Consumer Behaviour and Insight

Unit 37– Consumer
Behaviour and Insight
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INTRODUCTION...........................................................................................................................3
Stages related to consumer decision making journey..................................................................3
Importance for marketers for mapping path towards purchase together with understanding
consumer decision making..........................................................................................................5
Key differences of decision making for B2C and B2B...............................................................6
Approaches of market research with methods of research that are used for understanding
decision making procedures for both B2C and B2B...................................................................7
Ways through which marketers influences stages of decision making process for B2C and
B2B..............................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Consumer behaviour means a when a person is going to buy something then it goes through
various process which helps to make right business decisions. Different types of activities and
actions are taken by managers who evaluate needs and wants of people and provide kind of
products and services so goals and objectives can be attained in effective time period. There are
various stages which are used to make business decision such as identifying needs, evaluating
options or alternatives and get a optimum solution so business can be grow effectively (Berger,
2015). To understand about consumer behaviour Aston Martin has been taken that is British
manufacturer of sports cars and attracting customers to sale their products and services. Different
types of topics are covered in this report such as process of decision making, Comparison and
contrast in relation to B2B and B2C decision making, market research etc.
Stages related to consumer decision making journey.
Consumer behaviour is said to an process which uses by individuals at the time of buying. This is
important for customers to follow the process before purchasing something that helps to make
right business decision and increase their productiveness. Consumer map is consider as a journey
that depicts various stages at the moment of customer goes by interacting or communicating with
other companies. Variety of products and services are provided by companies where customers
get confuse from where it should purchase products and services and how they feel satisfied.
Therefore, various processes are followed by people to make the right business decision and live
their life. For instance, people wants a better features and quality of cars so they analysis the
market and will compare Aston martin with others companies in order to buy right products and
services effectively. The management of Aston Martin identify the consumer behaviour and
provide products and services accordingly that helps to increase the organisational productivity
and profitability (Bronner and de Hoog, 2014). This organisation is medium size company that is
decided to launch new product that is DB11. Manager identifies the needs of people that they are
demanding a luxury car with safety features so are planning to introduce this product. The
different stages which are involves in consumer decision making are as elaborated:
Need recognition – This is the first stages where needs and wants of people are
recognised by themselves and make decision accordingly. It is important stages which is used to
analyse what people wants and what need to introduce so people feel good. The decision in
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relation to purchase anything cannot be possible without recognising needs which are mainly
triggered by internal and external stimuli. For instance, customers feels that they needs a special
feature of car that should be safe and high engine power. Therefore, management of Aston
Martin has decided to introduce DB11 car.
Information search – This is next stage which is require to collect the various information
and know the availability of products and services. A customer goes through this process and get
information regarding such product. The buyers of Aston Martin are giving efforts to collect the
information regarding such product which are company is going to make. This stage helps to
evaluate the information regarding their needs and wants so buying decision can be made easily
(Confos and Davis, 2016).
Alternative evaluation – Herein, customers identify various alternatives which helps to
make the right decision in relation to purchasing. For instance, various alternatives are identified
by managers of Aston Martin which helps to select the best product. In other words, cusdtomers
compare the BD11 with other company’s cars that helps to choose best one. In this, they analysis
the prices, features, quality and power and capacity while selecting a new model of cars.
Pre purchase – This stage is used to identify the various alternatives as they have various
options but they continues their research and get a effective product. They compare the product
with other brand and take an action. In context to Aston Martin, customers who needs BD11 get
the information from social media, print media, channel, websites and magazines that help to
gather information regarding product quality, alternatives and brand helps to fill needs of
themselves (Liobikienė, Mandravickaitė and Bernatonienė, 2016).
Purchase stage – In this stage, when buyers set to select the needed product after
evaluating various options. Herein, final decision is taken by customers after researching and
comparing with others that helps to make purchase of products and services. For example,
customers of Aston Martin pay attention to acquire and prefer BD11 that helps to make right
buying decision and make payment.
Receive stage – After making payment by customers they receive products and items to
enjoy that can make feel satisfied to customers. Such as individuals who make payment for
BD11 and receive it which helps to increase the satisfaction level.
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