Consumer Behaviour and Insight

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