The Consumer Decision Making Process explains the steps consumers take when purchasing a product/service. These steps include: Need recognition, Information Search, Evaluation of Alternatives, Purchase, and Post-purchase Behaviour. (8 Marks Total)

a) Chipotle, an international fast-casual burrito chain, has multiple target markets. Please identify two target markets be specific! (3 Marks, 1.5 Marks per target market)

b) If you were a marketing manager at Chipotle, you would want to utilize your understanding of the Consumer Decision Making Process to successfully influence your selected target market.

Choose one target market from part a) of this question and walk through each step of the Consumer Decision Making Process by describing two tactics per step Chipotle would use to influence the market. (5 Marks)