1.0.

Introduction

Consumer behaviour is regarded to be the study of individual, groups and behaviour in

organization and the process to study the way there is secure concern and to handle the
disposal of products and services. The concern for social and economic impact is based on
the purchasing as well as consumption behaviour on individual consumers on the society. The
study of consumer behaviour basically observes the purchasing behaviour which is in the
form of pre-purchase activities towards the post-purchase activities (Solomon et al, 2012).
This is the phase where consumers formulate their opinion in response towards the way brand
influences the consumers to take purchase decisions.

Modern Poultry Farms Co. SAOC is the company in Oman which is the major producers of
Dana Eggs being one of the largest companies that produces eggs in Sultanate of Oman. The
company was founded in 1989 and is basically a formation of widespread distribution
network which is engaged in effective brand marketing, commitment and innovation to have
sustainable quality (Modernpoultry.com, 2017).

The popularity of Dana Eggs in Oman and abroad is growing and it is expanding due to the
fresh eggs production and to currently there is fresh eggs production as there are more than
125 million eggs produced per annum. Dana Eggs are basically produced by the MP
originators and their location is in the farms which are in Wadi Al Ma’awal near Barka as it is
considered to have high quality of standards and manage the hygiene. The birds which are
used by the company are imported from Europe and the as the chicks reach an older age to
maturity there is ideal, clean and closed climate-controlled environment (Modernpoultry.com,
2017).
2.0. Discussion

2.1. Consumer Decision Making Process

The process of consumer decision making regarding making any purchase of product or
service goes through different stages which can be summarized as:

NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION

1. Step 1 – Consumers consider need to be one of the necessary factor which makes the
requirement to buy product or service. Need acts as a catalyst that triggers effective
buying decision.

An individual who wants to buy cold drink or water will identify their basic need
which is thirst and the evaluation will be based on searching information or
alternatives. The purchase of expensive items such as cars, mobile phones etc. also
have high involvement of consumers to take decision making depending on the
context why they require such purchases (Darkey et al, 2010).

2. Step 2 – The moment when an individual identifies their need for specific product or
service they try to collect information. An individual can a get details from the
following sources:
 Personal Sources – This includes the family members or friends to be
recommendation source regarding product or service.
 Commercial sources – The mode of advertisement or people engaged in sales
promotion act as a source to take prompt decisions.
 Public sources – Magazine, Newspaper and Radio
 Experience – The personal experience of individuals to prefer a product.
3. Step 3 – This is the stage where several evaluations are made available as individuals
after collecting information make the next choice.
 4. Step 4 – The above stages make customers to finally purchase a product.
5. Step 5 – The stage to buy product is followed by post purchase evaluation. In this
stage customers analyse and think if product will be beneficial to them in the long run
and are able to satisfy their needs (Abdul et al, 2009).

2.2. Consumer Decision Making Process to Purchase Eggs

The consumer decision making process regarding purchasing Dana Eggs is quite casual and
there is low involvement of consumers. For the purchase of eggs consumers will not think for
long hours because eggs are not much expensive and is a daily base need. The eggs will be
scanned in the brain as consumers will identify the need of egg which will either be required
for breakfast, lunch or dinner. Consumer will immediately rush to the supermarket and there
will be not much involvement or thought in order to make purchase. Moreover, the
recommendation by friends or close associates will also help consumer to find good quality
of eggs and as there is low price and low risk involved which will make consumers to
immediately process the information and not make extensive searches to purchase eggs. The
consumer decision making process can be summarized as follows:

1. Step 1 – Consumer will have a need for egg in order to cook (breakfast, dinner,
lunch).
2. Step 2 – Eggs information can be collected from different sources such as:
 Personal Sources – Family members can recommend the type of egg or
company name
 Commercial sources – Television advertisement of eggs
 Public sources – Magazine promotion of eggs
 Experience – Taste of egg can be a source to take decision to purchase it
3. Step 3 – The need leads the consumer to buy the egg and finally takes them to go to
supermarket to make the purchase
4. Step 4 – Consumer buys the egg
5. Step 5 – Consumer do not take much time or have post evaluation because food is
basic necessity of life.

3.0. Conclusion and Recommendation

The evaluation shows that consumer tend to undergo a process which helps them to take
notice of the necessary requirements before taking any decision to purchase particular goods.
This shows that consumer behaviour technically is one of the major sources which create a
strong link to help consumers take necessary decision to purchase particular products. The
following measures should be followed in order to help consumers take effective decisions
regarding purchasing particular items:

 Consumers should be able to take independent decisions before making purchases

 There should be expansion of the brand capacity for products
 The product should carefully be promoted which will have a strong influence on
consumers to take buying decisions (Milhart, 2012)
 Social media and technology sources can be a vital element that will help in
successful promotion of products
 Consumers should consider the positive aspects as a superior point of view before
taking any purchase decision.

References

Abdul, M., Ismail, H., Hashim, H. and Johari, J., 2009. Consumer decision making process in
shopping for halal food in Malaysia. China-USA Business Review, 8(9), pp.40-47.

Darley, W.K., Blankson, C. and Luethge, D.J., 2010. Toward an integrated framework for
online consumer behavior and decision making process: A review. Psychology &
marketing, 27(2), pp.94-116.

Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour:

effects on consumer decision–making process. International Journal of Marketing
Studies, 4(2), p.121.

Modernpoultry.com. (2017). WELCOME TO MPF WEBSITE. [online] Available at:

http://www.modernpoultry.com/whorw.aspx [Accessed 30 May 2017].

Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher
Education AU.