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

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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