Consumer Behaviour and Insight: Understanding the Customer Journey and Marketing Mix

This report discusses the importance of understanding consumer behaviour and insight for business success. It covers the stages of the consumer journey using a visual road map/storyboard, factors that influence the process, market research methods, and how the marketing mix affects decision-making. A case study of Nielsen Company is included.

Consumer Behaviour and
Insight
Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Explanation and analysis of the stages of the consumer journey using a visual road map/story
board for a chosen B2C product/service clearly showing and illustrating the path to purchase. 1

Identification of the factors that influence the different stages of the process and how this
compares and contrasts with B2B products/services...................................................................2
Critical evaluation of the different forms of market research that would be used at each stage
of the map to purchase, drawing comparisons with a B2B product/service................................4
Evaluate how elements of the marketing mix also influence the decision-making process,
supported by further examples and case study illustrations........................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
A consumer insight is a type of interpretation that is used by the businesses for gaining a deeper
knowledge and information of knowing about their audience of how they thinks and feel. This is
a process of identifying the behaviour of the customers.by the help of the consumer behaviour
and insight the business organizations is able to analyse the human behaviour for understanding
the needs and requirements of the customers.it is very important for an organization to
understand the consumer behaviour and insight for finding out the success for their current as
well new products that are launched in the future (Mothersbaugh, and et.al, 2020). The report
will illustrate the case study of Nielsen Company which include a road map/story board that
considers in detail what drives and what makes up a consumers decision to purchase and this
report will also use to support the organizations new business development activity.
MAIN BODY
Explanation and analysis of the stages of the consumer journey using a visual road map/story
board for a chosen B2C product/service clearly showing and illustrating the path to
purchase.
The consumer journey is a detail presentation of the customer buying process and it describes
the steps the customers take on their way for making it purchase. Basically it is a tool that can be
used for representing visually the customer interaction with the brands or products and services
developed by the Nielsen Company. There are many benefits of understanding the customer
journey like it creates a better customer experience, it helps in identifying the areas that need an
improvement and also determining new opportunities that the organization can adopt for better
productivity and growth. For the consumer journey the Nielsen Company follow some stages by
the help of visual road map and these are described as follows:
Set your targets – For understanding the consumer journey map it is very important to identify
the gaols and setting targets and this is the first step in consumer journey.it becomes very easy
for the organization when they know the destination where they want to go.it is very important
to set the targets and have a clear vision of what to achieve in the future and this will provide the
most effective way of hitting the target goals (Berman, 2020).
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Create buyer personas- A buyer personas is an imaginary personality that helps in representing
the customer segment for the brand. When a company creates a buyer personas it is important to
known their characteristics like background, demographics, lifestyle and shopping
preferances.the company use this for gaining the data by research and this information will
support in placing the company’s products and services in the shoes of the customers.
Identify motivations and pain points-this step will the organization in identifying the
motivation and pain points of the customers. By keeping some of the questions in mind the
company can do this process liken what keeps them going? What stopping them from reaching
to their goals? And how can the brand help the customers?
Map out the buyer’s journey-It is very important to map out the journey of the buyer and this
involve three steps and which are awareness, consideration and decision.in the awareness stage
the customers will able to identify the barriers or challenges faced by them. In consideration
stage the customers will look for the ways in dealing with the challenges and in the decision
stage the customers will stick to the solution and are only searching for the most effective
product and service.
Maximize the touch points-touch points are the ways or some channels by which the customers
can come across the products and service. These re very crucial as they are where the
opportunities for making the correct impression on the consumer will take place.
Find your moments of truth-it is very important for the organization to earn the trust of their
customers and this step will help in earning the customer’s trust.in the customer journey moment
of trust is very important as these are the cases where the customers’ opinion about the brand has
been formed based on their experiences (Mucz, and Gareau-Brennan, 2019).
Revise- the last step in making the road map of customer journey and this is very important as it
is not necessary to get the result in one go so it is better for revising the process until and unless
the company did not get the result.
Identification of the factors that influence the different stages of the process and how this
compares and contrasts with B2B products/services.
The customer journey is a collective interaction that helps the customers in experiencing as they
interact with the products and services.it is a common term which is used by the sales and
marketing leaders used as they develop some innovative strategies and roadmaps for
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understanding the road map journey of customers. The Nielsen Company also have some factors
that influence the different stages of the customer journey process and it is very important for the
business to understand the each phase as it is a key to success. The Awareness phase is the first
stage in the customer journey in which the customers have some issue or problem and look for
some solutions or answers.at this stage most of the consumers look for educational content about
the services that can solve the problems and threats .some of the common marketing practices
which are required in this phase are online ads and offers for education like white papers and e-
books. The next one is the consideration phase and in this phase the customers compare the
products and services given by them to their competitors. Success stories, webinars and some
registrations for event can help the companies in ongoing engaging with the customers for
understanding their needs and requirements (Tueanrat, Papagiannidis, and Alamanos, 2021).
The third phase of the customer journey is purchase /decision phase in
which the customer has explored the various options available and select the most suitable one
according to their needs and requirements.in this stage the review of the customers are very
essential. Individuals at this stage generally have a short rundown of organizations they would
purchase from, so a decent deals process and fruitful contextual investigations give an
association an edge over its opposition. A prologue to a current client as a source of perspective
likewise empowers conversations between peers beyond the deals cycle. Also, inside the deals
cycle, great connections and affinity can separate brands. The forth phase is the retention phase
and this happens at the post sale. In the retention stage, associations can execute a reliability
program or information base FAQ and routinely impart organization or item headways to clients.
Associations could likewise hold customary instructional meetings for their items or deal extra
advancements all through the client lifecycle. Standard correspondence can prompt expanded
client commitment, encouraging training and an incentive for clients. The last one in the
customer journey is advocacy stage and in this Consumers who have significant skills with an
administration's products or services can become voiced supporters for the brand (Grewal, and
Roggeveen, 2020). Customer advocacy can prompt verbal exchange promoting, which can draw
in new clients to a brand. Numerous people go with buy choices in light of contextual analyses
and examples of overcoming adversity from their companions. At the point when one individual
tells two companions, etc., associations can follow that impact to income development,
whenever followed accurately.
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Fig .1.
Critical evaluation of the different forms of market research that would be used at each stage of
the map to purchase, drawing comparisons with a B2B product/service.
It is very important to understand the journey that a consumer or, at times more prominently, a
client view goes through when working together with your brand is fundamental to confirming
that the organization are delivering the ultimate experience. Recalling this while contemplating
planning your client journey is significant. While it is gainful to assess every particular
excursion stage for example on-boarding, buy, maintenance and it’s likewise fundamental to
comprehend how the various parts connect with each other to shape the full excursion. The
organization can integrate statistical surveying into each component of client venture planning
from brand mindfulness, to buy insight to steadfastness and maintenance. The consumer journey
maps helps in visualizing the process that a individuals goes through for accomplishing the
goals. Basically it is a tool used by the organizations in market research for customer experience,
surveys, strategies and some operations for helping the potential touch points of a customer on
their way to purchase a product or a service (Gao, Melero and Sese, 2020). A journey map in the
market research is based on two assumptions and which are two types of risks that is it carries
less weight and is often more likely to be written off as “anecdotal” than it may be seen as a
compelling tool for driving changes. The second one is team members may end up using what is
actually an inaccurate map for making the decisions that can alter the experience whether it is
better or worse. There are many steps which are involved in the customer journey in market
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research the first one is looking for existing data first and this data can be qualitative as well as
quantitative and this can help in shaping and focusing the content of the research efforts.
The next step is conducting the qualitative research and this involves
many methods like customer or user interviews in which one on one conversation with the
consumers which help in uncovering the first hand stories, frustrations and needs, the next is
direct observation which helps in observing the user platform actions in the environment which
ensures that the company understands the actual flow of user interactions and uncover the
mindsets which were not recalled by the interviewers(Rana, and et.al, 2021). The third one is the
contextual inquiry which helps in observing the users platform tasks while the company have the
skills or ability of asking queries which allows to clarify the observations and provoke the open
ended communication.
Evaluate how elements of the marketing mix also influence the decision-making process,
supported by further examples and case study illustrations.
Marketing mix can be deciphered as a bunch of controlled showcasing devices executed by a
few organizations to get the ideal reaction in the objective market. These devices have four
sections and are ordinarily called 4Ps, which incorporate Item, Value, Spot, and Advancement.
Items are labour and products offered and offered by organizations to planned clients. Cost is the
ostensible measure of cash that the client should pay to get the item. A spot is where the
organization does its exercises and where an organization works in handling labor and products.
The latter is advancement is a movement done by the organization to impart the advantages and
uses of an item or administration created by the organization to draw in light of a legitimate
concern for planned clients to purchase the item (Mintz, and et.al, 2021). Buying choices must
be made when there are a few different options that can be picked so somebody makes a buy or
not. In the event that there could be no different choices to browse, there is no such thing as a
buy choice. The buy choice interaction has five phases did by the client before it can settle on a
buy and thusly post-buy. Buy choices made by the client can happen when the client has gotten
administration from the arrangement of administrations, and afterward the client can feel
fulfillment or disappointment, and subsequently, the buy choice can in any case be connected
with consumer loyalty. In settling on a buy choice that is with the security of an item, the
propensity for purchasing items, giving proposals to other people, and making rehash buys. The
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product essentially affects a buying choice. The nature of an item is the similarity of the
requirements and wants of an item into an item detail delivered. The nature of items showcased
by organizations is one of various components that should be focused harder on the organization
to win the opposition (Batat, 2019). This can be proven from past exploration that buying
choices are impacted by the items, obviously, shoppers won't buy an item in the event that the
item doesn't live up to assumptions and states that the item impacts buying choices.
CONCLUSION
The report have concluded that the it is very important for the organization to understand the
behaviour of the customer for finding out the success for it products and services.it is basically a
interpretation used by the business organizations for gaining a deeper understanding of the
choices of customers. The report have described the stages of consumer behaviour and insight
and all the phases which comes under this. The customer journey map have also been illustrated
in the report and how the marketing mix is using in the decision making process of consumer
journey of the Nielsen company.
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REFERENCES
Books and references
Mothersbaugh, D.L., and et.al, 2020. Consumer behavior: Building marketing strategy. New
York, NY, USA: McGraw-Hill Education.
Berman, B., 2020. Paths to purchase: the seven steps of customer purchase journey
mapping. Rutgers Business Review, 5(1), pp.84-100.
Mucz, D. and Gareau-Brennan, C., 2019. Evaluating customer experience through customer
journey mapping and service blueprinting at Edmonton Public Library: An exploratory
study. Partnership: The Canadian Journal of Library and Information Practice and
Research, 14(1).
Tueanrat, Y., Papagiannidis, S. and Alamanos, E., 2021. Going on a journey: A review of the
customer journey literature. Journal of Business Research, 125, pp.336-353.
Grewal, D. and Roggeveen, A.L., 2020. Understanding retail experiences and customer journey
management. Journal of Retailing, 96(1), pp.3-8.
Gao, L., Melero, I. and Sese, F.J., 2020. Multichannel integration along the customer journey: a
systematic review and research agenda. The Service Industries Journal, 40(15-16), pp.1087-
1118.
Rana, J., and et.al, 2021. Reinforcing customer journey through artificial intelligence: a review
and research agenda. International Journal of Emerging Markets.
Mintz, O., and et.al, 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing, 38(1), pp.32-49.
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the 7Es.
Routledge.
Vancouver
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