Consumer Decision Process Elements

Who buys Snickers?

• People who need a quick snack
• People with a craving
• People who need some energy
• Impulsive customers
• People who generally aren’t health conscious

What problem will this product solve?

• Satisfies hunger
• Uplifts mood of the consumer

Which attributes are important? Why?

• Texture of the chocolate
• Right proportion of chocolate, caramel and peanuts
• Should not be too soft
• Peanuts satisfy the hunger pangs and the mood.
• Chocolate uplifts mood

First time buyer vs repeated buyer

First Time: 

• It’s an international brand, now easily available in every store. Must try.
• Peanut, nougat, caramel
• Interesting ingredients.
• Yummy taste. Different from the other plain chocolates available in the market.
• Ads promise killing of hunger pangs.

Repeated:

• Need it to satisfy hunger pangs.
• Should not be too soft else it will become sticky and messy while eating.
• Slightly more expensive than other chocolates.
• Heavy on the stomach, can’t have in large quantities.
• Eat in limited quantities as it is not good for health.

Deliberation in the head of the consumer

This chocolate is different from the others present in the market.
It consists of peanuts and is fulfilling.
Other chocolates satisfy taste, this satisfies hunger.
The taste is very good.

Stages of decision making:

Explanation with respect to Snickers:

Need Recognition: Hunger satisfaction or chocolate craving

Information Search: Search for quick snacks or chocolate

Evaluation of Alternatives: Compare with snack options like Vada pav or with chocolate options like Dairy Milk.

Purchase Decision: Go for Snickers as it seems to satisfy both, hunger pang as well as sweet tooth.

Post-Purchase Behaviour: Go for Snickers again if it satisfies the consumer.