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Consumer Behavior and Insight : Assignment

   

Added on  2021-02-19

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Consumer Behaviourand Insight
Consumer Behavior and Insight : Assignment_1

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1.Explain and analyse the stages of the consumer decision making journey for a givenproduct/service.......................................................................................................................3P2.An explanation of why it is important for marketers to map a path to purchase andunderstand consumer decision making...................................................................................4TASK 2............................................................................................................................................6P3. Show a comparison and contrast of the key differences of the decision-making process inthe context of B2C and B2B, providing specific examples from both B2B and B2C...........6P4.Evaluate the different approaches to market research and methods of research used forunderstanding the decision-making process in both B2C and B2B contexts.........................8P5. Evaluate how marketers can influence the different stages of the decision-making processof B2C and B2B, giving specific examples..........................................................................10CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13
Consumer Behavior and Insight : Assignment_2

INTRODUCTIONConsumer behaviour is explained as the activity which is conducted by organisation tostudy and know about the behaviour of consumer within marketplace. This process is conductedfrom initial stage to final purchase (Consumer Behaviour, 2018). In this assignment there will bedetail examine about the behaviour of consumer towards any of the product. In this respectiveproject, the chosen organisation is Jaguar Land Rover. Here, selected product is Land RoverClassic. It is one of the British Company whose headquarter is in Whitley, Coventry, UnitedKingdom. In context of the file, various topics will be discussed such as consumer behaviour andtheir expectation. There will be discussion about pre and post purchase decision and properdifference between will be explained on B2B and B2C and how it influences thecustomers(Xiang, Magnini and Fesenmaier, 2015).TASK 1P1.Explain and analyse the stages of the consumer decision making journey for a givenproduct/service.Any of the consumers who are willing to buy any of the product, they are needed toidentify about their own requirement. If they are able to identify their needs and requirement thenthey can easily take there decision that what is suitable decision for them. In context of the file,the chosen product is Land Rover Classic car which is of Jaguar Land Rover company. Here,before buying any of the product, consumers will need to move on from different stages and theyare:Pre-purchase: Whenever any of the person wants to purchase any of the product theythemselves need to pass with different stages and they are:Need recognition: It is the primary stage where consumers are needed to decidedwhether they have the requirement of product or not. It is totally based upon needs thatwhether work can be still done or not with particular product is not purchased. In contextof Jaguar Land Rover, there customers will required to identify whether they canaccomplish there work without car or not and if answer is no then they can go forpurchasing the product(Gangale, Mengolini and Onyeji, 2013). Searching and Gathering information: Whenever customers decided to purchase newproduct they are needed to collect different information to make their decision
Consumer Behavior and Insight : Assignment_3

appropriate. In case of buying car, consumer are needed to know about positive as well asnegative impact of the car which they are planning to buy. For collecting theseinformation, consumers can take the help of social media, review of customers andexpertise and many more.Evaluating the alternative: Once searching and gathering information is completed, itis necessary for customers to evaluate the selected car with alternate process. Here,person is required to compare it with available options and features. Then they are neededto select the best one according to the services which is provided by the company.Purchase: This is the second stage which comes after pre-purchase where customersdecides about the product which they are going to purchase. As every things about comparing isneeded to be done in pre-purchase stage so here customers are just required to buy the actual carwhich can meet all of the section decided by them. Directly or indirectly this stage is connectedwith pre-purchase stage.Receive: Once, Land Rover classic is received, the customers experiences the comfortand quality through which they can take further decision(Chamlertwat and et. al., 2012). Post purchase evaluation: It is the final stage of whole process where it is decided thatwhether the purchased car is meeting out the expectation or not. It is one of the stage which helpsto decide that whether other consumer will depend upon the product and services of company ornot.These are the four different stages which is needed to be conducted by any of theconsumer while purchasing any of the product which can fulfil their needs and wants.P2.An explanation of why it is important for marketers to map a path to purchase and understandconsumer decision making.In corporate sector, consumers are the one who plays most significant role for achievingthe targets of company. They are the one for whom business is being operated. Here, it isnecessary for any of the marketer to map through which it can be easily understood that what arethe needs of consumer and how they take any of the decision at any period of time. Marketersneeds to map a path because it is directly link with level of profit which company can earn whileoperating business activity. If marketer can understand about the buying behaviour of consumersthen it can be beneficial for them to prepare mapping a path to purchase a product. It will evenhelp to complete the journey of customer which is divided into four different part and they are:
Consumer Behavior and Insight : Assignment_4

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