Consumer Behaviour and Insight- PDF

Consumer Behaviour
and Insight

INTRODUCTION
Consumer Behaviour and understanding can be defined as the interpretation of the trends
that occurs in the human behaviour with the objective of increasing quality of the products and
services for the customers. It can be stated as doubtful understanding of the customers behaviour
which if enforce will definitely change their behaviour for the mutual benefit. The study of report
is based on small organisation and the chosen one is Unicorn Grocery which is located in
Manchester, UK and works as a grocery store. The organisation runs their business operations
with the help of horizontal organisational structure. The factors which influences consumer
decision making process will be taken into consideration like processes, levels and models.
Further, in this report the decision making process will executed in relation with the company's
services and the importance of determining such process will be explained.
Consumer decision making
The decision making of consumer can be defined as process that is used by the
consumers at the time of selecting the most suitable product or services for them in the market.
Decision making process varies from customers to customers depending on their needs and
requirements. This process is also stated as the procedure in which a consumer is indulged at the
time of buying a product or service (Calder, Isaac and Malthouse, 2016). These processes of
decision making also changes according to the opinions of the other people about a particular
product or services.
Consumer's decision making models
It consists of models that are defined under as follows:
 Economic Model: The economic model in decision making is based on the assumption
that a customer is logical individual and will take rational decisions. It is assumed
because the consumer has habit of evaluating and analysing the products and services
before constructing a purchase decision. This model is however considered as unrealistic
as the peoples are limited with the abilities, existing values, and conceptualisation and are
not always rational at the time of decision making (Fulgoni, 2014).
 Passive Model: This model defines that process of decision making is based on
promotional activities of organisation and the consumers are meant to respond on the
appeals made to them with the help of advertisement and the promotional tools by the