Consumer Behaviour and Insight

This report discusses the process of consumer decision making and the importance of understanding consumer behaviour for marketers. It explores the stages of the consumer decision making journey and the differences between B2B and B2C decision making. The report also provides insights into market research approaches and methods used in B2B and B2C contexts.

Consumer Behaviour
and Insight

EXECUTIVE SUMMARY
Consumer behaviour is the procedure of studying attitude of individual person in respect
of purchasing, selecting and adopting goods and services for satisfying need of its user. It is
determined as an ongoing process that starts with pre-purchase and finish with post purchasing
experience. The behaviour of consumer is advantageous for organisation because it assists in
offering information regarding taste as well as preferences that is useful to organisation in order
to achieve competitive benefits over rivalries at marketplace.

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1. Stages of consume decision making journey for a product and service...........................4
P2. Importance of map a path to purchase and understand consumer decision making for
marketers................................................................................................................................6
TASK 2............................................................................................................................................8
P3. Key differences of the decision making process in context of B2B and B2C.................8
P4. Different approaches to market research and methods of research used for understanding
the decision making process in B2B and B2C.....................................................................10
TASK 3..........................................................................................................................................11
P5. Evaluation that how marketers can influence the different stages of decision making
process of B2C and B2B......................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer behaviour is the procedure of studying attitude of individual person in respect
of purchasing, selecting and adopting goods and services for satisfying need of its user. It is
determined as an ongoing process that starts with pre-purchase and finish with post purchasing
experience. The behaviour of consumer is advantageous for organisation because it assists in
offering information regarding taste as well as preferences that is useful to organisation in order
to achieve competitive benefits over rivalries at marketplace. This report is depending upon Land
Rover Limited. This company was founded in the year of 1978 and located in England and it is
determined as well known company of cars that help in providing satisfaction to its user. This
assignment provides discussion regarding process of consumer decision making and capability to
give a direction to purchase. Furthermore, they also provide description regarding proper
research that help in increasing understanding level regarding process of decision making. They
also define how marketer focus on influencing various steps related to process of decision (Funk,
2017).
TASK 1
P1. Stages of consume decision making journey for a product and service
Consumer behaviour determined as a process through which individual person buy goods
and services that help in increasing their satisfaction level in proper way. In reference of Land
Rover Limited, the subordinate are determined as most significant resource in competitive
atmosphere because it helps in controlling current and future market trends. It is advantageous
for management team to generate innovative goods for fulfilling need and wants of its user.
Therefore, the Land Rover Limited focuses on dealing with car that helps in accomplishing
sustainable competency and makes appropriate efforts that help in taking decision by consumer
with various stages that is going to be mentioned below:
Need recognition it is the basic level of process of decision taken by its consumer.
Herein, the organisation analysing need and demand of individual person during buying specific
goods and services. Therefore, they can appropriately offer satisfaction to its user during
particular phase of time period. For instance, at the time of buying a car from chosen company,
the individual person emphasised on analyzing need of buying car or not. If the individual person

feels that they require purchasing car then their focus is on monitoring and controlling goods in
proper manner.
Information search in next level after recognition of need of an individual person then
customer focuses on searching information related to particular product that is capable to
fulfilling their wants. In this stage, they focus on collecting information in respect of brand,
product, attributes of goods and many more. In reference of Land Rover Limited, the individual
person make effective contribution or efforts to collect information in reference of car features,
accessories, functions and many more (Lehner, Mont and Heiskanen, 2016). To gather
information regarding these things, they adopt social media, organisation website, review of
customer and others. Therefore, it will advantageous to them and provide both positive as well as
negative impact on particular product.
Illustration: Consumer decision making process

Evaluation of alternative in this level, customer assesses various alternatives which is
available marketplace. In reference of Land Rover Limited, the customer collect information
regarding strategy, quality, design and service related to car. They also focus on making
comparison among feedback or reviews of other users and after that they focus on selecting
goods that is capable to offer satisfaction or fulfilling their needs.
Purchase Decision it is necessary to collect information regarding product and consumer
take decision to buy product along with motive of satisfying their need that help company in
achieving goal in timely manner. Herein, the consumer focuses on taking decisions after
assessing their wants and also gather explained information regarding feature, price and quality.
Post purchase behaviour in last phase, the consumer focuses on taking advantages related
to car and satisfies needs and wants of its user. In context of chosen company, after purchasing
product consumer take various review of other customer in respect of its goods. Herein, if the
goods offer satisfaction level to its customer than company gain profit margin and it increases
experience level of customer in future period of time.
It is an approach which can be used by the businesses in B2C through which they
understand the perception of consumers successfully. The organisations first look for needs of
consumers. They can also generate some unrecognised for this purpose. After this they look into
providing various information to consumers about the product or service. They make sure that
their alternative is best amongst all the alternatives available. And then also serve the consumers
once thr service or product is provided. It will enhance the post purchase behaviour successfully.
P2. Importance of map a path to purchase and understand consumer decision making for
marketers
In present time, due to increase in competition level within market between organisations
that impose direct impact on decision taken by its user in respect of brand. The attitude of user is
determined as impulsive in nature which assess preferences and taste of its user. Therefore, it has
been analysed that company emphasize on reducing complexity which is arise due to increase in
competition level. Therefore, the chosen company operate their organisation and increase profit
margin in future period of time (Schütte and Ciarlante, 2016). The management team of
organisation assists in monitoring and controlling situation of market for confronting challenges
and achieve leading position in automobile industry. There are various reasons that are discussed
which is going to be given below

Influence of new technology in present time, there are different types of technical
innovation which is necessary for enhancing profit in future period of time. It is also useful to
generate high competition level at marketplace to various organisations. In reference of Land
Rover Limited, the management team of organisation focuses on bringing technical advancement
of products that aids assistance in increasing experience level of its user in future time period. It
will generate positive impact on profit margin or productivity of organisation. The organisation
also adopts online payment that assists in making process of payment easy.
Influence of market mix it is other intrinsic factor that provide or offer support to every
organisation that help in achieving leading position in market that help in placing right type of
product on right time at right place. The management team of chosen organisation focuses on
monitoring and controlling marketing mix such as promotion, people, product, price, place
physical evidence and process as it imposes both favourable and unfavourable impact on
company. Therefore, it is significant for organisation to monitor trend and requirement of target
audience and producing goods that aid assistance in satisfying requirement of its user (Stancu,
Haugaard and Lähteenmäki, 2016).
Influence of heuristic in decision making heuristic signifies a mental shortcut which help
individual person in taking appropriate decisions during particular phase of time period. In
reference of Land Rover Limited, they adopt promotional strategy that imposes direct impact on
capability of individual person. It is advantageous for individual person to gather information
regarding brand of goods and services that create favourable impact on improvement of
organisation. Therefore, the management team of organisation can adopt various advertisement
tools that are capable to offer information to its population. It will useful for organisation to
increase awareness of its customer regarding product and achieving objectives in timely manner.
There are various models that offer direction to its market that help in achieving objective in
timely manner which is given below:
Economic view model it is connected with price which is generated during consuming
product. Consumer makes an appropriate contribution to assess price of brand and select the best
one that help in achieving satisfaction level of its user.
Passive view it includes different promotional techniques that help organisation to increase
ratio related to competency. In reference of Land Rover Limited, they adopt different
promotional tactics that assists in increasing benefit from its rivalry at Marketplace.

Emotional view the management team of chosen organisation focuses on monitoring and
controlling emotional state of its user that helps us in acquiring audience and achieve sales target
in timely manner.
Cognitive view the marketer focuses on gathering data that is related to need and want of its
customer and develop strategy that help in designing goods which satisfy need of its user.
TASK 2
P3. Key differences of the decision making process in context of B2B and B2C
In function of marketing B2B and B2C are determining as two forms of transaction that
is related to business and provide information within given sector. B2B signifies commercial
transaction held within companies that help in achieving target in timely manner. On the other
hand, B2C signifies as business to consumer through which organisation provide goods and
services to its end user. This both tactics can be adapted by Land Rover Limited to achieve sales
target of organisation that is designed by management team of organisation. There are various
differences among B2B and B2C that is given below:
Basis B2B B2C
Purchasing decision Before taking a decision related to
purchasing products, the
organisation focuses on making
appropriate contribution to analyse
product of competitive firm their
prices strategy and brand value that
help in gathering information
related to goods and improving
their product all over the world in
an appropriate manner (Zhang and
Benyoucef, 2016).
Herein, the main role plays by its
user because they are determined as
a main source that focuses on
maintaining judgement in respect of
buying product. It signifies decision
is taken in less time in comparison
to B2B organisation.
The marketer focuses on
determining need and wants of its
audience that is depend upon
product goods and services of Land
Rover. The administration of
organisation adopts various
promotional techniques in order to
generate awareness regarding ample

of audience in an appropriate
manner.
Finding out needs B2B focuses on monitoring
situation of market and analysing
them in order to take appropriate
decisions by introducing strategy
related to product and gain more
and more profit.
The marketer focuses on
determining need and wants of its
audience that is depend upon
product goods and services of Land
Rover. The administration of
organisation adopts various
promotional techniques in order to
generate awareness regarding ample
of audience in an appropriate
manner.
Decision related
marketing strategy
In B2B, the marketer focuses on
adopting different promotional
techniques to advertise goods
within competitive atmosphere. In
reference of Land Rover Limited,
they can adapt strategy that assist in
maintaining trade in an appropriate
manner through which they can
achieve a leading position at market
place in order to deliver or provide
quality goods.
There are various promotional
techniques such as social media,
internet, radio and others sales
promotion techniques that offer
high satisfaction level to its
customer and increases productivity
in upcoming time period (Funk,
2017).
Decision affiliated
with size of market
In context of B2B, the chosen
organisation focuses on reaching
large number of its user for
increasing profit margin in future
period of time.
In B2C organisation, the company
focuses on capturing large area for
attracting user in respect of brand.

On the basis of above given differences, it has been analysed that both B2B and B2C
assists Land Rover to collect information that help in increasing profitability without confronting
any kind of issue.
Black box Model
Black box model is a model which is used in order to study the buying behaviour of consumers.
Assumes that there are a number of things going on in consumers mind which can be used in
order to observe stimuli and responses for developing various products understanding the needs
and demands of consumer. It is essential to understand the potential buyers and the factors that is
influencing potential buyers. There are stimuli which are external factors, internal factors that are
buyers mind and different responses which results in purchase.
P4. Different approaches to market research and methods of research used for understanding the
decision making process in B2B and B2C
FOR B2B
Herein, the information is gathered by using secondary source which will be beneficial
for company. The data which is already prevailed at marketplace can be gathered in different
ways. ‘
 The Land Rover Limited can adopt web page of organisation to possess basic
understanding regarding operations and functions of its rivalries.
 Land Rover can also check suggestion box that is available in website to understand need
of individual person and supply those goods and services. If needed, they also focus on
designing innovative product by considering suggestion of an individual person along
with some new ideas to meet need of its user (Szmigin and Piacentini, 2018).
FOR B2C
Herein, the manufacturer focuses on marketing its goods directly to its user. The
information required regarding market and user can be gathered directly from its public by
adopting different technique of gathering primary data.
 It is necessary to conduct survey in order to ask questionnaire regarding brand and their
preferences that help in increasing satisfaction level of its user during particular phase of
time period.

 The questionnaire must be prepared and also mail to its user with a request to give their
feedback according to them. The chosen company focuses on maintaining that
questionnaire that helps in analysing requirement of its user which must be satisfied by its
organisation.
 The other way which is adopted by Land Rover is interviewing local agent to understand
market as well as its economy.
TASK 3
P5. Evaluation that how marketers can influence the different stages of decision making process
of B2C and B2B
Business to business as well as business to consumer are determined as the two internal
factor in that their main focus is on process of consumer buying and also analysing process that
help in achieving profitability & productivity level in future period of time. In each organisation,
the activity related to marketing included different type of components such as price, product,
place, promotion that help in achieving competitive advantage in imaginative style. In
organisation, market is considered to be significant factor because they provide various
advantages or benefit to organisation. It also helps in increasing profit margin and income in
future period of time. There are different types of method through which the organisation take
decision that is going to be mentioned below:
Perception it signifies the way that helps in assessing goods and services of organisation.
In context of Land Rover, perception of audience is very important to assess buying behaviour of
individual person. The marketer focus is on improving favourable image or goodwill related to
brand in front of its user. Therefore, they can focuses on making appropriate contribution
regarding sales of organisation by buying goods from respective company and offer satisfaction
according to needs of its user. And individual person focuses on purchasing those products
which is filled with quality and effective price. Therefore, this factor is very significant for
influencing its user and increases experience level in future period of time (Van Nes, 2016).
Market campaign herein, the customer emphasized on purchasing product by watching
advertisement and other promotional technique. There are different types of promotional
techniques such as social media, TV, radio, newspaper, internet that is adopted by management
team of Land Rover to offer information to its audience regarding goods and services and

increase awareness regarding them. The marketer make sure that for promotion of goods they
concentrate on various types of promotion techniques in order to achieve satisfaction level of
customer regarding goods of company and that helps in increasing profit margin in future period
of time.
Example, there are different example that is connected to B2B as well as B2C. In context
of B2B, if management team in organisation introduce or launch innovative product in market
than they monitor trends in market and needs that is completely depend upon taste and
preferences of its user. There are different requirements are fulfilled by management teams by
improving significant strategy that help in achieving objective of organisation in timely manner.
In reference of B2C, if the organisation focuses on bringing innovative ideas that help in
utilisation of different promotional tools such as sales promotion, social media, direct selling and
many more that help in increasing sales volume in an appropriate manner (Wlömert and Papies,
2016).
CONCLUSION
On the basis of above given report, it has been analysed that consumer behaviour is the
procedure of studying attitude of individual person in respect of purchasing, selecting and
adopting goods and services for satisfying need of its user. It is determined as an ongoing
process that starts with pre-purchase and finish with post purchasing experience. . This
assignment provides discussion regarding process of consumer decision making and capability to
give a direction to purchase. Furthermore, they also provide description regarding proper
research that help in increasing understanding level regarding process of decision making. They
also define how marketer focus on influencing various steps related to process of decision.

REFERENCES
Books & Journals
Funk, D.C., 2017. Introducing a Sport Experience Design (SX) framework for sport consumer
behaviour research. Sport Management Review, 20(2), pp.145-158.
Lehner, M., Mont, O. and Heiskanen, E., 2016. Nudging–A promising tool for sustainable
consumption behaviour?. Journal of Cleaner Production, 134, pp.166-177.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
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.
Van Nes, N., 2016. Understanding replacement behaviour and exploring design solutions.
In Longer lasting products (pp. 133-158). Routledge.
Wlömert, N. and Papies, D., 2016. On-demand streaming services and music industry revenues
—Insights from Spotify's market entry. International Journal of Research in
Marketing, 33(2), pp.314-327.
Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature
review. Decision Support Systems, 86, pp.95-108.