The typical consumer of Cones will go through a five-step purchasing process which will be Mac n’ further elaborated in the following: Need Recognition is the first step in the decision-making process. Consumers recognize a problem or a Need Recognition need when there is an imbalance between their actual state and their desired state. In this case, a need arises in consumers when they are either hungry, craving mac and cheese, or when they Mac n’ Cones’ are looking to try something new. Information Search (Internal/External) In order to satisfy their needs, consumers will need to begin looking for options. This second step of the five-step process is known as the and it can be conducted both internally and Information Search, externally: An internal information search occurs when consumers recall and evaluate Internal Information Search: information stored in their memories. Information that have been obtained either through word-of-mouth or previous interactions with the product or service fall into this category. Consumers will also recall any advertisements and other previous marketing efforts that they have come across. As such, Cones Mac n’ will work on increasing awareness of its brand through not only social media efforts and community building, but also through excellent customer service that will leave a positive impression in consumers’ minds. An external information search happens when an internal information External Information Search: search is not enough to convince consumers to make a purchase decision. They then seek information from the external environment. marketing efforts will ensure that it maintains its online Mac n’ Cones’ presence through websites and directories, and also work on physical presence through joining food truck directories and markets. Evaluation of Alternatives The third step in the purchasing process is the evaluation of all the information the consumer has gathered in the previous stages. At this point, the consumer will establish an evoked set that will consist of all the preferred alternatives they will eventually choose from, and make a purchasing decision. The level of consumer involvement required for each purchase mainly Consumer Involvement: determines the extent of this evaluation stage. As Cones products are priced affordably and will Mac n’
The typical consumer of Mac n’ Cones will go through a five-step purchasing process which will be further elaborated in the following: Need Recognition Need Recognition is the first step in the decision-making process. Consumers recognize a problem or a need when there is an imbalance between their actual state and their desired state. In this case, a need arises in Mac n’ Cones’ consumers when they are either hungry, craving mac and cheese, or when they are looking to try something new. Information Search (Internal/External) In order to satisfy their needs, consumers will need to begin looking for options. This second step of the five-step process is known as the Information Search, and it can be conducted both internally and externally: Internal Information Search: An internal information search occurs when consumers recall and evaluate information stored in their memories. Information that have been obtained either through word-of-mouth or previous interactions with the product or service fall into this category. Consumers will also recall any advertisements and other previous marketing efforts that they have come across. As such, Mac n’ Cones will work on increasing awareness of its brand through not only social media efforts and community building, but also through excellent customer service that will leave a positive impression in consumers’ minds. External Information Search: An external information search happens when an internal information search is not enough to convince consumers to make a purchase decision. They then seek information from the external environment. Mac n’ Cones’ marketing efforts will ensure that it maintains its online presence through websites and directories, and also work on physical presence through joining food truck directories and markets. Evaluation of Alternatives The third step in the purchasing process is the evaluation of all the information the consumer has gathered in the previous stages. At this point, the consumer will establish an evoked set that will consist of all the preferred alternatives they will eventually choose from, and make a purchasing decision. Consumer Involvement: The level of consumer involvement required for each purchase mainly determines the extent of this evaluation stage. As Mac n’ Cones products are priced affordably and will