Consumer Behaviour and Insight

Consumer Behaviour and Insight
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAINBODY....................................................................................................................................3
P1 Stages of the consumer decision making journey.............................................................3
P2 Illustrate why it is important for marketers to map a path to purchase and understand
consumer decision making.....................................................................................................4
P3 Comparison of B2B and B2C in decision making process with specific example..........6
P4 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts. .......................7
P5 Evaluate how marketers can influence the different stages of the decision-making process
of B2C and B2B, giving specific examples............................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Customer behaviour is the most important task for marketing offers now a days in the
organisation. Understanding their behaviours, needs and wants are the difficult task for the
companies. Customer insight is the process of analysing a market research and also it acts like a
bridge between marketing and research department of the organisation. Consumer behaviour is
the model which is provide the way to get the success in the company and achieve all the desired
objective which they want (Divakaran, 2018). Cafepod Ltd company, is the coffee company
situated in London. It was established in 2011. And this company is founded by Peter Grainer
and Brent Hadfiled. Now it is available in all major supermarkets of London. This report covers
stages of customer decision making journey and why this is important for marketers to map a
path. Also it covers comparison of decision making process in context with B2B and B2C,
different methods and approaches to market research and in last how the marketers influence the
different stages of decision making process of B2B and B2C in the market.
MAINBODY
P1 Stages of the consumer decision making journey.
Cafepod Ltd, company is the London based small and medium scale coffee company. It
serves quality coffee for its customers to enjoy at their home. The company is inspired by the
London coffee and that is why it got passion, creativity in its product. The entrepreneurs of this
company want to bring happiness in people's live and make them stressful. This coffee helps the
people thrive in hustle and daily feeling fresh. Cafepod company is a B2C ( business to
customer) business.
A person who purchase any product or services goes through five stages in deciding a
product from which company. These stages are Need, Information search or gathering,
Evaluation of alternatives, Purchase of product and then last Post purchase evaluation. The first
stage which a customer goes through is Need- it is the most important factor which is customer
goes through. This comes when customer is in stress so he wants to drink coffee to make feel
relax (Dolatabadi and Keynia, 2017). He feels like something missing. So he search for the cafes
to make him feel relax. For example- if a person is doing his work and there he is get frustrate of
doing that, then he search for the coffee. Then next step is the searching for the information or
gathering the information. If a person is in need of something then he each for the product or
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services as how could he acquire that product. For that customer search from various sources that
is personal sources, which is discussion with the their family members and friends. Then another
sources is commercial source- that is person search through advertisements and sales person.
Third source is public sources- that is person search through newspapers, magazines and radio
advertisements. Then fourth source is experimental sources- that is person's own experience that
where he has tasted that product previously. Cafepod helps the person in searching for a product
soon because it comes on the first position on internet search. Also it creates advertisements for
its company. The third stage of customer purchasing decision is evaluation of alternatives. As
there are various alternatives of the Cafepod company, so it needs to attract its customer by
making efficient marketing strategies. Customer finds different alternatives or options of the
company and choose the best option which can give him quality of product within his targeted
budget (e Silva, Duarte and Almeida, 2020). He choose the product that is suitable for him in
price, taste and his need. The fourth stage is purchase of the product- this is the stage where
customer has done all his research and decide to purchase that product. In this stage all the above
stages are taken into consideration. In this customer finally purchase coffee from Cafepod
company. For this company needs to greet its customer and serves him better. Then last stage is
the post purchase evaluation. It means that customer analysis that whether the product or services
is useful for him or not, whether the product has satisfy then needs or wants of the customer
within his given budget.
These are the five stages of customer decision making process which helps the people in
deciding what product they want to choose from which firm within their budgeted prices and
their taste. For that company needs to make decision accordingly and also make its marketing
strategies effectively which can give benefits to the customers. This involves discount offers on
occasions, level of quality, variety of flavours etc. this creates an opportunity for the company in
attracting its customers and increasing the customer satisfaction. Also this helps the company in
increasing its profitability and customer loyalty.
P2 Illustrate why it is important for marketers to map a path to purchase and understand
consumer decision making.
Customers are the main centres of every business. While making profit of the business, it
is very important to know customers need and wants(Jain and Viswanathan, 2015). Company
always works on the preferences of the customers to increase their sales and profitability. It is
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