Consumer Behaviour and Insight

2400 words+12 slides

Consumer Behaviour and
Insight
TASK 2

P3 Comparing and contrasting the difference of decision making
process of B2B and B2C in Coca Cola.
 The decision regarding the consumer and business customers are both
different and there are different types of approaches which are used to
make the decision related to both.
 There are different types of client of Coca Cola like the customer and
the business customer and both influence the decision making process at
Coca Cola.

CONTINUED
 Planning
 Decision making
 Support
 History

CONTINUED
Similarities of decision making:
 The company need to make the decision
regarding both types of customer.
 They both are important customer as help to
earn profit and revenue to Coca cola.
 Last year sale and profit are considered
before making decision of B2B and B2C
clients.

CONTINUED
Difference between decision making
 Both are holding different position in the
company so process will not be same.
 B2C customer need to be analyzed so
that Coca Cola can increase the sale.
 B2B customer decision is to be made to
invest in business and to supply the
product in market.

P4 Evaluating the different approaches to market research and
methods used in decision making process.
 There are different types of market research methods
used to make decision at Coca Cola are so that the
market goal could be achieved.

CONTINUED
 Case study
 Conducting survey
 Secondary research
 Focus groups
 Interviews
 Observation
 Experiments

M2 Providing a coherent and justified evaluation of how different
factors influence decision making and buying behaviour in Coca
Cola.
There are different factors which are influencing the decision making and
buying behaviour of customers.

CONTINUED
 Marketing campaign
 Personal preference

CONTINUED
 Economic conditions
 Group preference
 Purchasing power

CONTINUED

REFERENCES
BRASSINGTON, F. and PETTITT, S. 2012 Essentials of Marketing. 3rd
Ed. Harlow: Pearson.
EAST, R., WRIGHT, M. and VANHEULE, M. 2013 Consumer Behaviour:
Applications in Marketing. 2nd Ed. London: Sage Publications.
SHIFFMAN, L. and WISENBLIT, J. 2014)Consumer Behaviour. 11th Ed.
London: Prentice Hall.
SZMIGIN, I. and PLACENTINI, M. 2014 Consumer Behaviour. Oxford:
Oxford University Press