Consumer Behavior and Insight: Decision-Making Analysis Report

This report provides a detailed analysis of consumer behavior, focusing on the consumer decision-making journey and its various stages. It examines the importance of mapping the path to purchase for marketers and explores the key differences between B2C and B2B decision-making processes, providing specific examples from Jaguar Land Rover and Samsung. The report evaluates different market research approaches and methods used to understand consumer behavior in both B2C and B2B contexts, and assesses how marketers can influence the different stages of the decision-making process. It also discusses various consumer behavior models, such as the economic, cognitive, and emotional views, and their implications for marketing strategies. The report concludes by highlighting the significance of understanding consumer behavior for effective marketing and business success.

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1.Explain and analyse the stages of the consumer decision making journey for a given
product/service.......................................................................................................................3
P2.An explanation of why it is important for marketers to map a path to purchase and
understand consumer decision making...................................................................................4
TASK 2............................................................................................................................................6
P3. Show a comparison and contrast of the key differences of the decision-making process in
the context of B2C and B2B, providing specific examples from both B2B and B2C...........6
P4.Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts.........................8
P5. Evaluate how marketers can influence the different stages of the decision-making process
of B2C and B2B, giving specific examples..........................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour is explained as the activity which is conducted by organisation to
study and know about the behaviour of consumer within marketplace. This process is conducted
from initial stage to final purchase (Consumer Behaviour, 2018). In this assignment there will be
detail examine about the behaviour of consumer towards any of the product. In this respective
project, the chosen organisation is Jaguar Land Rover. Here, selected product is Land Rover
Classic. It is one of the British Company whose headquarter is in Whitley, Coventry, United
Kingdom. In context of the file, various topics will be discussed such as consumer behaviour and
their expectation. There will be discussion about pre and post purchase decision and proper
difference between will be explained on B2B and B2C and how it influences the
customers(Xiang, Magnini and Fesenmaier, 2015).
TASK 1
P1.Explain and analyse the stages of the consumer decision making journey for a given
product/service.
Any of the consumers who are willing to buy any of the product, they are needed to
identify about their own requirement. If they are able to identify their needs and requirement then
they can easily take there decision that what is suitable decision for them. In context of the file,
the chosen product is Land Rover Classic car which is of Jaguar Land Rover company. Here,
before buying any of the product, consumers will need to move on from different stages and they
are:
Pre-purchase: Whenever any of the person wants to purchase any of the product they
themselves need to pass with different stages and they are:
 Need recognition: It is the primary stage where consumers are needed to decided
whether they have the requirement of product or not. It is totally based upon needs that
whether work can be still done or not with particular product is not purchased. In context
of Jaguar Land Rover, there customers will required to identify whether they can
accomplish there work without car or not and if answer is no then they can go for
purchasing the product(Gangale, Mengolini and Onyeji, 2013).
 Searching and Gathering information: Whenever customers decided to purchase new
product they are needed to collect different information to make their decision

appropriate. In case of buying car, consumer are needed to know about positive as well as
negative impact of the car which they are planning to buy. For collecting these
information, consumers can take the help of social media, review of customers and
expertise and many more.
 Evaluating the alternative: Once searching and gathering information is completed, it
is necessary for customers to evaluate the selected car with alternate process. Here,
person is required to compare it with available options and features. Then they are needed
to select the best one according to the services which is provided by the company.
Purchase: This is the second stage which comes after pre-purchase where customers
decides about the product which they are going to purchase. As every things about comparing is
needed to be done in pre-purchase stage so here customers are just required to buy the actual car
which can meet all of the section decided by them. Directly or indirectly this stage is connected
with pre-purchase stage.
Receive: Once, Land Rover classic is received, the customers experiences the comfort
and quality through which they can take further decision(Chamlertwat and et. al., 2012).
Post purchase evaluation: It is the final stage of whole process where it is decided that
whether the purchased car is meeting out the expectation or not. It is one of the stage which helps
to decide that whether other consumer will depend upon the product and services of company or
not.
These are the four different stages which is needed to be conducted by any of the
consumer while purchasing any of the product which can fulfil their needs and wants.
P2.An explanation of why it is important for marketers to map a path to purchase and understand
consumer decision making.
In corporate sector, consumers are the one who plays most significant role for achieving
the targets of company. They are the one for whom business is being operated. Here, it is
necessary for any of the marketer to map through which it can be easily understood that what are
the needs of consumer and how they take any of the decision at any period of time. Marketers
needs to map a path because it is directly link with level of profit which company can earn while
operating business activity. If marketer can understand about the buying behaviour of consumers
then it can be beneficial for them to prepare mapping a path to purchase a product. It will even
help to complete the journey of customer which is divided into four different part and they are:

 Pre-purchase: It is considered as one of the most significant stage where consumers
tries to identify whether there is a need to buy product or not. For all of this, customers
needs to collect different types of information related to the product which they are
willing to buy(Reimann and et. al., 2012).
 Purchase: Whenever customers thinks that they have collected the sufficient information
to take any of the decision then this factor is crucial. It is important for marketer to
present their product in such a manner so that they can easily attract new user to use the
product of their organisation.
 Receive: This is the stage which is very important for any of the marketer because
customers receives the product. They can evaluate the product in it and decide whether
they should become loyal to organisation or not. Expectation of product is very important
in it.
 Post Purchase: It is necessary for any of the organisation because after experiencing the
product and services of organisation, customers decides that whether expectation has
been meet or not. This has direct impact on future purchase as if customers are not
satisfied with the services which has been offered by company then they try to switch
with other organisation (Stancu, Haugaard and Lähteenmäki, 2016).
It is the complete procedure which consumers prepares as mapping a path while
purchasing the product. Product undergoes with whole of this process. In addition, this mapping
path will also be helpful for marketers in different ways and they are:
 It will allow them to find that what is the actual expectation of consumers. This will help
them to produce the actual product which customers are willing or expecting from
company through which they can satisfy them easily(Paul and Rana, 2012).
 Marketers can easily determine about the requirement of market through which they can
work on that particular segment through which organisational goals can be easily
accomplish.
Evaluate how marketers are responding to the decision-making process, applying relevant
concepts and models.
In present scenario, the model of consumer behavior is helpful for any of the marketer
because it will help to know the changes required to sustain within the market place. Explanation
of the consumer behavior has been discussed below:

 Economic view or model:In this model, consumer becomes rational in taking any of the
decision related to purchase. They are the one who does proper research before buying
any of the product. This shows that customers are directly attracted towards the services
where they get cost benefits.
 Cognitive view: This model or view indicates that person is directly influenced with the
product which are trending within the market place. Consumers directly collects all of the
relevant information about the product which they are willing to purchase according to
their own interest(Fastoso and et. al., 2012).
 Emotional view: It is one of the model where marketer can easily understand nature of
consumers as they are emotionally attached with the product which they are willing to
buy. Here, product doesn't play the important role as the main topic under this model is
product is emotionally attached and they wants to buy it (Paul and Rana, 2012).
All of the above mentioned model are important for marketers because they can easily
take their decision with the help of this model. This will help marketer to grow their market.
TASK 2
P3. Show a comparison and contrast of the key differences of the decision-making process in the
context of B2C and B2B, providing specific examples from both B2B and B2C.
In any of the organisation, marketing is the most important term as it helps to accomplish
the goal of an organisation by enhancing the profit ratio. Marketing includes number of activities
which is directly linked with the sales of a product. Below, there is the difference between B2B
and B2C model of the marketing:
Basis B2B B2C
Buying decision Here, decision of buying any of
the product is based on other
business organisation as current
market price of product,
reputation of firm, services
offered by organisation is
observed through which any of
the operations can be conducted
Here, customers are the final
users of any product due to
which any of the decision is
taken in best possible manner
without consuming any
unnecessary time.

easily.
Decision related to the
Marketing strategy
In this types of marketing,
business promotes their product
to other organisation by taking
the help of personal contact
information.
Whenever organisation uses
B2C, they directly sell their
product within the market with
the help of different marketing
tools such as advertisement,
online marketing and many
more.
Decision related to market
size
B2B mainly focuses on small
market by delivering the
requirements that customers
want from organisation.
Here, major focus on
customers by targeting the
large area of segment.
Decision making process in B2B and B2C:
 The process of taking any of the decision in B2B is quite hard and lengthy while
comparing it with B2C. The main reason behind this is simple as B2B uses ssecondary
data and there is less surety to obtain accurate result but in case of B2C they uses
questionnaire which is easy and less time consuming.
 While talking any of the decision B2B is much helpful as compared to B2C because
decision can be taken in quick succession (Reimann, and et. al., 2012).
 While taking any of the decision, some of the general question which business
organisation will focus are:
◦ Whether customer knows about Land Rover Classic version or not?
◦ What is the main thing which is attracting the customers towards the Land Rover
Classic?
Theses are some of the factor which is mainly focused by any of the organisation
during the course of taking any of the decision.
Example

While talking about B2B, Jaguar Land Rover deals in this form which is one of the
difficult process. Here, business organisation is needed to understand that they will required to
depend upon other business organisation from where they purchases raw material. This might be
one of the expensive process in some of the cases. In case of B2C, Samsung is the chosen
organisation which uses this form of strategies to sell their product. Here, organisation take each
and every decision by considering the mindset of customers that what they want and how any of
the product should look. Here price and features are mainly considered more then other factors.
P4.Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts.
Business organisation have number of ways through which they can do market research.
Market research is very important because it helps them to compete within the market and
achieve the organisational goal(Dolan and et. al., 2012). Here, business model like B2B & B2C
uses different sort of marketing approach through which they can get the idea that how any of the
business organisation need to work to compete. As B2B and B2C is different in marketing style
due to which it requires different types of research is required in it.
Market Research approach in B2B:
In this types of research, the organisation uses secondary research. Here, another
researcher uses the information which are prepared by other researcher for personal use. This
types of research is helpful in number of ways because it helps to save money as well as time.
Public records: In this the business mainly focuses on the past performance of the
business entity with whom they are going to deal in near future. They try to gather much
information about the other enterprise so that the firm can easily identify trading with this
enterprise will be beneficial to them or not(Zhang and Benyoucef, 2016).
Government and non-government agencies: Here the business will try to collect the
information about the other firm depending upon the data which all the government as well as
non government agencies will render. So that the trading decision with the other business can be
taken in the best possible manner.
Thus from the above mentioned both the sources the business will adopt the concept of
the public records as this gives the trading entity with all the relevant data and facts which the
business had in their past so that the business can easily trade and can earn more profits in
collective manner.

Market research approach in B2C:
B2C business primarily focuses on the adoption of the primary data sources to gather the
data so that they can easily operate their business analyzing all the needs and expectation of their
customers, this also helps the business with first hand data which are more accurate and more
relevant.
Methods: In this research, the data has been collected in the form of qualitative method
where each and every information were collected by asking particular question which were
needed to sort out the doubts. It has been used because it helps to collect every relevant
information in suitable manner.
Interviewing method: It is the form of collecting information by conducting interview.
In this, predetermined questions are ask by interviewer in order to clear out the doubts which has
been raised during the course of conducting research.
Questionnaire : This source of primary approach is considered to be used in the most
successful manner as this involves a bunch of question where the customers are asked all the
question related to their needs and desire for the products so that the firm can easily know what
they customers wants are and what are their preferences(Pérez, del Mar García de los Salmones
and Rodríguez del Bosque, 2013).
Sampling method: It is the method of collecting information in the form of probability
and non probability sampling. In market research form, researches uses probability sampling as it
helps to do random selection according to requirement. But it is necessary that sampling should
be selected equally by choosing respondent.
Observation method : This methods involves hiring of the observer who can keeps on
evaluating the market and its customers demands so that the business can be served with the data
in a effective manner and can product the products as per the requirements.
Thus in the the business will focus more on the adoption of the questionnaire methods in
comparison to the observation methods as questionnaire provide the business with the accurate
data and their needs and demand as here the investigator themselves go to the customers can get
the questionnaire so that exact requirement of the customer can be determined.

P5. Evaluate how marketers can influence the different stages of the decision-making process of
B2C and B2B, giving specific examples.
As every business perform their activity to convince people to buy the products
depending upon their marketers so it is very important for the marketers to influence the decision
of the customer in their decision making process. Below mentioned are the various factors
through which the marketers can influence their customers decision in B2B and B2C business:
Perception : Perception of the customers is what matters while their purchasing of the
product. So in order to influence the customer decision the marketers must focus on their
perception level they must influence their perception of the product in a positive manner so that
customer get attracted towards the products of one firm rather than of the other. A customers
always wish to buy the product which will satisfy their wants to the extreme level(Gössling and
et. al., 2012).
Economic conditions: This factors plays a significant role so the marketer here must
focus on the economic condition and pricing of the products as customer are more conscious
about the price they always try to purchase the products of better quality at low cost so the
marketer of the business must keep their product pricing at reasonable and better quality so that
more and more customer can be attracted and their decision to shift to the other companies
products gets influenced.
Culture: In this, it can be understood that marketer are the one who observes the market
and take their decision of manufacturing any of the product. This is mainly done to influence
customer towards the product which has been manufactured by organisation. For example:
Whenever ABC limited wants to manufacture any of the product they want to find the actual
market position and requirement of customer that what they actually want from company and by
considering this they need to manufacture and distribute there products.
Sub culture: In this, organisation set the standard of their product due to which
customers are unable to raise any of the question on it before buying the product. For example:
Business organisation like Jaguar Land Rover have created the brand value within the market
due to which customers are unable to find any of the default in product and services.
Behavioral theory : This theory also have huge impact on the decision making process
and buying behavior of the consumers as this theory works on the basis of that how the customer
react in different situation of the marketplace. It includes the factor of conditioning which depicts

that how the customer react towards the products which are available in the marketplace so that
the business can operate their production activities accordingly. This method also helps the
business to coming up with the best possible solution to overcome from all the issues related to
the customer and market segments(Soyez, 2012).
Cognitive learning: This will also help the marketers to lead impact on the decision
making process and behavior of the customers. As this learning model will help them to
determine the mindset and behavior of the customers towards the company's products and
services so that they will be able to conduct their operational activities accordingly which will
enables them to positively attack on customers mental state towards the products and services of
the company in the marketplace.

CONCLUSION
It is concluded from the above file that consumer behaviour is one of the most important
concept for any of the business organisation because it helps to know about the behaviour of any
consumers whenever they purchase any of the product from marketplace. It is very necessary for
organisation to think according to customers if they want to enhance their sale within the market
and for that they can uses different stages before purchasing which is being used by customers.
Along with this the study of different marketing models and different marketing research
approaches related to these models have also been considered in this current report. And all the
different factors which influences the buying behaviour of the customers are mentioned here.