PRO133 Unit 37: Consumer Behaviour and Insight

CONSUMER BEHAVIOUR
AND INSIGHTS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1 Determine the stages of the consumer decision- making journey for a given product/service
.....................................................................................................................................................3
P2 Determine the importance for marketers to map a path to purchase and understand
consumer decision- making.........................................................................................................4
P3 Determine the key differences of the decision-making process in the context of B2C and
B2B by giving specific examples................................................................................................5
P4 Discuss the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts..............................6
P5 Determine that how marketers can influence the different stages of the decision-making
process of B2C and B2B by giving specific examples................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Understanding the consumer behaviour is an important aspect that contributes towards
business success, when marketing is able to understand the consumer behaviour he/she can
develop the marketing offering as per the consumer demand and desires which further helps the
organizational to accomplish profitability and sales margin. marketer must analyze both
consumer behaviour and the supplier behaviour of the business in order to implement strategic
action to delivering and maintain the distribution channels of the goods and services. In the
context of Marks and Spencer which is a Brutish multinational organizational famously know for
delivering products and service like clothing, perfumes, accessories, baking services, food
revives, home improvement tool, flowers. It is London, United Kingdom founded on the year
1884 by Michael Marks and Thomas Spencer. This report covers the stages of consumer decision
making journey, the importance for marketer to map path to purchase and decision making,
differences of decision making process in both B2C and B2B, approaches of market research and
methods for understanding decision making process in both B2C and B2B, how marketer can
influence the decision making process of B2B and B2C (Benson and et.al.,2015).
MAIN BODY
P1 Determine the stages of the consumer decision- making journey for a given product/service
Consumer map is determined by the decision making process wherein the consumers
goes through different alternatives before reaching to the final purchase decision. The consumer
goes through different alternatives and stages before considering or choosing the apparels offered
by Marks and Spencer. Wherein the step if the consumer buying process involves problem
identification or need recognition which wherein the customer is driven by different external and
internal stimuli which acts like a motivation factors wherein a customer might feel lack of
something, which further drives an individual to purchase the offerings that will helps to
accomplish the need and solve the identified problem (Dootson and et.al.,2016). The customer
will feel buying new clothes which are trending and fashionable to look good, wherein the
customer can be driven by any of the internal and external factor like from Television, social
media, window shopping and others. The next stage of the consumer decision making process
involves the gathering the information, wherein individual gather information from the different