Consumer Behaviour and Insight

This document discusses the different stages of consumer decision making journey and the significance for marketers to map a path for better understanding. It also differentiates between B2B and B2C decision making process and discusses various market research approaches for better decision making.

Consumer Behaviour and Insight
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Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Task 1...............................................................................................................................................3
P1) Determine different stages used decision making journey of user forgiven product&
service.....................................................................................................................................3
P2) Discuss significance for marketers to map a path in context of increasing understanding
regarding user decision making..............................................................................................5
TASK 2............................................................................................................................................6
P3) Differentiate among decision making process in reference of B2B and B2C through
appropriate examples..............................................................................................................6
P4) Discuss various approaches of market research adopted for better decision making in
reference of B2B and B2C business model............................................................................6
TASK 3............................................................................................................................................8
P5) Evaluate way in which marketers can affect stages of decision making in B2B and B2C
business models......................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
In organisation, consumer is determined as important part of organisation as they focus on
buying products and services of organisation and increases sales. While buying any goods,
consumer assesses different kind of factor and then takes decision for organisations. There are
various approaches that are adopted by management team to attract buyer. The present
assignment is depending on Amazon. It is considered as international organisation founded in
1994. In present assignment, the organisation focuses on organising market research in order to
analyse need of user. In current assignment, the process of decision making of user is explained
in addition with comparison among decision taken in reference of B2B as well as B2C. It also
involves various approaches of market research that help in increasing understanding regarding
whole decision making process (Bamossy and Solomon, 2016).
Main Body
Task 1
P1) Determine different stages used decision making journey of user forgiven product& service
Consumer decision-making signifies the whole process by which user assess need of buyer
regarding good and services that help in meeting those requirement in best way. Herein, the
consumer focuses on taking decisions regarding what to buy and what is not for use resources in
proper manner. For this process, there are various forms in context of decision taken by
consumer that is given below:
Extensive problem solving herein, the consumer do not have particular preferences in
context of brand as well as product. They do not focuses on adopting any fixed criteria for
assessing brand so it is necessary for marketer to offer information to user that aids assistance to
them in choosing proper brand. For example, Jewellery & automotive included in this category.
Limited problem solving herein, the consumer possess specific criteria for assessing
diverse brand. They prefer specific brand and also seek extra information for taking decisions
related to purchase. For example laptop, clothes and other products fall in this category.
Stages of consumer decision making process
Problem recognition is considered as initial step related to consumer decision making
in which consumer believe that they are in challenging state and require relevant good and
services in order to get relieve from problem so that they improve specific needs and requirement
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which they want to satisfy. Therefore, there is a kind of scope related to marketing that help in
advertising its goods and services at broader level so user increase knowledge regarding problem
and also adopt suitable goods that helps in resolving those issue in an appropriate manner. For
example, customer required to accomplish their wants to buy formal clothes on Amazon & by
using other websites (Bronnmann and Asche, 2017).
Information search after recognition of problem, the user search focus on searching
specific goods and services that aid assistance in solve problem in appropriate manner.
Therefore, they collect options that help in taking better decisions. And, sometime user takes
decision according to its past experiences. In this level, the consumer focuses on searching
necessary or required information from various sources to buy products. Therefore, the consumer
can collect information by using internet to take proper decision.
Evaluation of alternative in this step, the user assesses various alternatives by using
predefined criteria like price, quality and so on. There are different types of brand offer specific
product. So, user possesses wider choice in order to select proper product so that they satisfy
need of user in an appropriate manner. Herein, customers assess brand for taking proper decision
and customer focus on taking review regarding brand that is available on Amazon as well as on
other website for fulfilling their need.
Purchase Decision herein, the user purchase goods and services in actual manner. After
collect all kind of information connected to review & feedback from prevailing user, they
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focuses on taking decision to buy product. In all level, it is important for marketer to use
favourable brand image and goodwill so that user provides preferences to its good over its rival
firm. After getting needed information, the user required to take decision for buying products.
Post purchase evaluation of user the process of user decision making is not finished
during last purchase but marketer focuses on maintaining contact with user after sales. They
offer repair as well as maintenance service, provide greeting to its user and also take their
reviews and many more. Therefore, the evaluation of post purchase is significant to maintain
user base in order to stay them for a longer period of time. The Amazon required maintaining
contact with user after buying services and also taking their feedback on experience related to
shopping from website (Culiberg and Mihelič, 2016).
P2) Discuss significance for marketers to map a path in context of increasing understanding
regarding user decision making
It is assessing that uses signifies different type of factor while buying goods and services.
The different steps involved in which user eventually purchase product. It initiates from
assessing need and finished at buying product with satisfying need and wants of user. Therefore,
there are different kinds of factors that help in taking decisions related to consumer process that
is going to be mentioned below:
Internal factor this element included feelings, attitude, personality trait, behaviour of
individual person that imposes direct effect on decision taken by buyer. It is assess that there are
various individual person possess diverse lifestyle, roles that influences purchasing behaviour in
an appropriate manner.
External factor there are different kind of external factors that influence whole buying
decision of user. These elements involve culture, technology and so on. It is assess that culture is
important in influencing decision which is taken by user.
Influence of new technology herein, there are different kind of innovative technology like
E-commerce website, online shopping that alter past tendency of shopping. These types of new
techniques are useful in offering better experience related to shopping to its user (De Mooij,
2019).
Influence of heuristic on decision making: it is analysed that heuristic is determined as a
mental condition in which user take decision according to current mental status. Therefore, the
behaviour imposes direct effect on decision taken by user. For example, if they feel happy then
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they focuses on purchasing goods and services, if they are not happy, then they avoid to buy.
Impact of marketing mix elements there are different type of element like product,
price, place as well as promotion that is involved in marketing mix. This element imposes direct
effect on decision which is taken by user. For example some user is looking for less expensive
goods in addition to this place and promotion is also affected by purchasing decision of user.
Importance for marketer of mapping path in order to take decisions by user
The user is important stakeholder of organisation and there is a whole journey which is adopted
by user to purchase goods and services by buyer. The measure process of decision which is taken
by user, the manager is capable to reduce shortcoming that is connected to process of purchasing
and provide superior experience to its user in order to increase sales. In assistance of this, it also
assists management team of Amazon to meet need and want of user in an appropriate manner.
By using this method, they capable to get connected with the user while buying process and they
are capable to prepare pre as well as post-purchase tactics to achieve goal in time manner. The
primal benefit of mapping customer journey is to obtain essential information in respect of
existing and potential user. It will assist management team to execute proper strategy for
achieving better outcomes for success in future period of time (Islam, Rahman and Hollebeek,
2017).
TASK 2
P3) Differentiate among decision making process in reference of B2B and B2C through
appropriate examples
In the market place there are mainly two models available as B2C and B2B business model
(Szmigin and Piacentini, 2018). B2C models reflect that product is being sold between business
and their potential customer while B2B refers to transaction that is being carried out among
business and no customer is involved. The two models are totally different from one another thus
the process for decision making is also different in relation to both the model. The difference is
reflected with the help of the table given below as:
Basis B2B ( Business to business) B2C (Business to customers)
Meaning It is defined as transfer of
goods among the business in
order to fulfil their potential
In this model services and
products are exchanges among
customers and firm in order to
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need and requirement. earn high profitability index.
Quantity of merchandise The quantity of business
goods transferred is large as
the transaction is carried out
among business partners
(Stancu, Haugaard and
Lähteenmäki, 2016)
On the other hand the quantity
of products which are
exchanged is very low as
exchange process is among
firm and client in order to
meet the need of their end
operators.
Relationship The goods are being
distributed from the direct
manufacturer to supplier then
the whole sellers and in the
last the products are sold to
retailers. Thus a long cycle is
used for distribution and
supply of products.
In this model customers are
directed towards purchasing
products from retailers. This
help in developing effective
relationship among the parties
involved in transaction by
minimising the any third party
involvement in the transaction
process.
Decision making The decision making process
in this model is B2B is based
on the planned logical
decisions which are rational.
The decision is mainly taken
by the business owner for
earning business profit.
In this model the decision
making process is based on
the need, desire and want of
people. Here, customers
purchase the goods for
satisfying their requirement in
an effective & planned
manner.
Examples Amazon online shopping
platform is one of the effective
platform for B2B business
where entity can easily meet
the requirement of the other
Amazon is also working
towards B2C platform where
goods are exchanges among
the sellers and their end users
without involvement of any
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sellers. Amazon programme of
B2B selling are designed for
catering the needs of all the
buyers and sellers.
other business party (Zandstra,
Lion and Newson, 2016)
From the above table it can be analysed that there is large difference among the B2C &
B2B industry model. Thus the model used for decision making is also differential in significant
aspect. In B2B the decision is executed after applying knowledge and rational behind them. On
the other hand, B2C decisions are mainly engaged by the end consumers which are based on the
requirement, behaviour and emotions related to other factors.
P4) Discuss various approaches of market research adopted for better decision making in
reference of B2B and B2C business model
Primary research method in this process, the researcher focuses on collecting data &
information by using own contribution. The researcher gathered information by using primary
approach is authentic as it is collected by investigator on regular basis. It is determined as a
superior approach related to market research, there are various sources like survey, observation
and so on that is determined as a primal part related to primary research. It aids assistance in
getting insight in respect of behaviour and attitude of users that help in meeting need and want of
user in an appropriate way (Milfont and Markowitz, 2016).
Qualitative method is an important approach of collecting information through which
manager get explained information by using B2B user. It aids assistance in collecting detailed
information which helps in taking proper decision. There are various approaches that is used in
qualitative method which is going to be mentioned below:
Market research method for B2B model
Focus Group it is broadly adopted approach for research that assists in collecting detail
insight as well as in-depth data information for a specific purpose by using this method the
marketer focuses on collecting or gathering detailed information in respect of perception and
attitude of user that aids assistance in preparing appropriate strategy that help in achieving goal
in timely manner. In context of Amazon, they adopt method for gathering information from
market for preparing strategy for success of organisation.
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Advantage it assists in gather detailed information that help marketer to prepare appropriate
strategy that help in increasing sales.
Disadvantage this method is determined as a time-consuming as investigator required to
devote time for collecting proper data.
Observation in this process, the manager focuses on observing behaviour and attitude of
user in proper way. By using this, the marketing team of Amazon are capable to observe attitude
of user in an appropriate manner to maintain necessary strategy.
Advantages it is determined as a simple method through which important information is
collected in time and in cost appropriate manner.
Disadvantage due to lack of simplicity, the marketer do not have any kind of predefined
criteria in order to observe response of user.
Market research method in reference of B2C business model
Interview involve open-ended question that help in communicating with respondent in
proper way. In this process the management team take response from respondent. In context of
Amazon, this method is adopted for purpose of collecting detail information from respondent.
Advantage through this method, the marketer is capable to collect in-depth information that
aids assistance in preparing proper strategy for betterment of organisation (Parkinson, Schuster
and Russell-Bennett, 2016).
Disadvantage this is determined as a time-consuming process in order to organise interview
and collect responses from individual person.
Survey Herein, the survey is organised by marketer to collect important information for
organise survey online and offline by using questionnaire method. In context of Amazon, they
can collect detailed data & information from respondent by organising survey in proper way.
Advantage in this process, the investigator can collect information by increasing
interaction with respondent that it aids assistance in taking decisions (Srivastav and Kaul, 2016).
Disadvantage this is determined as a method which is time consuming and costly in order
to organise service in proper way.
Other method of market research
Secondary research method herein, the information is gathered from available sources like
books, website and so on. By using this method, the researcher can collect information in cost
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appropriate manner. In current assignment, secondary data is used for gathered information from
B2B as well as B2Cuser that help in taking proper decision.
TASK 3
P5) Evaluate way in which marketers can affect stages of decision making in B2B and B2C
business models
It is assessing that the organisation user and customer both directly affect on marketing
approaches during particular phase of time period. At basis level, they assess problem, look for
specific goods and services in order to resolve problem with appropriate approaches of
marketing. The marketer focuses on analysing need of user they make sure how good can be
solved problem of user in most appropriate manner. The approaches of marketing help customer
in selection as evaluation process of appropriate practices related to branding and assistance to
market in gaining attention of user so that they focus on preparing goods and services. Lastly, the
marketer also imposes direct effect on decision taken by user by offering important post purchase
facility as it will assist in maintaining favourable goodwill and brand image of organisation and.
For example, the advertisement aids assistance in analysing need of users so that they purchase
necessary goods in order to achieve higher satisfaction (Schütte and Ciarlante, 2016).
The Marketers can also influence the decision making process of B2B and B2C as it is
necessary to attract the consumer and grab their attention, it can be possible by advertising the
products and services through which the decision making process of the consumer get affected
and influenced. The marketers have to understand the patterns of buying behaviour according to
which they can make consumers to buy the product and services. It is important to understand
the likes and dislikes of the customers so that marketers can produce the effective predict
according to the taste and preference of consumers. The Marketers must also use digital audience
research development in order to understand the consumer behaviour through which they can
collect more information about the buying behaviour of consumers and also focus on fulfilling
the need and demand of customers.
CONCLUSION
On given report, it is assess that consumers are important for organisation and adopt
appropriate process to take decisions related to buying good. This is determined as a process that
involves assessing problem, collects information, assesses alternatives, purchasing as well as
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post-purchase assessment that is adopted in journey of user to buy product. Therefore, the
discussion is also made in respect of influence marketer in taking decisions in reference of both
B2B as well as B2C business model.
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REFERENCES
Books and Journals
Bamossy, G.J. and Solomon, M.R., 2016. Consumer behaviour: a European perspective.
Pearson Education.
Bronnmann, J. and Asche, F., 2017. Sustainable seafood from aquaculture and wild fisheries:
Insights from a discrete choice experiment in Germany. Ecological Economics, 142,
pp.113-119.
Culiberg, B. and Mihelič, K.K., 2016. Three ethical frames of reference: insights into M
illennials' ethical judgements and intentions in the workplace. Business Ethics: A
European Review, 25(1), pp.94-111.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. Sage.
Islam, J.U., Rahman, Z. and Hollebeek, L.D., 2017. Personality factors as predictors of online
consumer engagement: an empirical investigation. Marketing Intelligence & Planning.
Milfont, T.L. and Markowitz, E., 2016. Sustainable consumer behavior: A multilevel
perspective. Current Opinion in Psychology, 10, pp.112-117.
Parkinson, J., Schuster, L. and Russell-Bennett, R., 2016. Insights into the complexity of
behaviours: the MOAB framework. Journal of Social Marketing.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services, 31, pp.277-286.
Stancu, V., Haugaard, P. and Lähteenmäki, L., 2016. Determinants of consumer food waste
behaviour: Two routes to food waste. Appetite, 96, pp.7-17.
Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford University Press.
Zandstra, E.H., Lion, R. and Newson, R.S., 2016. Salt reduction: Moving from consumer
awareness to action. Food Quality and Preference, 48, pp.376-381.
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