Consumer Behaviour and Insights

Consumer Behaviour and
Insights

Table of Contents
INTRODUCTION 3
TASK 1............................................................................................................................................3
P1 Explain and analyse the stages of consumer decision making journey for a given products
and services............................................................................................................................3
P2 Explain why it is important for the marketers to map a path to purchase and understand
consumer decision making.....................................................................................................5
................................................................................................................................................6
M1 Evaluate how marketers are responding to the decision making process, applying relevant
concepts and models...............................................................................................................6
TASK 2............................................................................................................................................6
P3 Compare and Contrast the key differences of the decision making process in Context of
B2C and B2B, providing specific examples...........................................................................6
P4 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process in both B2B and B2C contexts.........................7
M2 Provide a Coherent and justified evaluation of how different factors influence decision
making and buying behaviour, supported by specific............................................................8
TASK 3............................................................................................................................................8
P5 Evaluate how marketers can influence the different stages of the decision making process
of B2C and B2B, giving specific examples............................................................................8
M3 Critically evaluate how marketers influences each stage of the decision making process
with reference to relevant methods and models applied......................................................10
D1 Critically evaluate the application of appropriate theories, concepts and models that
influence and impact upon the decision making process, supported by specific examples and
context..................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer behaviour is the process of identifying and analysing how to select, use and buy
the products and services in order to satisfy their needs and wants. It is the study of organisations
and customers and how they use and select products and services. The Consumer behaviour is
concerned with motivations and psychology (Santos and et. al., 2021). It is important as it helps
company to understand what influences the buying decision of consumers. The report is based on
the consumer decision making process and map of a path to purchase including market research
to understand consumer decision making process and differences in the context of B2C and B2B.
The report also includes the influence on the different stages of decision making process in the
Context of B2B and B2C. The Chosen Organisation for this report is Hotel Ritz London; it is one
of the famous and renowned hotels in London that provide excellent services to their customers.
TASK 1
P1 Explain and analyse the stages of consumer decision making journey for a given products and
services.
Consumer decision making journey is a process that helps in describing how people make
decision of purchase. The Consumer decision making journey for products and services consist
following steps:
Problem Recognition
The first stage of consumer decision making process is to recognise the needs for
products and services. When Consumers recognise the want they collect the information in order
to fulfil the want (Pantano, Priporas and Foroudi, 2019). No purchase can be happen if consumer
doesn’t recognise their needs and desire. The wants can be triggered by external and internal
stimuli due to which consumer thinks about the need which they want to fulfil. The Hotel can
make consumer recognise that they have a problem which can be solved by finding the needs and
wants. When people gone through problem recognition phase then they can move towards the
purchasing process.
Information search
ing the needs and wants of consumers they collect information related to the products and
services whether positive or negative. The Customers collect the information by consulting
through online resources or going at physical location personally. There are various information

gathering techniques which can be used by the consumers in order to get better results and gain
more useful information related to the services and facilities provided by the Hotel (Kumagai,
2020). They can gain through magazines advert, tv and radios, newspapers, online reviews and
taking feedback from existing customers. Hotel Ritz London must focus on enhancing the market
presence to attract more and more customers it could be possible by maintain the positive
reviews and providing better facilities form their competitors. As nowadays business turn to the
internet to avail the information related to the services and facilities provided by the Hotel. It is
important for the Organisation to use various channels and increase its online presence they are
pay per click advertising, high quality websites, SEO strategies and social media marketing
strategies.
Alternatives evaluation
It is the third stage of consumer decision making process in which consumers make the
decision and identify the product which they want. The customers look out the alternatives
choices so that they can compare the prices, product availability, quality and additional product
benefits. The Ritz London provides better services and facilities from their competitors which
makes them unique and stands out from the crowd (Mogaji, Balakrishnan and Kieu, 2021). The
Hotel also follows the sustainability practices to save the environment and protect the health and
safety of consumers. It is one of the strength of the Hotel that they use sustainable practices and
provide best facility to their customers. The Consumers will conduct the research and take a lot
of time to make the decision whether to purchase the services of the Ritz Hotel. The Decision of
the guest is totally depends on the Hotel reviews and feedback which they collect form different
sources.
Purchase decision
When customer collect all the information related to the products which includes
feedbacks and reviews than finally consumers made purchase decision whether to purchase the
products and services or not (Pearce, 2016). The purchase decision is based on the various
factors which they analyse and evaluate and after finding the positive results they get ready to
pay for the services which Ritz London will provide to consumers. It is the responsibility of the
Hotel to provide best services to their customers so that they can gain the loyalty of their guest
which helps in increasing the profitability and growth of business.
Post purchase evaluation