Ch. 5: Consumer Decision Making

When consumers are making the decision to buy a product they generally follow a “consumer decision making process”. This process requires that one recognize that they want or need something, research available products or services, evaluate and compare alternatives, purchase, and then decide if one is satisfied with the purchase of the product or service. Marketing managers research such things as demographics, culture and values when creating a marketing strategy.

Amy’s Kitchen among other “health” food brands have found a niche in the market that allows for refined targeting practices. Amy’s original intention was to cater to busy people (primarily vegetarians) that want to eat healthy food that tastes good. Everyone has to eat and because of the increasing education and awareness of good nutrition practices, people’s food choices are ever-evolving.

Amy’s image is “at home” cooking that comes in a box. The frozen foods are packaged in cardboard boxes, with pictures of home cooked meals placed on serving dishes in an “at-home” kitchen setting, with fresh whole ingredients in the back round. The colors are most often browns, yellows, and greens, which are associated to earth and nature. These images likely appeal to the educated consumer that cares about the importance of healthy home cooked meals. Amy’s image relays an understanding of these values and this image translates to the buyer that Amy’s products are not that far removed from home cooking.

At first Amy’s could only be found in health food stores because that’s where the majority of vegetarians could find a variety of food options. Now Amy’s products are spreading to even the largest of grocery store chains. Amy’s (as well as other foods targeted to heath conscious consumers) distribution to larger food chains is now reaching the minds of household decision makers of all interests and values. Not all Amy’s customers are vegetarian, for instance. Amy’s customer base is expanding to large families that usually shop in higher volume (via large chain grocery) and is being marketed to children (they offer a menu of kids meals).