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Customer Behaviour INTRODUCTION 1 TASK 11 Title Analysis of Stages of the Consumer Decision Making Process Journey

   

Added on  2020-06-04

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Customer Behaviour

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Title : Analysis of the stages of the consumer decision making process journey..................1Title: Importance for marketer to understand the consumer decision making process..........6TASK 2............................................................................................................................................9P3. Comparison of the key differences of the decision making in the context of B2B and B2C.................................................................................................................................................9P4. Different approaches to market research and methods of research for understanding thedecision making process in B2B and B2C. .........................................................................12TASK 3..........................................................................................................................................14P5. Marketing plan for Coca Cola........................................................................................14CONCLUSION..............................................................................................................................15REFERENCES..............................................................................................................................16

INTRODUCTIONConsumer behaviour is the study of the individual, groups or the organisations and theactivities which are related with the purchase, use and disposal of goods and services whichinclude the customer's emotional, mental and behavioural responses and they are the people whofollows the activities. Consumer behaviour have to do with the psychology, sociology, socialanthropology, ethnography, marketing and economics generally behavioural economies. Intoday's scenario it has become necessary for the organisation to ensure that their product aretotally based on the consumer requirements and this helps them in gaining competitive advantageover their rivals (Ariffin, Bibon and Raja Abdullah, 2011). The purchasing behaviour of theconsumers and the pre and post activities carried out by the consumers are highlighted. Thiswhole report will be dealing with various aspects of customer behaviour thus briefing about theconsumer decision making journey for certain product and services of Coca Cola. After thatmarketer will map to path to purchase and understand the consumer decision making process.Other than this there will be comparison between the decision making procedure in the scenarioof B2B and B2B through marketing research. There will light on the impact which the marketerput on the various stages of the decision making process of B2B and B2C. TASK 1Title : Analysis of the stages of the consumer decision making process journey.IntroductionCertain products appeal to certain consumers and a purchase either happens or it doesn't.They approach product and service marketing in the same way, based on trail and error. Thereare six levels in the customer buying procedure and as a marketer they can market to themeffectively. BodyThere are products which appeal to specific kind of people called as customers andwhether the purchase will take place or not depends on the behaviour of the consumers. Thecompanies approach the product and service marketing in the same way based on the trail anderror method. There are various steps included in the decision making journey of the customersof Coca Cola (Audzeyeva, Summers and Schenk-Hoppé, 2012). There are also the scientificmethods for determining what goes into the buying process that make marketing to a target1

audience more than anything else but normally it does not exist. There are six stages top theconsumer buying process and Coca Cola can market them effectively for the promotion of theirproducts which they want to sell. Problem Recognition:- Before any purchase happens the consumer should have thereason to believe that what they want, where they want to be or how they set themselves or howthe situation is different from where they actually are. The desires and requirements vary fromthe reality- this becomes a problem or conflict situation for the consumer. In the case of marketerlike Coca ensure that this is opportunity for them (Boccia and Sarnacchiaro, 2014). Coca takingthe time to create a problem for the consumer whether they identify that it exists already or not,they start the buying process. (Brennan and Croft, 2012). By this the customers realize that thereis need of some solution which can solve their problem. For example; Coca Cola has made anadvertisement which highlights that whenever the people feel thirst it is Coca Cola can drenchthe thirst. 2Illustration 1: Consumer Buying Process

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