Consumer Behaviour and Insight

This report discusses the stages of consumer decision making journey, the importance of mapping a path for purchase, and the differences between B2B and B2C decision making process. It also examines different approaches to market research for understanding decision making in B2B and B2C. The report focuses on Verdant Leisure, a medium enterprise in the holiday park industry operating in North of England and Scotland.

Consumer Behaviour and
insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1. Describe and analyse stages of consumer decision making journey for service/product. ...1
P2. Describe why it is important for marketers to map a path for purchase and also understand
decision making of consumer.....................................................................................................4
TASK2.............................................................................................................................................5
P3. Compare and contrast main key differences of decision making process in terms of B2B
and B2C.......................................................................................................................................5
P4. Examine different approaches to market research and methods of research which helps in
understanding decision-making process in terms of B2B & B2C..............................................6
TASK3.............................................................................................................................................8
P5. Analyse how marketers influence distinct stages of decision-making process of B2B &
B2C. ...........................................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer behaviour is define as study of individuals, organisation or groups and all
programmes & activities which are basically associated with use, purchase and disposal of
services and goods. It also defines preferences, attitudes and emotions of consumer which affects
behaviour of consumer (Hoyer and et. al., 2020). Consumer insight is define as, interpretation of
trends which are available in human behaviour that have aim for enhancing effectiveness of
service or product for consumer and also there is increase in sales which helps financial benefit
of provisioning service or product.
In this report, Verdant Leisure is choose. This is a medium enterprise which majorly
work as holiday park company which is operating in North of England and Scotland. This
organisation is launched in 2010, this have low customer service complaint.
This report covers different stages of consumer decision-making journey for service and
also importance of map for marketers which helps in purchase and decision making of consumer
behaviour. This report also covers difference and contrast decision-making making process in
terms of B2B & B2C and also there are various methods and approaches of research which helps
in decision-making process on basis of B2B & B2C. In addition, this report also covers as in
what manner marketers influence various stages of decision making process.
TASK1
P1. Describe and analyse stages of consumer decision making journey for service/product.
Consumer journey map is define as a visual map which helps marketers for outline
experience of buyers which helps in maintaining long term relationship. There are many stages
which involves in consumer decision-making journey which helps company to easily analyse
knowledge of consumer by considering accurate decisions and also understanding their
judgements, feelings, attitudes in regard to services or products and also enterprise. So by this
there is influencing of decision of buying habit of consumer that can be easy for Verdant Leisure.
The stages of journey map are discussed below: Need Recognition: This stage is consider as very important stage in consumer decision
making process. By this step, as it states no purchase can be consider unless consumers
have not recognise their wants and needs to buy a product or services (Szmigin and
Piacentini, 2018). Their need may be triggered by internal or external stimuli, this helps
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consumer for identify as they have to think about services or products that are not
already available for them. The key in this stage as marketers have to make customer
recognise as they have to solved the issues which are faced by consumers. In terms of
Verdant Leisure, they provide accommodation facility which built brand awareness in
this stage in mind of consumer which helps in making purchase and retaining with
company. Gathering of information: This is second stage of decision-making is gathering of
information. As consumer are recognising their needs or problem, this stage is start. The
consumer have to acknowledged issue and they also wants suitable solutions. There are
various information gathering techniques which helps consumers for find out the
solutions to problems such as Magazine adverts, Billboards, Newspaper articles, TV and
radio ads, websites and so on. In terms of respective organisation, consumers have direct
connections with company which helps in research of services and products they are
delivering which helps in taking purchase decision (Nguyen, de Leeuw and Dullaert,
2018). Evaluation of alternatives: This is another important step in which buyers are analyse
all products and brands in terms of specifications which basically serves best benefits in
accordance to their needs & requirements. In this manager of Verdant Leisure, do their
advertisement in effective manner as comparing other hospitality industry and also offers
their services which are easily choose best one. This helps enterprise for formulating
choice of customers towards them. Assessing evidence: As consumers evaluate all decisions, the next step is to assessing
the evidence which have been gathered. It defines as buyers mainly look at data or
information about the services and products which have major desire from all potential
suppliers or offers and also determine which one is right for them. In term of B2B buyer
they have to choose a product or services which have costs of little which are more than
rivalries as which they are offering better customer service, better values. In terms of
respective business, customers have to assess all the evidence which helps in gathering
information with help of gathering process (Mothersbaugh, Hawkin and Kleiser, 2019).
In today's scenario, there is found easily and quickly online services. So by this there are
proper accommodation facility for their guest. So, business are working in hard terms for
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engage customers which helps customers for preventing negative reviews about
organisation. Selecting Option: It define as that stage where the decisions of consumer is for buying at
selecting options. This aspect is considered as important factor in terms of consumer
point of view as they have various approaches for buying services and goods which
helps in fulfilment the requirement of their customers. In terms of respective business,
managers are assure that end users have to buy services which enjoy high and all their
needs and requirements which are fulfilled as best (Mou and Shin, 2018). In today's
scenario the process of making the decisions which are in terms of making decision
about selecting option which have to be in account of quality and value of services which
is being offered as well as trustworthiness of their supplier. Implementation of decision: In this stage, marketers and retailers which have been
waiting for that moment as when all customers which finally purchases of services or
product. At every stage which led up for conversion which has been completion. In
implementing the decision which is becoming complicated which is involved in people
as there are different hierarchy of levels. In terms of Verdant Leisure, this stage is
considered as potential for fail in terms of sale. As in this there are various hierarchy and
candidates are includes in decision making of purchase this may creates confusion and
delays.
 Review of decision and evaluation: This is last stage of consumer decision making
process in which consumers have to think and acts as after buying some products or
services. This basically reflects as whether they are happy or not or comfortable. In
terms of respective business, they have identify and review the decision and evaluate as
purchasing criteria of customers as they are comfortable or not, if not so they have to
modify their services in terms of future as by this business can successfully attain profits
and also attracting customer base for long period of time (Young and et. al., 2018). In
this marketer have to follow all the criteria of sale which helps in making a positive
impression and evaluation of data which helps in improving decision of purchasing and
marketing decision.
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P2. Describe why it is important for marketers to map a path for purchase and also understand
decision making of consumer.
It is very important for hospitality sector for effectively reaching their buyers and
influencing them for buying the decisions. Customer decision-making journey path helps
marketers to provide information about customer needs and wants so that it refers easy for
Verdant Leisure for understand them and also get high returns in long term basis. There are
various important points of making map a path for Verdant Leisure which are discussed below: Easy for understand consumer buying decisions: With help of developing customer
journey map, this helps marketers of Verdant Leisure for easily identify channels and
touchpoints which helps consumers as they are get product and services without faces
any problems. This important factor helps in gaining high base of customers which may
leads for gaining more profits by organisation (De Mooij, 2019). Get valuable insights: This is consider as best factor which helps marketers of
respective organisation after built of path or map of buying decisions. This helps
Verdant Leisure for easily understanding the experience of customers and motivate them
for buy services which helps end users for reach at last stage of journey stage. Competitiveness of hospitality industry: In current stage of competition as it is increase
in terms of hospitality industry this becomes major challenge for organisation to attain or
attracts customers and also retain them for long time period. In terms of respective
company, as it is mandatory for marketers for research needs of consumers and what
exactly they wants. So for this consumer buying decision stages helps marketer for easily
understanding needs & desires which fulfils all desires which helps in retaining them for
long time period.
 Influence and predict consumer behaviour: By making customer journey map, this
helps Verdant Leisure for easily predicting behaviour of consumers so that there is
effectively influence end users for purchase which helps organisation to get higher profits
and also beat competitors at market segment (Papista and et. al., 2018)
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TASK2
P3. Compare and contrast main key differences of decision making process in terms of B2B and
B2C.
B2B is represents as business-to-business which reflects transactions which are in
commercial manner of selling and purchasing of businessman which are performed between tow
business organisation. As on another hand Business to Consumer is different factor in which
services and goods are selling by firms and purchase by consumers. In terms of Verdant Leisure
these are differentiate below:
Basis B2B B2C
Customer In terms of B2B customers are
considered as another
company. For instance-
Verdant Leisure is directly
deals with other hotels for
expansion of their firm.
In this customers are termed as
end users. As in terms of
respective company, they deals
with end user which helps in
seek out the services for
entertainment and personal
use.
Create of brand value In B2B, they make mutual
relationship and trust which
aim of creating brand value. In
this Verdant Leisure have
contact with other group of
hotels by building
understanding and trust which
helps in gaining higher profits
for organisation.
In B2C, Verdant leisure create
value for their brand by using
social media advertising and
promotional tools which helps
in attracting large customer
base in terms of business (Lutz
and Newlands, 2018).
Focus criteria This medium mainly have
focus on building relationship.
In terms of respective business
they build relation with other
business for expanding and
B2C focus on sell their product
to their customer. In terms of
Verdant Leisure, they offer
their services to end users
which helps them for retain
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exploring their organisation
criteria.
and enjoy services of company
for long time period.
Decision-making In this basis, approval of factor
is come from various type of
stakeholders. In terms of
respective business as they
have deal with various other
group of hotels as when there
is decision making process is
going on they have to include
other shareholders (Otto,
Szymanski and Varadarajan,
2020).
In this term, there is approval
is come from self. As
respective organisation have to
take decisions for their own for
entertain and satisfy end users.
User type In this, responder is consider
as profession which means
Verdant Leisure are build their
users to other business unit.
In B2C, responder is consider
as end user as which means
respective organisation
provide their services to their
customers who are basically
end users.
P4. Examine different approaches to market research and methods of research which helps in
understanding decision-making process in terms of B2B & B2C.
To analyse the decision making in customer marketers of the hospitality sector, which can use
the different approaches to research about the market place, which can bear and attracts the
consumer towards their company. In addition of verdant leisure park which is known as
accommodation provider marketers which include the several approaches for analysing and
researching the decision power of artistic house which is given below related to B2B ( business-
to-business ) and B2C ( business to customer).
Approaches about market research
 Qualitative research: This research is known for conversational communication and
open ended with in the market to the consumer or customers so in which company can
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acquire the qualitative information regarding the consumer behaviour and looking
forward to build perception for purchasing (Kimmel, 2018). In this verdant leisure parks
which provides the destination, services. It grabs the depth interviews, case study,
surveys, questions, which can be adopted both B2B and B2C in addition of.
 Quantitative research: In this organisation it can put up the questions from the
particular audience in ethical manner which gives the best outcome gained by enterprise
organisation. It helps in increasing the satisfaction level of the customers and consumers.
In this organisation collect the data and information through hypothetical information for
additive the analysation. In relation of verdant leisure parks, organisation use the
methods like observation, collection and analyse the data investigations data.
Method to market research
 Observation: It is very important and most powerful method to analyse the market
place and understand the purchasing behaviour of the customer in the hospitality sector.
In this intercontinental groups of hotels. Higher authority can takes the notes by
analysing the consumer necessity and observe them with the usage of products which are
correspondent to the competitors (Heinonen, 2018). This method helps in excellent
research in the marketplace and grab the huge base of consumer for long duration of
time.
 Survey: In today's scenario survey plays very important role in hospitality industry
which gives the right data or information about the customer perception and their
requirements. In the relation of verdant leisure parks, higher authority can adopt this
method to analyse there target market in which the need of individual which can easily
observed and organisation provides the services according to it.
 Tel depth interviews: It shows the telephonic interview that a enterprise can take from
their consumers that are geographically expand. It is the excellent method because it
saves the cost of the concerned organisation. In this higher authority can make
telephonic interviews to their extant the consumers. In this need and demand easily
observed and analysed and fulfilled through the organisation (Sutherland, 2020).
All these approaches gives the advantage to the organisation, if they looking forward to
implement on it. After completing the implementation it able to generate more revenue along
with the profit.
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TASK3
P5. Analyse how marketers influence distinct stages of decision-making process of B2B & B2C.
It is to be evaluated that the marketers of verdant leisure parks which can grab the
different characteristic so they are able to influence the customers on several stages to take the
decision of purchasing the products and their services and avail the organisation profits. There
are some characteristics in the relation of verdant leisure park. Which is given below:
Approaches to consumer learning
Behavioural model: It occur to the dynamic model which reflects what happen and what
will happen in the current scenario. It includes normally few prospect that is data or information
and events. In case of verdant leisure parks, marketers use this approach for convincing the
customer purchasing on the basis of their social class, lifestyle, perception etc. through satisfying
there needs.
Cognitive model: It indicate the perceptual experience and the mindset of the individual
person in various situation that may influence the customer to buy to speech act of the hospitality
sector. In this organisation it focus on grabbing the advertising the plan of action of marketing so
that huge number of customers can connected towards it. This advertising is developed according
to the customer thoughts, views and idea in which they are easily attracted towards it and
convince for purchase the same (Reimann and et. al., 2018).
Role of opinion leader
It occur to the process in which an individual person may convince informally for the
consumption behaviour and functions of another that are mention to the opinion seeker. In the
relation of verdant leisure parks, higher authority can able to influence the consumer buying
behaviour on the different stages by hiring the opinion seeker in the organisation whose opinion
are respectful by the people and the customers. This thing will help increasing the base of the
customer. Opinion leader plays very important role between the marketer and the customer. He
communicates informally about goods and services providing the brands. In this it gives the
news which is related to the product and give the advice to the customers and also elaborates his
personnel experience to others. Opinion leaders are people with skilfulness or influence in
particular area, which is used by business to build with trust and with the customers and enhance
their sales. Opinion leader must have excellent knowledge about products and they are capable to
know how to influence the customer, influencing the customer is not about sell the product it
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about give the right product to the right customer according to customer need. The major role of
Opinion leader is read the mind of the customer which they do analyse what they want and what
they deserve and give the suggestion or advice to the customer. This thing gives the benefit both
of them, they full fill the need of the consumer (Kautish, Paul and Sharma, 2019). Opinion leader
works as a counsellor according to necessity they provide the goods and services. In which
customer are satisfying and feel happier with their product.
CONCLUSION
From above report it has been summarised as there are various stages of consumer
decision making journey which are very helpful for marketers for mapping out purchase and
decision making of for understanding wants and desires of consumers. Furthermore, this report
also define decision of buyers on purchase of services and products in tourism industry. There
are various methods and techniques which are helpful in analyse decision making on various
stages of B2B and B2C with use of questionnaires and survey for interpretation and mapping
which helps in understanding decision with view points of companies of their customers.
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REFERENCES
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Mothersbaugh, D.L., Hawkin, D.I. and Kleiser, S.B., 2019. Consumer behavior: Building
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Sutherland, M., 2020. Advertising and the mind of the consumer: what works, what doesn't and
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