Example Of Consumer Behavior Academic Essay

Q.1.
- Buyer Attributes and their Impact
Different factors impact decision making process. With respect to buyer attributes, the motivation to purchase a product is one of the basic reasons that encourage an individual to make purchase decision. For instance, the case discusses the decline in casual dining that has taken place by street dining as people are in a hurry and don’t have enough time to sit and eat casually. Moreover another reason behind decline in casual is the attitude of consumers that are shifted to online orders that have become norms of American people. In addition, the consumers are in search for value that is offered by fast casual chains i.e., Panera Bread Co and notably Chipotle Mexican Grill Inc which is enthusiastically appreciated by the consumers as these restaurants offer largely all-natural, higher-quality and sometimes made-to-order meals to its customers.
- Purchase Attributes and their Impact
Casual dining is also affected by the purchase attributes that impacts consumer decision making. Traditional casual dining is less preferred by the consumers due to increased purchase frequency of fast casuals i.e., made to order meals or placing online orders. Moreover, the fast food chain also offers value meals that are of affordable prices and fulfils hunger requirements of an individual.
- Market Attributes and their Impact
The consumers are available of many alternatives that have increased competition between the fast casual and has forced them to keep their prices low. This has benefitted consumers. Olive Garden, Chili’s and Applebee’s, Panera Bread Co, Chipotle Mexican Grill Inc, Cheesecake Factory Co. and Starbucks Corp are inexpensive restaurants that have shown increased traffic as compared to casual dining restaurants such as Darden’s chain as discussed in the article.
Q.2.
While purchasing or buying services, an individual engages in different level of involvement that depends upon the nature of a product. In casual restaurant dining, there is a low level of involvement as they are not much expensive and have less social risk. Moreover, less time is required to select a restaurant as they are food menu is bought through routine behavior with fewer efforts. As individuals have many options to choose from different casual dining restaurants that offer their services to its customers. The following table shows the Comparison of problem-solving variations: limited, extended and routine:
The extended problem solving refers to the decision making involvement when expensive, unfamiliar and infrequently products are purchased. The limited problem solving refers to the decision making process when products are purchased occasionally of unfamiliar brand or unfamiliar product. Lastly, the routine problem solving refers to the decision making involvement when decision is to be made on products that are bought frequently, which are of low cost and require less time for searching. The above table shows all these three decision making criteria with respect to different characteristics. Thus, with respect to casual dining, more search and information collection is done to find the best restaurant which have best product attributes (particularly price, quality, service, ambiance etc).