Consumer Behavior and Decision-Making Process in Marketing

This report delves into the intricacies of consumer behavior and the decision-making process, focusing on the example of Aston Martin. It meticulously outlines the phases of the consumer journey, from pre-purchase need recognition to post-purchase evaluation. The report emphasizes the significance of marketers mapping the consumer's path to purchase and understanding their motivations. A comparative analysis is conducted between Business-to-Consumer (B2C) and Business-to-Business (B2B) decision-making processes, highlighting key differences in information gathering, evaluation, and purchase implementation. Furthermore, the report assesses various market research approaches and distinguishes methods employed to understand B2C and B2B consumer behavior. The influence of marketers on each stage of the decision-making process is also examined, providing insights into how they shape consumer choices. Finally, the assignment covers the importance of understanding consumer behavior to improve the business decisions.

Consumer Behaviour
And Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.Uphold and analyse the phases of the consumer decision making journey for a given
product/service............................................................................................................................1
P2.An statement of why it is essential for marketers to map a path to buy and interpret
consumer decision making..........................................................................................................2
P3) Conduct comparison in decision-making process of business to company (B2C) and
business to business (B2B)..........................................................................................................3
P4) Assessment of the numerous approaches to market research and distinguished methods of
research adopted for understanding B2B and B2C decision-making process........................5
P5 Influence of marketers on different stages of decision making process of B2B and B2C....6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Consumer behaviour is the vital component for ever association as it enables the
enterprise in determining how their end users responds towards the items and services which are
prevailing in the marketplace so that their ultimatum can be satisfied (Gangale, Mengolini and
Onyeji, 2013). This concept also focuses on examining about how, when, why and where
customers buy or do not purchase the product. Most of the business operates their operations
considering their customers wish and expectation as customers are the only core component to
the business which states that business exists. To complete this assignment the company which
has been taken into consideration is Aston Martin which is well known for their products that is
Aston Martin vantage cars. This written documents examines the behaviour of the consumer and
their decision making process while purchasing a product. Along with this it also determines the
path which a consumer go through before buying of the commodity so that their ultimatum can
be satisfied in a appropriate manner. Furthermore, the consideration on the business to business
and business to customers which impacts the decisions of the clients in the market place.
TASK 1
P1.Uphold and analyse the phases of the consumer decision making journey for a given
product/service.
Consumers for the association is termed as the most valuable assets as this supports the
business in attaining and satisfying their customers as well as the associations so that sufficient
amount of profit can be earned (Pitta and et. al., 2012). For buying of commodity a consumer
goes through a series of procedure so that the decision for purchasing a particular product can be
taken in the best and systematic manner. Below mentioned are the series of steps which a client
will undergo in regard to buy the car that is Aston Martin Vantage:
Phases of clients judgement creation procedure:
Pre- Purchase : This steps is regarded as the first and foremost step where the client
decided in advance about which product to buy and which not for this they undergo several way
such as :
 Need Recognition : This step of decision making process mainly focuses on the
recognition of the needs where the user decides and seeks to know whether they need this
product or not. As by determining the need only a customers will hold the authority to
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purchase the product. Similarly to acquire the product that is Aston Martin Vantage the
customer will first analyse if they are in need of this product or can avoid buying this
product so that further decision to buy the product can be taken.
 Searching and Gathering information: This steps is performed next to the need
recognition ,here the client will focus more on the collection of the data regarding the
cars quality, services which they are preferring to purchase (Ellis And et. al., 2012). They
will also extract the information about Aston Martin Vantage through the medium of
social media, customers feedback so that the decision to purchase car can be taken in
effective manner.
 Evaluating the alternative : In this the customer will seeks to evaluate all the other
alternative available to them so that the best option can be chosen. To buy the car a
customer will go for the best and suitable car by measuring all the aspects related to the
quality, price so that the best car from the market place can be picked up and their wish
to buy the car can be satisfied.
Purchase : After considering all the steps here the decision to purchase the car will be
taken where the customer will see in the market place for the best design and quality and will
make a purchase of Car so that their ultimatum gets satisfied at reasonable cost without causing
much expenditure. This is the most essential step where the car is purchased on a final note.
Receive : It is that stage where the products is actually in the hand of customer that is
Aston Martin Vantage. After getting the products in the Hand here the customer try to
experience its luxurious service.
Post- purchase: After experiencing the Products that is Car the customer will here make
a further judgement regarding the purchase of the product in the near future or not as if the
product which they have received is not up to their expectation and wish they will decided
whether to buy it further or not (Paul and Rana, 2012).
Hence, all these above mentioned step will support the customers in their formulation of the
decision to buy the Car.
P2.An statement of why it is essential for marketers to map a path to buy and interpret consumer
decision making.
Business exists just because of the customers, so it is important for the marketers to draw
a pathway so that they can easily determine about how, what, where and why customers react
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and responds and how they decides which products to acquires and which not. Understanding of
the customers needs and expectation will enable the marketer of the business in increasing their
sales and revenue. Below mentioned are the essential step that a marketers map in regard to
understand their potential customers:
Pre-Purchase: In this case client seek to discover where there is necessity of purchasing
product or not. Decision is made by gathering all the data regarding Aston Martin Vantage car.
It clear the mind set of the customers weather the car is satisfying the needs or not.
Purchase: Here, client is ready to purchase the product as it is full-filling all the
necessary demand (Fastoso and et. al., 2012). By evaluating all the benefits and drawbacks
customers choose to purchase the car from market. However, marketer frame tactics by which
huge number of buyer is pulled towards the product. It raises productivity and profitability ratio.
Receive: This is the third step in which product is in the hands of the consumer is
satisfied with the goods as it up to the mark of expectation. Here, mouth publicity take place
more as they push other to buy the product which leads in increasing huge sales volume. It helps
to generate huge revenue from the public.
Post-purchase: In this stage the consumers experience the products and decided whether
the purchase which they have made is beneficial to them or is not up to their expectation. After
analyzing they decides whether to buy the product in the near future or should avoid the use of
this product
P3) Conduct comparison in decision-making process of business to company (B2C) and business
to business (B2B)
Decision making process refers to as making choices by accumulating data, examining
alternate options and identifying a decision. Organization follow decision making process step
by step so that best results can be attained (Lockshin and Corsi, 2012). Aston Martin vantage
cars follow decision making stages effectively as it is concerned with organizing, controlling,
planning and directing functions of a manager. Moreover, effective decision helps to firm to
accomplish set standards in the designed time interval. On the other hand it can be defined as
pervasive function of mangers aimed at meeting enterprise goals and objectives. In intense
competitive world few have goal of selling goods to the consumers while rest think to sell their
product to different business concern . Moreover, they concentrate on best customer service and
customer based sales process. To understand decision making process Aston Martin vantage has
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selected product car for B2C(business to consumer) and product tyre for B2B (business to
business).
The comparison in decision making between Business to Business and Business to
customer marketing are discussed as follows:
Basis B2C (Business to consumer) B2B (Business to Business)
Need recognition This is the first step of decision-making
process. Here, end user develop desire
to utilise the product that is mandatory
in their day to day working. In case of
car, they think that car should reach out
to every corner across the globe.
However, in this particular
condition client understand the
need of tyre. It requires
sufficient time for
manufacturing of goods in
order to satisfy them.
Gathering
information
Here, consumer conduct research on
goods in open market place (Labrecque
And et. al., 2013). In regards of Aston
Martin vantage cars knowledge about
maintenance cost, additional
characteristics of car and evaluate
experiences of other people are
gathered. All this affect the decision
making process in both positive and
negative aspects.
In global market after
distinguishing the demand of
the client later on start
process of assembling data
related to tyres by various
available source which are,
social media, friends, relatives
channels of distribution and
sellers.
Evaluation of
options
In this condition customer figure out
best alternate from the pool of options.
However, in car product comparison is
done on numerous aspects such as,
mileage, speed, quality, colour, features,
design etc.
However, in this process client
compare various sources of
products with each other before
deciding to purchase the car
(Moser, 2015). The
comparison is done on the
basis of quality of car, cost of
tyre, warranty, guarantee, its
durability and substitutes.
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Assessment of
evidence
In this process, customer finds out the
best option available. In car product
they will compare various features like
prices, quality, speed, colour, and
features.
King of the market that is
customers analyse all the data
and information accumulated
from all available suppliers
regrading car tyre.
Selecting an
alternative
In this decision-making process client
calculate the advantages and
disadvantages of the car from gathered
information (Dolan and et. al., 2012).
Whereas, in this decision-
making stage end user examine
all assembled information and
data about tyre.
Implementing
decisions
In this step finally customer make up
mind and visits car showroom in order
to purchase it as well as to satisfy the
needs. Many time client cancel to
purchase the car product from the
available options.
When the customers needs and
wants are full-filled then buyer
decide to purchases the tyre
from seller and accordingly
make payment.
Evaluation This is the last stage of decision making
process buyer at last purchase the
product. Moreover, marketers ascertain
whether the purchased car is full-filling
the excepted needs of the purchaser or
not. Evaluating feedback for the product
is necessary to make improvements in
order to make product more attractive
for the clients.
The sale of car is ultimately
completed successfully.
Marketer assess the purchasing
decision of the client so as to
measure modification done in
the goods for potential
consumers. It help them to gain
competitive advantage against
rivalry which is a positive sign
for the firm .
P4) Assessment of the numerous approaches to market research and distinguished methods of
research adopted for understanding B2B and B2C decision-making process.
Martin vantage cars is assessing distinguished approaches to market research so that best results
can be attained in cut throat competitive world (Brodie and et. al., 2013). Along with this
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numerous methods of research is adopted in order to understand B2B and B2C decision making
process so that easily set goals and objectives can be attained as compare to competitors. Timely
examining the approaches and methods helps organization to grow the business successfully in
competitive market place.
Personal interviews: Interview in an organization generally last form half hour to one
hour. It can be said that personal interview is similar to focus group. In this case open ended
questions are prepared as well as they are unstructured in nature. As compare to survey the data
gathered is much more reliable and authentic which is accumulated at the time of personal
interview (Oliver, 2014). B2B (Business to Business) and B2C (Business to Consumer)
marketers utilize this for investigating the trouble associated with new tyres and car products
in intense competitive world. In this candidates can be judged more closely and can read out
their gestures and body language weather they are real or fake in nature.
Observation: To grow the business successfully in intense competitive world it is
essential to assemble findings by focus personal interview, group and surveys in order to gain
reliable results. This is more consistent method as compare to other types. However, it is not
mandatory that the data gathered by surveys, focus groups and personal interviews will be
always actual and authentic in nature. There are chances of fraud and cheating while collecting
information. Observation method ensures correct and accurate data collection to it's readers.
Hence, the decisions taken by the B2B and B2C marketers through this market research method
will provide more considerate and true results. In regards of B2B, marketer take decision of
supplying tyre by discovering the same product suppliers and their prices, manufacturers of end
product like cars, trucks, buses, etc.
P5 Influence of marketers on different stages of decision making process of B2B and B2C
Both the types of businesses, Business to business (B2B) and business to customers
(B2C) are based on the concept of buying behaviour which also has an influence on their buying
behaviour (Zhang and Benyoucef, 2016). All the aspects such as prices, quality etc. are
considered before making purchase decisions by customers and businesses. B2B customers go
through a lengthy process of selection of products which they decide to purchase. They first
analyse the benefits of the potential products before spending money to make such purchases.
For example, in a (B2B) business related to dealing in chocolates, the business purchasing
materials from other business will first check sample of chocolates and evaluate its taste, texture,
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packing etc. before making a final decision of purchasing chocolates from that company.
Marketers can influence this decision by providing the business with chocolates that are high in
quality and low in cost, this will ultimately influence the company to buy chocolates from such
business only as against other alternatives available in the market. In this way marketers can
influence decisions of businesses at every stage when they are making a purchase decision from
other businesses. This helps in lowering costs for the purchaser and also variety of options are
available to choose from. In the case of Business to customer decision making, marketers have
an influence on decision-making. The marketers first recognize the needs, wants or problems of
customers that are to be satisfied by providing them with products and services (Lim, 2016).
After this search of various alternatives that are present in the market is done which can be used
by the customers for their satisfaction. After this stage alternatives are evaluated on the basis of
their value that they create for customers. Decision of purchase are then made by selecting the
best alternatives so that maximum level of satisfaction of customers is achieved and they can be
made loyal to the company so that repetitive purchases can take place. For example a customer
before buying a car will first evaluate whether there is need for a car and if needed then the size
and purpose for which the car is to be bought is analyzed. After this budget available is checked
and various options available in the market are evaluated based on their prices and quality that
are required to fulfill the customer needs. After that best suitable option is selected from among
all the alternatives, final purchase is made. Small businesses can attract more customers towards
their products by providing free samples to the customers so that the quality of products can be
evaluated at the initial level before making loyal customers (Jerath and Park, 2014).
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CONCLUSION
From the above report it can be summarized that consumers behave differently in the
market depending on their needs and expectations from the products and services they are
willing to purchase. The consumers go through certain stages of decision-making before buying
a product. Price, quality, value etc. are certain aspects that are to be considered by all the
consumers to evaluate a product strategically. All the customers whether they are businesses in
B2B type of business or end users in B2C type of business are affected by marketers who
influence them at every stage of making decisions. Different approaches and models can be used
by the marketers for devising a particular path through which customers and businesses can take
appropriate purchase decisions. Hence, consumer behaviour insights helps in making decisions
and applying the knowledge to make strategic marketing decisions. Segmentation of market for
conducting market research for developing consumer-oriented strategies so as to influence and
attract more customers towards certain products and services.
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REFERENCES
Books and Journals
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Pitta, D. and et. al., 2012. Identifying Millennials' key influencers from early childhood: insights
into current consumer preferences. Journal of Consumer Marketing.
Ellis, J. L. And et. al., 2012. Insights into willingness to pay for organic cotton apparel. Journal
of Fashion Marketing and Management: An International Journal. 16(3). pp.290-305.
Paul, J. and Rana, J., 2012. Consumer behavior and purchase intention for organic food. Journal
of consumer Marketing. 29(6). pp.412-422.
Fastoso, F. and et. al., 2012. Risk, trust, and consumer online purchasing behaviour: a Chilean
perspective. International Marketing Review.
Lockshin, L. and Corsi, A. M., 2012. Consumer behaviour for wine 2.0: A review since 2003
and future directions. Wine Economics and Policy. 1(1). pp.2-23.
Dolan, P. and et. al., 2012. Influencing behaviour: The mindspace way. Journal of Economic
Psychology. 33(1). pp.264-277.
Oliver, R. L., 2014. Satisfaction: A behavioral perspective on the consumer: A behavioral
perspective on the consumer. Routledge.
Zhang, K. Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature
review. Decision Support Systems. 86. pp.95-108.
Lim, W. M., 2016. Understanding the selfie phenomenon: current insights and future research
directions. European Journal of Marketing. 50(9/10). pp.1773-1788.
Brodie, R. J. and et. al., 2013. Consumer engagement in a virtual brand community: An
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Labrecque, L. I. And et. al., 2013. Consumer power: Evolution in the digital age. Journal of
Interactive Marketing. 27(4). pp.257-269.
Moser, A. K., 2015. Thinking green, buying green? Drivers of pro-environmental purchasing
behavior. Journal of Consumer Marketing. 32(3). pp.167-175.
Jerath, K., Ma, L. and Park, Y. H., 2014. Consumer click behavior at a search engine: The role of
keyword popularity. Journal of Marketing Research. 51(4). pp.480-486.
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