Consumer Behaviour and Insight: Stages, Mapping, B2B vs B2C, Market Research and Marketers' Influence

Consumer Behaviour
and insight

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Stages of consumer decision making process ............................................................................3
Importance of mapping the purchase path and consumer decision making................................5
Differences in decision making process of B2B AND B2C.......................................................6
Approaches to market research and it methods...........................................................................7
Influence of marketers on consumer decision process in B2B and B2C....................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer behaviour refers to the study of consumers, groups, organizations and all the
activities related to purchase of goods and services. Consumer insight means an interpretation
used by marketers to gain a deeper understanding of how the consumers thinks. Analysing the
consumer’s behaviour gives businesses to understand what they need and why? Consumer
research is done in order to understand market needs, sizes, competitors and customers. Having
knowledge of consumers mindset can be extremely valuable. It helps companies to map
customer journey and find any faults. They tell companies why companies why consumer is
buying certain products. This report is based on Boots limited, established in year 1849. It deals
in health, beauty and pharmacy sector. Study of stages of consumer decision making for the
product and mapping the path of purchase is important is going to be done. Difference between
decision making of B2C and B2B are going to be discussed. How marketers can influence the
decision process and approaches to market research is also evaluated.
MAIN BODY
Stages of consumer decision making process
Consumer decision making process is very complex, but consumers go through some
steps while purchasing a product or service to know what fits their need. It involves the process
of identifying needs, gathering information, evaluating alternatives and decision of buying which
is influenced by economic and social factors (Bognar, Puljic and Kadezabek, 2019). Each
consumer has different needs so they make different decisions. So marketers evaluate the process
by using 5 step which affect consumer decision process.

Figure 1Consumer Decision making process, 2022
Need Recognition
First step in buying process is the need of consumer which need to be satisfied. It is the
trigger point of buying products. They feel something is missing which needs to be satisfied.
Boots ltd. Which deals in beauty and health products and their target consumers are consumer
who are focussed more on looking good and stay healthy. So the marketers of Boots company
choose marketing strategies which target these consumers. They are fulfilling the demands of
consumers which need products related to health and beauty. Company runs advertisements
which promote use of healthy products and at the same time encourage consumer to buy their
products.
Searching information
Consumers are not experts of products they buy or use. So while making decision they
research for the products and gather information about products they need. Internet has become