Influence of Digital Audience Research on Consumer Behavior

The assignment delves into the impact of digital audience research on consumer behavior, discussing the role of social media, engaged customers, and millennials in shaping buying decisions. It also examines the post-purchase evaluation process in B2B settings and how marketers influence different stages of decision-making. The summary provides an overview of the key points discussed in the assignment.

Consumer Behaviour
and
Insight

Table of Contents
PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
PART 2............................................................................................................................................7
INTRODUCTION...........................................................................................................................7
REFERENCES .............................................................................................................................12

PART 1
INTRODUCTION
Consumer behaviour is the study of action of user in market from the period they come
into marketplace and beginner purchasing judgement till the process of acquisition is made.
Basically, it is study of how consumer make purchase, decision and what are the underlying
factors that determinant such decision making process. It is an effective concept that help
organisation to pre-empt or predict the need and want of customer by understanding custom
closely regarding the product and services. In this document administration selected is AirDri,
along established United Kingdom manufacture of hand dryers. This report is going to define the
user determination devising process, models of consumer decision-making as well as mapping
out decision-making process for a specific commodity and service.
TASK 1
Consumer’s Decision-making
In today's environment user determination production play's and efficacious role as it
assist an administration to determine needs, gather data as well as evaluate alternatives in
purchasing determination of a person. It is one of the complex procedure which invoices initial
stage of problem recognition to post purchase activities. Eventually, each and every individual
have different needs as per their taste and preferences which make them to take different
decision as per their choice. Moreover, decision can be complex as it consist of evaluating,
comparing and selecting as well as purchasing of variety of goods depending upon opinion of a
consumer on a particular product. Thus, an administration demand to evaluate such judgement
devising procedure of individual so that they can deliver their commodity and services as per
their need and preference.
Models of consumer decision making
The consumer determination production- Levels of consumer decision-making model
mention in varying emplacement and orientation how user act within a market for buying a
specific commodity of their choice. Herein, there are different user determination production
model such as data consequence framework of buyer behaviour, the five values influencing
consumer choice behaviour, Solomon model of comparison, Nicosia model, Howard Seth model

and Engel kollat black well model. For this model AirDri have adopted Nicosia model in
evaluating the consumer decision making process which is determined below:
Nicosia model: This framework usually focus on the purchasing judgement towards a
goods and product. It concentrates of firms attempt to communicate with consumer and its
tendency to act in definite manner. Basically it concentrate on relation between organisation and
potential consumer's as an organisation tries to influence consumer’s and user is try to influence
by its determination. Moreover, this framework is separated into four parts which are determined
below:
Consumer attitude based on firms message: This factor indicates merchandising
situation and abstraction endeavour by an administration to pull customer attitude in competitive
environment and communication of target market. Moreover, consumer will have attitude
towards the product of AirDri supported on the representation of their communication regarding
their product and service.
Search and assessment: In this context consumer will search alternatives brand and
evaluate a firms competitive edge before purchasing product and services.
Act of purchase: Herein, the manager of AirDri, will result to motivate its customer by
convincing its commodity and work from particular retailer.
Feedback: This model indicates feedback from both form and user after buying good.
Herein, manager of will profit from sales assemblage of its product and user will experience with
the goods that will guide a individual attitude and its perception concerning future message for
the firm
Thus, with the help of such consumer decision-making model a respective company can
response to marketers action that later impact the determination of manger and hence it is a
uninterrupted procedure.
Mapping out decision-making process for a particular product
Consumer buying action are mainly different from each other. For an organisation it is
necessary to germinate their trade goods and work in an charismatic way so that consumer are
aware about their commodity and services in competitive market place. Herein, AirDri are
coming up with its new range of product that is hand dryers in competitive marketplace. For such
purpose they need to evaluate proper mapping for its product in the minds of customer in an
attractive manner for which they need to follow certain process that are determined below:

Awareness: It is one of the primary step for the administrators of AirDri to make
consciousness of commodity and services in emulous market. Initially, if customer are conscious
about its goods property and description then they can have good admittance over their offerings.
Consideration: In this stage buyers are narrow mined they make choice from various
option of same product. Herein, AirDri requirement to have powerful base of their content so
that they can pull ample figure of customer's towards it. Eventually, they need to also make sure
that its products are fulfilling customer's need and demand as per their requirement.
Action: Herein, if a commodity is helpful for customer's then they will wait for the
commodity transfer. At this phase function of the organization is to make sure that its products
are offered to customer on time so that they can have high customer bases in emulous market.
Loyalty: In this stage, a customer become happy if it is satisfied with the product and
services offered by AirDri. Apart from this, the main role of manger of a respective company is
to welcome feedback from the customer's so that they can overcome queries if the have from
their offerings.
Stages of consumer decision making journey for a product and service
These stages are as following:
Problem recognition- Most of the decision making starts with some sort of problem. The
customer develops a need or a demand which they want to be fulfilled. The customer feel like
something is missing and find out the problem.
Search process- After finding out the problem and need, they try to find out the solution
of it. For this, they use their primary research tool for resolving issue.
Evaluating alternatives- When the consumer has monitored about their satisfection
regarding their needs and wants. They start to begin to search out the best deal. They read
various reviews, feedbacks, make comparison among prices etc.
Selection stage- after doing best research about their needs satisfaction, they choose and
select best product which is able to fulfil their needs and demands.
Evaluation of decision- After select the product, they evaluate their decision that they
choose right product, will it satisfied their needs and regarding the price of it.
Importance of mapping path to purchase and understand consumer decision making
Customer mapping is crucial as it assist business concern to step their consumer's shoes
in order to see their business concern from client orientation. It primary purpose its to supply

insight such as how to meliorate client experience or else determine requirements of consumer to
compete a purchase. Moreover, it creates grandness in an captivating way by centring the
business concern on specific bespoke requirements at various phase in purchasing funnel. It
also help a respective organisation to determine gaps between desired customer's experience and
what actually they have received. Additionally, customer mapping is important so that exact
need and demand of a client can be earned and according they can provide offerings to them.
Levels of consumer decision making
For an organisation it is essential to investigation the user judgement so that they can
offer their commodity and services in an proper way. Moreover, there are certain plane in
consumer determination devising procedure which are determined beneath:
Extensive problem solving: In this process consumer are highly involved in their product
along with it they critically evaluate the product of AirDri as per the their need and preference.
Limited problem solving: Herein, in this process user conduct general search for the
product weather the specific trade name product will fulfil their inevitably or not.
Routine response behaviour: In this level of consumer decision-making a client display
devalued engagement in good. They are basically centred on brand as well as quality of product.
Thus, the above mention are levels of consumer decision making process that assist an
administration to shuffle good and services as per their need and preference.
Factors influencing decision-making
Herein, there are certain elements that are influencing decision-making of consumer in
competitive market place are determine below:
Marketing mix factors: Marketing mix components such as product, price, place and
promotion have both direct and indirect impact of decision-making of consumer. Herein, the
manger of AirDri should ensure that their product price and availability of product so that
customer can grab their product in an effective manner. Apart from this, they need to collect
feedback from their customer's so that they can over come with issues of their product in an
appropriate manner.
Personal factor: In this factor, decision making power of an individual are highly
influenced by the factors of life style, income and trend. For such purpose manger of AirDri,
need to implement cost effective services for their customer's as per their preferences in order to
build up strong relation with its potential customer's.

Social factors: Social factor consist of those factor that are classified on the basis
references group, family and social status of consumer. Such factors affect the decision-making
behaviour of consumer. For such instance, mangers of AirDri need to provide premium quality
of goods and services to their customer's as per their needs who belong to different types of
segment.
Thus, mangers of AirDri, need to make sure their product price is not too high so that all income
group of people can purchase their product with their estimated budget. Moreover, by analysing
the personal factor they can analyses the changes in taste and preference of customer.
Concluding Statement
From the above discussion it has been concluded that consumer decision making process
help an organisation to know the taste and preference of an individual in an accurate manner.
Moreover, a respective company have adopted nicosia model for in order to the buying pattern
of consumer in an effective manner so that their gaols and objectives can be attained in
competitive marketplace.
PART 2
INTRODUCTION
In today's context user determination devising procedure play's an efficacious function as
it precise how a consumer make buy decision regarding product and employment so that it can
influence such decision making process. In this report, administration selected is AirDri, along
established United Kingdom manufacture of hand dryers. This report is going to evaluating
components determinant of decision making process. Initially, management investigation in
order to interpret influences on decision making process on marketplace at various phase of
decision-making that is good for an administration.
Compare and contrast key difference between B2C and B2B decision-making process
In toady's context, the procedure of choosing rational choice is one of the main option
that is best-known as effective decision making process. Herein, in this case there are two
models such as Business to Business model( B2B) and Business to Consumer model( B2C)
which are handling equal in interaction to shuffle gross sales and buy. But bothy have various
choice to take decision in context to business. Herein, equivalence and opposition key
divergence between B2C and B2B decision-making process are determined below:

Basis B2B B2C
Definition It basically focus on gross sales
in which goods and services are
sold-out by a single person to
another firm.
Herein, this procedure is based
for devising of gross sales by a
business concern firm to their
consumer.
Focus on It mainly concentrate on
company in order to develop
beardown relation among them.
Herein, B2C concentration of
organization is to make good
that will be best for bespoken.
Buying and selling
period
The procedure of fashioning
sell and purchase between
organization is extended as they
have to shuffle agreement about
different aspect of deal.
Under this framework the
consumer shuffle trade on a
very fast base if they like good.
Otherwise they move to the
second choice acquirable in
market.
Buying Decision In Business to Business, the
purchasing determination of one
organization is wholly container
and formal. Herein, single
organisation places command to
some other organisation when
they further have supply of
commodity.
Whereas under Business
concern and client model the
purchasing determination of
customer are affectional, and
these are wholly supported upon
the need and preferences of
customer in an effective manner
Decision maker Basically, to shuffle a vast
purchasing judgement a
company’s needs expert and
occupational group buyer.
In context to business concern
to user model, the decision
maker for purchasing a good are
primarily a single those want
product and services a per need
and taste of individual.

Thus, the above mention is the comparison and key difference of B2B and B2C. From such
instance in this manner AirDri can generate more profit if they sell their product directly from
business to business. Where as in B2B marketing they can only focus on benefit of product and
its decision are more emotional than business.
Evaluate how market research differs from B2B and B2C
The business to business market is different from business to consumer sector. Basically,
B2C transaction occurs through an intermediary such as retailer and agent where as B2B refers
to transaction that take place between business. Herein, some of the difference between them are
determined below:
Sales cycle: The sale cycle is an extended process which often last from several months
or for longer duration of time. Where as B2C sales depends on the number of customer are
attracting towards the product and purchasing it. Moreover, B2B is critical to understand as it its
decision process depends on vendor and products which helps them to take final decision.
Complexity of decision making process: Herein, one of the main difference between
B2B and B2C is the complexity of decision making process in business environment. Such as in
B2C decision are always straight forward where as decision making process in B2B have to
understand different angles. Such as different parties are involved in it which usually influences
the decision making process that adversely affect both internal and external forces.
B2B research methods- They are as following:
Telephonic survey and interview- It is the research method which is used by the marketer
in B2B research. With the help of this method, they gather information and data about any
product and service by conducting telephonic survey and interview.
Personal in depth interviews- It is another method which is also used by marketer for
research. In method the management of the company organised personal interviews and collect
information regarding their B2B research.
B2C research methods-
Questionnaire- It is one of the method of research. Within the organisation, the
management of the company can do research by designing questionnaire within B2C market
research.

Thus, the above mention are the difference between B2C and B2B which usually
influences the decision making process of an organisation in wider area and hence they differ
from each other.
Illustration of personality, self motivation and consumer perception influence decision making
process
Personality: In today’s context personality plays an important role in buying pattern of
an individual in decision making process. Herein, various person would have huge struggled to
analyse personality and theories which has been improved to understand about personality that
improve behaviour of humans.
Self Motivation: It is another factor that affect the overall elements of decision making
process in a company. Herein, if an individual is self r motivated that an individual have
confident in what products they are purchasing for themselves.
Consumer perception: A consumer perception is necessary in decision making process
as in today’s context each and every individual have different perception regarding goods and
services. As an individual are most choosy regarding product the use or consume.
Evaluate behavioural and cognitive approaches to consumer learning
Consumers takes decision by doing proper research in about the goods and services. To
understand it, in an organisation there are requirement of various kind of learning theories for
improving consumer behaviour (Möhlmann, 2015). These theories help in explaining the process
through which a customer can collect information and get experiences about products and
services. There are two kind of learning theories which are mentioned below:
Behavioural approaches: It is attendant to the stimulation and production procedure and
have further two theories for great learning which is classical and helpful. Classical theory
specify that two disincentive are affiliated to one another to utter particular and civilized result.
Instrumental theory propose the connexion between incentive and outcome from them.
Cognitive approaches: It indicate that acquisition is important take point as an result of
user thought. It attendant with the role of inner cognition than a client have to form judgement
on the basis of what they have fully fledged from utilization of goods.
Identifying how culture and other relevant factor influence impact on consumer behaviour
In today’s context culture play’s an effective role that impact the consumer behaviour.
Such as many people are attracted towards the tradition and custom of their country and they

want their necessity of product accordingly. Moreover, there are different culture in different
countries and as per the culture an individual taste and preference changes and thus it impact the
decision making process of consumer adversely.
Understanding buyer behaviour influence decision-making process with both B2C and B2B
context
Buying decision in the context of B2B: It indicates business to business decision and
decision makers are responsible or accountable fro the judgement. It refers to the process for
selling goods and services from one business to another.
Buying decision in the context of B2C: It indicates to business to customer decision
which focus on the emotional and rational factors when a person purchasing and buying products
and services. It help in making better relation among business and customers.
Post-purchase evaluation in the context of B2B: It consist business to business
consideration of product performance after buying. Business individual analyse the market and
collect data about to bring new changes in goods and products.
Thus, the above mention are the buying decision making process. Moreover, both of them have
different strategies in buying decision of an individual or consumer differs.
Marketers influence the different stages of decision making in different manners like,
need recognition stage they help in finding out the need of the consumer about the product. In
information search stage, they provide information about their products so that they can attract
them towards products. In next stage of alternative evaluation they provide the effectiveness of
the product and services. By providing information about the benefits of the product, they
influence purchase decision. If the employees experience are good then they buy products again
and again but if it is not good then marketer offer various other product so that they can influence
post purchase behaviour.
Evaluating use of digital audience research developments to understand and influence consumer
behaviour
Herein, use of digital audience research developments are influencing consumer
behaviour in an attractive manner. As now a days people are mostly engaged with social media
and internet as they find it comfortable in decision-making related to any activity.

Engaged customer( offline and online): Herein, in such factor social media is one of the
biggest factor that is influencing decision making process. Normally, it has been founded that
each and every customer are largely depended how an organisations aligns with all touch points
of an organisation through internet. Moreover, a respective organisation can have advantage of
having both online and offline bespoken appointment in order to interpret brand loyalty and
emotion in which they rely upon it.
Millennials: In today’s context period of time via social media, organisations have to
interpret how that statistic devour data through social media as they are more pull towards digital
audience.
Concluding Statement
As per the defined information, it has been terminated that user determination devising
procedure play's an efficacious function as it precise how a consumer make buy decision
regarding product and services so that it can influence such decision making process. Apart
from this, culture plays an effective role in an individual taste and preference changes and thus it
impact the decision making process of consumer adversely.