Consumer Behaviour and Insight

UNIT-37 CONSUMER
BEHAVIOUR AND
INSIGHT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
P1: Stages of the consumer decision-making journey.................................................................3
P2: Importance of mapping.........................................................................................................7
LO2..................................................................................................................................................9
P3: Differences of decision-making process...............................................................................9
P4: Approaches to market research and methods of research...................................................10
LO3................................................................................................................................................12
P5: Evaluate different stages of the decision-making process...................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Consumer behaviour is a basic behaviour of a person which influence it to take decision
towards buying any product or service to get proper satisfaction. Analysis of consumer behaviour
is very important task to an organisation within the market place. Without analysing behaviours
of customers, no business can achieve large customer base within the market. After knowing
consumer behaviour of any particular market segment. The company can simply develop its
products and services accordingly (Willis, Ozuem and Ng, 2019).There are different customers
exists within the market place with their different needs, wants and demands. In this situation,
this is very necessary to a company to perfectly know the behaviours of customers to identify
their actual needs and demands. This report discusses the consumer behaviour aspect of Garden
View Hotel. This is basically a medium-sized hotel business of the United Kingdom, situated in
London, England. This report discusses different stages of customer decision-making for
purchasing a productor service. There are different approaches of market research also has
evaluated in this report to understand the decision-making in both condition in both conditions
B2C and B2B.
MAIN BODY
LO1
P1: Stages of the consumer decision-making journey
A customer always conducts different stages before taking decision of buying any
product or service in the market place. Customers are basically the king of market, so every
business have to analyse different stages of decision-making process of customers (Torkzadeh,
Zolfagharian and Iyer, 2020). Basically, there are five stages available in the consumer decision
making journey, in which these stages of this decision-making journey of customers has
discussed below;

Figure 1: 5 stages of Consumer Decision-making Journey
Source: Kaplan.K, 2017
Stage1 – Awareness
This is the first stage in the consumer decision making journey which is also known as
the problem recognition stage as well. In this stage, customers analyse their key needs, wants and
problems. There is every person always have different problems needs. Suppose some customers
has need of food, some has need of clothes and some has need of beverage etc. In this situation,
these problems, needs and wants motivates them to search about that product or service which
resolve problems and needs, and which also make satisfied them (Dunnett, Hamilton and
Piacentini, 2018). This is also stage which motivates different customers for improving their
current life style by purchasing any selected product within the market place. Currently the hotel
can simply fulfil accommodation needs of customers with the support of its effective room
service.
Stage2 – Information Search
Information search is the second stage after awareness or problem recognition stage. In
this stage, a customer take step towards searching information about that product which has
selected by it for fulfilling its various needs. In this stage, customer visits one store to store and