Analysis of Consumer Decision-Making at Unicorn Grocery in London

This report provides an in-depth analysis of consumer behavior and decision-making processes within the context of Unicorn Grocery, a grocery business located in London. It begins by defining consumer behavior and decision-making, highlighting the psychological and environmental factors that influence purchasing choices. The report then explores various models of consumer decision-making, including economic, passive, and cognitive views, emphasizing the importance of understanding these models for businesses like Unicorn Grocery. A detailed mapping of the consumer decision-making process is presented, from need identification to post-purchase evaluation, using examples related to Unicorn Grocery's products. The significance of mapping the path to purchase is discussed, along with the different levels of consumer decision-making, such as extensive and limited problem-solving, and routinized response behavior. Finally, the report identifies and analyzes the economic, personal, and social factors that influence consumer decisions, providing insights into how Unicorn Grocery can better understand and cater to its customer base. The conclusion summarizes the key findings and emphasizes the importance of understanding consumer behavior for business success.

Consumer Behaviour and Insight

Table of Contents

INTRODUCTION
Consumer behaviour is a significant aspects of every product based organisation, because
consumer is one, who buys any defined goods & services at the mentioned prices or cost. In case,
consumer insight is a brief theory which provides consumer know how and about their decision
making process (Amuna, Shobaki and Naser, 2017) Consumer decision making process is the
full-fledged process which reveals about their choice of purchasing and taste & preferences. This
report will talk about Unicorn grocery, who works in area of selling groceries and its related
products. This business entity is located in London, United Kingdom and have almost 67
employee's. This report will be talk over consumer decision making, its models and mapping of
an entire process. Report will reveals about an importance of mapping a path to purchase and
level of consumer decision making. Along with this, report will also put its focus on different
level of consumer decision making process, factors affecting it and final conclusion to illustrate
this entire report.
Explain consumer decision-making
Buying decision process is the decision making process which is mainly used by buyer's
regarding market consumer before, during or after the purchase of good or service. In regards
with consumer of Unicorn grocery, decision making is a psychological construct. Specifically, it
is a process by which consumer identify their needs, collect information, evaluate alternatives
and making the decision process (Reeves and Margolis, 2017). These types of action are
determined by psychological as well as economical factors and which are also influenced by
environmental factor such as cultural, groups and social values. Unicorn grocery is an emerging
business with focus on targeting buyer's of different context such as income level, attitude &
different behaviours. Decision making involves how frequent is buying of customer in context
with any products or services, what are the major sources of knowledge generation and
frequency to alternatives of defined products or services. Consumer decision making needs to
have clear understanding of how act o consumer takes places and how they are to buying same
products or their purchasing pattern. Unicorn grocery needs to have good command over quality,
price and sustainability of their product to maintain frequency of buying.

Models of consumer decision-making
Consumer decision making is an on-going and frequently made process. In order to have
clear-cut understanding of the consumer decision making process, it is necessary to look out
different models of it. Models such as economic view, passive view, cognitive view etc. Firstly,
economic view model assumes that a consumer is the rational person and they generally takes
the rational decisions (Rana and Paul, 2017). Consumer compares various products, evaluates its
benefits and related disadvantages and then makes a purchase decision on a basis of information
collected. He is aware of all product alternatives and capable of ranking products in terms of
benefits along with disadvantages. Secondly, passive view model assumes that consumer takes
decision according to promotional efforts of the marketers and respond directly to the sales and
advertisement appeals offered by a marketers. Cognitive view is the best model of consumer
decision making. This states that consumer's must take decisions on the basis of their own
interest and in response to understanding of the marketing demands. Unicorn grocery must help
their consumer to get develop a short cut decision to cut down the long decision making process.
Mapping out the decision-making process
Consumer decision making process is an ongoing process which actually say about need
generation, market search, information check, search for alternatives and final deciding of an
items. This detailed process needs an example of Unicorn grocery products. The explanation of
an entire process is as follows:
Identification of needs/problems: This is the primary stage of consumer decision making
which involves identification of needs of any product or services says like wheat of the Unicorn
groceries (Pappas, 2017). This is a stage, from where decision making takes in pre-stages with
scope for info search and knowledge ascertainment.
Gathering of the relevant information: This stage deals with search information over
product or services and regarding its quality or measurement. Information like durability, validity
as well as quality & pricing needs to be identify and search for its alternatives.
Evaluation of an alternatives: In this stage, alternatives of product takes place to find
best suitable goods to buy along with matter of price factors. After finding an alternatives,
consumer generally compares to first choice and find out the suitable one to carry to take further.

Purchase decision: In this stage, customer take final purchase answer stating which of
the wheat will be buy or which not. This decision comes after needs identification, information
search and evaluation of an alternatives.
Post evaluation: This stage comes after purchase decision making and take place majorly
to evaluate type or quality of wheat product buys from Unicorn groceries.
Sources: Consumer decision making process, 2018
Importance of mapping a path to purchase decision making
Mapping a path to purchase decision making is important to be consider, because this has
to be cares about customer choice of product purchase, testing their knowledge and information,
curing them for searching for product alternatives, taking the final decision and evaluating final
decision making (Papatheodorou, 2016). The major importance of this mapping is overlooking at
the customer choice towards any product, their access to go for information search, changing of
choices because of meeting of alternatives product which has been found. It is important for
Unicorn grocery to take steps or measures to overcome availability of alternatives by quality
Illustration 1: Consumer decision making process

measurement and effective and attractive pricing to carry out final purchase. This will facilitates
Unicorn grocery to look over the customer outlook at the greater manner. This mapping will be
important for emerging groceries, as this will provide the customer pin-point which basically
influences them to purchase any specific products or services (Symmank, 2017). Also, it will
also facilitates Unicorn to take measures to overcome any kind of barriers in purchase making
process such as non-availability of desires product or services.
Levels of consumer decision-making
In context with Unicorn grocery, there are different levels of consumer decision making
are as follows:
Extensive problem solving: When any consumers has no paramount criteria problem for
evaluation of any product category or specific brands or have no narrow number of brands, they
generally considers for the small, manageable subset, decision making efforts which has been
classified as extensive problem solve. In context with Unicorn grocery, products classification
must be exact and relevant, that instant customer's problems must be solved in best possible time
or duration. Extensive problem solving usually occurs, when buying products are expensive and
important and implies with long time commitments.
Limited problem solving: At the limited problem solve level, consumers have already
established the basic criteria for evaluating the product category and the various brands in the
category. This level of problem solving occurs, when purchasing an altered version of the
product the consumer has bought previously, such as mobile phone, buying a food processor or
replacing an old laptop with a new one.
Routinised response behaviour: On this level of consumer decision making, consumers
have wide experiences with the different product categories and well established set of criteria
with which to evaluate the brands they are considered for purchasing.
Factors that influence decision-making
Economic Factor: This factor tells about affordability of a specific consumer, what are
their income level or ability to spend more on high prices of goods. This simply responsible to
shift consumer decision making in a negative manner (Hew, 2017).
Personal Factors: This factors involves factors such as occupation, age, lifestyle, social
and economic status as well as the gender of the consumers. These factors can collectively affect
buying decisions of the consumers.

Social factor: This kind of factor involves reference groups, family and social status. In
response, these factors too impacts the buying behaviour of their consumers. In fact, these are in
turn reflect and allows people to learn different values of consumptions. \
In context with Unicorn grocery, this emerging grocery business needs to understand and
analyse these factors to know pin-point which majorly impacts their consumer decision making
at the larger context. All these factors will be result based for Unicorn grocery.

CONCLUSION
From the above report, it has been concluded that consumer decision making is required
to make purchase of any defined or stated products or services for their self satisfaction.
Mapping of consumer decision making has become necessary to uphold the continuation of an
entire process for making final purchase of consumer goods and services. Models of consumer
decision making process has been resulted into clear understanding of its entire curriculum
process as well as led to final purchase of defined products or services. Levels of consumer
decision making is necessary to know what are major barriers comes under an entire process of
consumer decision making process as well as measures taken to avoid the negative factors in an
entire process.

REFERENCES
Books & Journals