Consumer Behaviour and Insights

This document discusses consumer behaviour and insights, including the stages of consumer decision-making journey for a product, the importance for marketers to map a path for purchasing and understand consumer decision-making, and a comparison of the key differences in the decision-making process of B2B and B2C. The document focuses on the case of Tile and Stone Deport, a medium-sized enterprise in Slough, UK, that offers a range of tiles.

Consumer Behaviour and
Insights

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Explanation with analyse of stages of consumer decision making journey for product of
company.......................................................................................................................................1
Explaining importance for marketers to map a path for purchasing along with understanding of
consumer decision-making..........................................................................................................4
TASK 2............................................................................................................................................5
Comparison and contrast of key differences in decision making process of B2C and B2B.......5
Evaluating different approaches related to market research and methods to understand decision
making process in B2C and B2B.................................................................................................7
TASK 3..........................................................................................................................................10
Evaluating how marketers could influence distinct stages of decision making process ...........10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Study of consumer addition to the ways people behave at the time of making purchase of
product which have qualities to satisfy needs is defined to consumer behaviour. It studies actions,
decision-making etc of consumer which drive them for buying and using certain products. It
described the behaviour which can be influenced by diverse factors (Altstiel, Grow and Jennings,
2018). Studying consumer behaviour investigates about individual qualities including
demographics, behavioural variables and so on while understanding wants and consumptions of
targetted people. Tile and Stone Deport is selected organisation for the project. It is medium
sized enterprise which is located in Slough, UK. The company have range of tiles including
Porcelain Tile, Travertine Tile, Luxury Vinyl Tile, ceramic Tile and so on. It is very selective in
its collection as well as only carries what is on latest trend.
The report covers stages that are part of consumer decision making for a product,
importance for marketers to map purchase path along with understanding decision-making by a
consumer. Further, the report evaluates suitable research forms in order to understand process to
make decision by B2B and B2C. At last, it evaluates certain ways or tactics that marketers can
use for influencing decision making stages.
TASK 1
Explanation with analyse of stages of consumer decision making journey for product of company
Behaviour of consumers is predicted by an organisation for understanding what
influences individuals to buy certain commodity together with support particular brand. The
study area emphasis mainly towards motivation, perception, psychology and behaviour which
are influenced by multiple number of factors (Baddeley, 2018). Tile and Stone Deport is leading
medium sized business that have wide variety of tiles which enhances outlook, interior and
exterior of clients' houses and other areas. The entity have effective and competent manpower
which are its essential assets in the external macro environment as it stimulates and encourages
them to recognise existing and potential trends in the industry.
At present, it is analysed that consumers are demanding a tile which can be applied for
various purposes such as counter-tops, decorative wall coverings as well as back splashes. In this
context, Ceramic Tile is the most preferred product of the company. It is made from sand, water
along with natural clay that is widely used for indoor areas in order to cover wall, showers,
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ceilings and backslashes. The company is make necessary improvements in experiences of
consumers as well as ascertain their views or perceptions for the brand along with its key
offering. In this context, consumer journey map performs efficient part. It is visual
representation of experiences that consumers have with company. It pave effective way for key
clients for attaining their objectives in better manner (Pryer, 2019). Stages of consumer decision
making journey for Ceramic tiles of Tiles and deport are as explained and analysed:
(Source: Stages of consumer decision making process. 2020)
Need recognition: No purchase takes place until consumer recognises that they have
needs for the product. The stage is foremast one as it the entire process of decision making by
consumer starts by recognises needs for some product. For example, to enhance interiors of
houses, people recognises needs for tiles which are made from natural components and are
available at least prices (Bhatiasevi, 2016). In this context, marketers of Tiles and Stone Deport
makes customer recognise that they have need for Ceramic tile.
Information gathering: Once needs are recognised then information collection phase
begins. Purchasers have acknowledged the needs and now they prefers for suitable solution. In
this stage, consumers begins searching information for the specific product that have cap[ability
to meet recognised wants. In context to Tiles and Stone Deport, team of marketing helps
consumers to gather data about Ceramic Tile through establishment websites, experience of
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Illustration 1: Stages of consumer decision making process. 2020

customers who have used the product, promotional campaigns and other sources. This provides
approbative and non approbative factors related to offering of company.
Evaluating alternatives: It refers to comparing wide options for ensuring that right
decisions is made for a product. In this stage, consumers involved in intensive research and puts
huge time in considering all options prior to make final buying choice. Marketers of company
help consumers through providing comparison charts between various tiles and also provides
feedback views that helps consumers to select the best tile for their wants.
Assessing evidence: When consumers have properly evaluated all available options, then
they moves towards phase of assessment of evidence which are gathered by them (Chaffey,
Hemphill and Edmundson-Bird, 2019). In short, consumers of Tiles and Stone Deport looks
towards data about tiles that they desire from potential suppliers in order to determine the right
one for the recognised needs.
Selecting options: Till the stage, consumers have passed through wide stages and
explored multiple options. They reached at understanding for payment options along with
pricing. Moreover, they are keen to know what exactly they will get in return on money. In this
relevance, managers of Tiles and Stone Deport clarifies all the queries fro payment, pricing and
the values they will receive for Cereamic Tiles.
Implementing decision: In entire journey, the stage is most waited one as consumers
makes final purchase for the commodity that have potentials for meeting recognised needs. In
this, consumers purchases Ceramic Tiles that are offered by Tiles and Stone Deport. All stage
which has led towards this conversion is now been completed.
Decision review and evaluation: In this stage, marketers and other authorities of
company look towards sale addition to purchasing decision which consumer made for evaluation
about what went well as well as what can be changed or improved in nearer duration that will
make the entire process more smoother and efficient (Christopher, 2016).
By analysing behaviour of consumers in decision making process, top level management
of Tiles and Stoned Deport makes necessary steps so to improve sales of Ceramic tiles that meets
recognised needs of consumers and improve its revenue.
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Explaining importance for marketers to map a path for purchasing along with understanding of
consumer decision-making
Mapping purchase path is said to the action or simple method that is used with the
purpose of attracting along with engaging prospects sooner than organisational competitors. It
involves anticipating steps taken by consumers to lead purchase so that the marketers of
company interacts with targeted people in order to influence their decisions in favour of brand
(Funk, 2017). It is important for marketers of Tiles and Stone Deport to map purchase path so
that they develops relations with consumers, identifying touchpoints, promote their offerings,
benchmark against promise and improving awareness of targeted people for specific tile.
At same time, understanding decision making of consumer is important for marketers as
it help them to identify marketing challenges together with opportunities. In context to Tiles and
Stones Deport, it is important for marketers to properly understand consumer decision making as
it assist in align marketing efforts and practices with steps undertaken by consumers to decide
which product, when, how and from whom to buy. The managers of company helps marketing
team to monitor marketing circumstances so to come across challenges and potential trends that
can be overcome effectively through implementing smart solutions that leads to making strong
position in the industry. Following are some of factors that influence decision making process:
and makes it important for marketers to map purchase path and understand consumer decision
making trip:
Influence of heuristics within decision making: Heuristics are mental cutoff which are
used by people to form judgements along with decisions in rapid manner. It performs functioning
in assortments that are implemented in market (Hegner, Fenko and Teravest, 2017). It majorly
affects or influences emotions, feelings, judgements of an individual within decision making. In
Tiles and Stones Deport, actions plans related to promotions and marketing greatly influences
consumer decision making. Through mapping purchase path and analysing perceptive of
consumers, marketers devises promotions plans for Ceramic Tiles and present them in attractive
as well as creative ways that influences judgements of consumers for the products resulting in
accomplishing objectives of company.
Influence of technology: Technology helps marketers to seek out efficiency, make
proper sense of data, deliver consumer wants and driving scalability. To marketers, technology
stack helps driving relevancy, devising opportunity addition to mining data about consumers.
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Marketers of Tiles and Stone Deport can map out purchase path for consumers through using
certain technological advancements which provides information to targetted people in limited
duration. Moreover, content management, social media platforms and email marketing are some
new techniques that organisational marketers uses for understanding customer behaviours in
order to revert back on their demands that provides excellent experiences to customers and drives
sales of entity (Howells and Weatherill, 2017). Moreover, social networking such as IG and
Facebook can influence audience through presenting attractive images of products and also
sharing reviews of clients that are using the products. For example, through social networking,
Tiles and Stones Deport builds relationship with customers online and ensures better networking
addition to facilities to them and share reviews, information, advices and warning related to
ceramic tiles that generates a spirit among audiences to buy the tile and make their places more
attractive. The shared information becomes a source as influence on audiences as well as their
buying attitude.
The mentioned influences makes it importance for marketers of entity to map out
appropriate purchase path and understand about actions taken by consumers in decision making
journey for Ceramic tiles of Tiles and Stones Deport.
TASK 2
Comparison and contrast of key differences in decision making process of B2C and B2B
B2B is defining as procedure of selling the products and services for making the
mercantile transactions by connecting with others that can help to increase the sales. In this a
business organisation is having relations with other business so their activities can be maintain
(Kennedy and Guzmán, 2016). On contrary, B2C is the process of selling the products to end
customers by understanding their needs and wants which can help to deal with changes and
increases business performance. For instance, Tile and Stone Deport is an organisation that is
running their business by applying the B2C process that can help to maintain the good relations
with customers and take the competitive advantages.
The comparison by showing the difference in decision making process within context B2B and
B2C
Stages of Decision making
process
B2B B2C
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Definition This is defined as commercial
transaction that offers and
sales different types of
products to other business
which can help to increase the
sales.
This activity and process is
uses by management as they
have good relation with people
and sales them products
directly that make end user
(Kumar, Manrai and Manrai,
2017).
Decision making process In B2B, the decision making
process is identification of
trend, buy products on retail
cost, improving distribution
channel, finding content,
identification of alternatives,
request for approval, final
selection after making
payment.
In context B2B, recognition of
needs, research, gathering data,
analysis and evaluation,
finding alternatives,
assessment and buying the
products after making products
uses by customers for filling
their needs that can help to
increase the organisational
sales.
Marketing strategy This type of business concern
are not using mass media and
promotional channel because
they have directly contacts
with other sales person who
can help to increase the
organisational sales (Moutinho
and Vargas-Sanchez, 2018).
Whereas, B2C is showing the
relation by using mass media,
promotional channel, social
media, print media etc. for the
purpose of aware people and
increase the organisational
sales in changing environment.
Decision on the bases of
market size
Within B2B, whole market is
segmented on the bases of
small groups as per needs of
people such as what is on trend
and and how their can increase
This is providing the products
and services in specific area
where their office has
established. For increasing it
has to adopt many locations
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their sales. This is considering
a larger share of market which
helps to make the right
business decisions.
and countries that can help to
increase sales. For instance,
Tile and Stone Deport is
selling their products in
specific areas that fill the
needs of local people and
increases profitability.
Focus In this, the marketers are
focusing on needs of other
business and what is going on
trend so products can be
provided accordingly.
The marketers of Tile and
Stone Deport support focuses
on needs, relationships,
promotional activities and
other sources that can help to
run the business.
The similarities between B2B and B2C decision making process In Tiles and Stone
deport, both are maintaining good relationships with suppliers who sales products, Focusing on
how to increase the sales and how it will help to develop the organisation by maintaining good
performance. In both, decision are taken by marketers who evaluates needs and deliver the right
products that make them higher satisfied (Parguel, Delécolle and Valette-Florence, 2016).
Evaluating different approaches related to market research and methods to understand decision
making process in B2C and B2B
Market research is mentioned as an organised effort or attempt to collect information
related to targeted customers. It is one of factor that is used for holding competitiveness over
rivals in B2B and B2C context. Different approaches and methods of research that are
implemented for understanding decision making by Tiles and Stone Deport in B2B and B2C are
as evaluated:
B2B context
In B2B, marketers requires information about other businesses so to understand how they
makes decision for the offerings of company (Schütte and Ciarlante, 2016). In this, major
approaches used are qualitative and quantitative which involves certain methods which are
evaluated in aspect of Tiles and Stones Deport:
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Qualitative approach: The approach of market research which relies majorly on
structures as well as non numerical is defined to qualitative approach. The main methods that are
used by marketers of Tiles and Stones Deport to understand how other businesses makes
decision are as follows:
 Ethnographic research: The research method is most in depth form of observation
method which assist in studying people within pertaining environment. In Tiles and Stone
Deport, the research method is used for analysing or studying activities understand by
businesses in making decision for Ceramic Tiles. Its advantage includes in depth
observations for other entities without knowing them. However, it is challenging in
nature and only depends on experts for analysing, percepting and inferring data.
 Interviews: One on one interviews with businesses that purchases offerings of company
is one of research method that is adopted by marketers of Tiles and Stones Deport for
gaining perspectives about decision making for products. The advantage of the method is
that the research method provide more opportunities to collect precise information about
how other companies makes decision along with what are their key motivations. In
contrary, the limitation of the method is that it is costly, time consuming and lacks
accessibility to respondents (Szmigin and Piacentini, 2018).
Quantitative approach: It is systematic investigation or research for phenomenon through
collecting quantifiable data about businesses. Quantitative approach methods which are applied
by Tiles and Stones Deport are as follows:
 Survey: Through online surveys, marketing executive of Tiles and Stones Deport ask
questions from certain businesses about decision making for its offerings. The advantage
of survey method is that it helps in collecting data in limited duration and producing
effective numerical outcomes. Its limitation includes inaccurate answers provided from
respondents and presenting themselves in admonishing manner. Casual comparative method: The research method is based on comparison factor in
which company makes comparison of two or more variable to analyse how businesses
makes decisions for products. Tiles and Stones deport are benefited from the method as
this allows in studying casual comparative relationship within difficult or impossible
conditions. The disadvantages of the method is limited interpretations and existence of
third variable that affects established relationships (Ten Brink, 2017).
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B2C context
In B2C, information about consumers and their decision making is analysed by marketers
of firm. Approaches and methods of research that are executed by marketing division of Tiles
and Stones Deport are as follows:
Qualitative approaches: Following are methods of the approach used in Tiles and
Stoned Deport for understanding about consumer decision making:
 Phenomenological method: In this method, activity or phenomenon are described in
which consumer participate and makes certain action to purchase products. Marketers of
Tiles and Stones Deport uses the method through combination of techniques including
conducting interviews, visiting at events in which consumers makes decision to buy its
Ceramic tiles. The advantage of the research method is that it helps in understanding
proper meaning of participants in decision making stages (Wlömert and Papies, 2016). To
conduct with researcher about consumers with this method requires effective and
professional researcher which charges high salaries to company.
 Focus group: It is qualitative research method that includes limited respondents from the
target market. It benefits Tiles and Stone Deport by finding answers about the manner
consumers makes decision for its products in ease and rapid manner. However, it
involves complex processes and is only suitable for testing new concepts or researching
for new product.
Quantitative approaches: Methods of quantitative research that are implemented in
Tiles and Stones Deport:
Questionnaire: In this method, investigator of Tiles and Stones Deport approaches
towards customers and asks them to fill questionnaire which is set of around 8 to 10 questions.
Advantages of questionnaire method to company is that it provides fast results and creates no
pressure on respondents that stimulates consumers to provide accurate answers. Disadvantages of
the method is that it lacks nuance, personalisation and dishonest answers.
Controlled observations: Within the method, marketers observes the ways or actions
implemented by consumers but in controlled manner or till certain level (Zhang and Benyoucef,
2016). The benefit of controlled observation method to Tiles and Stones Deport is that it is easier
to replicate, avoid unethical problems and collects information in more controlled aspects. The
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disadvantage of the method includes low ecological validity and consciousness of being
observed can influence consumers behaviours towards brand.
TASK 3
Evaluating how marketers could influence distinct stages of decision making process
Marketers of company implement various actions and tactics that results in influencing
decision making phases of businesses and consumers. In case with Tiles and Stones Deport,
following are the evaluated ways which can influences phases of decision making:
Need recognition: Herein, marketers of Tiles and Stones Deport can influence decision
of businesses and consumers through helping them in recognising the need for Ceramic Tiles.
They can use techniques of marketing and motivates internal stimulus of organisations and
consumers through presenting brochures and catalogues in unique ways wherein ceramic tiles are
enhancing beauty of house that could result in making purchase of the respective product
offering (Chaffey, Hemphill and Edmundson-Bird, 2019). For example, marketers of Tiles and
Stone Deport draft colourful and sober brochures as well as catalogues that includes images on
use of Ceramic Tiles. When they present the brochures to their potential customers then this help
them to recognise the need of Ceramic Tiles for the plastered wall.
Information gathering: Hereby, marketers can use cognitive theory in which human
behaviours are explained through understanding thought processes. With this process, marketers
repeatedly performs similar tasks and present data that helps consumers and other firms in
collection information about the tile. These people understands why for the products and the
ways it fits in larger areas that influences them to change their decision for the brand. For
example, marketers of Tiles and Stone Deport understand thought procedures of their customers
who have recognised need for Ceramic Tiles and accordingly help them in collecting information
about prices, quality and other aspects that are offered in market. This influence behaviours of
customers for understanding that the tile will enhance beauty of their wall at affordable prices
with high quality of tile.
Evaluating alternatives: In this, marketers helps prospective buyers to develop criteria
about what they demands in product. Moreover, usage of behavioural theory assist marketers to
analyse beliefs and values of individuals and incorporate them while presenting evaluation of
alternatives. Moreover, organisational marketers may present Ceramic tiles in form of additional
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benefits, availability, lower prices and style options which could result in influencing decision
among buyers and business owners for the product. For example, Marketers of Tiles and Stone
Deport influence behaviours through helping their customers in evaluating alternatives that are
available to them. Marketers present whole information concerned with usage, prices, available
colours and many more to the customers in the manner that stimulate their behaviours for
performing actions for further purchase of the tile.
Assessing evidence: Consumers and business managers looks towards additional
information related to product which they desire among other available that determines best for
them. In this aspect, marketers can provide them views and also arrange a meeting between them
that shows that Ceramic Tiles is right one for the places of the both. Feedbacks and reviews for
the tiles also plays huge role in influencing decision in B2B and B2C. For example, marketers of
Tiles and Stones Deport arranges views and interaction of potential and prospective customers
that helps the customers in assessing evidence about durability, effectiveness and other features
of the tile. For influencing decision making, marketers also arranges site visit for the consumer
and businesses so that they are satisfied with product quality and its other features.
Selecting options: In this stage, marketers can ask the company managers to give
suitable discount as well as instalment methods so that consumers and business can make
payment for the selected options. When discounts are provided to customers then it influences
their way to frame decision for the commodity (Moutinho and Vargas-Sanchez, 2018). For
example, marketers of Tiles and Stone Deport provides additional discounts on purchase of
Ceramic Tiles that is one of factor which influence customers and organisation to select option of
purchase.
Implementing decision: Marketers of Tiles and Stones deport can influence consumer
decision through providing options related to online purchase, simplifying purchase process,
reducing loading time and making whole buying workings straight forwards. This influences
decisions as consumers and businesses only wants less complicated procedures while
implementing purchase decision. For example, various options are provided by marketing team
of Tiles and Stone Deport to customers and entities for implementing decision such as purchase
through online mediums and eliminating unnecessary costs in purchasing which also influences
consumers and forms in implementing their buying decision.
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Decision review and evaluation: Through increasing analytics for checking out as well
as evaluating procedure also influence decision making of businesses and individual consumer to
make purchasing again in future. For example, By taking feedbacks and visiting places wherein
Ceramic Tiles are used so to gain insight about experiences of other businesses and buyers also
influences decision making within discourse to B2B and B2C.
CONCLUSION
The mentioned report concludes that studying consumer behaviour assist sales person and
other representatives of company to design effective possible commodity which fully meets
demands and wants of consumers, deciding pricing that people are willing to purchases product,
finding out best promotion ways which prove effective for attracting targeted audience to
purchase offerings of entity. Consumers makes decision for some product after going through
various stages. The results are outcomes of sequential decision that are framed by buyer while
deciding whether, where, how, what, from whom and when to buy products and services. Its is
significant for marketers to understand consumer ways to makes decision and mapping purchase
path due to influence of heuristics and technologies in decision making. Methods of research that
are widely used by entities to understand decision making stages in B2C and B2B are
Ethnographic research, Interviews, Survey, Casual comparative method, Phenomenological
method, Focus group, Questionnaire and Controlled observations.
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