Unit 37– Consumer Behaviour and Insight

Unit 37– Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Stages related to consumer decision making journey............................................................1
P2. Importance for marketers for mapping path towards purchase together with understanding
consumer decision making...........................................................................................................3
TASK 2............................................................................................................................................5
P3. Key differences of decision making for B2C and B2B.........................................................5
P4. Approaches of market research with methods of research that are used for understanding
decision making procedures for both B2C and B2B...................................................................6
TASK 3............................................................................................................................................7
P5. Ways through which marketers influences stages of decision making process for B2C and
B2B..............................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES .............................................................................................................................10

INTRODUCTION
Consumer behaviour is characterised as the study about the ways individual customer,
group as well as entities select, purchase, utilise together with dispose commodities and ideas for
satisfying their wants or preferences (Berger, 2015). In current environment, consumer
behaviours are changing rapidly so it is very important for any entity to understand consumer
behaviour as to predict audiences mindsets with attitudes before introducing any new innovation
in the market. To develop knowledge about consumer behaviour as well as insights, Rowlinson
Knitwear Ltd is selected that was established at United Kingdom. The organisation produces and
sells knitwear as well as school wear for children. Till the time, the entity was only providing
apparel and textile products but now has decided to introduce electronic product which is
Rowlinson hand washer with hand dryer for school children and for this they analyses consumer
behaviour. The report comprises of stages related to consumer decision making journey,
importance to map a path to purchase and understand consumer decision making. It also includes
comparison and contrast of differences of decision making procedures in relevance with B2C
and B2C. The report further evaluates approaches of market research along with methods that are
used for understanding decision making process. At last, it evaluates the ways marketers
influences the distinct stages of decision making process of B2B and B2C.
TASK 1
P1. Stages related to consumer decision making journey.
Consumer behaviour involves procedures through which an individual or consumer goes
through while purchasing. It further encompasses factors influencing the usage rate together with
decision making. Understanding consumer behaviour is important for marketers to investigate
the aspects in which audiences behave so that products are positioned to particular group of
people as well as targetted individuals. Customer map is described as journey map depicting
stages at the time customers goes by interacting with organisation, from purchasing items online
to availing customer services. Decision making is characterised as the activity to make choice of
framing decisions for purchasing items through decision identification, information gathering
together with assessing alternative resolutions. By using economic addition to psychological
factors, marketers easily identify customers behaviour with interest. Rowlinson Knitwear Ltd
being a medium sized company has decided to introduce Rowlinson's hand washer with dryer in
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