Generic Theory of Buying Behavior

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UNIT 17. MARKETING INTELLIGENCE
Lewisham Southwark College Canteen and Students Decision
Task 1

It is the cafeteria manager’s goal to get inside the head of the students. It needs to be figured out how the students make decisions and how the manager can get them to make a decision to purchase the cafeterias’ products. There are 5 steps in a consumer decision making process:
Problem Recognition
Most decision making starts with some sort of problem. The students develops a need or a want that they want to be satisfied, usually hunger or thirst, or just the need for a hot drink. The students feel like something is missing and need to address it to get back to feeling normal. If the manager can determine when the target, students, develops these needs or wants, it would be an ideal time to advertise to them and to provide the products for them in a variety of choices for every taste. For example, especially in a cold rainy morning the students will want a cup of hot tea or a hot, quick breakfast like porridge, so the manager needs to make sure that the cafeteria is opened early and well provisioned with breakfast treats.
Search Process
In the searching phase students research for products or services that can satisfy their needs or wants. Regarding the student in a cold morning he has plenty of choices in his way to school like station cafeterias or even a drink from home. In London, it is instant and easy to find out what you are looking for, especially regarding food and drink choices. But, being in a hurry to catch trains and buses, the student might prefer to have his drink in school, relaxed, than running with a hot cup in crowded stations. Being in school, the student still have choices like the cafeteria in the next building or the Starbucks, so the manager needs to offer good prices and good quality with fast service to beat the competition. The past good experience with the ambiance of the cafeteria and the good products might make the student to



References: http://www.brandxpress.net/2005/10/brand-loyalty-vs-repeated-purchases/ Flekel, A. (2015). 5 Steps of Decision Making Process. [online] Yahoo Small Business. Available at: https://smallbusiness.yahoo.com/advisor/5-steps-decision-making-process-194509349.html [Accessed 19 Mar. 2015]. Penn, S. (2015). Business Theories of Buying Behavior. [online] Small Business - Chron.com. Available at: http://smallbusiness.chron.com/business-theories-buying-behavior-13883.html [Accessed 19 Mar. 2015]. Researchomatic , Marketing Intelligence , http://www.researchomatic.com/Marketing-Intelligence-151862.html( Accessed January , 4 , 2013). Brandxpress.net, (2015). Brand Loyalty vs. Repeated Purchases. [online] Available at: http://www.brandxpress.net/2005/10/brand-loyalty-vs-repeated-purchases/ [Accessed 16 Apr. 2015].

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