Consumer Behaviour and Insight

CONSUMER
BEHAVIOUR
AND INSIGHT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1 ............................................................................................................................................1
P1 Explain and analyse the stages of the consumer decision making journey for a given
product/service............................................................................................................................1
P2 Explain why it is important for marketers to map a path to purchase and understand
consumer decision-making..........................................................................................................2
M1 Evaluate how marketers are responding to the decision-making process, applying relevant
concepts and models...................................................................................................................3
TASK 2............................................................................................................................................4
P3 Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B, providing specific examples...............................................................................4
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..............................5
M2 Provide a coherent and justified evaluation of how different factors influence decision-
making and buying behaviour, supported by specific examples.................................................6
TASK 3............................................................................................................................................7
P5 Evaluate how marketers can influence the different stages of the decision-making process
of B2C and B2B, giving specific examples................................................................................7
M3 Critically evaluate how marketers influence each stage of the decision making process
with reference to relevant methods and models applied.............................................................8
D1 Critically evaluate the application of appropriate theories, concepts and models that
influence and impact upon the decision making process, supported by specific examples and
contexts.......................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERNCES ................................................................................................................................10

INTRODUCTION
Consumer behaviour is a study of the determinants of an individuals and organizations to
choose, acquire as well as utilization of goods and services to satisfying their own needs and
wants. The survey of consumer behaviour is concerned with the aspects of buying behaviour of
buyers related to the evaluation of post purchase, pre purchase activities. This study is related to
determine and influences of how potential customers for a specific products or services. In this
report, Samsung is chosen as a B2B company and studied on the specific product of that
company which is Galaxy Note 10. At a time of launching new products or services, a company
needs to analyse the market conditions as well as the consumers expectations in order to satisfy
them and get success in future. This report covers the analysis of the several stages of decision
making and its significance for marketers to prepare a roadmap. Although, the procedure of
decision making with B2B and B2C context and approaches of methods market research. In
addition also, justify the factors and stages which influence the buying behaviour of consumers
by using the appropriate concepts, theories and models.
TASK1
P1 Explain and analyse the stages of the consumer decision making journey for a given
product/service.
Consumer is a person who purchase for consumption in return of paying some amount of
money and they are known as the market player. Whereas, decision making is a cognitive
approach that is used at a time of selecting a course of action among the various options
possibilities (Bereznoy, 2019). In other words, it is a process of identifying, analysing and
choosing the best alternatives which are based on the values, beliefs and preferences of the
decision maker. Within the context of Galaxy product Note 10, the marketers uses the various
stages of consumer decision making in order to take a smooth and effective decisions. These
steps are as follows:
Problem recognition: It is the first and most important step of consumer decision making
stages in which consumer analyse the needs and the problems of the decisions because without
the need recognition purchase cannot takes place. Smartphones become a necessity of modern
society and the several models are present in the marketplace, a user needs to identify the trouble
and dimensions. So, the marketer of Galaxy Note 10 needs to analyse the users requirements and
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their preferences as well as competitors strategy which helps in identifying the decisions
regarding consumers (Calder, 2016).
Search process: In this stage, before buying a product consumer searched and gathered
relevant informations regarding the products or services which are best. For purchasing Galaxy
Note 10 a consumer collects the relevant facts regarding the buying of product and their reviews
after that they can take a buying decisions. In this phase users research for products or services
that can satisfy their own needs and wants as well as make a effective buying decisions. This will
helps in identifying the both facts such as positive and negative, this will done through social
media and users reviews who have experience of Note 10 quality, features and services.
Alternatives evaluation: Once a consumer has find out what will fulfil their requirements
they will begin to look for the high-grade deal of products or services. This based on the
attributes of goods such as features, quality, price, reviews, services, design etc. To buy a Note
10 product customers use search informations for comparing and evaluating the all options that
are available in the market and choose best alternative among them which are most suitable
according to their expectations.
Selection of best alternative: It is the last step of consumer decision making process
because after analysing all above stages, in this a user finally decide and make actual purchase of
product which can satisfy the needs and expectations of them (De Mooij, 2019). The purchasing
decision of Note 10 will take place when consumers analyse all the stages and make a desired
purchase decision.
Decision evaluation: It is the feedback approach of the customers towards their buying
decisions that have been purchased by them is up to mark or not according to their expectations.
This is related to the post-purchase behaviour of the customers and helps in distribute the
negative and positive feedback about the product or Note 10.
P2 Explain why it is important for marketers to map a path to purchase and understand consumer
decision-making.
Consumers are the centre of marketing activities, for studying the market environment it
needs to understand and recognise the factors which influence the effective users and their
decision making procedures that they use. Marketers of Note 10 considers the whole buying
process rather then only purchase decision to make a path to purchase and understand consumer
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