This presentation discusses the consumer decision making process for Vegemite, a thick, black, salty spread made from leftover brewer's yeast. It covers the steps of need recognition, search process, evaluation of alternatives, and more.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Consumer Behaviour and Marketing Psychology
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Introduction ■Before describing the five step consumer decision making process, I think it is important to first know about the product well. ■Considering research, Vegemite is a thick, black, salty spread made from leftover brewer's yeast. It is not gluten-free product, however practically a sugar free, fat-free and vegetarian product (Raman, 2018). ■The taste of vegemite is little bit salty with a subtle bitterness and it is eaten while slightly spread on toast or crackers with some butter. However, some people like to eat by the spoonful directly from the jar.
Consumer decision making process ■The first step in this process includes need recognition. In this process, the consumer found it challenging to maintain balance between actual and desired states. It arises when a buyer is exposed to an external and internal stimulus (Darley, Blankson and Luethge, 2010). ■Considering my case, I would say it was internal stimulus as due to hunger, it induces me to purchase the product so as to satisfy exasperated needs. On the other hand, this unfulfilled need leads to want the product. Moreover, due to its healthy attributes such as fat free, sugar free and huge vitamins, I was more enticed to the product. ■However, there were some issues related to the first step such as availability of more options in terms of different tastes and cheaper price, that influence my buying decision. Though, I go up with vegemite due to its exceptional flavour and special ingredient.
Consumer decision making process ■The second step after purchasing my product includes search process. This process is differentiated into internal information search grounded on past experiences and external information which includes public experiences and internet resources. ■Considering my case, it leads to a positive experience when I went with some of my friends and they told me to try this product and from that time, I felt in love with this product. ■In my opinion, this step plays an important role as the buyers need to use tools like web to search for product information (Xu et al, 2011). It will also lead to an advantage as customer can search and contrast different product and varieties with each other including other elements such as price. Moreover, one also not need to visit any supermarket or store to get this information. In my case, my friends suggest me to purchase this product and I beforehand also searched the product information on web.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Consumer decision making process ■In third process, the buyer compares the product with others to gain relevant benefits and drawbacks in order to reach on a final decision (Pickett-Baker and Ozaki, 2008). ■For example, the price of Jam Woolworth is less than vegemite, however, it has lower vitamins as well as higher sugar components. ProductBrandIngredientsPriceSize Raspberry Jam WoolworthGelling Agent, Food Acid, Sugar Raspberry (40%) $2250gm VegemiteVegemiteRich in vitamins (B1, B2, B3 and B9), sugar free $4.7235gm
Consumer decision making process ■The fourth step is related to evaluation of alternatives with the purchase method. Here, the consumer takes out the final decision whether to buy the product or not. In this step, the distance plays a major role as sometimes the customer change his decision while he is on the way to the superstore or market. ■For example, I live in Canberra and to buy vegemite, there is only one supermarket which is around 8km far away from my location. As you can see, I always prefer vegemite over others and while in supermarket section, I always go for buying vegemite.
Consumer decision making process ■Some times, there are cases where the customers feel unsatisfied due to some problems concerning to feature or quality of the product. This condition has a direct negative impact on future purchases (Herrmann et al, 2009). ■Considering my case, I have not dealt with any of the issues with my product and in future, I always go with vegemite rather than any of others. ■After evaluation of the consumer decision process, I would recommend two of theories that I have learned throughout the session and that associate to my product.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Theories link with Consumer decision making process ■The first theory i.e. Maslow hierarchy of needs includes a five-tier model of human needs with is represented in a pyramid including various hierarchical levels. It is very important for an individual to get its lower needs satisfied before reaching to upper tier. ■The pyramid starts with physiological needs followed by safety needs, then love and belongingness needs, esteem needs, and lastly self- actualisation (Milner and Rosenstreich, 2013). ■In contrast with this theory, it can be said that vegemite belongs to psychological needs which represent basic needs. Itcan also classify into love and belongings needs as I can enjoy this product with my family, friends and peers. ■The second theory is the drive theory that is emphasized towards biological needs (cold, hungry, etc.). My case is of hungry, I will be more satisfied to eat this product when I am hungrier.
References ■Darley, W.K., Blankson, C. and Luethge, D.J. (2010) Toward an integrated framework for online consumer behavior and decision making process: A review.Psychology & marketing, 27(2), pp.94-116. ■Herrmann, A., Heitmann, M., Morgan, R., Henneberg, S.C. and Landwehr, J. (2009) Consumer decision making and variety of offerings: The effect of attribute alignability.Psychology & Marketing, 26(4), pp.333-358. ■Milner, T. and Rosenstreich, D. (2013) A review of consumer decision-making models and development of a new model for financial services.Journal of Financial Services Marketing, 18(2), pp.106-120. ■Pickett-Baker, J. and Ozaki, R. (2008) Pro-environmental products: marketing influence on consumer purchase decision.Journal of consumer marketing, 25(5), pp.281-293. ■Raman, R. (2018)What Is Vegemite Good For? Nutrition Facts and More [ONLINE] Available from:https://www.healthline.com/nutrition/vegemite [Accessed 22/04/2019]. ■Xu, H., Luo, X.R., Carroll, J.M. and Rosson, M.B. (2011) The personalization privacy paradox: An exploratory study of decision making process for location-aware marketing.Decision support systems, 51(1), pp.42-52.