Phases of Customer Decision Making Journey for Coffee Plant Cafe Product

Consumer Behaviour and
Insight
1

Table of Contents
INTRODUCTION...........................................................................................................................2
LO1..................................................................................................................................................2
P1- Phases of customer decision making journey for Coffee Plant Cafe product..................2
P2- Importance of mapping path to purchase & comprehend customer decision making for
marketers................................................................................................................................4
M1- Evaluation base on marketers respond to decision making process...............................5
LO2..................................................................................................................................................5
P3- Compare differences of decision making act in context of B2B and B2C......................5
P4- Approaches and methods of market research & investigation for comprehending decision
making act in B2B and B2C context......................................................................................7
M2- Factors influence decision making and purchasing behaviour of buyers.......................8
LO3..................................................................................................................................................9
P5- Ways through which marketers could influence different phases of consumer decision
making procedure of business to business and B2C..............................................................9
M3- Critical analysis base on influence of marketers in context of decision making procedure
stages......................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
2

INTRODUCTION
Consumer behaviour can be described as study of how groups of people and individual
customers chose, purchase, utilize and disposes products, services and ideas in order to satisfy
their demands and needs. This term can consider as action take by a buyer in marketplace and
underlying purpose for those acts. The current assignment will be based on Coffee Plant Cafe,
which falls under list of SMEs in the UK. This study will explain phases of customer decision
making journey for given services or product. It will define the importance of path mapping to
purchase and comprehend customer decision making for marketers. Furthermore, this report will
clarify differences of decision making act in context of B2B and B2C. It will justify varied
approaches in regard to market investigation and methods of research utilized for comprehending
decision making act in both business to business and B2C. This assignment will explain
influence of marketers in context of different phases of decision making procedure of B2B &
B2C.
LO1
P1- Phases of customer decision making journey for Coffee Plant Cafe product
Consumer decision making can consider as procedure that is utilized by target market to
identify what his or her necessities & needs are, collect key info of goods and services, and find
alternatives to chosen items offerings and taking last judgment about a buy (Song and Tso,
2020). This journey or process can be distinguish into key six phases that are mentioned below-
Stage 1- Need reorganization-
It is the first stage of customer decision making journey where Coffee Plant cafe
consumer recognize his or her needs relate to organic coffee and vegan food beverages offer by
firm. Before taking judgment in context of product purchase, buyer first recognizes their needs or
necessities in life, which is really very essential to know (Shim, Shin and Kwak, 2018). For
example, in recent time, due to health issues people are determining needs of food items within
his or her life as it help keeping body fit and healthy forever.
Stage 2- Data research
According to second phase, after recognizing needs consumers drive towards next step
where he or she efforts to gather data and key information about needed product or service and
that is organic Coffee & vegan food products (Qazzafi, 2019). There are varied sources and
techniques accessible in the world, which can customer use to collect data and then take decision
3

to purchase goods or not. It include organizational website, social media pages and family
member who have info about recognise needs such as vegan items and organic coffee.
Stage 3- Alternative evaluation
According to this stage, after identifying needs and collecting data about Coffee Plant
Cafe famous organic Coffee and vegan foods products, customers then evaluate and find out
alternative options in market (Hamilton and et.al., 2019). Furthermore, in order to take right
decision in context of products consumers need to examine and observe all accessible chances
and alternatives options, which is actually very essential to do. After trying and finding right
goods, consumer could take better and valuable judgment for themselves.
Stage 4- Selection and Trail-
After keeping set of selection in mind consumer makes first trail of organic Coffee and
vegan food items. Target customers of chosen company according to this phase could buy
different goods or really utilize items individual for some time to develop a belief and create
attitude toward organic Coffee which is good for health. This stage of customer decision making
journey assures buyers what he or she needs to purchase and then consider it as trail base.
Stage 5- Purchase decision-
Accordant to this phase of overall journey, when buyers believe that organic Coffee offer
is the best suggestion to their needs, they can make decision to actual buy. It includes taking
goods choice, selection Coffee Plant cafe shop and deciding time and amount of buy. After
conducting a lot of efforts to gather data and evaluate alternatives finally a buyer reach at final
decision in context of purchase exchange of money. Furthermore, it could base on assessment of
experiences, advertisement and emotions as well.
Stage 6- Post Purchase decision-
It is one of the most essential stages of customer decision making journey because it
caters valuable info about satisfactory level of target market. At this phase, buyers reassure that
his or her choice or selection is appropriate and match actual needs, which is really very
essential. For example, consumer by conducting small investigation and communicating with
those buyers who has permanent customer of Coffee Plant Cafe obtains full pledge about organic
coffee quality and benefits for themselves.
4