Consumer Behaviour and Insight

HNBS 327 Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Consumer decision making....................................................................................................1
Importance of mapping a path to purchase and understand consumer decision-making.......2
Models of consumer decision making....................................................................................3
Levels of consumer decision-making.....................................................................................4
Factors that influence decision-making..................................................................................4
LO 2.................................................................................................................................................5
Market research in between B2C as well as B2B...................................................................6
Self-motivation, personality along with customer perception impact decision making process
................................................................................................................................................7
LO3..................................................................................................................................................7
Cognitive and behavioural approaches for consumer learning..............................................7
Illustrate factors influencing customer behaviour..................................................................8
Utilisation of understanding of buying behaviour for influencing decision making within B2B
& B2C.....................................................................................................................................8
Evaluation of usage of digital audience research for understanding influence on developments
and consumer behaviour.........................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer is termed as an individual who buy products and services of an entity for their
personal usage rather than to resale or manufacture. Customers take decision related to purchase
something or not and get easily influenced with attractive marketing techniques and
advertisements (Bereznoy, 2019). Consumer behaviour is defined as a branch of security of
different types of stages that are mainly associated with purchasing of goods and services.
Present report has been conducted on Unicorn grocery. Entity operates their services as grocery
store in UK. In this report formative discussion has been made on consumer decision stages
along with their importance. In addition with this difference between B2B and B2C in decision
making is also included in this report. Along with this, report includes different approaches that
are mainly related with market research. Lastly marketer’s impact upon the process of decision
making is also covered in this report.
LO1
Consumer decision making
Consumer decision making is termed as a process in which a customer undertake
decisions by identifying various factors whether to purchase a product or not for the personal
consumption. Decision making is mainly depending on the need and want of different type of
consumers. This is one of the most important aspects for consumers as it can affect them with
while deciding preferable product for them among the options that are available in marketplace.
Decision-making process for a specific product or service
The decision making process is termed as a process which is related to purchase a
product or service. It is mainly done by evaluating and collecting information’s related to
different type of other options pertaining in marketplace. Consumer behaviour can be evaluated
with the formative assistance of psychological and economic element. In relation to this it has
been identified that Unicorn groceries operate their business as a small scale entity in provinces
of United Kingdom. Company offers different types of grocery item. Mentioned below process
of consumer decision making is being applied in context with present prospective industry:
Need/Problem recognition: It is starting start of the process of decision making which
mainly initiate on the basis of rise of a need or issue among consumer mind. Consumer
behaviour gets changes according to the prevailing market trend that influence them to purchase
1