Customer Behaviour and Insight

Customer behaviour
and insight

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
P1 Stages of consumer decision-making journey........................................................................3
P2 Important of map path to purchase and understand consumer decision-making for
marketers......................................................................................................................................5
TASK2.............................................................................................................................................6
P3 Differences of the decision-making process of B2C and B2B...............................................6
P4 Market research and methods of research used in understanding the decision-making
process.........................................................................................................................................7
TASK3.............................................................................................................................................8
P5 How marketers can influence the different stages of the decision-making process...............8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer behaviour is defined as the study of individual, group, organisation and various
activities that are related to the purchasing, use and disposal of products and service. Customer
behaviour depends upon customer emotions their preferences and attitudes that impacts on the
buying behaviour efficiently. the study of customer behaviour consists investigation of various
information related to the customer such as demographics, lifestyle, behavioural variables and
their requirements as well as consumption pattern (Bothma, and Kühn, 2018). In this report the
chosen organisation is Sainsbury which is incorporated in 1869 by John James Sainsbury. The
headquarter of organisation is situated in the London, England, United Kingdom and it is the
second largest supermarket chain in the UK. In this report customer decision-making journey and
different approaches of market research is discussed. Apart from that B2B and B2C decision-
making process is being covered in this project report.
TASK
P1 Stages of consumer decision-making journey
Customer decision-making journey: Customer decision-making journey is defined as the process
that evaluates the decision-making process of customers in their purchasing journey. It is
described as the model that determines the buying behaviour of customers and who they take
purchase decisions. Basically, it is the non-linear process in which actions of customers are
overlap as well as repeated continuously until the final purchasing decision is taken. It highlights
the importance of making technique such as word to mouth that includes various factors like
customer loyalty as well as post purchase experiences of customers (Bruhn, and Schnebelen,
2017). Sainsbury evaluates whole customer decision-making journey in order to identify the
interest and their preferences in order to attract them towards the organisational products and
services and gain high customer base. There are various steps that facilitates customers to take
effective purchasing decision are discussed below:
Recognition of problems: In the first step of customer decision-making process, customers
recognise their needs and demands for specific product and service. Proper recognition of needs
help to satisfy customers. Once the needs are recognised in proper manner than the relative
information is being collected in order to understand that how these needs and wants are fulfilled

in effective manner. There are various internal as well as external factors plays important role in
recognising needs properly. Internal stimulus includes basic impulses such as changing in
lifestyle on the other hand, external stimulus focuses on sales and marketing. Sainsbury conduct
effective brand campaigns to enhance brand awareness among potential customers and
customers.
Search for information: Customers searching information on the basis of internal as
external factors. In this step all information about respective product and service is being
collected through conducting proper research on google and customers reviews that facilitates to
take effective decision of customers. It provides the whole information about customer about
what they want and prefer (Centobelli, and Ndou, 2019). Sainsbury creates the proper customer
funnel and plan in order to understand the potential customer behaviour and gather information
about them from various trustworthy sources.
Alternative evaluation: As there are number of products and services are available in the
market. In this phase customers creates the criteria about what they want in respective product
and service. Customers evaluates all alternative and give weightage to their choice as compared
to other alternatives. Organisations provides their products at low prices, adding extra features
and available them in market in order to satisfy customers in effective manner. Sainsbury makes
various effective modifications in their products or services in order to attract potential
customers.
Buying decision-making: After gathering all information about customers and give
preference to most suitable product, customers take the purchasing decision of particular product
and service that satisfy their needs and services. Sainsbury conduct various advertisement,
promotional activities and provide quality products so, customers give preference to their
product than other competitors as well as take effective purchasing decision.
Post-purchase decision: In the post-purchase decision both customer as well as seller
reflection is included that evaluates that customer are satisfied with product and engage with
respective organisation continuously (Hedley, Richards, and Palombo, 2019). Sainsbury ensures
that customers have positive experience with organisational products and services. This phase
includes follow-up emails and checking online reviews of customers.
Consume decision making is the fundamental thing that works with clients to purchase
explicit items from specific brand that satisfy all necessities and requests adequately. Purchasing