Understanding Consumer Decision Making and its Importance for Marketers

Unit- 37

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explanation addition to analysis of stages involved in consumer decision making journey
for particular product or service.............................................................................................1
P2. Explanation of the reasons related to importance of marketers to map purchase path
together with understanding consumer decision making.......................................................3
M1. Evaluation of different ways in which marketers are responding towards decision making
process by using suitable models and concepts......................................................................4
TASK 2............................................................................................................................................5
P3. Comparison and contrast of differences in decision making within B2B and B2C.........5
The similarities between B2B and B2C decision making procedures are only few. One is that
the procedures of decision involved in both are to solve needs and gain popularity among
other businesses and customers. Moreover, in both contexts The Tile Depart administrators
work to establish emotional and favourable connections of its products to that of consumers
and businesses........................................................................................................................7
P4. Evaluation of distinct approaches concerned with market research as well as methods of
research that are used to understand decision making process in context of B2B and B2C..7
M2. Providing coherent addition to justified evaluation of various ways distinct factors
influences decision making together with behaviour of buy products or services.................9
TASK 3............................................................................................................................................9
P5. Evaluation of mechanisms in which marketers can influence stages involved in decision
making process of B2C and B2C...........................................................................................9
M3. Critical evaluation that shows the mechanisms adopted by marketers to influence stages
of decision making process..................................................................................................10
D1. Critical evaluation of application of theories and models which impacts addition to
influence on decision making process..................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In modern era, understanding consumer behaviour is essential for all enterprises for
recognising needs of targeted audiences and meeting them successfully. Consumer behaviour is
mentioned to the study which helps in recognising about individuals or organisations in the
manner they makes purchase and uses physical items or intangible services for satisfying wants.
Present report is concerned with The Tile deport which is medium sized enterprise which is well
popularise as ceramic tile retailer in Shoreham, UK. It is independent owned business set by
Mike Flynn at Shoreham in 1989 (The Tile Deport, 2019) . The company supplies wide number
of trade tile at affordable range without compromising with quality. The report highlights stages
of consumer decision making, reasons for importance to marketers to map purchase path along
with understand decision making of consumers. It further involves differences and similarities in
B2B and B2C decision making. It also evaluates approaches and methods of research in context
to B2B and B2C. At last, evaluation is don e regarding the ways marketers influences decisions
making of both B2B and B2C.
TASK 1
P1. Explanation addition to analysis of stages involved in consumer decision making journey for
particular product or service
Consumer behaviour is termed to a branch that deals with wide number of stages in which a
consumer goes through prior of buying products for end consumption or usage. There are various
reasons for which an individual purchases goods and goes through with all the stages (Ashman,
Solomon and Wolny, 2015). For example, The Tile Deport managers have empowered its human
resources to monitor current and emerging trends in order to set operations of tasks for coming
duration and gain success. For this context, marketing analysts of the company analysed the
ways in which customers of the business makes their decision to buy the tiles and also focused
on the specific tile which is more on demand among organisational customers. For this, the
company recognised the needs of its product that is floor and wall tile through the following
consumer decision making stages:
Problem Identification: The stage in which unmet needs are recognised is said problem
identification. Customers feel that they are missing something and it need some product to get
the life normal. In this stage, marketing analysts of The Tile Depot assist customers to identify
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the problem and solutions in context to the tiles they should use in there houses which mill make
it more attractive.
Information search: Consumers searches wide sources and collect information for the
commodity which can meet recognised need (Bharwani and Jauhari, 2017). Marketing analysts
of the entity makes attempts to get the brand into awareness set as well as choice set of
prospects. Herein, customers of The Tile Deport will read newspaper, watch television, use
social media platforms, contact salesman, visit organisation premises, discuss with friends and
close one for trying possible informational sources for gathering positive or negative reviews
about the product.
Alternative evaluation: From collected information about the brands, consumers undergo
to evaluate all. In case with consumers of The Tile Deport, they considers various criteria to
evaluate alternatives that includes benefits offered by certain brands, price charged for the
product, popularity or image of the brands, dealer ratings, performance and quality offered and
so on. In this context, marketing analysts helps them in making evaluation through advertising
comparative tables that helps consumers in evaluation and moving towards further stages.
Purchase decision: In this phase, marketing analysts of company focuses on three factors
that are attitudes of others, unanticipated situations and consumer’s perceived risk that can
hamper the purchase decision of consumers (Bronner and de Hoog, 2014). In case with The Tile
Deport, consumers after recognising needs, collecting information, evaluating brands and many
more reaches to make purchase for Floor and Wall Tile that will make their houses huge
innovative and attractive.
Post purchase decision: It is seen that consumers makes purchase for product with
particular expectation. After performing various actions, there are some possibilities of variation
among expected and actual satisfaction level. in this, marketing analyst will take feedbacks and
recommendations from the customers who purchased its Floor and Wall tile so to analyse
whether the company succeed in meeting satisfaction level or not.
Different consumer decision making level:
A consumer makes decision under certain level. Some of the levels through which
consumers of The Tile Deport makes decision are underneath:
Routinised problem solving: In this level, there is little involvement of an individual in
selecting product, makes quick decision and makes frequent purchase of low cost commodities
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