Unit 37: Consumer Behaviour and Insight for Flipkart Analysis Report

This report provides a comprehensive analysis of consumer behaviour and decision-making processes, focusing on the e-commerce platform Flipkart. It explores the stages of the consumer decision-making journey, the importance of marketers in mapping the path to purchase, and the influence of various factors on consumer choices. The report differentiates between B2C and B2B decision-making processes, evaluating market research approaches and methods for both. It also examines the role of marketers at different stages of the decision-making process in both B2C and B2B contexts, providing insights into how marketing strategies impact consumer behaviour and purchase decisions. The report emphasizes the importance of understanding consumer insights to develop effective marketing strategies and achieve business success.

Unit 37 – Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Stages of consumer decision making journey for a given product or service............................3
P2 Importance of marketer to map a path to purchase and understand consumer behaviour..........4
The most essential advantage of planning client venture is to get significant just as fundamental data
seeing existing just as likely clients. It will serve to supervisors of Flipkart to plan compelling
methodologies for acquiring better outcomes for future development and achievement.....................5
TASK 2 ................................................................................................................................................5
P3 Difference of decision making process in context to B2C and B2B..........................................5
P4 Evaluation of different approaches to market research and methods in B2B and B2C.............7
TASK 3.................................................................................................................................................8
P5 Influence of marketers in different stages of decision making of B2B and B2C ......................8
CONCLUSION..................................................................................................................................10
REFERENCES...................................................................................................................................11

INTRODUCTION
In current business world, customers of various business are being given priority, as in the
fields of regulating production activity of the company and is also related to regulating all the
operational activities of a business firm. Managers and leaders of the business firm have realised the
importance of customer centric approach in conduction of respective activities in the working
structure of firm (Zhang and Du, 2020). In the present report, operational working of Flipkart is
being taken into consideration. It is an Indian e-commerce company, which is headquartered in
Bangalore, Karnataka, India. The chosen company sets perfect example of undertaking various
production activities of the firm as per customer demand and behaviour in the given marketplace.
The presented research document will dedicate its efforts towards various stages of consumer
decision making journey for a given product or service of the company and will also evaluate
importance of marketers to draw respective path towards purchase and understanding of consumer
behaviour (Buratti, Parola and Satta, 2018). With addition to that, influence of marketers in different
stages of decision-making in B2B and B2C sector respectively.
MAIN BODY
TASK 1
P1 Stages of consumer decision making journey for a given product or service
Consumer decision making is termed as the complete process in which a consumer develops
interest towards consuming particular product or service till purchasing the desire product or service
in the nearby stores. In the process being idea or desire is being developed in mind of a consumer,
after that purchases is being made from the open market (Gligor and et. al., 2020). Different types
of consumer behaviour as being observed in consumer decision making are as follows:
Limited problem solving: In such type of consumer behaviour, generally a consumer of a
product or a service prefers to buy a certain brand of a established company. Tackling such types of
customers are comparatively easy to face any other customer, as due to preferred quality of the
customer is already being offered by the company in open market and is easily available at the
nearest stores of various admirers of the company brand. For example; certain brand of clothing,
laptop and mobiles falls under such category products.
Extensive problem solving: In this element, a consumer of a product or service is not sure
about any particular brand of product or service which is to purchase in the open market. Marketers
of various companies introduces various schemes and marketing strategies in order to attract

demands of various customers in the given marketplace.
Views of decision making process
The changing business climate necessitates a thorough examination of customer decision-
making and buyer behaviour. The word "model" refers to a general "vision" or "perspective" on
when and why people act the way they do. Consumers purchase and use a wide range of products
and services for a number of reasons.
Levels of decision making process
Consumer decision-making differs depending on the form of purchase. If all transactions
were routine, on the other hand, they would become monotonous and have little enjoyment or
excitement. Consumer decision making can be divided into 4 specific levels which are:
 Complex buying behaviour
 Dissonance reducing buying behaviour
 Habitual buying behaviour
 Variety seeking buying behaviour
Stages of consumer decision making process:
Consumer decision making process refers to journey of a consumer of particular product or service
in which an individual makes decisions to purchase certain commodity of product or service
(Samoggia and Riedel, 2018).
Problem recognition: In the first stage, an individual develops a problematic stage in
operating a personal life task or in term of any corporate. Therefore, the need or want of solving
such problem is arise in mind of consumer and finally, desire to intake any product or service is
being originated in minds of consumers (Jovanović, Brem and Voigt, 2019). For instance, if a
customer desire any clothing or any other personal life demand, he/she could purchase that product
from Flipkart.
Information search: After the stage of problem recognition, a consumer of respective
product or service search for a particular product or service in the open market. By analysing its
various varieties and comparing prices in its given market. In this stage, a consumer of product or
service research about various markets from which product or service could be attained i.e.
comparing prices and quality of the product or service as per desire of respective consumer in the
given marketplace.
Evaluation of alternative: Moving forwards to the next stage, evaluation of various
alternatives which is being analysed in the previous stage. In this stage, evaluation of various

alternative is being done in this stage. This includes comparison of prices and qualities which is to
preferred by certain customer in the given marketplace.
Purchase decision: In this stage, real purchase in being made after analysing and evaluation
of various aspects in the process of purchasing the product or service of respective company's brand
in the given marketplace.
Current research on customer decision making
As per article published in Research Leap, 2021, Consumer behaviour has always been a hot
marketing subject, because understanding how and why customers behave in such ways while
making purchasing decisions helps businesses develop their marketing campaigns and increase their
market share. As a result, one of the challenges that all advertisers face today is influencing
customer buying behaviour in favour of their goods or services. Consumer behaviour trends shift
over time as well. People are expecting things to do not only that involve engaging with all of their
perceptions, but also that provide a variety of new contact points and that involve completely new
opportunities in today's fast-paced world. There is a growing demand for variety, and interactions
are anticipated to provide more of it. People are dismissing the concept of passive on looking
because it is no longer enough to immerse the observer in an encounter. They are now looking for
active involvement. It is also important to understand the characteristics of the new generation
today. They are a core social media demographic that is resistant to social media control, with 48%
claiming that social media has never affected their purchasing decisions. Millennials experience
content on a variety of sites using a variety of devices, and they are often informed by what their
peers think. As a result, it is critical for marketers to first consider how this demographic absorbs
content, and then to deliver the appropriate marketing strategy that appeals to them. (Explaining the
Consumer Decision-Making Process: Critical Literature Review, 2021)

P2 Importance of marketer to map a path to purchase and understand consumer behaviour
It is expressed that clients think about sufficient of components while buying an item and
administration. There are a ton of steps included because of which customers in the long run
purchase an item. It begins from need acknowledgment and finishes at buying item to meet with
predefined necessities and prerequisites (D’Andrea and et. al., 2019). In this respects a few elements
which impact dynamic cycle of clients are referenced as under:
Internal Factors: These variables contain emotions, conduct, mentality, character attributes
of a person which ultimately influence their purchasing choice. It is broke down that various
individuals have distinctive way of life, jobs which impact their purchasing conduct in critical way.
External Factors: There are a great deal of outer components that likewise impact in
general buying choice of clients. These elements are culture, subculture, advancements and then
some. It is dissected that culture assumes a critical part in impacting dynamic of clients.
Influence of new technologies: In this, there are abundant of new innovations, for example,
internet business sites, web based shopping that have been changes the previous patterns of
shopping. These new methods are useful in giving better shopping encounters to clients
Influence of heuristic on decision making: It is expressed that heuristic is a psychological
circumstance under which clients take choice based on their present mental status. This conduct put
an incredible effect over dynamic of clients. For example, in the event that they are upbeat, they are
bound to purchase an item and administration. On the off chance that, they are in animosity, tension
they are probably going to stay away from the buy.
Impact of marketing mix elements: There are a great deal of components like item, value,
spot and advancement are remembered for showcasing blend. These components altogether
influence purchasing conduct of clients. For example, a few clients are cost cognizant along these
lines search for less expensive items. Aside from this, place, advancement likewise affected
purchasing choice of clients in an effective way.
Importance for marketers of mapping path to purchase and consumer decision making
 Customers are essential partner of business and there is a finished excursion that is utilized
by clients to in the long run buy an item and administration. By lion's share generally
speaking interaction of clients dynamic, directors can adapt up to weaknesses of buying
measure consequently ready to give better encounters to clients that will ready to create
more deals and income.
 In expansion, it will likewise assist chiefs of Amazon to address with issues and necessities
of clients in an effective way. By along these lines, they can get the touch focuses during
buying measure. Along these lines, they will actually want to get ready pre and post buy
methodologies to achieve predefined objectives.

The most essential advantage of planning client venture is to get significant just as fundamental
data seeing existing just as likely clients. It will serve to supervisors of Flipkart to plan
compelling methodologies for acquiring better outcomes for future development and
achievement.
TASK 2
P3 Difference of decision making process in context to B2C and B2B
Considering today’s business environment wherein, respective managers and leaders of
various business firm have to deal with tough time during decision making process of the firm. With
presence of uncertainties and competitors in business environment make it even more complicated
got them to ensure effective working of an organisation (Swani, Brown and Mudambi, 2019). With
relation to chosen company i.e. Flipkart, as the industry offers its wide variety of products and
services to various consumers (B2C) as well as businesses (B2B). the managers of the business firm
invest best resources of the firm for ensuring effective decision making in the firm by conducting
intense research on business market and even uses various tool for evaluating behaviours of various
consumers in given marketplace of the company (Upreti and et. al. 2021).
Business to Consumer
In business to consumer/customer type, various products and services of company are being
sold directly to customers for its final consumption. Example of various products or services being
sold in this type of business are; clothing, cars, landscaping services and many more.
Business to Business
In this type of businesses, various products or services of the company are being sold to
other businesses directly. Example of this type of businesses include everything from table
management software for restaurant to marketing services to office chairs.
Both types of businesses are similar towards the way of operations and also their operational
activities regarding sales or marketing counterparts with each other. However, there are some
differences in decision making, such differences are presented below in the table:
Basis B2B B2C
Decision maker In B2B type of businesses,
appeal is needed to a
significant buyer i.e. an
individual or a group of
In B2C type organising
campaign can reach any
potential customers. Even if the
real motive of primary

individuals. For instance, if 15
employees of a company wants
new chairs, only managers or
upper level authority will have
the authority or ability to make
decision in this case.
customer is not to buy
respective product, however, it
would lead to sale of the
company. For example; If a
lady observes jewellery in on of
the company’s campaign. Even
if she doesn’t want to buy she
will click a picture and any
other significant buyer will
make the sale happen.
Time taken In this type of businesses as
customers of such businesses
are mostly group of
individuals. Therefore, it is
being said that decision making
process will take some time. As
client will do required
researches in given market
about the quality of product.
In this type of businesses, as
customers are direct consumers
of the product and services, it is
being said that time take to
make purchase for purchase of
particular product or service
would be comparatively lower
then B2B clients or customers.
Motivation Source of motivation for
customers of such business is
of any requirement of raw
material which would help in
effective conduction of
business operations of
customer’s business.
Motivation for purchasing
products of this type of
businesses could be due to any
personal life requirement which
will add up to living standard
of an individual customer or
any need like water, cloths etc.
Example For instance Flipkart is the
company that deals in
delivering products and
services to various business
firms.
For example, Flipkart is the
firm that delivers its products
and services to various
customers present in
marketplace.

P4 Evaluation of different approaches to market research and methods in B2B and B2C
Market research is a tool which is used by marketing department of various business firm, in order
to evaluate different complexities in given market of the company (Abumalloh, Ibrahim and
Nilashi, 2020). By evaluating markets in which business firm is going to conduct its business
activities managers of the firm are able to ensure smooth running up of a business enterprise and
also is able to make effective use of valuable resources of the business firm.
Approaches to market research in B2B
Survey: It is one of the type of qualitative research which is considered to be the most
popular research method, in this approach, set of open ended or close ended questions are being
asked to specified group of individuals. This research method can be conducted through online and
offline also.
Interviews: In this method one on one conversation is being taken place with various
individuals or group of individuals. This approach is useful to extract information by building
personal relations with various candidates and enables investigator to deep dive into the subject
matter.
Approaches to market research in B2C
Focus groups: This approach is considered to be more centric approach which relates to
marketing plans and strategies of a business firm. In this various suitable researchers are being
taken place with contrast to reliability of various marketing plans or strategies being developed in
marketing department of a business firm.
Observation: This approach is considered to be the most powerful of all, when used
effectively and as per correct market conditions of a business firm. In this investigator observes
behaviours of respective consumers of various products or services in given market and then
particular strategies and plans are being developed accordingly.
Different method used in market research of B2B and B2C
 Different skillset: In B2B type of business firm there is requirement of high skillset of
employees when compared to B2C business. This is because of clients or customers in B2B
are more preservative nature i.e. they need to assured that the type of product or service
which they are getting will be helpful in carrying their business activities.
 Sample size: Sample size for B2B is comparatively lower then B2C customers or client.
 Decision making process: Consumer decision making is considered to be more straight
forwards than a business holder. Therefore, there are huge complexities faced in process of

decision making of B2B businesses in relation with B2C businesses.
TASK 3
P5 Influence of marketers in different stages of decision making of B2B and B2C
Marketers plays important part to impact the various phases of purchasing dynamic cycle in
both B2C and B2B circumstance. Purchasing dynamic cycle start with issue acknowledgment and
need distinguishing proof stage. For instance a client feel the need of purchasing PC for his/her
personal use and a business association need to purchase suburbanite organization to build the
business efficiency. Here the advertisers can impact the purchasers by making the requirement for
the computers through deals advancement and promoting (Botero and et. al., 2019).
Next stage is the information search where the customers and business purchasers look for
essential data for the PC they need to purchase. Advertisers need to put the data about their brands
in a way that the clients can track down the important data about the brands without any problem.
Website optimization, Affiliate marketing, PPT and web-based media can be utilized to give data to
the customers. Billboards, hand outs and deals call are additionally successful to give data (Oflaç,
Sullivan and Kaya Aslan, 2021).
Third stage is the assessment of data where the client look at different brands in terms of item
includes, particulars, costs and accessibility. Advertisers can utilize promoting mix elements to be
the first spot on the list of the client inclination. Advertisers should offer superiors products, serious
valuing, accessibility of the items and useful advancement and distribution
Forward stage making buy and the job of marketers is making the purchasing interaction
simple for the clients. Instalment interaction ought to be simple and flexible and PCs ought to be
conveyed at home and workplaces with free establishments. Finally he post buy conduct is the
chance for the advertisers to reinforce the relationship with the clients where the advertisers should
deal with every one of the grievances and tackle the customer problems. Customary upkeep ought
to be finished by the association to make the customer satisfied.
Influence of culture and sub-culture on consumer behaviour
There is a huge influence of cultural as well as sub-cultural environment on consumer
behaviour. The culture of a society reflects its rituals, norms, beliefs, and customs. These factors
have a strong influence on people's shopping habits. To define consumer behaviour is to define an
umbrella term that encompasses a wide range of factors. Attitudes, motivations, perspectives,
perceptions, values, self-concept, community, family, career, and societal reference groups all
influence consumer behaviour. A change in all of these will, predictably, result in a change in

consumer behaviour (Oakley and et. al., 2021).
Patterns of buyer behaviour.
There are four types of consumer behaviours;
 Habitual behaviour
 Variety seeking behaviour
 Dissonance reducing buying behaviour
 Complex buying behaviour
Role of opinion leaders in influencing purchasing decisions.
In industry, opinion leaders have a lot of impact. They are a dependable and trustworthy
source for customers in their field of expertise, often assisting them in purchasing or lifestyle
decisions (Cheng and et. al., 2021).
The use of digital audience research developments to understand and influence consumer behaviour.
Searching at the online landscape right now, the retail category, especially apparel, has
undergone a significant transformation. People used to only patch clothing, but now they buy
clothes from well-known brands, where the touch and feel of the fabric, as well as the design, are of
paramount importance. The ease of shopping has changed dramatically as a result of the internet's
presence, and consumers are now purchasing even the most expensive products for important
occasions online. The online platform has revolutionised the way people shop for clothing, offering
comfort, ease, choice, cash back, trail options, and many other benefits (Prakash, 2018).

CONCLUSION
From the above report, it could be analysed that managers and leaders of a business firm
have to go through various difficulties while implementing respective plans and strategies of firm.
Due to presence of complex market conditions as well as presence of uncertainties and competition
in given market of a company makes it even more difficult to operate in given market conditions of
the firm. However, concerned departments of chosen firm, makes use of various approaches and
methods to ensure effective decision making in the business firm. Thus, are able to form bridge
between various efforts being produced in the firm towards attainment of desired goals and
objectives of the workforce.

REFERENCES
Books and Journals
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Explaining the Consumer Decision-Making Process: Critical Literature Review, 2021. [Online].
Available through: < https://researchleap.com/explaining-consumer-decision-making-process-
critical-literature-review/>