Consumer Behaviour and Insight

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
SECTION 1: Map to 'Path to Purchase'..........................................................................................3
1. Evaluate the five different stages of consumer's decision making process and also analyse
the factors that influences the process.........................................................................................3
2. Evaluate the black box model of consumer behaviour and how it influences marketing
decision.......................................................................................................................................4
3. Map out the consumer’s decision-making process for one product or service.......................5
Section 2: Research and Data in Consumer Behaviour ..................................................................5
4. Compare the similarities and differences of the decision-making process.............................5
5. Evaluate the different market research methods that could be applied to a B2C and a B2B
context.........................................................................................................................................7
6. Justify how market research can influence the stages of consumer/consumer's decision
making process............................................................................................................................8
Section 3: Influence on the decision-making process .....................................................................8
7. Evaluate a minimum of 2 factors that influence the decision-making process.......................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer behaviour insight can be explained as a crucial component for an organisation
because it directly helps an individual, group or even the firm to accomplish their goals within
the specific time period. It is necessary because it gives the idea that how any of the person is
required to while involving in any of the task. The chosen organisation for this respective project
is Vodafone UK which prepare any of the project at a greater platform and even deals in both
B2B & B2C. In this respective file various topics will be explained such path to purchase in first
section where is section two there will be discussion about research and data in consumer
behaviour. In last section, there will be explanation that how decision making process influences
the business organisation.
TASK 1
SECTION 1: Map to 'Path to Purchase'
1. Evaluate the five different stages of consumer's decision making process and also analyse the
factors that influences the process
In any of the company, consumers are the one who plays the most crucial role as they are
the one who helps company to accomplish their goals within the specific time period. The main
preference of customers is that they only want those services which can provide them higher
level of satisfaction (Pérez, del Mar García de los Salmones and Rodríguez del Bosque, 2013). In
context of Vodafone, it is needed to understand that decision making process of customers can be
the crucial for the purpose of accomplishing the goals. Below, some of the different stages of
consumers decision making process are explained.
Phases of consumer decision making process:
Need recognition : It is necessary for customers to identify whether there is a
requirement or not to buy any of the specific product. If customer can identify about the needs
then it will be easy a easy task to uplift the satisfaction level. In short, it is necessary for the
customers of Vodafone to recognize whether the services they are going to take is suitable or not
for them.
Searching and Gathering information: Once customer convince themselves that there
is a required then it is necessary for them to collect all of the information related to the

telecommunication companies. Here, customer will mainly focus on a positive and negative
impact of using the services of Vodafone.
Evaluating the alternative: In this respective stage, it is necessary for them to
understand and find whether there is an alternate or not. Customers will try to evaluate the
services of other organisation as well which are working in the similar form of market. It helps
to raise the satisfaction level among them.
Actual purchase of the product or services: It is the stage where customers are needed
to purchase the services which they want for personal satisfaction (Reimann, and et. al., 2012).
As customers are trying to avail the service of telecommunication which is done only after
analysing all of the stages so that they can choose the service which will provide maximum
benefit to them.
Post purchase evaluation: This is the final stage where feedback is needed to be given
by customers that whether the services which are being provided by Vodafone are helpful or not.
If in any of the situation answer is no that what are the expectation of future expectation as that is
needed to be mentioned.
Theses are five different stages which are mainly considered by the customers whenever
they purchase any of the product but it is also necessary to consider that there are some of the
factors which influences the process and that has been explained below:
Social Influences: It is one of the factors which can influence the customers at the time
of buying any of the products or services. If company is not working as per the requirement
current trends that it can influence the buyer to change their decision for availing the services of
company which they were willing off.
Cultural Influences: It is needed to be understand that sometime culture can affect
decision making process of any of the consumers. It is one of the situation where person doesn't
want to use the services of respective company just because of the decision which are being
taken by them for personal benefit.
2. Evaluate the black box model of consumer behaviour and how it influences marketing
decision
In simple words, Black box model of consumer behaviour is a model which is used for
the purpose of studying the buying behaviour of customers (Lim, 2016). It is mainly identify by
the process in which it is assumed that what customers are assuming and how they respond to

any of the situation. It is one of the process which directly helps to bring out the positive result.
While talking about market, it can be easily said that it can changes the whole concept of
marketing where there are higher chances that company like Vodafone might have to change
their plans and policies.
Black Box Model will help company to identify and determine that what is the current
trend, believe,s perception of people towards any of the product which they uses. This will allow
company to decided that whether the services which they are provide is relevant or not and if in
any of the situation it is not relevant then changes can be done accordingly so that targets can be
accomplished on time.
3. Map out the consumer’s decision-making process for one product or service.
Whenever any of the customers want to avail the services of a company they always try
to determine different factors which can help them out to take positive decision. For example:
customers want to avail the services of Broadband & Landlines which are being provided by
Vodafone then in that respective situation customer will prepare the map as a decision making
process. The detail information about the map is listed below in different points.
 Firstly, they will try to find the company which is dealing in the market for providing the
services of Broadband & Landlines (Cockayne, 2016).
 Secondly, it is necessary for customers to check the prices and performance of a company
that whether those services can be helpful or not.
 Then, it will be important for customers to buy the services of Vodafone and use them as
per there requirement.
 Finally, feedback is required to be given by the customers to the company that what are
the changes that company must do.
Section 2: Research and Data in Consumer Behaviour
4. Compare the similarities and differences of the decision-making process.
B2B and B2C are mainly used by the business who perform their work at a greater
platform for the purpose of selling their products and services in the market (Japee, 2015). In
context of UK, Vodafone is the company which is uses both B2B and B2C for earning profit
from market. It is said that both B2B & B2C are effective for the company because it helps them

to attain their goals within the specific time period. Below some of the differences between B2B
and B2C has been explained in context of a Vodafone.
Basis B2B B2C
Buying decision Here, it is the decision of other
firm to purchase the services of
Vodafone where they will
mainly consider some of the
area such as goodwill of
company, price which is being
charged and many more
(Difference Between B2B and
B2C, 2019).
It is quite less time consuming
process for Vodafone because
entire decision is required to be
taken by the customers that
whether they will like to have
the services of company or not.
Decision related to the
Marketing strategy
In this, Vodafone will not
require any of the marketing
tool to promote their services
and offer as deal is required to
be done between business to
business where internal sales,
personal contacts plays more
crucial role.
Whenever any of the services
required to be provided that
marketing strategy is required
to attract the customers and for
that company has the option to
take help of various marketing
tools and even social media
marketing is one most trending
form of doing marketing.
Identifying requirements For the purpose of finding the
requirement, it is necessary that
company must prepare the
strategy where requirement of
business can be fulfilled.
In B2C, company has the
option to identify that what
customers want from them so
that requirement can be
fulfilled (Nagengast and et. al.,
2014).
Some of the Similarities in Business to Business and Business to customers are:

 It is necessary to understand for Vodafone that in both B2B and B2C they will required
the goodwill which will allow business and customers to connect with the company.
 In both B2B and B2C, it necessary for Vodafone that they must give appropriate services
so that customers and business can avail the services from them.
5. Evaluate the different market research methods that could be applied to a B2C and a B2B
context.
In current scenario, it is necessary to understand that market research plays the crucial
role as it is one of the way through which customers as well as business organisation can be
connected. It is because company will be able to provide the services which their clients want
from them. Below, there is the detail information that how company is required to do research
for attaining goals or to trade in the market.
Market research approach in B2B: Here, it will be important for Vodafone to focus on
secondary sources to collect any of the information because data collecting process will be quite
easy in it. It will be one of the time saving process for business organization (Dolan, and et. al.,
2012). The different sources which can be used in it are:
 Public records: As Vodafone is required to deal with other business organisation so it
will be important for them to collect the past information so that it will be easy for them
to take decisions at the time of doing trade.
 Government and non government agencies: In this, Vodafone will have to do research
on market considering off all the government and non government authority. This will
allow the top level management to make a deal with other business organisation in a
systematic manner.
Market research approach in B2C: In this types of research the main area which is
needed to be focused will be related with primary source of collecting the data (Fastoso, and et.
al., 2012). It will allow Vodafone to collect all of the fact information which can be helpful at the
time of taking decision. Some of the primary sources of collecting the data are:
 Questionnaire: In this, the management of Vodafone will try to prepare different
questionnaire where they will select certain number of respondent who will give answer
of them. This will allow them to find that customers want from them.

 Personal interviews: It is also one of the way which can be used by the company for the
purpose of collecting the data. In this company will conduct interviews just to find that
what customers are willing and how their requirement can be fulfilled.
6. Justify how market research can influence the stages of consumer/consumer's decision making
process
Market research can be very help in context of business organisation like Vodafone
because they will be able to determine that what and how they are required to do. While talking
about B2B, if company will be able to do proper research that at what prices other business
organisation can avail the services which are providing and even what quality they requires in it.
For example: Ford is giving the machinery parts to Jaguar Land Rover, then it is needed to
understand that the management of Jaguar Land Rover need the product at a reasonable cost but
they will even focus on quality of a product a well.
In case of B2C, decision can be easily said that marketers will be the one who will
influence the decision making process of customer because if Vodafone will be able to provide
the services as per their choices with minimum charges then they will select this respective
company. It will also allow to enhance the profit. For example: Cad-bury is one of the
multinational company but they must try to take review of customers where they can provide the
free sample in which they can give feedback (Xiang, Magnini and Fesenmaier, 2015). This will
allow company to do improvement as per the requirement of customers for attaining goals.
Section 3: Influence on the decision-making process
7. Evaluate a minimum of 2 factors that influence the decision-making process
The two different factor which influences the decision making process are explained
below:
 Behavioural Theory: It is one of the theory which has a great impact upon the decision
making process as well as buying behaviour of a customer. It simply helps that how
customers are needed to react in any of the situation. It even includes the factor of
conditioning in which company can find that how customers react to any of the situation
which will all organisation to prepare their plans and policies accordingly. Even it is one

of the theory which helps business organisation to fix the problem which are connected
with customers as well as market segments.
 Culture: Here, it can be determined that marketers mainly focuses on the market and
according to that they make their decision regarding the services which they want to
provide (Lim, 2016). It is helpful for company like Vodafone because they give them the
opportunity to influence the customers towards the company.
CONCLUSION
It can be understood that consumer behaviour is one of the important concept which
allows company to perform better as it can easily help to determine that what customers and
business expect from the customers. There are number of situation where working style within
B2B and B2C differs due to which company have to plan differently for accomplishing their
goals. To provide the services to costumers, it is necessary for business organisation to
understand that they must carry on the market research as it is one of the helpful process for the
company.

REFERENCES
Books & Journals
Cockayne, D., 2016. Redefining B2B relationship marketing: insight from postmodern Alibaba.
Journal of Customer Behaviour. 15(1). pp.49-66.
Dolan, P., and et. al., 2012. Influencing behaviour: The mindspace way. Journal of Economic
Psychology. 33(1). pp.264-277.
Fastoso, F., and et. al., 2012. Risk, trust, and consumer online purchasing behaviour: a Chilean
perspective. International Marketing Review.
Japee, G. P., 2015. New Ways of Reaching Out to End Users: Retailing. diplom. de.
Lim, W. M., 2016. Understanding the selfie phenomenon: current insights and future research
directions. European Journal of Marketing. 50(9/10). pp.1773-1788.
Nagengast and et. al., 2014. New insights in the moderating effect of switching costs on the
satisfaction–repurchase behavior link. Journal of retailing.90(3). pp.408-427.
Pérez, A., del Mar García de los Salmones, M. and Rodríguez del Bosque, I., 2013. The effect of
corporate associations on consumer behaviour. European Journal of Marketing.
47(1/2). pp.218-238.
Reimann, M., and et. al., 2012. How we relate to brands: Psychological and neurophysiological
insights into consumer–brand relationships. Journal of Consumer Psychology. 22(1).
pp.128-142.
Xiang, Z., Magnini, V. P. and Fesenmaier, D. R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal
of Retailing and Consumer Services. 22. pp.244-249.
ONLINE
Difference Between B2B and B2C. 2019. [Online]. Available
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