Stage of the Consumer Behavior Decision Process
There are five stages involved in the decision making of a consumer’s behavior. These stages represent the cognitive processes through which the buyer undergoes before purchasing a product or service.
These stages are illustrated by:
Problem/Need Recognition: This stage portrays the main reason as to why you want to buy a particular product or subscribe to a particular service. For example, one may decide to buy a new vehicle simply because the current vehicle is totally immobilized. This means that the main reason as to why the consumer wishes to purchase the new vehicle is to fill the gap left behind by the broken down vehicle. Therefore, the consumer has identified the problem or his need.
Information Search: After the consumer has identified his need, he will be required to find some information concerning his intended need. This may be inform of finding out whether he will need to buy the same model of the car, in our case, or if he will simply buy the same as the immobilized one. Moreover, the buyer may also wish to see if there is a better product in the market as compared to his earlier one hence the need for information search.
Evaluation of Different Purchase Options: Having collected relevant information concerning the product he wishes to purchase, the buyer needs to weigh the options he has. For example, he may have noted that Toyota and Mercedes have new range of cars which all meet his desires. Nonetheless, he will have to weigh the advantages and disadvantages of each, maybe in terms of performance, speed or comfort. This process of ascertaining which product is better is the third stage of the consumer decision making process.
Purchase Decision: When the consumer has evaluated all the different options that he/she has, finally comes up with one that customer finds more favorable. For our case, the buyer may find Mercedes more appealing hence opt to buy it. He finally purchases the car.
Post Purchase Behavior: This is the fifth and final stage. This is either marked by the buyer’s disappointment in the product or contentedness. This reactions and feeling of the buyer towards the purchased product make up the post purchase behavior.
McDonald's Customer’s Purchasing Process
When a health conscious buyer wishes purchase a food item from the McDonald’s, he/she may undergo the above listed processes.
For instance, the consumer may be compelled to buy a product simply because he/she is hungry. Hunger becomes a need hence the first stage which entails the recognition of the need is achieved.
Secondly, the buyer may seek to know some of the health-conscious foods being offered by the McDonald’s. Customer will collect different information regarding healthy foods which are being offered. Moreover, customer may come up with at least two desirable menus like fried chicken sandwich and grilled chicken sandwich. After making this collection, he/she may begin weighing the health implications related to each. This may be in form of the amount of calories in fats or salt content.
Finally, after evaluating the nutritional content and health risks attributed to each, he/she may find out that grilled chicken may have lower amounts of calories as compared to fried chicken. In this regard, the buyer will go ahead and purchase the grilled chicken sandwich. The last stage would be to evaluate whether his/her hunger has been satisfied while maintaining clean health standards. This process of evaluating whether his/her her need has been fully satisfied would refer to the final stage of consumer purchasing behavior, post purchase behavior.
Health Initiatives Launched By McDonald's In Europe
Some of the health related initiatives launched by McDonald’s in Europe included the setting up of enhanced menu choices as well as collaboration with experts to enhance consumer nutrition information and education. This was illustrated by their incorporation of fresh fruit packs in their menus as well as the introduction of juice, vegetable nuggets, milk, and low-calorie soft drinks.
In regard to customer education, the McDonald’s developed a list of some of the healthy food combinations and insisted on the provision of balanced diets. Furthermore, with the help of experts, the company managed to set up cooking tutorials on some of the easiest ways of preparing healthy fast foods. These tutorials were posted on their website for easy access by their consumers.
With these initiatives, the McDonald’s may realize their dreams of associated with good health rather than obesity. This policy by the company seeks to solidify their intentions on providing healthy foods as opposed to the numerous number of fast food joints that concentrate on providing junk foods. This shows that the company has concerns for its consumers hence keep the health standards top of their priority lists. Having established itself as a fast food joint, McDonald appeals for healthy foods will make it one of the most health conscious fast food joints in the world hence become the first choice for most consumers.
Quality of products and services is one of the most significant factors that determine consumer participation. No one would like his/her health to be put at risk simply because a certain fast food joint has been set up. Having observed these, the drive by McDonald’s to provide quality and healthy foods appeals to the consumers. Furthermore, McDonald’s stand ahead of their challenges when it comes to their cost of the foods in relation to the quality of food offered.
In conclusion, McDonald’s is one of the most reputable fast food joints in the world and its incorporation of healthy initiatives and policies into its product lines will boost is clutch in the fast food industry. This was a timely call for the company and its benefits will be imminent. It is seeking to meet all the demands that are related to consumer decision making variables.