Consumer Behaviour and Insight

Consumer Behaviour and
Insight
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Table of Contents
INTRODUCTION...........................................................................................................................3
MA1IN BODY................................................................................................................................3
LO1..................................................................................................................................................3
P1 Stages of the consumer decision making journey for Pharmacy2U.......................................3
P2 Important for marketers to map a path to purchase and understand consumer decision-
making.........................................................................................................................................6
LO2..................................................................................................................................................7
P3 Key differences of the decision-making process in the context of B2C and B2B.................7
P4 Different approaches to market research and methods of research used for understanding
the decision-making process in both B2C and B2B contexts....................................................10
LO3................................................................................................................................................11
P5 How marketers can influence the different stages of the decision-making process of B2C
and B2B.....................................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Customer behaviour can be defined as study that includes how and why consumers,
choose, use and dispose products and services. This involves analysing different elements
associated with this and including consumers’ emotional, mental and behavioural responses. This
study is aimed to discuss consumer behaviour for Pharmacy2U, online pharmacy. This was
founded in 1999 and is headquartered in Leeds, UK. It is a medium size organisation employing
200 employees and from its foundation it has been involved in piloting the electronic transfer of
prescriptions in UK. This study will discuss about stages of consumer decision-making journey
for the product. It is important for marketers to map a path to purchase and understand consumer
decision-making. Followed by this report will involve differences in decision-making processes
in B2C and B2B context. Followed by this, study will also involve different approaches to
market research and methods for understanding decision-making processes. Later study will
involve how marketers can influence different stages of decision making.
MA1IN BODY
LO1
P1 Stages of the consumer decision making journey for Pharmacy2U
Consumer decision-making process refers to a journey or stages through which consumer
passes in order to buy a product or services (Consumer Decision Process (Buyer Decision
Process), 2017). Consumer decision-making process through which consumer passes to buy from
and associate with Pharmacy2U is as follows-
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Figure 1 Stages of the consumer decision making
Problem identification- Problem identification is first stage of the process of consumer
decision-making. In this stage customer identifies what problem they are facing and how they
can solve their problem (Shim, Shin and Kwak, 2018). Customers when identifies factor that
there is something is missing and they require to make efforts to get back to feeling normal. In
relation with Pharmacy2U customers will identify that they require buying medicines and tablets
and in this time Pharmacy2U connect with customers to give them information about existence
of their service and how they help customers.
Information search- This is second stage of the process in which Consumers when have
identified about their needs and requires they move to second stage in which they search and
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