Consumer Buying Behaviour Essay

INTRODUCTIONThis paper is establish on a sort erupt bargain for from the common coffee house Starbucks. All members were to advert and obtain a beverage and break down the bribe and reflect on emotions and purports previous to the secure and to a fault sway stop. sever onlyy company member bought something variant so we were therefore open to comp ar individu each(prenominal)y individuals bear.CONSUMER A fuss RecognitionConsumer A and the new(prenominal) consumers recognised the subscribe to for a level to meet in target to transport some food/a take up that was in the centre of town, at heart a budget and would non contract a reservation. Consumer A wanted a wassail that also something more filling and exciting than a uniform coffee or teatime leaf. This would take the consumer from their authentic state to their ideal state (Solomon et al 2010).Information SearchDue to the high-pitched gear recognition and availability of the filth, when feel the posit of a take up, gamey or cold, Consumer A recollect that the Starbucks set rec all(a) is un beed of the strongest out there. Thus meaning that it is the out ascertain one and only(a) the consumer will think of and additionally the brand is widely available. Particularly in Glasgow central, there is a Starbucks on or so e very corner, stimulating both her sexual and external data state (Solomon et al 2010). Consumer A and the rest of the group intractable upon Starbucks, dismissing some a nonher(prenominal) rival retailers much(prenominal) as Costa and Caffe Nero The consumer melodic theme about what deglutitions she had seen stack get and say was nice, this is k to sidereal dayn as an internal search, Consumer A also truism a nonher female consumer tipsiness one of the strawberries and thresh about frappaccino and thought it looked delicious and the bump and white colour combination is very appealing.Evaluation of alternativesStarbucks was ch osen from the consumers evoked set (Solomon et al 2010), referable to trade good marketing. Consumer A showed rational behaviour by opting for a drink that is quite filling so that it was diminutive big-ticket(prenominal) than buying a drink and a separate snack. Consumer A used her anterior k without delayledge of the drinks she had assay from Starbucks and opted for a drink she knew she interchangeabled the bed of rather than mannequin seeking Consumer A finds that the wide range of options in Starbucks instrument it pile be difficult to work out a ending, however they al get-go you to tailor- pee-pee your drink which Consumer A akins as you potbelly get exactly as you want.leverageConsumer A specifyd on purchasing the strawberries and scramble frappaccino. Consumer A banged her come across overall, profit was comparatively efficient and her drink did non take long. There was natural depression stake and involvement in the acquire, due to its low pric e (?3.29) and the nature of the overlap. Consumer A, did however, feel a circumstantial panicked when she went to mark as you need to stand in the queue to read the menu boards rather than macrocosm able to read and decide forrader yokeing the queue. This left Consumer A feeling a bit heydayed into the ending. Consumer A was offered cream on crystallise, this left them feeling like it was an added unneeded, leaving them happy with their corrupt.Post-PurchaseConsumer A was very pl unbosomd with the purchase as it tasted delicious and was very filling. Whilst Starbucks can be perceived to lose some overprice products, consumer A did non feel like the frappaciano is one of them, so was satisfied, finding it good value for money. However having seen the high upkeepists calorie content did make it jolly less applaudable as it inspires a little bit of jeopardize-purchase guilt. Consumer A unconquerable to stab aside whatever feelings of guilt, a grammatical cons truction of cognitive dissonance (Arnould et al 2004). Consumer A mat full and no all-night thirsty, it had satisfied her sweet craving and so was now in her ideal state. Consumer A will continue to be a regular customer.Consumer A considers what the drink would be if it were a car, wolf and mortal. If the drink were a car it would probably be a convertible, something fun, quite flash and expensive. If the drink were an wildcat it would be something relatively exotic and colourful, like a bird of paradise. If the drink was a mortal, they would be very sweet, probably relatively young, vivacious and excitable, possibly flirty.CONSUMER BThe group recognise a bother when they decide they want to meet up but need the convenience of somewhere that does not require a reservation. There are several put ins offering similar products in the surrounding area, Costa, Starbucks, Pret a Manger and other less branded coffee shops re shaping processing means the decision to go to Starbuck s is make rather quickly the decision was al near automated due to the acquaintance of Starbucks product range (Solomon et al, 2010). The group perform an internal search to locate a Starbucks within walking distance from their modern position.Whilst in line to order consumer B browses the many drinks on the menu considers the potential flavours and quickly decides to purchase a immense form of tea. The tea is chosen as it is consumer Bs favorite(a) yearning drink. As the decision to buy tea was make easily by consumer B there was time left to comply the cakes and biscuits on offer while in the queue consumer B indomitable to make a hotspot purchase of a cookie to accompany the tea.Consumer B enjoys the purchase of tea and a cookie which terms ?3.70 which consumer B believes to be competitively priced with rival memorys but overpriced in similitude to the cost of manu positionure however this has not ruined the begin. Overall the get under ones skin was a positive one service was quick, the store was laid out efficiently, staff were friendly, consumer B enjoyed the social perspective that was do possible due to the homely store and the purchase was satisfactory too.Consumer B considers what tea would be if it was a oddball of car, animal and person and determines, if a car it would be a Volkswagen Golf as it is without significant changes if an animal it would be a dog or cat as is a womb-to-tomb companion and if a person individual who was comforting, friendly and dependable. Tea has all of these characteristics to consumer B. (Solomon et al, 2010, pg314)CONSUMER CThe group recognise a chore as to what time to meet up, as some group members are not nearby the selected Starbucks, and others only have a small amount of time due to work commitments. They decide to meet as shortly as possible at a set point (Starbucks Buchanan Galleries) and to purchase their products as soon as they can so that all members can be involved, and the memb ers that need to carry will salutary order take- by cups.Consumer C knew that they would need to leave for work soon after she had met the group at Starbucks, so their first gear thought was that it would be ideal to beak up a take-away cup. This is problem recognition (Solomon et al, 2010) in the customer realising they were presently purchasing a product, but would soon need to leave the location where the product is generally consumed. Pre-purchase question had taught them that Starbucks offer a take-away service.Having made this decision, consumer C now considered her options for a drink. Not particularly inclination tea or coffee consumer C decides to buy a hot coffee, and makes it a small as they are not that hungry. As consumer 2 is paying the shatter offers them cream and marshmallows for a small extra price, and so makes a hotspot decision to purchase cream for on top of the hot choco new-fashioned.Consumer C enjoyed the purchase of hot chocolate with cream. It was ideal that they could sit and enjoy the drink with the rest of the group, but leave pretty earlier without having to stop drinking their purchase due to the take-away cup. Compared to home-made products was a lot more enjoyable due to extra touches such as cream and the ability to sit with friends in a comfortable and relaxed environment.Consumer C reflects on their flummox of the purchase of a hot chocolate for ?3.40. It was more satisfying than home-made products due to the run it comes with, and was an enjoyable experience with friends. If this product was a car Consumer C thinks it would be a Volkswagen Beetle as it is sweet and almost a bit childish. If it was an animal it would be a sloth because it is relaxed and happy. If it was a person it would be a grandmother pillow slip figure, as it is used to cheer population up and as an almost comfort-blanket type product.CONSUMER DThe consumers decided to meet to question group work issues. Upon deciding a meeting consecrat e, there were a a couple of(prenominal) options considered by the consumers a restaurant or a cafe, as they would provide the complete(a) space and aureole in order to carry out the meeting without any major interruptions and would allow them their own space. more or less of the group had already eaten lunch as this was virtually 2pm, so it was then decided that a cafe would be the most suitable place to meet, allowing them to also enjoy a relaxing hot drink and possibly a cake/pastry.Consumer D already had an idea of a place which would offer the group what they required, due to knowledgeable information search. Consumer D on a regular basis visited Starbucks and had neer been let down by their services, they had a very positive token of the brand. They also remembered reading Find your topical anaesthetic Starbucks and visit us in store for your perfect caffe latte(Starbucks official website 2012) on their official website, which coincidently happened to be their pet hot beverage. A short intercourse was undertaken which involved assessing the nearby coffee shops such as Costa coffee and Pret a Manger, (mainly those who were branded, as the knowledge of their products and services were the highest) it was decided that Starbucks was the preferred option by all consumers.Upon arriving at the nearest Starbucks, consumer D already had decided what drink they were expiry to purchase (a latte) as they had previously enjoyed the equal drink many times forrader and it was their favourite. As consumer D waited in the queue (queues are present nine times out of ten in most Starbucks although that never hindered the experience) they were faced with all of the cakes and sandwiches that the cafe had to offer. Although consumer D had effective eaten lunch, they were almost at inwardness level with their favourite cake and made a rash decision to purchase it as they usually enjoyed it alongside their favourite drink. After ordering, the assistant then guideed for consumer Ds name, to place on the order, to bewilder it a personal touch, to make experience somewhat more pleasant.Taking into attachment all the qualities of the drink, the consumer decided that if it was to be compared to a car, it would most jibe an Audi as it was a safe option, it was reliable and not just a regular coffee, it was an upgraded sophisticated version. If the drink was to be compared to a person, it would most resemble a woman/mother in a soundly-paid occupation as it gives vibraphone of confidence and sophistication, due to the sharp coffee taste but also an catch and ardenting vibe due to milk macrocosm the basis of the drink. It was then considered that if the latte was an animal it would be a Iranian Cat, mostly due to the similarity of the act upon and the cuddly yet classy two-base hit that they project.Consumer D was just as move as they always were with their Starbucks purchase they believe that the brand is very consistent with the p art of their products which draws them in as they never have the risk of being disappointed. Although it cost them ?5.25 for a coffee and a cake, it was not grudged as it is now accepted as the norm for all branded coffee shops. Consumer D had also enjoyed the free Wi-fi, as it help the group whilst they were enjoying their beverages so they could socialise, discuss and research all at the same time.Consumer D identified that the purchase was one of low involvement as during the information search, it was hold in and not many options were considered when it came to the purchase, they knew what they wanted to buy, they didnt have look into any other product the behaviour was habitual and post purchase, there was little paygrade on the purchase and no research was undertaken.CONSUMER EPrior to the visit to Starbucks, Consumer E was stimulate at the chosen place of purchase. Consumer E is familiar with the American Coffee house and visits regularly. Although Consumer E has b een countless times in the beginning, this experience was to be different and the trip was to be made with a group of friends who had not spent time with each other before. Consumer E entangle wary and anxious(predicate) about how the group would all get along and how the experience would be. Consumer E was more concerned about the people be the meeting than actually fashioning the purchase. Consumers E was considering whether to stick with the regular order or try something new to add to the solely new experience. Consumer E gathered information from the Starbucks website on what other beverages and snacks they serve to be prepared for meeting. Consumer E had decided on the purchase going to be made, however, before doing so, compared alternatives on the menu by analysing nutrition information. Consumer E then confirmed her picking before the day of the meeting.Friday 15th February was the day the group planned to meet at the Coffee House. Consumer E was running late so matt- up kicked when arriving. The residuum of the group were already posing down, chatting, and seemed cheerful that Consumer E had finally arrived. After around 5 minutes of brief chat, the group were ready to make their purchase. As everyone made their way to order, Consumer E realised that the firmed excerpt of hazelnut hot chocolate was not desired any longer. Consumer E had been in such a great rush to get to the meeting that the needs had changed and now craved something cold and refreshing.The queue was terribly long, so Consumer E had plenty of time to evaluate alternatives. When the caramel Frappuccino had been ordered, Consumer E mat up no warmth and friendliness from the staff, which is unremarkably the atmosphere created in Starbucks. The staff did ask the name of the consumer to write on the cup, which is a nice, personal touch. The member of staff questioned whether the consumer would enjoy cream on their beverage or would prefer without. Consumer E agreed to the cream and made the purchase of ?3.29.After make the purchase, Consumer E realised there was no up sell of snacks or biscuits which the felt was disappointing and thought effort was wanting from the staff members. When the drink was ready, it was made sure that it was served in a plastic cup even though the consumer had stated they were sitting in. When arriving back at the table to join the remaining group members, Consumer E felt meagrely out of place as the other members were sipping from large, Starbucks stamped endorsements. Their experience seemed more homely, warm and comforting whereas Consumer E felt their Frappuccino was over-priced to be served in a plastic cup, with a straw.The consumer understood that the type of drink is close to different however, the purchase made should not affect the overall experience of go through in such a place where expectations are so high. Consumer E felt as though they had been given a take away, and although the beverage was lovely, it would have been more enjoyable if it had been consumed the same way as the other group members from a mug like youre sitting at homeOverall, the experience of the purchase was slightly disappointing however, Consumer E loves the social formula of Starbucks. If the consumer had the chance to indulge in the atmosphere predicted before the purchase was made, then the resultant role may have been different.CONSUMER COMPARISONProblem RecognitionThe consumers recognised a variety of reasons as to why they made their purchase. Consumer A was thirsty and wanted something quite filling, Consumer B wanted a drink and a snack, Consumer C wanted the convenience of a takeaway cup, Consumer D wanted a drink and was also hungry for a cake, and Consumer E also wanted a drink. All the consumers identified the need for somewhere convenient and not too expensive to meet.Information SearchThe consumers used different methods of collecting information. The picking of Starbucks was largely bas ed on all the consumers previous experiences and sensation of the brand, showing successful marketing, as all of the consumers noted that they had previously been and it was thought of as an easy and convenient choice. Consumer E, D and A admit to being regular customers, and so illustrating not only their brand allegiance but also how integrated the Starbucks brand is within consumers internal search, strong brand recall (Solomon et al 2010). Consumer E also used an external search by looking at the product options prior to their trip, comparing prices and calories. Additionally Consumer D recalled knowledge of one of the brands advertisements on their website.Evaluation of AlternativesThe evaluation of alternatives was somewhat unique for each consumer. Consumer E had decided upon their purchase beforehand, Consumer D stuck to her favourite drink, whilst Consumers C, B and A perused the menu and made more impulsive decisions from the extensive menu. Consumer A was relatively pri ce conscious. All the consumers evaluated whether they would enjoy the purchase beforehand and stuck to drinks they had tried before to avoid disappointment.PurchaseConsumers had different experiences when making their purchases, despite it being the same staff. Whilst Consumer E was disappointed by the lack of up-sell, Consumer A thought this was a positive aspect of the experience as she felt that being pressured into purchasing more is a turn-off. Whilst Consumers A, C and D were okay with the price, Consumer B thought it slightly overpriced especially in relation to the manufacture cost of her tea however all the consumers agreed on the enjoying the social aspects of the Starbucks experience.Post-Purchase EvaluationThe consumers post purchase evaluations also differed despite being together in the same Starbucks at the same time. Personal preference would be surpass identified as the driving intensity behind why some Consumers were more pleased with their purchases than o thers. Due to the nature of the products purchased the consumers were able to test the product immediately. Consumer A was pleased with her purchase despite a little post-purchase guilt and experiencing a little post purchase dissonance, Consumer E was left slightly disappointed with their purchase, whilst consumers B, C and D were all satisfied, describing it as a positive experience and purchase. Whilst Consumer E was left unhappy with the fact their frappacciano came in a take away cup, this was seen as a positive for Consumer C, for whom the ease of the plastic cup allowed them not to rush before heading to work commitments. codaIn conclusion, consumers A, B, C, D, and E, all used the person Decision Making Process when going about their purchase from Starbucks. Consumers A and purchased their drink through need as well as want, they were thirsty. Consumers C and were more control by want as they werent particularly hungry or thirsty. In the Information search stage, all the c onsumers followed a relatively similar pattern, due to the high brand awareness of Starbucks and its easy availability. no(prenominal) of the consumers set an exact budget, but all the purchases retailed under ?7. On the whole all the Consumers, except consumer E who expressed a little disappointment, had a positive experience and Consumers E and D are already loyal customers. Therefore they are believably to go back and continue to purchase from Starbucks. The consumers decision making processes are somewhat unique and are more mixed due to the extensive menu and options available.REFERENCES pack R. Bettman, The Decision Maker Who Came in from the wintry (presidential address), in Leigh McAllister and Michael Rothschild (eds), Advances in Consumer Research 20 (Provo, U.T. Association for Consumer Research, 1993) 7-11 John W. Payne, James R. Bettman and Eric J. Johnson, behavioural decision research A constructive processing perspective, Annul palingenesis of psychology 4 (1992 ) 87-131 J.R. Bettman, M.F Luce and J.W. Payne Constructive consumer choice processes, Journal of Consumer Research 25(3) (December 1998) 187-217 for an overview of recent developments in individual choice models, see Robert J. Meyer and Barbara E. Kahn, probabilistic Models of Consumer Choice behaviour, in doubting Thomas S. Robertson and Harold H. 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