Buying Decision Process
This section discusses the steps involved in the decision making process by the consumer in terms of what to buy and why to buy a specific brand out of the range of varieties available, among the different brands which promise to deliver and provide for a specific bundle of utility and value as perceived by the consumer. This process becomes a crucial for the value vs cost math.
Stages of buying decision process:
Problem Recognition - This stage refers to recognizing a need or a want that has to be satisfied. The need in the case of Maggi Pazzta would be defined as 'hunger'. Need being intrinsic in quality is broader. The need is directed into the desire for a specific kind of potential utility bundle, i.e. Maggi Pazzta in this case, which can be cooked in 5 minutes.
Information search - This stage refers to the part of the decision process where in the consumer searches information from different sources about the product he needs to buy. A successful information search leaves a buyer with possible alternatives. The information about Maggi Pazzta is not very readily available to the consumer, unless he looks for somethimg which could be cooked instantly or he/she has a specific craving for eating pasta. For FMCG products, generally, advertisement proves most crucial in terms of building the brand presence in the market. The most direct impact of a well crafted advertisement campaign results in brand recognition and consolidation of position.
Evaluation of Alternatives - In this stage the consumer evaluates the alternatives he has come across in the prior stage. The communication process in terms of advertisements and other sources needs to perform a differentiating function for the brand operating in that product segment. When a person wants to eat something instantly and craving for food, he might take into consideration sunfeast pasta or noodles from ching's, wai wai, and yipee.
Purchase decision - This is a crucial stage where in the consumer decides on a alternative and proceeds further about when to buy and the mode of purchase. In the ready to eat market, let us assume that the customer shows preference towards Maggi Pazzta to continue further. This decision, however, has a second layering where in the customer would need to decide what kind of pasta or noodles or soup he/she requires from among the range products (discussed in a previous post) being offered under the ready to eat market.
Purchase - This stage refers to the actual purchase made by the consumer depending on the mode, payment conditions and the product availability. After the decision, the purchase transaction is effected. In terms of the Indian customer study, most purchases of the nature are made in cash. However, the availability of Pazzta in supermarket stores where customers buy in bulk and pay in cash or credit have changed this situation slightly. However, in everyday store terms, the transaction in terms of cash would continue to hold.
Post-Purchase Behaviour - This stage will decide if the consumer will purchase the same product again or if he/she is satisfied with the applications of the product in relation to his needs. Maggi attempts to engage its customers through online campaigns and promotions. Also, Maggi maintains active digital promotion and media promotion policies to engage its customers. The consciousness and comfort associated with the brand name of Britannia helps in getting repeat sales. Dependability is the key and who can provide the same in a better fashion than one of the most prominent food product companies in the market. Thus, the position of Maggi Pazzta is pretty stable in this regard.
Buying Decision Process
This section discusses the steps involved in the decision making process by the consumer in terms of what to buy and why to buy a specific brand out of the range of varieties available, among the different brands which promise to deliver and provide for a specific bundle of utility and value as perceived by the consumer. This process becomes a crucial for the value vs cost math.
Stages of buying decision process:
Problem Recognition - This stage refers to recognizing a need or a want that has to be satisfied. The need in the case of Maggi Pazzta would be defined as 'hunger'. Need being intrinsic in quality is broader. The need is directed into the desire for a specific kind of potential utility bundle, i.e. Maggi Pazzta in this case, which can be cooked in 5 minutes.
Information search - This stage refers to the part of the decision process where in the consumer searches information from different sources about the product he needs to buy. A successful information search leaves a buyer with possible alternatives. The information about Maggi Pazzta is not very readily available to the consumer, unless he looks for somethimg which could be cooked instantly or he/she has a specific craving for eating pasta. For FMCG products, generally, advertisement proves most crucial in terms of building the brand presence in the market. The most direct impact of a well crafted advertisement campaign results in brand recognition and consolidation of position.
Evaluation of Alternatives - In this stage the consumer evaluates the alternatives he has come across in the prior stage. The communication process in terms of advertisements and other sources needs to perform a differentiating function for the brand operating in that product segment. When a person wants to eat something instantly and craving for food, he might take into consideration sunfeast pasta or noodles from ching's, wai wai, and yipee.
Purchase decision - This is a crucial stage where in the consumer decides on a alternative and proceeds further about when to buy and the mode of purchase. In the ready to eat market, let us assume that the customer shows preference towards Maggi Pazzta to continue further. This decision, however, has a second layering where in the customer would need to decide what kind of pasta or noodles or soup he/she requires from among the range products (discussed in a previous post) being offered under the ready to eat market.
Purchase - This stage refers to the actual purchase made by the consumer depending on the mode, payment conditions and the product availability. After the decision, the purchase transaction is effected. In terms of the Indian customer study, most purchases of the nature are made in cash. However, the availability of Pazzta in supermarket stores where customers buy in bulk and pay in cash or credit have changed this situation slightly. However, in everyday store terms, the transaction in terms of cash would continue to hold.
Post-Purchase Behaviour - This stage will decide if the consumer will purchase the same product again or if he/she is satisfied with the applications of the product in relation to his needs. Maggi attempts to engage its customers through online campaigns and promotions. Also, Maggi maintains active digital promotion and media promotion policies to engage its customers. The consciousness and comfort associated with the brand name of Britannia helps in getting repeat sales. Dependability is the key and who can provide the same in a better fashion than one of the most prominent food product companies in the market. Thus, the position of Maggi Pazzta is pretty stable in this regard.
CUSTOMER DECISION MAKING
Question 1: Who all buy Maggi Pazzta?
Answer: School and college students, Parents, Office goers, Small cafeterias and canteens.
Question 2: What problem will this product solve?
Answer: a) Satisfies hunger with taste.
b) Saves preparation time (Ready to eat).
Question 3: Which attributes of Maggi Pazzta are important and why?
Answer: a) Availability of flavors, as it satisfies people seeking different flavors of pasta.
b) Preparation time- 5 minutes, saves actual cooking time for pasta.
Question 4: If the buying decision is taken for the first time, how will you go about it. If the decision is made for the fourth or fifth time, how will you go about it?
Answer: First time, buying decision involves making a decision between the companies offering pasta, that is, Sunfeast and Maggi. After deciding on Maggi pasta, the next decision involves choosing among the 4 available variants.
By the fourth or fifth time, i would have tasted all the available varieties and would stick to the flavor that i like the most. The buying decision will be simple compared to the first time, as i will be sure about the product that i buy.
Question 5: What is the deliberation(thinking) in the mind at the time of buying the product?
Answer: a) The deliberation is to satisfy my hunger with my favourite food, pasta.
b) To not cook food and thus stick to ready to eat pasta.
