LSBM101 Marketing Principles: Camden Grocer Buying Decisions

This presentation delves into the consumer decision-making process, applying it to "The Camden Grocer," an independent business specializing in sustainable, seasonal, and artisan products. It outlines the five key steps of the consumer decision-making process: need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. The analysis explores how The Camden Grocer addresses each stage, from stimulating needs through quality products and online services to ensuring customer satisfaction with excellent post-purchase service. The presentation concludes that understanding and catering to consumer behavior is crucial for businesses like The Camden Grocer to retain customers and maintain a positive brand reputation. References to academic sources are provided to support the analysis.

Consumer buying decision making:
The Camden Grocer

INTRODUCTION
 “The Camden Grocer” is an independent business, offering sustainable, seasonal, artisan
retail products. They also offer beautiful ambience to dwell, drink, eat and experience. The
company is set to provide the best online and offline local food and grocery delivery services.
 In this presentation, the application of consumer decision-making process would be
done “The Camden Grocer” to observe consumer behaviour and business operations.

Consumer decision-making process and behaviour
Every consumer go through some basic decision-making process before making a purchase to identify their needs and
the best product selection on the best price and quality. Before making a purchase there are basic 5 steps any consumer
go through:
 Need Recognition
The very step towards buying decision-making of a consumer, they recognize their problem or need that is not meeting
their expectations. A business or product can stimulate those needs as a result of lifestyle changes or hunger.
 Information Search
After identifying needs, the consumer gathers the information about all their options available in the market according
to their experiences with those in the past and their internal and external factors.

CONT.<…
 Alternative Evaluation
After information search a consumer develop an idea of what they are looking for in the market. Now, if there are available
alternatives in the market a consumer will compare it on the basis of price, quality and other additional benefits.
 Purchase Decision
At this step, consumer have gathered all the information and evaluated all the possible alternatives available in the market
and ready to make purchase decision.
 Post-Purchase Evaluation
The final step in the process, the consumers reflect on their purchase. At this stage consumer decides if the product reached
their level satisfaction or not, and that will finalize a consumer's want to stay a loyal customer or avoid the brand actively.

Application of the Process on “The Camden Grocer”
The previous steps of consumer decision-making affects every existing business, to understand
the application of this process further presentation would be discussing “The Camden Grocer”
brand's consumer's behaviour according to the process.
 Need Recognition
Food and grocery are necessary products for every human beings, and with the new demand for
sustainable and organic products in the market the organisation was set-up. The company is in
existence since 2018 and throughout the years they developed products and services according to
consumer needs, like their newly added feature of online delivery services. Now, after the
pandemic, need of online services only seems to get higher and with quality products in
reasonable price it would be easy to induce those needs in consumers.

CONT.<…
 Information Search
While information searching by the consumers, they will look for the available information around the product in the
market and by the current trend and scenario need for online delivery services and sustainable products, it is safe to
assume people would consider this option most. The consumers rely on the information available to them while
considering external and internal factors, other consumer's reviews and their experience with the brand in the past.
 Alternative Evaluation
The online food and grocery delivery for organic product industry is rather new in the UK market making it less
competitive in comparison to other sectors. The aim of the company is to stand out from other competitors and
producing the best available options for their needs as well as providing best services and post purchase services as
additional benefits.

CONT.<…
 Purchase Decision
At this point consumer has gone through all the available option in the market and evaluated the best options they
found. They are well-informed about the pricing, quality and other benefits they would be avail by different options.
As the last straw all the previous feedbacks and review of the products or organisation will influence their decision on
the purchase. Yet, there are times when a consumer does not make a finale decision due to various reasons like price,
value or change in needs.
The Camden Grocer are known for their best service in Camden area as “Curators of artisan food” and good
reputation for their ambience and food experience.

CONT.<…
 Post-Purchase Evaluation
The brand “The Camden Grocer” make sure the customer gets best post-purchase service
from their sides, providing them coupons or other deals in case of any complaint or
grievances and providing fresh organic and sustainable product will retain them
After making purchase a consumer might feel satisfaction or dissatisfaction from the
product and it is most important to follow up on their reactions for future sales purpose.
The organization should be focused in resolving any occurrence of issue from the
consumers side to avoid conflict and give them best services. A bad review could cost
brand reputation of a company and a good review rewards in success of the product and
profit making.

CONCLUSION
 In conclusion of previous discussed matter, it was observed that consumers follow a pattern during
purchase decision-making process. A brand could induce needs of consumers to buy a certain
product. The pattern of this process was observed on the basis of application done on “The Camden
Grocer” who operates in accordance of consumer behaviour and provide the best products according
to consumer demands, wants and needs and follow-ups the whole process for retaining consumers as
permanent one.

REFERENCES
 Ali, B.J., 2021. Assessing (The impact) of advertisement on customer decision making: Evidence from an
educational institution. Ali, BJ (2021). Assessing (The impact) of advertisement on customer decision
making: Evidence from an educational institution. Afak for Science Journal. 6(01). pp.267-280.
 Izogo, E.E. and Jayawardhena, C., 2018. Online shopping experience in an emerging e-retailing market.
Journal of Research in Interactive Marketing.
 Khan, T.H., Yuzhen, D., Ali, S. and Ariyesti, F.R., 2021. Tea culture and industry: Customer tea buying
decision‐making power shaped by social capital in the presence of mutual trust. Journal of Public Affairs.
21(1). p.e2127.
 Kim, R.Y., 2020. The impact of COVID-19 on consumers: Preparing for digital sales. IEEE Engineering
Management Review. 48(3). pp.212-218.