Unit 37: Consumer Behaviour and Insight

Consumer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
Section 1...........................................................................................................................................1
Evaluate the five different stages of consumer's decision making process and analyse the
factors that influence the process in the context of B2C business..............................................1
Evaluate the black box model of consumer decision making process, explain how it influence
the consumer marketing decision................................................................................................2
Map out the consumer decision making process for one product or service in the context of
B2C organisation.........................................................................................................................2
Section 2...........................................................................................................................................3
Compare the similarities and differences between decision making process of B2B and B2C. 3
Evaluate the different market research methods that could be applied to B2B and B2C
context, using relevant examples................................................................................................4
Explain how market research influence the decision making process of customers..................5
Section 3...........................................................................................................................................6
Evaluate two factors that influence the decision making process...............................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Consumer behaviour refers to the study individuals behaviour while purchasing product
and services. It usually concern with the decision making process and the factors that have an
impact on the decision-making process of the customers. It determined the actions of consumer
at market and reason behind those actions. In these report the Clayton Hotel City, which is
located in London is selected. (Alghizzawi, 2019.)The hotel offers stylish rooms, and luxury
services to the customers. They provide complimentary Wi-Fi facilities and 24 hours dining
facilities. The main motive of organisation is to provide high level of customer satisfaction and
best experience. This report includes five different stages of consumer's decision making process
and different factors that influence their buying decision making process, black box model of
consumer decision-making, Map of consumer decision-making process. Furthermore, different
factors that influence the decision making process.
Section 1
Evaluate the five different stages of consumer's decision making process and analyse the factors
that influence the process in the context of B2C business.
The consumer decision making process is an processor every customer follow while
making purchase decision. This steps helps customer and organisation to understand the needs
and wants of customers. Below is the five steps of consumer decision-making is explain in the
context of B2C business.
1. Problem recognition: In this stage of consumer decision making customers analyse
what are their demands from the organisation and how they can meet those demands and
needs. In this stage of consumer decision-making process business try to meet the needs
and wants of customers and influence them for purchasing product and services.
2. Information search: In this stage customer search for various information that help
them to reach out to the business where they can fulfil their needs and wants. Customers
can use different searching tools such as google, social media platforms etc.
3. Alternatives evaluation: In this stage customers came to know about the criteria of their
needs and wants of product and service. They also analyse that where they can fulfil
their demands.
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4. Purchasing decision: In this stage customer make decision about purchasing product
and services from specific marketplace.
5. Post purchase evaluation: In this stage of decision-making customers gives feedback to
the business about their experience form the product and service they offer to them.
Different factors that have an impact on the decision-making process.
 Brand image: It is an most common factor that influence the decision-making of
consumers. In the context of Clayton Hotel City,(De Mooij, 2019) hotel have strong
brand image in the industry it could help the organisation to increase the customers base
and attract more customer towards the services they offer.
 Customer loyalty: An loyal customer towards the particular brand always choose the
same product and services of that brand. In the context of Clayton Hotel City,
organisation gives best customer experience to their guests that help the hotel to improve
more loyal customer base and increase sells of the organisation.
Evaluate the black box model of consumer decision making process, explain how it influence the
consumer marketing decision.
According to the black box model consumer is the person who but or purchase goods and
services for themselves or family,friends, or group use. The consumers behaviour helps the
marketers to understand the needs and wants of the customers and how they can fulfil those
needs and wants. There are various factors that can influence the buying decision making of
customer and influence them to buy something out of the box. These factors help the
organisations to make marketing strategies according to the decision making precess of the
company. This theory of consumer behaviour goes to the mind of customers how they think,what
is their perspiration about the particular product and services and how company can influence the
decision-making process of mind of the customers. In the context of Clayton Hotel City, these
model of customer decision making help the organisation to know about the customer's
perception about the services they offer to them. They can analyse that is their customers are
happy with the products and services they offer to them or not. Thus black box model helps the
company to understand they buying process of the customers.
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