Consumer Behaviour and Insight (pdf)

Consumer Behaviour
and Insight

INTRODUCTION
Consumer Behaviour is the imperative component for the business association as it helps
in determining how the individual , groups or the business select, purchase and utilize goods and
services to fulfil l their needs and desires. The theory of consumer behaviour is also termed as
the movement which an individual customer execute in the market. This task has been set up to
see how the potential buyer reacts towards the specific item. In this present report the picked
items is from car industry Ford that is vehicles. This automotive industry is named to be the more
extensive industry that deals in designing, developing and manufacturing of the cars. This task
will concealment the study of the buying conclusion devising of the consumer regarding the
products by conducting proper investigation, and analysation of the post and pre purchase
decision. Aside from this the report additionally covers the ideas of the B2B and B2C business
and the variables which impacts the consumers behaviour. Finally, this report will likewise
render the important stages that are active in the procedure of the conclusion devising.
TASK 1
P1.Justify and examine the phases of the consumer decision making journey for a given
product/service.
User are considered to be the most crucial component for concern which enables the
association to earn higher rate of profit. A consumer always seeks to buy the good and services
which will advantage to full and final satisfaction of the customers wants and needs. Decision
making process of the consumer plays a significant role as this support the customers in
identifying what exactly their of necessity and deprivation are and how these inevitably and
wants cant be satisfied in the best appropriate manner(Gao and Bai, 2014). As this report is based
on the product that is cars so in order to purchase the cars the customers will undergo various
steps of the conclusion devising procedure which are as follows:
Phases of consumer conclusion devising process:
Need recognition : Identification of the need is termed to be the most important step for
the consumer while buying the products as this will enable the customers to determine what
product is needed to satisfy their wants and expectations. Need recognition is the only factor that
drives the consumers to buy the commodity and services. So in state to buy the car the client will
first determine whether there is a a requirement of car to them or not if they feel that the car is

needed than the further step will be taken into consideration to purchase the product(Paul and
Rana, 2012).

Searching and Gathering information : This step is next to the step of Need
recognition where the customers will try to gather all the information which are required before
the buying of the commodity. For purchasing car the customers will seek to collect all the
information which are essential and are associated with the buying of car. This searching and
gathering of information will be done by looking considering both the aspects such as positive
and negative. The information will be collected through social media, reviews of the car users
who have experienced the quality and services of the cars.
Evaluating the alternative : Here the consumer seeks to purchase the car which is of
best quality by evaluating all the options and information which is available to them. In this stage
the consumer will focus on each and every aspects to buy the car such as the prices, designs and
services which are up to the mark of their expectations. The evaluation of the best option is done.
Actual purchase of the product or services : This phase is the endmost phase of the
user conclusion devising procedure where the customer finally decides and make actual purchase
of the product so that their expectation and needs can be satisfied. The decision of the buying of
products that is car is take after considering all the stages such as identification of information,
evaluation of the alternative so that the desire car can be purchased(Lockshin and Corsi, 2012).
Post purchase evaluation: This stage is the phase of the feedback where the customer's
decides that the car which have been purchased by them is up to the mark which they expected or
not if not then the future decision regarding the buying of car from that company is made.
Hence, all these above mention are the series of stages which enables the customers to
buy the product after looking at all the aspects either be it positive or negative so that the desired
quality, design and services from the car of their choice can be experience.
P2.An statement of why it is crucial for marketers to map a path to acquisition and realize user
judgment devising.
Every business operates their operation depending upon the consumers. For this the
marketer is required to map a path through which they can easily identify the consumer
conclusion devising procedure as this will lead their business to a higher position as consumer
are considered as the whole and soul for the business. Is is essential for the market to map a path
by which they can determine how the potential consumers behaves and responds towards the
product in the market. Below mentioned are the consumer decision making journey from the
initial phase to the ending phase:
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Pre-purchase : The phase of pre-purchase is the most vital phase for the consumer as in
this phase enables the clients in determining whether there is any requirement of purchasing the
commodity or not . The decision to the buy the product is made after this decision of pre
purchase only where the consumer collect all the necessary information which are related to the
product.
Purchase : This is the stage where the products is being purchased by the customer after
analyzing all those advantages which are associated with the buying of products. This is the most
important factor for the marketer as in this the marketer can easily determine the ways for
marketing the products so that the mass of customers can get attracted to buy the product(Joy and
Li, 2012).
Receive : In this phase of the user conclusion devising procedure the customers finally
acquire the commodity in order to experience the high quality and service. After receiving the
product of better quality and services the customers will automatically become loyal to the brand
and will leads the company with increased brand image.
Post purchase: This stage enables the customers in deciding that the products which they
have purchased is up their expectation or not if not then the customer will decide whether to buy
this product further in future or not.
All these stages which have been mentioned provides the details that the customer
purchases the product only when the products have undergone these stages so that their need can
be satisfied to the fullest. Marketer is also support through this path which have been created in
several manner such as :
 This will enable the marketer in determining the exact needs and expectation of the
clients so that the commodity can be manufactured consequently an the wants and needs
which is desired by the customers can be satisfied(Erevelles, Fukawa and Swayne, 2016).
 This will also support the marketers to analyze the market and segment it in a small small
group according to the similarity of needs, wants so that the cost can be controlled and
the expectation of the customers can be satisfied.
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 This will also assist the marketers to analyses the market and use of proper tools and
techniques by reducing the chances of risk and cost so that the large number of customers
towards the buying of the products and services can be influenced.
Appraise how marketers are reacting to the decision-making process, applying relevant concepts
and models.
There are various models which can be applied by the marketers in order to determine the
behavior of the customers towards the commodity and services in the market place. Enforcement
of these models will also enable the marketers to determine uncertainty and changes. Some
models are as follows:
Economic view model : This model is mainly concerned with the cost related to the
buying of the product. Here the customers will seeks to all the alternative of the products which
are prevailing in the market place to them and will focus on the one which will render them the
most satisfying amount of the cost benefits. Economic view model will also assist the marketer
that the customer in the market always seeks to purchase the product which give them higher
satisfaction at lower cost(Lazell, 2016).
Cognitive view: This model will enable the marketers in identifying that what customers
general needs and preference are and how customers make their decision to buy the products
after analyzing the demands of the commodity within the market. With this model the marketer
can understand that the consumer who are the end user of the product purchases the product only
after gathering the information regarding the products.
Passive view : This model focuses on the use of the various tools which a marketer can
use such as promotional activities and attractive advertisements to drive the customers towards
the buying of the products.
Emotional view : This models will enable the marketer to understand that the customers
are more emotional driven rather than the practical. This model state that the customers always
purchases the commodity if they are emotionally attached to either without considering that the
products is necessary to them or not(Fulgoni, 2014).
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TASK 2
P3.Show a examination and opposition of the key differences of the decision-making process in
the context of B2C and B2B, providing specific examples from both B2B and B2C.
B2B and B2C are most widely used business terms which is implemented by the
organisation that is Ford in regard to perform the activity of selling of commodity. B2B is the
form of business where the trading is done between business to business in order to sell their
products and services. Whereas the form of B2C business is mainly concerned will the sell of
products to their potential customers. Both of these techniques can be utilised by the marketer in
their business as both the form are effective and can leads the enterprise to attain a higher
business position in the market. This task is mainly concern with the distinguish among the B2B
and B2C along with their formation of the decision(Lim, 2016).
Basis B2B B2C
Buying decision The decision to buy the product
of the another business is taken
only after considering the
products prices, goodwill of the
firm in the market and after
gathering the relatable
information related to the
product.
This involves less time for
making a purchase decision as
the decision to buy the product
is entirely in the hands of
customers.
Decision related to the
Marketing strategy
Here the business to business
does not promote their products
with the help any marketing
tools and techniques but adopt
the strategy of personal
contact,interior sales in the
business so that the business
with whom the trading is done
can be served with the better
quality of products in the most
In this to promote the products
to the customers the business
will focus more on the adoption
of the marketing tools such as
advertisement, social media
marketing etc. so that the
customers can be served
effectively.
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effective manner.
Decision related to market
size
To drive the customers towards
the buying of products and
services the business will look
on segmenting the market into
small small size.
Business to Customer is a
wider concept and covers
larger market segments to
operate their business
successfully.
Identifying requirements In the requirements will be
mainly considered so that the
business strategies can be
formulated
accurately(Cockayne, 2016).
Here the B2C will seeks to
identify that what are customer
requirements and will use tools
of promotions accordingly.
P4.Measure the various conceptualization to industry investigation and know-how of
investigation used for knowing the decision-making process in both B2C and B2B
contexts.
Researching the marketplace is considered to be the most essential tool as this will enable
the researcher in identifying the current market situation and the request of the client for the
commodity and services. This would help them in producing the products as per the customers
requirement so that the satisfaction to the customers expectation can be given and the products
which is offered to the customer provide value in significant manner. Both the form of Business
focuses on the market research in order trade in the market.
Market research approach in B2B: In this the business will focus on the adoption of
secondary sources of the information assemblage where the information is already in existence
and is used by the business for their future purpose. The business will focus on the utilization of
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this approach as this involves less time and cost. To research the market the business will use
different sources of the secondary research approach such as :
 Public records: Here the emphasis is given on the process of decision to trade with the
another business firm which can be done on by collecting the past public record of the
firms. In this the organization gather data as much as they can so that the decision to trade
with the another enterprise can be taken significantly(Japee, 2015).
 Government and non government agencies : In this the firm which is operating
Business to Business will focus on researching the market considering all the government
and non government agencies so that all the related information, relevant facts about the
another enterprise can be gather and the decision to trade can be taken.
Market research approach in B2C: Here the business will focus more on the primary
sources of the data collection so that the exact information about the customer can be gather.
Primary source of data collection involves the data which is of first hand. Some sources of the
Primary data collection which will be used by the B2C firm are :
 Questionnaire: The business will focus on the adoption of the questionnaire where a
series of question regarding the wants, needs and desire of the customer is prepared and
the customers are asked to fill those questionnaire within the given time frame. This will
enable the business in estimating what exactly the customers wants and preference are
and will produce the product as per the results gather from the questionnaire.
 Personal interviews : This will also enable the business to interact with their customer
and analyze where the business is lacking and how this can be corrected. This will also
provide the business with more accurate and reliable data so that the business can deal
with the customers in the best possible manner(Nagengast and et. al., 2014).
P5. Assess how marketers can determinant the various phases of the decision making process of
B2B and B2C, Giving specific example.
Both the business form such as B2B and B2C mainly works on the concepts of the
buying behavior which influences the conclusion devising procedure of both concern to concern
and enterprise to customers. Inside every business the purchasing is done by considering each
and every aspects either it be related to the quality, prices etc. These factors can directly
causation the conclusion devising procedure of the consumers as well as the business. To
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understand this in a better form let understand this with example: suppose a firm is dealing in
business to business so for this the marketers needs to provide the another business with some
evidence of their products such as if the business deals in the production of the dairy milk
chocolate so the business must provide the firm which they are trading with some sample so that
the other business can purchase the product undoubtedly. This will help the marketers to
influence the decision of the another business as the business which they are trading will feel free
to use the free sample which has been provided by the firm to use and experience the products.
In B2B the marketers can also influence the decision of another business by providing them the
product which are of high quality and low cost due to which the option of the alternative in front
of the another business will be reduced and will stick to the same business for trading in the
market which will lead to the influence of the decision(Hofacker and Sultan, 2016). In case of
Business to customers the marketers can causation the conclusion devising procedure of the
customers by providing their customers with all the relevant data and information regarding the
benefits which the products will provide. For example the business must provide their customers
with some free gifts while their purchase decision due to which the customer will not shift to any
other brands products. The marketers must focus on the different different advertising and
promotional tools such as they provide their customers with advertisement performing manually
due to which the customers get more and more attracted towards the buying of products and his
decision making process is influenced. In business to customer the marketer can also influence
the decision of their customer by providing the customers with free samples of the product to use
for the first time so that the customers can use the product and can experience how the products
is and can make their decision to buy the product.
Thus , marketers plays a vital role in influencing the decision in the business to business and in
business to customers.
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CONCLUSION
From the preceding mention study it can be summarized that the user in the market
behaves differently to the particular product and services which influences the decision making
process. Various models that modify the marketers to understand the buying behavior of the user
have also been discussed in this reports. The reports also helps in understanding the concept of
the concern to concern and enterprise to customers along with the method which they have used
to research the market so that the needs and wants of the customers can be identified and
products can be provides as per their requirement. Which will leads the business to the higher
position and increased brand name.
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REFERENCES
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Lockshin, L. and Corsi, A. M., 2012. Consumer behaviour for wine 2.0: A review since 2003
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Joy, A. and Li, E. P. H., 2012. Studying consumption behaviour through multiple lenses: an
overview of consumer culture theory. Journal of Business Anthropology. 1(1). pp.141-
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Lim, W. M., 2016. Understanding the selfie phenomenon: current insights and future research
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Cockayne, D., 2016. Redefining B2B relationship marketing: insight from postmodern Alibaba.
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Hofacker, C. F., Malthouse, E. C. and Sultan, F., 2016. Big data and consumer behavior:
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ONLINE
Difference Between B2B and B2C. 2019. [Online]. Available
through :<https://keydifferences.com/difference-between-b2b-and-b2c.html>.
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