Consumer Behaviour and Insight

CONSMUER BEHAVIOUR AND INSIGHT
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Table of Contents
MAIN BODY...................................................................................................................................3
TASK1.............................................................................................................................................3
P1 Explain steps used in customer journey for taking decision regarding goods/service......3
P2) Discuss importance for marketers to mapping path in reference of enhancing
understanding in respect of consumer decision making.........................................................5
TASK 2............................................................................................................................................6
P3 Compare differences of procedure decision-making in context of B2C and B2B, by
providing examples................................................................................................................6
P4 Examine various methods to market research adopted for increasing understanding
regarding process of decision making within both B2C as well as B2B................................8
TASK 3..........................................................................................................................................10
P5 Discuss how marketers can impose direct effect on stages of decision making process of
B2C & B2B..........................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Books & Journal:..................................................................................................................13
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INTRODUCTION
The consumer behaviour signifies different characteristics of individual person at
marketplace & focuses on willingness to purchase product and services. The existing atmosphere
is determined as a dynamic that frequently assess preferences & taste of user in the market. Thus,
it is determined as a challenge for company to regularly modify goods and services according to
need of customer and market trend. In this report, the organisation is taken named as TESCO. It
is a determined as a large organisation that provides different kind of products & services to its
customer in order to satisfy them. In this assignment, there is also discussion regarding various
factors like cultural, social and psychological elements that impose direct effect on buying
behaviour & attitude of customer within an organisation. This assignment provides explanation
regarding digital technology which imposes direct effect on decision making of consumer and its
behaviour (Aksoy and Ozbuk, 2017).
MAIN BODY
TASK1
P1 Explain steps used in customer journey for taking decision regarding goods/service.
The retail sector is determined as a customer centric who focuses on assessing need and
want of customer those results in growth and improvement. The journey of decision taken by
user is considered as a procedure of how user completes its buying journey at marketplace. There
are different kind of activities and function which is executed by management team that is
connected to functions and influence user. The decision taken by user is significant within an
organisation at it is determined as a useful to assess need and its requirement. There are different
types of approach that is adopted by company for satisfying its requirement. In assistance of this,
there are various levels which are used for process of decision making by customers that is given
below:
Need recognition is determined as a primary level by which organisation focuses on
analysing need of user. In reference of retail sector, the company emphasised on targeting
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customer or assessing need in market and grab opportunity or chances during particular phase of
time period.
Information search is determined as other level through which organisation has
information related to requirement of customer. The user adopts various types of sources in order
to assess information that is connected to goods and services which is consumed by customer. In
reference of chosen company, they emphasize on using different functions such as
advertisement, marketing campaign that is useful in attracting large number of user and offering
them goods according to its requirement.
Evaluation of alternative the customer emphasizes on adopting facility as per their need
and they have choice to choose among different alternative during particular phase of time
period. Thus, the chosen company emphasize on offering affordable facility in addition with
superior quality of product to its user that assists in taking appropriate decisions connected to
goods that is provided by organisation (Kalpana and Sowmiya, 2016).
Purchase decision is determined as level in which process of decision making is
performed by user. And, the company emphasized on taking effective decision for buying
products and services that help in satisfying and fulfilling need. In reference of selected
company, the company offers unique products and services to its user that is determined as
superior method to attract ample of user within retail sector.
Post-purchase evaluation is determined as level in which customer related to post
purchase is assessed in reference of retail sector. Therefore, the user focuses on assessing need
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