Consumer Behaviour and Insight

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1.Explain and analyse the stages of the consumer decision making journey for a given
product/service.......................................................................................................................3
P2.An statement of why it is essential for marketers to map a path to acquisition and interpret
user conclusion devising.........................................................................................................5
TASK 2............................................................................................................................................7
P3. Show a scrutiny and contrast of the key differences of the decision-making procedure in
the context of B2C and B2B, providing specific examples from both B2B and B2C...........7
P4.Appraise the various conceptualization to market investigation and methods of research
used for knowing the decision-making procedure in both B2C and B2B contexts..............10
P5. Valuate how marketers can influence the various phase of the decision-making procedure
of B2C and B2B, giving specific examples..........................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Consumer behaviour is the vital element for the business organisation as this study how
the individual , group or the association prefer, purchase and usage the items and services to
fulfil their necessarily and demand. Consumer behaviour also mention to as activity which an
individual client executes in the market. This assignment has been prepared to understand how
the potential consumer behaves towards the product. In this current report the chosen products is
from automotive industry Ford that is Mustang cars. This automotive industry is termed to be the
wider industry that deals with the design , development and manufacturing of the cars. This
project will cover the study about the cognition and knowing of the clients decision-making
process, their necessarily and expectation from appropriate research, assessment about the post
acquire and pre acquire decision. Apart from this the report also covers the concepts of the B2B
and B2C business and the cause which influences the consumer behaviour. At last, this report
will also render the essential path which are concerned in the process of judgement making.
TASK 1
P1.Explain and analyse the stages of the consumer decision making journey for a given
product/service.
Before purchasing the products, it is very essential for the customers to first identify the
needs for which they undergo various consequences before buying the products. Consumer's
decision-making procedure engages the custom-made to determine exactly what are their needs,
expectations so that they can make the decision to buy the products(Gangale, Mengolini and
Onyeji, 2013). As the product which have been chosen in this respective assignment is the cars
of the company Ford. For purchasing the cars of the company, the consumers will pass on
through the diverse stages which have been mentioned below :
Consumer decision making stages are as follows :
Pre- Purchase : For devising a conclusion in respect the pre acquisition of the
commodity a consumer undergo several stages that are as mentioned below:
 Need recognition : This phase of the user conclusion making procedure is concerned
with the identification of the demand whether the commodity is needed or not. As need
is considered to be the most essential element which drives or influences the customer
towards the buying of the products. So for buying the product like Car the consumer will

see whether there is requirement of the car or not if the need is felt they will focus on the
purchasing of the products.
 Searching and Gathering information : After the identification of the need the
customer will focus onto the second stage that is searching and gathering of the content
detail about the commodity. Before buying the car, the consumer will effort to
assembling as much data as they can regarding all the positive and negative factors which
are attached to the purchasing of the car. For collecting the information, the consumer
may use various sources like social media , feedbacks from the existing user of the cars
etc. regarding the quality and services of the cars(Maity and Dass, 2014).
 Evaluating the alternative : This phase of the user conclusion making procedure is
conferenced with the evaluation of the options. After identifying of the needs and
gathering of the information the customer will now focus on the best of the options and
deals which are available to them in the marketplace for the purchase of the car. Here the
customers will focus on the evaluation of the best option which offers them the
reasonable price with excellent services and design.
Purchase :This is the decision-making stage after the stage of identification of needs,
searching, and evaluation of the alternative. Here the customer makes their mind to purchase the
product. Here the customer will finally identify what they want to buy and from where they want
to buy so that their needs can be satisfied without incurring more expenditure. In this the actual
purchase decision is also made after analysing all the facts and aspects which the customers will
come through in the near future(Thøgersen, Jørgensen and Sandager, 2012).
Receive: After purchasing the product that is mustang car the customers receive it
and experiences the products quality and services and then further takes the decision.
Post purchase evaluation: It is the the final stage which gives the conclusion whether
the Car which have been purchased by the customers has delivered them the value of their desire
or not. This also states the condition they the customers will purchase the product again or not
soon.
Thus, these are the stages which will help the customer in making their buying decision for the
car so that their need can be satisfied to the full.