Consumer Behaviour and Insight

This report focuses on studying consumer behaviour and decision-making process. It covers the stages of consumer decision making journey, mapping a path to purchase, comparing B2C and B2B decision-making, evaluating research methods, and strategies to influence consumer behaviour.

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:
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(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
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for option by physical location or consult on the online front market resource, such as google and
customer rating and review about the product.
Alternatives evaluation: at this stage of consumer’s decision-making process, the view
of buyer have formulate criteria for what they want specification in a product. (Paull and
Whitsed, 2018) Now they just analyse the view and they followed the comparable setting which
is majorly based on the pricing decision. Moreover, alternatives have lower price then the
original product which is viewed or try to purchase by customer. If the need of that product is
fulfilled by any substituted product. Then consumer must change their decision and buy the
alternatives product at low price cost such as in sale calls the competitor know what a customer
want and need, they go with the demonstration with completing the need of customer by product
specification.
Purchase decision: in this stage, consumer have been waiting for actual purchase of
product which is chosen to buy and that product fulfilling the need of customer expectations.
When customer gathered all the facts while going with rating and review, generally a feedback of
the product is ready form the past customer, then the consumer arrive at a conceptual term on the
product or service to purchase.
Post-purchase evaluation: this stage is of consumer decision-making process involves
reflection form the both side consumer and the seller. This is indicative behaviour of the product
which show the completion of demand of customer need and fulfilling the expectations of
consumer’s
P2) For marketers to map a path to purchase and understand consumer decision-making.
The understanding of consumer buyer behaviour in base of decision-making since form
last the most of the consumer have same potential and has similar information about the product.
They usually followed the identical step for making purchasing decision. But at present time the
consumer change their aspect to buying the product due to more options (Larijani and Saravi-
Moghadam, 2018). And firm are take steps to understand their customer different path and
purchase decision. Marketing experts propose many of new concept and format for the consumer
decision journey map. There are six stage journey that start with the evaluation before
transitioning into loop that include only four basic stage that is buying, experiencing, advocating,
and bonding. This represent the journey of linear path but instead of single starting and ending
points there are number of entry points. Organisation have also strive to identification the path or
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length or their customer decision. Which depending upon the product and services. For many
reliable customer have initial stage which include an expanded shopping phase. During this
phase, user go through many feedback terms it may be online review and rating which is given
by the past customers. Use search browsers to learn more about the brand and the product. Visit
on the physical retail shop see the product and get the relevant information and set a deal for
purchase called bargaining (Anagnostopoulos and Papadimitriou, 2017). The main aspect of
this, when mapping of the customer decision is taking place, the businesses may also find the
useful to take their research a step ahead to normal practices. The organisation should
determined their customer and most passionate and most purchase path to identified place to
intervene. Sometime psychology factor arrives in the customer decision journey mapping once
they are mapped out their customer decision then the marketer begin to target the audience
actively. There are many marketer who are being understand the psychology of purchasing and
consumer behaviour which is important to make the decision by marketer and consumer.
(Source:The Marketing Tunnel vs. The Consumer Decision Journey. What’s next? 2020)
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This leads a good role, experience of customer is going better then it may results in more
satisfied customer who become loyal an brand advocates that is long term selection of consumer
for a products or service which help the organisation for a long duration. In this all the
psychology play the wide role in both the aspect it should be mapping and guiding the decision
journey. Now understanding important psychology concept will help marketer to became more
effective in targeting the customer on the basis of their need and want. Communication is the
right path about the product demonstration. The specification or say that elaboration of any
product in a special form help to customer to identifying their need and make a comparison with
other this is the basic psychology of customer to know usefulness of product. Every customer
have their own expectation and need which they usually try get from the product or service. As a
marketer try to convince and make clear about product how it is useful and completing the need
and expectation of customer.
TASK 2
P3 Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B, providing specific examples.
B2B is the type of business where production industry target the retailers to sell their services
and product, it known as business to business (Pastra, , Gkliatis and Koufopoulos, 2017). B2C is
a type of business where an organisation or company, target the customer who by the product for
their personal use it refer as business to customers. And in both type of business they faces some
smilier and different kind of customer behaviour.
Basis B2B B2C
Meaning They soled their product and In the type of business they
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services to other industry's and
company's for business
prepose.
soled their goods and services
to the final user of those
products.
Customer In this type of business
customers are, other firms and
company's. who want a profit
satisfaction from product and
services which they can buy
for their small businesses.
Example Walmart who run
their retail business by souring
product and services form
other production industry's
such as equate, grate value.
In this type of business
consumer’s needs and
emotional satisfaction is
considerable and essential.
TESCO soled their products to
the end user consumers
(Belschak-Jacobs, 2018).
Focus Their focus is to conduct
meetings to understand the
requirements of retailer and
other firms on the basis of
present market needs.
The main function of this
business is to either produce or
source the customer
satisfactory product.
relationship In B2B type of businesses they
need to make strong
relationship with both the
business customer as well as
end user consumers.
In this B2C type of businesses
they need to make strong
relationship with both, the
final user of product and
services as well as with the
suppliers, wholesalers,
manufacturers.
Examples Equate to walmart, OYO
rooms to hotels its a vice
versa.
Uber to consumers, travelodge
to customers
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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.
There are the multiple types of method's and techniques which help in the step by step analysis
consumers behaviour towards the brand. The research methods use to analyse consumer's
decision making process is marketing research done multiple steps explain below.
Marketing research: Its a part of marketing function which use to analyse the different
elements impact the growth company and selling of product. It function is to analyse, evaluate
and collect the information related to the market place, product,customers, services, competitors
for new business plan as well as for the modification of current project in order to increase the
profit and reduce the loss of the profit. Its involve the SWOT and PESTLE analysis which helps
the organisation to find out their strength, weaknesses, opportunity, threats (Nwali, 2018). All so
aid to analyse the competitive forces of different factors of internal and external environment.
These framework helps to identify and solve the rising problem of company. Marketing research
is also important in the STP (segmentation,targeting,positioning) process. The steps involve in
the marketing research is done by primary, secondary and primary-secondary data collection.
Primary collection of data is called first hand data this process is done by organisation by the
helps of different techniques such as online survey, qualitative interview's etc. secondary data
collection is means the extraction of information from previous records of company, video
reviews, comments of consumers. Types of approaches which can be use by marketer to collect
the informations is explain below.
marketing research approach in B2B: The analysis of customer decision making
process, in prospect to B2B Is easy in comparison to B2C due to the minimum numbers
production industry's in the market. Marketing research is important for B2B in order to
understand the market competition.
In the B2C the research is more complicated as there are the huge number of suppliers of
goods and services for the end users of products. The number of the customer is also to huge
that's way it is that much complicated. The brief explanation of research method's are explain
below.
Competition research: For B2B consumers behavioural analysis the primary step is to
analyses the competitor marketing strategies so that it aid to understand that the pricing and
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product variety of competitors. It helps to analyse, that way the customers are moving towards
the other brand, which strategies of other company's are attracting the customer. After that
analysis, organisation can reformulate their businesses plan to re-attract and influence the
consumer's (Färm Grufman and Roth de Albuquerque, 2018). Decision-making process of
consumer's is obvious to get influencing by the competition-al company through their offers so it
is important conduct the competition research.
Qualitative interview's: This is the expert approach which involves the appointment of
experts who posses the grate knowledge of competitor company's, market and marketing
strategies. They smartly and critically evaluate the marketing competition, as in the grate value
industry's they always use to do qualitative interview's by investing the highest amount of money
to conduct that process by appointing the best adviser for the collection of qualitative
informations.
Market research method's for B2C: for B2B business, consumer behavioural analyses
is the important thing is to find out the customer mental, physical and emotional needs. the other
thing which has to be understand that is competitor product, services, pricing and quality. All
these factors combinationally effects the customer behaviour. So it should be analyse to
influencing the consumer and improving the business plan. Methods are give below.
Face to face interview's: By the help of this method company can easily get connected
with the individual or with group of customers. For that conducting face to face interview's they
need to be preparer and should give the interview proposal to their customer by some offers so
that customer can give time for interview. This method helps to understand the needs of
individual customer and aid to make relationship with the customers. To organize this method
company should use the effective content and attractive subject to talk in relation with the
product, services, and organisation offers.
Online survey: these days its a very effective method for understand the consumers
buying actions. As online survey is related to internet which offers the different sites and apps
through which company can easily get connected with the millions of peoples at single site in
same time (DURAC, 2017). It helps to get interact with the customers in comfortable manner so
that they can effectively and easily represent their point of view. Which aid the organisation to
understand the customer further needs, demands, and also the present strength of the products.
The fulfilment of consumer's demands is important to retain the customers. For online surveys it
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is important to be clear about the statements, products and services to prevent the conflict.
TESCO is conducting regular online surveys to get the large information of customers in order
in improve the business strategies.
TASK3
P5 Evaluating different strategies of marketing which should be use by marketer to influence the
consumer behaviour.
To influence the customer purchasing division firs step is analysis of behaviour and
problem as it explain above (Rhoden, 2016). Then after this there are the different steps which
should be done in order to attract the customer and influence them, Are the effective attractive
pricing strategies, provide quality and value product. Give the opportunity's, offers and discount.
Then the other thing is to use effective selling strategies such as analysis of customer problems,
offer solution based product and services. Evaluate alternatives, then finally make the closing of
sell by influencing buying decision. The brief of the marketing strategies are given below.
 Quality products: As per the marketing it is already clear that customer need the quality
product. So it is important to provide the healthy and low calorie product which is
required by the consumers. As TESCO is providing the multiple options of Qualitative
products and attract the consumers of other super market towards its product.
 Pricing strategies: The important thing after the production of quality product the next
step is selection of effective pricing strategies company to influence the large numbers of
consumer's. As by the help of marketing g research it has been already clear that what is
the pricing strategies of competitors(Dunphy, 2016). So now it needs to select the
competitive prising strategies. TESCO is offering the cost effective products to their
customer. By offering the product in lower prise in comparison to other company it
attract the customers and change their decision.
 Offers and discount: This is the very attractive strategies helps to attract the customers.
 Data collection by TESCO: TESCO gathers information from the market and its
consumers to asses current trend of the consumers and market situation. This helps the
company understand present position of the ever-changing market and provides the
company with their customers preferences and helps the company formulate a plan to
attract new customers. The company gets a better understanding of market by such data.
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TESCO receives this data from two sources , the primary source is the data directly
received from customer interaction . They cultivate customer data through their loyalty
cards , RIFD tags and through online customer interaction. the second source from which
TESCO receives their data is directly through the market. TESCO conducts market
research by experts in that field and analyses that data to make decisions in favour of the
company. This gives TESCO a competitive edge over its business rials.
 TESCO,s Customer Service: Being in the retail industry customer service plays an
important role in helping the company gain loyal customers for TESCO and position
themselves as most accessible supermarket chain in the industry. TESCO understands
that a customer will switch to one of its competitors if the provide cheaper quality made
product, so to avoid such loses TESCO researches alternatives for its products and uses
concepts like price offered, standers of quality, easy accessibility to the buyers to classify
these alternatives as threat.
 evaluating the alternatives: After the analysis of customer needs related to their
emotion the next step should this, TESCO offers the multiple options. offer the multiple
choice to solve consumer problem. So that customer can select the best one for their
solution.
 influence buying decision: Helps the customer to Mach the solution of services with
their problem and get their buying decision in own support (Shah, Anwar, and Irani,
2017). And finally close the sells deal.
There are some theory's of consumer behavioural which should be consider in the in the
business planing to increase the numbers of customer along with their satisfaction. Such
Marshallian Economics,Psychoanalytic Theory,Pavlovian Theory.
Marshallian Economics: This theory is given by Marshall, and according to him
customer go with product and services which gives more satisfaction to personal needs. TESCO
is offering the variety of products which aid to satisfy customer personal needs.
Psychoanalytic Theory: According to this theory humans posse some psychological
properties, such as Id, ego, super ego. So organisation should focus on those properties and
influence them to by their product, which can safety their psychological needs, principle of the
buying, thoughts, feelings. TESCO conduct the market research to understand the psychological
perception of customers for product, in order to produce the customer required products.
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CONCLUSION
As per the above study it has been concluded that consumer behavioural is a big term for
businesses organisation which has to be consider in their services management system in order
to make effective businesses planing and to prevent the loss of customer and business growth.
Consumer behaviour is the action of customer to buy or reject the product and services. It defines
the success and failure of business. Consumer behavioural study helps to identify the needs and
demand, likes, dislikes and preferences of consumer, so that organization improve their plan.
There are the different approaches present in the management system which aid to understand
consumer's decision-making process such as competitive research and Qualitative Reviews. And
after the analyses of customer decision making process the next step is to use the effective
marketing strategies in prospect to influencing the customer behaviour on of the strategies is the
evaluating alternatives,influence buying decision, Offers and discount, Pricing strategies, Quality
products. There are the different type of marketing research for both type of business B2B and
B2C. For B2B, competition research,qualitative interview and for B2C 'Face to face interview's,
Online survey are the marketing research approach. All these practises aid to get the appropriate
information of customer demand and their stage of decision making for the product purchase. As
customer by the product after long process of decision making so it in necessary to understand
that and influence all the stages of customer decision making.
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REFERENCES
Books and journals
Balwant, P.T., 2018. The meaning of student engagement and disengagement in the classroom
context: Lessons from organisational behaviour. Journal of Further and Higher
Education, 42(3), pp.389-401.
Kitchin, D., 2017. An introduction to organisational behaviour for managers and engineers: A
group and multicultural approach. Routledge.
Paull, M. and Whitsed, C., 2018. Why authenticity in corporate and employee volunteering
matters for employee engagement: an organisational behaviour perspective. In Disciplining
the Undisciplined? (pp. 193-210). Springer, Cham.
Larijani, F. and Saravi-Moghadam, N., 2018. The effects of positive organisational behaviour on
entrepreneurial personality and innovation. International Journal of Productivity and
Quality Management, 23(2), pp.247-272.
Anagnostopoulos, C. and Papadimitriou, D., 2017. Positive organisational scholarship and
behaviour in sport management. International Journal of Sport Management &
Marketing,, 17(1/2), pp.1-6.
Pastra, A., Gkliatis, I. and Koufopoulos, D.N., 2017. Organisational Behaviour in Shipping.
In Shipping Operations Management (pp. 25-46). Springer, Cham.
Belschak-Jacobs, G., 2018. Organisational Behaviour and Culture.
Nwali, A.C., 2018. Influence of organisational behaviour variables on the management of
employees in commercial banks. Journal of Education and Entrepreneurship, 5(2), pp.47-
68.
Färm Grufman, N. and Roth de Albuquerque, S., 2018. The Activity-based Workspace Effect on
Organisational Behaviour: A Case Study of Kognity.
DURAC, L., 2017. Determinant Aspects of Organisational Behaviour, from the Perspective of
Multiculturalism. Anuarul Universitatii" Petre Andrei" din Iasi-Fascicula: Asistenta
Sociala, Sociologie, Psihologie, 19, pp.61-72.
Rhoden, M., 2016. Construction Management and Organisational Behaviour. John Wiley &
Sons.
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Dunphy, S., 2016. Using keywords to construct wuzzle-picture-puzzles for the purpose of
mastering management and organisational behaviour terminology. Behaviour &
Information Technology, 35(6), pp.471-478.
Shah, N., Anwar, S. and Irani, Z., 2017. The impact of organisational justice on ethical
behaviour. International Journal of Business Innovation and Research, 12(2), pp.240-258.
MARKETING THEORIES – EXPLAINING THE CONSUMER DECISION MAKING
PROCES, 2020 [online], Available through<https://www.professionalacademy.com/blogs-and-
advice/marketing-theories---explaining-the-consumer-decision-making-process>
The Marketing Tunnel vs. The Consumer Decision Journey. What’s next? 2020 [online],
Availabelthrough<https://medium.com/@14ideas/the-marketing-tunnel-vs-the-consumer-
decision-journey-whats-next-dc3d36085487>
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