Understanding and analysing consumers decision-making

Consumer behaviour

Table of Contents
Introduction................................................................................................................................3
Task-1.........................................................................................................................................4
P1: Explaining and analysing the stages of consumer’s decision-making journey...............4
Four views of consumers decision-making:.......................................................................5
P2: The importance of mapping a path for understanding the consumer decision-making
process in the context of Coca –Cola:....................................................................................6
Conclusion..............................................................................................................................8
References..............................................................................................................................8
Task-2.........................................................................................................................................9
P5: Contrasting the main differences of the decision-making process in the context of B2C
and B2B..................................................................................................................................9
The influence of culture and subculture on consumer behaviour:...................................10
P6: Evaluating the different approaches and research methodologies to understand the
decision-making process of buying......................................................................................10
Task: 3......................................................................................................................................13
P6: Evaluating the influences of marketers in the different stages of the decision-making
process..................................................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................14

Introduction
Consumer behaviour means the behavioural display of the consumers when they search for
purchasing, using, evaluating and disposing of products & services for satisfying their desired
needs (Schiffman, 2017). Consumers purchasing decisions are influenced by various factors
like personal, social, situational and psychological factors. Marketers want to know these
factors for offering better products and services to their consumers. This report has selected
the largest beverage company in the world Coca-Cola to meet the course requirement. Coca-
Cola was established in 1892 to manufacture syrup items for the Americans. Now Coca-Cola
is operating its business in more than 200 countries with their 2800 variety of products.
Nearly 600000 soft drinks of Coca-Cola are consumed by the global people every day. This
report will discuss the consumer’s decision-making journey for purchasing a specific product.
This report will also analyze the importance of mapping for marketers to understand the
consumer’s decision-making process. However, this report will also present the differences
between B2B and B2C decision-making processes.

Task-1
P1: Explaining and analysing the stages of consumer’s decision-making
journey
The consumer decision-making process means the process where consumers identify their
needs, collect available information to satisfy their needs, evaluate the alternatives for making
the final purchasing decision and evaluate the purchasing decision. The entire purchasing
decision-making journey of a consumer can be breakdown into six stages.
Figure 1: Consumers decision-making journey
Source: (Blythe, 2013)
This report will analyze the purchasing decision-making process of a consumer for buying
diet coke from Coca-Cola company. The stages in the purchasing decision-making process
are described in the following section:
Problem recognition: Consumers make a purchasing decision when they need any product
and services. Problem recognition is the entrance and the first step of any purchasing process
(Porter, 2014). After recognizing the need then consumers try to gather information to fulfil
their desired need. Generally, hunger, lifestyle and focus create the needs of purchasing any
products or services. For example, a consumer feels that he needs to fulfil his thirst then he
thinks about how he can meet his thrust. Then he decides to purchase a soft drink to meet the
thrust. Here when the consumer feels that he is thirsty and he needs to do something to fulfil
his need is the problem recognition stage of a purchasing decision.
Extensive search: After recognizing the need consumers look for available information to
fulfil their desired need. Consumers gather information to find out their options for making
purchasing decisions. Consumers collect their required information from Google, consultants,
knowledge, and physical location (Philip, 2018). Here, the consumer finds out that he can
purchase a soft drink like a diet drink to meet his thirst. The consumer gathers information for