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