Consumer Decision Making

When it comes to making a decision about where consumers want to buy your coffee, tea and hot chocolate, Dunkin Donuts wants to be their first and only choice. This company pays close attention to their consumers and they come up with a menu to reflect their observations. In 1950 when Dunkin Donuts first started, they were strictly coffee and donuts. However, as time progressed, their menu has flourished due to close consumer observations. They used various external stimuli to get consumers to buy their products. When walking past a Dunkin Donuts restaurant, you cannot help but to smell the various aromas of coffee being brewed and fresh baked donuts that are ready to be served. That in result hauls in consumers to buy their products. Moreover, this company has paid attention how consumer decision making has also evolved over time. For example, due to the obesity rates increasing in America, Dunkin Donuts created a DD SMART Better-For-You Choices menu that gives consumers healthier options to choose from rather than just finding another restaurant to go to. Another example is when consumers started to drink a lot of espresso drinks in the early 2000’s. With this observation, Dunkin Donuts opened up a brand new line of espresso drinks so they could keep their consumers and possibly get more. These examples show how well Dunkin Donuts are in tuned with their consumers’ needs and/or wants. Monitoring consumer behavior is what keeps this company on the road to on going success.