Consumer insight and Behaviour : Assignment

Consumer insight and
Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Stages of consumer decision making journey .......................................................................3
P2 Understand the consumer decision making and its significance for marketers in context of
Coca-Cola....................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Differences in the decision making process of B2C and B2B...............................................6
P4 Various approaches and methods of market research used for understand decision making
process.........................................................................................................................................8
TASK 3..........................................................................................................................................10
P5 Influences of marketers on various stages of decision making process of B2B and B2C ..10
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................12

INTRODUCTION
Their are different kind of process regarding which decision making has been understand
by customers and on the basis of which knowledge can be enhance. Further, there are various
evaluation of substitutes along with their needs of recognition from research and buy various
goods and services that has been manufactured. Apart from it, in order to grow in particular
market place company require to make changes in their existing products and services that allow
them to take competitive advantages over competitors. Under this assignment the company
which is preferred i.e. which is Coca-Cola UK based largest beverage company and is the
leading producer and marketer of soft-drinks and it comprises of millions of employees that
provide their services at global level (Ali, A., and et. al. ,2011). Further this assignment discuss
about the stages of consumer decision making, understanding the consumer decisions, key
differences in decision making process, key approaches to marketing research or methods and
factors that influence the decision making under the process of B2B and B2C which help in
accomplishing the goals of business.
TASK 1
P1 Stages of consumer decision making journey
Consumer behaviour can be described as process under which there are many process are
undergo in which consumer go through many steps and thus then they have to make purchase
and it generally involves different kind of factors that will influence the decision making of
organisation and on the basis of which they are being utilised. Further, there are mainly
involvement of five steps which are involved in the whole process of decision making. Further
these steps are mainly related to the need of recognisance, search of data, evaluation alternatives
purchase available and post behaviour of clients. Further these steps guide the marketers how
they effectively communicate with various customers by the help of effective funnel. Further
there is one things that consumers does not move within the exact order within particular
process. Apart from it, this mainly depend upon type of product consumer is using along with
their financial status and performances. Five kind of stages which are describe below:- Need recognition:- The first step plays an vital role in overall operation of business and
helpful in decision making process of customers. Under this there is important to have
proper understanding of needs on the basis of which they are mainly taken and there is
element called need on the basis of which actual purchase of product and services are

made. In case of Coca-Cola they will provide flavours drinks to their target audiences
and taste and standard quality of product differentiate it from other competitors and
provide competitive edge over competitors. Research and collect information:- This is consider as second stage after recognising
needs and the main role played under it is related to collection of data and information
from various sources and evaluate them in such way which will provide maximum
return in future. Buying decision of costumer is generally based on the quality and
features that providing by firm compare with their expectation and on the basis of which
buying decision has been made. In case of Coca-Cola company research regarding the
taste and new flavour customer want in their products on the basis of which they satisfy
niche demand of customers. Evaluation of alternatives:- Their are different kind of ways or alternatives through
which needs and requirement of customers can be evaluated and the improvement they
made in their product and services through which they satisfy the needs of customers.
Further improvement can be done on the basis of quality, price and innovative feature
made in respect of their goods and services. Further, example can be taken from coca-
cola company in which innovative drinks has been developed by company on the basis
of which they satisfy needs and wants of customers (Bruwer and Buller ,2012). Actual purchase of products:- Under this stage decision has been taken by costumers
regarding what they have to purchase and what they not purchase. This will being
examined and determined by all the data they have collected in order to purchase the
products and services which help in satisfying needs and desire of customers at
optimum manner. For example Coca-Cola drinks are examined properly and on the
basis of which individual finalise the products services which he or she mainly will buy
the products according to their budget in order to satisfy the needs of costumers.
 Post purchase evaluation:- This is the last step under which decision has been taken by
considering all the facts and elements. Further they is also examination regarding all
over performance of workforce and feedback they get from costumers in which all the
strengths weaknesses in respect of product has been evaluated and on the basis of all
opinion overall improvement has been made which leads to better decision making.

Therefore, it is essential for Coca-Cola to consider all the above stages in order to maintain their
sustainability in external market for longer period and helpful in increasing the market share and
profitability of business.
P2 Understand the consumer decision making and its significance for marketers in context of
Coca-Cola
Their is also need of conducting overall behaviour of consumer which is very important
for marketer. Apart from it, it is highly advantageous for marketer to understand the living
standard of individual on the basis of which they analyse the idea regarding overall purchasing
power of customers along with having product which are easily destroy along with services of
individual or particular group. Further it will help in getting support and determine the multiple
costumer who express their opinion, thoughts along with their experiences and perception that
give the idea to marketer that how they satisfy needs and wants of customers.
If it consider on the aspect of marketer their main objective or aim is to promoting and
marketing of goods and services which improve their sales ratio and increase profitability of
business. Other major principles that helpful in generating the revenue or profit is to understand
the market changes and work on the basis of perception made by customers. In modern scenario
customer is consider as king of market because there are highly aware and educate in respect of
quality standard and prices fix in respect of products and services and if any company charge
higher prices more than MRP then he or she has right to file case against it. Now a days it has
been evaluated from detailed study in respect of selling product services and this will also boost
up the morale of individual in respect of buying the product that will help in enhancing their
sales. Therefore, it is important to understand overall procedure of decision making in respect of
consumer for marketer and this can be analyse on the basis of following factor stated below:-
 Acknowledging properly the buying behaviour of consumers (Chamlertwat and et.
al. ,2012).
 Determining and evaluating number of factors that affect the buying capacity of
individuals.
 Indulging new and innovative techniques in their products and services that attract
various costumers to buy the products in bulk.

 In order to expanding the market at global level and in order to becoming the customer
first choice management need to avail their items online so every one buy and consume
services easily.
 Formulating various types of market strategies and tactics at the time of introducing new
features in respect of product services and this must be done after analysing policies
adopted by rivalry so they easily beat all the challenges of rivalry.
 Marketer at the time of using various marketing promotion strategies ensure that it will
impact long lasting in the mind of target audience positively in order to increase the sales
and profitability of business.
From the above mentioned report there are different major factors and elements which help in
understanding the needs and requirement of customers which allow them to take the decision
making in respect of buying the products and services. Manufacturing different products and
services only with the motive of increasing the satisfaction level of costumers from their product
segment. Apart from it there are various kind of factors and elements that affect the overall
operation of business and under this most important is related to consumer behaviour that decide
the sustainability position of business therefore it is important for Coca-Cola to set up target
standard in respect of their clients on the basis of which they achieve their end results.
TASK 2
P3 Differences in the decision making process of B2C and B2B
B2B business:- This term can be described as process in which all the commercial
transaction exist between various businesses and parties involved under it are wholesaler, retailer
and manufacturer or in other word it is business which has been conducted between various
companies instead of individual costumers. Further, particular supply chain has been maintained
that involving various multiple business transactions under which company purchase raw
material and transfer the finished product to another dealer.
Business to consumer:- Under this transaction related to business conducted between consumer
and company who are consider as end user of products and services without any further transfer.
Under this chain the main objective is comprises of large customer base in which proper action
plan and strategies has been made between different business partners through which they can
carry out overall operations of business. Endeavours whose items are expended fully to the end
clients known as B2C consumer. Their are different types of elements or factors which are

indulging within this process and this will help in providing different exposure to various areas
which are not covered.
Different factors among B2B and B2C which stated below:-
Basis B2B B2C
Meaning There are different kinds of
goods and services which are
directly sold to another
business and does not include
the involvement of customers.
Their are various kind of
goods and services which are
directly consumed by end
consumer in which further
sales is not possible.
Customer Involvement of two business
parties
Involvement of different
customers.
Main focus Their main focus is to
developing the long term
relationship with their business
clients.
The ultimate aim of B2C is to
sale the products services
directly to customers.
Quantity of merchandise It can be larger because of
interference of various
business parties.
Can be small between of
directly sale to costumers.
Relationship Manufacturer are related to
wholesaler and then related to
retailers.
In this kind of phenomena
there is direct relationship
between retailer and customers
without the interferences of
middlemen in order to earn
more profits.
Horizon of relationship For longer period For shorter period
Buying decision Under this kind of factors or
elements the whole buying
decision is basically depend
upon needs, desire and
Buying decision is fully
depend upon the needs and
desires of customers.

relationship between different
business clients.
Selling cycle Selling cycle of B2B
procedure is complex and
lengthy.
Under this selling cycle is
comparatively smaller and
shorter in size.
If these terms apply in Coca-Cola context then from lifestyle point of view it is best suited from
B2C content marketing model (Darley, Blankson and Luethge ,2010). Few elements that go
into B2C marketing are stated below:-
Brand identification:- Consumer which are inclined towards brand products have favourable
opinion in respect of brand. For example Coca-Cola in which branding collateral towards
happiness and slogan like Have a coke and smile all fully attach to emotion of consumers. Other
two element in respect to it are:- Emotional impact:- If there is comparison of B2B with B2C then second one is highly
effective and has more demand for creating satisfaction, entertainment value and
connecting with people emotions. For example Coca-Cola present campaign is related to
share a coke played important role on their brand value by encouraging buyers to create
and share custom labels.
 Enhance value:- Other way for enhancing value by suggesting additional items that help
in getting more purchase of original items. By using various marketing promotional tools
like the Coke rewards in which customers are getting an opportunities to show their
loyalty in respect of particular brands.
Therefore, it is essential for business to consider all the pros and cons of B2B and B2C business
and select all those alternatives from these mechanism that allow them to increase their goodwill
and brand equity that leads to accomplishment of objectives.
P4 Various approaches and methods of market research used for understand decision making
process
Their is difference in the whole thought and research process between consumer and
company and efforts is made in order to increase the sales and profitability of business by
bringing efficiency in order to increase the efficiency and effectiveness of business. Costumer is

consider as most important element and consider as king of market which decide the overall
growth and sustainability of business. Further, it is essential for business to establish their own
policies and strategies that help them in satisfying the current needs and demand of customers.
Further, market research is one of the essential parts in today dynamic business environment in
which marketer need to collect the data and information from customer regarding their recent
needs and demand in relation to current products through which they can easily achieved all the
objectives of business. Scope of various research and development department is increasing
because of various fluctuation or variation arises in the current demand and trends of business
that help in achieving all the objectives of business (Dholakia and et. al. ,2010). Apart from it,
there are two research methods conducted under it are following:- Primary research:- Under this research all the information which has been collected are
original and not gather from other medium like Coca-Cola itself. Under this research
company selected some target audiences on the basis of which they find out what changes
is needed in respect of their products and services. Further, there is less chances of
inaccuracy and perfection is more but this approach is cost effective and time consuming
and this is very important to consider all the facts because of changing perception among
workers and it is essential to analyse market and select appropriate sample size in which
they easily achieve all the targets in effective manner. Therefore Coca-Cola require to
collect various data and information from primary source which they applied in their
products and services that leads to accomplishment of objectives and goals.
 Secondary approach:- This approach is less preferable as compare to primary data and
under this they have to collect the information and data from other source in which
various medium and modes has been utilised like social advertising, newspaper and
magazines in which various they used those data which are relevant and give better
outcomes to business.
In case of Coca-Cola it is preferable to use primary data because it provide them appropriate
information which are up-to date and it is important to know what can be through it and
regarding all the better outcomes from it.
Apart from it, Coca-Cola want to know the opinion and viewpoints of B2B that help in
knowing the actual needs of customers and it is helpful in getting the better and effective results.

Further, there are different types of policies and procedures under which changes need to be
indulge for better effectiveness. Steps of decision-making process are describe below:-
 Firstly they need to collect all the data and information through which they analyse all
situations. Further, it is important step on the basis of which targets has been
accomplished and technique of data research that discuss below which help in knowing
the demand of both retailer and customers.
 In dynamic environment it is not possible that company work on particular techniques so
they choose options through which they easily achieve all the target and goals.
 Through research there are various factors or elements which might be differ therefore it
is essential to analyse them on the basis of which they can improve their position.
 In case of negative results, it is essential for business if one option is not working then
switch to another option through which they earn higher profits and able to accomplish
their vision for which they are established.
TASK 3
P5 Influences of marketers on various stages of decision making process of B2B and B2C
Their are different process under which decision making of customers are made that
consist of five steps which are mainly similar to the steps and stages which are mainly involved
within the whole process of decision making of B2B market. Further, there are different aspect
that can help in encouraging to the customers and their main objectives that need to concern are
discuss below:-
 Their are many situations that help the marketer in taking the opinion and thinking of
leaders before reaching to end results. Further, taking an opinion and suggestion from
experience workforce help in taking rational decision-making (Durante and et. al. ,2010).
 Their are different kind of communication tools techniques which has been utilised by
company with an objective of creating needs desire of person and motivate them to
purchase the product of company.
 Research is need to carried out by marketer in which they focus on various factors and
elements which is turn help the company in the whole process of decision making and
alteration has been made in organisation structure that help in getting better outcomes and
result both.

Therefore, in modern scenario it is essential for business to understand all the needs and
requirement of customers in such dynamic world where the changes are made in the choice,
perception and thinking of customers that induces company to make necessary changes in their
organisation structure that allow them to take competitive advantage over competitors and easily
fulfils all the current needs of customers.
CONCLUSION
It has been concluded from above assignment that understanding the behaviour of
customer is essential in order to running the business for longer period. Further, different tools
and mechanism has been used by organisation in order to observe the insight of customer on the
basis of which changes are made in the existing products and innovative launching of new
product segment. Therefore, Coca-Cola need to understand the strategies of rivalry and then
execute their own action plans so that all the objectives of business can easily be accomplish.

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