David Game College: Consumer Behavior and Insight Report on Netflix

This report delves into the intricacies of consumer behavior and decision-making processes, with a specific focus on the application of these concepts to the media service provider Netflix. The report begins by outlining the stages of consumer decision-making, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation, and illustrates these stages using examples from Netflix's operations. It then emphasizes the importance of marketers understanding the consumer's path to purchase, highlighting the benefits such as higher ROI, proper engagement, and unified customer data. The report differentiates between B2C and B2B decision-making processes, comparing their key differences. It also evaluates various market research approaches and methodologies used in both B2C and B2B contexts, assessing their influence on decision-making. Finally, the report explores how marketers can influence the stages of the consumer decision-making process in both B2B and B2C environments, offering strategic recommendations to enhance marketing effectiveness. The report is designed to provide a comprehensive understanding of consumer behavior and its implications for marketing practices.

CONSUMER
BEHAVIOUR
INSIGHT

Table of Contents
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................4
P1 Explain the stages of consumer decision making with given organisation....................................4
P2 Discuss why it is important for marketers to map a path to purchase & understand consumer
decision making.................................................................................................................................5
TASK 2....................................................................................................................................................7
P3 Compare the difference between B2C and B2B and their decision making process ....................7
P4 Evaluate the different decision approaches to market research and methods of research used
for understanding the decision making of B2B & B2C.......................................................................8
TASK 3....................................................................................................................................................9
P5 Evaluate how marketers can influence the stages of DMP in context of B2B & B2C....................9
Recommendation............................................................................................................................10
CONCLUSION.......................................................................................................................................11
REFERENCES.........................................................................................................................................12
Books & Journal:..............................................................................................................................12

INTRODUCTION
Consumer behaviour is an integral part of business which is nearer to me understands
by the organisation in most effective way. It's the time to process what is used by enterprise
to analyse inside behaviour of the consumer decision making is done properly. Netflix which
is an American multinational corporation who is a media service provider headquartered in
California. With changing period of time content and TV shows on Netflix by examining the
behaviour and preferences of consumers. This report includes stages of consumer decision
making, importance of mapping path and understanding consumer decision making,
comparison between b2c and B2B & influence of marketers on stages of decision making
process. Market and consumer attitude as well as behaviour is dynamic in nature which is
needed to be cost by the enterprises so that functions and operations are carried out
accordingly.
TASK 1
P1 Explain the stages of consumer decision making with given organisation
Consumer decision making is essential which is to be analysed and examine by the
marketers so that they are able to target potential customers for their product or business. This
process includes different stages which are mentioned below-
Need recognition- It is important to be carrying out as it help in identifying the needs
and wants of the consumers and which help in selecting & delivering the product. Through
this stage it is easier for marketers to provide and fulfil requirements of consumers. For
example- Netflix product suggest Netflix original clear and click button was introduced by
the company after need recognition of the consumers.
Searching & collecting information- After the need analysis it is also crucial to
attract and gain leader information credited with the product of computers and market to gain
competitive advantage. Netflix collect and gather the information show the market analysis as
well as research (Parker, 2020).
Evaluation of alternatives- After getting the credentials company find any value be
alternatives of the product it is affecting the business at deeper level. For example- in relation
with Netflix they evaluate the alternatives such as Amazon prime and other streaming
applications which are being used by the consumer as substitutes (Ching, 2020).

Purchasing goods & services- In this stage consumers purchase the goods and
services with proper considerations. In relation with Netflix, they provide products and
services such as consumer can stream the movies and TV shows with two different
subscriptions schemes depending upon their choice.
Post purchase evaluation-This includes officers services which is given by the
organised to their consumers to fulfil the total satisfaction. In context to Netflix, the top
management make ensures that post purchase evaluation is being done properly.
Pre-purchase- This specifies that product & services are being pre- purchased by the
users or reserved by them depending upon their level of enthusiasm. This is also important
part in this process has it help in analysing the impact of product and services on the
customers and also determine the sales growth (Klöckner, 2016). In relation with selected
firm, customers also pre-purchases the subsciption of Netflix & then payment are made by
them. Thus, it is evlauatd that by pre-pruchases users able to access content of web series,
movies prior to others .
Purchase- After examining the actual product which is being purchased customers
wish to buy them. In relevance with selected entity, consumers use the subscription crucial
period on their own preference.
Receive- This reflects that consumers use the services provided by the organisation
and satisfy their need and demand (Imani, 2020).
Post purchase- This involves type of services and products provided by the entity at
time of booking of the product by the consumer.
After analysis of above paragaph, it is evaluated that Netflix propelry folow thse
consumer stages decision making propcess which helps them to uinderstand cunsumers
behaviour & attitude towards their products and applications.
P2 Discuss why it is important for marketers to map a path to purchase & understand
consumer decision making
The main motive of every enterprise is to demand of the buyer as well as consumer so
that they are engaged with organisation for longer period of time. Without focusing and
understanding decision making and purchasing it is not possible for marketers to achieve the
goals and objectives.

 Higher ROI- Consumer behaviour analyse and their decision making is being
understood by the company it is easy to implement strategies as well as tactics in the
market through which entity is able to achieve the higher rate of interest. For example
in relation with Netflix earlier paramount period was higher and then the changing
period and to attract customers they decrease their amount of subscription which is
results in higher ROI.
 Proper engagement-It is also important for marketers to understand decision making
process so that helps them to engage the consumer towards their product and
organisation. Through this also able to advertise their product in positive manner and
which leads to use of information as well as manpower in the sales process.
 Unified customer data- With the help of mapping they are also able to collect and
gather the customer data for the business which help them in analysing the actual need
of consumer.
Black Box model of consumer behaviour
This is a model which is used by entities with understanding behaviourism in which
the focus is on understood the stimulus and response of the consumers. This model is
benficial for brief undertanding of end users mind and their attutude. It assists company to
make correct decisons in most efficient manner. This model is further discussed below-
The marketing & environment stimuli- This model states that marketing and
environmental stimuli are important in behaviour. The marketing stimuli are planned as well
as process by which enterprise nearest mental stimulus are given by the factors such as social
factors based on the cultural political and economic situation of a society. In context with
Netflix, most of users pur hases and get stimulate to purchase product after analysing
environment of friends, family who dail uses the application.
Buyer’s characteristics & decision making- Buyers traits and different process are
needed to be focused so that everything is being considered in proper way. Characteristics
such as attitude motivation perceptions, etc. and decision process such as problem recognition
information search, etc. are essential (Chatterjee, 2019). In viewpoint of Netflix, buyers traits
has deep effectr on profitability of application because if buyers charctyeristics changes with
time & directly affectrs their decision of purchasing subscrption or not.

Buyer’s response- This is also necessary to examine the response of buyer's
depending upon indescribable and specifications such as product and brand choice purchase
amount, discount etc. Therefoe, in relevamce with selected firm, buyers response towartds
Netflix has more stimulated during this COVID 19 situation. This is benfited them & enhnace
their profitability level.
With reference to this model, it is easier to undertand the behaviour of every
consumer and it help enteprise to use resources and manpower in business with prefernece of
potential customers. Hence, it has been evaluated that appropriate level this model is
necessary to be analysed by Netflix so that it is easier to make deicisons in their marketing
process.
TASK 2
P3 Compare the difference between B2C and B2B and their decision making process
B2B and b2c both are important in decision making process and are heterogeneous in
nature. In relation with Netflix, they use both the concept with appropriate market research.
BASIS B2B B2C
Meaning
It refers to purchasing and
selling of products amongst
different business sectors.
It is defined as purchasing as
well as selling of products
and services to the
customers.
Customer
In this, customer are to be
known as agencies, dealers,
consultancies etc.
In this, customers are those
who use the product for their
daily consumption.
Focus
Their main focus is on
developing relationship
between other businesses for
the sale of product.
Their main focus is on
engaging the end users
towards the product as well
as brand.

Thus, after analysisng the above examined comparison it has been seen that B2B as
well as B2C are crucial for marketing activities are are to be adopted accoridngly. IN refernce
with selected brand, they focus on both these which makes their business successful.
Market research methods- Both B2B and B2C use different types of market
research methods such as B2C to Netflix uses primary method which is questionnaire in
which different types of questions are being asked different questions and according to which
research is being done. In B2B organisation adopts the secondary methods such as newspaper
magazines and other source materials from which information is gained (Rosenbaum, 2017).
Influence of market research- Market research has influence on decision of both the
context which is b2c as well as B2B. With help of market research, it is easier for
organisation to carry out their functions, operations and other activities in well organised
manner. Moreover, it has been also examine the dead this help marketers to make decisions
and analysing customers properly according to the information which is gained by the
research (Simon, 2019). In relation with Netflix, it is seen that market research has deep
infuence on appication. This is because it helps them to gain insigt of consumer behaviour
and decisions which are beneficial for growth & development of their brand.
So, it is evaluated that both B2C & B2B are different from each other & accordng to
which it is easy to make deicisons. Both they perfrom different roles & several types of
deision making process. In viewpoint of Netflix, they chooses both as part of business &
operates globally.
P4 Evaluate the different decision approaches to market research and methods of
research used for understanding the decision making of B2B & B2C
Market research is important part in business and for organisation as it help them to
acquire the reliable information of market as well as consumers this shows that entities
manufactures the product and services according to the research and analysing the customers
demand and requirements. So there are different methods which are being used by b2c as
well as B2B for implementing market research and mentioned below-
Market investigation in B2B-This approach reflects that use the second method for
connecting in gathering the credentials which is being used by them as a competitive
advantage to deal with their competitors and rivals. Various sources are there in this approach
which are explained as follows-

 Government agencies- These are the sources from which organisation collect the
information regarding the businesses and market which is also reliable and effective.
In context of Netflix, they uses government agenceies trhough which they are able to
enter into foreign market easily for their business.
 Publications- These are also sources which includes magazines newspapers internet
library, which help analysing the changing need of customers within a period of time.
In context of chosen entity, this is evaluated they too uses publications with help of
which they are able to advertsie and market their applications.
Market research approaches in B2C- This is crucial for Netflix as it help them to
gather up the updated and fresh data as well as credentials of customers regarding the product
and services they used. With the help of this, it is easier for them to planet change for reduce
innovation in their product according to the market research and trends (Reynolds, 2019).
 Questionnaire- It is the most effective method which is used by B2C and enterprise
in which questions are being asked by the entity over the written document. In this,
different responses of various customers are gathered which is beneficial for
organisation to strong and weak areas.
Netflix-choice of entertainment
Main role of Netflix analytics is to get inside and gain insight of their customers. The use
of analytics and data they are able to improve their services and decision making process.
Nursery scissor story of content movies TV shows bus stop it has been able to produce good
quality entertainment by creating and developing their own content and original sources.
Moreover, they used data mining as a crucial part through which they are able to customise
and deliver the relevant content to the customers.
TASK 3
P5 Evaluate how marketers can influence the stages of DMP in context of B2B & B2C
Marketers influences stages of decision making process at larger scale this is because
marketers have the power and resources through which organisation is able to carry on their
activities that facing any problem or issues. For the more they affect the decision making
process by delivery of new and innovative products into the market with motive of dealing
with competition (Iankova, 2019).

For example- Netflix is being a part of innovation and fulfilling the needs and demand
of customers as well as businesses at higher level. Indifference with B2B Netflix provides
and helps entertainment agencies and corporations to run their TV shows and activities on-
stream across the globe. In context with B2C, they deliver high quality content and services
with affordable services to the customers (Al-Adwan, 2019).
Marketers have a great impact on organisation decision making process and
accordingly they help them to use resources and sources in most efficient way. They use deep
level of information of market and situations so that everything is done smoothly.
Factors affecting decision making process are-
 Personality- Every individual have different personality according to which they
make the choices in the purchasing process bus stop according to the different
characteristics and requirements decision made by them. For example- Netflix has
divided their sufficient amount into two bases and we can choose the amount
depending upon their traits or demand.
 Perception- Consumers also have different way of perception according to which
they take participate in decision making effectively also perception is stimulated by
promotional activities suggest social media discount and offers etc. For example- in
this ongoing COVID 19, perception of people has changed & there way towards
technological created a big issue for Netflix like currentky people are more concerned
towards their health and focus on news, stopries instead of watching webseries.
 Culture- It is one of the majpr factor because contents are shows on stream
depending upon the every country or region culuture. Accordingly Netflix run their
programs online. For example- in India, culture are totally different & company
presents their content depending upon culture as well as sub-culture of applications.
This is also an issue because it is diffcult to be aware about cultures so that it is easy
to publish content.
Promotional activities of NETFLIX
 Multi-channel marketing- It is widely ised by Netflix for their promotion of brand
at broader level. They use this activit y to connect to people at both online & offline
modes. This activity assists them in advertising their applications at global context.

 Geographically based promotions- In this, Netflix does also carry out their
promotional activity accoridng to the geographical variables which helps them to
attract customers & understand consumrs behaviour properly.
Therfore, the above stated paragraph shows that decision making is crucial part of
business and which is affected by above expalined componenets. So, when going with
decisions within the business correct analysis is to be done.
Recommendation
 After analysis of above report, it is evaluated that it is essential for Netflix to carry out
their content in proper manner so that brand is recognisable globally.
 Further, it is also recommended that there should be weekle report which is to be
presented by managers to supeririors so that it is easy to attract customers.
 Moroevr, they need to use their marketing strategies accoindg to geographic varibales
so that goals are accomplished effectively.
CONCLUSION
After a brief analysis of above report it has been concluded that analysing the inside
of consumer is essential so that organisation is able to make their decisions in appropriate
way. In this present report a detailed discussion have been made about how the organisation
can understand the consumer and their behaviour with reference of products and services.
This also shows that consumers are heterogeneous and make the choices and select the
product which fulfils their demand and satisfaction.

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