project

Project

Table of Contents
INTRODUCTION...........................................................................................................................2
Explain and analyse the stages of the consumer decision making journey for a given
product/service.............................................................................................................................3
Explain why it is important for marketers to map a path to purchase and understand consumer
decision-making...........................................................................................................................4
Evaluate how marketers are responding to the decision-making process, applying relevant
concepts and models....................................................................................................................6
Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B, providing specific examples................................................................................6
Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts..............................8
Evaluation of how different factors influence decision-making and buying behaviour,
supported by specific examples...................................................................................................9
Evaluate how marketers can influence the different stages of the decision-making process of
B2C and B2B, giving specific examples.....................................................................................9
Critically evaluate how marketers influence each stage of the decision making process with
reference to relevant methods and models applied....................................................................10
CONCLUSION .............................................................................................................................10
REFERENCE.................................................................................................................................11

INTRODUCTION
Consumer behaviour is the study of individuals, groups and companies which can help to
operate the business by offering kind of products and services. This is important for all
organisation to understand the needs of their customers and manages the organisational
profitability by satisfying them. This helps to know how consumers are reacting, emotions,
attitude and give preference to their products which can increase the organisational sales and
profitability in changing environment (Gilal and et. al., 2020). The management is responsible to
understand the needs and values and attitudes of their customers and provide them kind of
products which can attracts them and increases the business performance. This reports is based
on River Island that is high street fashion brand, operating business in world wide market. This
was founded in 1948, by Bernard Lewis in London, UK. The management of organisation plays
important role and control over all activities and performance in order to attain the business
goals. This report covers ability to map path, appropriate forms of research that influences
decision making process and marketers influences different stages of decision making process of
B2C and B2B.
Explain and analyse the stages of the consumer decision making journey for a given
product/service
In the market, consumers are the actor who plays many role in business environment that
starts from information provider, thinking about products, user to the payer and to disposer that
can help to make the effective decisions. The management should have strong bonding with
customers so they can evaluate the needs of people and make efforts to offer kind of products
and services. For example, River Island is larger size fashion retailing company that offers
products and clothing to customers and increases the performance. The customers wants to buy
new clothing according to trend so it make the buying decision after analysing process that are
as:

Illustration 1: Buyer buying decision process, 2017.
Source: Buyer buying decision process, 2017.
Need recognition – This mainly involves customers who need a products and services
which is analysed by observing that can help to make the right business decisions. If a person has
analysed their needs and get to know how their wants will be satisfied which can affect the
market and business activities. For example, people have identified that they wants new design
and trend of clothing which can help to make right business decision and increases customers
wants regarding products and services (Moschis, 2019).
Information search – Once people is well aware about their problem and needs then it is
required to solve it by gathering number of information. In this stage, people who have identified
their needs started to collect the information. For example, people are getting information
regarding different brand in clothing such as River Island, JD Sports, Primark and Mark and
Spencer that can help to select the right brand and products by getting information for all and
their delivery regulations.
Evaluation of alternative – As customers have collected the number of information
regarding different brands and their designs of clothings that can help to select the right option
out of them. For example, people goes River Island's websites and check the reviews regarding
products and services which are providing by organisation. This can help to collect the right
information about brand, quality and latest design that can be useful to select the items.