Report on Consumer Behaviour and Insight for Expat Explore Travel

This report, focusing on Unit 37: Consumer Behaviour and Insight, analyzes the consumer decision-making journey, emphasizing its importance for marketers like Expat Explore Travel. It explores the stages of this process, including need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase evaluation. The report highlights the significance of mapping consumer decision paths and the influence of factors like heuristics and marketing mix elements. It also differentiates between B2B and B2C decision-making processes and discusses various marketing strategies. The report provides insights into how marketers respond to the decision-making process and influence it through relevant methods and models, ultimately aiming to help Expat Explore Travel understand and cater to its customers' preferences and behaviors.

Unit 37 – Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Concept and analyse the stages of consumer decision making journey.................................3
Importance of marketers to map a path in respect of understanding consumer decision making
................................................................................................................................................6
Evaluate how marketers are responding to the decision-making process..............................7
TASK 2............................................................................................................................................8
Compare key differences of decision making process in B2B and B2C................................8
Different approaches to market research for understanding the decision-making process in
both B2C and B2B contexts...................................................................................................9
Evaluation of different factors that persuade the consumer's buying behaviour..................11
TASK 3..........................................................................................................................................11
Influence on marketers different stages of the decision-making process of B2C and B2B,
giving specific examples......................................................................................................11
Evaluation of Marketers influence on decision-making process with relevant methods and
models applied......................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERNCES:................................................................................................................................13
Books and Journals:..............................................................................................................13

INTRODUCTION
In today's business environment, customers' tastes and preference are change day by day
that becomes the problems for organisation. It becomes very typical for organisation that how
they can deal with the dynamic nature of business environment and consumers' behaviour. It is
very important that they should take a necessary corrective action in order to solve their issues. It
can be solved with the help of understanding consumer behaviour so that they can make their
products and services accordingly (Bordogna, Federo, and Mouawad, 2020). In this context,
Expat Explore Travel is the travelling company that gives best customer services to the travellers
with their cost effective products. Their headquarters is located in London, England. It is very
necessary for this company that they should identify and analyse the consumer behaviour so that
they can make their products as per the demands. This report shows the stages of consumer
decision making process when they plan their journey. It also covers the importance of map a
path so that marketers can make their strategies in order to promote their goods and services. It
also covers the difference between B2B and B2C.
MAIN BODY
TASK 1
Concept and analyse the stages of consumer decision making journey
Consumer decision making is the set of decision that taken by a consumer in order to
purchase something (Holienčinová,and et. al). It actually influences the purchasing behaviour of
consumers. It is very important for Expat Explore Travel that they should understand the factors
of influence the consumer behaviour. It is very necessary for an organisation that they should
identify all those factors such as social, cultural, psychological, etc. Expat Explore travel always
focuses on consumer decision. For example, they analyse the market with the help of market
research so that they can find the tastes and preferences of their potential buyer. There are types/
levels of consumer decision making are mentioned below:
 Limited problem solving: In this category person have already basic information about
their products so that's why they do not required basic information and they can search
extra or additional information (Chamboko, 2018). For example, in Expat Explore Travel
a person who wants to purchase a travel package so they already have knowledge about

the travelling sites. So that's why they need more information about their competitors
regarding price, facilities, etc.
 Extensive problem solving: In this decision making types customers get more and more
information for taking a decision that's why it is termed as extensive problems solving. It
need when they take a important decision such as they decide for foreign country tour
packages, hotels, etc.
 Routinised response behaviour: These are day to day decision that needs no
information and they can take decision on the regular basis.
Views of Consumer Decision Making
There are many types of views that taken by a consumer in the decision making process
which is mentioned below:
 A cognitive view is refers to the view in which a consumer can take decision only
because they like a particular brand. For example, they take a decision for Expat Explore
travel because they like that brand.
 An emotional view is concerned with the attachments that a consumer feels from a
particular brand without taking any information.
 An economic view is the perception in which a consumer can take decision after seeing
the price and value of the products (Kiraithe, 2020).
 A passive view is concerned with irrational behaviour that taken by a person.
Stages of consumer decision making
There are total 5 stages of consumer decision making are mentioned below:
Need recognition
It is the first stage in which Expat Explore Travel need to recognise the problem of
consumer. A consumer can identify the state in which they can feel satisfaction. They identify
that why they feel unsatisfied. That because of any unfulfilled needs.
Search for information
In this stage a consumer need to identify the products that can assist in satisfied their
need. For that purpose they search a information that their products can according to their
expectation in terms of price, ease to use, etc.
Evaluation of alternatives

After collecting the information they need to make a list in which they are trying to
gather all information about options that are available. They evaluates the alternative which they
are gathered.
Purchase decision
It is the important decision that are taking by consumers in respect of which products
they are choosing for purchase (Köylüoğlu, İnan, and Acar,2018). It is very necessary that they
choose right products.
Post purchase evaluation
Post purchase is concerned with the evaluation that is done by a customer when they
experienced products. It assists in taking next corrective actions.
After the brief study of 5 stages, it is analysed that Expat Explore Travel should
understand the consumer decision making process by analysing all 5 steps so that they can
assume the nature and behaviour of their potential buyers. It is identified that a consumer goes
through a journey when they take a decision about purchasing. It is not an easy task for Expat
Explore Travel that they have to identifying and analysing the stages in which the consumer are
going. They have to understand that and then take decision about their product which they are
serving to customers. For that purpose, Expat Explore Travel have to understand the five stages
of consumer decision making journey.

Importance of marketers to map a path in respect of understanding consumer decision making
Customer decision path is the roadmap that guides marketers that what actually they
often to purchase the products. It becomes very necessary for Expat Explore Travel that they
should understand the journey of their customer’s decision making process so that they can
understand their behaviour and make products accordingly. It is necessary because it is analysed
that there are many factors that affects on consumer decision making. These factors can be
impact on marketing mix so that's why a marketer should understand the factors which are
mentioned below:
 Heuristic is the condition of customer mind that take frequent decision and solve their
problems easily (Kunjithapatham, and Santhanakannan, Masunu, 2020). It gives impact
on their decision making process because they are not taking too much time. So it is
important for a marketer that they should promote their products and services in order to
impact very fast on consumers' mind. For example, in Expat Explore Travel takes prompt
decision so that their employees cannot face any problems and challenges when they are
looking for bookings.
 Marketing mix also get affect on customer’s decision as it shows the information about
their products. Marketers of Expat Explore Travel need to make their elements in to key
elements so that they can take a right decision.
 Apart from the above factors there are many factors that influence on decision making
such as elements of marketing mix impacts on customer’s decision. For example, if a
person wants to buy a tour and travel package from Expat Explore Travel then they have
to find the price so it gives impact on their decision.
 It is identified that day to day business get rises due to new technologies. They are trying
to adopt them that give a great impact on customer’s decision. For example, online
transactions make the process easy and customers feel happy that they book before they
visit location. There is some model of organisational decision making. It consists of some
stages that are Awareness and Recognition, Specification and Research, Request for
Proposals, Evaluation of Proposals and Order and Review Process.
 Companies analysing that day to day C2C purchasing get rises that means business are in
risk as customer get purchase direct from another customers so that’s why it is necessary

for Expat Explore Travel that they have top tale a right step in order to overcome and
reduction of risk.
From the above discussion it is very clear that these factors get impact on customer’s
decision making prices and that's why marketers need to map a path (PAGARE, 2019). It is
identified that for that purpose organisation use different model of buying stages such as CDM
and map a path of customer’s decision making process. It plays a very significant role and gives
many benefits that are mentioned below:
 It is very beneficial for marketer as they can understand the nature of their potential
consumers and because of that they can take decision in order to satisfy their needs and
wants. Expat Explore Travel's marketer can easily analyse the trends of market and then
take a necessary corrective decision.
 If a marketer of Expat Explore Travel can understand their behaviour then they can
produce goods and services accordingly which attracts customers.
 A path gives the guidelines about customers' changing attitude and behaviour which
assist marketer of Expat Explore Travel to make their marketing mix elements
accordingly. They can achieve their target market easily.
From the above importance it can be clear by Expat Explore Travel that they should use a
map so that they can understand the path of consumers’ decision. It is necessary for Expat
Explore Travel to make a decision-making map which assists in taking a right decision.
Evaluate how marketers are responding to the decision-making process.
It is analysed that a marketer needs to understand the behaviour of customers as it assist
in guiding them to take corrective action in order to increase their sales and achievement of
target market. It can be clearer with the help of example such as a family who always go for a
tour 2 times per year (Pourfakhimi, Coetzee and Duncan, 2020). For that purpose they need to
search information about the price of travel and tour package on Expat Explore Travel. It is
analysed that marketer of the company need to analyse their search and on the basis they design
their tour packages.

TASK 2
Compare key differences of decision making process in B2B and B2C.
B2B business: Business to customer is a process which is mainly concerned with selling of
products and services directly to the consumers. That means they are not adding any middle
person. This type of process is typically used by online retailers who can sell their products and
services with the use of internet. It is identified that online business to customer becomes a major
threat for traditional retailers. Online business to customer provides products at low prices as
compared to traditional retailers. This is the main reason that Expat Explore Travel Company is
come under B2C. They are selling their services directly to the customers by providing tour
packages. There is no middle man who works between consumers and organisation.
B2C business: Business to business refers to a process in which a business sells their
products and services to another business. That means another business is not end user for their
products and services. It includes wholesaler and retailers and there are some common places
such as property management, industrial cleanup, housekeeping, etc. This is the process in which
a company provide raw material to another company for manufacturing purpose.
B2B decision making is the process in which the decision is undertaking by business
that means they are not involving any customers. Whereas B2C refers to the decision
making process that is taken by customers in order to buy something. It is identified that
B2B and B2C decision making process are different that should be know by the marketer.
It is analysed that B2B decision making process takes too much time as it includes
company's decision making process. Whereas B2C decision making process is less time
taking as compared to B2B because the decisions taking by customers (Remeşovschi,
2018). Customers take decision very fast. For example, hotels take decision of selling the
products and services to the travel websites so that there hotels get higher chances of
increasing customers. In this decision making process they need to search information very
deeply and they have to analyse the market conditions that their products are acceptable
by companies or not. Expat Explore Travel is B2C company that provide services to
customers. But is a consumer can take decision regarding choosing travel and tour
packages then they take less time as compared to B2B. It can be clearer with the help of
below table:
Basis B2C B2B

Decision rationale It is analysed that decision
making under B2C is less
rational because they do not
take much information.
As compared to B2B, B2C is
more complex decision as it
is analysed that they take
rational decisions.
Marketing approach In this method the decision
that taken is on the basis of a
product driven market
approach.
But in B2B the marketing
approach is relationship
driven that means they build
long term relationship.
Customers types Customers can be households,
individuals, etc.
All types of companies are
considered as customers in
B2B.
Decision makers Decision makers are almost 2-
3 people. One person can also
take decision.
In B2B, decision makers are
always 5-12 people.
Purchasing size Customers choose products at
low prices (Robayo-Pinzon,
Montoya, and Rojas-Berrio,
2018).
Prices of products re
relatively high as compared
to B2C.
Buying cycles It always continues day by
day, weeks, etc. that means it
not stop.
In B2B buying cycle is
continuous by month to years
because business cannot
always try to purchase
products.
Example For example, buying a travel
package by a customer for a
purpose of visit location.
Expat explore Travel is falling
in B2C business. There are
many examples which do B2C
For example, Google,
Marriott International,
American express, Walmart,
etc. Are B2B business.

business that are flipkart,
myntra, Jabong, Amazon, etc.
Decision making process The decision making process
in business to customer is
depends on process which
consists some stages that are
problem recognition, need
description, product
specification, supplier search,
supplier selection, order
routine specification and
performance review.
The decision making process
of business to business
depends on service and
quality of organisation. The
decision making process is
very complex as compared to
B2C as they have to look
forward on each and every
angle parties involved in
process, internal external
influence forces, etc.
From above table it is clear out that B2B and B2C business are different from each other.
If organisation wants success and growth then they have to critically analyse the difference
between two methods of business.
Different approaches to market research for understanding the decision-making process in both
B2C and B2B contexts.
Market research activities are performed to cater the needed and required facts and
figures that will help in understanding the target market in a better manner. This will help them
in knowing the demands and supplying in the same manner. The market is evaluated and
examined on the decisions which are taken according to the set approaches in this reference. The
decision-making process is required to be very effective and for this the approaches followed are
required to be efficient and productive. The approaches of market research include surveys,
interviews, observing customers, focusing the target groups. Through surveys and interviews the
marketers are facilitated to judge the market by asking them related questions and taking their
views and suggestions. These can further be taken into consideration and acted upon so that
deficiencies are reduced. Other than that there are the approaches of observing and focusing the
target consumers and the market will be considered as evaluating them on basis of their activities
and routines (Roy, and Naidoo, 2021). Expat Explore Travel has its officials in the market who
are performing these tasks time to time and serving the purpose. B2B or Business to Business

refers to exchange of information among different business organisations whereas B2C or
Business to Consumers refers to exchange of information between business and its consumers
through the approaches of market research. B2C involves various methodologies to understand
the consumer behaviour as to approach consumers it is required to come up with various
strategies. B2B reduce the market complexities as the industry in whole is working for
upliftment of the market. In B2B the businesses who can either be the competitors also provide
feedbacks. The feedbacks and suggestions coming from competitors is not an easy task. So B2C
serves as a good advantage. The large market can be studied through B2B and B2C will involve
personal touch which makes it hard to cater large sums. There are various market research in
which can be adopted by the market researcher as and when required according to the way which
he has adopted.
Different approaches to market research in B2C and B2B
Some important market strategy in B2B and B2C are qualitative and quantitative. It can
be done with the help of analysing seasonal sales, calendar fill ups, create marketing personas,
Facebook reviews, etc.
Differences between B2B and B2C marketing research
There is one important difference between B2C and B2B research is the complexity in
the process of decision making. That means the decision making process is different from each
other and that is one of the important difference in their market research. In B2C market
research, it becomes very easy to take a decision because consumer is more straightforward than
in business. Whereas in the process of B2B they have to take a decision after analysing from
number of different angles.
Advantages of market research:
These help in easily detection of the issues and challenges faced which brings out many
opportunities. This even helps in framing better and updated market strategies which will lead to
growth. It helps in understanding the needs of consumers as well. For example, Expat Explore
Travel need to perform a market research so that they can analyse the whole market and their
trends which can helps in attraction of customers.
Disadvantages of market research:

The market research takes a lot of time and it is also costly activity. There are times when
information procured is sometimes inaccurate. But it is identified in the case of Expat Explore
Travel that market research takes a lot of time to analyse the needs and wants of customers.
Market research is essential for the Expat Explore Travel as it assists in identifying the
sources from which an organisation can obtain their objectives and maximize their profitability.
A company’ objective depends on the effectiveness of market research. That means if companies
cannot meet their aims if they are doing a good market research. So that’s why it is necessary for
the organisation that they should make sure about effectiveness of market research.
Evaluation of different factors that persuade the consumer's buying behaviour.
It can be evaluated from the above how the travel and tourism sector the decision-making
process and behaviours of consumers to purchase can be persuaded. For an example, there are
deficiencies in cultural factors that affect the decisions in Expat Explore Travel, how consumers
will be persuaded and choose the travel and tour packages (Saharan, and Singhal, 2018). This is
the reason that consumers will be choosing the best available alternative. Factors such as
customers economic conditions, income level, their perception, etc. All these things gives a great
impact on the decision making process of consumers.
TASK 3
Influence on marketers different stages of the decision-making process of B2C and B2B, giving
specific examples
The marketers are highly influenced by the market conditions when they are performing
decision making process. For an effective decision making process it is required by them to work
with a process where identification of the decisions is made. Then onto them the facts are catered
by different sources. The best suitable alternatives are found which are then choose which is
further supported by taking the final action and then taking suggestions. In B2B marketers are
taking aid and assistance by the business organisations in the same industry. In Expat Explore
Travel, they are working as a tourism company who seeks advices and suggestions from other
travel companies. They can also extend their services to each other if are providing something
different at a cost. While in B2C the the services are extended to consumers and then feedbacks
are received which will make the product more effective. The difference among B2B and B2C
can be seen as: