Consumer Behaviour and Insight

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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