Consumer Behaviour and Insight (CBI) Report: Marketing Strategies

This report provides a detailed analysis of consumer behaviour and insight (CBI), focusing on the consumer decision-making journey and its various stages. It explores how marketers map the path to purchase, emphasizing the importance of understanding consumer decision-making. The report examines different decision-making models, such as utility theory, satisfying, and prospect theory, and evaluates how marketers respond to these processes through strategies like compensatory and non-compensatory approaches. It also contrasts the key differences in the decision-making process between B2C and B2B contexts, providing specific examples. Furthermore, it evaluates various market research approaches and methods used to understand decision-making in both B2C and B2B environments, including environmental studies, qualitative research, and online surveys. Finally, the report analyzes the different factors, including economic, functional, marketing mix, personal, psychological, social, and cultural factors, that influence consumer decision-making and buying behaviour, supported by relevant examples, such as the purchase of a Huawei mobile phone.

Consumer Behaviour and
Insight (CBI)

Table of Contents.
INTRODUCTION................................................................................................................................3
TASK 1 ...........................................................................................................................................3
TASK 2............................................................................................................................................6
TASK 3............................................................................................................................................8
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13

INTRODUCTION
The combination of behavioural and attitudinal data which provides the marketers the information
needed to generate insights which print deeper, as well as the accurate picture of buying nature of
an individual. In this report it has been discussed the various stages of consumer decision-making
process journey followed by the method through which the marketer of the business map the
consumer decision-making process. In this report it has also been discussed the different stages
which influences the decision-making process of B2B and B2C (Xiang, Magnini and Fesenmaier,
2015).
TASK 1
P1 Explain and analyse the stages of the consumer decision-making journey for a given product or
service.
The various stages for consumer decision-making making for a mobile handset are
Need recognition
This step of need recognition occurs when consumer assumes the need of the mobile handset. Here
the consumer feel that is missing something and something is needed to fulfil is need. Some time
when businesses are capable to target the determined market the eventually tends to generate the
need of the mobile phone in the minds of the consumer. This step of need recognition is the first
step of the consumer decision-making journey (Carlucci and et.al2015).
Information search
This step of information search in the process of decision-making process of consumer for buying
mobile handset is the step where the consumer tends to gain more and more information about the
product which could fulfil its need. Risk management as well as identification of various features
associated with the particular brand are the information about the product is gathered by the
consumer through various following sources.
Commercial source
Commercial advertisement, campaigns for the promotion of mobile phone as well as through sales
person are the various commercial sources for information search.
Personal source
Discussion with family and friends are the various personal sources of gathering information about
the phone.
Public source
Magazines, newspapers as well as radio sources are the public sources of information search.
Experimental source

Consumers experience with the particular brand sometime influence the consumer in making
particular decision-making making.
Evaluation of alternates
Evaluation of different alternatives which are available in the market with the life cycle of the
product. When the specific need is analysed by the consumer it tends to do the market research by
finding the various alternatives of the product as well as the consumer tends to seek the best option
available in the market according to its need. At this step the consumer may evaluate the decision
based on several factors such as prise, quality or speciality of the mobile phone. Here the consumer
takes into account the reviews of the product which could satisfy its needs.
Purchase decision
After passing through all the above stage the consumer makes the purchasing decision for the
mobile phone. At this stage the consumer evaluate all the factors & the logical conclusions
associated with product based on the influences of information search stage.
Post purchase behaviour
Purchase decision of the mobile phone is followed by the post purchase behaviour of the product.
Here the consumer analysis the whether the mobile phone was useful for it or not, whether this
product has fulfilled its needs or not (Erevelles, Fukawa and Swayne, 2016).
P2 Explain why it is important for marketers to map a path to purchase and understand consumer
decision-making.
Understanding the consumer decision-making is also known as customer journey mapping. It is a
visual representation of all the experience the consumer has with the organization Huawei. This
understanding concerns with the knowing the original engagement of the customer with the brand
and hope into the long term relationship of customer with the brand.
It is very essential for marketers to map the path of purchasing and understanding consumer
decision making as the consumer decision mapping is one of the essential business step for any
organization. The consumer journey mapping includes several importances which are described
below.
The consumer journey mapping helps the marketers in concentrating their efforts as well as their
business expenditure on the product or service which matters the most to the consumer, this step
highlights where the commodity needs the development. Moreover, this step finds out the gap
between the desired customer base and those are the actual ones. Giving perspective to the process
of sales as well as the identification of customer journey in logical order is the another benefit of
customer journey mapping. Focusing the business in order to evaluate the needs of the consumer at

the various stages of buying as well as to know where the consumer interact with the product of the
company benefits the organization in knowing the necessary information about the mind set of the
consumer. Thus, due to following benefits associated with consumer journey mapping, the
marketers tends to evaluate this step.
Understanding the customer decision marking helps the organization Huawei in several factors
such in getting the quicker sale cycles, to unify the customer data and understanding how to keep
continuous engagement with consumer of the product. Moreover, this mapping let to increase ROI
of the technology used by Huawei by targeting more pressingly with more personalized messaging.
Additionally, the customer journey map also determine did the experience of the consumer with the
product has matched up the brand promises or not. By understanding, experience of the consumer
the company can take various decisions if it finds any mismatch in the promises and could try to fix
those issues at this stage (Bian and et.al, 2016).
M1 Evaluate how marketers are responding to the decision-making process, applying relevant
concepts and models.
The marketer is responding to consumers decision-making process through several concepts and
models such as
There are three decision-making models through which the marketers are responding to
customers are
Utility theory
The first formal explanation of consumer decision-making comes through the utility theory. This
theory suggests that the consumer makes its purchasing decision of a product based on the results
of its decisions. Thus, this theory explains that the consumer makes its buying decision based on
gaining the knowledge of possible outcomes it could face after making the buying decision of the
product (Rödiger and Hamm, 2015).
Satisfying
This is the another model of consumer decision-making which suggest that once the consumer got
what are been expecting, and then they stop their process of decision-making. This model has
however overcomed the various drawbacks of utility theory but still has the room for
improvements.
Prospect theory
This theory encompasses the best aspect of utility theory and Satisfying along with solving the
various issues associated with the previous models. This theory was generated for better
understanding of consumer decision-making process with the help of Mathematical optimizations.
The several strategies used by the marketers in understand the consumer decision-making are

Compensatory Strategy
This strategy, compensator is the strategy in consumer decision-making making process. In this
strategy the consumer makes the decision by compensating a higher value of attribute with the
lower value of attribute of the product. This strategy is basically divided into two parts i.e. equal
weight strategy and weighted additive strategy.
Non compensatory strategy
in this strategy, each attribute of a specific product is evaluated without respect of other attribute.
Failing of even one attribute eliminate the other for consideration, non compensatory strategy is
basically of three types satisfying, elimination by aspect and lexicographic.
Partially compensatory strategy
Partial compensatory strategy is of two types majority of conforming dimensions as well as
frequency of good and bad features. This strategy evaluates the consumer decision-making making
process based on the series of functions and higher value of attribute are kept for consideration
(Pounders and et.al, 2016).
TASK 2
P3 Compare and contrast the key differences of the decision-making process in the context of B2C
and B2B, providing specific examples.
The key differences in process of dicision making in context to B2B and B2C includes
B2B B2C
For buyer to buyer, decision-making process is
generally a long-standing process which
eventually takes long time for convening the
executive of the certain company
Thus, the fact that in the business of buyer to
buyer a lot of money is at stake.
B2B marketing requires, appearance to specific
group of individuals within a business. They are
generally the decision makers of the business.
For the company Huawei for marketing its
mobile phones from buyer to buyer, the marketer
required to influence the buyer by showing it
various support and services the company is
providing in order to smooth running of the
For buyer to consumer, decision-making process
comparative takes lesser time or it is a fast
process, it depends on the mind set of the
customer whether it should buy the product or
not. Here the customer may takes reviews and
recommendation from the friends and family
members. Even thought it takes comparatively
less time than buyer to buyer purchasing
process.
B2C target the potential customer who are
willing to buy the product.
For the company Huawei in order to market it
mobile phone, the consumer decision process of
consumer may influenced by showing the

business. various tempting features of the product.
Moreover, by giving several promotional
features which might the customer find cool.
P4 Evaluate the different approaches to market research and methods of research used for
understanding decision-making process in both B2C and B2B contexts.
The different approaches to market research for understanding decision-making process in B2C and
B2B context are
More likely to involve mixed methodologies
B2B market researches involves mixed methodologies on the other hand mixed methodologies not
included in B2C
More involvement of telephone, websites & emails
B2B tends to do cost effective researches which includes researches through surveys, telephones as
well as emails. Whereas for B2C the market research is generally done by reviews and
recommendation by friends and family members.
Typical involvement of much smaller sample size
The pool of buyer to buyer is comparatively smaller than that of the buyer to consumer.
The different methods to market research used for understanding the decision-making process in
context to B2C and B2B context are
Environmental study
This method involves the analysation of legal constrains whether the product is acceptable by the
society or not.
Study of competition
For B2B this market research is essential to compete with the competitors of the larger companies.
Here the B2B may use porters five forces rule in order to market the buying decision of the product.
Qualitative researches which includes face to face interviews
B2B qualitative researches includes focus on new products, services and market innovations. B2C
here the purchase decision is generally made by single individual.
Online survey
Both B2B and B2C includes online survey of market research for understanding the buying decision
of the product.

M2 Provide a coherent and justified evaluation of how different factors influence decision-making
and buying behaviour, supported by specific examples.
The different factor which influences the decision-making and buying behaviour of consumer are
Economic factors
This factor shows the affordability of an individual to buy.
Functional factors
This factors analysis the needs of the customer and compare what it is equalitarian to the needs of
the customer.
Marketing mix factors
This factor concern with the product, pricing, promotional and the place of distribution of the
product.
Personal factors
Occupation, lifestyle, social and economic status of individual influences this factor.
Psychological factors
Attitude, beliefs, learning and motivation are the element of this factor that affects the consumer
buying behaviour.
Social factors
Friends, family as well as the relative comes under social factor which influenced the consumer
behavioural in buying decision.
Cultural factors
Different individuals lives in different cultural and social environment. This could affect the buying
behaviour of the consumer.
Example
For buying the Huawei mobile the various factors that could influence the buying behaviour of the
consumer are economical, functional, marketing mix, personal, psychological as well as social
factors. The consumer may make decision of buying the Huawei mobile by considering the
following factors.
TASK 3
P5 Evaluate how marketers can influence the different stages of the decision-making process of
B2C and B2B, giving specific examples.
The different stages of decision-making process of B2B and B2C can be influenced by marketers by
the evaluation of buying process.

Need identification
B2B : marketer of Huawei mobile influences the B2B by identifying the needs of the customer at
the rational levels. Thus, by creating a need to purchase of the specific product which will
eventually helps in achieving the overall goal of the company. More over the marketer influences
buyers by identifying their achievement in productivity as well as objectives at a faster rate.
Therefore, this will provide the better support to customer of the company as well as helps in
smooth running of the business.
B2C: the marketers here in the need identification step influences the consumers easily by the help
of marketing and advertising. Thus, here the customer work as an impulse to the marketers.
Product selection
B2B : the marketers influences the buyers to purchase their product of Huawei company. At the
stage of product selection customers go through lengthy processes for the selection of product to
buy. The marketers describe the potential of the product at this stage to the customer. Selection of
product by customer at this stage requires the product to get pass through several criteria.
B2C : influencing for product selection to audiences is more flexible. Here, only one customer
makes the decision. And the customer here make decision on the basis of product specification on
the basis of the features they like the most (Shankar and et.al, 2016).
Product evaluation
This process is almost similar to product selection.
B2B : marketer influence here by allowing buyers to go through lengthy evaluation of the product
facilitating they by various quotes to compare. Here the customer conduct researches on the
supplier potential and tends to analyse their reputation in the market.
B2C : for product evaluation the marketers doesnot has to influence the audience much, as the
audience automatically get influenced by the brand reputations. Moreover, marketer allow
audiences to make comparisons of the similar product available in the market either through online
reviews or through personal recommendation.
Buying decision
B2B : influencing for buying decision by marketer generally takes lengthy processes, this may
includes various individuals at the buyer level could check the Huawei mobile on the basis of
various factors. Sometimes this process may takes several days.
B2C : marketer tends to influence the audiences for buying decision very easily, sometimes this
could happen very instantly just by snapping of the product in front of the customer.
Post purchase evaluation
B2B : it includes selling factors. Here the marketer influences the customer by offering various after
sales maintenance and support contracts. The level of support provided by the marketer influences

the major deciding factor.
B2C : influencing the customer by marketer in case of Huawei mobile for post purchase evaluation
is very critical. Here the marketer tend to influence the audience by describing all the support it
could give in concern to the product after sales.
M3 Critically evaluate how marketers influence each stage of the decision-making process with
reference to relevant methods and models applied.
The various method used by marketers in influencing the customers in their decision-making
process are
By content marketing
B2B : while marketing to buyer, the marketer may has take several considerations of customer into
account. The marketers may have to influence various decision makers of the buyer.
B2C : by influencing through content, the marketer may straightforward target to the emotions and
needs of the audiences.
Their needs for content
B2B : the marketers influence by the customers by giving expert advices. Along with giving a
number of reason to customer to buy the product. Here, the marketer may influences the buying
companies managers, bosses as well as co-workers.
B2C : marketers influence by entertaining the customers. As the audiences are not restricted to
make purchase decisions. Influencing the customers by marketers through content which includes
giving deals as well as various attracting informations about the product which may look cool.
The effect of content marketing
B2B : influencing by marketers in purchasing decision includes devising of strategies such as
purchase initiators. Here the marketer may first show the problem associated with the existing
product and then influence the customer for purchasing its own product, by showing its various
benefits. This may grab the attention of the customer (Hofacker, Malthouse and Sultan, 2016).
B2C : here the marketer influence the audience by letting it gain interest in the product of Huawei
company. Moreover, challenging it to remain engaged while it will come with more exciting
features.
By language and communication
The way through which the marketer communicates with the audience is equally important as the
marketing through content.
Tone of voice
B2B : marketing here requires addressing the audience through various authority norms as well as
in an expertise way. The marketer here can't use too casual tone over here.

B2C : marketers influenced the consumers with short content as well as with a very light tone
which could directly hit their emotions, and make they will to buy the product. Here the marketer
may use the tone of voice which could make customer laugh and happy, and may avoid the tone
which might sound differently.
Number of recipients
B2B : this method of influencing is very complex. Influencing by marketer to customer may include
several individuals of the business such as manager, purchase managers and many more. This may
requires make up of several minds.
B2C : here the recipient is only one. Thus, it is easy for marketer to influence only one individual.
Emotions expected
Emotions deeply impacts in influencing by marketers
B2B : the customer here are very logical. Marketer influences the customers by involving little
personal emotions. Here the product has to pass various decisions which include number of steps of
analysation by the customer.
B2C : marketer influences the desired audience by taking engagement in their emotions, This is
done making the audience laugh, focusing on their issues as well as making them feel strong
(Sasmita and Mohd Suki, 2015).

CONCLUSION
This report can be concluded as, the combination of behavioural and attitudinal data which provides
the marketers the information needed to generate insights which print deeper, as well as the accurate
picture of buying nature of an individual. In this report it has been discussed the various stages of
consumer decision-making process journey followed by the method through which the marketer of
the business map the consumer decision-making process. In this report it has also been discussed
the different stages which influences the decision-making process of B2B and B2C (Stancu,
Haugaard and Lähteenmäki, 2016).

REFERENCES
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