Influence of Consumer Behaviour on Marketing Decisions

Business Report

Table of Contents
INTRODUCTION ..........................................................................................................................3
SECTION 1 .....................................................................................................................................3
Evaluate five different stages of the consumer's decision making and analyse the factors that
influence that process .................................................................................................................3
Evaluate the black box model of consumer behaviour. Explain how it influences marketing
decisions .....................................................................................................................................4
SECTION 2 .....................................................................................................................................5
Compare the similarities and differences of the decision making process of B2C and B2B
with reference to the organisation...............................................................................................5
Evaluate the different market research methods that could be applied to a B2C and a B2B
context. Use examples relevant to the organisation ...................................................................6
Justify how market research can influence the stages of customer decision making process....8
SECTION 3 .....................................................................................................................................8
Evaluate the minimum of two factors that influence the decision making process....................8
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Consumer behaviour is defined as the study of how individual customers, organisations
and groups select, buy, use and dispose goods, products and ideas for satisfying the needs and
wants. This is defined as actions of consumers n the marketplace and underlying motives for
these actions. Marketers think that understanding the causes of consumers for buying particular
services and goods. They will be able to determine by which products and required in the
marketplace and way of presenting these products and goods to the consumers. The study of
consumer behaviour assumes that consumers are actors of marketplace. The B2C company used
in the following report is Oriflame. It is established in Sweden in the year 1967 by Jonas af
Jochnick, Robert af Jochnick, Bengt Hellsten. This was founded in the year 2000 in London. It is
operating at multi level marketing cosmetics company which sells number of products. The
following report has three sections – the first section includes mapping of consumer behaviour in
B2C organisations. The next section includes similarities and differences of the decision making
process of B2C and B2B organisations. The third part includes factors that influence the decision
making process.
SECTION 1
Evaluate five different stages of the consumer's decision making and analyse the factors that
influence that process
The main objective of every marketer is to attract consumers. There are different ways
used for figuring out the needs and wants of consumers. The five stages of consumer decision
making are discussed below - Problem recognition – the decision making starts with kind of problem. Consumer
develops and creates need or a want that has to be satisfied. In this, consumer feels that
something is not right and this demand needs to be addressed (Aschemann‐Witzel and
Zielke, 2017). When individuals are able to determine the target demographic develops
the needs and wants. This is an ideal time for adverting them. In case of ASsOS
organisation, it has to effectively market the products so that customer satisfaction is
achieved. Search Process – This is the second step of consumer behaviour. In this, information is
gathered related to possible solutions. The process is longer if purchase decision is larger.