Consumer Behaviour and Insight

Unit 37- Consumer behaviour and
insight

Table of Contents
Introduction....................................................................................................................................3
LO1..................................................................................................................................................3
P1- explanation of consumer decision making journey stages....................................................3
P2- Important for marketers to map a path to purchase and understand the customer decision-
making.........................................................................................................................................5
M1- Marketers responding to decision-making process..............................................................6
LO2..................................................................................................................................................6
P3- Key differences of decision-making process in the context of business to customers and
business to business.....................................................................................................................6
P4- Different approaches to market research and methods of research used for understanding
the decision-making process in both B2C and B2B....................................................................8
M2- How different factors influence decision-making and buying behaviour..........................10
P5- How market is influence the different stages of this isn't making process of B2B and B2B
...................................................................................................................................................11
Conclusion....................................................................................................................................12
References.....................................................................................................................................13

Introduction
Consumer behaviour is the proper study of how are individual group or the customer are
the organisation selected, buy and use dispose goods ideas and services to satisfy their needs and
wants. it refers to the action of consumer in the marketplace and the underlying motive for those
actions. there are various factors that influence the customer behaviour to buy product and
services.
This report will cover Case study of the Oceanic hotel Small medium Enterprise who are
providing luxury services to the guest (Ramya, and Ali., 2016). All the luxury hotel apartments
at the ocean hotel features sleek, contemporary furniture. Command fully equipped kitchen.
some of the apartments have also the spa services and proper Sea view all the other features also
available at their hotels.
This report will Explain and analyse the customer decision-making journey stages for the
given product and services. it will explain what it is important for marketers to map the path to
purchase an understand customer decision-making. This report will contrast an compare the key
differences of the decision-making process in the context of B2C and B2B with specific
example. It will evaluate the different approaches to market researchers and methods of research
used to understand the decision-making process in both B2B and B2C. In the end of this report
will evaluate how marketers can influence the decision-making stages of the B2C and B2B with
proper example.
LO1
P1- explanation of consumer decision making journey stages
The decision-making of the consumer process is the way consumer think about the
product they want to purchase and take decision accordingly. In this process consumers select
the best possible product I services out of all alternatives which are available within the
marketplace. The decision-making process of consumer covered the several stages of the
journey. they coverall this stage is to take the final decision and buy the product and services that
are best for them.
Problem recognition

This is the first stage of the decision-making journey of the consumer where customers
recognise that they are facing any kind of problem related to their personal needs and demand. a
customer always create and develop Needs And demand that they always want to satisfy
(Boccia and et.al., 2019). In this stage customers recognise that that need something or want
something for that they need to search the things that can satisfy human needs. if customers are
going for the journey then they will recognise the problem which will be staying at somewhere
becausr they will need to stay somewhere so they can complete their journey.
Search process
It is the another stage where customers identify the product and services , here they
understand what they need and for that they started searching the best possible hotel an
accommodation service providers. it is necessary for the marketing team of the Oceanic hotel to
identify those customers who are looking for the hotels within the area where they are locating
their business. customers try various process an searches to find best possible hotel in the area
where they are all going. Have the customers are looking in the London area then marketing
thing can bring the suggestion of their hotel for the customers by using the Google search
engines.
Evaluate alternative
The third stage is evaluating through the previous stage above, The consumer would have
identified several alternatives service and product within the market that can have potential to
satisfy their needs and demand. in this stage when customers takes time to test all the options
available within the market and satisfy their needs, customer also see the factors that help to take
decision for them like quality, product price, value added features etc (Hofacker, Malthouse, and
Sultan., 2016). Hotel ocean can attract customers by providing the best possible deals with better
quality an affordable price and they can also add some features. That would attract the
customers.
Selection stage
This is the stage where consumer takes the final decision that what hotel they want Anne
which is the best hotel in there budget. the final purchasing this season of the customers can be
disputed by some of the factors and also influence time to choose another hotels and that are