Consumer Behaviour and Insight

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1) The stages of the consumer decision making journey for a given product/service:........1
P2) For marketers to map a path to purchase and understand consumer decision-making....3
TASK 2............................................................................................................................................4
P3 Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B, providing specific examples...........................................................................4
P4 Evaluation of different research method and approaches which should be use by marketer
to analyse the and collect the information about consumer decision making process. .........6
TASK3.............................................................................................................................................8
P5 Evaluating different strategies of marketing which should be use by marketer to influence
the consumer behaviour..........................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
Books and journals ..............................................................................................................11

INTRODUCTION
Consumers are the group of people which invest their money in exchange of products and
services. Consumer behaviour is the mantel and emotional decision making process or a action
of customer to by like, dislike, select, or reject the products and services. It also include the
physical activities of consumers for product buying and rejection. (Balwant, 2018) The prepose
of this report is to study the consumer behaviour by analysing different customer decision
making process. Company is going to be discus is TESCO in comparison with some other
business organisation. TESCO is the super-mart in the UK. Topics we are going to consider in
this report are different stages of consumer decision making journey, why the consumer
behaviour is important in marketing mapping path, the key difference in consumers decision
making process of B2B and B2C context, evaluation of different method use by marketer to
research the diction making process in the prospect of both B2B,B2C and how the market can
improve the diction making process of B2B and B2C consumers.
TASK 1
P1) The stages of the consumer decision making journey for a given product/service:
The consumer behaviour towards the product is very attentive. The product which is
completing the need of customer is very rare but not difficult to recognised. Basic step of
customer is to followed in buying any product is based on need and decision-making. Decision-
making is a power of any customer which is generally used in purchasing of product or service
by comparing and analysing the product is that really fulfilling the need or not. If product is not
fulfilling the need of customer then product is denied to purchase, so basically this context,
defined customer decision-making power to buying any product, these are:
1

(Source: MARKETING THEORIES – EXPLAINING THE CONSUMER DECISION MAKING
PROCES, 2020)
Problem recognition: this is major and first approach taken by the consumer to buy any
product. Need recognition, (Kitchin, 2017) otherwise it is internally and externally which
response the result in same phase. At one time the customer identified what they want and they
just putting their time on selected product to recognise, how this product fulfilling the need and
they go step to step of this product to completing the need. If product is standing and completing
the need of customer then the consumer is ready to buy.
Information search: in this stage, customer researching about the product form those
where they get past interaction it may be positive and negative the motive is to collect the
information about product to further comparison on basis of quality and price. Customer may go
2