Consumer Behaviour and Insight for Walmart: Analysis of Consumer Journey and Decision Making Process

Unit Number and Title Unit 37 – Consumer Behaviour and Insight
Project Title Consumer Behaviour and Insight
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Table of Content
1.0 Introduction Pg.
2.0 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
Pg.
3.1 Identification (with a full justification) of the factors that
influence the different stages of the process and how this
compares and contrasts with B2C products/services
Pg.
3.2 Identification (with a full justification) of the factors that
influence the different stages of the process and how this
compares and contrasts with B2B products/services
Pg.
4.0 Evaluation of how elements of the marketing mix also influence
the decision-making process, supported by further examples and
case study illustrations Pg.
4.1 The influence of culture and sub-culture on consumer
behaviour and/or the role of opinion leaders Pg.
5.0 Conclusion Pg.
References Pg.
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INTRODUCTION
Consumer behaviour is the study of customer preferences, needs, behaviours and
wants which can be used to advance as well as enhance commodity development and
customer services. Consumer insights provides a deep comprehension of how a buyer thinks,
what influences their decisions and how they feel about particular product or services.
Evaluating human actions allows businesses to interpret what their target audiences needs as
well as wants are and what drives those (Bangsa and Schlegelmilch, 2020). Walmart is a
retail outlet, established in 1962 by Sam Walton that deals in departmental and grocery
products in 24 countries and has more than 10,000 stores globally. It is important for
Walmart to study consumer behaviour and insight to understand the expectations of consumer
from business. This report analysis the levels a consumer goes through in their decision-
making journey as well as the factors influencing their judgement and its importance for
marketers. It will also include different process and approaches of market research in both
businesses to customer and business to business context. The level of influence marketers has
on each stage of decision making is also studied.
2.0 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
Consumer journey mapping is the approach of developing a map through which the
decision-making process of consumers can be evaluated. The consumer decision mapping is
the process of identifying the demands and interests of consumers through which an
organization can deliver quality products and services that can be helpful in enhancing the
customer experience of consumers (Briguglio and Formosa, 2017). The consumer journey in
the context of Walmart is discussed beneath which will define different stages through which
a consumer pass:
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Source: Customer Journey Mapping, 2021
 Need recognition- This is the first stage of consumer journey mapping where needs
and type of services that are offered by the companies can be evaluated through which
consumers can evaluate the appropriate alternatives that can be chosen. In the context
of Walmart, the company will be making use of online and offline channels of
promotions through which they can advertise the products and services of the
company which will be helpful in increasing the awareness of the product portfolio of
the organization (Butcher, Tang and Phau, 2017). Such activities will be helpful in
gaining consumer attention through which companies can create a presence in the
market which will be helpful in attracting customers at a higher rate. Walmart will
promote through visual advertisements, promotions through social media content, and
interactive photos through which they can generate higher revenues.
 Information search- This is the second stage of consumer decision-making where
consumers can gain knowledge about the products and services of the company. in
this stage, the consumers look around for information through which they can
understand and evaluate the products and services which are offered by the
companies. In the context of Walmart, the consumers can on google and other search
engines through which they can gain an understanding of the products and services
which are offered by the company. This will be helpful in gaining insight into the type
of products and services which are offered by Walmart for their consumers.
 Evaluation of alternatives- This is the third stage of consumer decision-making
where consumers can identify the products and services offered by the company and
evaluate the possible alternatives that can be chosen by consumers. This stage will
help consumers to identify the products on the basis of price, quality, availability, and
quantity of the products (Camilleri, ed., 2019). In relation to Walmart, the company
will be focusing on nurturing the leads through which they can focus on creating a
seamless consumer conversion and influence the decision of consumers.
 Purchase- This is the stage that reflects the decision that has been formed by the
consumers. This stage is used to reflect the conversion rate of consumers for the
organization. This is the stage in which consumers make final decisions and purchase
the product or service from the evaluated alternatives.
 Post-purchase evaluation- This is the last stage of consumer journey mapping which
is the services that are provided by the organization to consumers after making the
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