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Analysis Of Dahlstrom And Crosno's Sustainable Marketing

573 Words3 Pages

According to “Sustainable Marketing,” authored by Dahlstrom and Crosno, the purpose of chapter four is to explain the consumption process and the constraints on the process. As consumers, we all go through a process when making a purchase. As a marketer, the goal is to influence consumers to take some type of action toward their product or service. Also, the goal of any company will be to maintain competitive advantage over competitors. In order for companies to maintain competitive advantage and attract customers to choose their product or service, marketers will need to understand the buying behaviors of consumers and analyze their decision-making process.
As referred to our textbook, the consumption process is a series of steps that buyers …show more content…

According to a Forbes article, almost everyone shops for groceries, in fact “90% of household’s shop for groceries once a week or more” (Kestenbaum, 2017). The start of the decision process for consumers may be where to shop. Some individuals may choose a place with name brand products, some may choose private labeled products. For those individuals who choose private brands, they may want to shop at Aldi. Aldi is a great place to shop for low priced and quality goods. They are able to develop these low costs by using a streamline approach. Some ways that they reduce costs are the rent a car system and encourage reusable/recycled bags. The grocery chain has simplified their supply chain by limiting the number of brands on store shelves; which is around 95% of private labeled brands. With limited brands in the store, this creates value for the customers by making the shopping experience more simple and fast. With numerous name brand goods, customers may become frustrated and may experience “buyers regret after they make a decision”. Too many choices may reduce a customer’s likelihood to buy an item and /or leave them less satisfied with their purchase (Danziger, 2017). As explained in a Harvard Business Review article, providing customers with a plethora of choice may produce “choice paralysis, but also that it can reduce people’s satisfaction with their decisions, even if they made good ones” (Schwartz,

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