Consumer Behavior, Decision Making, and Marketing: Hand Dryer Report

This report provides a comprehensive analysis of consumer behavior and decision-making processes, specifically focusing on the purchase of hand dryers. It explores the various stages of consumer decision-making, including need recognition, information search, evaluation of alternatives, and the final purchase decision. The report also examines different consumer decision-making models, such as the economic, passive, reasoning, and emotional perspective models, and their influence on purchasing behavior. Furthermore, it highlights the importance of mapping the path to purchase, the differences between B2C and B2B decision-making, and the application of various market research methods to understand consumer behavior. The report also evaluates how marketers can influence each stage of the decision-making process, providing specific examples. Overall, the report provides valuable insights into consumer behavior and marketing strategies, specifically in the context of hand dryer purchases.

Consumer Behaviour
and Insight
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Table of Contents
INTRODUCTION...........................................................................................................................1
P-1. Consumer decision making procedures which influence the purchase of hand dryer.........1
P-2 There are several models which are looked upon by consumer's for final decision making.
And its mapping decision making...............................................................................................2
Importance of mapping a path to purchase and understand consumer decision-making............2
Levels of consumer decision-making..........................................................................................3
Essential elements which influence the decision making of any consumer................................4
P3 Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B, providing specific examples...............................................................................4
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..............................6
Methods of research: ..................................................................................................................6
P.5 Evaluate how marketers can influence the different stages of the decision-making process
of B2C and B2B, giving specific examples ...............................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
.........................................................................................................................................................9
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INTRODUCTION
Consumer is always justified to have a different approach which could be based over
their needs or desire to purchase the product. It can be bifurcated that there is a particular path
which is followed to select the correct things which is in budget and valuable at the same time.
This present report is based on Hot- point and it provides domestic appliance and chosen product
in file is hand dryer's in United Kingdom. In this report several stages and things will be
provided with several methods to seek such understandings as well. It also consists on several
elements which effects decision making procedure of a consumer. Also digital audience
evaluation is also plays an important role in decision procedure of people choosing products.
P-1.
In simple words this procedure refers to dilemma a consumer gets between two same
products and comparing them on the basis of company, price and working qualities. In this
procedure there is a series of steps which have to be crossed for them to select the correct
product. After going through all these a consumer is able to purchase most appropriate product
for them. The steps are mentioned below:
 Need of product: Shopping always is either done due to need or mood of the consumer. If
a person is in total need of hand dryer one has to buy it due to its current demand. The
lack of it motivates a consumer to buy things and there are several elements which
motivates such behaviour.
 Search for information: when any person seeks to buy a products he does his research for
it so that he can find correct location for buying it and should be under the budget
decided by the consumer.
 Comparing all available options: in this step the consumer can see several products which
have different prices, brands and working power. Here, it depends on consumer to
compare all options which are available in his price range and choose most appropriate
option.
 Trail check: in this consumer gives product a trail run and then if it feels efficient and
productive in nature consumer buys it.
 Purchase decision: the final stage refers to fact that product is purchased by consumer
which accordingly Is the best choice.
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P-2
Their are several models which are discussed for providing such theory:
 economic model: in this a person is looked upon to be a very neutral and rational
individual. Such people compare all certain and specific products which will be
 passive model: here it is believed that consumers are attracted to the certain level of
promotions which are done by a buyer. Here evaluation of a product is done upon product
in market which is specifically launched and promoted.
 reasoning view model: its one of most important and prominent model out of all four,
here it is believed that demand for any product will totally depend over the need of the
consumer. Their is no chance that any such person will but anything irrationally and
without any purpose of it.
 emotional perspective model: Some products are related to emotional connection of an
person towards the brand or it was used in the family for a long period of time and by
several generations.
Importance of mapping a path to purchase and understand consumer decision-making
The journey which leads from a buyer to look for a product and leads to the person
buying the product ultimately. The map points towards the journey a consumer has to go through
to reach the ultimate satisfaction of the product and reaching with qualitative results. All such is
concluded before purchasing any product and satisfying the league of enrolment in buying
products:
Example- the consumer/customer has to create and develop a map like path to achieve
and buy a hand dryer of the particular brand of hot point. This company works specifically for
such appliances and products. In the end of this path the customer either has achieved the goal
and bought product or has to look for their alternative
There is a particular process which will be followed to choose the correct path of
choosing and finalising any product:
 it is very helpful for any consumer to gain a tailored experienced and a proper product.
 Here people have to gain the [proper guidance in the helpline and the workings of the
product is made very clear by the company.
 The path which is created by the consumer is to be made very clear so that ultimately the
product is purchased in the end.
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 The product should be with proper warranty and should be long lasting so that if any
person has to make issues regarding it they can complain and claim their money back
from company.
It is very important for the company hot point to understand the fact that a customer
keeps needing modification and changes in the hair dryer. Their are several consequences where
such products are discriminated on the basis if they don't look appealing or do not provide
several products which will be giving a lot of appearance form products.
Some importance to understand consumer decision-making given below:
 the need of the understanding several things about people buying and selling such
product increases the demand of such product in the market and enhance the influence of
these as compared to its competitors or subsequence.
 It is very beneficial for the company hot point to echinacea and promote their product of
hand dryer. It will create the need of supply and demand in the company for this
particular product and ultimately it will provide certain things in the market.
Criteria to select products by consumers
Customer products have to be very particular in the fact that proper thinks should be
provided in the market and they should include the fact top consider the demand and need of the
consumer in market. Here the point is the fact that they should provide and study the market
perfectly so that there is no confusion and consumer should not seek either any alternatives or
any subsequent.
Solving issues: Here any person who seeks a product looks upon in market to search
different products and the question which arises that what will fulfil particular need of
customers. The consumers have to take a lot of time in understanding the fact that several things
are to be decided with time and they have to understand the need of buying the proper product
and particular budget and prices as compared to another products.
Limited Problem Solving- Here the most biggest problem which is faced by any person
is to buy and buy it in the correct amount a plus it will be the most influential portion of the fact
that they have to be very confident of the fact that they should solve every issue from the core
and resolve it.
Continuous Problem solving- here the final decision is taken by the consumer and
makes it very unavailable for the fact that products should be finally bought by the consumer.
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Essential elements which influence the decision making of any consumer
Consumer behaviour is very rational and irrational at the same time, it gets fluctuated
more times and people have to work according to it, where as the market offers several things
and its substitutes to which one has to provide best things. Their are some factors which
specifically influence these. Some of them are mentioned below:
Personal factors- this factor means that the final decision or the map of making decision
can lead up to several things and in the end it can be made very clear that it is very much in the
source of an individual. This does have the age, gender, caste, culture and basic mindset of every
person which is different from one another. This factor is majorly about what the customer
actually needs and will the following product or service complete it or it will be an hindrance in
completing.
Purchasing power- Generally, every person who does shopping makes a budget of
everything and then thinks to shop it. Not all products are available to everyone and some which
belong in luxury goods are exclusive and only few people can afford it. Here, any person or band
has to bifurcate its product and has its own target audience it effects on what product by which
brand is selling products in a certain price which is affordable in nature. This is a very big factor
to influence decision making of a person.
Cultural factors- In simple terms people who belong to different communities which
follow a certain path of devotion have various cultures and traditions. According to these the
market should have supply so that each persons need it full-filled. People but products on this
factor basis so they are following rituals or norms which make them member of such devotion
and the background they belong from.
P3
B2B and B2C are consider two types of sales method which is used by Hot-Point in order
to sell their products and services. In case of B2B, an organisation become able to sell their
goods and services to the other business. On the other hand, in context of B2C, an enterprise
become more capable to sell their goods and services to the customers. As both are effective and
useful techniques of marketing which will support an enterprise in its success and growth within
given time period. The tasks will determine the key difference between business-to-business and
business-to-customer decision making activity and will also determine the effective use of digital
audience investigation improvement for making string effect in the consumer behaviour.
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Basis B2B B2C
Buying decision The sales needs a rational
evaluation, assist of a marketer
and the accessibility of the
good for long time period for
accurate consideration in the
marketplace for taking a
impressive buying conclusion.
This procedure takes minimum
time as the purchasing decision
is entirely in the hand of
persons. Therefore, this
process needs less rationality.
Decision related to the
Marketing strategy
It does not require mass media
in order to develop publicity for
the good it only needs an
individual contact interior sales
department within an enterprise
who will be capable to serve
effectively.
It will need more mass media
as well as social media sites to
develop effective and accurate
relation to business-to-business
strategies.
Decision related to market
size
Business-to-business open up to
a small as well as selected
market size. It will majorly
influnce the purchasing and
selling of the product.
Business-to-customer is
comparatively large in form of
size as well as geographical
aspect.
Identifying requirements These requirement will find out
regarding the different
necessary parts for accurate
business strategy.
Business-to-customer will try
to influence clients by the
support of promotion and
various effective marketing
tools.
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P-4
Market research can be defined as a most important tool, that a company uses for
capturing, identifying, interpreting and analysing that data about customers’ demand. This would
help in making successful decisions for satisfying demand of customers, by offering
products/services in desired manner. For an instance, a business whether dealing under B2B and
B2C field, uses market research for assessing the viability of offering a new product at
marketplace, by analysing how it impact on brand perception and customer demand. In this
regard, a number of approaches that a company can use for conducting market research are –
Survey: By conducting a straight-forward questionnaire, to a chosen group of population,
organization whether deal in B2C or B2B, can get more reliable information. For this purpose, a
number of methods can be used like one-to-one survey, telephonic, mailing and online survey
etc.
Focus Group: Through discussing with a group about new trends of marketplace and
involving their participation in decision making, will aid an organization in getting a number of
choices to take an appropriate action in behalf of company’s profitability.
Personal Interview: Although, taking personal interviews whether in structured or
unstructured manner, consumes much time and money. But it gives more accurate and reliable
result rather than other market research.
Methods of research
Quantitative Study: No proper market research can be done without conducting
quantitative research. Hereby, by carrying out an online survey within B2C market research, will
help in analysing what targeted audience willing to pay for. In this regard, by using the approach
of survey, management of a company can take decisions related to pricing strategy, product or
service development, etc. so that a framework can be develop to gain high satisfaction and
retention of customers, to generate high profitability.
Environmental study: As there are number of factors present in business environment
that impact the overall organisational strategies of both B2C and B2B. Therefore, to take
decisions related to running business sustainably in a particular area, a company can use
PESTLE analysis for conducting market research. This would may help in analysing the political
stability, economical fluctuations, social factors and more, so that business strategies can be
framed in effective manner.
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P.5
In the business-to-business ( B2B ) setting (rather than B2C), buying decisions are made
in get together. The social event accountable for choosing the buying decision in associations is
implied as the essential administration unit.
Inside affiliations, genuine purchases ordinarily require commitment from various bits of
the affiliation, including cash, accounting, purchasing, information development the board, and
senior organization. Particularly specific purchases, for instance, information advancement
systems or creation gear, require the fitness of particular experts. Now and again, the obtaining
center goes about as an easygoing exceptionally named assembling. In various cases, the
obtaining center is a formally embraced assembling with express directions, criteria, and
techniques. With the assistance of these various procedures which are identified with evaluating,
structure, place, advancement made by the advertisers, it is conceivable to impact the basic
leadership procedure of the B2C to B2B in the manner they need. Another reason is also related
to working of marketers as a link in between the business and consumers and other businesses as
well. In most of the cases, the deal in between different companies and customers are made with
the help of marketers. For example, in case of startup of any new venture, it is not the company
who makes the sales of products and services which are newly made but are the marketers who
work on behalf of the company and makes the sales of products and services of the organization.
It is the markets who with the help of their skills, knowledge and techniques have the power to
influence the decision of buyers as well as the companies in the way in which they want from
them to do. A buying center is a get-together of laborers, relatives, or people from a relationship
responsible for completing genuine purchase decisions. In a business setting, genuine purchases
routinely require commitment from various bits of the affiliation. For instance, cash, accounting,
purchasing, information development the officials, and senior organization. There is a great deal
of contrast in the middle of the B2B business circumstances when contrasted with the B2C in
light of the fact that in the accompanying purchasing circumstances, the connections are
arranged, businesslike and debatable contrasted with the normal of B2C trade circumstance. As
there is a difference in the buyers of the products of company, so the marketing approach chosen
for the sales of the company is also different. On the basis of different approaches which are
being applied in the business organizations, as such as the evaluation of the approach which have
been applied in the business scenario is also important as with the help of the products and
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services offered to businesses. It has been decided whether the product and service sold does
require any different approach in the implementation or not. B2B shoppers are regularly sought
after uniquely in contrast to B2C purchasers because of these various conditions. In mass
advertising, the objective is to recognize channels where the association can draw in with
thousands or a large number of potential purchasers without a moment's delay. For B2B, this can
likewise be powerful however is significantly less normal.
CONCLUSION
It is concluded from the file mentioned above that consumer seeks several ways in
choosing a simple product like hand dryer from hot point. This company has several products
and appliances. It has properly defined the several application probability of a consumer deciding
for purchasing any product and it should properly provide several aspects one concludes before
taking any decision in purchasing any product. Here the company mentioned in hot point and it
shall provide several regulations of the time where people have to provide specific results and
elements which fluctuate and influence the basic decision making plans and schemes of any
customer.
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REFERENCES
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context-specific approach to measuring engagement: Predicting consumer behavior
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Lilien, G.L., 2016. The B2B knowledge gap. International Journal of Research in
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