Consumer Behaviour and Insight

Consumer Behaviour
and Insight

Contents
Contents...........................................................................................................................................2
MIAN BODY...................................................................................................................................3
Task 1...............................................................................................................................................3
P1. Explain and analyse the stages of the consumer decision making journey for a given
product/service.......................................................................................................................3
P2. Explain why it is important for marketers to map a path to purchase and understand
consumer decision-making.....................................................................................................5
M1. Evaluate how marketers are responding to the decision-making process.......................7
P3. Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B..........................................................................................................................8
M2 Provide a coherent and justified evaluation of how different factors influence decision-
making and buying behaviour..............................................................................................11
P4. Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts.......................12
Task 3.............................................................................................................................................14
P5. Evaluate how marketers can influence the different stages of the decision-making process
of B2C and B2B, giving specific examples..........................................................................14
M3 Critically evaluate how marketers influence each stage of the decision making process.16
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
For every business product and services is most prior factor as well as they plays an
important role to increase expansion of organisation business in economic region in better. To
determine different approaches to provide selling and distribution of product and services to right
consumer (Austgulen and et. al., 2018). There are many question arise in terms of buying of
product process, how to motivates for seeking particular product and services and what research
tend to practise opinion to enhance better product and service for effectively purchase. The
answer is demand, preferences and taste of consumer is determine of product and service
specification in which easily.
For this report, the organisation Verdant Leisure is a small medium based company of
providing holiday packages in United kingdom. It established in 2010 and they balanced t
impressively in low customer service compliant ratio. Total revenue is up to 6 million pounds
along with 250 employees actively working in premises. By covering in report topics as
consumer decision journey in terms of product and services, importance for marketers to
mapping consumer decision making. By comparing contrast key difference of B2B and B2C
decision making with examples (Bauer and Reisch, 2019). The different approaches to market
research and methods of research used for understanding the decision-making process in both
B2C and B2B contexts and marketers can influence the different stages of the decision-making
process of B2C and B2B, giving specific examples.
MIAN BODY
Task 1.
P1. Explain and analyse the stages of the consumer decision making journey for a given
product/service.
Consumer behaviour is depicts about the individual consumer or group which carries a
certain behaviour and attributes towards organisation product and services in context of
buy, sell or utilise within good idea or enhance better creativity their satisfy needs and
wants. It majorly refers to the action towards consumer in the marketplace and underlying
that commence to motivates for effectively implies action (Bstieler and et. al., 2018). As
Verdant Leisure company is hospitality and tourism type of medium based company which

offers low budget services in packages. In following there is stages in which consumer
decision enhance effective journey in perspective.
Need For Recognition: This is first stage in which company or business used to create
awareness in marketplace as well as in economic or society. Through that consumer get to
knowledge about particular product and services in better way. In perspective of Verdant
Leisure company is provide their marketing team to enhance about better service as in
hospitality as well as tourism were first they to keep update about their product and
services. For example: Verdant Leisure company allows to provide hotel service along
tour and travels in economic range where customer easily afford.
Information research: It is second stage, that allows to understand after aware about
product and service then consumer must to scrutinize information relate d particular
product. According to this practise it would easy for individual consumer to rectify
different information as to effectively analysed. For example Verdant leisure update their
services specification as per customer attainment to better explore and better scrutinize the
information.
Evaluation of Alternatives: According to this stage it helps to detailed analysed about
specific product specification or information and decides on the basis of durability for long
term sustain ability. For better information collectiveness through Verdant leisure customer
can evaluate to better approach the service type effectively.
Purchase: After creating better decision making to enhance for purchasing product and
services it must ensures through customer where they can adopt that particular product in
effective manner or not (Chandrasekara, Srinivasan. and Sihi, 2018). To make up the mind
while purchase matter to service for exploring hospitality and tourism in better in
economic basis.
Post Purchase: It is a final evaluation in which it comprises to adopt product in effective
manner to scrutinize and provide review on the basis of experience which must entitled for
productive benefits in an effective manner. This is last stage in which Verdant leisure
company get feedback from customer for example quality in service, greet behaviour by
staffs, food and beverages, facilities which provided by them.
In above stages explains about consumer decision in systematic way to approach product. As
marketing team of Verdant Leisure company need to evaluate their rightful customer in terms of

buying capacity, taste and preferences, culture and other demographic factor in effective traits
(Cox and et. al., 2020). Consumer can enhance optimum impression of brand from touch points
through advertisement, news report and last the only matter about consumer experiences which
sets better benchmark. There is another consumer decision making journey where different
phases in initial consideration to better active interpretation and seeking for potential customer
such as:
 Brand Consideration: this is depends upon the consumer of their perception design to
consider brand where they immediely react on the basis off reducing brand as they
determine to outset. Brand awareness is plays important role to making initial
consideration where they more likely to purchased product several times.
 Customer powered: It is initiates propound change that increase customer expectation
and becomes dramatically important to customer outreach. The Company Verdant
Leisure is enhance to used to driven by companies for better pushed on consumer
traditional advertising or direct marketing to making customer engaged. Similarly,
Verdant Leisure can implement several marketing promotion through better way to
approach product for having objective to increase sales and profitability.
 Types of customer loyalty: When consumer tend to purchase better decision making,
the marketing team of company plays their trump card to create customer loyal in front
of their services and goods (De Mooij., 2019). This practise is having in Verdant
Leisure company where they allows to provide better extraordinary service to gain
loyalty but some of customer have mixed review that empowers to being better
attainment of customer stability in long term aspects.
P2. Explain why it is important for marketers to map a path to purchase and understand
consumer decision-making.
Path to purchase: It refers is tend to purchasing in terms of sale by company through
bricks and motors involves retail stores, online business, automated storefronts along with
new unique concept with product and service to better way for promote in marketplace.
There are some emerging channels many every established. In perspective of Verdant
Leisure company need to measure their customer path purchase before deliver product and
services in procedure. Through different concept arrives in market where customer are less