Consumer Behaviour and Insight

Consumer Behaviour
and Insight

INTRODUCTION
Consumer behaviour is the experimental learning which is executed to interpret the
actions of the consumers in the marketplace while they devising a decision to buy a product. The
main purpose behind conducting this study is to ascertain that which factors have great effect on
the judgement of customers related to choose products from available alternative brands. In order
to understand all these aspects in the deep manner the chosen products of Land Rover which is
Scoop car. This report will cover about that how the customers decision facilitate towards
choosing a product and the importance for the marketers to map the path of the customers
decision-making. Along with this, the usages of various approaches and methods of research for
knowing the decision making procedure in both B2B and B2C concept will be define.
TASK 1
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Consumers are the crucial asset of the business as the attainment of whole activities of the
organisation depends on them. In this aspect, it is requires for Land Rover to evaluate the
customers decision making process as it will help them in determining the necessity and demands
of the customers so that they will be able to operate their operations accordingly and can attain
desired results (Xiang, Magnini and Fesenmaier, 2015). A customer is going through various
stages while making the determination regarding to acquire a product. All these stages are define
below:
Consumer decision making stages are as follows :
It is a process which help customers in identifying their needs, collecting information
related to various alternatives that can be used to fulfil their needs, evaluation of all the
alternatives so that best option can be selected, making purchases from the selected option and
then making post purchase evaluation. This process is important for marketers of Land Rover to
understand which can help in identifying the needs of their target customers so that effective
marketing can be done. Following are the stages of customer decision making process:
 Need recognition: It is the initial level of the customers decision-making process in
which they will determine that which product/service they want in order to fulfil their
needs. Determining the needs of customers help the marketers in formulating their
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marketing strategies so that they can find their target market which can help in increasing
sales of Land Rover.
 Searching and Gathering information: At this stage, consumers will give their focus on
collecting the information of several options so that they can find best option for them.
During this phase of customers decision-making process they will evaluate all the positive
and negative aspects of their purchase through social media, newspaper and other
methods (Gangale, Mengolini and Onyeji, 2013). The marketers can track various sources
which are used by customers in order to gain information related to various options
available in market. This can help the marketers in giving better information about the
cars of Land Rover and how they can fulfill needs of customers so that sales can be
increased.
 Analysing the alternative: The customer in this step will evaluate all the varied options
which are available in the market so that they can select a most appropriate option for
them on the basis of product price, quality and other essential factors. It will help the
consumers to choose a top-grade car for them which will be able to render them the
excellent facilities at affordable price. This will help the customers in evaluating various
companies and the car models they offer so that customer needs can be efficiently
satisfied. The marketers can give valid and authentic information about how effectively
the cars of company can fulfil needs of customers which will help in influencing buying
decisions of customers.
 Purchase: After properly evaluating all the available options, actual purchases are made
by the customers in which they pay the money in exchange for the goods/services they
desire in the hope of getting high value for the money spent by them.
 Post purchase evaluation: In this last stage customers examine the purchased product
that how much the product is giving satisfaction and value to them in terms to fulfil their
needs and requirements. In the case if the Scoop car will be able provide higher
satisfaction as per their expectations then it will direct lead the positive impact on the
company profitability(Chamlertwat and et. al., 2012).
Hence, it can interpreted that before making decision related to purchase a product
customer must undergo from all the preceding stages so that best decision can be taken. The
marketers can thus focus on customer decision-making process which can help in influencing the
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