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Consumer Behaviour Insight - Assignment

   

Added on  2020-11-23

12 Pages4030 Words69 Views
Consumer BehaviourInsight

Table of ContentsPART 1.......................................................................................1INTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Consumer’s decision-making......................................................................................................1Models of consumer decision-making........................................................................................1Mapping out decision-making process for a particular product..................................................2Importance of mapping path in order to purchase and understand consumer’s decision-making.....................................................................................................................................................3Levels of consumer’s decision-making.......................................................................................4Factors influencing decision-making..........................................................................................4Concluding Statement.................................................................................................................5PART 2............................................................................................................................................5INTRODUCTION.......................................................................................................................5Comparison and contrasting key difference between B2B and B2C decision making process..5Evaluate how market research differs from business to business and business to customer's....7Illustration of personality, self motivation and customer's perception influences decision-making process............................................................................................................................7Evaluate behavioural and cognitive approaches of learning.......................................................8Identifying how culture and other relevant factors influences or impact on consumerbehaviour.....................................................................................................................................8Understanding buyer behaviour that influence decision making process of B2B and B2Ccontext.........................................................................................................................................8Evaluating use of digital media audience research and development to understand andinfluence customer's behaviour...................................................................................................9Concluding Statement.................................................................................................................9REFERENCES .............................................................................................................................10

PART 1INTRODUCTIONIn today's context consumer behaviour is the study of consumer behaviour within themarketplace where the process of buying sand selling take place. Generally, it is the study ofconsumer behaviour such as how an individual behave ans what are the factors that influenceconsumer decision making process(Albayrak, Aksoy and Caber, 2013). In this report anorganisation chosen is AirDri, a well know manufacture brand of hand dryers established atUnited Kingdom. This report is going to define customer decision making process and mappingout what are the decision making process for a particular product and services. TASK 1Consumer’s decision-makingIn context to business consumer decision play's an effective role as it help an organisationin order to identify needs, gaining knowledge and information regarding product and services. Itis a complex procedure as each and every individual have different taste and preference rightfrom the initial stage till post purchase decision making(Bamossy and Solomon, 2016). It is acomplex process as it includes evaluating, comparing and selecting among variety of goodsdepending on consumer preference. For such purpose an organisation need to monitor suchdecision process of its customer's so that they can offer their best product and services as pertheir needs and wants.Models of consumer decision-makingConsumer decision making model refers to orientation and perspective how a consumerbehave within marketplace for purchasing a particular product and services . For such purposethere are various consumer decision-making model that are effective in evaluating the behaviourof consumer within competitive marketplace(Dinnie, 2015). Such models are Solomon model ofcomparison, Nicosia model, Howard Seth model and Engel Kollat black well model. Amongsuch models AirDri has been acquiring Nicosia Model in monitoring decision making process ofcustomer which is discussed below: Nicosia Model: This model concentrates on buying decision-making for new product andservices. It indicates a organisation to communicate customer's and predisposition to act incertain way as it focus on relationship between firm and its customer's. With the adopting of

this model an organisation can influence its consumer’ on taking decision-making for theirproduct and services. This model is divided into different parts which are define below:Consumer attitude based model on firms message: This process consist of marketingenvironment and communication efforts by an organisation in order to attract large base ofcustomer's towards it in competitive marketplace. Herein, consumer’s attitude towards AirDriproduct and services are based on interpretation of their message which usually describe theirproduct.Search and evaluation: A consumer have various evaluation and alternatives brand for aparticular product and services. Moreover, they evaluate different brands before going for aproduct they want to have it.Act of purchase: The mangers of AirDri, use appropriate measure, tools and techniquesfor their product and services. Apart from this, they are convening their customer's for theirproduct and services from specific retailer.Feedback: This model consist of feedbacks from consumer after purchasing theirproduct. It is beneficial for an organisation to know hoe effective is the product for theircustomer's and also know what are its sales figure of its particular product in competitivemarketplace. Furthermore, from such a organisation can know buying pattern of individual aswell as can overcome with the pitfalls of their product.Thus, this model will help an organisation to response towards consumer needs andpreference according to the need and demand that subsequently affect the decision-makingprocess and hence it is a continuous process.Mapping out decision-making process for a particular productIn marketplace consumer’s purchasing behaviour differ from individual to individual.For such purpose it is essential for an organisation to develop their product and services in anattractive manner so that customer's have knowledge about their product in competitivemarketplace(.Hsin Chang, Rizal and Amin, 2013). AirDri are coming up with new rage of handdryers in order to diversity their product line in competitive marketplace. For such instance it isnecessary to evaluate to have proper mapping of its ranges of product in mind of customer's.Moreover, it consist of various steps which are determined below:Awareness: It is necessary for the mangers of AirDri to create awareness about theirproduct and services in competitive marketplace. If customer's are aware about their product, its

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