Consumer Behaviour and Insight

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