Ch. 6 - Consumer Decision Making

Consumer Decision-making Process

Need Recognition

Starbucks is related with the basic and physiological needs, thirst. We can easily find those needs wherever in our life. For example, you are way on school in summer. You feel thirsty. in front of coffee shop, you are in think you will get some drinks or not. You can also find those needs in cold weather. You didn't expect that it is cold day, so you wore light. but it is cold, so you may find some hot stuff. you will find a cup of coffee. Those two needs are rudimentary needs for Starbucks company.

Information Search

Customer need information for making decision. There are two ways, 'Internal information search and External Information search' First of all, you may follow your memory. you will try to remember coffee shop where you visited and taste of coffee. This is internal information search, and the most important search for making decision.if you don't have enough information in your mind, you will start to find external information search. the easiest way is ask friend or family. Their recommend will help you make decision. Also, you will search internet for blog posting or news. those ways are Non-controlled information. you may meets some adverting during the searching process. Starbucks advertising is well-known marketing-controlled information. Advertising on TV, internet, or newspaper. Actually, Starbucks' the biggest advertising is cup which is printed Starbucks logo. Starbucks customers become moving billboards as holding Starbucks coffee cup.

Evaluation of Alternatives and Purchase

Evaluation of Alternatives is the last step before purchasing. Nowadays, you don't need to evaluate yourself, because there are many website for rating. Yelp.com is one of famous evaluation applications. Even though, you search some place from internet or cell phone, you can see automatically rating of place from pre-visitors. Alternatives of Starbucks are the Coffee Beans and leaves, Aroma Espresso, Dun kin Donuts etc. if you search those stores, you can get Strengths and weaknesses each stores.Those information from evaluation applications will help you to make decision. However, It is personal idea, so you can't believe at all. End of all considering, You will purchase your drinks. 

Post purchase Behavior

Post purchase behavior is everything after purchasing products. Feeling, talking with friend about products, writing a blog post, or Returning products. all of those behaviors will affect to other decisions, because those behaviors become non-controlled External information. For example, yelp.com's customer review is one way of this process. Nowadays, Those reviews are powerful. In Korea, we have 'power Blogger' as a job. When I worked in restaurant, I met a power blogger. He rated my restaurant as very good in his blog. It affected immediately to customers. 60% of my customers made decision to visit my restaurant by power blogger's posting.