Buying cereal at Wal-Mart (part 2)

As the world economy got better, so did mine (though one thing was not directly related to the other). I got a job as a research assistant, and the pay was better. Going to Wal-Mart became a more pleasant experience. Instead of going directly to the Great Value-brand product, I now had the opportunity to browse around in search for the right cereal. Steps 2 and 3 of the decision-making process became more complex. I had to evaluate the different brands and the different flavors. Choosing a flavor wasn’t as hard; I love chocolate. The brand was more difficult to select. Many brands offer chocolate-flavored cereals so I had to try some of them before reaching a conclusion. After overcoming deception, I decided that Special K’s Chocolatey Delight by Kellogg’s was the one for me. Post-purchase dissonance was reduced as I found the love of my life, cereal-wise.

Buying cereal at Wal-Mart (part 1)

I go to Wal-Mart every two weeks to fulfill my need for buying groceries (and for going out). Wal-Mart always has different options for each item, so when I started going, it was somewhat difficult to decide that to buy. Price has been the driving factor most of the time at the moment of deciding what to buy. However, when the occasion allows for it, I will buy better quality products. For instance, let me analyze how the cereal-selection process has evolved over the past years.

My freshmen year at USU I had little money with me as I was not working, and I did not want to abuse my parent’s credit card. For this reason, when it was the time to choose what cereal to buy, I would choose the Great Value brand, which is the Wal-Mart cheap, horrible-tasting version of food-products. The macroenvironmental factors that play a major role in this case are economic and social trend (if you consider the fact that most students would do the same thing for the same reason). As for the decision-making process, the first two steps are clear (I need cereal and I go to Wal-Mart). Step 3 is achieved quickly as I l check all the options available in the cereal aisle; however, as previously described, I go for the cheap, Wal-Mart-branded cereal, and I proceed to buy the product (step 4). Buyer’s remorse keeps in immediately after I eat the cereal.

Macroenvironmental factors

Last but not least, a chart depicting the macroenvironmental factors that influence the consumer. Again, please refer to your closest marketing book in case you need to refresh your memory on some of the terms.

Decision-making process

Again more marketing jargon. In this case, the chart shows the consumer's decision-making process (at least for most "normal" consumers).

Marketing mix

To make sure that the reader(s) is(are) familiar with the marketing jargon, I start by presenting the 4 P's that make up the marketing mix. For further explanation, please refer to the closest marketing book.