Marketing Principles & Practice: Consumer Decisions at Caffe Nero

This essay examines the consumer decision-making process in the context of Caffe Nero, a successful café in Camden, UK. It explains the stages of consumer decision-making, including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation, and applies this framework to understand customer behavior at Caffe Nero. The analysis highlights how understanding consumer decision-making can help organizations attract new customers, retain existing ones, increase profit margins, and enhance customer satisfaction by providing products that meet their preferences, ultimately gaining a competitive advantage.

MARKETING PRINCIPLES &
PRACTICE

Table of Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY..................................................................................................................................................3
Explaining consumer decision making process to explain customer’s behavior and how they take
decision....................................................................................................................................................3
Application of framework............................................................................................................................4
CONCLUSION...............................................................................................................................................6
REFERENCES................................................................................................................................................7

INTRODUCTION
Marketing refer to process of generating a brand and their products or service awareness
in specific market, where they effort to sustain and manage business operations. Marketing
practice provide several benefits to the organizations, whether it is small or large, private or
public. The current presentation will be based on Caffe Nero, which falls under the category of
small and successful café’s that are established in Camden area, UK. The study will explain
consumer decision-making procedure to describe the behavior of and how customers make
decisions. It will also justify the evaluation & application of and steps regarding customer
decision-making action.
MAIN BODY
Explaining consumer decision making process to explain customer’s behavior and how they take
decision
In the recent time, customers take decision to buy any product and utilize specific service
After thinking twice. They may pass throughout different stages to take right decision that
impact on their satisfaction level. The overall process named consumer decision making which is
important for organizations and their management to take into their consideration. It is important
for further business growth and unpredictable success. In order to define how individual buyer,
make a decision to buy goods, the entire procedure explained below in term of key stages and
these are; need recognition, search, evaluation, purchase and post purchase decisions. Each stage
may define specific action and practice of target market that move them forward purchase of
particular product or service.
Need Recognition-
It is the first stage of decision making that enable target audience of a company to
identify need and their expectations. It may influence their buying behavior positively in term of
taking action to determine what is missing that are useful and beneficial for them in every terms
as that product may encompasses key aspects.
Search for information-

It can be said that second stage drive potential customers toward gathering data and
searching about a product or service. When it comes to selecting between alternatives, they may
seek to be skeptical, therefore, customers may want all info before spending single pie as it is
essential to buy satisfactory goods. They may utilize different sources to conduct this activity.
Evaluation of alternatives-
The third phase is quite challenging and time consuming because here consumer may
start making comparison and searching out to the best offer accessible in the market and provide
by a company whether it is large or small. They may make comparison based key elements such
as price.
Purchase of decision-
Last but not the least, customers may take approach to reach final outcome by passing
this phase. According to this step, the take decision what to consider as satisfactory product or
what they do not buy. After appropriate assessment of overall evidences and fact data they make
valid judgment.
Post purchase evaluation-
The final destination of consumer is current one according to which they may obtain
entire satisfaction. They may finally evaluate overall things appropriately and systematically that
is significant for customers and brands.
Application of framework
Need Recognition-
Consumer decision making process begin with the action of need determination, which
move customer toward further stages. They may take action to examine overall negative &
positive aspects of purchase that is quite important for them to do so effectively and
systematically. It may give them power to determine need that is still not fulfill.
Search for information-
Need recognition drive the attention of consumers toward collecting information about
coffee which they never taste and also about their uniqueness’s. They may approach to utilize

personal contact, friends and loyal consumers of café. Furthermore, the best of information
gather is printed source such as newspaper, pamphlet’s, etc. which make their understanding
much better about chosen item.
Evaluation of alternatives-
Before taking decision to purchase café item, consumer may begin to evaluate the same
in term of making comparison between other same products that are available in the market and
offer by Caffe Nero. They may take reviews from experience gainer and compare prices for
alternative goods before selecting specific coffee that may satisfy their need in excellent manner.
Purchase of decision-
Before purchasing coffee from chosen firm, they may take another chance to thing. They
may decide what to purchase or not and where to conduct this activity after going through all
above phases. They may drive toward taking final decision by conducting appropriate
assessment of all facts, which enable them to make logical judgment.
Post purchase evaluation-
The last step of overall process end at the point of action when customers may conduct
practice of analyzing purchase item such as coffee, evaluating their usefulness and satisfaction
obtain from that. When each consumer take pleasure of that good they may become the loyal
buyer of Caffe Nero, which is quite beneficial for business success.
Evaluation of consumer decision-making for Caffe Nero-
It can be evaluated that overall customer decision making procedure may provide
individual buyer a lot of benefits in the context of purchasing coffee from chose café, instead of
others. For example, it may enable them to buy worth it items that may give them appropriate
satisfaction. On the other hand, this process is considered as time consuming action as they take
decision to purchase coffee after taking feedback or reviews from others who are already taking
experience of same item.

CONCLUSION
From above analysis, it has been summarized that consumer has taken decision after
collecting information about any product in which they are taking high interest more than the
other items. By developing understanding about decision making behavior and action of target
market organization has gained the attention of new customers and retain them with existing
target market for ever. Organization has increased its profit margin and enhanced customer
satisfaction by providing the best and tasty coffee to people who are visiting their outlet in order
products that it offering. It has gained competitive advantages by providing snacks and coffee
according to customer’s preferences.

REFERENCES
Online
5 Stages of Consumer Decision Making Process. 2020. [Online]. Available Through:
https://www.businessstudynotes.com/marketing/marketing-management/stages-
consumer-decision-making-process/
Caffe Nero. 2020. [Online]. Available Through:
<https://www.tripadvisor.in/Restaurant_Review-g186338-d5122980-Reviews-
Caffe_Nero-London_England.html>
What are the Seven Stages in the New Product Development Process?. 2021. [Online]. Available
Through: <https://www.netsolutions.com/insights/everything-about-new-product-
development/>
What’s So New in the New Product Development Process. 2020. [Online]. Available Through:
<https://railsware.com/blog/new-product-development-process/>