Consumer Behavior Insights

This report discusses the decision-making journey of consumers, the importance for marketers to understand consumer decision making, and the difference between B2B and B2C decision making process. It also explores the impact of different factors on decision making and buying behavior. The report is based on Amazon, a well-known ecommerce company, and provides insights for better marketing strategies.

Consumer Behavior Insights

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Task 1...............................................................................................................................................3
P1) Explain different stages that are adopted in decision making journey of consumer for a
given product or service...............................................................................................................3
P2) Discuss importance for marketers to map a path in terms of understanding consumer
decision making...........................................................................................................................5
M1) Evaluate response of marketers towards decision making process with the help of
appropriate concepts and models.................................................................................................6
TASK 2............................................................................................................................................6
P3) Differentiate between decision making process in context of B2B and B2C with the help
of appropriate examples...............................................................................................................6
P4) Discuss different approaches and methods of market research used for better decision
making in context of B2B and B2C business model...................................................................8
M2) Evaluate impact of different factors on decision making and buying behavior with the
help of appropriate examples.......................................................................................................9
TASK 3..........................................................................................................................................10
P5) Evaluate the way in which marketers can affect stages of decision making in B2B and
B2C business models.................................................................................................................10
M3) Critically evaluate the marketer influence each and every stage of decision making
process with relevant model.......................................................................................................10
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12

INTRODUCTION
In business, consumers are considered as essential part of business as they are purchase
goods and services of company & driven sales. While purchasing any product, consumers
analyze a lot of factors and then take the last decision. In addition, there are a lot of approaches;
strategies, tactics are used by managers to gain the attention of buyers (Parkinson, Schuster and
Russell-Bennett, 2016). The present report is based on Amazon which is a well known
ecommerce company and was founded in the year of 1994. Now, the organization is undertaking
extensive consumer market research to get insights regarding needs and wants of customers. In
the current report, decision making process of consumers is discussed along with the comparison
between decision making in context of B2B & B2C. It also includes different approaches and
methods of market research to understand the overall process of decision making in an efficient
manner.
Main Body
Task 1
P1) Explain different stages that are adopted in decision making journey of consumer for a given
product or service
Consumer decision making refers to a complete process by which consumers identifies
needs and eventually purchase a right product and services to meet with those needs in best
possible way. Here, consumers take the decision what to purchase and what not for utilizing
available resources in an appropriate manner. For this purpose, different types in term of
consumers decision making are mentioned as under:
Extensive problem solving: In this, consumers have not specific preferences in terms of
brands and products. They do not use any predefined criteria for evaluating brands so marketers
required to provide ample of information to customers in order to help them to select best
suitable brand. For instance, Jewellery, real estate, automotive and more are fall under this
category (Stancu, Haugaard and Lähteenmäki, 2016).

Limited problem solving: Under this, customers have already a particular criteria for
evaluating different brands. Generally, they prefer a particular brand but also seek for additional
information in order to make better purchase decisions. For instance, Laptop, Mobiles, Clothes
and other such kind of products are fall under this category.
Routinized response behavior: In this, customers already have prior experiences with
products and they have some predefined criteria on the basis of which they evaluate different
brands. Sometimes, they also seek for some additional information but generally go ahead with
the information and fact they are aware.
Views of consumer decision making
Economic view: According to this view, consumer needs to aware about different alternatives
present in the market. Also, they need to able to categorized products as per efficiency and then
select one of the best product for meeting with requirements (Bamossy and Solomon, 2018).
Passive view: In this, consumers are likely to be impulsive and irrational during purchase. They
are likely to purchase products and avail services without considering a lot of factors.
Stages of consumer decision making process:
Problem Recognition: It is the first step of consumer decision making under which
consumer feel that they are in problematic state and need a relevant product & service to get rid
from the problem. Here, they develop a particular need and want which they wish to satisfy
(Szmigin and Piacentini, 2018). So, there is also a scope for marketers to advertise their products
and services at wide level so that customers get to know about their problem and find suitable
products to meet with those issues in an efficient manner. For instance, if a customer needs to
attain a meeting for which he/ she needs to purchase formal clothes from Amazon and other
websites.
Information search: After problem recognition, customers often search for a particular
product & service that will help to resolve their problem effectively. For this purpose, they seek
for a lot of brands, gather options to take better decision. Sometimes, customers also take

decision on the basis of their past experience. At this stage, customers will search for necessary
information from different sources to purchase the product. Here, customer can take information
from internet and also from acquaintances to make better decision.
Evaluation of Alternatives: Under this step, customers evaluate different alternatives on
some predefined criteria such as price, quality and more. Now, there are a lot if brands available
for a particular product. So, customers have wide choice to select an appropriate product by
which they can satisfy needs and requirements in an efficient manner (Culiberg and Mihelič,
2016). In this, customer will evaluate different brands as well as websites for making better
purchase, Here, customer will review the brands available at Amazon and other websites in order
to fulfill requirements in an efficient manner.
Purchase Decision: Here, customers actually buy the product & service. After getting all the
information related to reviews, feedbacks from existing customers, they take the last decision to
purchase product (East and et. al., 2016) . At this stage, it is vital for marketers to maintain
positive brand image so that customer give preference to their product over competitors. After
getting all the required information, customer needs to take the last decision for purchasing
product.

Post purchase evaluation: Now, consumer decision making process is not completed at
the time of last purchase but marketers also try to keep in touch with buyers after sales. For this,
they provide repair and maintenance services for product, sent greetings to customers, take their
feedback & suggestions. Post purchase evaluation is also important to maintain loyal customer
base that will stay with company for longer run (Schultz, 2016). Here, Amazon needs to get in
touch with customer after purchase and needs to take their reviews on shopping experience from
website.
P2) Discuss importance for marketers to map a path in terms of understanding consumer decision
making
Customer path to purchase:
Here, customers go through with a lot of steps before eventually by a product. First, they
identify a problem for which they like to have a solution. After then, they collect appropriate
information about different products and services. Then, they are likely to evaluate all the present
alternatives on the basis of a lot of criteria. After, evaluation they purchase the product and
service. At last, customers also wish to get post purchase services for better experience.
It is stated that customers consider ample of factors while purchasing a product and
service. There are a lot of steps included due to which consumers eventually buy a product. It
starts from need recognition and ends at purchasing product to meet with predefined needs and
requirements. In this regards some factors which influence decision making process of customers
are mentioned as under:
Internal Factors: These factors comprise feelings, behavior, attitude, personality traits of
an individual which eventually affect their buying decision. It is analyzed that different people
have different life style, roles which influence their buying behavior in significant manner.
External Factors: There are a lot of external factors that also influence overall
purchasing decision of customers. These factors are culture, subculture, technologies and more.
It is analyzed that culture plays a significant role in influencing decision making of customers.
Influence of heuristic on decision making: It is stated that heuristic is a mental situation
under which customers take decision on the basis of their present mental status. This behavior

put a great impact over decision making of customers. For instance, if they are happy then they
are more likely to buy a product and service. If, they are in aggression, anxiety then they are
likely to avoid the purchase.
Impact of marketing mix elements: There are a lot of elements such as product, price,
place and promotion are included in marketing mix. These elements significantly affect buying
behavior of customers. For instance, some customers are price conscious thus look for cheaper
products. Apart from this, place, promotion also influenced buying decision of customers in an
efficient manner.
Impact of new technologies: Influence of new technologies: In this, there are ample of
new technologies such as ecommerce websites, online shopping that have been changes the past
trends of shopping. (Lichy and Kachour, 2017) These new techniques are helpful in providing
better shopping experiences to customers. There are a lot of techniques such as online
transcation, payment, easy deliveries are provided to customers due to rise in technology.
Further, there are a lot of ecommerce websites such as EBay, Amazon, Flipkart and more which
provide easy shopping facilities to customers. These techniques put a great impact over
consumer buying behavior by providing them great ease and convenience.
Importance for marketers of mapping path to purchase and consumer decision making
 Customers are crucial stakeholder of business and there is a complete journey that is used
by customers to eventually purchase a product & service. By majoring overall process of
customers decision making, managers are able to cope up with shortcomings of
purchasing process thus able to provide better experiences to customers that will able to
generate more sales & revenue.
 In addition, it will also help managers of Amazon to meet with needs and requirements of
customers in an efficient manner. By this way, they are able to get the touch points during
purchasing process. So, they will be able to prepare pre and post purchase strategies to
attain predefined goals.

The most crucial benefit of mapping customer journey is to get valuable as well as essential
information regarding existing as well as potential customers. It will help to managers of
Amazon to formulate effective strategies for gaining better results for future growth and success
(Dörnyei and Gyulavári, 2016).
M1) Evaluate response of marketers towards decision making process with the help of
appropriate concepts and models
It is analyzed that customers go through with a complete process while purchasing a
particular product and service. This process includes a lot of steps such as problem recognition,
searching information, evaluation of alternative, purchasing product and post purchase
evaluation. Here, marketers also need to respond as per the journey of customers. At first step,
they need to undertake extensive promotion and advertisement techniques. They also need to
adopt effective marketing strategies to make a strong position of brand so that customers prefer
their brand while evaluating different alternatives. Now, marketers also use appropriate post
purchase services so that customers stay with company for longer run. Therefore, it is imperative
for marketers to have thorough understanding in terms of decision making process of customers
to attain predefined marketing objectives within stipulated period of time.
TASK 2
P3) Differentiate between decision making process in context of B2B and B2C with the help of
appropriate examples
In market, there is two major business models present such as B2B and B2C. Here, B2B
refers to business to business transactions on other side B2C is regarded as interaction between
business and customers. Both, models are completely different from each other thus there is
different decision making process are used in context of B2B and B2C. For this, difference
between both models is mentioned as under:
Basis B2B ( Business to business) B2C (Business to customers)
Meaning It refers the transaction of
goods and services between
Here, goods and services are
exchanged between business

business entities to meet with
their needs and requirements.
entities and customers with an
aim to earn higher revenue
and profit margin.
Quantity of merchandise In this, quantity of goods and
services is large as it is
executed between business
entities.
On other side, there is lower
quantity of products and
services are exchanged
between customers &
organization to meet with
specific needs of end users.
Relationship Here, the products are
provided from manufacturer to
supplier then wholesaler and
at the end the product to
retailer. So, there is a long
cycle is used for supply and
distribution.
In this, customers can directly
purchase products from
retailer. So, it helps to
formulate better relationship
between both the parties by
minimizing involvement of
any third party in transaction.
Decision making It is analyzed that decision
making process in B2B
context is based on planned
logical as well as rational
decisions. These decisions are
taken by business owners for
earning substantial amount of
profit.
In this, decision making
process is based on emotional
needs, wants and desires.
Here, customers purchase
product and services to satisfy
their own requirements in an
efficient manner.
Examples  It is sated that Amazon
is considered as a great
platform for B2B
business where a
business entity can
easily meet with
 In Amazon, they are
also working in B2C
platform where
products and services
are directly exchange
between seller to end

requirements of other
business seller. It is
possible with that
Amazon B2B seller
program which is
specifically designed
to cater the needs of
business sellers and
buyers.
 An online retailer who
is selling furniture to
other business entities
for meeting with
business requirements
is an example of B2B
business.
users without
intervention of any
other parties.
 The other example of
B2C transaction is a
customer purchase
furniture for personal
use. Then two parties
are likely to involve in
transaction seller as
well as buyer.
With the above information, it is analyzed that there is huge difference between B2B and
B2C business model. So, decision making process in both context also differ in significant
manner. In B2B, decisions are planned and taken by applying great knowledge and rational. In
B2C, decision are taken by end users which often based on emotions, behavior, needs,
requirements and other such factors.
P4) Discuss different approaches and methods of market research used for better decision
making in context of B2B and B2C business model
Research method
Primary research method: Under this, researcher collects information through own
efforts. The data which has been collected through primary approach is completely raw and
authentic as it is gathered by researcher on fair basis. Thus, it is considered as one of the better
approaches of market research. There are different sources such as survey, interview,
observation and more are imperative part of primary research. It will help to get detailed insights

regarding behavior, attitudes of customers to meet with their needs & requirements in an
efficient manner.
Qualitative methods: This is a crucial approach of data collection by which managers can get
detailed information from B2B customers. It helps to gather detailed as well as indepth
information that will help in taking better decision.
Secondary research method: In this, information is collected from already available sources
such as books, journals, websites and more. By this way, researcher can gather vast information
in time as well as cost effective manner. For the current report, secondary data has also been
gathered from B2B and B2C customers to take appropriate decisions.
Market research approches for B2B model
Focus Group: It is widely used approach for market research that helps to gather detailed
insights and in depth information for a particular group. By this way, marketers are able to
collect detailed information regarding perception, behavior of customers that will help to prepare
effective strategies to attain predefined goals & objectives. With this organization is able to
prepare appropriate strategies for target audience that will help in gaining appropriate
information about needs and requirements of target audience. In reference of Amazon, they use
this method for collecting information from market place in order to prepare appropriate
strategies for business growth and success.
 Advantages: It helps to collect detail information and enable marketers to prepare
significant strategies to drive more sales and profitability.
 Disadvantages: It is analyzed that this method is time consuming as researcher needs to
devote higher time for collection of appropriate data & information.
Observation: Under this, managers observe behavior, attitudes, actions of customers in an
appropriate way. Here, marketer need to stay careful as there is higher probability of biasness
and inappropriate assumptions as they do not interact with respondent rather collect data only
through observation. By this marketing managers of Amazon are able to observe behavior of
customers in an efficient manner to prepare necessary strategies.

 Advantages: This is a simple method by which significant information can be gather in
time as well as cost effective manner.
 Disadvantages: There is lack of clarity in this method as marketer does not have any
predefined criteria to observe response of customers.
Market research methods in context of B2C business model
Interview: Interview is generally includes open ended questions to interact with
respondents in an effective manner. Under this, managers get response from a small number of
business respondents. This is based over personal interaction between both parties’ researcher as
well as respondents. So, it is easy to get detailed and indepth information. In reference of
Amazon, they use this method with an aim to collect detailed information from business
respondents.
 Advantages: With the help of this method, marketers are able to gather in depth
information that will help to prepare appropriate strategies to ensure betterment of
company.
 Disadvantages: This is a time taking process as here managers need to devote a lot of
time to conduct interviews and gather the response from relevant people.
Survey: In this method, there is a survey conducted by marketer to gather necessary
information. They can conduct survey online as well as offline through questionnaire and more.
It is considered as the crucial way of collecting detailed information within time and cost
effective manner. In reference of Amazon, they can gather detailed information from respondents
by conducting survey in an appropriate way.
 Advantages: By this, investigator can gather relevant information by personally
interacting with respondents that will help to take appropriate decisions.
 Disadvantages: This method is considered as one of the cost consuming and time taking
method which requires higher time as well as cost to conduct survey in an efficient
manner.

M2) Evaluate impact of different factors on decision making and buying behavior with the help
of appropriate examples
Cultural factors: It is sated that different people belong from different culture so their
buying behavior is also affected with the prevailing values, beliefs in their respective culture. For
instance, there are different kind of dresses are wear at weddings within different countries. So
buying behavior of customers will be highly affected with the culture in which they are living
from several years.
Psychological factors: Human psychology plays a significant role in affecting their
behavior. There are different factors such as motivation, perception, learning, attitudes and more
are included in psychological factors. For example, sometimes, consumers develop positive
attitude towards a particular brand which affect their buying behavior in significant manner.
TASK 3
P5) Evaluate the way in which marketers can affect stages of decision making in B2B and B2C
business models
Influence of culture and sub culture:
Culture: It is analyzed that buying behaviour of customers is highly influenced with the
culture they belong. Also, culture affect individual during upbringing and further influence their
buying behavior in significant manner (Horner and Swarbrooke, 2016).
Sub culture: Sub culture also affect buying behavior and pattern. It is started that males
and females are have different characteristics and traits which further classify them in different
sub groups and also affect buying behavior.
Pattern of buyer behavior
It is stated that business customers and end users both are affecting with the marketing
approaches in significant manner. At initial stage, they recognize a problem and look for a
particular product & service to cope with the problem. With effective marketing approaches,
marketers arouse needs and wants in customers. They make customer realize how their product
can resolve the problem of customers in best possible way. Further, marketing approaches also

help customers at the stage of selection and evaluation. Here, effective branding practices help
marketers to gain the attention of buyers so that they prefer their products & services over others.
At last, marketers also affect buying decision of customers by providing necessary post purchase
services. It will help to formulate positive brand image of company in the mind of customers so
that they do frequent purchase from organization. For instance, advertisement helps to generate
needs and wants of customers thus they purchase necessary products to gain higher level of
satisfaction.
Role of opinion leaders in influencing purchase decision
Opinion leaders are the well known personalities who have great influence over
customers. They can be celebrities, politicians, motivational speakers and other person. They are
likely to considered by customers as their role model thus they follow the activities of opinion
leaders. People are more likely to buy such products which are used or even promoted by their
opinion leaders. By this way, opinion leaders have great influence over purchasing decision of
customers.
M3) Critically evaluate the marketer influence each and every stage of decision making process
with relevant model
There is a complete process used in decision making which included several steps such as
problem recognition, searching information, evaluation, purchasing and more. Here, marketers
are involved in each and every step. They affect each step from problem recognition to post
purchase evaluation through effective marketing approaches.

CONCLUSION
With above discussion, it is concluded that consumers are vital for business and use a
proper process to take last decision of purchasing a product. There is a process includes several
steps such as recognizing problem, gathering information, evaluating alternatives, purchasing
and post purchase evaluation is used in the journey of consumers to purchase a product.
Discussion has been carried out regarding influence of marketers in decision making process in
context of both B2B and B2C business models.

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