Consumer Behavior and Insight: Decision-Making in Marketing (Unit 37)

This report provides a comprehensive analysis of consumer behavior and decision-making processes within the context of marketing. It begins by defining consumer behavior and outlining the stages of the consumer decision-making journey for a given product or service, with a focus on the company Monogram. The report then explains the importance of mapping the path to purchase and understanding consumer decision-making, highlighting factors that influence the process, such as heuristics and the marketing mix. A key section compares and contrasts the decision-making processes in B2C and B2B contexts, providing specific examples to illustrate the differences. It also evaluates various market research approaches and methods used to understand the decision-making process in both B2C and B2B environments. The report concludes by examining how marketers can influence the different stages of the decision-making process in both B2C and B2B settings, offering practical examples of marketing strategies. The report provides valuable insights into how businesses can understand and influence consumer behavior to achieve their marketing objectives.

Unit 37 – Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Explain and analyse the stages of the consumer decision-making journey for a given
product/service............................................................................................................................3
P2: Explain why it is important for marketers to map a path to purchase and understand
consumer decision-making..........................................................................................................4
TASK 2............................................................................................................................................6
P3: Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B, providing specific examples...............................................................................6
P4: Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts..............................7
TASK 3............................................................................................................................................9
P5: Evaluate how marketers can influence the different stages of the decision making process
of B2C and B2B, giving specific examples................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour includes the manner of decision making activity to value the
thought of ideas or experience it to satisfy the consumers demands and wants. It determine the
subdivisions to attract the customer that help them in knowing the individual demands and
purchasing procedure to figured the sort of quality. Consumer behaviour is an essential issue for
marketing actions that have the role to encourage sale of business places as efficiently. In respect
to create an effective and efficient promotion because it is necessary to compass the consumer
behaviour (Andreini, and et.al., 2018). The management consider in this report is Monogram.
They embrace their facilities for the longer period of intervals for putting all of scheming,
composition and coordinating to declaration all in one frame to complete consumers satisfaction.
TASK 1
P1: Explain and analyse the stages of the consumer decision-making journey for a given
product/service.
Consumer decision-making:
Consumer decision making defines as the procedure in which customer form the way of
their decision making procedure that is related to get concern the issue solving manner by
aggregating various standards for the irregular source of devising the process and post purchase
concept of Monogram. All of these that are related to the consumers decision making act that are
resulted to their life style as that are related to several factors in the business.
The main orientation of customer decision making procedure that are related to extended
issue with conservative sections as per to the manner of regular phrase. At each sector the
operation are affiliated in assorted learning way that includes the activity (Fetscherin, 2019). As
in relation to the specialise decision making that involves the fewer engagement of the
consumers and their determination for getting ready to assume their demands and need of the
purchase for the allegiance of trade name in Monogram. In modest decision making customers
are set to purchase their favourite places as in communal amount of period and its activity.
Consumer decision making journey: The term of consumer decision making journey is
defined as the model that describe decision-making process of consumers in purchasing. It
includes different stages and define the behaviour of customers by their purchasing habits. It

consists awareness of particular brand and product than familiarity, consideration, purchase as
well as loyalty with that brand.
Types, levels and views in relation to CDM: There are four type of consumer decision
making journey such as it includes the circular journey of customers with four phases such as
initial consideration towards purchasing, actively evaluation or research whole potential
purchases, close the process with buying from particular brand as well as post purchase services
when consumers actually experiencing them.
Contemporary example of consumer decision making journey: In order to gain various
competitive advantages in competitive environment. Some of contemporary examples are
moment of truth activities, consumers turned towards different modern resources to search to
take effective decisions as well as compare various market products that are offered by
competitors before taking buying decision.
Stages of consumer decision making:
It is an important manner for the organisation to get determine and evaluate the procedure
of customer decision making. Decision making trade with the primary way to construct the terms
in the organisation. As there are five elements that involves in the procedure of customer
decision making that will relates to their skills and abilities.
 Need determination: The primary and standardised term of act that identifies the manner
for acquiring decision by the consumers and visitants (Hong, and et.al., 2017). Likewise,
the customers will get aware and will form a state of several product and their services.
 Search of information: It is the central stage through which visitants or customers will
requires to develop their different concept for performing their demands. By searching
accurate and satisfactory points of information that are present in the perception to show
the position in the enterprise.
 Valuation of unconventional: This stage includes the customers to move the phrase as
to relate the links in respect to form a best quality. It is actually applicable for the
secondary quality for the customers. The company deals with the state and appropriate
state of position to know the procedure of valuation in the enterprise.
 Buying decision making: It will associate to several sort of stages for buying action of
user action. And it will finally lead the customers to select their points and services to

buy it as per to fulfil them by their condition. It will lead different plan of actions to
maintain the planning system in the business for maintaining the levels.
 Post acquisition valuation: It directs the manner of completing the acquisition that will
affiliated to the position of purchase and their valuation of activity that are granted by
customer as it will also phrased the determination making procedure as to make them
fulfil by buying it and will associate it to buyback or not as per to their choice.
 Consumer decision-making process is the essential thing that facilitates customers to buy
specific products from particular brand that fulfil all needs and demands effectively.
Buying decision is taken after analysing all products of market provided by other
competitors and select most suitable one at affordable price.
P2: Explain why it is important for marketers to map a path to purchase and understand
consumer decision-making.
It is very essential thing for the markers to prepare the effective action plan or map in
order to understand the consumer behaviour and their decision-making process that affect
business in various manner. As customers plays very vital in the success of an organisation it
becomes more important to recognise all customers needs and demands effectively (Hsieh, and
Wu, 2019). Monogram organisation conduct proper research in order to identify customers
buying behaviour and the process of decision making and all these factors are included by the
marketers in the action plan that guide them to provide all goods and services to customers and
persuade them to take decision in the favourable of respective organisation. There are various
factors that affect the decision-making process of customer and other respective parties. These
are discussed below:
Customer’s path to purchase and consumer decision making: It is an important aspect that
is required for the organisation to track all customers decision making procedure and gain
various competitive advantages among market. Monogram organisation conduct proper research
in order to identify customers buying behaviour and the process of decision making and all these
factors are included by the marketers in the action plan that guide them to provide all goods and
services to customers and persuade them to take decision in the favourable of respective
organisation.

The influence of heuristics on decision-making: Heuristics is defined as the type of
mental shortcuts in which process consumers take decisions that are strongly influenced by
current emptions of customers. Emotions play important role in decision making process and it
allows consumers to solve various problems as well as facilitates to make quick judgement in
efficient manner. Heuristic makes people more responsive and anchoring.
Factors that influence decision-making process:
There are various factors that affect the decision-making process of customers as well as
organisation. Decisions effects the buying behaviour that are important factor of organisation to
run business efficiently. By the Monogram organisation implements various marketing strategies
to influence the buying decision of customers that facilitate it to achieve objectives of high sales
and purchase rate as well. Some of factors are discussed below: Influences of various technological factors on decisions: Various technological factors
influence the decision-making process of customers (Martinho, Balaia, and Pires, 2017).
All these new techniques and methods such as online shopping, e-commerce that connect
the consumers to the organisation. In some case consumers to consumers is also get
connected in the tourism sector. In order to take various competitive advantages in
current environment Monogram adopt various technological factors in business
procedure which influence consumers decisions. Online transactions and purchasing,
tailing, eBay and the rise of C2C purchasing are some methods affect customers and
social media advertisements plays important role in consumers decisions.
 Elements of marketing mix: An organisation is involved in different operational as well as
managerial activities and use the concept of marketing mix in order to attract potential
customers. In marketing mix various aspects are included such as product, price, place
and promotion that affect the decision-making process of customers and influence them
to take decision to purchase goods from specific brand. . Decision-making process of
consumers are influenced by the all aspects of marketing mix such as product quality,
quantity and features, price, place as well as promotion tools also influenced customers to
purchase products. Consumers evaluate all these aspects with competitors products than
take buying decision effectively.
Models of organisational decision-making:

In the Monogram organisation various models are utilised in order to get information
about the consumers and know about their buying behaviour in the respective market. Respective
organisation conducts different market research to evaluate preferences of customers that enable
it to increase the sales as well as profitable level effectively. Some of decision-making models
are discussed below:
 Linear decision-making process: Linear decision-making process is related to evaluating
all positive as well as negative aspects of customers that affect the action plan of an
organisation (Minnema, Bijmolt, and Non, 2017). This process helps the respective
organisation to identify effective factors that help the marketers to develop the path or
plan in order to influence customers to take favourable decision towards it.
 Rational decision-making process: Respective process facilitates the management of
Monogram organisation to understand activities of customers that affect the decisions of
purchasing. It is also related to identify all problems of customers and resolve them in
effective manner that create the better value in the mind of respective customers.
 Different buying stages: There are different stages are used by the consumers to buy
products and services first of all problem is recognised than all information and data is
searched regarding product, evaluate all existing alternatives that take the decision to but
best one among all alternatives. In the next step product is purchased and use it as well as
evaluate all its post- purchase services.
 Importance for marketers to map a path to purchase and consumer decision making: It is
necessary thing to produce a plan or path for consumers decision making in order to
enhance customer base and provide them better quality product and services according to
their requirement. It enhances organisational productivity, profitability, performance
level as well as customers loyalty towards it as well.
So, in the competitive environment condition it becomes important for management as
well as marketers to create map or action plan that contains various information about customers
about their buying behaviour and decision-making process. By such roadmap organisation
provide the better-quality products to customers, satisfy their needs and demand in order to retain
them with organisation for long run.

TASK 2
P3: Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B, providing specific examples.
B2B and B2C Market: Business of tourist know the segmentations of products to facilitate the
connected terms in the business that are generally saves the orientation of strategies in the
management. B2B market mainly get sort the thought of different place and there attributes.
Likewise, Monogram it will used to make profit and skills with various other tourist organisation
that will phrase many tourist company for holding the tourism satisfaction. As in the B2C the
organisation sell their products and facilities to their customers. Hence, the organisation of
business have the best and applicable strategies to influence the more and more consumers for
their place (Rosenbloom, Haley, and Meadowcroft, 2018). Like Monogram know the manner to
satisfy their customer by sorting several products and their facilities to their customers that
provide best services to them. The product and their facilities that are provided to hold up the
several positions in the output of the business divisions.
B2C campaigns can extent several expected customers in the market who are get
concerned in their product and as even the respective will empirically identify the manner that
would not get compared as the buyer. B2C enterprise can have the advantages from oncoming
their decision making cost in the ethnic unit that will especially have various objectives in the
business for promotion of the goods in the social unit in respect to get straight effects in the
business of management. It might show promotion to anyone who can buy and sell their creation
for having the fair opportunity of shift in the division of business.
Difference between B2B and B2C:
Basis B2B B2C
Targeted consumers In B2B the targeted audience
or consumers that are the part
of the other enterprise
divisions to get construct with
objectives who are getting
In B2C the customers and
targeted adjusted their
audience to know how to get
deal with the manner segments
in the organisation as they are

includes in the variegated field
to get the attributes of set as
per to the purchase
organisational facilities to get
completing their own social
welfare (Saha, and et.al.,
2017).
chief people and here the
management that are desired to
marketing their product
services or facilities as per to
the requirement of the visitants
and their demands.
Philosophy Vs emotional state As it will be all related to the
significant terms of the
marketers that are to be get
connected with the various
segmentation field of market.
It will phrased a manner that
will make purpose as per to
their roles and demands of
gratification, services and it
will featured most of product.
In B2C business of
management they phrase the
economic process of variations
in the management. It will get
to put on the manner of their
work in emotional components
of management. Most of the
managerial actions that are get
applied by the orientated
procedure in the management
for more quality and
capability.
In the context of B2C and B2B, providing specific examples:
The decision making process in B2C and B2B is rather easy as because it deals with the
various sort of the consumers in the market as effectively. The target market is very
enormous and there are billions of visitors hence, to mark the purchasers from customers. At the
recent time, the consumers can buy goods by online that is also a business to consumer dealings
where the consumer can rate the product online and order it in the company to get will deliver it
at the place of the customer. For example, buying clothes from the mall, having burger in Burger
farm’s, pay for internet services, taking beauty treatment from a saloon.

P4: Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts.
Marketing research is defined as systematic process to collect and analyse various
qualitative as well as quantitative information and data that are related to marketing activities and
product and services. It is basically related to the process of examining the feasibility of
respective product and services in the particular market place and collect data from customers
directly through conducting research. In the market research Monogram organisation select a
specific target market and gather information and take marketing decisions accordingly. Market
research help respective organisation to identify all target market and information of customers
needs, demand and preferences as well as sustain in the competitive market environment.
Various methods of marketing research are utilise by the Monogram like interview, survey and
group focus. Some times combination of these methods are implemented by the organisation to
know about all market trends and customers information that facilitate to take various
competitive advantage then their competitors.
In business-to-business concept porters’s generic model is implemented in organisational
operations and to measure all aspects of market (Singh, and Swait, 2017). There are two type of
research models such as qualitative and quantitative are utilise by the organisation in order to
gather all information and use them in formulate effective decisions as well as plans. In the B2B
business Quantitative approach is being utilised. On the other hand in the B2C business concept
all goods and services are sold to the consumers or end users directly.
In the current environment organisations prefer to connect with customers directly so,
they conduct business activities on the bases of B2C concept. The concept of marketing research
provide various advantages to the business in order to manage it in effective manner and target
the particular segment. There some advantages and disadvantages are explain that are related to
marketing activities and operations as well.
Advantages and disadvantages
The concept of business to customer is related to the gather valuable information about
potential customer needs and demand and respective market place. Proper knowledge of
customers facilitate the organisation to produce product and services according to customer's
demand and attain the high profitability as well as productivity objective. Various market

research methods such as qualitative and quantitative are used by the respective organisation to
gather relevant data.
Businesses that are involved in the business to business activities as well as business
actions involve in deep market research in order to gather effective information. All these data is
utilised in the preparing business planning and strategies to get various competitive advantages
than its respective competitors. All managerial task can be dome in smooth manner if
organisation know about their potential market and costumes.
Advantages of B2B and B2C marketing
 Reduction in cost and time: As the consumer in the B2B and B2C field of the online
marketing have save their cost and time. As they are not going out from one place to
another to purchase the products and goods. B2B and B2C make it easy for consumer to
purchase their favourable products by just one click for being at their place.
 Increase sales opportunities: B2B and B2C also maximise the opportunities of sales as
the consumer will purchase as per to their desires and wants at just one place with single
source of time. They can purchase their products at anytime from anywhere it makes
easy for them to select more products.
Disadvantages of B2B and B2C marketing
 High competition: B2B and B2C also create the high competition at online marketing
terms. As there are various sort of the consumer that demands a lot of things by analysing
such terms, competitors in the follows their own trend to build the high competition in the
online marketing of B2B and B2C.
 Complex journey for customers: The consumers who are new at B2B and B2C will get
confuse with the variety of products and their different prices. It will make them hard to
purchase the quality of product or just artificial product with low cost.
Difference between B2B and B2C marketing research
Marketing research termed that business are set to be more inclining to make the purchase
decisions that are based on consumer taste and preference. Frequently, at many times business
involves the ratio of the various sort of the employees in the buying decision course in respect to
rationalise the procedure for saving time and money at the market place. Online business are also

more apprehensive with the term of the ROI (return on investment) while the consumer are busy
in choosing their product or service to make a purchase.
TASK 3
P5: Evaluate how marketers can influence the different stages of the decision making process of
B2C and B2B, giving specific examples.
Various approaches to customer learning and behavioural and cognitive theory that are as
follows:
 In behavioural theory: As it identified that the theory that is based on the definite
termination and subdivisions of the plan of actions and their activities that are orientated
based on the behaviour of consumers (Uğur, and Turan, 2018). In this theory the
requirement of strategies that are relatable for their wants and demands as per to the
activities of market that involves the key points of attaining the growth and development
of the business. In this theory, the way of the administration that decided by the
consumers that will connected to purchasing and affecting various output in the
organisation. This theory is get connected with the buying purpose of plan of actions as
they are work in the graphical procedure.
 In cognitive theory: Its the theory that includes the most accurate and applicable method
for the growth and improvement of the organisation that are to be get termed as according
to the managerial activities and plan of actions of organisation at the value of term of
price of the performance and involves various characteristic in the business to their
customer. Its the theory that have complex structure in the management as per to various
external and internal divisions for negotiating the output of the business. It valued the
thought of idea that is accommodating by the consumers in respect to identify about the
growth of their own activity and needs in the organisation.
The role of the managers that are directly get related to the various sort of divisions to
determine the uncertain orientations that are used in several features of the concept and its plan
of actions in the business of management (Wilmanski, and et.al., 2019). The actions that are
related with the sectional approaches as per to the analytical and essential manner of
improvement in the management as according to customers that have high satisfaction level. The
managers that will appropriately associate with their term of values of growth and development

of management by the help of customers to mention them and also deal with them with
respective sections in the business.
Influence of culture and sub-culture on consumer behaviour.
Culture helps in contentment of needs and wants of consumers. It helps in satisfying the
needs of consumer as effectively. Beliefs, values, customs and tradition will help to oversee the
social system that specify the manner in which individuals in the social system that should
behave that they define the boundaries of acceptable the consumer behaviour at the market place.
Buyer behaviour to influence the decision-making process within both a B2C and B2B
context.
Decisions making affects the buying behaviour that are important factor of organisation to run
business as efficiently. As the organisation has implemented the various marketing strategies to
influence the buying decision of the customers that facilitate it to achieve objectives of high sales
and purchase rate as well as in the management.
How organisations use an understanding of buyer behaviour to influence the decision-
making process within both a B2C and B2B context
B2C and B2B campaigns have various expected consumers in the market who are get
disturbed in their product and as even the respective to determine the manner that would not get
compared as the buyer. The enterprise can have the advantages from oncoming their choice
making cost in the cultural unit that will particularly have various objectives in the business for
promotion of the goods in the common unit in respect to get straight properties in the business of
management.
The use of digital audience research developments to understand and influence consumer
behaviour
Digital marketing can be defined by using the digital source of channels for providing services
and facilities to consumers as effectively. The digital marketing phrased the role of several
source of medium that allows them for the exchange of currency and terms of the values in the
market to get influence the consumer behaviour.
CONCLUSION
From the above report it has been concluded that, the responsibility of the customers will
represent the varied form of information that are segmented in the manner as important to get

deal with the organisation and their actions as that are applicable and accurate for having
success. By mentioning the various plan of action of various customer activity and their decision
making procedure. As there are some major benefits that are intended by several market place to
apply all the accomplished thought and conjectural outlook in the enterprise of business.

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