to wait on the queue before the counter,
especially on the days of rush and enable them to pick the products easily on the store (Lee,
2013). It is an added advantage to the customer, as they are assure of the products presence in the
store and expect to be satisfied with it. The new service concept of buy online pick up at store is
intangible in nature, it increases customer’s level of comfort, and the websites provide useful
information about the products that are available. The other characteristics of the new concept
are inseparability, because of the characteristic of inseparability, the customers’ expectations are
high, and the service is offered and consumed at a very less time. It eliminates delivery time. The
service is assured to be non-standardized; it is highly responsive to the changing needs and
requirements of the customers. It provides more accurate sales estimate (Ryan, 2016). The
consumer choice will be increased. The shipping costs of the customers will be decreased
implementing this new concept will potentially allow the business to eliminate the shipping
costs.
Step 2: Description of the five dimensions of service quality
Reliability:
The term reliability can be describes as the ability of the business to perform the new service of
the company accurately so that the customers can rely completely on the business organization.
It implies that the company would be offering the service, provision as promoted or advertised
about. The customers have certain expectations of reliability from the business, which would be
assured by the company upon implementation of the new service (Ottman, 2017).

3MARKETING CONSUMER BEHAVIOUR
Assurance:
The term means to ensure the trust and confidence of the customers. It can be considered as the
courtesy and ability of the company to assure the customers and inspire them to trust and have
confidence on the company. It is the vital role of the marketer to attain the trust and confidence
of the customers. In order to gain the competitive advantage the company needs to gain loyal
customers (Pappas, 2016).
Tangibles:
Services are usually tangible in nature. The customers of the organization compare the tangibility
of the business with the service provided by the company. The physical facilities, the sales
department equipments and the process of communication are determined by the customers. The
physical layout and the facilities offered by the company are considered by the customer.
Therefore, the company would assure quality service to the customers.
Empathy
Every business organization needs to empathize the customers, as they are the main priority of
the business. They need to provide care and support to the customer’s empathy is required in the
business organization to attain trust and confidence of the customer. By empathizing the
customer, the business organization can meet the rising needs of the customers and satisfy their
requirements (Ashley & Tuten, 2015). To gain the individual attention the customers, the
business need to empathize the customers.
Responsiveness
It implies the extent to which the business organizations provide the customers with prompt
service. In order to be responsive, the business organization must empathize on attentiveness and
providing them with prompt responses while dealing with the customer. This would ensure