Consumer Behaviour and Marketing Research Methods in Context of Amazon

This report discusses the concept of consumer behaviour and marketing research methods that influence the consumer decision-making process in the context of Amazon. It also highlights the major similarities and differences between B2B and B2C sectors and the factors that influence buyer behaviour.

consumer behaviour

Executive summary- This report will illustrate the concept of consumer behaviour. The report
will also describe the marketing research method that influence the consumer decision-making
process in the context of Amazon company. Apart from this, the report will highlight the major
similarities and difference among B2B and B2C sector. Lastly, the factors that influence buyer
behaviour will be described.

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................5
BACKGROUND OF THE COMPANY.........................................................................................5
MAIN BODY...................................................................................................................................5
SECTION 1 .....................................................................................................................................5

1 Analysing the stages of the consumer decision-making journey along with the factors in
relation of buying the product and services.................................................................................5
2 Evaluation of black box model of consumer behaviour:..........................................................6
3 Mapping out consumer decision-making process:...................................................................8
SECTION 2......................................................................................................................................9
4 Determining the key similarities and differences of the decision-making in B2B and B2C....9
5 Evaluating the different approaches to market research & methods of research in order to
understand the decision-making process in B2B and B2C in context of Amazon......................9
6 Justifying the ways in which market research influence the consumer-decision making
process........................................................................................................................................10
SECTION 3....................................................................................................................................11
7 evaluation of 2 factors that influence the decision-making process:......................................11
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Consumer behaviour means understanding individual or group behaviour in buying goods
and service, company perform research on consumer's need and want in order to set strategy
accordingly. Consumer behaviour are simply action of consumer in the market which influence
the company and its sales (Kanagal, 2016). This study is based on Amazon, this company is one
of the largest and most successful E commerce platform. In this report, will discuss map of path
to purchase of product and service. Later this report will discuss research and data in consumer
behaviour. At last this report will discuss decision-making process.
BACKGROUND OF THE COMPANY
Amazon is one of the most successful E commerce platform, this company is well known for its
wide range of product. Amazon fall under big five companies of the world after Microsoft and
apple, this company have great capture in retail industry. High quality customer service allow
Amazon to become successful in the market, this company provide latest and trendy item to the
customer and customer always choose Amazon first. Amazon was started by Jeff Bezos in 1964.
Amazon have wide range of product which fulfil every essential goods and service demand of
the customer. This E commerce platform rule retail and other market. Almost every brand is
established on Amazon listing.
MAIN BODY
SECTION 1
1 Analysing the stages of the consumer decision-making journey along with the factors in
relation of buying the product and services
Consumer decision-making process refers to identifying the needs and requirements in relation
of the products and services and then, gathering the information of the different products and
services along with evaluating the different alternatives and finally, the decision has to be made
in relation of buying the products (Stankevich, 2017). It has been found from various studies
that, amazon company is effectively focusing on the different stages of the consumer decision-
making journey. There are various factors affects the stages of consumer decision-making
process. In order to understand this with clearance, here are the five stages that involves in the

decision-making process of the consumer along with the explaining the factors that affects the
stages of decision-making in the context of Amazon:
Need recognition- This refers to identify the needs and wants in relation of buying the product.
For example: Amazon is one of the biggest retailing company that performs the operations on
digital platform. The company advertise different products on the websites and creates large
number of options for the buyer. The buyer see the products and needs has been recognized in
relation of buying the product (Yassin, 2021). If a buyer wants to buy the cloths then firstly
which type of cloth has to buy will be recognized by buyer. This stage of decision is concerned
with the needs of consumer the Psychological factors of the buyer affects this.
Information search- This stage leads to create change in the decision-making process of the
consumer as the consumer gets more and more information in relation of the product. Amazon
provides that platform to the consumer on which large number of information can be gathered
(Shim, Shin and Kwak, 2018). The consumer takes more information so, they can be aware
regarding the satisfaction level that can acquire.
Evaluating the alternatives- This involves evaluating the different alternatives of different
products. This stage is influence by the social factors. As the consumers are highly influenced by
the society in which they live. For example: In order to buy the cloths, the consumer evaluates
different aspects such as on the site of amazon in relation of which brand is more fashionable or
affordable.
Purchase decision- Here finally, the consumer takes the decision in relation of purchasing the
products. After evaluating all kind of clothes and their advantages the consumer choose that
product that ensures high satisfaction along with affordable price. The economic factors affect
this as it involves the paying for the product. The chosen company puts all the efforts in relation
of taking the favour of buyer towards them.
Post purchase behaviour- It is that stage which affects the buying behaviour of other consumer.
The buyer that buys the product, analyse the satisfaction level of the product to other consumers
(Rundle-Thiele and et.al., 2019). As a result, the other consumer gets influence and gets the
desire of buying that goods.
2 Evaluation of black box model of consumer behaviour:
Black box model is one of the most effective and used model in the process of decision-
making regarding buying behaviour of the customer. This model greatly influence the consumer

decision-making process (Trischler, Pervan and Scott, 2017). This model has four part,
interaction of stimuli which include all environmental factors such as marketing stimuli which
include four 4P's of marketing, whereas environmental stimuli include all external factor such as
political and other. Next part is buyers black box which include characteristic of buyer which
include attitude and motivation whereas decision process may include problem recognition and
complete process. Amazon use Black box model of consumer behaviour to understand the
behaviour of customer and their buying preference.
At last part buyer response is important. There are certain factor influencing consumer marketing
decision such as:
Culture factors: culture of the consumer greatly impact the buying decision of the company,
every consumer belong to one culture which may be different from region to region. Culture
divide consumer into various social class and help them to select product according to their
lifestyle and wealth. Amazon target cultural factor to sell their product, they know that culture of
customer play vital role in the process. Amazon use block box model to understand movement of
customer in the market.
Social factor: black box model state that consumer buying decision greatly influence by the
social factor which include lifestyle and group in which consumer spend their social time. It is
very clear that customer get influence with the preference of friends and family. Other social
factor such as education and income level of people influence the buying decision of the
consumer. Amazon know that social factor are crucial in buying decision of the customer, this
company segregate their customer according to the social factor. Amazon have wide range
product which means social factor need to be take into account to sell their product.
Personal factor: personal factor means the personal need of the consumer in buying the product,
personal factor include, age and life stage, occupation, lifestyle and personality. Personal factor
in buyer black box highlight that personal taste and preference play vital role in the influencing
the buying behaviour of the customer. The black box model also affect the personality of the
consumer, this model state that psychological characteristic of consumer influence the buying
decision. Amazon know that personal factor of customer drive them to make purchase, this
company have wide range in their product mainly in personal care product, so if customer want
to make buying decision regarding these product the Amazon use personal factor Black box
model.

Psychobiological factor: psychobiological factor means the action of the consumer related to
psychobiological behaviour, every consumer make buying decision for some reason and black
box model state that consumer get influence with motivation level they need in making the
decision. Psychobiological factor may include motivation and perception of consumer and belief,
attitude and learning level. Amazon is one the most successful E commerce business
organization, the reason behind being successful is that this company clear understand the
psychobiological factor of customer and their next move in making buying decision.
3 Mapping out consumer decision-making process:
Customer journey map is one of the most effective tool or design to understand the
buying behaviour of the consumer (Hamilton and Price, 2019). Amazon use this map to
understand their customer who tend to purchase clothing product. This journey have certain step
which include:
Customer persona: creating a customer persona is very important for the company and its is
first step in mapping journey of the customer. Persona means details and information of the
customer which include name, age and demographic. Amazon use this step to identify the
persona of those customers who are looking for clothing product.
Deciding measure: deciding measure means creating a goal and understanding what measure
are to be take in achievement of those goals and objective. This one of the most important part
because this stage will allow business to take certain measure before starting the journey.
Amazon use this stage to decide what measure they need to take in achievement of customer who
are looking for clothing product segment.
Touchpoint: every company need to have ability to catch the trending touchpoint or have ability
to create their own touchpoint then they will tend to win consumer behaviour and make their
audience into potential customer. Amazon have these touchpoints which allow them to be more
effective in the mapping the decision-making process.
Data analysis: data analysis is one of the most important part in journey mapping of consumer
buying decision because this help company to understand previous successful customer journey
and set strategies accordingly. Amazon use data analysis to understand the behaviour of those
customers who have successful journey with the company mainly the clothing one.
Mapping buyer's journey: mapping here means focusing on three important part such as
awareness, consideration and decision. Every customer demand more personalized experience in

buying, business need to clear those barriers which faced by them in the process. Amazon when
mapping clothing segment customer try to use this stage of journey mapping which allow them
to be successful in the market.
Revise: revise is the last stage where the company revises the whole map before implementing,
business try to carefully look at every stage and understand the improvement. Amazon use this
stage to revise the map which they have made in the context of customer journey mapping.
SECTION 2
4 Determining the key similarities and differences of the decision-making in B2B and B2C
Similarities of decision-making process in B2B and B2C. The Amazon is that company which
performs their operation in both B2B and B2C context.
 Both the companies has to build trust in order to motivate the consumer and take their
favour towards the company.
 It is important for both the sector that they provide platform to their customer through
which the customer can make contact with them (Zuschke, 2020).
 The companies have to make a keen focus over the needs and wants of the customers and
on the basis of that the action has to be taken. One major similarity is that, both the sector has to make effective market research in
order to know the perception of the buyers. The chosen organization is effectively doing
this.
Difference in decision-making process in B2B and B2C:
 In B2B company need to build detail description for their customer, they need specific
and long description. Whereas B2C need short and easy description.
 In B2B company try to promote more rational message because company understand the
mind of customer. Whereas B2C company try to promote more emotional message to win
the mind of customer.
5 Evaluating the different approaches to market research & methods of research in order to
understand the decision-making process in B2B and B2C In context of Amazon The marketers used the different approaches in order to understand the consumer-
decision making process (East and et.al., 2021). It helps in taking the decision of the
buyer in the favour of the firm. As Amazon is one of the leading company in both B2B

and B2C field. Therefore, the marketer of the company is using effective techniques in
order to understand the consumer behaviour: Surveys- The company is using the survey method in order to make market research.
Under this, the surveys has been done by the company in order to know the different
aspects that are affecting the decision-making process of the consumers. Focused groups- This refers to focusing on the specific groups of the consumer. The
major element behind knowing the decision-making of the consumer is to understand the
perceptions of the consumers (Rėklaitis and Pilelienė, 2019). The chosen company see
their transaction and analyse which consumer is highly making transaction with them.
And for that particular group this market research method has been done. The questions
have been listed to the customers and their perception has been known. Personal interviews- It involves the open-ended questions. The marketer of amazon are
using this technique and ensuring the accuracy of data to the company. As the personal
interview involves the direct interaction with the customers. Thus, the accuracy of the
data is high.
 Observation- As the Amazon has the large number of consumers. The marketer of the
organization makes the keen observation over the transactions that has been made with
the number of buyers. The activities of the consumer has been analysed and on the basis
of that the firm takes the actions (Silva, Duarte and Almeida, 2020). The decision has
been made on analysing the different element of the consumer. Therefore, it influences
the buyer purchasing power.
6 Justifying the ways in which market research influence the consumer-decision making process
The surveys help in finding out the needs and wants of the customers and on the basis of
that, the company provides the products. The Amazon has approached the online surveys under
this the marketer ask different questions to the consumers and ask for their opinions and on the
basis of that the company gets the idea in relation of purchasing power of the buyer. Effective
market research helps in knowing the information that is required by the consumer in relation of
the product (Giannikas and et.al., 2017). Amazon company is providing complete information
regarding the products to the consumers. As a result, the consumers are making more purchase. It
has been found from various research that, the personal interview to the customer enabling the
firm to influence the customers and taking their favour towards the company.

SECTION 3
Influence on the decision-making process:
7 evaluation of 2 factors that influence the decision-making process:
Consumer decision-making process get influence with various factors which means a
business organization might need to look at those factor which are related to consumer (Mackey,
Elliot and O’Hara, 2016). There are two factors which greatly influence the decision-making
process such as:
Personality factor: when consumer decide to make buying decision, the first thing which
influence is personality or personal factor. It is very clear that consumer buy product for their
own need and personal essential want, personal factor such as lifestyle and taste and preference
greatly impact the decision. Lifestyle may include income and education level of the consumer.
Amazon have great customer base which greatly influence by the personality factor, Amazon
know that their product target the personal factor such as essential need and desired of the
consumer. The marketing strategy of the company target personal factor of the consumer to be
more successful in the market.
Cultural factor: culture play vital role in the decision-making process, every consumer is
connected with one culture which means they might have different taste and preference. Some
country have one main culture which is followed by every individual, they are further divided
into sub culture which help company to target audience more easily (Mothersbaugh, et.al., 2020).
Amazon knows the importance of culture and set their marketing strategies accordingly, they
know every consumer is connected with one culture which greatly influence buying decision of
the consumer. Amazon use culture as their main strategy for promotion for example recently
Amazon have run various discount promotion to win the festival session, they know in festival,
culture play vital role for their segregate this factor and promoted in different culture which was
successful in the market.
CONCLUSION
The above report has concluded that understanding the consumer behaviour plays the
vital role in the success of the organization. It Involves the understanding of all the factors and
aspects that impacts the purchasing power. The Amazon company is one of the leading company
is both B2B and B2C sector. The report has described the different marketing research method
that has been adopted by the company in order to understand the buying behaviour. Along with

this, the report has analysed the ways in which the consumer decision-making process impacts
the actions of the company.

REFERENCES
Books and journals
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strategy. Journal of the Academy of Marketing Science, 47(2), pp.187-191.
Kanagal, N.B., 2016. An extended model of behavioural process in consumer decision making.
Mackey, E., Elliot, M. and O’Hara, K., 2016. The anonymisation decision-making framework.
UKAN Publications.
Mothersbaugh, et.al., 2020. Consumer behavior: Building marketing strategy. McGraw-Hill
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communication processes. Organizacijų vadyba: sisteminiai tyrimai= Management of
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Industrial Marketing.
Stankevich, A., 2017. Explaining the consumer decision-making process: Critical literature
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Trischler, J., Pervan, S.J. and Scott, D.R., 2017. Exploring the “black box” of customer co-
creation processes. Journal of Services Marketing.
Yassin, C.A., 2021. Understanding Consumer Digital Consumption Behaviour in the Edge of
Social Media Platforms. Open Journal of Social Sciences. 9(10). pp.394-416.
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