University Marketing 7: Consumer Decision-Making Analysis Report

This marketing report examines the consumer decision-making process surrounding the purchase of Bird's Eye chicken nuggets. It begins by identifying the need for frozen food based on a fast-paced student lifestyle and the desire for convenience, affordability, and health considerations. The report then analyzes both internal factors, such as lack of time and cooking skills, and external factors, including product availability and recommendations, that influenced the purchase decision. It explores alternative options like restaurant food and other packaged foods, evaluating them based on cost, health benefits, and convenience. Applying the motivation-need theory, the report aligns the purchase with consumer needs. The report also analyzes the impact of product availability on decision-making and concludes with an assessment of expected post-purchase behavior, emphasizing the importance of service and potential repurchase intentions. The report utilizes academic resources to support its claims and provides a clear and comprehensive overview of the consumer decision-making process.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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1. Identification as well analysis of the need as well as want that led me to the purchase
The term frozen food refers to the food items that are subjected to rapid freezing and are
kept frozen until used. According to researchers, frozen food items retains vitamins and minerals
and no major changes in fat, protein and carbohydrate content has been noticed when it comes to
frozen food items (Frederiks, Stenner and Hobman 2015). Another major benefit of frozen food
items includes, very limited cooking time is needed for the same. For instance frozen food items
like fish or chicken nuggets are ready made food items that can be cooked within a limited
period of time.
Considering the fact that my lifestyle as a student and pat time is highly fast spaced, I have
chosen to buy the Bird’s eye 24 Chicken Nuggets with Golden Wholegrain in order to save my
cooking time. The mentioned frozen food items barely needs 5 minutes to cook and can be
consumed alone or with any other cereal as breakfast, lunch or dinner. Since I lead a busy
lifestyle and I personally don’t prefer cooking, majority of time, a good amount of my financial
resource gets invested on food items purchased from restaurant. This often becomes highly
costly and also is not good for my health. Compared to the food items bought from restaurant,
consuming frozen food item like Bird Eye 24 Chicken Nuggets will golden whole grain, as per
my opinion, will be cost effective as well as nutritious (Maniatis 2016).
2. Identification and examination of the internal and external sources that will be used for
making decision.
Both internal as well as external factor are there which have helped me to decide if I will buy the
Bird Eye 24 Chicken Nuggets with golden whole grain. According to researchers internal
sources of information involves consumers personal needs or motives and attitude towards the

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product or service. For me the chief internal sources that are responsible for my decision of
buying the product includes
1. Lack of time: Due to my busty lifestyle I can’t afford a good amount of time to buy food
items.
2. lack of cooking skill: I lack cooking skills which makes it difficult to cook food items
within a limited amount of time that I have (Haugtvedt, Herr and Kardes 2018).
3. lack of financial resources to invest regularly on purchased good item
4. Health concerns: Consumption of purchased food items on a daily bass have raised
certain heath concern which needs to be avoided.
The chief external motives that helped me to make decision include:
1. Affordability of the product: The Bird Eye 24 chicken nuggets with golden whole grain is
priced in a way that can be easily afforded by students to part time employees like me
2. Availability of the product: the product is easily available both online as well as offline e
which also influenced my decision of purchasing the product to a great extent.
3. Recommendation from friends: A good number of my friends who faces the same issue
have suggested me to buy the mentioned food items which have also influenced me
(Wang and Yu 2017).
4. Internet research: before making the purchase, I am conducting a huge amount of
research in order to understand both the positive as well as negative prospects of the food
item that I want to purchase.
3. Evaluating alternatives along with narrow downing attribute for the selected product

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The chief alternatives of the chosen food items include foods from restaurant and ready to eat
packaged food. The area where I reside is comprised of a good number of restaurants. This in
turn makes purchased food items an easier alternative for me. However the chief barriers of
opting for the mentioned alternative are the financial constraints as well as the health concerns
associated with consuming food items from outside. When it comes to the instant food item, like
frozen food items they are quick to made and available at an affordable price. However, this food
items lacks health benefits unlike the later (Karimi, Papamichail and Holland 2015). According
to the motivation-need theory, individual acts to fulfil their needs on the basis of a five part
priority system. The basic needs of a consumer includes, in order of the importance,
physiological (survival), safety, love, esteem, and self-actualization. This theory can be applied
while analysing my need for the Bird Eye 24 Chicken Nuggets with Golden Wholegrain, this
theory can be applied. the major competitors of the mentioned food item includes, other non veg
as well as vegetarian frozen food from the Bird’s eye company as well as from other companies
4. identifying and analysis of available purchase method and to determine how these
methods impacted on your decision making process
According to the consumer decision making theory, the availability of a product or service
imposes huge impact on the consumer decision making process. Utilitarian products that possess
a good number of alternatives can be easily substituted in case of unavailability. Hence
availability of products is highly crucial to grab consumer’s attention.
When it comes to the Bird eye chicken nuggets, the availability of the product is high both online
as well as offline. The product is available in majority of the convenient store near my location.
Also, the product is available on online marketing sites (Stankevich 2017). Considering the fact

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that it will not be possible for me to wait for a product that I will consume daily for a prolonged
period of time, high availability imposed positive impact on my decision.
5. Analysis of the post purchasing behaviour by identifying the features of the products
The post purchasing behaviour that is experienced by a consumer depends on the decision
making of repurchasing the products or not. Considering the fact that I will be make the purchase
from a local convenient store, I will expect effective post purchasing behaviour from the store as
well as the from the Bird eye company. The service after purchasing that will be received by me
will decide whether I will make the next purchase or not.

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Reference List
Frederiks, E.R., Stenner, K. and Hobman, E.V., 2015. Household energy use: Applying
behavioural economics to understand consumer decision-making and behaviour. Renewable and
Sustainable Energy Reviews, 41, pp.1385-1394.
Haugtvedt, C.P., Herr, P.M. and Kardes, F.R., 2018. Consumer Decision Making: A Choice
Goals Approach: James R. Bettman, Mary Frances Luce, and John W. Payne. In Handbook of
Consumer Psychology (pp. 588-609). Routledge.
Karimi, S., Papamichail, K.N. and Holland, C.P., 2015. The effect of prior knowledge and
decision-making style on the online purchase decision-making process: A typology of consumer
shopping behaviour. Decision Support Systems, 77, pp.137-147.
Maniatis, P., 2016. Investigating factors influencing consumer decision-making while choosing
green products. Journal of Cleaner Production, 132, pp.215-228.
Stankevich, A., 2017. Explaining the consumer decision-making process: Critical Literature
review. Journal of international business research and marketing, 2(6), pp.7-14.
Wang, Y. and Yu, C., 2017. Social interaction-based consumer decision-making model in social
commerce: The role of word of mouth and observational learning. International Journal of
Information Management, 37(3), pp.179-189.
Journal link
Frederiks, E.R., Stenner, K. and Hobman, E.V., 2015. Household energy use: Applying
behavioural economics to understand consumer decision-making and behaviour. Renewable and

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Sustainable Energy Reviews, 41, pp.1385-1394. Retrieved from:
https://www.sciencedirect.com/science/article/pii/S1364032114007990
Haugtvedt, C.P., Herr, P.M. and Kardes, F.R., 2018. Consumer Decision Making: A Choice
Goals Approach: James R. Bettman, Mary Frances Luce, and John W. Payne. In Handbook of
Consumer Psychology (pp. 588-609). Routledge. Retrieved from:
https://www.taylorfrancis.com/books/e/9781315648361/chapters/10.4324/9780203809570-33
Karimi, S., Papamichail, K.N. and Holland, C.P., 2015. The effect of prior knowledge and
decision-making style on the online purchase decision-making process: A typology of consumer
shopping behaviour. Decision Support Systems, 77, pp.137-147. Retrieved from:
https://research.edgehill.ac.uk/ws/files/20178844/Karimi%20et%20al-DSS-2015.pdf
Maniatis, P., 2016. Investigating factors influencing consumer decision-making while choosing
green products. Journal of Cleaner Production, 132, pp.215-228. Retrieved from:
http://maniatis.eu/wp-content/uploads/2015/04/JOURNAL-OF-CLEANER-PRODUCTION-
FINAL.pdf
Stankevich, A., 2017. Explaining the consumer decision-making process: Critical Literature
review. Journal of international business research and marketing, 2(6), pp.7-14. Retrieved from:
https://www.researchgate.net/profile/Bojan_Obrenovic/publication/335491132_Explaining_the_

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Consumer_Decision-Making_Process_Critical_Literature_Review/links/
5d68f0df92851c154cc5c252/Explaining-the-Consumer-Decision-Making-Process-Critical-
Literature-Review.pdf
Wang, Y. and Yu, C., 2017. Social interaction-based consumer decision-making model in social
commerce: The role of word of mouth and observational learning. International Journal of
Information Management, 37(3), pp.179-189. Retrieved from:
https://www.researchgate.net/profile/Chiahui_Yu/publication/285926010_Does_Social_Interacti
on_Affect_Consumer_Decisions_on_Social_Commerce_Sites/links/
58f4276b458515ff23b48419/Does-Social-Interaction-Affect-Consumer-Decisions-on-Social-
Commerce-Sites.pdf