Consumer Behaviour and Insight: Stages of Decision-Making, B2C vs B2B, Market Research Approaches, and Maslow's Hierarchy Theory

Consumer Behaviour and Insight
Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Explain and analyse the stages of the consumer decision-making journey for a given..............3
product/service............................................................................................................................3
Explain why it is important for marketers to map a path to purchase and understand...............4
consumer decision-making..........................................................................................................4
Compare and contrast the key differences of the decision-making process in the.....................5
contextB2C and B2B, providing specific examples...................................................................5
B2B..................................................................................................................................................6
Evaluate the different approaches to market research and methods of research used for...........8
understanding the decision-making process in both B2C and B2B contexts..............................8
Evaluate how marketers can influence the different stages of the decision-making process....9
of B2C and B2B, giving specific examples................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
It is an evaluation done by the organisation to have a better understanding of their customers
feeling, satisfaction level, their needs and wants. It comprises of emotions and choice which
directly influence purchase behaviours of customers. By analysing human behaviour the
organisation can have a better look on what their customers want and how they are pursuing their
products, are they happy with their services. In this report the chosen company is TESCO, it is
the British multinational company which deals in grocery and general retail sector. The
headquarter of the company is in Welwyn Garden city, England. It was founded in the year 1919
by Jack Cohen. In this following report it will cover stages of the consumer decision-making
journey for a given product/service, further it will cover important of consumer behaviour and
insights for marketers to map a path to purchase and understand consumer decision-making, also
include differences of the decision-making process in the context of B2C and B2B further
includes, different approaches to market research and methods for understanding the decision-
making process in both B2C and B2B contexts and different stages of the decision-making
process of B2C and B2B.
TASK
Explain and analyse the stages of the consumer decision-making journey for a given
product/service
Consumer decision making refers to an action by which consumer decides what to purchase, how
to purchase, how much purchase, whom to purchase from where to purchase. There are five
process which influence consumer decision making ability which are, need recognition,
information search, finding alternatives, purchase decision and post purchase decision. These
stages helps in making customers influenced over factors like, social factor, economic ,
personal income, culture, sub- culture etc.
Need recognition:- Finding problem is an initial stage in consumer decision making process. In
this stage a customer is not making an purchase but to recognise need of buying that product. If
consumer is able to find need than in future he might purchase. In context to TESCO the
company has products in different variety which can set down the needs of its customers.

Grocery sector is already a required sector for people (Aykol, İpek and Bıçakcıoğlu-Peynirci,
2021)
Information search:- As customer is done with finding problem another stage is search
information about the products on different buying channels. Efforts for gathering information is
based on level of need of the product. TESCO provides product details on their official website
as well as other social platforms in such a manner to get customer attracts.
Findings alternatives:- Once consumer is searched information the next stage is evaluating
alternatives related to the product or brand on the basis of their attributes. Customer chooses the
best alternative which satisfy their needs or want. TESCO has wide range in its product line.
They have as many as alternative in a single product. Customers have various options to choose.
Making purchase:- After evaluating best alternative a customer willing to buy the product. A
customer have the power to decide from where he should buy. In this the actual purchase is
taking place. A person is ready to buy from chosen alternative that it suits the most. TESCO has
excellent staff in dealing with customers at daily basis. The respective company serves the best
quality product and services to their customers in order to fulfil their needs and wants (Barbosa
and Casais , 2022)
Post- purchase decision:- This is the final stage in consumer decision making process. Its likely
to be most important decision for the customers. It decides future purchase of the particular
goods or services. It concluded the overall decision making process by evaluating whether they
are satisfy with the product or not. TESCO provides its customers a opportunity to give feedback
about their product they have recently purchased from them. This helps them to improve quality.
The management of the company is very much concerned about their customers behaviour after
making purchase.
explain the levels of consumer decision-making – extensive problem-solving, limited problem-
solving and routine response behaviour.
Extensive Problem solving:. This is a scenario of making decision pattern in this the customer
of Tesco has less amount of data and information related to the products or services offers by
them. In this respective level of consumer decision making efficiency of information also
disappears regarding the research of their product and service. In context to Tesco, the
management of this company mostly choose this problem solving method whenever they

produce new product which completely satisfies the needs and demand of their new or potential
customers..
Limited problem solving: this is the another type of consumer problem solving process that the
consumers of Tesco use when they buy products occasionally or need the information about the
unrecognisable brands in the familiar product category. This is a type of consumer problem
solving process which is used by the customers of Tesco when they need the proper information
related to their organisation even they occasionally buy their products or services. In context to
Tesco, they needs to have moderate amount of time for the collection of information gathering
and deliberation.
Routine response behaviour: This level states that when the customers has the daily routine of
buying the similar product or services on the daily basis. Sometimes, various organisations are
fail to provide those particular product and services to their customer. In case of Tesco, If this
situations arises then the management of this company take the help of various other brand who
provides similar products with the same core value and price which can satisfy the customer
demands. This type of rapid consumer problem solving behaviour is known as the routinised
response behaviour.
Explain why it is important for marketers to map a path to purchase and understand
consumer decision-making
Interaction of customers with business: Customer journey map help organisation to ascertain
the way by which they connect with the customers in order to make them aware about their
products and also to understanding their needs and wants. This helps customer to take decision
as concern to their purchases and also it help to companies by increase its market share. With
the help of this TESCO employees interact with their potential customer in very effective
manner. They communicate in such a way to getting more attention from it customers and they
make customers aware about their products and services (Hartmann, Apaolaza and D’Souza,
2018)
1. Focuses on customer needs: With the help of customer journey map company focus on
customer needs wants and preference to serve products and services according to their
needs. Companies use different techniques and methods to know customers needs in
order to serve products and services for satisfy them. The management of the company