Consumer Behaviour and Insight

This report explores consumer behaviour and insights, focusing on the decision-making process, the importance of mapping, and the differences between B2B and B2C marketing. It discusses the stages of consumer decision making, the influence of research on decision making, and the impact of marketers on different decision-making processes. The report also highlights the consumer behaviour and insights of the company Argos.

CONSUMER BEHAVIOUR AND INSIGHT

Table of Contents
CONSUMER BEHAVIOUR AND INSIGHT................................................................................1
INTRODUCTION...........................................................................................................................3
DEMONSTRATION OF PATH IN PURCHASING DIFFERENT THINGS...............................3
Stages of consumer decision making........................................................................................3
Importance of the map to understand consumer decision making.......................................5
RESEARCHES TO UNDERSTAND THE INFLUENCE ON DECISION MAKING PROCESS
(B2B AND B2C).............................................................................................................................6
Key differences in decision making process of B2B and B2C marketing:............................6
Decision making methods of B2B and B2C marketing models.............................................8
MARKETERS INFLUENCE OF DIFFERENT DECISION-MAKING PROCESSES.................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
The report deals with the consumer behaviour. Consumer behaviour is related to the way
the customer responds individually, as a group or as a team towards selecting, buying, using and
disposal ideas in order to satisfy their needs. The consumer behaviour is very important aspect in
the market place because it brings out the consumer interests and depicts the way they react to
the things they come across. The report brings forth the consumer behaviour and insights and the
components associated with it (Liciotti and et.al, 2016). The report will also deal with the
consumer insights and behaviour of the company Argos. The company was established in 1972
with a workforce of about 29000 people striving on a regular basis to stand in today’s marketing
world. The company is a medium retail that is running in UK on a both online and offline basis
providing customer needs and is able to maintain its pace in the market. The report deals with the
consumer behaviour of Argos highlighting the salient features of the insights.
DEMONSTRATION OF PATH IN PURCHASING DIFFERENT THINGS
Stages of consumer decision making
The decision-making process of consumer relates to the process of identifying their needs
followed by gathering information regarding the product of purchase finally followed by the sole
decision to purchase (Ntinas, 2019). The economic and physical factors usually determine the
customer needs. The behaviour of every consumer is altered by the environmental aspects on a
whole to which this process of purchasing is related. To purchase something that is essential, the
consumer would first go through a series of stages in which the decision depends. The needs of
customer on a daily basis are immense which lead to the decision making followed by behaviour
of the consumer. There are five different stages involved in consumer decision making process.
They are as follows:
Need Recognition:
The need for recognition is when the customers exactly depict their needs. Sometimes they
may feel like something is missed on their part. The agencies or the firms related to their
purchase must be able to determine what their target is such that the firm will be able to meet the
customer expectations (Muhamed and et.al, 2019). Advertising their brand will help the
customer to recognise the things that are absent in their wants. For example, when a person
wants to purchase an item in the Argos stone, they must first be able to decide upon what he

would want to purchase. This is to avoid negotiations upon purchasing the required material.
There is a feature in the Argos store which is called quick pick that enables its customers to make
a choice out the entire lot.
Information of product:
Every consumer when decided upon purchasing a particular product, will go through its
overall information. This is a natural human tendency to go through the details of the product
(Dasgupta and et.al, 2016). This information is necessary to avoid further regrets upon
purchasing the particular item. For this they will go through a serious of searches which includes
people review and testimonials that will develop confidence to purchase it. Following are the
ways by which people frequently get information:
Commercial sources: These refers to advertisements, campaigns, sales or any online platforms.
Personal sources: These are through friends, family, colleagues and other human reviews.
Public sources: These include information from newspaper, magazines and brochures.
Experiential sources: These are usually the testimonials from people who have previously
purchase the item and used it.
The Argos store consists of red pencil and blue pencils particularly which are very much useful
in daily routine (Oke and et.al, 2016). To make sure that these are of good quality, people will
draw information from all the above sources through which they can be clear about their
purchase.
Evaluation of Alternatives:
Evaluation is very important which brings out the customer behaviour on purchasing an
item. The consumer may have different alternatives when it comes to his choice. Among these
alternatives after the person is well aware of the information that is received from the sources
about the item, evaluation must be made among the various alternatives (Panwar and et.al, 2019).
The evaluation is based upon different properties like that of price, quality and some important
elements related to usage. When the consumer is totally convinced by the information that is
received, then evaluating the item will not take much of his efforts and time. The Argos company
provide item in different form. For example, if it is a pencil, then there will numerous varieties of

that kind out of which the person finds it difficult to come to a conclusion. Then evaluating based
on the sources of information will help to decide.
Purchase Decision:
After passing through all the above stages, the consumer will finally decide upon
purchasing the product (Mirica, 2019). This is the stage where the person finally evaluated the
product and is well aware of the information about the product. The purchase is either guided by
marketing campaign or through the sources but the consumer is totally convinced mentally upon
buying the product.
Post Purchase Behaviour:
The post purchase behaviour is when the consumer purchased the product and used it for a
while, then the retailer would ask for a feedback where the customer will pen down his
experience with the product (Lo and et.al, 2020). The Argos stores will ensure to collect the
required feedback which depicts the post purchase behaviour of the customer such that this will
act as a reference for people to develop opinion about the product in future.
Importance of the map to understand consumer decision making
Mapping the consumer decision making and purchase behaviour is a very important point
that is to be taken into account. This will impact the ability to drive sales in a positive manner.
The consumer behaviour map will point out the essentials that includes the list of requirements
upon which the firm will be able to decide upon contributing as a whole (Lutfie and Marcelino,
2020). This helps to understand the interested brands of the customer such that they can focus
upon manufacturing and the sales would result in making the desired profits to the company.
Argos stores explains the importance of mapping in understanding the consumer decision in the
following ways:
To be with the customer:
To maintain that pace with the consumer the dealer or the staff must be able to understand
their consumer mindset. The decision-making process of the customer will be clearly known
once the staff gets in touch with customer. Consumers usually go through a series of stages from
initial to final before purchasing (Schiele and et.al, 2020). Its more like stepping into their which

will provide a better glance of their perceptions and ideas which are necessary to map the points
that are required. The Argos crew will follow their customers during the selection process and
will answer to all their queries regarding the product. This is better step that is initiated to know
their interests in a better possible way. They believe that, this interaction with their consumers
will be better to estimate the mappings that are required in the study of customer behaviour.
Facetime with customers:
Be it a business or a normal seller store, there will not be sense of understanding between
the customer and the staff when there is no face timing with them. Facetiming with the
customers is nothing but interaction with them either by talking to them or explain them
regarding the stuff (Pereira and et.al, 2020). Research at different excellences suggest that few
online sources are available to understand the consumer behaviour yet interacting with them
personally will bring out the essence in understanding their behaviour on a whole. The company
Argos follow this to an extent to understand the requirements of their customers. This helps them
to develop a clear opinion about which products to focus upon to increase the demand of their
purchasing. When a particular product’s demand increases, that will directly increase the sales
and makes it a better retailer in the market. This in turn will add as a strength to the company and
can be mentioned as a major point in its SOT analysis.
RESEARCHES TO UNDERSTAND THE INFLUENCE ON DECISION
MAKING PROCESS (B2B AND B2C)
Key differences in decision making process of B2B and B2C marketing:
Marketing is entirely a new world which involves different processes and strategies but the
ultimate aim is of the sales. The B2B and B2C marketing are the two different types in this
marketing world. The two business models are not similar to each other and portrays different
strategies. B2B means business to business which involves commercial transactions and
merchandises between two different business (Purwanto and et.al, 2019). This is linked as the
material supply or any other chain supply that will benefit the business. Whereas the B2C refers
to the business to consumer in which the transaction will be done between business and
consumer. Here the business will provide the service to the customer. The decision processes in
the two models will be quite different from one another. The company Argos is being the
retailer, will follow the basics of two models and their essence is seen in the way they decide

upon making purchasing insights easy. The comparison between both the models of decision
making is as follows:
Customer relationship:
The B2B model is where the business is done between two entities. This means that the
main focus lies on the relationship between the two businesses where the transactions are taking
place. Here there is not much scope to understand the consumer behaviour since the need is
being satisfied.
In B2C model the business transaction is done expressing the service towards the customer.
There is more chance of interaction with the consumers and people of the firm will be able to
know different customer perceptions (Saura and et.al, 2019). Through this the decision making
would be easy.
Understanding:
The B2B of decision making is completely logical and highlights the points of projections
with respecting marketing strategies. Since two authorities are in a good relation with respect to
transaction there will not be any breakdown since they can completely cope up with the ongoing
circumstances.
The B2C model is a little emotion way in the process of decision making since different
behaviour patterns must be observed and are to be taken into account. The staff of the firm must
interact with them personally and explain them the basic essence of buying their product in
which few people may not be properly convinced. This is the real task to the staff since they
have to get into their shoes and think according to their customers sometimes which is a tough
job to accomplish.
Communication:
The main aspect of any decision making in knowing the consumer behaviour is
communication. The B2B model promotes an open communication where every point regarding
the product is discussed with its pros and cons (Pandey and Mookerjee, 2018). There is no point
of fear since the merchandise is large thought the cons are more.
In B2C model of marketing, the decision-making process is a little tough since the staff is
interlinked with the consumer. This is because the consumer will have to go through different
stages using sources and there is no openness in discussing the points in depth. The merchandise
here is a little less when compared to the B2B model of marketing.

Decision making methods of B2B and B2C marketing models
B2B Model decision making: following are the different decision-making methods employed by
B2B model of marketing:
Problem Recognition: The first method associated with B2B decision making process includes
problem recognition. The entire process starts with the problem recognition. Identifying the
problem will help to modify the decision-making process (Kahraman and et.al, 2018). Normally
the problem in any business occurs either internally or externally. Internally is through the
manufacturing itself where the firm is responsible. When it come to external problems it is
related to that of the mistake that arise in the sale or any external transactions. When this is
identifies then the decision making will further go in an easy manner.
Need description: To make any decisions first thing is to describe the need about using the
product. In B2B model where the bulk amount of load is being merchandised, that amount is
entirely based on the need of the firm. When they picturise that their business sales are
increasing upon selling a particular product, then the entire merchandise will go on purchasing
the product that is a major need. This will in turn reduce the amount of wastage upon not using
the product.
Product Specification: The B2B decision making is based majorly on the product description.
What really matters here is the quality and the quantity of the product (Khatun and Miah, 2020).
The quality must be carefully ensured while making a purchase since it is a large merchandise
and any wrong step in asking things happens will generally affect the entire entity with indefinite
negotiations.
Supplier search: The B2B marketing model is employed by two business entities. They usually
look for a greater and a better supply chain who could provide them with better stuff needed. The
two businesses maintain a better relation among each other since the supply chain is a havoc and
through this they can import a good merchandise.
B2C decision making process:
The methods that are involve in B2C models is same as that of the B2B model but the
buyer is the consumer. The methods of research are conducted in:

Identification: in the B2C model the identification process must be clearly ensured. When it
comes to the people of the form, they must first identify the consumer needs such that they will
come to a conclusion about what to be enhanced and implemented further. When it is the
consumer who is associated with identification, then they must be able to point out their
requirement in buying the product. This will help to analyse the need for the particular item and
the firm can focus upon developing it further.
Data: The data is nothing but the description of the product. The sellers must ensure proper
descriptive information is available to the people around so that they will get their doubts
clarified regarding the products. Coming to the customer they prefer to know the information
regarding the product through various sources like reviews and authorised sources like the
newspapers. Through these they might be able to get a clear thought about the product.
Method of finding alternatives: followed by the data collection is the method of finding
alternatives. The sellers must make sure to provide more collections based on one product that is
properly sold because the buyers make several decisions regarding finding the alternatives in
buying the product.
MARKETERS INFLUENCE OF DIFFERENT DECISION-MAKING
PROCESSES
The world is in a pace of technological implementation. Every era demands much greater
versions and implementations. The marketing world is a never compromising sector which
pleases every user with the new innovations at every instance. The marketers everywhere
influence the decision-making process in a way that will drive profits to the firm. The main
criteria of every market is to maintain the shares to an extent that will stand unique in the
marketing race (Valos and et.al, 2017). Every promotional technique or any new campaign will
develop an impression on the consumer with regards to their decision of purchasing. The insights
of any purchase are based on how the customer is reacting towards the products that will lead to
its development later. The marketers influence the decision-making process in an un imaginable
manner. Some of which include:
Never ending advertising:

One of the best promotional way of any product is through advertising. The consumers
believe the advertising more than anything else. The repetitive ads will develop an opinion about
the product that will bring a fame that is entirely different.
Emotional engagement:
Choices are a part of emotions. Decision making is a part of emotions. When the customers
are in a dilemma about purchasing a product, it is a duty of the sellers to identify their different
emotional aspects to compensate the flow. During examining the product, the consumer responds
in different manners and all these are to be identified properly.
Trend setting:
No matter what the firm is or in which field it is operating in. the major concern is how it is
able to impact the marketing world. For example, a pen manufacturer will consider making the
better designs than the existing ones. Here their concern is to provide a design that do not exist.
The mobile manufacturer thinks about manufacturing mobile with much greater specifications
than the existing ones to stand unique. This is what is called setting a trend. To be unique and
setting a way for people to follow them. This makes purchasing easier.
Attention management:
Now a days more people are attracted towards smartphones. The much greater attraction
that this are the tabs now. What is special to the eye of the consumer is being developed by the
manufacturers these days. The marketing in this influence the decision making by focusing upon
making the better products than the existing ones that will be a real catchy. This affects the
decision making by not giving a choice to the consumer about what to choose.

CONCLUSION
Consumer behaviour is a very different subject that deals with how the consumer responds
to different stages of the purchase. The marketing world is an immense sector and they hustle
every now and then with many competitors. Competition is going vast every now and then and
that lead to the development of different strategies. This report is of the consumer behaviour and
it unveiled the different decision-making processes and key mappings that are related to the
purchasing behaviour. This report explains the various strategies employed by the company
Argos which is a small to medium retailer in the UK marketing world striving to reach the crest
with its decision making. It has covered a successful part by expanding in different places yet in
a race to be the best by employing and authorising different ways of being the best. the different
methods of B2B and B2C marketing model’s decision making are explained in this report that
will match the upcoming retailers as well.

REFERENCES
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Online
B2B marketing model decision making: [ONLINE] available through: <
https://business.linkedin.com/marketing-solutions/blog/b2b-content-marketing/2018/what-is-
b2b-marketing--definition--strategy--and-trends>
B2C marketing model decision making: [ONLINE] available through: <
https://keydifferences.com/difference-between-b2b-and-b2c.html>
Consumer behaviour: [ONLINE] available through: <
https://www.thinkwithgoogle.com/consumer-insights/>
Consumer decision making: [ONLINE] available through: < https://alison.com/course/diploma-
in-consumer-psychology?utm_source=bing&utm_medium=cpc&utm_campaign=PPC-Bing
%3ETier-2%3ECourse-2113%3EDiploma-in-Consumer-Psychology-
(Exact)&utm_term=consumer%20decision%20making%20process&utm_content=
%5Bconsumer%20decision%20making%20process%5D>
Marketers influence on decision making: [ONLINE] available through: <
https://www.techfunnel.com/martech/how-consumer-behavior-affects-marketing-strategy/>
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Path of purchasing: [ONLINE] available through: < https://www.inc.com/jeff-pruitt/4-ways-to-
chart-the-path-to-purchase-for-customers.html>
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