Scribd
Upload
468 views2 pages

Customer Decision Making (Nescafe)

The document discusses the results of a customer decision survey about purchasing Nescafe instant coffee. It includes responses from two respondents. Respondent 1 is a 24-year-old male student who works in civil engineering and buys Nescafe for its caffeine when needing to avoid drowsiness during long days. Respondent 2 is a 23-year-old female student who stays up late and buys Nescafe for its mild taste and caffeine to stay awake while working at night. Both respondents choose Nescafe due to its easy availability and affordable price without lengthy decision-making.

Uploaded by

Yunis Septy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
468 views2 pages

Customer Decision Making (Nescafe)

The document discusses the results of a customer decision survey about purchasing Nescafe instant coffee. It includes responses from two respondents. Respondent 1 is a 24-year-old male student who works in civil engineering and buys Nescafe for its caffeine when needing to avoid drowsiness during long days. Respondent 2 is a 23-year-old female student who stays up late and buys Nescafe for its mild taste and caffeine to stay awake while working at night. Both respondents choose Nescafe due to its easy availability and affordable price without lengthy decision-making.

Uploaded by

Yunis Septy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

Name : Yunis Septy Sausan

NIM : 29119076
Subject : Customer Decision Survey Report

Customer Decision Survey


Understanding the consumer decision-making process is key to identifying marketing
challenges and opportunities. It’s important to align marketing efforts with the steps
customers undertake to decide what to buy. So we can try to find it with the Customer
Decision Survey.

Nescafe
Nescafe is the largest brand for Swiss food giant Nestle. The instant coffee brand derives
its name from “Nestle” and “cafe.” The coffee originated in Brazil in the 1930s as a using
Nestle’s expertise in milk processing to develop instant coffee. Now, Nescafe has a lot of
variances in type, flavor, and packaging.

Questions
1. Is there anyone or anything who involve you to buy Nescafe? If there’s how much
she/he involves you to buying Nescafe?
2. Do Nescafe fulfill your body and spirit/ social status / desire / easiness / price /
tasted?
3. After you have for a long time of thinking, are you still buy Nescafe?
4. What Kind of triggered that involve you buy Nescafe?
5. How did you know Nescafe? Conscious or unconscious?
6. What kind of source do you use in order Nescafe?
7. What media that you use to purchase Nescafe? Delivery? Cash?
8. Is there any option except Nescafe that involve you?
9. When do you usually drink Nescafe? Morning / Afternoon / Evening?
10. Which comes first: what to buy or where to buy?

Transcript

1. Respondent 1
The first respondent is a 24-year-old male. He is a student who also works in civil
engineering. He goes to college in the morning and workday till night. He often buys
Nescafe coffee because he needs caffeine for his activities. For of all, he found out about
Nescafe when his friend offered him. He would be refreshed when consumed Nescafe.
That's when he started buying continuously. Nescafe is easy to find and the price is
affordable, he buys it without lengthy consideration.
He usually buys Nescafe when he has a lot of activities in a day. He drinks during
the day, the goal is to avoid drowsiness. He buys Nescafe directly at the nearest
minimarket or stalls with cash or Gopay. Although he bought it without consideration,
sometimes he thought of buying the other instant coffee such as Good day or ABC coffee.
But he remembers about taste then he keeps choosing Nescafe.
When buying coffee whether it is Nescafe or other brands, the first thing he
considers is where to buy it, not what coffee he buys. Because he is a practical person,
he’s lazy if he had to buy coffee at a coffee shop. So he chose the minimarket as a place
where he used to buy coffee.

2. Respondent 2
The second respondent was a 23-year-old woman. She is a student in Bandung. She has
a habit of staying up late. She more concentrates when working at night. That's when she
began drinking coffee. Finally, she thought of finding coffee to keep her up at night. She
bought coffee for deliberately and randomly. In the process, she had tried several instant
coffees but in the end, felt matched with Nescafe’s taste. She chose Nescafe because
Nescafe has a mild taste but the caffeine effect was felt that make stay awake. Nescafe is
also easy to find and cheap.
Actually she doesn't need a long time to think about buying Nescafe. She buys
Nescafe when feeling sleepy but she has a lot of work to do. Sometimes she buys it just
because she wants to drink it. But there is one condition that she thought about it when
her stomach is not good. She is tempted by coffee that trending like Kopi Kenangan or
Starbucks. Once in a while, she buys it. But very rarely. She buys it when she has a lot of
money and just for style.
She usually drinks Nescafe in the afternoon because the effects of caffeine will be
felt after a few hours she drink it. Sometimes she drinks it in the morning to improve her
mood. Then, she is a person who is lazy enough to go to a coffee shop. So the first thing
she decided was where to buy coffee. If the place too far enough and can waste her energy
then she won't buy it. She knows how many delivery applications, but it will cost more.
After that, She decides which coffee that she wants to drink.

Conclusion
Before buying something respondent 1 and 2 have needs that must be met. Both
of them have the same need for avoiding sleepiness and to stay focused. The difference
is that the process to know the Nescafe products. Respondent 1 found out from an
intermediary while respondent 2 knew it firsthand when she found it at the minimarket.
The decision-making process is not too long because the product is easy to find
and the price is cheap. There’s an external effect such as people who already know the
product before and product competitor which has almost the same value. Therefore there
is a lag time for respondents to make a choice.

You might also like