Consumer Behaviour and Insight: Stages of Decision-Making Journey, B2C vs B2B, Market Research, and Marketer's Influence

Customer behaviour
and insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK - 1..........................................................................................................................................3
P1. Explaining the stages of the consumer decision-making journey for a given
product/service............................................................................................................................3
P2. Explain why it is essential for marketers to map a path to purchase and understand
consumer decision-making..........................................................................................................4
TASK - 2..........................................................................................................................................5
P3. Compare and contrast the key variation of the decision-making process in the context of
B2C and B2B..............................................................................................................................5
P4. Measure the various approaches to market research and methods of research used for
understanding the decision-making process in both Business to Consumer and Business to
Business contexts........................................................................................................................6
TASK - 3..........................................................................................................................................7
P5. Measure how marketers can influence the various stages of the decision-making process
of B2C and B2B, giving specific examples................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The organisation needs to enhance the customer experience which can help them to
achieve better results in the market (Bozkurt, Gligor and Babin, 2020). The report aims to
analyse about understanding the consumer behaviour and use various logistics in order to attain
maximum customer satisfaction. On the other hand, in this report the main focus of this report is
to evaluate the customer decision making journey. The organisation can provide the essential
goods and services to the customers. Along with that, there are various differences which could
be arise in the decision making process. For further instance, there are different stages which is
been analysed in the decision making process.
TASK - 1
P1. Explaining the stages of the consumer decision-making journey for a given
product/service
Consumer decision making process has various stages the company can identify the
relevant stages which can help them to focus on quality of their products and services (Eybers
and Mayet, 2020). The stages of decision making process is been described below:
 Need recognition – This is the stage in which the consumers can identify what are their
needs. The organisation can enhance the quality of their products which will help to
attract the new audience and significantly influence the customer decision in an effective
manner. Unilever is focusing on enhancing the overall quality of their products which
will help them to attract new audience.
 Information search – This is the stage in which the customers search about the products
or service. This will satisfy their needs or not. Unilever focuses on providing the products
which are beneficial for the customers. They can use it in an effective manner in their day
to day activities.
 Evaluation of alternatives – There are various alternatives which could be search by the
individual. Unilever has the diversified portfolio in which the customers can choose the
change of products and services.
 Purchase decision – This is the stage in which the customer purchase the products or
service by analysing very factor. Unilever focuses in providing the great quality products.
This will help them to enhance the overall sales in the market.