Consumer Behaviour: Decision Making and Marketing Strategies Report

This report provides a comprehensive analysis of consumer behaviour and its implications for marketing strategies, using Netflix as a case study. It explores the stages of consumer decision-making, emphasizing the importance of understanding consumer behaviour and mapping the path to purchase. The report contrasts B2C and B2B decision-making processes, evaluating market research methods for both. It assesses how marketers can influence the stages of the decision-making process in both B2B and B2C contexts, considering factors like personality and perception. The study offers insights into how companies like Netflix can leverage consumer behaviour to optimize their marketing efforts and achieve business objectives. The report also includes discussion on the impact of marketing and environmental stimuli, buyer's characteristics, and buyer's response within the context of consumer behavior. The document is contributed by a student to be published on the website Desklib. Desklib is a platform which provides all the necessary AI based study tools for students.

CONSUMER
BEHAVIOUR
INSIGHT

Table of Contents
INTRODUCTION.................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Explain the stages of consumer decision making with given organisation...................................3
P2 Discuss why it is important for marketers to map a path to purchase & understand consumer
decision making.................................................................................................................................4
TASK 2.................................................................................................................................................5
P3 Compare the difference between B2C and B2B and their decision making process.....................5
P4 Evaluate the different decision approaches to market research and methods of research used for
understanding the decision making of B2B & B2C...........................................................................6
TASK 3.................................................................................................................................................6
P5 Evaluate how marketers can influence the stages of DMP in context of B2B & B2C..................6
CONCLUSION.....................................................................................................................................8
REFERENCES......................................................................................................................................9
Books & Journal:...............................................................................................................................9

INTRODUCTION
Consumer behaviour is an integral part of business which is nearer to me understands
by the organisation in most effective way. It's the time to process what is used by enterprise
to analyse inside behaviour of the consumer decision making is done properly. Netflix which
is an American multinational corporation who is a media service provider headquartered in
California. With changing period of time content and TV shows on Netflix by examining the
behaviour and preferences of consumers. This report includes stages of consumer decision
making, importance of mapping path and understanding consumer decision making,
comparison between b2c and B2B & influence of marketers on stages of decision making
process. Market and consumer attitude as well as behaviour is dynamic in nature which is
needed to be cost by the enterprises so that functions and operations are carried out
accordingly.
TASK 1
P1 Explain the stages of consumer decision making with given organisation
Consumer decision making is essential which is to be analysed and examine by the
marketers so that they are able to target potential customers for their product or business. This
process includes different stages which are mentioned below-
Need recognition- It is important to be carrying out as it help in identifying the needs
and wants of the consumers and which help in selecting & delivering the product. Through
this stage it is easier for marketers to provide and fulfil requirements of consumers. For
example- Netflix product suggest Netflix original clear and click button was introduced by
the company after need recognition of the consumers.
Searching & collecting information- After the need analysis it is also crucial to
attract and gain leader information credited with the product of computers and market to gain
competitive advantage. Netflix collect and gather the information show the market analysis as
well as research (Parker, 2020).
Evaluation of alternatives- After getting the credentials company find any value be
alternatives of the product it is affecting the business at deeper level. For example- in relation
with Netflix they evaluate the alternatives such as Amazon prime and other streaming
applications which are being used by the consumer as substitutes (Ching, 2020).
Purchasing goods & services- In this stage consumers purchase the goods and
services with proper considerations. In relation with Netflix, they provide products and
services such as consumer can stream the movies and TV shows with two different
subscriptions schemes depending upon their choice.

Post purchase evaluation-This includes officers services which is given by the
organised into their consumers to fulfil the total satisfaction. In context to Netflix, the top
management make ensures that post purchase evaluation is being done properly.
Pre-purchase- This specifies that product & services are being pre- purchased by the
users or reserved by them depending upon their level of enthusiasm. This is also important
part in this process has it help in analysing the impact of product and services on the
customers and also determine the sales growth (Klöckner, 2016).
Purchase- After examining the actual product which is being purchased customers
wish to buy them. In relevance with selected entity, consumers use the subscription crucial
period on their own preference.
Receive- This reflects that consumers use the services provided by the organisation
and satisfy their need and demand (Imani, 2020).
Post purchase- This involves type of services and products provided by the entity at
time of booking of the product by the consumer.
P2 Discuss why it is important for marketers to map a path to purchase & understand
consumer decision making
The main motive of every enterprise is to demand of the buyer as well as consumer so
that they are engaged with organisation for longer period of time. Without focusing and
understanding decision making and purchasing it is not possible for marketers to achieve the
goals and objectives.
 Higher ROI- Consumer behaviour analyse and their decision making is being
understood by the company it is easy to implement strategies as well as tactics in the
market through which entity is able to achieve the higher rate of interest. For example
in relation with Netflix earlier paramount period was higher and then the changing
period and to attract customers they decrease their amount of subscription which is
results in higher ROI.
 Proper engagement-It is also important for marketers to understand decision making
process so that helps them to engage the consumer towards their product and
organisation. Through this also able to advertise their product in positive manner and
which leads to use of information as well as manpower in the sales process.
 Unified customer data- With the help of mapping they are also able to collect and
gather the customer data for the business which help them in analysing the actual need
of consumer.
Black Box model of consumer behaviour
This is a model which is used by entities with understanding behaviourism in which
the focus is on understood the stimulus and response of the consumers.

The marketing & environment stimuli- This model states that marketing and
environmental stimuli are important in behaviour. The marketing stimuli are planned as well
as process by which enterprise nearest mental stimulus are given by the factors such as social
factors based on the cultural political and economic situation of a society.
Buyer’s characteristics & decision making- Buyers traits and different process are
needed to be focused so that everything is being considered in proper way. Characteristics
such as attitude motivation perceptions, etc. and decision process such as problem recognition
information search, etc. are essential (Chatterjee, 2019).
Buyer’s response- This is also necessary to examine the response of buyer's
depending upon d indescribable and specifications such as product and brand choice purchase
amount discount etc.
TASK 2
P3 Compare the difference between B2C and B2B and their decision making process
B2B and b2c both are important in decision making process and are heterogeneous in
nature. In relation with Netflix, they use both the concept with appropriate market research.
BASIS B2B B2C
Meaning
It refers to purchasing and
selling of products amongst
different business sectors.
It is defined as purchasing as
well as selling of products
and services to the
customers.
Customer
In this, customer are to be
known as agencies, dealers,
consultancies etc.
In this, customers are those
who use the product for their
daily consumption.
Focus
Their main focus is on
developing relationship
between other businesses for
the sale of product.
Their main focus is on
engaging the end users
towards the product as well
as brand.
Market research methods- Both B2B and B2C use different types of market
research methods such as B2C to Netflix uses primary method which is questionnaire in
which different types of questions are being asked different questions and according to which
research is being done. In B2B organisation adopts the secondary methods such as newspaper
magazines and other source materials from which information is gained (Rosenbaum, 2017).

Influence of market research- Market research has influence on decision of both the
context which is b2c as well as B2B. With help of market research, it is easier for
organisation to carry out their functions, operations and other activities in well organised
manner. Moreover, it has been also examine the dead this help marketers to make decisions
and analysing customers properly according to the information which is gained by the
research (Simon, 2019).
P4 Evaluate the different decision approaches to market research and methods of
research used for understanding the decision making of B2B & B2C
Market research is important part in business and for organisation as it help them to
acquire the reliable information of market as well as consumers this shows that entities
manufactures the product and services according to the research and analysing the customers
demand and requirements. So there are different methods which are being used by b2c as
well as B2B for implementing market research and mentioned below-
Market investigation in B2B-This approach reflects that use the second method for
connecting in gathering the credentials which is being used by them as a competitive
advantage to deal with their competitors and rivals. Various sources are there in this approach
which are explained as follows-
 Government agencies- These are the sources from which organisation collect the
information regarding the businesses and market which is also reliable and effective.
 Publications- These are also sources which includes magazines newspapers internet
library, which help analysing the changing need of customers within a period of time.
Market research approaches in B2C- This is crucial for Netflix as it help them to
gather up the updated and fresh data as well as credentials of customers regarding the product
and services they used. With the help of this, it is easier for them to planet change for reduce
innovation in their product according to the market research and trends (Reynolds, 2019).
 Questionnaire- It is the most effective method which is used by B2C and enterprise
in which questions are being asked by the entity over the written document. In this,
different responses of various customers are gathered which is beneficial for
organisation to strong and weak areas.
Netflix-choice of entertainment
Main role of Netflix analytics is to get inside and gain insight of their customers. The use
of analytics and data they are able to improve their services and decision making process.
Nursery scissor story of content movies TV shows bus stop it has been able to produce good
quality entertainment by creating and developing their own content and original sources.
Moreover, they used data mining as a crucial part through which they are able to customise
and deliver the relevant content to the customers.

TASK 3
P5 Evaluate how marketers can influence the stages of DMP in context of B2B & B2C
Marketers influences stages of decision making process at larger scale this is because
marketers have the power and resources through which organisation is able to carry on their
activities that facing any problem or issues. For the more they affect the decision making
process by delivery of new and innovative products into the market with motive of dealing
with competition (Iankova, 2019).
For example- Netflix is being a part of innovation and fulfilling the needs and demand
of customers as well as businesses at higher level. Indifference with B2B Netflix provides
and helps entertainment agencies and corporations to run their TV shows and activities on-
stream across the globe. In context with B2C, they deliver high quality content and services
with affordable services to the customers (Al-Adwan, 2019).
Marketers have a great impact on organisation decision making process and
accordingly they help them to use resources and sources in most efficient way. They use deep
level of information of market and situations so that everything is done smoothly.
Factors affecting decision making process are-
 Personality- Every individual have different personality according to which they
make the choices in the purchasing process bus stop according to the different
characteristics and requirements decision made by them. For example- Netflix has
divided their sufficient amount into two bases and we can choose the amount
depending upon their traits or demand.
 Perception- Consumers also have different way of perception according to which
they take participate in decision making effectively also perception is stimulated by
promotional activities suggest social media discount and offers etc.

CONCLUSION
After a brief analysis of above report it has been concluded that analysing the inside
of consumer is essential so that organisation is able to make their decisions in appropriate
way. In this present report a detailed discussion have been made about how the organisation
can understand the consumer and their behaviour with reference of products and services.
This also shows that consumers are heterogeneous and make the choices and select the
product which fulfils their demand and satisfaction.

REFERENCES
Books & Journal:
Parker, 2020. How Does Consumer Insight Support The Leap to a Creative Idea: Inside the
Creative Process: Shifting the Advertising Appeal from Functional to
Emotional.Journal of Advertising Research.
Ching, 2020. Identification and estimation of forward-looking behavior: The case of
consumer stockpiling.Marketing Science.
Klöckner, 2016. Specific barriers and drivers in different stages of decision-making about
energy efficiency upgrades in private homes.Frontiers in psychology,7, p.1362.
Imani, 2020. Brain-behaviour relationships in the perceptual decision-making process
through cognitive processing stages.bioRxiv.
Chatterjee, 2019. Consumer satisfaction attribute mapping in hospitality industry through
ZMET.International Journal of Business Innovation and Research,20(1), pp.87-105.
Rosenbaum, 2017. How to create a realistic customer journey map.Business Horizons,60(1),
pp.143-150.
Reynolds, 2019. The Strata Model Predicting Advertising Effectiveness: A Neural-Network
Approach Enhances Predictability of Consumer Decision Making.Journal of
Advertising Research,59(3), pp.268-280.
Simon, 2019. A multi-method study of social ties and crowdfunding success: Opening the
black box to get the cash inside.Journal of Business Research,104, pp.206-214.
Al-Adwan, A.S., Alrousan, M., Al-Soud, A. and Al-Yaseen, H., 2019. Revealing the black
box of shifting from electronic commerce to mobile commerce: The case of
Jordan.Journal of theoretical and applied electronic commerce research,14(1), pp.51-
67.
Iankova, 2019. A comparison of social media marketing between B2B, B2C and mixed
business models.Industrial Marketing Management,81, pp.169-179.

Vakeel, K.A., Das, S., Udo, G.J. and Bagchi, K., 2017. Do security and privacy policies in
B2B and B2C e-commerce differ? A comparative study using content
analysis.Behaviour & Information Technology,36(4), pp.390-403.
Kemp,2020. The emotional side of organizational decision-making: examining the influence
of messaging in fostering positive outcomes for the brand.European Journal of
Marketing.
e Silva, 2020. How companies evaluate the ROI of social media marketing programmes:
insights from B2B and B2C.Journal of Business & Industrial Marketing.
Lavissière, 2019. Port marketing as manifestation of sustainable marketing in a B2B
context.Journal of Business & Industrial Marketing.