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INTRODUCTION
When basic requirements are met, people tend to desire a more enriched lifestyle The emergence of new
values in the consumer society transforms those needs, food consumption for example, into a way of
expressing beliefs and social standings. Using the framework proposed by this report sheds light on how
Ngoặm, a burgers and bistro establishment reimaged the heart of Hanoi, has been using consumer
behavior theories and the factors that alter the decision-making process to drive business success.
THE DECISION-MAKING PROCESS

Ngoặm presented itself as an experiential and themed restaurant, merging between ‘creative-mix’ –
multiple cultures are pressed into a new independent entity and ‘variety-mix’ – cultures co-present
without being forced into one This explains Ngoặm’s efforts in defining their future marketing strategy.
Target customer of Ngoặm, the young, innovative generational cohort, is presented as follows
The decision-making process begins with the input, which comprises of three external influences, one of
them is the marketing mix. The table below elucidates how Ngoặm position themselves in the
marketplace using 7Ps model
After the input comes the decision-making process. In the very first stage, future consumers must realize
the inadequacy of a certain thing in their lives An individual that will soon decide to dine in Ngoặm, first
must acknowledge that they are hungry and/or specifically craving a burger. suggests that a consumer
who purchases a burger might stem from his physiological needs. The search for food, however, is not
strong enough of a motivation for an individual to opt for such fancy restaurant. In fact, it is the
motivation to portray himself as a modern, trendy self in the mass media, peer group settings that evokes
his acknowledgement of the deficiency
In the next stage, future decisions may fall into one of the categories in the decision spectrum Previous
research has illustrated that attitudes about the issue of culture mixing can differ depending on individual
characteristics. Those who hold poly-culturalism ideology and have a low demand for cognitive closure,
for example, are more inclined to favor culture fusion Ngoặm’s customers, in contrast, have had early
adoption to the pop cultures of European countries and inquisitive spirits, may favor the restaurant
comparing to the traditional ones. For that reason, the target audience Ngoặm’s case might opt for a new
place that brings new experiences in order to solve their needs. For that reason, the decision made will fall
into the limited problem-solving category, where the benchmark for an average burger has been set but
more information is essential to differentiate between brands.
Throughout the information search stage, consumers generate data based on the prior knowledge and
experiences they have within their memory and those gathered from outside sources During the external
1
search, Ngoặm has applied their marketing mix, which was presented in the previous part, to manage the
perception of consumers – a formation of service quality, physical environment and food quality
Moreover, low-familiarity customers with experiential dishes, in this case, may rely more on extrinsic
cues to evaluate The branding and physical environment of Ngoặm are queer, eccentric, colorful the
customers seek for fun and cool experiences to better their lifestyles. Expectations for the restaurant are
then set: they want to adopt the characteristics that Ngoặm portray after dining there.
The perceptions for food and service quality based on Ngoặm’s pricing. Comparing to an average price
you may pay for a burger, Ngoặm’s is approximately 3 times more expensive. This cast doubts in the
mind of consumers, what make peers of mine go there despite their expensive pricing? The curiosity
forms the perception that the price must have come with excellent service and food quality
2
The process continues with consumers comparing and evaluating the alternatives. The alternatives are
categorized into three types of set: the evoked set, those that stand out; the inept set, those do not meet the
criteria and the inert set – brands that are considered as not having any strengths The alternatives listed
here are the most prominent burger stores in Hanoi
At a certain point when the consumers cease to evaluate the evoked set, they move on to the fourth stage
– purchase. After deciding that Ngoặm is the ideal establishment that fulfills their needs, they might still
postpone their decisions. In either case, the data gathered in the evaluation and information search stage
will be transferred to the memory banks and restored as an input
After the purchase, consumers make critical conclusion about their purchases and decide whether they
want to re-purchase in the future. For example, if the meal at Ngoặm does not meet the expectations of
customers, they may cognitively dissonate that the price they paid is meant for the fusion dining
experience. They may also convince friends to dine in at Ngoặm with them to further confirm their
purchases. Customers that frequently re-visit Ngoặm might enjoy their perceived service quality however,
satiation (i.e., decrease in overall enjoyment due to constant retention) may occur A restaurant, for
example Ngoặm changes their menus seasonally and introduces collaborations with emerging brandson
most holidays, can re-new their customer program and/or bring in new services to mitigate satiation,
stated.
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EVALUATION
In sequel to the findings in this report, it is essential to critically evaluate how Ngoặm put consumer
behavior into practice. The data proposed by Ngoặm could be clearer and more well-structured to shorten
the decision-making process by using publication resources and/or launching a website. Moreover,
constantly changing the menu may negatively affect Ngoặm to a certain extent, for instance, not giving
them enough time to excel their cooking skills. Another way to affect customer revisit intentions can be
focusing on the food quality. The core product development (i.e., enhanced food quality) results in the
overall growth of the service
The human’s mind does not work in a linear way, says hence, it is inherently difficult to estimate the
process that forms a customer’s decision. However, Ngoặm’s case has proven that by a clear market
segmentation and application of consumer behavior, brands can affect the decision-making process by
curating their brand image and managing quality control to drive business success.

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THE DECISION-MAKING PROCESS

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