Consumer Behaviour and Insight

CONSUMER BEHVAIOUR AND INSIGHT

Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
Various stages in decision-making journey of consumer.......................................................3
Importance for marketers to map the path of purchase and understanding decision making by
consumers...............................................................................................................................5
Evaluation of ways in which market to respond to decision making process, applying relevant
concept in model.....................................................................................................................6
Task 2...............................................................................................................................................7
Difference between decision making process in B2B and B2C.............................................7
Different market investigation approaches used to understand decision making process.....9
Justified evaluation on different factors influencing decision making and buying behaviour of
customer along with examples.............................................................................................13
Task 3.............................................................................................................................................13
Various behaviour impacting decision-making process.......................................................13
Evaluation of ways in which marketers influence each stage of decision-making process. 14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

Introduction
Consumer behaviour can be said to be the study and analysis of the ways in which
individuals, groups or organisations dispose various ideas of goods and services by satisfying
various needs and requirements of the customers (Ismagilova and et. al., 2020). Consumer
behaviour is an option through which the motive of buying products and services of a consumer
can be identified by the organisations. It is necessary for an organisation to make sure that they
are continuously analysing the consumer behaviour in order to satisfy them. In the following
report consumer behaviour of customers for H&M have been carried out. It is a company which
deals in April is based in United Kingdom. The following report consist of various decision-
making journey of customers along with how does the marketer uses this path to understand the
decision which customer is making. A comparison of various processes of difference decision
making processes a leader and a managerhave also been done in this report. Along with this the
report also consist of market research and decision-making process in both B2B as well as B2C
business types. There are a number of different stages through which a consumer is making
decision which is required to be analysed by organisation which is specified in the report with
the help of examples.
Task 1
Various stages in decision-making journey of consumer
The decision-making journey of consumer is a process through which the behaviour of an
individual while choosing between a number of products and services available to them is
studied. In this following process it is necessary that the customer is achieving maximum
satisfaction. It can be done in both the market type which is B2B and B2C. Below mentioned as
the process of consumer decision making journey and how does these consumers use the process
to choose a product or service.
Problem recognition: Problem recognition is the first step. In this step the needs and
requirements of consumer for a product or service is identified. There are a number of different
products and services product in the market which can fulfil these requirements of customers.
This will create an opportunity for the business to produce such goods and service. When taking
example of H&M it is the duty of organisation to understand water various designs of their

products which are apparels that will satisfy the needs of customers for them (Di Talia, Simeone
and Scarpato, 2019) .
Searching and gata leader and a managerhering information: This is the second stage of
decision making in which the customer starts searching for various options of products and
services which are available in the market which can satisfy all the needs and requirements. In
this stage they look for various people such as their family and friends who will help them with
their past experiences of the product. In this way they can decide on various options available to
them. This function is used by H&M as they use advertisement of the product in a number of
platforms such as advertising, online platforms and also online retailing stores so that customers
can come to know about the products and services they offer.
Evaluation of the alternatives: Evaluation of alternatives is a stage at which the customer list
down all the alternatives which are available to them. It is the duty of customer to make sure that
they are critically analysing all the available options and then coming to a conclusion on which
of these options will be highly satisfying all their needs. When taking H&M into consideration it
is necessary for company to make sure that they are studying consumer behaviour and also
producing goods and services which are better than that of their competitors.
Actual purchase of product or services: The last second stage of the consumer buying behaviour
is the products purchase or service made. It is the stage where customer actually goes to buy the
products and services which can fulfil all the requirements and also fit in the budget they have
for the product or services. It is necessary for H&M to make sure that they are making the
products and services available for the customers and also providing them good services in the
stores while they are making their purchase. It is necessary for H&M to make sure that they are
properly training their sales executives to provide good experience and ambience to the customer
who are visiting to purchase their products and services.
Post purchase evaluation: Post purchase evaluation is the last stage in which the customer is
actually using the product and analysing how much satisfaction is gained by them by the use of
their product. It is necessary for them to make sure that they are not cheated by any of the
unethical practices of the seller. It is necessary for them to evaluate the results of the product.
H&M uses salesperson and also takes feedback from their customers in order to make sure that
the post purchase journey of their consumer is smooth. There can be various other ways through