Marketing Strategies and Consumer Behavior: A Case Study of Burberry

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CONSUMER BEHAVIOUR AND INSIGHT

Executive Summary
In the study focus has been made on analyzing the consumer behavior and decision making
while purchasing a product. The analysis of five stages of the consumer decision-making process
has been analyzed. The study is based on the mapping journey of consumer behavior marketers
need to follow for influencing the customer purchase patterns. In this respect, the fashion
company Burberry of UK and the classic leather handbags as the product line has been
considered for analyzing the purchase patterns of their customers. Further study has been done
on the implementation of research approaches for developing their business strategies. The
impact of the buying decision-making has included the theories like EKB theory and Theory of
Reasoned action has been discussed in the study.

Table of Contents
Introduction......................................................................................................................................4
Findings and Analysis......................................................................................................................4
LO1) Mapping the path of purchase of customers in a category including the process of decision
making.............................................................................................................................................4
P1) Analysis the journey of the consumer stages of making the decision for selecting a product..4
P2) Importance of mapping a path to purchase and understanding the decision making of the
consumer by Marketers....................................................................................................................5
M1) Analysis the response of the marketers in the decision-making process with the help of
appropriate models...........................................................................................................................7
LO2) Implementation of appropriate research for understanding the impact of the decision
making process................................................................................................................................8
P3) Differentiate the process of decision making of B2C to B2B context with appropriate
examples..........................................................................................................................................8
P4) Different approach and methods for understanding the decision making the process of both
B2B and B2C concepts..................................................................................................................10
M2) Impact of the buying behavior and decision making factors.................................................11
LO3) Influence of the marketers on the decision making stages...................................................12
P5) Effect of the marketers on the different stages of the decision making the process of B2C
and B2B.........................................................................................................................................12
M3) Critical analysis of the stages of the decision making process effect....................................13
D1) Analysis of the applied theories and models that affected the process of decision making...13
Conclusion.....................................................................................................................................13
Reference List:...............................................................................................................................15
Appendix:......................................................................................................................................18

Introduction
Consumer behavior is the psychological process by which individuals goes through when
deciding on purchasing a product. This concept helps the marketers to understand the customer
needs and satisfaction before providing any services. In the present study, a discussion is based
on the customer's decision making the process for buying any product. Further analysis is based
on the response of the organization on the customer's decision-making process. Moreover, the
discussion has been done on the models of consumers decision making for purchasing and
selecting the bags of classic leather from Burberry company.
Findings and Analysis
LO1) Mapping the path of purchase of customers in a category including the
process of decision making
P1) Analysis of the customer’s journey in terms of making a decision for
selecting a product
The concept of the process of the decision-making process of a consumer is to recognize and
verify the decision taken of the consumer by the marketers or the head of the organization. As
opined by Karimi et al. (2015), the process if taking decision can be divided into five stages for
making it for understanding the process. The process of five stages of decision making of the
consumer can be identified as:
The need for Recognition:
The first stage, needs of the recognition in the process decision of consumer in terms of
recognizing the needs. However, needs is the vital thing which can take towards the actual
buying of the product and the services. Therefore, need is an important point for all the decision
for purchasing anything. In order to identify the customers need is the first step toward the
decision making the process.
Searching and Gathering information:

After spotting the needs of the potential consumer, then the second's steps taken by them is to
search and gather information. Therefore, when the time comes to make a choice between other
human tend then at that time they need all the gathered information before buying any products
by spending money (Frederiks et al. 2015). During this entire process, the consumers of the
Burberry focuses on the positive and negative possibilities of buying classic leather bags from
the company.
Evaluating Alternatives:
In this process, once the customers have recognized their needs and also the company for
fulfilling the needs then they began to look for the alternate options available in the market.
These steps are also taken by this company’s customers before purchasing the classic handbags.
Purchase Decision:
However, after gathering all the information by following the above stages the customers take
the decision for purchasing of the product from which company. The Burberry customers also
follow this decision before purchasing the leather bags from this enterprise (Rezaei 2015).
Evaluation of the purchase:
In this stage, the consumer of the organization analyses the product that has been purchased, the
function of the bag. The customers also see the value and purpose of the product to satisfying the
needs of the customers from that particular handbag materials. In case if the consumers are
satisfied with the product they remember the experience when a similar need arises. However
As per the view of Frederiks et al. (2015), in case of disappointment the five stages are repeated
again when a product is purchased next time. (Refer to Appendix 1)
P2) Importance of point out the process of purchase and understanding the
consumer decision-making process by Marketers
The company needs to understand the needs and the expectations of their customers before
making and producing their products in the market. In the mention of Alavi et al. (2016), the
company should point out the needs of their customers for the future development and growth of
the company ‘Burberry'. Therefore, the map of the customer journey is the kind of tools which
helps to show the experience of the customer's interaction with the Burberry company from the
viewpoint of their customers. However, if the company understands their customer’s expectation
then they can satisfy their needs.

However, the benefits for understanding and successful execution of the customer's needs can
make the organization developed and successful. In order to understand the customer's
expectation from the company, first of all, these enterprises need to study all the stages of the
customer's journey in their brand. The study can help this organization to outline the fact of
whether they are meeting all the needs of the customers or not. It can also describe the B2B
process of buying of the customers.
The importance of pointing out the journey of the customers for improving their interaction level
with their customers. This can also help this organization to improve its design and the quality of
their leather bag based on the customer's satisfaction and expectation. The company should help
their customers to make successful by delivering the products they are searching from the other
brands. This can help this fashion company to gain more customer attention from the other
competitive brand. However, if the enterprise does not understand the customer expectation from
this company then it can be the result that they do not know their customers well. Therefore, the
Burberry enterprise first needs to make point of customers journey for meeting the expectations
and needs of their present and regular customers for developing organization (Martinez-
Legazand and Soubeyran, 2016).
Evolution of purchase patterns from traditional to online due to the rising of e-commerce
The evolution in the path of purchase is due to the digital led innovation and e-commerce rise. In
recent time, the purchase path that was traditionally linear has now become like a cycle or web.
The rise of e-commerce has led to creating awareness among consumers. As per the reports of
KPMG, it is found out that consumers now compare the products offline as well as online. An
interesting point has been observed that 52% of customers cited one offline source for
awareness. On the other hand, 59% of customers cited online channels. Retail websites and
online shops have been considered to be important sources of information for customers
(Conrado et al. 2016).

Figure 2: Channels which consumers saw before purchasing a product
(Source: Conrado et al. 2016)
However, the offline channel has also been considered as a significant information source. The
research has observed that 26% of consumers find visiting the physical shop during the research
stage. The rise of e-commerce has helped customers to post feedback about a product online.
This thereby helps companies to be proactively engaged with their customers monitoring and
working upon the positive and negative reviews. Therefore companies need to integrate
themselves with online platforms like social media websites in their strategies of influencing
consumer decision making. Burberry already engages itself with its customers through digital
platforms like social media. For instance, the company outdid 82 other companies in digital
commerce. They use these platforms also for sharing live streaming videos and for showcasing
their top collection brands (Conrado et al. 2016).
M1) Analysis the response of the marketers in the process of taking the
decision
In the 21st century, marketing has become part of both art and science. Marketing has become
famous and a common part of the life of every people. Most of the fashion branded company
develop its market campaigning in order to gain the attention of the customers. However, every
company has its own marketing strategies by following some theories for understanding the
economics, psychology and social behavior of its customers. In the context of the scientific study

of marketing, it explains the behavior and the act of the consumer's way to purchase a product
especially a handbag (Lantos 2015). The theories of consumer behavior help to identify the
serious issues like individuals purchase versus group purchase of the consumers, the emotion for
taking buying decision, attitudes of before buying and the object utility role.
Therefore, in order to understand the nature of the consumers, this company can use two types of
Consumer Behavior, Models
Reasoned Action theory:
This theory has been discovered by Martin Fishbein and Icek Ajzen in the year of 1960s. This
theory can help this brand to identify the importance of pre-existing attitudes on the process of
decision making. This theory explains the action taken by the consumers on the purchasing
behavior on the basis of their motive to create and receive a certain outcome (Montano and
Kasprzyk, 2015). The organization Burberry can learn many lessons from this theory like, firstly,
while selling a handbag product to the consumers, the company should associate the purchase
with a specific and positive result. Secondly, this theory identifies the importance of customer
movement through the pipeline of sales.
Engel, Kollet, Blackwell (EKB) model:
It is the explanation of the reasoned action theory. It points out the five-step process which is
used by the customers before buying any product. This company should follow these theories
two periods which can be beneficial for them. Therefore, when the customers if gathering
information about any products, the brand should provide them enough information they wanted
to know. As stated by Tidwell (2015), the information must be provided in such a way that the
customers can keep this company’s product in the consideration for buying it.
Therefore, Burberry can apply these models in order to understand consumer behavior while
making decisions for purchase.

LO2) Implementation of appropriate research for understanding the impact
of the decision-making process
P3) Differentiate the process of decision making of B2C to B2B context with
appropriate examples
The sales of the B2B and B2C have a lot of differences and similarities between themselves.
However, the common alignment of these two spellings is the decision making process of both
the customers (Cortez and Johnston, 2017). The ignorance of the customers gets the company in
huge risk. Many companies followed one of the most important business models which are
business to business (B2B) and business to customers (B2C).
Figure 3: Business to Customer process
(Source: Cortez and Johnston, 2017)
The B2B companies are the organization whose customers are business organizations like
themselves. For example, manufacturers like Autoliv and Takata are the companies who sold
their products and the technologies to the automakers brand like Audi and Ford. as stated by
Lilien (2016), the company like Burberry manufactures handbag leather materials and sells their
products direct to the customers implies B2C business. Again, if they sell their products to
another fashion brand then it can be known as B2B concept.

Figure 4: Business to Business process
(Source: Lilien 2016)
The similarities between this two-path are that both of them need excellent customer experience
and services. The B2C and B2B both needs authenticity and credibility as the main engagement
point. The loyalty towards their customers is required for both of them for achieving the goal of
the company. The comparison of both the B2B and B2B can be followed.
Comparison B2B B2C
Meaning The selling of the services
and goods between two
enterprises.
The companies sell their
services and goods directly to
their customers.
Customer Organization Users
Quantity of merchandise Relationship with another
brand
Quality of the product before
producing to their customers.
Focus Maximum Minimum
Relationship From supplier to the
manufacturer, manufacturer
to the wholesaler and
wholesaler to retailer
Direct retailer to the
consumer or customers.

Horizon of relationship On the long term basis On the short term basis
The cycle of buying and
selling
Huge Small
Decision of buying Logical and planned on the
basis of needs
Fully emotional based on the
desire and the want for the
product.
Brand value creation Based on mutual
understanding and trust
relationship.
On the basis of advertisement
and promotion of the brand.
P4) Different approach and methods to analyze the decision was taken process
byB2B and B2C concepts
The services of the market research support the strategies for decision-making process by
providing information with the help of design and data collection. It also has the extension on
B2B experienced market research in order to give cost-effective and practical recommendation
for approaching the digital marketers and the customers.
Market Research Approach:
The company joins with the clients who take the decisions regarding business strategies of
various areas process of the market research. As mentioned by Andersson et al. (2018), the
various types of key process of market research followed by these companies. Firstly, the
company needs to understand the assignment for doing the research for designing the accepted
methodology for answering the questions (Chang 2018). Secondly, accumulate the process for
analyzing the research for findings data. In the final process, the result needs to be prepared in a
meaningful way with the context of business and marketing strategies.
Market Research Specialties:
● Qualitative market research methods can be used by the company to understand the
attitudes, needs, motivation, and preferences of the customer gradually. It can also help to