Consumer Behaviour: Marketers Influence on Decision Making, RB Group

This report delves into the multifaceted realm of consumer behaviour, examining how marketing strategies, particularly those employed by the Reckitt Benckiser Group Plc. (RB Group), influence consumer decision-making processes. The analysis covers various stages of consumer decision-making, including problem recognition and information search, and how digital media, consumer feedback, and traditional advertising impact these stages. The report also explores the organizational decision-making process, contrasting B2B and B2C marketing approaches. Furthermore, it applies Maslow's Hierarchy of Needs to consumer behaviour, highlighting the importance of physiological and safety needs in the context of RB Group's product offerings. Cultural and sub-cultural effects, along with diversity and equality are also examined. The report concludes by emphasizing the significance of understanding consumer behaviour to develop effective marketing strategies and product development, providing valuable insights for businesses aiming to thrive in the competitive market.

Running head: CONSUMER BEHAVIOUR
Consumer Behaviour
Name of the student
Name of the university
Author Note:

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Table of Contents
Activity 2:........................................................................................................................................3
Part 1. Introduction:.........................................................................................................................3
Part 2. How marketers influence the different consumer decision-making stages:.........................4
Part 2.1. Impact of developments and digital audience research on decision-making process (with
examples and contexts):...................................................................................................................4
Part 2.2. Improvement of consumer insight and product development by digital audience
research (use of 4Ps and digital technology):..................................................................................4
Part 2.3. Traditional media:.............................................................................................................5
Part 3. Any two stages in consumers decision making process and their strengths and
weaknesses:......................................................................................................................................5
Part 4. How marketers influence the stages in the organisational decision making process:..........6
Part 4.1. Maslow’s Hierarchy of Needs:......................................................................................7
Part 4.2. Linking of Maslow’s Hierarchy of Needs to Consumer Behaviour and insights:........8
Part M3............................................................................................................................................9
The tri-component attitude model:..................................................................................................9
Cognition:....................................................................................................................................9
Conation:....................................................................................................................................10
Affect:........................................................................................................................................11
Cultural and sub cultural effect:................................................................................................11

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Diversity and equality effect:.....................................................................................................13
Tackling cross-cultural issues related to consumer behaviour along with approaches to
overcome the issues:..................................................................................................................15
Part 5. Any two stages in the organisational decision making process as well as their strengths
and weaknesses:.............................................................................................................................15
Part 6. Conclusion:.........................................................................................................................16
References:....................................................................................................................................18

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Activity 2:
Part 1. Introduction:
Consumer behaviour has emerged as one of the determinant factors, which determine the
profitability, and competitive advantages, which business organisations enjoy in the global
market. Erevelles, Fukawa and Swayne (2016), mention that business organisations in order
acquire immense amount of consumer data to recognise their behaviour. Stankevich (2017)
strengthens the discussion by pointing out that consumer behaviour impacts the consumer
purchasing decisions which, ultimately leads to sale of goods and/or services in the business
organisations. Purchasing behaviour of consumers are impacted by different factors like cultural
perceptions of consumers, their needs and feedbacks available about the product online. That is
why multinational companies take into account the purchasing behaviour of their target
consumer segments and factors influencing this purchasing behaviour while forming product
strategies. This ensures that the products, which these multinational companies market are
aligned to the needs and expectations of their target consumers, thus leading to sales of products
in large volume, which in turn, generate profits. The aim of the paper would analysing consumer
behaviour and their purchase decisions. The researcher would pay particular attention to one of
the main factors impacting consumer behaviour at present namely, digital media. The research
would ultimately throw light upon how the findings from consumer behaviour and purchase
decision patterns could be used by multinational companies to develop products. The company,
which would lend the research the strong substratum to commence, would be Reckitt Benckiser
Group Plc., which is a multinational fast moving consumer goods marketing firm based in the
United Kingdom (Rb.com. 2020).

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Part 2. How marketers influence the different consumer decision-making stages:
Marketers influence the decision-making stages of the consumers in several ways.
Multinational companies like Reckitt Benckiser influence the decision making process among
the consumers by using digital media, incorporating the feedback of the consumers in the
product development process and using traditional media. The following section would explore
how the company impacts the purchase decision making process of the consumers:
Part 2.1. Impact of developments and digital audience research on decision-making process
(with examples and contexts):
Development in digital audience research has enabled the company to have positive
impacts on the decision making process of the consumers. For example, the company is able to
gain feedback from customers regarding its different products from different digital sources like
Facebook and third party customer feedback platforms. The company is able to incorporate these
feedbacks of consumers in its product strategies. Thus, the company is able to offer products,
which are aligned to the needs of the consumers, which in turn encourages them to purchase RB
products. Thus, one can establish on the strength of the discussion that development of digital
audience research has enhanced the marketing decision making operations of RB.
Part 2.2. Improvement of consumer insight and product development by digital audience
research (use of 4Ps and digital technology):
RB can incorporate the consumer insight to develop products using digital audience
research. For example, the company is able to conduct primary research like obtaining
consumers’ feedback online to recognise their needs like needs for disinfectants made from
environment friendly ingredients. The company incorporate these feedbacks in developing new

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products. This is evident from the fact the company has introduced Dettol in variants like aloe
vera, which are of natural origin.
Part 2.3. Traditional media:
Reckitt Benckiser uses traditional media like print media and audiovisual media to
influence the consumers. The company advertises its products like Dettol and Harpic
aggressively on the audio-visual like television. The advertisements stress on the aspects of the
products like their superior quality from which the consumers can benefit. Similarly, the
company also advertises its products in newspapers and magazines. This aggressive
advertisements of the products in these media create a strong perception about the products of
the company among the consumers which has positive impacts on the purchase decision of the
consumers. Thus, one can establish from the discussion that RB has influences the purchase
decisions of the consumers by advertising its products on the traditional media.
Part 3. Any two stages in consumers decision making process and their strengths and
weaknesses:
The two stages of consumer decision-making processes are problem recognition and
information search. The strength of the problem recognition lies in the fact it creates demand for
products and consumers actually start seeking for products, which satisfy their needs. The
disadvantage of this step lies in the fact it is very much affected by promotional strategies of
companies and does not always convert into a purchase.
The strength of information search lies in the fact that it leads to the consumers starting
the search for the products. This actually enables the companies to advertise their products even

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more aggressively to attract the attention of the consumers. The disadvantage of the stage lies in
the fact the consumers can be affected by the negative reviews about the products of certain
companies either online or through word of mouth. They may be affected by the negative
reviews and choose to buy products of competitors companies.
Market research is about the process of capturing and analyzing for interpreting
and reporting the data of the market so that the organization can be informed about their
decisions to get successful. Business uses market research for making distinction among
important matters which is known as the difference between the B2B VS B2C market
research. All B2C market research involves mixed methodology where B2C is not always
the case. This requirement is based on the integrated factors that are required to capture
data which is needed to be test and verified to achieve the acceptable result (Kapoor 2017).
Whereas the B2B market research participates in the business proposal and sometime in
the management level. Here it is more practical and cost effective for the studies. B2B
market research is gives logical data, which are obtained by participating in the market.
Sometime decision makers are competitors who are expecting to provide the feedback,
which may not be realistic. The B2B market research participates in smaller form than the
B2C, which is act as a sample size (P4).
Part 4. How marketers influence the stages in the organisational decision making process:
Marketers like Reckitt Benckiser can influence the stages in the organisational decision
making process either through B2B channel or through B2C channel. The B2B market is
different from the B2C sector as B2C transaction occurs through an intermediary retailer or an
agent whereas the B2B refers to the transaction that take place between the general upstream of

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customer and businesses. The marketers or consumers can directly provide feedbacks to the
company namely, RB on its official website or social media pages. The management of the
company would take into account these feedbacks to form their product development strategies
in the future. Similarly, the B2B channel can also influence the decision making processes in the
companies. For example, the retailers selling RB products may estimate the future demands of
different products of the company like Dettol and Lysol. They would communicate these
significant pieces of business information to the wholesalers, which purchase goods directly
from the company. The wholesalers would in turn inform the company about the future
estimated demand for products (Achola and Were 2018). Thus, one can establish that the B2B
channel partners of RB can also influence the business decision making processes of the
company.
Part 4.1. Maslow’s Hierarchy of Needs:
The theory of Hierarchy of Needs, put forward by Maslow can be important in
understanding the values that customers can attach with the products of Reckitt Benckiser.
According to Maslow’s hierarchy of needs there are five significant needs that need to be
satisfied for all individuals. These needs are placed in the form of a pyramid and the needs at the
lower levels need to be fulfilled to reach the top.
In the order of their diminishing importance, the needs are physiological needs, safety
needs, love and belonging, esteem and self-actualization (Bishop2016). Reckitt Benckiser is an
organization that is essentially engaged in manufacturing products that address the various health
concerns of the customers.In consideration of the same it can be said that the two most important
needs that are fulfilled for the customers are physiological needs and safety needs. Physiological
needs are related to some of the basic requirements of all human beings. These are air, water,

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shelter, food, clothing, reproduction and other related aspects of life. Safety needs are related to
the factors such as safety, employment, resources, health or property. In consideration of the
same it can be said the safety needs are much more importantly fulfilled by the products of RB.
The decision making factors of customers are definitely governed by these factors. The
fulfilment of customer needs is an intrinsic aspect of any large brand. It is important for RB to
take different strategies for B2B and B2C customers. It is important to note that the needs based
hierarchy is due to affect the B2C customers more. It is important to note that the B2B customers
are more affected by the dynamics of demand and supply.
Part 4.2. Linking of Maslow’s Hierarchy of Needs to Consumer Behaviour and insights:
The hierarchy of needs is essentially a motivational theory that is related to the
psychological factors that govern decisions taken by individuals. In consideration of the above
analysis safety needs were found to be the prime needs that are addressed by the products of RB.
However, following the safety needs, the physiological need and the need for love and belonging
are also much important in the decision making process of the customers. The factors that govern
consumer behaviour are very much dependent on these aspects as RB manufactures products that
are focused on addressing the health and welfare needs of the customers.It is important to note
that the consumer choices would depend on how much the products are able to meet the health
and welfare needs of their families. Considering the psychological needs of the customers, the
most important drivers are food, shelter and water. The customers would like the products to suit
their essential living standards. The safety needs of customers remain the most important needs
that can be fulfilled by the products. The main drivers in this case are resources, health and
personal security.

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If products of RB such as Lysol, a floor cleaner; Dettol, a first aid antiseptic product and
Harpic, a toilet cleaner are considered these drivers are very well contained (Rb.com 2020). Love
and belonging greatly influence the buying decisions of the customers. The drivers in this case
are family, intimacy and sense of connection. The customer would like to ensure the health and
safety of their families by making important purchase decisions. Many products of RB are
focused towards family health, thereby linking the needs of safety and love and belonging
together. Hence, it can be said that customer motivation also depends on the interplay between
the aspects of the various tiers.
Part M3.
The tri-component attitude model:
Cognition:
The first component of the tri-component attitude model is cognition. The customers
need to be able to recognize and recall the product values that are associated with specific
brands. The customers would be able to gather better knowledge if they are able to recognize and
recall a given product more often. This can be tested by making customers recall products
through aided means. For example, customers generally associate Dettol with hygiene.
Recognition tests can be taken among some customers to understand their knowledge and
perceptions of the brands. This in turn can help the company to understand more about the
strategies that are effective to increase recognition value among the customers. Consumer
learning can be more effectively measured by this means as customers associate more
importance with the products that they recognize more.The value of recall can be enhanced

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through better marketing tactics. Once information is available about the recognition and recall
value that customers attach with the product, more effective marketing techniques can be
utilized. Messages that help to align the customer’s identified needs with the products can be
focused more.
Conation:
Conation refers to the want or desire among consumers to acquire products to fulfil
specific needs. Consumer learning can be more effective if the customer feels that a product is
just right for him/her. The feelings of the customers are greatly relate to their purchase
intentions. Attitudinal aspects of the customers are concerned more with the development of
overall feelings towards a brand. Consumer learning can be more effective if the customer feels
that a product is just right for him/her. The feelings of the customers are greatly relate to their
purchase intentions (Hutchinsonand Eisenstein2018). For example, most of the consumers prefer
Harpic to other toilet cleaners manufactured by firms like Unilever. Similarly, Airwick is
preferred by consumers to freshen up their cars and home. In case of RB, the products can
provide more attitudinal values if the customer thinks that they can ensure the health benefits that
they can gain from them. Some of the most important measures of customer attitudes are
customer feedback and word of mouth. Hence, the customer’s attitudes are much important
measures to know how much importance the customer associates with the products of the
organization. The patterns of customer attitudes can be examined to understand customer
learning more effectively. Subsequently,consumer behaviour and purchase decision patterns
could be used by the company to develop products. The key is to understand the trigger that
either intensifies the attitudes of the customers or the values that determine consumer attitudes.

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Affect:
Affect refers to the influence the products have on the consumers. Products, which have
positive impacts on consumers but creating value to them generally, have strong impact on their
cognition. Consumers associate the products to specific purposes and repeat purchase them. For
example, most of the consumers associate Dettol with hygiene and purchase it to clean their
homes as well as their clothes. (Hu, Dow, Chongand 2018). The firm should observe the affect
its products have on consumers to form future strategies. Observable responses of customers can
be traced to understand their behavioural tendencies in determining what to buy. This is true in
case of most of the products that are available in the market. RB manufactures products that are
mostly related to the health of the customers, either directly or indirectly. This aspect of
consumer learning is more important to find how much the company has been able to influence
the customers. Visual cues provided through advertisements often make customers associate
some real life issues that they face. This can further be enhanced through the effective utilization
of imagery that depict real issues faced by the customers.
Cultural and sub cultural effect:
Cultural and sub-cultural factors have great impact on the consumer behaviour and the
purchase decisions of the consumers pertaining to products. Smircich (2017) defines the term
culture as set of social practices and norms, which are held as well as implemented among a
particular population of people. The definition can be interpreted in terms of consumer behaviour
as sets of beliefs and perceptions which particular segments of consumers hold regarding certain
products and use them to make purchase decision while purchasing the products concerned.
Zekiri (2017) define the term subculture as the distinct perceptions, ideas, practices and beliefs,
which certain groups of people hold among the cultural groups under study. Sub cultural