Consumer Behaviour and Insights

CONSUMER BEHAVIOUR
AND INSIGHTS

TABLE OF CONTENTS
MAIN BODY..................................................................................................................................3
P1. Stages of consumer decision making journey.......................................................................3
P2. Importance to map a path to purchase and understand consumer decision-making for
marketers......................................................................................................................................4
P3. The key differences of the decision-making process in the context of B2C and B2B..........6
P4. Different approaches to market research and methods of research used for understanding
the decision-making process in both B2C and B2B contexts......................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Consumer behaviour refers to the process of finding the best behaviours of the consumer
and understanding all the consumer behaviours and how they can change their preferences and
taste according to the market trends. The church factory shop is the manufacturer of different
types of footwear and they work in the show industries. The report will explain the purchase
categories and the decision-making processes and also explain the stages of consumer decision-
making journey for the product and services. The report will further explain the key differences
of decision-making of business to customer and business to business. And also explain how
marketers influence the different stages of decision-making process in customer and business
point of view.
MAIN BODY
P1. Stages of consumer decision making journey
Consumer when taking decision to buy something that fit them best at best price goes
through certain stages. In this case the consumer when buying shoes undertakes various
decisions while buying them and follows a sequence of steps which are:
The first stage that the consumer goes through is problem identification or need
recognition. In this stage the consumer feels something missing and requires to fulfil that need
to become normal. The consumer feel a need for buying the shoes the reason can be many
therefore it is the best time for Church’s factory shop to release advertisement of shoes. This
stage is the most important one as to purchase anything there should a need for that product. The
need can be generated internally or through some external stimuli. The company in this stage can
help the consumer to recognise their problem and they can do it through advertisements and
promotion through online platforms and billboards or other channels (Schamp, Heitmann. and
Katzenstein, 2019). The company can develop products and make them feel missing something
and this will stimulate a need in the consumers.
The second stage is searching for the information once the consumer recognises the need
for the shoes the next thing they do is to gather information from various sources. It is the pre-
purchase phase. The consumer can search information from online or offline sources and in this
stage the company can take advantage of these platforms and build brand awareness and increase
their visibility (Dasgupta. and Grover, 2019). The company can also optimize their website and
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make it attractive so that consumer visiting the website ends up purchasing something. The
company should present themselves as a brand which is trustworthy and fulfils their need and the
consumer do not regret purchasing from them. The consumers’ searches information based on
certain recommendations and suggestion from their family and friends too. Therefore it is
necessary for the company to create a good brand image in the minds of people.
The third stage is evaluation of alternatives by the consumers. After making their minds
to purchase which shoes now they compare various alternatives which they have in front of
them. It may be based on price, quality, pattern, colour or other factors. The consumer at this
stage takes a lot of time and comparing each alternatives just to make sure that they made a
perfect decision. In this stage the consumer checks the previews about the product which others
bought and what they feel after purchasing. Attention of the buyer is not enough, it’s important
for Church’s shoe factory to stay their target of focus. If the competition is intense then the
company at this stage should keep their prices low or make their product differentiate with that
of competitor.
The fourth stage is the selection stage or the purchasing stage in which the consumer
takes the final decision to purchase the product and have gained all the information, facts and
feedback (Lynch. and Barnes, 2020). The consumer arrives at the conclusion and recognises the
selected product as the right choice. It is also a great moment for the company as this was their
target to concert the visitor into the purchaser.
The last stage is post purchase evaluation stage in this stage the consumer tests or
examines the product he or she purchased. They analyse whether the product satisfy their need
and is useful. If the shoes purchased by the consumer exceed their needs then they will do mouth
publicity of the brand and will also influence other potential consumers which will boosts the
profitability of Church’s shoe factory.
P2. Importance to map a path to purchase and understand consumer decision-making for
marketers
Path to customer purchasing journey is the series of steps or interactions of the customers
with the brand. The mapping of this customer purchasing journey provides various benefits to
the company and also helps in building long term relationship with the brand. Church’s shoe
factory put themselves in the shoes of customers and they try to understand their mind-set during
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