Consumer Behaviour and Insight: Ella's Kitchen Case Study

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CONSUMER BEHAVIOUR AND INSIGHT

TABLE OF CONTENTS
ASSIGNMENT 1..................................................................................................................................3
INTRODUCTION.............................................................................................................................3
ORGANIZATION OVERVIEW.......................................................................................................4
CONSUMER DECISION MAKING................................................................................................4
MODELS OF CONSUMER DECISION MAKING.........................................................................4
MAPPING OUT THE DECISION-MAKING PROCESS OF ELLA'S KITCHEN PRODUCT.......6
IMPORTANCE OF MAPPING A PATH TO PURCHASE AND UNDERSTAND CONSUMER
DECISION-MAKING.......................................................................................................................8
LEVELS OF CONSUMER DECISION-MAKING..........................................................................8
FACTORS THAT INFLUENCE DECISION-MAKING..................................................................9
CONCLUSION...............................................................................................................................10
ASSIGNMENT 2................................................................................................................................11
INTRODUCTION...........................................................................................................................11
THE KEY DIFFERENCES BETWEEN B2C AND B2B DECISION-MAKING PROCESSES....12
EVALUATING HOW MARKET RESEARCH DIFFERS BETWEEN B2B AND B2C...............13
PERSONALITY, SELF AND MOTIVATION, AND CUSTOMER PERCEPTION INFLUENCE
ON THE DECISION-MAKING PROCESS....................................................................................13
EVALUATING BEHAVIOURAL AND COGNITIVE APPROACHES TO CONSUMER
LEARNING.....................................................................................................................................15
IDENTIFYING HOW CULTURE AND OTHER RELEVANT FACTORS IMPACT ON
CONSUMER BEHAVIOUR...........................................................................................................16
EMPATHETIC OF BUYER BEHAVIOUR TO INFLUENCE THE DECISION-MAKING
PROCESS WITHIN BOTH B2C AND B2B CONTEXT...............................................................17
THE USE OF DIGITAL AUDIENCE RESEARCH DEVELOPMENTS TO UNDERSTAND AND
INFLUENCE CONSUMER BEHAVIOUR....................................................................................17
CONCLUSION...............................................................................................................................19
REFERENCES................................................................................................................................20
APPENDIX.........................................................................................................................................23

ASSIGNMENT 1
INTRODUCTION
In today’s business environment, it has become very important for the organization to understand the
behaviour of their consumers. The consumer decision-making process involves identification of the
need, collect information about the products, evaluation of the alternate products available and finally
taking the buying decision. Various factors can have an impact on consumer behaviour such as
economic and physiological factors. These decisions can be influenced by environmental factors such
as social and cultural values. The main aim of the development of this report is to understand the
concept of the consumer decision-making process (McKenna, 2012).

ORGANIZATION OVERVIEW
ELLA'S KITCHEN
Ella's Kitchen is a company specializing in selling organic baby and toddler foods. Paul Lindley
founded Ella’s Kitchen in 2006. The products are sold in supermarket internationally in countries such
as the UK, China, Norway, Sweden, Iceland, Ireland and the United States of America. The company
enjoys about 30% of the market share in the UK baby food sector. Currently, the company has about
$121 Million global turnovers. Headquarter of Ella kitchen is situated in Oxfordshire, United
Kingdom.
ELLA'S KITCHEN PRODUCTS
Currently, the company owns about 216 products, which are most suitable for babies for the age
group from 4 months to 3 years.
The main products include the baby and toddler food such as a smoothed, snack ranges etc. all the
food products are 100% organic.
CONSUMER DECISION MAKING
The consumer decision making involves complex process and procedure starting from the problem
recognition to post-purchase activities. Every consumer has different needs and demand which led
them to make a different decision. Deciding on a particular product can be a complex process as it can
involve stages such as comparing, evaluating and selecting particular products based on the opinion of
consumers on a particular product. Consumers are one of the most important assets for any
organization. Consumers are involved in deciding on choice, purchase and use of products and
services. The decisions taken by the consumers are not only important for consumers but also the
marketing and decision-making team of Ella's Kitchen. With constant changes in new technology and
the availability of a large number of alternate options, make the decision-making process much
difficult. In this internet era, a large amount of information is available from various sources such as
advertisement, packages, brochures, website and mobile applications (Darley et al., 2010).
MODELS OF CONSUMER DECISION MAKING
The buying behaviour model is one of the models, which is used by marketers in identifying
and tracking the decision-making process of customers. This model is divided into five stages
these are;
Need Recognition:

Need recognition is a process in which consumers determine their exact needs. Here the
consumers may feel like they are missing something and there is a need to address the issue
to fill this gap. Determination of target market is the first step in developing the products and
services that are needed by consumers. Getting information about consumers demand is very
important for Ella Kitchen, as it will help the company in advertising its products to the right
set of consumers.
Information Searching:
The second stage involved in consumer decision making is information searching, the
consumer decision-making process continuously changes as the consumers try to gain more
information about the products that can satisfy the need of consumers. Improvement in
communication technology and the high rate of internet penetration has resulted in the
development of modern tools for communication. For example, now companies are using
social media apps for promoting its products. The consumers can also get a recommendation
from their friends and relatives. At this stage, the consumers are trying to mitigate risk
associated with a particular product, by doing this the consumers make sure that they do not
regret their own buying decision. The consumers of Ella's Kitchen can get information from
the following sources (Kumar and Raju, 2013).
Commercial Sources: includes advertisements, promotional documents, packaging, sales and
marketing team can also provide information about products. the consumers of Ella's kitchen
can obtain information from the website of Ella's Kitchen.
Personal Sources: Before purchasing a products consumers can discuss the needs with family
and friends. Family members or friends can provide products recommendation. For
purchasing Ella’s Kitchen products, mothers can directly contact the customer support team
or they can get information from other consumers who are already using Ella’s Kitchen baby
food products (Moran et al., 2014).
Public Sources: the public source for Ella’s Kitchen products includes newspaper,
magazines, television and radio.
Experiential sources: is refereed to own experience of customers who have already used
Ella’s Kitchen products.
Evaluation of Alternatives:

This stage involves the evaluation of alternatives, which is available in the market. Once
consumers can determine their need the consumers start searching for the best options
available. The evaluation of alternative can depend on factors such as time, quality and price.
Consumers can compare product pricing and find the most suitable products that can satisfy
their needs.
Taking the purchase decision:
After passing all the above-mentioned stages the consumer can finally decide to purchase the
product. At this stage, the consumer has already finished the evaluation of facts and
information and have finally arrived at a logical conclusion to buy the products. This decision
can be based upon a marketing campaign or personal experience of consumers.
Post-purchase behaviour:
It is referred to as the process of analyzing whether the purchased products were useful for
the consumers or not. Here products need to match the expectation of consumers. Providing
post-purchase customer service can result in better customer experience.
MAPPING OUT THE DECISION-MAKING PROCESS OF ELLA'S
KITCHEN PRODUCT
Decision mapping is the process, which involves critical thinking approach in which a
graphical map is drawn to visually depict various routes that are taken to arrive at a certain
decision.
Step 1: Problem Identification
The first step involves a listing of the entire proposition that will be able to solve the problem
Problem: Purchase baby
food products
Problem resolving
proposition 1: Buy food
product from local retail
shop
Problem resolving
proposition 1: Buy food
product from supermarket
Problem resolving
proposition 1: Buy food
product from Ella's
Kitchen

Step 2: Pros and Cons analysis
Step 3: Detailed argument
Step 4: Elimination and Finalization
Problem: Analysis of
Pros and Cons
Pros: Easily
accessible
Cons: Buying baby
food from lcoa shops
can be dangerious as
it cannot ensure
quality food products
Pros: Availability of
alternative options
Cons: Lot of
options can create
confusion and led to
purchase of sub
standard products
Pros: Can be
ordered online
Cons: there are
chances that
product is not
delivered on time
Problem: Detailed
Argument
Buying from
local store is
unsafe
Cannot trust all
the brand
available at
suoermarket
Buying from
trusted brand
such as Ella's
kitchen will be
more safe and
quality products
will be delivered
Problem:
Elimination and
final decision
making
Buying from
Local Shop:
Eliminated
Buying from
Supermarket:
Eliminated
Final Decision:
Baby food
product will be
purchased from
Ella's Kitchen

IMPORTANCE OF MAPPING A PATH TO PURCHASE AND
UNDERSTAND CONSUMER DECISION-MAKING
The main advantages associated with using decision-mapping process are;
1) The decision mapping is a technique, which helps identify the facts associated with a
situation. Decision mapping also helps in the analysis of the pros and cons of taking an
alternate decision (Wolny and Charoensuksai, 2014).
2) Decision mapping helps improve the quantitative-front of the decision-making process. It
helps improve the frequency of making the right decision. This goal is achieved by refining
the thinking-methodology, which is used in arriving at the decision.
3) When decision mapping is done properly, it can act as evidence that can be used to show that
decision was made by using a sound principle of judgment. This can particularly help in a
situation when the decision is taking a wrong turn and moving towards failure in problem
resolution.
4) Decision-making helps reduce the psychological stress that is associated with the complex
decision-making process. The practitioners who use decision-making are generally more
confident in decision-making and conflict resolution process.
5) If different teams are involved in the decision-making process the decision mapping helps
keep all the members on the same page. This practice helps record the alternate view is
presented and documented.
The decision mapping process is one of the most important conflict resolution approaches that can be
used for tackling problems, which can have an impact on stakeholders.
LEVELS OF CONSUMER DECISION-MAKING
High Purchase Involvement:
The extensive decision-making is referred to the process in which the consumers are very involved in
critically evaluating the importance of product based on established product criteria, which can fulfil
the need and demand of the consumer.
Medium purchase Involvement:
In limited problem, solving the consumer performs a very general search for the products that can
meet the basic products criteria for a product or brand.
Low Purchase Involvement:
Here the consumers have a low level of interest and involvement in purchasing particular products
and select any products that can fulfil the basic need of the consumer (Zhang et al., 2015).

Stage involved in Decision
Process
Low involvement purchase High Involvement Purchase
Decision
Recognition of Problem Minor involvement Important and meaningful
Information Searching Limited search conducted Very extensive search
Evaluation of alternate
Product
Few alternatives are
evaluated based on certain
performance criteria
Consideration of alternatives
based on various
performance criteria
Purchase Shopping from a place where
substitution is possible
Visiting multiple stores
where substitution is not
possible
Post Purchase activities Simple evaluation criteria Extensive performance
evaluation
FACTORS THAT INFLUENCE DECISION-MAKING
As studied earlier consumer decision-making is a complex process. Various factors can have
an impact on consumer decision-making (Nooraie, 2012). The main factors influencing
decision making can be divided into two major categories;
Internal Influence:
The internal influence is referred to as an individual trait of consumers. The consumer's
decision-making process depends on various personality traits such as perception, education
level, learning, memory and personal attitude.
External Influence:
Society, demographic and lifestyle: the consumer decision-making process is highly
influenced by surroundings. Consumers can make an important decision about how they feel
about a particular product, the personal image created by the consumer based on individual
culture, situation and experience.
Household: Most the consumer goods are purchased for households; it has become the
primary motivation for purchasing goods. The household lifecycle helps in developing need
and desire for products (Frederiks et al., 2015).
Social class: the variables that can influence the social status help to create a need for
purchasing new consumers goods.
Culture: The behaviour of the consumer is often developed due to influence from a
particular culture (De Mooij and Hofstede, 2011).

CONCLUSION
In this competitive business environment understanding the consumer, the decision-making
process is very important. The development of this report helped in understanding the
concept of consumer decision making. The report contains a detailed discussion of consumer
decision making. After that decision-making model is presented in which detailed discussing
is done on the consumer decision making the process. Decision mapping process of
purchasing an Ella's Kitchen food products is also presented in the report. Decision mapping
is a very useful approach that can be used to come up to the final decision. Finally, different
level of consumer decision making and the factors influencing decision-making process is
discussed.

ASSIGNMENT 2
INTRODUCTION
In this generation, people are quite aware of the health and safety, the use of organic food in
daily routine is very necessary to make the body healthy. There are various organizations,
which are producing different organic food products for adults and children (García et al.
2013). Ella's Kitchen is one of the growing organizations who manufacture organic food for
children. This organization has captured 35% of London Market share and it is located in
more than 15 countries. This organization is not that large but with their marketing strategies
and approaches it will be in a few years, the global turnover of Ella's Kitchen is $121m. Paul
Lindley has established Ella’s Kitchen in 2006; it is the initiative for systematic health and
food structure of the organization to the customers (García et al. 2013). The organization has
various approaches like they analysis that growing babies are not getting nutrition and
vitamins in their food for better development. For motivating this process organization take
essential steps to processed organic food baby and toddler food. In this assignment highlights
how the organization takes B2C and B2B decision-making processes and their market
research process. It will be mentioned numerous behavioural and cognitive approaches to
identify the consumer decision-making process and culture and other relevant factors impact
on consumer behaviour. At last, the organization uses different practices to understand the
buyer behaviour to influence the decision-making process with the help of B2C and B2B
structure.

THE KEY DIFFERENCES BETWEEN B2C AND B2B DECISION-
MAKING PROCESSES
The core objectives of the commercial organization are to sell their products and services to
the customers or other businesses in various regions. For managing this process organization
are providing two structures B2B that is for business to business and B2C it stands for
business to customers (Moore et al. 2013). For making a buying decision, people have
numerous factors which directly affects their thought processes it includes rational and
emotional factors. The marketing process of the organization is created in that structure
which affects the people thinking process to attract them towards products and services
(Swani et al. 2014).
Basis Of
Components
B2B
(Business-To-Business)
B2C
(Business-To-Consumer)
Focus In this phase of business
marketing, it focuses on lead
generation and customer
rendezvous.
It focuses on enhancing brand
valuation and appearance.
Sources The main sources are CRM
assimilation, email marketing
and other essential activities.
There are various resources for
marketing like social media,
reputation management, in-store
capture and many more.
Targeted Spectators Employees and stakeholders of
the organization and providing
different activities to them to
manage marketing tools.
The main targeted audience of
B2C are individual customers,
households and other, it
considered individual persuasion.
Intentions To produce more demand and
effective quality of leads.
This process refers to enhancing
brand value, brand awareness and
loyalty towards products and
services.
Distinctive selling
Proposals
Excellent leadership direction,
creditability, faith and trust.
Provides the effective customer
satisfaction of product and
services
(Leek and Christodoulides, 2012)