Consumer Behaviour and Insight: Decision-Making Process at Sainsbury

This report delves into the complexities of consumer behavior and decision-making processes, focusing on the context of Sainsbury's. It examines the stages of the consumer decision-making journey for products and services, emphasizing the importance of mapping a path to purchase for marketers. The report contrasts the decision-making processes in B2C and B2B frameworks, providing specific examples. It also assesses various market research methods used to understand the decision-making process in both B2B and B2C contexts, including the stages of influence. The report offers an in-depth analysis of the factors influencing consumer choices, providing valuable insights into effective marketing strategies and consumer behavior.