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Consumer Behaviour and Insight : Land Rover Ltd

   

Added on  2021-02-20

13 Pages4165 Words41 Views
Consumer Behaviourand Insight

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................4P1. Stages of consume decision making journey for a product and service...............................4P2. Importance of map a path to purchase and understand consumer decision making formarketers.....................................................................................................................................6TASK 2............................................................................................................................................8P3. Key differences of the decision making process in context of B2B and B2C......................8P4. Different approaches to market research and methods of research used for understandingthe decision making process in B2B and B2C..........................................................................10TASK 3..........................................................................................................................................10P5. Evaluation that how marketers can influence the different stages of decision makingprocess of B2C and B2B...........................................................................................................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................11

INTRODUCTIONConsumer behaviour is the process of studying the behaviour and attributes of anindividuals and a specific group regarding purchasing, choosing and using the products andservices with the purpose of providing satisfaction and fulfilment to their needs and demands. Itis an ongoing procedure which start with pre purchase actions and ends with post buyingexperience (Calder, Isaac and Malthouse, 2016). It encompasses various components such asmeasuring, acquiring, utilising and discarding of commodities and services. Consumer behaviouris beneficial to the company because it help in providing information about their taste andpreferences which is helpful to the companies to gain competitive advantages form marketplace.This assignment is based on Land Rover Ltd which is a British brand of four wheel drive cars.This company operated its business in this field since 1978 and founded by British Leyland andheadquartered in England. This report will discuss about consumer decision making process andability to map a path to purchase. Further, will define about appropriate research to understandinfluences on the decision making procedure. It will also define that how marketers influence thedifferent stages of the decision making process.TASK 1P1. Stages of consume decision making journey for a product and serviceConsumer behaviour an activity and determination devising procedure of an individual topurchase products and services to achieve high level of satisfaction in an appropriate manner. InLand Rover, employees are considered as most important resources with in a competitiveenvironment because it empower them to monitor present and future trends of market. It can bebeneficial to the manger to generate new or innovative product with the purpose of fulfillingconsumers needs and providing high level of satisfaction to them. In addition to it, decisionmaking procedure is also essential because it assist each person to analyse their needs or desiresand find out the way and manner so that they can be fulfil properly. Therefore, it has beenapprant that demeanour of a person is related with determination devising process which createhigh level impact upon the profit margin and production of company (Carlucci and et. al., 2015).To make development in customer experience and monitor their views regarding brand, productsand other customer journey map play an effective role. It is the activity of identifying wants,perception in context of products or a company. Land Rover deals with cars and to achieve

sustainable competency its executing officer makes an effort to determine consumer decisionmaking process to purchase a car which incorporate with several stages which are as follows:Need recognition- It is the first stage of consumer decision making process. It start withfinding out the needs and wants of individuals at the time of purchasing a particular product andservice. So that they can effectively provide satisfaction to their desires (De Mooij, 2019). Forexample, during the time of purchasing a car from Land Rover, primarily individual find outtheir requirement that there is need of purchasing car or not. If they feel that they have a need tobuy car then they can monitor the product properly.Source: Consumer decision making process,(2019).Information search- It is the next stage of need recognition, after motoring therequirement, customers started to search information about specific product which is able tosatisfy their needs. In this phase, they gather information regarding brand, its products, feature ofproducts etc. In Land Rover, individuals use their efforts to gather information in context of car,its features, functions, process and other things (Erevelles, Fukawa and Swayne, 2016). ToIllustration: Consumer decision making process

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