Consumer Behaviour and Insight

Consumer Behaviour
and Insight
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Table of Contents
Introduction......................................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK...............................................................................................................................................3
P1 Discuss the various stages of consumer decision making journey related to a product and
service.....................................................................................................................................3
P2 Discuss the importance of mapping customer journey to marketer to understand consumer
decision making......................................................................................................................5
P3 Compare and contrast the important difference of decision making process related to B2B
and B2C..................................................................................................................................6
P4 Evaluate various approach to market research and method of research used for better
understanding the decision making process in context of B2B and B2C...............................6
P5 Critically evaluate the influence of marketer on different stage of decision making process
of B2C and B2B.....................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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Introduction
Purpose behind writing this report is to better understand the concept of Consumer behaviour and
insight. Consumer play an essential role in the growth and success of an organisation. So it’s
very important for an organization to effectively understand and recognising the factors which
affect customer decision related to buying a product. Consumer behaviour is related to an
individual and an organization regarding how they select and consume products and services
(Elsäßer, and Wirtz, 2017). It is mainly related to the psychology, motivation and behaviour of
individual. A favourable consumer behaviour and insight helps an organisation in achieving
maximum returns. For this report Tesco Company is taking into consideration. It is a British
multinational retail company which is developed in 1919, by his founder Jack Cohen and
headquarter is in Hertfordshire, England, U.K. It deal in various supermarket, hypermarket and
also provide online services to their customers. This report include five important stage of
consumer decision making. Other than this, importance of tracing consumer buying process
journey is included in this report. It include a comparison and contrast related to decision making
process in context of B2B and B2C.
MAIN BODY
TASK
P1 Discuss the various stages of consumer decision making process related to a particular
product
It refers to a marketing study which is used by a marketer for effectively analysing and
identifying the buying pattern of customers from the recognition of need to post purchase step
(Escribano and et. al. 2021). Consumer decision making process refers to a process through
which consumer become aware of and effectively identifying their needs. They collect
information related to efficiently solving their needs and critically evaluate the various available
option which helps in satisfying their needs and in last consumer finally make a purchase
decision and evaluate their purchase. Consumer decision making process include five important
steps which are discussed in accordance with the online shopping service of Tesco. Various steps
of consumer decision making are discussed below:
 Problem recognition- This is the first and the most important stage of consumer decision
making process or of the buying process because every sales will start when a customers
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