Consumer Behavior and Insight Report: A Deep Dive into Marketing

This report provides a comprehensive analysis of consumer behavior and insights, focusing on the context of the Oceanic Hotel, a luxury service provider. It begins by explaining the stages of the consumer decision-making journey, emphasizing the importance of mapping the path to purchase for mar...Read More

Unit 37- Consumer behaviour and
insight

Table of Contents
Introduction....................................................................................................................................3
LO1..................................................................................................................................................3
P1- explanation of consumer decision making journey stages....................................................3
P2- Important for marketers to map a path to purchase and understand the customer decision-
making.........................................................................................................................................5
M1- Marketers responding to decision-making process..............................................................6
LO2..................................................................................................................................................6
P3- Key differences of decision-making process in the context of business to customers and
business to business.....................................................................................................................6
P4- Different approaches to market research and methods of research used for understanding
the decision-making process in both B2C and B2B....................................................................8
M2- How different factors influence decision-making and buying behaviour..........................10
P5- How market is influence the different stages of this isn't making process of B2B and B2B
...................................................................................................................................................11
Conclusion....................................................................................................................................12
References.....................................................................................................................................13

Introduction
Consumer behaviour is the proper study of how are individual group or the customer are
the organisation selected, buy and use dispose goods ideas and services to satisfy their needs and
wants. it refers to the action of consumer in the marketplace and the underlying motive for those
actions. there are various factors that influence the customer behaviour to buy product and
services.
This report will cover Case study of the Oceanic hotel Small medium Enterprise who are
providing luxury services to the guest (Ramya, and Ali., 2016). All the luxury hotel apartments
at the ocean hotel features sleek, contemporary furniture. Command fully equipped kitchen.
some of the apartments have also the spa services and proper Sea view all the other features also
available at their hotels.
This report will Explain and analyse the customer decision-making journey stages for the
given product and services. it will explain what it is important for marketers to map the path to
purchase an understand customer decision-making. This report will contrast an compare the key
differences of the decision-making process in the context of B2C and B2B with specific
example. It will evaluate the different approaches to market researchers and methods of research
used to understand the decision-making process in both B2B and B2C. In the end of this report
will evaluate how marketers can influence the decision-making stages of the B2C and B2B with
proper example.
LO1
P1- explanation of consumer decision making journey stages
The decision-making of the consumer process is the way consumer think about the
product they want to purchase and take decision accordingly. In this process consumers select
the best possible product I services out of all alternatives which are available within the
marketplace. The decision-making process of consumer covered the several stages of the
journey. they coverall this stage is to take the final decision and buy the product and services that
are best for them.
Problem recognition

This is the first stage of the decision-making journey of the consumer where customers
recognise that they are facing any kind of problem related to their personal needs and demand. a
customer always create and develop Needs And demand that they always want to satisfy
(Boccia and et.al., 2019). In this stage customers recognise that that need something or want
something for that they need to search the things that can satisfy human needs. if customers are
going for the journey then they will recognise the problem which will be staying at somewhere
becausr they will need to stay somewhere so they can complete their journey.
Search process
It is the another stage where customers identify the product and services , here they
understand what they need and for that they started searching the best possible hotel an
accommodation service providers. it is necessary for the marketing team of the Oceanic hotel to
identify those customers who are looking for the hotels within the area where they are locating
their business. customers try various process an searches to find best possible hotel in the area
where they are all going. Have the customers are looking in the London area then marketing
thing can bring the suggestion of their hotel for the customers by using the Google search
engines.
Evaluate alternative
The third stage is evaluating through the previous stage above, The consumer would have
identified several alternatives service and product within the market that can have potential to
satisfy their needs and demand. in this stage when customers takes time to test all the options
available within the market and satisfy their needs, customer also see the factors that help to take
decision for them like quality, product price, value added features etc (Hofacker, Malthouse, and
Sultan., 2016). Hotel ocean can attract customers by providing the best possible deals with better
quality an affordable price and they can also add some features. That would attract the
customers.
Selection stage
This is the stage where consumer takes the final decision that what hotel they want Anne
which is the best hotel in there budget. the final purchasing this season of the customers can be
disputed by some of the factors and also influence time to choose another hotels and that are

negative feedbacks from previous customers and the level of motivation to comply accept the
feedbacks.
Evolution of decision
The final step is the post purchase evolution stage, At this stage consumer analyse and
test the purchase products. They assess the UN useful of the product, satisfaction delivered by
the services and product related to the hotel and the value of product concerning the needs
fulfilment of the customers.
P2- Important for marketers to map a path to purchase and understand the customer decision-
making.
Marketing team of the hotel have huge responsibility to bring the customers for the
company. They cannot be successful to create this isn't making to buy product and services from
the hotel Oceanic without Mapping the but to purchase and understanding the customer decision-
making process. they have to identify what customer need and what kind of sentence this is an
products they are demanding from the companies like Oceanic hotel. first thing that come in
marketers might start what customers are looking for and this information can we get them from
the this isn't making journey of the customers and Customers decision-making (Raphaeli,
Goldstein and Fink., 2017). it helped them to provide the proper information related to the
customers needs and demand at this information is used by companies production an operation
team to make affordable services and product for the customers in best range. They tried to come
up on the top while using the map path to purchase by the customers and their decision-making.
The customers mapping journey is important for the market as becausr it is an strategic
approach to the understanding the expectation of the customers and is crucial for optimising the
experience of customers. mainly it is important for the small medium sized enterprises like the
Oceanic hotel To increase the recommendation an impression within the market and they can
their competitive advantages where they are operating their business. Marketers are responsible
to cover the map and understand the decision-making of their customers because the expectation
of the customers are changing for all the businesses and it is necessary for marketers to
continuously map the but of customers to understand what they are expecting from them and
how they can fulfil their needs (Han and Stoel., 2017). One of the most important aspect of the
customer experience is personalization. as per the researchers has found that around 84% of the

customers feel that being treated like a human rather than a number is crucial to winning their
business. customer journey mapping allow marketers to create personalise experience across all
the touch points for every individual across all the channels of the Oceanic hotel.
Host benefits of customer journey mapping
Customer journey mapping by the marketers can provide huge benefits to the ocean in
hotel an it can allow them to optimise the customers on boarding process that will satisfy the
needs and demand of the customers, they can use benchmarking through the key indicator
performance which is an tool that can help to record the experience of the customers desired I
their customers against what they actually receive. it can help them to improve their services and
they can provide more better services next time. it helps to understand the difference in the
personals of the customers as they move from be prospect 2 conversion through the buying
funnel. By mapping the customer journeys marketers can create a logical order for the buyers
journey that will help them to satisfy their needs and demand 9 company will be able to gain
their loyalty. However, the biggest benefit for the ocean hotel can have is simply understanding
the customers more and their needs from them. the better companies marketing team will
understand their expectations the more they can create a better experience for their customers
and satisfy their needs and demand from the hotel Oceanic.
M1- Marketers responding to decision-making process
Marketers can response to the resident making process by understanding the process of
customers journey. they can use the customer journey steps to understand how customers take
decision and according to their they can also run their decision-making process and make
strategies that can allow customers to search the Oceanic hotel (De Mooij, M., 2019). This is
how marketing team of the company can respond to the customers and provide them satisfaction
by providing best possible services to them and creating a good experience for them. The
consumer journey have total five stages that are problem recognition, search process, he valued
alternatives and selection stage and the end stage is evolution of decision’s. This map journey
can be followed by the marketers and they can response to the decision-making process and
provide competitive advantages to the Oceanic hotel.

LO2
P3- Key differences of decision-making process in the context of business to customers and
business to business
The commercial transactions that take place between the business to business like
manufacturer to the suppliers, manufacturer to the wholesaler and wholesaler to the retailer. This
is called B2B businesses where Business deal with the other businesses or retailer etc. The
decision-making is quite difficult due to the volume transactions. Having a good relationship
between the one business to the another business and have huge competitive advantages. best
example of the B2B Businesses for the oceanic Hotel is Purchasing a food related items from
the dealers who supplied them (Kim, Lee and Jung., 2020). Vegetables and other necessary
things within the hotel
On the other side Business to customers it's simple process where customers by-product
from the company and company sell their product to the customers. this may include any kind of
sale process where selling of the goods Anne read ring of service by the company system directly
to the end users. For example- Hotel Oceanic provide Luxury apartment Service to the
customers who Are looking for the Hotel within the London or they want to spend Holidays
with their family. This kind of customers take accommodation services from the Oceanic hotel
and they are their target customers.
Basis for the comparison B2B B2C
meaning Selling of goods and services
between business to business.
selling of goods and services
between business to the final
customers.
customer Retailers, suppliers And users
Focus on companies focus on the other
retailers and suppliers who
can provide them quality raw
material and retailers who can
sell product made by them on
the ground level.
Companies like hotel
Oceanic hotel focused to sell
their product and services to
the customers and take this
isn’t according to it and help
them to create good
experience for them.

Quality of merchandise large small
relationship company focused to create
relationship with their
suppliers, manufacturers and
wholesalers so they can
provide better quality
products in lower prices.
company tried to create
correlation with their
customers who can buy their
product and services and help
them to increase their
profitability
Creation of brand value Trust and mutual relationship advertising and promotional
activities had to create a
brand value for the company.
Key differences between B2B and B2C
 Be to be business models are where the business is done between the Kim companies and
on the other side B2C Business models are where product directly sell to the customers
by the company.
 In a business to business the customers of the companies are the business entities while
business to consumers the customers are the consumers.
 Business to business focus to create their relationship with the other business entities on
the other side B2C companies focused to create their code relationship with the
customers who can buy their product and services and satisfy their needs (Oyserman and
Schwarz., 2017).
 The Buying cycle of the me too B is more lending as compared to the be to see which
creates large differences between them.
 In a B2B Businesses the relationship between the business to the supplies are created for
the long period of time where company by the raw material from this apply for the long
period of time. on the other side B2c, Business relationships are for the short period of
time becausr customers are many and it’s totally depend on the how Customers trust on
the Oceanic hotel.
 Brand value is created on the basis of trust and personal relationship or business entities
and the business to business case, while business to customers where advertising and

promotion help to create a brand value an awareness of the product and services sell by
the Oceanic hotel that helps to create a good relationship between the customers and
business.
P4- Different approaches to market research and methods of research used for understanding the
decision-making process in both B2C and B2B
Market research is important part of the marketing Department of Oceanic hotel (Shavitt,
Jiang, and Cho., 2016). it is necessary for the marketers of company to research continuously for
both business to business and business to customers. For the both B2B and B2C Have different
approaches and methods that help them to take competitive advantages and this isn't making
process. to take the decision for the business to business companies use different various
methods
Approaches to market research B2B
Google research
Google is the best approach for the market research of the business to business. there are
many businesses who are registered on the Google and companies like Oceanic hotel can also
identify the suppliers on the Google. Marketers of the Oceanic hotel can use this approach to
identify the suppliers Nearby the area that will help to Find best quality provider so company
can Make final product for their customers.
B2B Emailing
B2B Emailing is also in process of market research and this approach is used by the
marketers to identify the potential businesses who can buy product means services on the lower
level and also the suppliers of raw material with quality and low cost. after the identifying
retailers who sell Raw material, companies marketing team send them email and if they are
interested they contact to the business directly.
social media
social media social media is another market research that is used by the marketing team
of the ocean hotel, they also deal with the suppliers only social media platforms. becausr social

media creates it's easy on the social media to find the raw material suppliers and they can
directly contract to them through the social media sites and research their market (Sirgy., 2018).
Approaches to market research B2C
B2C approaches by the marketing team of the company are also similar that helped them
to identify and research the market. there are various methods that are used by the marketing
team of the authentic team that helps to identify the potential customers who can buy product and
services from them.
Survey
Survey is the approach that is used by the marketers to take decisions and it is also a tool
that helps to market research and identify the needs and demand of the customers. Marketers use
this tool because it is easy to use an help to identify what customers are looking for and what
kind of services they want. marketers make ready a questionnaire that contained various type of
questions that have been asked to the customers. customers have to take this service and give
answer to the questions. With the help of survey marketers collect the information and that
information is useful to understand the perspective of the customers and their needs.
Interview
Interview is the another approach that is used by the marketers, marketers directly ask
questions To the customers. They ask questions related to the services provided by the Oceanic
hotel and also ask for the suggestion an improvement within them (Su and et.al., 2017). this
interview else to identify the useful information that help company to improve their service and
product both. Interviews are the one on one conversation with the members that marketers target
within the market. nothing can beat the interview method for diving deep, but if an person
meeting isn't possible videoconferences the solid choice instead of the interviews.
Focus on the groups
Focusing group being together a carefully selected group people who can fit within the
target customers and target market. A trained marketers lead a conversation surrounding the
services and product sell by the ocean hotel and also can ask the user experience and marketing

message to gain deeper insights. If companies searching for the new market, it would not be
recommend starting with the focusing group.
Observations
Observation is also in market research tool but help through target the people within the
target market. it is less costly as compared to the other approaches marketers can see what people
interact with the product in natural setting without influencing each other.
M2- How different factors influence decision-making and buying behaviour
There are various factors that influence the decision making And buying behaviour of the
customers. customers always look for the factors like product and service quality, price and
additional facilities they are getting. Improvement in this factors can provide huge customers for
the Oceanic hotel and they can take competitive advantages within the market where they
operating their business. For example- Authentic hotel can provide lower price accommodation
to the customers that will influence on their decision making of the customers and by indecision
of the customers (Solomon and et.al., 2017). it will provide comparative advantages and they
will able to take good position within the market.
P5- How market is influence the different stages of this isn't making process of B2B and B2B
Decision-making process of the B2B and B2C are totally different from each other.
Marketers also have huge influence in day this isn't making process of business to business. the
purchasing process is different in both cases the following list stages involved within the B2B
are-
Step 1 Recognising the problem
It is the first where companies recognise the problem with their supplier are the other
functions of the company. This recognition create needs of knew supply odd modification in the
product and services. Marketers also take decision in this stage and help company to recognise
the needs of changes within the product time services.
Step 2 develop product specification to solve the problem
It is the stage where buying centre participate assess problems and and determine the
problem and identify what is necessary to resolve (Chen and et.al., 2018). they take help of the

marketing team to identify what changes they need in product and services and for that they
identify the customers needs and demand according to that they provide this information to the
production team of the company.
Step 3 search for and every possible product and suppliers
And other stages contacting the new suppliers who can provide better and quality
products as per the customers demanded there needs. Companies leaders and managers contract
to the new suppliers are they also take help of marketing team becausr they're having a
knowledge of whole market and They are also able to identify quality based raw material for
the company in lower prices.
Step 4- Select product and supplier and order products
In this stage marketing them identify the suppliers within the market and two several of
them. Among all these suppliers company decide which can provide the best suitable product
and services that can be useful for the Oceanic hotel to improve their product and services both.
Marketing team also help in decision-making and provide best possible supplier for the company
and place the order.
Step 5 evaluate product and supplier performance
This is the last decision-making stage where company compare the products with specs
and take decision that the product ordered by them is useful for them or not. If there are okay
with the quality of the raw material then they can take another order from this supplier.
B2C This is the making process and marketing influence
Problem recognition
A customer always create and develop Needs And demand that they always want to
satisfy. In this stage customers recognise that that need something or want something.
Search process
It is necessary for the marketing team of the Oceanic hotel to identify those customers who are
looking for the hotels within the area where they are locating their business (Feng, Govindan and
Li., 2017).

Evaluate alternatives
The consumer would have identified several alternatives service and product within the
market that can have potential to satisfy their needs and demand.
Selection
the final purchasing this season of the customers can be disputed by some of the factors
and also influence time to choose another hotels
Evolution of selection
The final step is the post purchase evolution stage, At this stage consumer analyse and
test the purchase products.
Conclusion
As per the report has been Explained and analysed the customer decision-making
journey stages for the given product and services. it has been explained what it is important for
marketers to map the path to purchase an understand customer decision-making. This report has
been contrast an compared the key differences of the decision-making process in the context of
B2C and B2B with specific example. It also has been evaluated the different approaches to
market researchers and methods of research used to understand the decision-making process in
both B2B and B2C. In the end of this report has been evaluated how marketers can influence the
decision-making stages of the B2C and B2B with proper example.

References
Books and Journal
Ramya, N. and Ali, S. MM., 2016. Factors affecting consumer buying behavior. International
journal of applied research. 2(10). pp.76-80.
Boccia, F., and et.al., 2019. Consumer behavior and corporate social responsibility: An
evaluation by a choice experiment. Corporate Social Responsibility and Environmental
Management. 26(1). pp.97-105.
Araya, S., and et.al. 2019 Identifying food labeling effects on consumer behavior. Available at
SSRN 3195500.

Hofacker, C. F., Malthouse, E. C . and Sultan, F., 2016. Big data and consumer behavior:
Imminent opportunities. Journal of Consumer Marketing.
Raphaeli, O., Goldstein, A. and Fink, L., 2017. Analyzing online consumer behavior in mobile
and PC devices: A novel web usage mining approach. Electronic commerce research and
applications. 26. pp.1-12.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Han, T. I. and Stoel, L., 2017. Explaining socially responsible consumer behavior: A meta-
analytic review of theory of planned behavior. Journal of International Consumer
Marketing, 29(2). pp.91-103.
Kim, M. JJ., Lee, C. K. and Jung, T., 2020. Exploring consumer behavior in virtual reality
tourism using an extended stimulus-organism-response model. Journal of Travel
Research. 59(1). pp.69-89.
Oyserman, D. and Schwarz, N., 2017. Conservatism as a situated identity: Implications for
consumer behavior. Journal of Consumer Psychology. 27(4). pp.532-536.
Shavitt, S., Jiang, D. and Cho, H., 2016. Stratification and segmentation: Social class in
consumer behavior. Journal of Consumer Psychology. 26(4). pp.583-593.
Sirgy, M J., 2018. Self-congruity theory in consumer behavior: A little history. Journal of Global
Scholars of Marketing Science. 28(2). pp.197-207.
Su, L., and et.al., 2017. How does perceived corporate social responsibility contribute to green
consumer behavior of Chinese tourists. International Journal of Contemporary Hospitality
Management.
Solomon, M R., and et.al., 2017. Consumer behavior: Buying, having, and being. Boston, MA:
Pearson.
Chen, C. C., and et.al., 2018. Exploring the consumer behavior of intention to purchase green
products in belt and road countries: An empirical analysis. Sustainability. 10(3). p.854.

Feng, L., Govindan, K. and Li, C., 2017. Strategic planning: Design and coordination for dual-
recycling channel reverse supply chain considering consumer behavior. European Journal of
Operational Research. 260(2). pp.601-612.