Consumer Behaviour and Insight

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1.Explain and analyse the stages of the consumer decision making journey for a given
product/service.......................................................................................................................3
P2.An explanation of why it is important for marketers to map a path to purchase and
understand consumer decision making...................................................................................4
TASK 2............................................................................................................................................6
P3. Show a comparison and contrast of the key differences of the decision-making process in
the context of B2C and B2B, providing specific examples from both B2B and B2C...........6
P4.Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts.........................8
TASK 3..........................................................................................................................................10
P5. Evaluate how marketers can influence the different stages of the decision-making process
of B2C and B2B, giving specific examples..........................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour is explained as the activity which is conducted by organisation to
study and know about the behaviour of consumer within marketplace. This process is conducted
from initial stage to final purchase (Consumer Behaviour, 2018). In this assignment there will be
detail examine about the behaviour of consumer towards any of the product. In this respective
project, the chosen organisation is Jaguar Land Rover. Here, selected product is Land Rover
Classic. It is one of the British Company whose headquarter is in Whitley, Coventry, United
Kingdom. In context of the file, various topics will be discussed such as consumer behaviour and
their expectation. There will be discussion about pre and post purchase decision and proper
difference between will be explained on B2B and B2C and how it influences the
customers(Xiang, Magnini and Fesenmaier, 2015).
TASK 1
P1.Explain and analyse the stages of the consumer decision making journey for a given
product/service.
Any of the consumers who are willing to buy any of the product, they are needed to
identify about their own requirement. If they are able to identify their needs and requirement then
they can easily take there decision that what is suitable decision for them. In context of the file,
the chosen product is Land Rover Classic car which is of Jaguar Land Rover company. Here,
before buying any of the product, consumers will need to move on from different stages and they
are:
Pre-purchase: Whenever any of the person wants to purchase any of the product they
themselves need to pass with different stages and they are:
 Need recognition: It is the primary stage where consumers are needed to decided
whether they have the requirement of product or not. It is totally based upon needs that
whether work can be still done or not with particular product is not purchased. In context
of Jaguar Land Rover, there customers will required to identify whether they can
accomplish there work without car or not and if answer is no then they can go for
purchasing the product(Gangale, Mengolini and Onyeji, 2013).
 Searching and Gathering information: Whenever customers decided to purchase new
product they are needed to collect different information to make their decision

appropriate. In case of buying car, consumer are needed to know about positive as well as
negative impact of the car which they are planning to buy. For collecting these
information, consumers can take the help of social media, review of customers and
expertise and many more.
 Evaluating the alternative: Once searching and gathering information is completed, it
is necessary for customers to evaluate the selected car with alternate process. Here,
person is required to compare it with available options and features. Then they are needed
to select the best one according to the services which is provided by the company.
Purchase: This is the second stage which comes after pre-purchase where customers
decides about the product which they are going to purchase. As every things about comparing is
needed to be done in pre-purchase stage so here customers are just required to buy the actual car
which can meet all of the section decided by them. Directly or indirectly this stage is connected
with pre-purchase stage.
Receive: Once, Land Rover classic is received, the customers experiences the comfort
and quality through which they can take further decision(Chamlertwat and et. al., 2012).
Post purchase evaluation: It is the final stage of whole process where it is decided that
whether the purchased car is meeting out the expectation or not. It is one of the stage which helps
to decide that whether other consumer will depend upon the product and services of company or
not.
These are the four different stages which is needed to be conducted by any of the
consumer while purchasing any of the product which can fulfil their needs and wants.
P2.An explanation of why it is important for marketers to map a path to purchase and understand
consumer decision making.
In corporate sector, consumers are the one who plays most significant role for achieving
the targets of company. They are the one for whom business is being operated. Here, it is
necessary for any of the marketer to map through which it can be easily understood that what are
the needs of consumer and how they take any of the decision at any period of time. Marketers
needs to map a path because it is directly link with level of profit which company can earn while
operating business activity. If marketer can understand about the buying behaviour of consumers
then it can be beneficial for them to prepare mapping a path to purchase a product. It will even
help to complete the journey of customer which is divided into four different part and they are: