Caffe Nero: Applying Consumer Decision-Making in Marketing Practice

This presentation analyzes consumer decision-making processes in the context of Caffe Nero, a successful cafe chain in the UK. It explores how customers make purchasing decisions, emphasizing the stages they go through before selecting a product or service. The analysis evaluates the application of the consumer decision-making framework to Caffe Nero, highlighting how understanding this process can benefit both the cafe and its customers by ensuring customer satisfaction and potentially increasing profitability. The presentation concludes that informed consumer decisions lead to greater satisfaction and that businesses can gain a competitive edge by catering to customer preferences.

MARKETING PRINCIPLES &
PRACTICE

TABLE OF CONTENT
•Introduction
•Main body
• Explaining consumer decision making process to explain customer’s behavior and how they take decision.
• Application of framework
• Evaluation of consumer decision-making for Caffe Nero.
• Conclusion
•References

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 of and steps regarding customer decision-making action.

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.

CONTD….

Application of framework

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
 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/>