Week-3 Marketing Influences
Marketing Influences on Consumer Decision Making

Marketing Influences on Consumer Decision Making
As we known, many marketing influences efficiently impact the consumers’ decision making process. Many managers are focusing on these marketing influences in order to create a positive effect to their customers. These influences involve product influences, price influences, distribution influences, and promotional influences. In this paper, I will use my personal purchase experience to describe how important these marketing influences are. “Beautiful Life” is one of my favorite restaurants. The reason I love it is not only because they are successfully using marketing influences to affect their customers and making a considerable profit, but also they given me a good impression. In other words, they successful impacted me. It could say “Beautiful Life” is a paragon of using marketing influences to impact their consumers’ decision making process.
First of all, “Beautiful Life” restaurant very care about their product influences. As a restaurant, cuisine is their main product. “Beautiful Life” select high-end strategy. Their cuisine is traditional Chinese food dishes. Compare with many fast-food Chinese restaurants who care about the speed and quantity of preparing a dishes, “Beautiful Life” carefully prepare every dishes. They paid high salary to hire many high-level experienced chefs and select the best food materials, by this way to prepare the most delicious dishes. Furthermore, their cuisine not only tastes good, but also has beautiful appearance. This is also meet the traditional high-level Chinese cuisine’s requirement, which is the dishes should have pleasant taste, seductive fragrance, and a beautiful appearance. “Beautiful Life” did all these thing is going to increase their cuisine’s quality and product influences. From a customer point of view, my first impression of “Beautiful Life” restaurant was that their dishes are fantastic. Every dishes that they provide, is amazing. These traditional Chinese cuisine were made like artworks, they are not only have good tastes, but also their appearance is beautiful. The reason why I start to love “Beautiful Life” restaurant is that their product influences have a good effect on me.
Secondly, about price influences, “Beautiful Life” restaurant has their own understanding. They don’t think the price the lower the better, low price strategy is not fit for them. Instead of this, the restaurant let the customer believe they deserve the high price. “Beautiful Life” not focus on low price strategy, conversely, their price is absolutely much higher than average level in local restaurant industry. This is also decided by their high-end strategy. As a ritzy restaurant, their pricing strategy is also involving in high-end strategy. Their main target customer is not working-class’ potluck, but rather it is the high income groups and some business banquets. These kind of customers not very care about low price, conversely they maybe prefer a high price high quality consumption. Especially, as for some customers who want to hold business banquets, high price consumption give them a chance to show their sincerity and economic strength. As a frequenter of “Beautiful Life”, I believe the restaurant deserve the high price, because their cuisine and services are really good, I got what I paid. From my opinion, I think “Beautiful Life” restaurant successful using high price strategy as their price influences.
Thirdly, the founder of “Beautiful Life” also paid attention on restaurant’s distribution influences. The restaurant is locate in the north of the city, which it has a number of considerations about distribution influences. The primary consideration is that most native rich people are concentrate on north of the city. The restaurant’s main customer is the rich. And also, northern city has low population densities, which means the restaurant could build a large parking lot. This is an important advantage, which often be ignored by many other ritzy restaurants, because the rich usually drive, and many city center’s restaurants are losing customers because they can’t provide enough parking zone. The founder of “Beautiful Life” obviously made a clever decision. Furthermore, the restaurant close to a forest park, which means the surrounding is very beautiful. All of my family members very love this exquisite environment and fresh air. The first time I went there is because my father said it is a good place, where all the customers could close to beautiful nature meanwhile enjoy the best food. Many of my friend and I are fan of this feeling, and I think it’s an important reason of why the restaurant is so popular. All these advantages are benefit from restaurant’s distribution influences.
About promotional influences, “Beautiful Life Restaurant” also has a successful experience, which is the restaurant established a membership system, like an airline company. The more a customer spend in restaurant, the higher level membership the customer will be. And “Beautiful Life” also accept deposit, the customer can deposit some money in their “VIP membership card” and become high level member directly. The deposit in “VIP membership card” could be used to pay the bill. From my own experiences, I am really drawn into their membership system, that I joined the membership when I second time went there. Because they said with the level of membership increasing, I will get better treatment and more convenience. Such as before the meals, the restaurant will present lemon or green tea mouthwashes, hands towels; during meals, they provide some free soup, beer soda and other drinks; after the meals, they will also present fruit plate, chewing gum etc. Furthermore, the high level membership could reserve a place by phone call, which is very appealing to me. I can order the dishes before I went there, and when I arrive, the dishes is already done, don’t need to wait. Membership system makes me enjoy the restaurant like in my own home. It could say, “Beautiful Life” restaurant did everything possible to increase the promotional influences.
“Beautiful Life Restaurant” successfully using many marketing influences impact the consumers’ decision making process, such as my personal experiences. They carefully prepare every dishes, using fantastic cuisine as their product influence. Their “high price is equal to high quality” opinion is also a wonderful price influence. Then, selection of the restaurant position also constitute a successful distribution influence. And their mature and perfect membership system, like an airline company’s promotional influence, is also an attractive idea which won a lot of profit and frequenter for the restaurant. From my example, we can see that correctly using marketing influences is a basic skill for a successful manager.