Report on Consumer Decision Making in Restaurant Selection

This report examines the consumer decision-making process in the context of restaurant selection, focusing on the influence of friend recommendations and social media advertising. It applies the EKB Consumer Decision Process Model by Engel et al. (1973) and the Stylized EKB model by Tuan-Pham and Higgins (2005) to analyze how consumers make choices. The report breaks down the EKB model into its five stages: problem recognition, information search, alternative evaluation, purchase, and post-purchase activity, detailing how recommendations and advertisements impact each stage. It further explores the Stylized EKB model, emphasizing the role of social context and risk perception in influencing consumer behavior, and how these factors affect the sources of information used by consumers. The report concludes by highlighting the importance of providing good services to the consumer to create a positive image of the restaurant and encouraging them to act as a referral platform.

References Effect in terms of
Restaurants Selection
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
EKB Consumer Decision Process Model by Engel et al 1973...............................................3
Stylized EKB model Inside Consumption Consumer motives goals and desires by Tuan-Pham
and Higgins 2005....................................................................................................................4
REFERENCES................................................................................................................................6
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INTRODUCTION
This report highlights the influence of friend recommendation and social media
advertisement on consumer decision making as per EKB Consumer Decision Process Model by
Engel et al 1973 and Stylized EKB model Inside Consumption Consumer motives goals and
desires by Tuan-Pham and Higgins 2005
MAIN BODY
EKB Consumer Decision Process Model by Engel et al 1973
As per EKB model there is five step processes through which all the customer goes to select the
restaurant in the market.
Problem Reorganization: It is the step where consumer find used to recognize that there is some
sort of problem which needs to be solved. This is the stage where social media advertisement
used to educate the consumer that there are many different restaurants in the market. This
eventually used to promote the problem for the consumer. Also, it has been find out that any
recommendation given by friends generally used to give rise of problem reorganization among
consumer.
Information search: It is the second step of EKB model in which consumer used to search about
the different restaurant in the market. It is the stage where consumer generally used to look at the
recommendation from friends to collect the information about two to three restaurant. Also
consumer used to consider the different recommendation made by social media advertisement.
Alternative Evaluation: It is the step where organization used to evaluate the different selection
and used to see the pro and cons of all the selection on the basis of the same used to select one
restaurant. Generally consumer used to consider the recommendation of different friends in
selecting the best option to satisfy different need in the market. Also, consumer used to give the
preference to different review which has been promoted on different social media platform.
Purchase: It is the stage where consumer used to go to the restaurant used to avail the service of
restaurant which is offered by the company in the market.
Post Purchase activity: It is the activity in which restaurant has to makes sure that they used to
provide the good sort of services to the consumer in the market, this eventually help the
company in presenting good image of restaurant in the mind of consumer. Consumer than work
as a referring platform for the organization. As they used to refer the services of the same
organization to their friend in the market.
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Stylized EKB model Inside Consumption Consumer motives goals and desires by Tuan-Pham
and Higgins 2005
EKB stylish model used to guide for the variety of approaches and different factor which used to
influence the consumer behaviour in each of the stage.
In the model of Tuan Pham and Higgins (2005), explain that reorganization of need can be due
to the carving and another factor is social context. This in simple words means that the consumer
generally finds himself in the situation of problem when he is looking to build good social
position in the market. As a result by taking help of different social media advertisement help
consumer in understanding different social class.
In the second stage of consumer behaviour Tuan Pham and Higgins (2005), explain that
consumers use more sources of information if they perceive risk, that is, risk in context that
restaurant would not meet consumer need. As a result consumer in the market used to look at
friends suggest who have already consumer the services of the restaurant. After that organization
used to take help of different online source to collect the information and that is the place where
social media advertisement used to influence the decision regarding selection of restaurant.
In the third stage of EKB stylish model Tuan Pham and Higgins (2005), explains how consumer
used to reduce the restaurant which has been selected by them in the second stage. In this stage
the organization used to check that whether organization used to follow all the rules and
regulation or not in the organization. For the same reason the consumer used to consult with the
different friends as they have already consumed the service of the restaurant. Also, consumer in
the market used to check the different reviews which are promoted on the social media platform
in the organization and on the basis of the same used to decide the best restaurant which can be
selected by the consumer to satisfy their need.
In the evaluation period Tuan Pham and Higgins (2005), examine the sensitivity to evaluative
content in terms of whether it is promotion-oriented, prevention-oriented, or both.
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REFERENCES
Books and Journals
Longart, P., Wickens, E. and Bakir, A., 2016. Consumer Decision Process
In Restaurant Selection: An Application Of The Stylized EKB
Model/Proces Odlucivanja Potrosaca O Izboru Restorana: Primjena
Stiliziranoga Ekb Modela. Trziste= Market. 28(2), p.173.
Chen, Y. C and et.al., 2017, November. Online apparel shopping behavior:
Effects of consumer information search on purchase decision
making in the digital age. In 2017 IEEE 8th International Conference
on Awareness Science and Technology (iCAST) (pp. 143-148).
IEEE.
Ozarslan, S. and Eren, P. E., 2018. MobileCDP: A mobile framework for
the consumer decision process. Information Systems
Frontiers. 20(4), pp.803-824.
Yeboah, A., Owusu-Prempeh, V. and Adjei, S., 2018. Perceived Risk
Influence on Brand Made in Ghana Consumer Decision Making
towards Non-Perishable Products Category.International Journal of
Business and Management. 13(5).
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