Consumer Behaviour and Insight: Mapping the Path to Buying

Consumer Behaviour and
Insight

CONTENTS
INTRODUCTION......................................................................................................................1
MAIN BODY.............................................................................................................................1
Evaluating phases of journey of clients through utilizing graphic road map.........................1
Importance for dealers for mapping a path to buying............................................................2
Comparing and contrasting varied stages of the process........................................................3
Market research strategies along with research methods utilized for comprehending
consumer choice creation process in B2B and B2C...............................................................4
Ways in which marketers can impact varied phases of the choice creation process..............5
CONCLUSION..........................................................................................................................6
REFERENCES...........................................................................................................................7

INTRODUCTION
Consumers are being regarded as pivotal part for each and every organization and
thus, comprehending as well as identifying the factors that impacts their decision-making
process in regards with any product is very significant. Considering this, the main aim of the
current research report is to produce a case study that encompasses a road map that comprises
the details in relation with the factors that helps in driving the consumers to make decision of
purchase. For this purpose, Amazon an American multinational technology company is being
taken into consideration. It will also throw some light on the ways marketers respond to the
decision-making process by application of suitable theories, models and concepts along with
the factors that impact decision making. Furthermore, the report will also be going to
emphasize on main variances of the choice making in relation with B2C and B2B. The final
section will pay attention on the ways marketers impacts respective phase of decision-making
procedure.
MAIN BODY
Evaluating phases of journey of clients through utilizing graphic road map
The customer choice making is a sub-section of marketing studies which the
marketers most of the time utilized for tracking or determining the whole process of
consumer decision making right from the very start to the end. The chosen product in the
context of business to consumer is prime membership (Tan and Fabrizi, 2020). There are
generally five stages of consumer journey and is being explained below with the help of
visual road map:
 Recognition of the problem – This is stage which encompasses determination of the
needs and requirements of the customers. The consumers determine the factors which
are absent. In case of prime membership of Amazon, people are facing problem
related to delayed delivery of products and more advertisement while watching
movies. This company has determined this issue and introduced prime membership in
1
Recognition
of the
probelm
Searching of
information
Analysis of
alternatives Purcahse Post purchase
satsifaction