4. Decision Making (5 marks) Using the consumer decision-making model, describe the five steps of the decision-making process for one of the following: a. Switching to plant-based meat products or b. Buying high-priced luxury yoga pants from Zen Wear Suggest marketing initiatives that could influence consumers to buy Zen Wear / Beyond Meat at each step (5 marks) Rubric: Each step of the decision-making model is described. Examples of marketing initiatives that might influence the consumers to switch to/buy their brand at each step of the decision-making model are provided. Marketing initiatives directly relate to the activities/decisions of consumers at each step of the model. 500 words.

The consumer decision-making model is a five-step process that consumers go through when making a purchase. For this example, we will use the decision to switch to plant-based meat products such as Beyond Meat.

1. Problem Recognition: This is the first step where the consumer identifies a need or problem. For instance, they may realize they want to adopt a healthier lifestyle or contribute to environmental sustainability. A marketing initiative at this stage could be an awareness campaign highlighting the health and environmental benefits of plant-based meat products.

2. Information Search: Once the need is identified, the consumer will search for information on how to solve their problem. Beyond Meat could use SEO strategies to ensure their products appear in online searches related to plant-based diets. They could also use social media influencers to share information about their products.

3. Evaluation of Alternatives: The consumer will compare different products to find the best fit for their needs. Beyond Meat could offer free samples in stores or at events, allowing consumers to taste and compare their product with others. They could also highlight their unique selling points, such as non-GMO ingredients or superior taste, in their marketing materials.

4. Purchase Decision: This is the point where the consumer decides to buy the product. Beyond Meat could offer discounts or promotions to incentivize the purchase. They could also ensure their products are easily accessible in supermarkets and online.

5. Post-Purchase Behavior: After the purchase, the consumer will evaluate their decision. If they are satisfied, they are likely to repurchase and recommend the product to others. Beyond Meat could encourage this by asking for reviews or testimonials, which they could share on their website or social media. They could also offer a loyalty program to reward repeat customers.

In conclusion, each step of the consumer decision-making process presents an opportunity for Beyond Meat to influence consumers to choose their products. By understanding the consumer's journey, they can tailor their marketing initiatives to meet the consumer's needs at each stage.