Bold Street Coffee: Applying Consumer Decision-Making Frameworks

This report explores consumer decision-making processes within the context of marketing principles and practices, focusing on Bold Street Coffee, a successful café in Camden, UK. It explains the various stages of consumer decision-making, from need recognition to post-purchase evaluation, and applies a framework to analyze customer behavior. The report evaluates how these decision-making processes benefit both the consumer and the organization, highlighting the importance of understanding consumer preferences to enhance customer satisfaction, gain competitive advantages, and increase profit margins. The analysis concludes that by gathering information and considering feedback, consumers make informed purchasing decisions, while organizations can tailor their offerings to meet customer needs and retain their loyalty.

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 Bold street café coffee
• 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 Bold street Coffee, 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.

CONT….

Application of framework
Need
Recognitio
n
Search for
informatio
n
Evaluation
of
alternativ
es
Purchase
of
decision
Post
purchase
evaluation

Evaluation of consumer decision-making for Bold street café
coffee
• 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
• Bangsa, A.B. and Schlegelmilch, B.B., 2020. Linking sustainable product attributes and consumer decision-
making: Insights from a systematic review. Journal of Cleaner Production. 245. p.118902.
• Lee, Y. and Lin, C.A., 2021. Exploring the Serial Position Effects of Online Consumer Reviews on Heuristic vs.
Systematic Information Processing and Consumer Decision-Making. Journal of Internet Commerce. pp.1-23.
• Pandey, S. and Singh, S., 2020. Scenario Analysis of Different Social Media Platforms for Consumer Decision
Making Process. International Journal of Commerce & Business Management. 13(1). pp.16-20.