Consumer Behaviour and Insight

This document discusses consumer behaviour and its importance, the stages of consumer decision making journey, the importance for marketers to map the path to purchase, and the difference between B2B and B2C decision making processes. It also explores different approaches to market research and methods used for the decision making process.

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
P1 Stages of consumer decision making journey........................................................................3
P2 Importance for marketers to map path to purchase consumer decision making.....................5
M1 How marketers are responding to decision making process.................................................6
Task 2...............................................................................................................................................7
P3 Compare and contrast the difference of decision making process in context to B2C and
B2B..............................................................................................................................................7
P4 Different approaches to market research and methods of research used for decision making
process..........................................................................................................................................8
M2 Factors influence decision making and buying behaviour....................................................9
Task 3.............................................................................................................................................10
P5 Marketers can influence different stages of decision making process.................................10
M3 Decision making process influenced by marketers.............................................................11
D1 Application of theory, concept and models.........................................................................11
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................12

INTRODUCTION
Consumer behaviour refers as the ideas and behaviour of customers who uses at the time
of purchase something. This is related with different behaviour where business concern identify
the needs of people and provide products accordingly which attracts customers and make profits
(Visscher and et. al., 2017). To understand about consumer and its buying behaviour The
Churchill has been selected that is five star hotel located on Portman square, north of Marble
Arch in central London, England. This Hotel is operated by Hayatt Hotel corporation. Different
topics are covered in this report such as consumer behaviour and its importance, ability to map a
path to purchase in given category by focusing on decision making process, importance for
marketers for mapping a path, proper form of research to understand influence decision making
process in context to B2B and B2C. Moreover, how marketers influence the different stages of
decision making process covered in this report.
Task 1
P1 Stages of consumer decision making journey
Consumer behaviour is consider as the process which is used by consumer to purchase
the products and services effectively. Business is depends on customers who purchases goods by
knowing their needs and income level. Consumer map is stated as journey which is used by
people to buys the products and services. This journey involves various stages which used by
customers make the buying decision (Customer’s buying process, 2019). In context to The
Churchill is providing better quality of food, staying facility, attractive accommodation as per
people's wants which helps to increase the productivity and profitability. People make buying
decision after going through all steps that are as elaborated:

Illustration 1: Consumer decision making process, 2019.
Source: Consumer decision making process, 2019
Need recognition: This means whenever customers plans to buy some thing then firstly
it needs to recognise their needs that clears what need to purchase. For instance, some people
wants to spend their vacations with their family by visiting places so they needs hotel to stay and
getting better accommodation service.
Information search: After getting needs people needs to search the information about
products and services which are providing by organisation. For instance, people who want to go
outside starts to research and collect the information about different places and others.
Alternative evaluation: After collecting information, customers evaluates the all
information where it compares with others under map journey which helps to make right
decision. In context to The Churchill hotel, various information are collected by customers which
are providing by such organisation (De Mooij, 2019).
Pre purchase stage: In this step, customers perform map journey by focusing on pre
purchase stage where it compare with other organisation and helps to take correct action. By
comparing with other hotel or services in context to The Churchill hotel, information are

collected by customers by using websites, social media and others which helps to make buying
decision.
Purchase stage: After identifying various information by people on the basis of price,
income level, services etc and purchase the products. In context to The Churchill hotel, various
information are analysed by customers and make decision to book the hotel as per cost which
helps to maintain get the effective products and services.
Receive stage: In this stage payment made by customers after getting satisfaction for the
purpose of buying products and services. In context to The Churchill hotel services are enjoyed
by customers which helps to satisfy the demand wants and create good experience.
Post purchase evaluation stage: In this stage, customers take test or examine the
experience which helps make further purchase decisions in future. Customers also further
provide feedback form which helps management to improve and increase more customers.
Levels of consumer decision making
Routine problem solving: This means when customers et information about routine
products in that case there is not need to thing deeply for the purpose of buying products. Here,
the level of making decision is low because consumer buys products for daily uses.
Extensive problem: Customers buys products and services after solving their problems
while purchasing. Sometime customer have many options to opt the products and services that
states the high level of consumer decision making (Evans, Welch and Swaffield, 2017).
Limited problem: In this customers get solution of their problem effectively which helps
to buy the products or making buying decision.
In this, customers are able to find different solution for their problems and buy products and
services.
Evalautiopn of decision making process
From the above it has evaluated that customers are making decision regaring buying a
product after using consumer decision making process. This can be considered as a theory which
helps to make right business decisions effectively. For instance, customer who wants to spend
their vacatioon in London are searching a well structured and designed palce that can make
happy and comfortable. So before making a decision custoemrs uses consumer decision making
buying process in which they identify needs, collect information, evaluate them and make
purchaisng decision after satisfaction that helps to make right decisions.

P2 Importance for marketers to map path to purchase consumer decision making
Mapping a path is consider as journey where customer make decision to purchase the
commodities and services. Marketers are playing an important role in business organisation who
helps to increase the sale by attracting customers. For marketers, to map a path is important
because it get information what customer wants and how it can be satisfied. In other words,
marketers is the link between customers and organisation who analyses the needs and provide
information about attractive products and services which highly satisfy the customers (Lin and
et. al., 2019). In context to The Churchill hotel, marketers are playing important role as they
analyses the information and provide important information which helps to make right buying
decision. There are different factors which influences decision making that are as follows:
Heuristic factors: This means mental shortcut which helps to people to make decision
which are highly influenced by current emotions. Something customers are highly connected by
brand and single services due to their mentality which influences the buying decision of
customers. In this factor, marketers understand the psychology of their customers and provide
products and services which helps customers to buys commodities. In context to The Churchill
hotel, marketers understand demand of its regular customers what they wants and treat them
perfectly which influenced customer buying decision positively.
Marketing mix factor: This consider some element such as product, price, place and
promotion which influences customers to take right step while buying anything. Customers
depend on such element which helps to buys the products if they are fully satisfied. Marketers
influenced the customers to buy products by providing information about product, place and
price which helps to make buying decision (Itzchakov, Uziel and Wood, 2018).
Technology factors: This is also influencing factor which is used by organisation and
marketers to influence customers and increase the business sale. Marketers analysis the new
technology which is used to attracts the people and make easy operation in order to increase
customer base. This factor influenced customer buying behaviour such as marketers of The
Churchill hotel introduced from new technology like online booking and cancellation, sharing
feedback and queries, e Bay, tailing etc. which attracts customers and buys hotel services and
also increases C2C purchasing.
Lvel of

M1 How marketers are responding to decision making process
Marketers are those who evaluate the needs and wants of people and provide information
about new products which influence them and emphasis them to make buying decision.
Marketers are those person who are playing an important role in business organisation which
helps to connect the customers with organisation by satisfying them effectively. In context to
The Churchill hotel, marketers provide important information like discount, package, facility,
cost and destination which emphasis customers to buy services and increase the productivity.
Task 2
P3 Compare and contrast the difference of decision making process in context to B2C and B2B
B2B: This means business to business which is used to deal between two business
concern in order to selling products and services (Bucher‐Koenen and et. al., 2017).
B2C: This means business to customers which is used to deal between business and
customers understanding their needs and wants.
Difference between B2B and B2C research
Basis B2B B2C
Purchasing
decision
This means purchase decision
are associated with business to
business which helps to increase
business sale. Herein
information are collected by
business concern by analysing
business needs.
This means purchase decision taken by
customers by analysing the products and
services effectively. Herein, business
organisation analysis the needs and wants
of people which helps to increase business
sale by providing products and services.
Finding out needs In it, the management of
business industries identify the
needs of different products
which are important to operate a
business successfully.
In this, management identify the needs of
customers and make efforts to operate
business by providing the products
according which helps to make high
profits. Such as The Churchill hotel uses
different methods to get the needs of
people and provide products accordingly.

Decision related
to market size
In B2B, The Churchill hotel
classify the market size which is
large on the basis of income,
age, occupation and target of
other business which helps to
make different from others.
In B2C, The Churchill hotel segmented
the market size in to different categories
such as age, income level, destination,
needed facility and occupation of
customers which helps to provide services
accordingly.
Importance of B2B and B2C in business environment
B2B
This is important run a business at wider level as it sale product directly to business in
business environment. Marketers in business environment understand what other business
expects and how it can be satisfied by offering products. It uses different ways or technology
which helps to continue the business with the help of new technology (Aschemann-Witzel and
et. al., 2017). This is linked with products and services in businesses for instance, marketers of
The Churchill hotel visits the market and understand other business which helps to sale the
products and services accordingly.
B2C
This is important in business environment such as it helps to maintain the good relation
with customers and business. Marketers uses different techniques which attracts people and
increase the productivity by increasing the number of customers. They are linked with products
and services. For example, The Churchill hotel provides hotel services to people which attracts
people and increase the organisational productivity and profitability.
P4 Different approaches to market research and methods of research used for decision making
process
Market research refers acknowledge about market and customers by using skills which
helps to make the right buying decision. Research is done by marketers who visits the market
and get needs of people which helps to maintain the number of customers. For instance,
marketers of The Churchill hotel are having marketing skills and great knowledge which is used
to attracts targeted customers and new one also in order to increase the productivity of
organisation. This research involves two methods in market research that are as explained:

Qualitative approach: This method is used by B2B and B2C by analysing the needs of
business and customers which helps to generate high profits. Such method represents the
theoretical data which is collected by sample representation, survey and observation method. In
context to The Churchill hotel, managers collect the data by using observation method which
help to collect the information for its customers. In B2B research all data is collected by sample
representation which helps to understand what business wants and how they can get success in
their business (Verain and et. al., 2017).
Quantitative approach: This method refers as collection of data in numerical form
which helps to work accordingly and make decision accordingly. For example, the marketing
manager of The Churchill hotel uses this method under B2B and B2C research where it collects
data by using sample survey and questionnaire which helps to maintain wide range of customers
and business by influencing the people.
Pareto principle is used by The Churchill hotel in market research in order to make buying
decision process that are as defined:
Skill set: There is required different skills set in B2B and B2C research which helps to
make buying decision. For example, manager of The Churchill hotel are required management
skills, coordination, communication and mathematical skills in B2B research which helps to
perform a business in business environment. And in B2C research are required leadership,
marketing, communication, mathematical results and technical skills which helps to keep records
of information that can be used to improve the business performance (Singh and Verma, 2017).
Research methodology: The Churchill hotel that is five star hotel provides different
types of products and services by using sample observation and questionnaire method which can
help to know about customers and increase the productivity.
Sample size: This means researcher should analyses the sample size which helps to
gather the information in order to make buying process. The sample size in B2B research for
The Churchill hotel is not effective where as in B2C research is effective which helps to make
buying decision for customers properly (Shi and Liao, 2017).
Tele depth interview: This means collection of information by using telephones, emails
and messages which helps to keep contact with customers and business. In context to The
Churchill hotel management gather the information by tele depth interview where customers
have option to put query and get responds in order to make buying process.

M2 Factors influence decision making and buying behaviour
In business environment there are many factors which influences the buying behaviour
such as heuristic, technological and marketing mix which are used by organisation to influence
the people and increase the market image effectively. By using this factors customers get
information about cost, services and facility of The Churchill hotel which influence them to
make buying process. On the other side, qualitative and quantitative approach to collect the
information and provide them services accordingly.
More focused on products and services in context to B2B and B2C
In context to B2B : It is important for organisation to have information about other
business so bring innovation accordingly that helps to take competitive advantages. The manager
of Churchill focuses on travelling industry and direct connect with them that helps to increase the
organisational productivity as such agency suggest customers to stay in this hotel and feel good.
In context to B2C: To increase the organisational productivity and effectiveness of
hospital industry it is important that to maintain good relations with customers so they feel and
get selection of hotel of their choice. For instance, the manager of Churchill hotel understand the
requirement of their customers and offers hotel services as they wants which helps to maintain
production and profitability.
Task 3
P5 Marketers can influence different stages of decision making process
Decision making process is consider as long term process that uses to identify and
choosing appropriate options in order to make right business decision. A person who make
buying decision after analysing all factors such as culture, subculture, values, beliefs and buying
behaviour which helps to make right decision. Herein, marketers are important who influences
customers to make decision process by attracting the people (De Nisco, Papadopoulos and Elliot,
2017). For example, the marketers of The Churchill hotel focuses on culture, sub cultures,
tradition and other factors which helps to provide products and services accordingly. They
understand the the different culture of people and provide hotel services accordingly which helps
to retain them for long period. There are different ways which is use by marketers to influence
the consumer behaviour such as:

Marketing campaign: Marketers uses this factor to influence people by using
advertisement, word of mouth, promotion and others which helps to attain the business goals. In
context to The Churchill hotel marketers focus on promotion in which they attracts people by
offering quality of food and staying facility on the basis of their culture and subculture which
processed to consumer buying decision and also enhance the organisational productivity.
Perception: This is the another way that states that how a person perceive things and
keep in thoughts which help to make buying decisions. The perception of people is not same so
this is important for marketers to focus on customer perception and make efforts to complete
them. In context to The Churchill hotel, marketers has responsibility to understand the perception
of national and international customers or target audience which provide satisfaction to people in
order to make buying decision (Fan, Liu, Wang and Wang, 2017).
For example: The Churchill hotel is a multinational hotel which provides various hotel
services which highly attracts people to purchase service by making decisions. In context to B2B
such organisation operate business in other sector by connected with other business concern such
as travel agency which can suggest customers to avail services from respective company which
helps to make buying decision.
In context to B2C, The Churchill hotel offers all services and quality of food,
transportation services, best WiFi and adventurous trip which attracts customers in order to make
consumer buying decision. Moreover, required information are provided by marketers with the
help of advertisement, promotional activity and billboards which influences customers and make
decisions.
M3 Decision making process influenced by marketers
Decision making process is continuous process which is used by customers to take the
decision for particular thing. It is influenced by marketers, is consider as single player who
attract the people and increase the organisational sale (Grebitus, Printezis and Printezis, 2017). In
context to The Churchill hotel, needs are evaluated by marketers that what the culture and
subculture of people which helps to provide products and services accordingly which helps to
make the right business decision.
D1 Application of theory, concept and models
The concept of consumer buying behaviour states that how customer can make decision
to buy the products and services. There are different models and theories which should be use by

business organisation to influence the people and increase sale. Such as The Churchill hotel is
using Cognitive and Behavioural theory which helps to make the consumer buying decision.
Cognitive theory: This refers as mental activity like remember, thinking and language
which helps marketer to make buying decision in context to B2B and B2C.
Behavioural theory: In this theory manager of The Churchill hotel observe the stimulus
response, and behaviour of customers which helps to increase the skills and knowledge in order
to select the appropriate product and services.
CONCLUSION
From the above report it can be concluded that consumer behaviour is related with buying
behaviour where customer recognise their needs, collect information, evaluate alternatives and
purchase product in order to consume and get satisfaction. If customers are happy with products
they they give positive feedback which helps to increase the productivity and profitability. B2B
and B2C market research are conducted by manager which helps to perform the business
effectively and increase profit margin. There are different models and theories which are used
by marketers to influence the people and emphasis them to buy the product effectively.
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