Customers are the integral part in ensuring the sustainable position of the organisations in this competitive scenario. The business-to-consumer companies pay more focus in fulfilling the needs of the customers. The study will develop the ideas about the food product retailing of Woolworths. The target customers of Woolworths are looking forward to consume the healthy foods that can protect the people from obesity and health related diseases (Charlton et al. 2015). The study will present the clear insights about the stages of consumer decision making process for maintaining the sustainable position of the organisation.
The consumers usually take time to undertake the product purchasing decisions. The consumer decision making process thus includes five major stages. These stages of decision making are:
Identification of the specific demands
The first step is to identify the exact needs of the customers (Blut et al. 2014). For example, the young customer group generally focuses on consuming the healthy food since the obesity level is higher in Australia. Accordingly, the business companies usually respond to fulfill the demands of the customers. Woolworths needs to pay attention towards such needs and offer healthier foods to the target customers.
Searching for the information
The customers tend to collect more information about the product of their interests. Similarly, when the customers find any product as per their expectations, they usually search for the quality, price, and the brand value (Hall, Ahearne and Sujan 2015). Business companies have to be much cautious about producing such products that can fulfill the expectation level of the customers. Woolworths need to pay attention towards such demands and improve the quality of the healthy foods to meet the expectation level of the customers.
Evaluating the Alternatives
The third step is to evaluate the diverse alternatives that are available in the business market. The individual customer first collects the information and selects the best option. Hence, it is essential to offer the best and value added products to the customers to influence the purchase decisions (Karimi, Papamichail and Holland 2015). Woolworths needs to be attentive enough to offer the best food products to retain the customers.
When the customers finally purchase products after going through all such steps, it is required to provide the after sale services. This post purchase decisions are influenced by the effective services provided to the customers by the company (Sallam 2014). It is even helpful in establishing the ‘positive word of mouth’ for the future purchases. The post purchase action of the customers decides that whether the expectation level is fulfilled or not (Chang et al. 2017).
Woolworths need to pay attention towards such requirements for creating the positive influence on the customers. Maintaining the proper balance of offering the customers the best products is necessary to influence the decision making process.
Woolworths has concentrated on offering the healthy foods to the customers in Australia. The target customers are the young and adults. It has been observed that the people in Australia have been suffering the high level of obesity and overweight. The young generation has been suffering much due to high consumption of unhealthy food. Therefore, Woolworths is targeting the young group of customers for selling the healthy food and condensed milk that can keep their health healthy. These foods and milk contain the high nutritious value that will be helpful enough in reducing the obesity level (Flanagin et al. 2014). The customers are thus looking for the high quality milk products and foods that can fulfill such demands. The product quality, price, and packaging are the major specifications that influence the buying behaviour of the customers. Apart from this, the post purchase services are also needed to be taken into considerations.
The other competitors available in the market provide the high calorie snacks that are much interesting for the young generation. However, it generally increases the obesity level, which is the major health concern for everyone. Therefore, Woolworths need to take the chance to provide the best solution of decreasing obesity level by offering the healthy and nutritious food products to the target customers (Khan, DivyaRana and Singh 2014). Influencing the purchasing behaviour with the proper quality and price would be beneficial in attracting the customers in a significant manner.
In order to influence the purchasing decision making behaviour of the customers, it is essential for Woolworths to utilize some of the specific marketing implications. These implications are discussed further.
Woolworths needs to follow these implications for creating the positive impact on the customers’ minds. These implications can even transform the marketing style and ensure the strengthened customer base of Woolworths in this competitive business scenario.
Conclusion
The study reveals the stages of customer purchasing decision making process. Woolworths is offering the healthy food and dairy products to the young and adult customers in Australia. Due to the increasing level of obesity at early age, the young generation is much inclined towards the nutritious diets. Hence, it is essential for Woolworths to recognize the demands and needs of the customers. Accordingly, providing them the necessary products with high quality and justified price would strengthen the customer base for the future sustainability.
References
Blut, M., Beatty, S.E., Evanschitzky, H. and Brock, C., 2014. The impact of service characteristics on the switching costs–customer loyalty link. Journal of Retailing, 90(2), pp.275-290.
Chang, K.C., Hsu, C.L., Chen, M.C. and Kuo, N.T., 2017. How a branded website creates customer purchase intentions. Total Quality Management & Business Excellence, pp.1-25.
Charlton, E.L., Kähkönen, L.A., Sacks, G. and Cameron, A.J., 2015. Supermarkets and unhealthy food marketing: An international comparison of the content of supermarket catalogues/circulars. Preventive medicine, 81, pp.168-173.
Flanagin, A.J., Metzger, M.J., Pure, R., Markov, A. and Hartsell, E., 2014. Mitigating risk in ecommerce transactions: perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention. Electronic Commerce Research, 14(1), pp.1-23.
Hall, Z.R., Ahearne, M. and Sujan, H., 2015. The importance of starting right: the influence of accurate intuition on performance in salesperson–customer interactions. Journal of Marketing, 79(3), pp.91-109.
Karimi, S., Papamichail, K.N. and Holland, C.P., 2015. The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems, 77, pp.137-147.
Khan, S.M.F.A., DivyaRana, D. and Singh, H., 2014. An Empirical Study of Organised Retailing Strategies in developing customer loyalty, changing purchase decision and developing satisfaction in Consumer of Indian Sub-Continent. International Journal of Multidisciplinary and Current Research, 2, pp.247-253.
Sallam, M.A., 2014. The effects of brand image and brand identification on brand love and purchase decision making: the role of WOM. International Business Research, 7(10), p.187.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download