Huggamug Café and Café Bean Case

The consumer buying process is a fundamental factor businesses must critique in order to improve their profitability. HuggaMug Café and Café Bean must understand the buying process starts long before the actual purchase decision and continues long after (Armstrong et al. 2012, p. 160).

It is evident there is some level of need recognition for cafés as supported by the percentages displayed in figure 5.2, whether it be for hunger or thirst. An interested consumer will then tend to move to the second step by conducting information about another café and weighing out their options. Consumers can obtain information from a number of different resources such as family and friends, advertising, experimental sources etc. (Armstrong et al. 2012, p. 161). In terms of HuggaMug Café and Café Bean, the percentage of customers who have recommended the café to others is relatively low, essentially affecting the awareness of the businesses as represented in figure 5.2. As explored in Armstrong et al. (2012, p. 161), the more information attained, consumer awareness and knowledge of the business will increase.

The third step is evaluation of alternatives involving how consumers compare their alternatives based on evaluative criteria such as price and quality (Armstrong et al. 2012, p. 161). It is evident through figure 5.2, perceived quality and value is virtually high for both cafés, although, the business should aim for the percentages to increase. An increase in perceived quality and value will allow consumers to skip this step in the buying process, as consumers would establish loyalty with the café and eliminate the idea of alternatives.

The final step is post- purchase behaviour, highlighting the importance of understanding consumer expectations. This step determines if a consumer is satisfied or dissatisfied. Customer satisfaction is critical in building profitable relationships with consumers in order to maintain current consumers and attract new consumers (Armstrong et al. 2012, p. 162), thus, increasing awareness and perceived value and quality.

As the shopping centre owner, I understand there are many influences affecting consumer buying decisions that need to be considered in order to improve profitability. Both cafés need to improve on understanding the demographics of their café, focussing on cultural groups, social class and culture in order to satisfy consumer expectations (Armstrong et al. 2012, p. 149). This will allow the cafés to understand consumer buying decisions and the motives of their market. For example, if the cafés were located in the heart of Newtown, ensuring the café is organic, supporting relevant charity organisations and employing a hipster vibe is essential.