Consumer Behaviour and Insight Solved Assignment

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Phase are related to consumer decision making journey.......................................................1
P2. Importance for marketers for mapping path .........................................................................3
TASK 2............................................................................................................................................4
P3. Key differences of decision making for B2C and B2B.........................................................4
P4. Various Approaches of market research with methods of research that are used for
understanding decision making procedures for both B2C and B2B............................................5
TASK 3............................................................................................................................................6
P5. Marketers influences stages of decision making process for B2C and B2B.........................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Consumer insights and behaviour is related with every businesses that helps to
understand the how people thinks and feels. An organization should understand the current trend
and need to to update accordingly. In other words, understanding the customers and their needs
is essential that ensure future opportunities for business (Aboelmaged and Gebba, 2013). To
develop the knowledge about consumer behaviour and insight Jaguar has been chosen that was
established in 1935. This is a British multinational manufacturer of cars. Such organization is
much aware about customer needs and introduce products accordingly. The manager of business
organization analysis the needs and wants and introduce new products in order to attracts people.
Such organization is launching new product that is Jaguar XE. Different concepts are covered in
this report such as ability to map a path to purchase, stages of consumer decision making
journey, compare and contrast between decision making process in the context of B2C and B2B.
In addition, decision making process of B2B and B2C by influencing marketers are covered in
report.
TASK 1
P1. Phase are related to consumer decision making journey
An organization conduct consumer insight research in which managers communicate
with customers which helps to improve the effectiveness of company. Consumer behaviour is
related with process and procedure which is used by person through purchasing anything.
Consumer does not buys products directly as they research the market gather information and
collect the information for particular products which helps to make right buying decision.
Understanding the consumer behaviour is important as it satisfy demand and wants of people and
maximize organizational profitability (Carlucci and et. al., 2015). Jaguar is multinational
company that manufacture cars which attracts customers. It also manufacture sports car with
better quality and density that provide satisfaction to customers.
Jaguar decides to launch Jaguar XE that is different sport car by targetting sports playing
people and adult age. Such organization can capture high market share and satisfaction if gets
maximum supports from its targeted customers. Customers get attracts towards product if
quality, price and features are according to customers. The are different element or steps which is
used to make consumer buying decision:

Problem recognition: The buying behaviour of customers is highly depend on
identification of needs and wants of people. Without knowing needs of people an organization
should not manufacture products that only increases cost of organization. A customer get
successful if it introduced products is according to customer demand. Such as Jaguar has realized
that some people wants new sports car with new features and reasonable prices (Consumer
buying decision process. 2019.).
Information search: Various efforts should be done by customer in order to search
information about new product which is going to launch by organization. This is next step,
perform by customer for collecting information by visiting different websites about similar
product and make comparison with new product's price, quality and features. Such as customers
visited Jaguar websites and social media for the purpose of collecting information about Jaguar
XE and comparing with similar products that helps to make right decisions (Dolan and et. al.,
2012).
Evaluation of alternatives: Evaluation of all alternatives should be done by consumers
that helps to make decision about buying new products. As there are many alternatives are
available in market so customer evaluates all alternatives carefully in case of not buying new
products. Such as the price, and quality of Jaguar XE is high than other sports cars which helps
to make easy decision.
Selection and trial: This is next step of consumer decision making journey in which
customers selects products on the basis of specification and trial basis. Such as some targeted
customers get trial of Jaguar XE and select products by using this. This is the best way to select
the new product which can provide satisfaction to customers after knowing quality, attractive
features,price level and suitability of product (Fastoso and et. al., 2012).
Purchase decision: The decision about purchasing new product is made by customers in
this step that satisfy the customers. It consider two factors like negative feedback from other
customers and level of motivation that attracts customers to make buying decisions. Such as
customer make decision to buy Jaguar XE on the basis of knowing good feedback from previous
consumers.
Post purchase: This element greatly affects the decision process that gives good
feedback to company. This process is helpful for organization as it can capture more market
share by increasing number of buyers. Customers get some other facilities after purchasing

products that provide satisfaction and supports new products. Moreover, customers analysis the
experience after purchasing Jaguar XE and fills feedback form that helps managers to make
changes if is needed (Farr‐Wharton, Foth and Choi, 2014).
Therefore, all the steps are used by customers for making buying decisions and use
products optimally. The main aim of customers is to get different products on the basis of
quality, features and prices that can satisfied to customers efficiently (Holmes, Byrne and
Rowley, 2014).
P2. Importance for marketers for mapping path
Path mapping is a journey which is performed by consumers at the time of purchasing
products and services. The main aim of customers is to buy products with better quality and
prices level which attracts customers and maintain profitability. Purchase path have involving
series of channel that begins with research and ends at the final purchase stage. It is important for
marketers to map the path by focusing on needs and wants of people, interest of people and
perspective of sales process in order to attracts customers towards particular product. Map is a
way of knowing needs of customers that helps to design products accordingly and increases
profits. For instance, customers formulates a map when they wants to buy products either it is a
grocery, retailing product and new model of cars. In context to Jaguar, marketers carefully
understand the distinct needs of customers and analysis the market which helps to collect
information about new products (Gao and Bai, 2014). It consider different factors which can
influence customer decisions that are as explained:
Marketing mix factor: Marketing mix is the combination of various elements which
helps to make right decision about products and services. Factors such as product, price, place,
promotion, physical evidence, process and people. All the factors are analyses by marketers in
order to attracts customers and encourages them for buying products. Such as the marketer of
Jaguar has decided to launch new product that is Jaguar XE at the high prices in UK by
comparing with other auto mobile company. By evaluating all marketing mix factors manager
has decided to introduce products and attracts customers for buying products effectively. Manger
provides more information about products and uses different promotional activity which helps
customers to make buying decisions (Hoban and Bucklin, 2015).
Technological factors: Organization should have skilled people and new technology that
can be used to introduce from new product. Technological factor is an influencing factor which

influences customers towards new technology and updated products. As technology is changing
continuously which needed to adopted by organization in order to face the challenges. For
instance, Jaguar has skilled people who helps to adopt new technology in order to manufacture
Jaguar XE sports cars. This car have different features such as discreet new rear spoiler,
delivering a covert design that belies the 600 PS vehicle. Such as has race track honed
performance capabilities. It helps to maintain the productivity and profitability within
organization. There are different technologies such as online transaction, tailing, raising of C2C
purchasing and e-commerce trading connects people with organization. With the help of such
technology, marketer of Jaguar influences customers in wider range and fulfil customer
expectations. It helps to provide information through various sources like mail, websites, you
tube etc. that influences customers and make decisions.
The benefits of mapping a path while purchasing a product is defined as:
 It helps customers to get new experience from new products and services which
creates high level of satisfaction.
 It is beneficial for customers and marketers to define the touchpoints towards
product by analysing needs.
 With the help of path mapping, people gets proper guidance to purchase right
product which serves needs of people.
Therefore, it is important for marketer to map the path correctly and get information
about customer needs which helps to launch new products accordingly. Customers get influenced
towards new technology which is adopted by Jaguar in order to introduce jaguar XE.
TASK 2
P3. Key differences of decision making for B2C and B2B
Decision making process refers choices of customers by identifying needs, gathering
information, evaluating alternatives and selecting the product for the purpose of buying products.
All activities runs by customers by comparing with other organization and selecting best
solution. In business environment there are two type of buying process that are B2B and B2C
that are as explained:
B2B buying process: This means to make buying decisions for commercial purpose. As
sales needs a rational analysis, longer consideration time and ongoing assistance by seller by

involving many area of enterprise. In order words, decisions for buying a product is taken by
business for the purpose of enhancing productivity. It does not need to use mass media, personal
contact between two salesperson that helps keep contact.
B2C buying process: This decision process refers sales is normally less rational and
based on impulse which helps customers to make decisions towards product. Sale includes large
and geographical disperse by using mass media and social media communications. For instance,
Jaguar provides product directly to customers by analysing their needs and wants that also helps
to maintain the relationship among customers and business.
Jaguar is British multinational car manufacturer company that produce different design of
cars and attracts customer to make buying decisions. Jaguar is using both B2B and B2C buying
decision such as:
In context to B2B, the sales person of Jaguar sales its products to other business concern
in order to selling that help to increase sale. This sale creates relationship with other business
organization. In this process, the manager of respective company does not communicates with
customers.
In context to B2C, this is effective process to make buying decision by purchasing
products direct from manufacturer. Jaguar's manager conduct research and manufacture Jaguar
XE. In this process, customer buys product directly from company which helps to maintain the
relations among them.
P4. Various Approaches of market research with methods of research that are used for
understanding decision making procedures for both B2C and B2B
To collect the information systematically about market and interest of people market
research is used by business organization. Market research is said to collecting information
systematically after analysing needs of people. It is conducted by marketers in order to get
information and make profits. It involves B2B market research and B2C market research which
helps to improve sale of business. Market research in context to B2B and B2C is explained as:
B2B market research: This market research involves, collection of information and data
with the help of different methods and approaches. In this research, manager does not analysis
the market and does not meet with customers before manufacturing any products. Different
method such as sample representation, observation and sample survey is used in B2B research.
This research is also conduct by Jaguar by using different methods (Jafari, 2012).

For instance, Jaguar can opt qualitative interview approach that helps to collect
information about needs of people. The manager of such company also collect information by
using sample survey and observation. In observation, manager compare with other organization
and make decisions accordingly. This research helps Jaguar to attain data and manufacture new
products. Such research helps in reducing the threat that can hinder organizational success so, it
is influencing research which helps to collect information and increase sale.
B2C market research: This market research involves collection and representation of
data by analysing customer needs and wants. Different method are used in B2C research such as
primary data, interviews, sampling and feedback form that helps to collect information about
customers needs and wants. In this research, Jaguar collect information by communicating with
customers, and giving trial that attracts customers (Javor and et. al., 2013).
For instance, Jaguar can opt quantitative approach that helps to collect information from
customers. Manager collect information by opting observing people and face to face interview
that is consider as primary method. Jaguar uses tele depth, online polls in order to conduct B2C
market research. Skill set required for B2C market research that is communication and data
handling which attracts customers as well as marketers to manufacture products and satisfy
customers. Therefore, this research helped Jaguar to launch Jaguar XE by setting skill set and
using face to face and tele depth interview method (Pitta, Young and Hinesly, 2012 ).
TASK 3
P5. Marketers influences stages of decision making process for B2C and B2B
Consumer learning is related with learning process which helps to gain knowledge about
product and services. The decision making process is mainly influenced by several factors such
as changing market trend, customer taste and preference, price level and quality of products. It is
important for organization to understand customer's culture, sub- culture and behaviours which
helps to introduce from products accordingly. Marketer influences decision making process for
B2B and B2C by using learning theories:
Cognitive learning theory: This theory relates to the internal and external activity which
helps to gain knowledge by involving complex mental procedure. It mainly emphasis on
acknowledging the purchasing decision of customers. Marketer of Jaguar make decision in
context to B2B such as they communicates with other business by focusing on heuristic and

economical factors. It helps to maintain the information correctly and introduce products
accordingly. In context to, B2C, marketers of Jaguar directly communicates with customers in
order to know the needs of them and uses technological factors for making buying decisions
(Sasmita and Mohd Suki, 2015).
Behavioural learning theory: In this theory decisions are made on the basis of
behaviour of person and response tendencies resulting of experiences. This theory states that
customers make decision for purchasing similar products (Suki, 2013). Marketer of Jaguar
collects information in context to B2B such as they analysis the market and get information
about products from other businesses and produce products. In context to B2C, marketer of
Jaguar visit the market and gather information about interest of people about cars. By performing
this activity manager decides to produce new products that helps to make correct buying
consumer decisions. The marketer of Jaguar also get information about culture, sub culture and
behaviour by using cultural and technological factors (Xiang, Magnini and Fesenmaier, 2015).
Therefore, it has been concluded that marketer can gain knowledge through l;earning
theories which helps to develop the skills and decisions can make accordingly. Jaguar should use
both learning learning for making decisions in context to B2B and B2C which also helps to
accept the changes in human behaviour. With the help of this theory they can motivate customers
and increase sales (Yoonand et. al., 2012).
CONCLUSION
From the above report it can be concluded that customers are the integral part of any
organization which increases sales of business organization. Currently, consumer behaviour is
changing rapidly that need to use new technology i9n order to develop new products. Consumer
make decision on the basis identifying needs, research, evaluating alternatives and purchasing
products effectively. Path mapping helps to chose the way to attract customers by introducing
new products which is important for marketers. B2B is related with commercial sale where as
B2C is related with product sales to customers by using different activities. Marketing mix and
technological factors are used by organization to make the buying decisions by comparing with
other organization.

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Online

Consumer buying decision process. 2019. [Online]. Available through:
<https://www.b2bmarketing.net/en/resources/blog/5-steps-understanding-your-customers-
buying-process>
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