Behaviour and Insights

BEHAVIOUR AND
INSIGHTS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1 Determine the stages of the consumer decision- making journey for a given product/service
.....................................................................................................................................................3
P2 Determine the importance for marketers to map a path to purchase and understand
consumer decision- making.........................................................................................................4
P3 Determine the key differences of the decision-making process in the context of B2C and
B2B by giving specific examples................................................................................................5
P4 Discuss the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts..............................6
P5 Determine that how marketers can influence the different stages of the decision-making
process of B2C and B2B by giving specific examples................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Analyzing consumer behaviour is an important thing for business in order to evaluate the
effectiveness of the market offerings, consumer behaviour and insights gives an idea of how
consumer reacts and responds to the products and services offered by the business. It is important
as it gives a way to business profitability and success, wherein satisfied consumer boost the sales
and profit maximization whereas dissatisfied consumer leads to drop in the sales and the profit
goals of the business. Thus, marketer must carefully analyze and understand the consumer
buying behaviour both in B2B and B2C in order to accomplish profitability and sales margin
targets. In the context of Zara which is a British Multinational retailer founded by Amancio
Ortega and Rosalia Mera in the year 1974, headquartered in Spain, UK. This report covers that
what are the stages of consumer decision making journey, the importance for marketer to map
path to purchase and decision making, differences of decision making process in both B2C and
B2B, approaches of market research and methods for understanding decision making process in
both B2C and B2B, how marketer can influence the decision making process of B2B and B2C
(Benson and et.al., 2015).
MAIN BODY
P1 Determine the stages of the consumer decision- making journey for a given product/service
To understand the consumer decision making journey map, the apparels of Zara company is
supported. Thus, the consumer decision making journey starts with the problem identification or
need recognition, wherein an individual is driven by the external or internal stimuli and
motivates him/her to purchase something (Dootson and et.al., 2016). The internal stimuli of
clothes right include the running short of clothes want to purchase more or need to purchasing
the latest trendy clothes wherein the external stimuli include advertisement, window shopping,
promotion and other that driven an individual towards something. After the need is generated,
the individual start looking for information in order to satisfy the identified needs. The individual
finds the information pertaining to purchase of clothes in internet, magazine, company website
and others. Thus, an individual starts collecting the information from different sources. The next
steps of the consumer decision making journey involves analyzing the collected information
wherein an individual analyze the information that whether it is relevant, whether it satisfies the

need identified, whether is useful information thus an individual evaluates the information from
different internet sources, physical outlets before making the right consumer decision, comparing
the reviews, different brands and so to evaluate the best out the given sources. Moving on to the
next function wherein the consumer makes final purchase decisions, wherein the consumer
chooses the most convenient sources where he/she can have flexibility over the payments options
and the delivery services of the clothing company. The next steps include the post purchase
consumer behaviour wherein the makes decision to make continue purchase from the company
or drop the decision of making further purchase or not. The consumer who are satisfied with the
offerings delivered by the company stay loyal to the brand but the consumer who are unsatisfied
with the offerings they might drop further purchase and also demotivate other customers to make
purchase. Thus, a company must look into making improving the customer relationship and
delivering the quality products and services to the consumers in order to accomplish the set of
pre-determined objectives (Ismagilova and et.al., 2020).
P2 Determine the importance for marketers to map a path to purchase and understand consumer
decision- making
It becomes important for the marketer to map a path to purchase and understand consumer
decision- making as it draws the measures which the marketer has to take in order to deliver and
formulate effective marketing objectives. Right from analyzing consumer needs to the post
purchase behaviour of the consumer decision making process, marketer have to take different
measures the best suits each stage of the decision making process. When a marketer rightly
analyzes and delivers value to the consumer it supports to accomplish the profitability goals and
business success in the marketplace. Wherein the satisfied consumer helps to develop the brand
image in the external environment with increased sales and profitability goals. It serves the
business to accomplish pre-determined set of marketing objectives. Wherein a marketer frames
out the products development planning and calls to action of the products and services in
consideration of the consumer decision making behaviour. Further the consumer decision
making behaviour also helps to determine the effectiveness of the specific product and services
that helps to deliver the further analysis of whether to drop the product, improvements in the
existing market offerings or develop the new innovative products and services that best suits the
marketing objectives of the business. Thus, it becomes important for the marketer in order to