Consumer Behaviour Analysis: Decision Journey & Marketing Impact

This report delves into consumer behavior and the decision-making journey, utilizing the Global Web Index (GWI) as a focal point. It examines the various stages of the consumer decision-making process, including need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior, all within the context of GWI's services. The report also explores the path to purchase, highlighting the importance of mapping this path for effective marketing and understanding customer needs. Furthermore, it compares and contrasts the key differences between Business-to-Consumer (B2C) and Business-to-Business (B2B) decision-making processes, providing specific examples. Different approaches to market research and methods used for understanding the decision-making process in both B2C and B2B contexts are evaluated. The report concludes by discussing how marketers can influence the different stages of decision-making, emphasizing the importance of understanding customer personalities and utilizing surveys to gather feedback. Desklib provides access to similar reports and solved assignments for students.

Consumer Behaviour
and Insight

INTRODUCTION
Consumer behaviour may be defined as the study of individual that how they use and
select the goods and services along with the disposal of the goods. There are different types of
factors like emotions, preference as well as attitude which directly influence on the behaviour of
an individual. In simple term, this is basically an analyses which are used by the organisation in
order to understand that thinking and feelings of the clients about them. The study os client
behaviour allows the organisation to know about their customer’s needs and wants so that they
can improve their services(Agu, 2021). The following report is based on the Global Web Index
(GWI), which is a well known audience targetting company. The GWI was founded in 2009 by
Tom Smith and the headquarter of the company is situated in London, United Kingdom. This
report is going to analyse or explain the different stage of the consumer behaviour decision
making journey in relation to the respective company and why this is important for the marketer.
This report also focus on the key difference between the business to consumer and the business
to business with the help of specific example and also evaluate the different methods of research
which are used in understanding the decision making process in relation to the B2C and B2B. In
the end, this report will discuss about that how the marketer influenced the different stages of
decision making.
TASK
Examination of different stages of consumer decision making journey and map of path to
purchase.
Consumer decision making making process may be defied as a process which comprises
of identification of the needs, collecting the data, identify the alternative which are available and
make the purchase decision (Cayolla, and Loureiro, 2021). Different factors influence the
decision-making of the consumer such as economical, psychological and environmental which
have to be considered by the manager of Global Web Index. In context to the chosen company
different stages of the consumer decision making has been discussed below: -
 Need recognition:- this is being considered as the fist stage of this process in which
consumer feels the needs to buy the good and services. In this stage the actual purchasing
is not taking place only the buying and selling of the service is depend. In relation to the

GWI, different types of services are offer by the company according to the requirement
of the clients.
 Information search:- when the needs of the consumer is identified then in this stage
information is collected about the product which a consumer want to buy. The mindset of
the consumer is change on regular basis and for this organisation have to search more and
more to satisfy the needs of consumer(Flaherty and et. al., 2019). In context to the GWI,
the management of the company provide the information about their services in such a
manner, which influence the decision of their clients. Accurate as well as true
information about the product has been provided so that a large base of customer’s reach
to the product.
 Finding alternatives:- this is the third stage of the decision-making process in which the
the information which is collect has been evaluated. If the clients find the best
alternatives which are according to their needs then they are ready to make the purchase.
In relation to the Global Web Index, company deals in varieties of service and each and
every services are present by the company in different ways so that consumer will not
face any complexities in selection form the alternatives. The management of the company
always focus on that, what their clients want to purchase and in order to pursing their
buying behaviour decision how much alternative they want.
 Purchase decision:- Once the best alternative is find by the consumer which can satisfies
their needs the next step is making the decision of purchase. One option is select by the
consumer form the different types of alternatives which satisfies their wants. At the time
of choosing the alternative different types of questions are came in the mind of the
consumer like it is the right time to buy the product, whether this product will satisfies
their needs and many more but in this actually the purchase is done(Indartoyo and et. al.,
2021). In relation to the Global Web Index, the way in which the management of the
company provide their services influence the decision of the consumer. They provide
their services to the consumer exactly like they want to be treated.
 Post purchase behaviour:- this is being considered as the last stage and the most
important stage of the decision making process. This is totally related to the services
which are provided by the company to their clients after purchasing the product. If any

problem is face by the consumer in relation to the use of the product or any other problem
then it is the duty of the management to solve their problem. In relation to the Global
Web Index, the management of the company provide excellent post purchase services to
their clients, which not only assist in creating the loyal base of the consumer but also help
in increasing the retention rate of the clients.
Path to purchase:
path to purchase may be defined as a process in which different channels are includes
which are used by the consumers inn order to convert it into the actual purchase. This comprises
of different types of channels like websites, emails, apps, loyalty programme, search engine,
review and other social networks. In context to the Global Web Index it has been discussed
below:-

 Awareness:- in this stage the needs of buying is recognised by the consumer. In this
stage the consumer search the different information about the product from the various
sources in order to get aware about the product(Johnstone and Lindh, 2018).
 Engagement: consumer become familiar with the brand like GWI in this phase and get
the knowledge about the different products. On the basis of information which are collect
by them they make their perspective.
 Evaluation:-consumer become aware about the product which are going to be purchase
by them in this phase.
 Purchase: this is the stage in which purchase is done and individual are ready to pay to
the organisation.
 Post Purchase:the consumer journey map is not end at the stage of purchase. It is very
important for the management of the organisation to provide the extra after sales services
in order to ensure the repurchase of the services.
Exploration of importance of map path for marketing in understanding the decision
making process
 Interaction of customers with business:- the map path of the customer journey assist
the organisation by providing them a way to interact with the consumers. By this
company understand the needs of the consumer and customers aware about their
products(Maison, 2018). This not only assist the consumer's in taking the decisions
related to purchase but also help the organisation in increasing their target market. In
relation to the GWI, this path assist the executives of the company to effective interact
with the consumer and make them aware about the goods and services in which they are
dealing.
 Focuses on customer needs: with the help of this path the management of the firm can
easily focus on the needs and wants of the consumer and work according to their needs.
Different types of methods are used by the management of the company in order to
understand the needs of consumers. In relation to the GWI, customer journey map assist
the management in understanding the need of consumer by generating the touchpoints so
that they can make the products according to their requirements.
 Throw light on needs and pain-points: the customer path way also assist the
organisation in understanding the needs and pain point of the consumer deeply. In

relation to the Global Web Index, the management of the firm create the customer
journey map in such a manner which not only assist them in understanding the needs and
wants of the consumer but also helps them in understanding the pain points of the
consumer which influence the purchase decision of the consumer.
 Highlight development priorities: this map also assist the organisation in understanding
the priorities of the of the consumer by making effective buying process. With the help of
this different types of can be solve which are totally related to the purchase(Mbura and
Kagoya, 2021). The management of the GWI, highlights its development priorities by
using consumer journey map.
Compare and contrast the key differences of the decision-making process in the Context of
B2C and B2B, providing specific examples:-
Business- to- business (B2B):- this is basically a type of business model in which the exchange
of goods and services has been taken place between the two or more firms. The consumers are
not involved in this stage.
Business- to – Consumer:- in this type of business the process of selling goods and services is
done between the organisation and consumer no middle man is involve in this.
In relation to the GWI, it is very crucial for the management of the company to analyse the
different between the B2B and B2C. This not only help in developing the effective decisions but
also help in serving the customers in more effective manner. The different between the B2B and
B2C has been discussed below:-
Basis Business to consumer Business to business
Purchasing decision In relation to the B2C, customers are
being considered as the important
aspects of the organisation and they
analyse the each goods and services
of the various organisation in order to
do the purchase in effective manner.
In this less time are taken by the
consumer in making the purchase and
In B2B, organisation sell their
products to the wholesaler or the
retailer. In context to the GWI, it
is very essential for the
management of the organisation
to develop the effective service
plan so that they can easily focus
on the consumers, prices and the

direct approach are adopt by the them
in purchasing the product.
location(Mogaji and Erkan,
2019).
Finding out needs In B2C, the management of the
company identify the needs and
demand of the consumer so that they
can develop the goods and services
according to their requirements.
In B2B, the management of the
firm focus on coordinate with the
other firms in the market place.
In relation to the GWI, effective
quality of services are offered by
the management of the company
and it is very essential for the
managers evaluate their services
time to time.
Decision In this, the company management
give emotional and spontaneous
message to their clients in order to
buy that product if they need.
In this, the management of the
organisation give planned and
sensible message in order to sell
the product to the other
organisation.
Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B Contexts
The company understands its customers very well. By using different approaches, the
management of the company can gain an effective understanding of the customers' needs and
wants. GWI provide services for satisfied customers. Market research assist in influencing a
customer's final purchase decision. The following stages of the decision-making process include:
 Personality - The personalities of individuals help marketers establish the
process of influencing them. Personality is a term that includes, behaviour, attitudes,
feelings, interests, preferences in an individual. The company's management does a great
job of understanding their customers. They treat and serve customers based on their
purchasing behaviour and attitudes.

 Survey:- with the help to this, a company knows where its mistakes are where they fall
short. The GWI company regularly gives customers the opportunity where they can
give their opinion on the products that they have purchased recently.
 Direct surveys:- in this the organisation collects the feedbacks directly from its physical
stores. They provide new product launches to customers and they must use and give
immediate feedback on these products. It also assist them in understanding, the goods
should be made only if people liked it(Smith, 2019). This is an expensive
survey conducted by this organisation.
 Telephone interview :-In this case, the company management asked many questions
from the consumer regarding their experience of using the product. If they are satisfied
by consuming the product. It's a less expensive as compared to direct surveys.
In addition to this, the respective company conducts customer email surveys, this is also
very cost effective. In this, link are provided and ask customers to provide feedback on their
products and services.
 Focus groups:- In this case, a specific company focuses on the target group and
asks them some few questions. This helps them to know the exact emotions and
behaviours of their customers (Testa, Iovino and Iraldo, 2020). The GWI company used
this method to fulfil the gap between actual satisfaction and expectations.
 Observations:- Groups and surveys sometimes not show the actual behaviour. By using
tapping, the firm can actually give how the customer behaves and acts at the time of
purchase. The GWI use this method to deeply understand the consumer behaviour.
 Personal Interview :This method is like a focus group. In this,
company, ask script questions from customers. During the face-to-face interview, they
record the conversation. It mainly takes one hour.
Evaluate how marketers can influence the different stages of the decision making process
of B2C and B2B, giving specific examples
In the decision-making process, the company used various components in order to
influence the decision making power of consumer. These components has been discussed
below:-

 Product: A physical item that can see and use by the consumer. GWI offers a wide
range of products. They focus on innovation and high quality products(Tian and et. al.,
2019). They are constantly adding new products to their list and constantly updating
existing products.
 Place:- The location where the company sells its products and services. The respective
company has many physical stores on the market. GWI profiles consumers across 46
countries with a panel of 18m connected consumers.
 Price: price strategy is based on money value. The respective company have the
excellent price strategy. This assist them in remain competitive in the market and
calculate less prices without compromising with quality. This strategy helps them in
retain customers.
 Promotions:-This is a way to promote new products so that new and
existing customers can learn about them. By using “above the border” and “ below the
border methods they get the client attention. Company management uses many
other in their ads to get the customer's attention.
CONCLUSION
From the above report, it has been conclude that consumer behaviour is an important
aspect for a organisation as it helps to understand consumer preferences, needs, wants
and demands. This allows companies to manufacture products according to consumer
needs and suitability. There are various factors that companies must consider when
doing business in the market, such as social, personal, psychological, and cultural factors that
affect consumer behaviour. Technology can help businesses in a variety of ways and help
change consumer trends in the market. There are various steps that consumers need to
consider when making a purchase.

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