Consumer Behaviour and Customer Insight Analysis: H. Samuel Report

This report analyzes consumer behavior and customer insight within the context of H. Samuel, a jewelry company. It begins by defining consumer behavior and its importance for marketing decisions, highlighting areas needing attention such as customer service and product quality. The report then outlines three research objectives: gaining insight into consumer behavior, identifying factors influencing changes in consumer behavior, and analyzing consumer behavior models. It links consumer behavior models, including the theory of reasoned action and the theory of planned behavior, with consumer decision-making processes. The report proposes a quantitative research methodology using survey questionnaires and a positivism approach to collect data. It also discusses the black box model of consumer behavior, emphasizing internal and external factors influencing purchasing decisions. The report underscores the need for improved customer service, employee training, and attractive promotional activities to enhance market share and achieve organizational goals. The assignment also provides a model of consumer behaviour and links it to the consumer decision-making process.

University
CONSUMER BEHAVIOUR AND CUSTOMER INSIGHT
Name
Lecturer’s Name

Consumer behaviour and customer insight
Table of Contents
Section A.........................................................................................................................................3
Q1. Understanding of consumer behaviour insight and marketing decisions which need urgent
attention of marketing managers of the H.Samuel..........................................................................3
Q2. Three research objectives for the developing of the consumer insight for H.Samuel..............4
Q3. Linking of consumer behaviour model with that of the consumer decision making while
purchasing of H. Samuel’s product.................................................................................................4
Q4. Proposal of appropriate research methodology........................................................................7
Section B..........................................................................................................................................8
Q5. Presenting and critically discussing of the three research objectives.......................................8
Q6. Conclusion and Recommendation..........................................................................................10
Q7. Reflection on the theoretical models......................................................................................10
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Consumer behaviour and customer insight
Section A
Q1. Understanding of consumer behaviour insight and marketing decisions which need
urgent attention of marketing managers of the H.Samuel
Consumer behaviour refers to as the study of groups of individuals, individuals or even
organisations as well as the processes that are used to select, use, secure and dispose of the
services, products, ideas and experiences for satisfying their own needs and demands.
Similar kind of behaviour has been noticed from the case study provided where H. Samuel has
been the Jewellery company has encountered a lot of consumer behaviour releases which had
literally impacted upon his reputation however consumer behaviour eventually built up his
goodwill in many of the existing markets through the face today it could be eventually noticed
that the consumers of H. Samuel by nature well-versed over the decision of purchasing or buying
anything from the jewellery shops but simultaneously acquire emotional violation on their
purchase. it is suggested that the more the jewellery outlet fabulously deals with the changing
behaviour of consumers, the higher the success and growth could be achieved in the fields of
business this is because Shoppers in this era eventually much more demanding and educated and
is sometimes tough to be handled. As per the observation of Erevelles et al. (2016), on the other
hand, the consumer Insight could be regarded as an interpretation of the trains within human
behaviours that aims for increasing the effectiveness of any service and product for the customer
along with the increase in sales for the mutual benefit gained by them. From the case study, the
consumer behaviour insight could be eventually stated as an non obvious understanding
regarding the customers of H. Samuel which if are acted upon, possess the potential for changing
the behaviour for their mutual benefits. The consumer insights that have been derived for the
jewellery shop in H. Samuel facts have been discovered. From this facts it has been discovered
that almost 77% of the world's consumers shop for the jewelry or conduct their Discovery online
for making final purchasing decisions in the store. The feedback which is extracted from the
customers after selling the product of H. Samuel has shown mixed feelings and behaviour which
is difficult to analyse. Samuel, out of the three consumers to have given good reviews on the
purchase of jewelleries from H.Samuel whereas according to one customer, negative feedback
has been received this is because according to the customers the behaviour and conduct of the
employees were not good and this seems to be quite is possible without apologizing his or her
mistake so the consumer review it the biggest that the consumers had been Furious over the
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Consumer behaviour and customer insight
customer service provided by this company H. Samuels. In accordance with the case scenario,
the manager of the company must look after at improving the customer services and train
employees for behaviour nicely to the consumers in order to Grab their attention more. The
managers are even required to look after in improving the quality of the products and services
sold by them. For more attractive and attention seeking to motional activities are to be held by
the managers of the company in order to enjoy a large market share and that he is all the goals
and objectives that are set by the organisation.
Q2. Three research objectives for the developing of the consumer insight for H.Samuel
As in terms of the case study for the better operation of the company research is to be conducted
for the better operation of the organization as to support the operation of the organizational
market. As mentioned by Andaleeb and Hasan, (2016), every research has specific objective that
guides the operation of the research work. Without objective research. From the case study as
understood the research that is to be conducted is required to have the objective of getting an
insight of the consumer behaviour. The second objective would be to identify the factors
marking the changes in the consumer behaviour. The third objective will be to analyse the model
of consumer behaviour model and to follow the Corporate Social Responsibility
Q3. Linking of consumer behaviour model with that of the consumer decision making
while purchasing of H. Samuel’s product
As per the views of Panzone et al. (2016), the theory of consumer behaviour crucially blends few
elements from the social anthropology economics and marketing behavioral economics and
psychology. It typically examines the way by which attitudes preferences as well as emotions
affect the purchasing behaviour of individuals. It is eventually concerned with economic as well
as social impacts that the consumption as well as the purchasing behaviour has over both over
the wider society and the consumers. The concerned study of the consumer behaviour even
investigates the impacts over the consumers belonging to groups such as friends family reference
groups sports as well as General society. It is concerned with every aspect of buying behaviour
from the pre purchase activities till post purchase activities. As informed by Mandel et al.
(2016), it is basically concerned with every person involved in directly or directly within the
purchasing decisions as well as consumption activities including opinion leaders and brand
inferences. Through the early research, it has been observed that the behaviour of consumers
while purchasing something is quite difficult to anticipate since the keep changing from time to
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time. More precisely it could be stated that consumer insights regards to field which emphasises
over analysing the market research as well as acting as the bridge between marketing and
Research departments within the company. In the words of Nguyen et al. (2016), more common
by Nature consumer insights is said to be the intersection among the features of any brands as
well as the interests hold by the consumers for purchasing anything the desire for. The main
purpose of carried out a customer is that has been for understanding the reason behind the
consumer for choosing a definite brand every time along with their underlying motivation desires
aspirations mindsets modes which triggers their actions and attitudes. Various concepts of
consumer behaviour could be explained through psychology economics as well as sociology on
consumer behaviour Hynes and Wilson, (2016). By the economical notion of consumer
behaviour it could be stated as the behaviour of consumers either rational or irrational while
purchasing any product are enjoying in a service from any particular organisation. From the
perspective of psychology consumer behaviour could be defined as the mental behaviour of
individuals which instigates or influences any person from buying any product a good existing in
the market according to the sociology consumer behaviour is another approach or concept which
is defined in terms of societal norms and conditions. As inferred by Caruana et al. (2016), among
the several models and theories the most venomous and broadly defined theories could be
explained as theory of planned behaviour and the theory of reasoned action.
Theory of reasoned action:
According to this theory of reasoned action it is observed that specificity is considered to be
crucial in the process of making decisions. Any consumer would take a particular action only
when there stays equivalent and specific expectation of results. Since the time the consumer
makes decisions for acting till the time that the action gets accomplished, the consumer is likely
to retain his on her capability for changing his or her minds and deciding over a distant action
course have ample things to learn from this theory of reasoned action while marketing any
product to the consumers marketers are supposed to associate the purchase with positive results
which tense to be specific the theory puts essentiality on the significance of the moving
customers through the pipeline of cells. The theory also entails the fact that marketers are
supposed to understand the long legs between the initial retention as well as the completion of
any action which allows the consumers ample time to speak out of any persons arise any
question regarding the outcome of his or her purchase.
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Theory of planned behaviour:
As per the theory of planned behaviour, it states that the consumers behaviour to be regarded as a
function of the intention for performing the questioned behaviour, the intention which is based
upon attitude, subjective norms as well as per shift control of behaviour in respect of the attitude
of consumers. According to the session of the theory of the plant behaviour is considered to be
one of the specific models which is used frequently in the concern literatures for exploding to
environmental behaviour which includes choice of travel modes recycling consumption of
energy conservation of water food choice as well as ethical investment. the theory essentially
assumes that best prediction of the behaviour is provided by enquiry if the intent to behave in
any certain way eventually stage dance the intention of the consumers would not be expressed in
behaviour if it becomes physically impossible for performing behaviour if the unexpected
barriers stand in a queue.
Figure 1: Model of consumer behaviour
(Source: Keller, 2016 )
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Consumer behaviour and customer insight
Through this model of consumer behaviour as presented at home it is important to notify about
the person characteristics of every consumer never make purchase decisions since it would give a
clear insight about the demand of that particular product among the specific age group of the
consumers. As per the statements of Nguyen et al. (2016), few environmental characteristics like
community or cultural factors social factors and legal factors are to be kept in mind by any
organisation like H. Samuel to authorise the products and services issued to the customers.
Model emphasises on the fact that bias decisions are always respect rule and they enroute the
concept of consumer behaviour. In order to detect the consumer behaviour technologically an
AC system is to be regulated by the company which consist of Logistic support technical support
and an improved customer service support.
The recommended model which analyses the three objectives of consumer behaviour as well as
two of the best fitting internal as well as external factors which includes marketing ethics attitude
learning personality demography 4 P's and perception is the black box model of consumer
behaviour which is represented as follows:
Figure 2: Black Box model of consumer behaviour
(Source: Learner)
Q4. Proposal of appropriate research methodology
As in terms of understanding the consumer behaviour of the society the research objective that
are provided is 50 and the conducting of the research needs to be on a quantitative method with
numeric value. It is essential to understand the reason behind achieving a quantitative
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methodology as because t objective of the research is to understand the consumer behaviour and
the consumer behaviour can further be understood only with questions and answers interacting
with themselves. The use of the Positivism approach you will be applicable in this research as
understanding of the real value of customer satisfaction and behaviour is to be properly evaluated
in this research objective. Evaluation of the research is based upon the positivism approaches
because the proper understanding and weak searching of the real issues and real facts are to be
implemented in the research work. The collection of data will be through the use of Survey
questionnaire created by the researcher. In order to specify the options present in the office chair
for the customers to reply as a closed ended questions. The use of the closed ended questions are
provided because the closed ended questions tricks to customers sir weight within a specific
range for understanding the values of the customers. The use of customer survey questions is
effective as because the questions are survey questionnaire is closed and not let the consumer of
organisation Express which is not required. The use of the quantitative method for research is
quite justifiable as because to understand the real value of the consumer satisfaction and the
trend of consumer behaviour in the society on the particular product of the shop and
Organisation. The use of the positivism approach is justifiable. The understanding of insight of
consumer behaviour the researcher needs to be creative and observe a team in terms of
understanding the real trend. The objective for understanding the customer issues the survey
questionnaire would follow with feedback letter that would satisfy ossify the need for
understanding the issues that the customers are facing in the society
Section B
Q5. Presenting and critically discussing of the three research objectives
All supported by Woodham et al. (2016), the research objective on the understanding of the real
insight about the consumer behaviour regarding products in the society is the prime objective in
the organisation. The support for understanding the insight about the consumer behaviour is
based on the research objectives that are placed for the research. However, the research
objectives itself is based upon the information collected by this regarding the type of consumer
in the society. In terms of the research inside about the consumer behaviour is important as
because the consumer are the only factor that is to be kept in mind which guide the research into
a new level of operation. on the other hand has argued by Sinnott et al. (2017), the consumer are
the dependent variable over the independent variable of change in market condition. Does the
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understanding of proper inside of the consumer behaviour is not the Prime issue for the research
issue. In the process of the research work the objective on the understanding of the inside of
consumer behaviour is the not as much important as of the understanding of consumer behaviour
Trend. In terms of the identification of factors determining consumer behaviour is one of the
most important aspects in following the research objective. As Supported by Rönnerman and
Kemmis, (2016), the importance of research is based upon the understanding of the factors
determining the consumer behaviour in the society. As argued by Hodkinson et al. (2016), ration
of the thought that determines the consumer behaviour and they are factors determining the
consumer behaviour needs to be well optimised as because the consumer behaviour is not the
single subject that is affected by the operation of the market. The development of the society and
the change in the market also determine the change in the consumer behaviour pattern. Since the
consumer behaviour is the sensitive factor in the society it gets easily affected with each and
every change in the market. Is supported by Lurås, (2016), the objective for the understanding
the factors behind the change in the consumer behaviour is important because the whole rational
research is based upon the reason behind the change of the customer behaviour pattern. The
research objective is done on the change of customer attraction of jewellery shop as mentioned in
the case study. Thus, objective of research deems to support the need for understanding the
factors that have all such effect. As of the objective to understand the consumer behaviour model
as well as to analysis model is important because, as supported by Henao-Restrepo et al. (2016),
the research project is based upon models and theories coordinated together to understand the
real fight between the change and the factor for change. it is to be clearly understood that the
variation in the society and variation in the market both affect the operation of the consumer
behaviour. However, on the other hand as argued by Sadaf and Olesova, (2017), The discussion
of the models and theories is a waste of time, as they do not provide any real life solution to the
research rather provide the outline of the model that may help in the completion of the research.
The research model does not supports all the relevant data present in the research and the city is
not helpful to use or to analyse the models and theories of consumer behaviour. Real life
examples and real life theory is different than that of the Furious present in the previous research
paper. Change in the general society and changes in the books are different and thus the
discussion on the analysis of the theories and models would be not useful. Following of the
corporate social responsibility and the stew related to the covers of the responsibility are
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important as because the opportunity provided by the research paper is far more important than
just mere understanding of the values required for the successful completion of research paper.
Q6. Conclusion and Recommendation
From the above assignment it can be clearly understood that the customer attraction on the
product of H. Samuel has degraded. Proper change in the strategies of the company is to be
initiated so that the customers again real interest again on the product code provided by the
company. Support of the change in the strategy would help an organisation to understand the real
need of market analysis. The manager of H. Samuel needs to be well attentive in terms of
understanding the situation that the company is in. With proper Valley valuation of the market
price of the product and the customers behaviour train the organisation would be able to the gain
the lost reputation in the society.
Q7. Reflection on the theoretical models
Tell the assignment I get to feel that the theories and the model that are provided in the area off
well informative nature. The provide flowcharts help in understanding the consumer behaviour
of the society and the factors affecting the consumer behaviour in the society. The theoretical
models have successfully made that clear about the marketing practice that is to be done for
gaining better competitive advantage in the society.
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