Customer Behavior and Insight: A Marketing Analysis for Sainsbury's

This report provides a comprehensive analysis of customer behavior and decision-making processes, focusing on Sainsbury's as a case study. It explores the stages of the consumer decision-making journey, emphasizing the importance of understanding the path to purchase for marketers. The report also differentiates between B2C and B2B decision-making processes, highlighting the role of market research and various research methods employed to gain customer insights. Furthermore, it examines how marketers can influence different stages of the decision-making process. The analysis covers the impact of customer behavior, marketing research, and strategies employed by Sainsbury's to attract and retain customers. The report concludes by summarizing key findings and implications for effective marketing strategies. The report also includes a discussion on the role of mapping the customer journey, the differences between B2B and B2C marketing, and the influence marketers have on the customer's decision-making process.

Customer behaviour
and insight

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
P1 Stages of consumer decision-making journey........................................................................3
P2 Important of map path to purchase and understand consumer decision-making for
marketers......................................................................................................................................5
TASK2.............................................................................................................................................6
P3 Differences of the decision-making process of B2C and B2B...............................................6
P4 Market research and methods of research used in understanding the decision-making
process.........................................................................................................................................7
TASK3.............................................................................................................................................8
P5 How marketers can influence the different stages of the decision-making process...............8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer behaviour is defined as the study of individual, group, organisation and various
activities that are related to the purchasing, use and disposal of products and service. Customer
behaviour depends upon customer emotions their preferences and attitudes that impacts on the
buying behaviour efficiently. the study of customer behaviour consists investigation of various
information related to the customer such as demographics, lifestyle, behavioural variables and
their requirements as well as consumption pattern (Bothma, and Kühn, 2018). In this report the
chosen organisation is Sainsbury which is incorporated in 1869 by John James Sainsbury. The
headquarter of organisation is situated in the London, England, United Kingdom and it is the
second largest supermarket chain in the UK. In this report customer decision-making journey and
different approaches of market research is discussed. Apart from that B2B and B2C decision-
making process is being covered in this project report.
TASK
P1 Stages of consumer decision-making journey
Customer decision-making journey: Customer decision-making journey is defined as the process
that evaluates the decision-making process of customers in their purchasing journey. It is
described as the model that determines the buying behaviour of customers and who they take
purchase decisions. Basically, it is the non-linear process in which actions of customers are
overlap as well as repeated continuously until the final purchasing decision is taken. It highlights
the importance of making technique such as word to mouth that includes various factors like
customer loyalty as well as post purchase experiences of customers (Bruhn, and Schnebelen,
2017). Sainsbury evaluates whole customer decision-making journey in order to identify the
interest and their preferences in order to attract them towards the organisational products and
services and gain high customer base. There are various steps that facilitates customers to take
effective purchasing decision are discussed below:
Recognition of problems: In the first step of customer decision-making process, customers
recognise their needs and demands for specific product and service. Proper recognition of needs
help to satisfy customers. Once the needs are recognised in proper manner than the relative
information is being collected in order to understand that how these needs and wants are fulfilled

in effective manner. There are various internal as well as external factors plays important role in
recognising needs properly. Internal stimulus includes basic impulses such as changing in
lifestyle on the other hand, external stimulus focuses on sales and marketing. Sainsbury conduct
effective brand campaigns to enhance brand awareness among potential customers and
customers.
Search for information: Customers searching information on the basis of internal as
external factors. In this step all information about respective product and service is being
collected through conducting proper research on google and customers reviews that facilitates to
take effective decision of customers. It provides the whole information about customer about
what they want and prefer (Centobelli, and Ndou, 2019). Sainsbury creates the proper customer
funnel and plan in order to understand the potential customer behaviour and gather information
about them from various trustworthy sources.
Alternative evaluation: As there are number of products and services are available in the
market. In this phase customers creates the criteria about what they want in respective product
and service. Customers evaluates all alternative and give weightage to their choice as compared
to other alternatives. Organisations provides their products at low prices, adding extra features
and available them in market in order to satisfy customers in effective manner. Sainsbury makes
various effective modifications in their products or services in order to attract potential
customers.
Buying decision-making: After gathering all information about customers and give
preference to most suitable product, customers take the purchasing decision of particular product
and service that satisfy their needs and services. Sainsbury conduct various advertisement,
promotional activities and provide quality products so, customers give preference to their
product than other competitors as well as take effective purchasing decision.
Post-purchase decision: In the post-purchase decision both customer as well as seller
reflection is included that evaluates that customer are satisfied with product and engage with
respective organisation continuously (Hedley, Richards, and Palombo, 2019). Sainsbury ensures
that customers have positive experience with organisational products and services. This phase
includes follow-up emails and checking online reviews of customers.
Consume decision making is the fundamental thing that works with clients to purchase
explicit items from specific brand that satisfy all necessities and requests adequately. Purchasing

choice is taken subsequent to dissecting all results of market given by different contenders and
select most reasonable one at moderate cost.
P2 Important of map path to purchase and understand consumer decision-making for marketers
Customer’s path to purchase and consumer decision making: It is a significant viewpoint that
is needed for the association to follow all customer decision-making and gain different upper
hands among market. Sainsbury association direct legitimate exploration to recognize clients
purchasing conduct and the cycle of dynamic and every one of these components are
incorporated by the advertisers in the activity plan that control them to give all labour and
products to customer and convince them to take choice in the positive of particular association.
As the customer decision-making process is ever changing. Sainsbury understand the all
aspects and customers requirements of customers as customers are more comparing, consuming,
recommending in the process of taking effective purchasing decision (Jung, Brown and Zablah,
2017). There are various platforms such as social media channels and other reviews sites that
impacts on the decision-making of customers. Sainsbury initiated to create the customer journey
mapping and plan a path in order to understand customers behaviour effectively. The respective
map contains various information regarding customer’s experiences and evaluate the customer
behaviour towards the brand.
It is extremely fundamental thing for the markers to set up the viable activity plan or guide to
comprehend the customer conduct and their dynamic interaction that influence business in
different way. As clients plays crucial in the accomplishment of an association it turns out to be
more critical to perceive all needs and requests of customers adequately. Sainsbury association
lead appropriate exploration to distinguish clients purchasing conduct and the interaction of
dynamic and every one of these components are incorporated by the advertisers in the activity
plan that control them to give all labour and products to clients and convince them to take choice
in the ideal of particular association. There are different components that influence the dynamic
interaction of client and other separate gatherings (Lu, Wu, and Hsiao, 2019). Importance of
mapping path and customers purchase journey to understand their buying decision-making are
described below:
 It facilitates organisational marketers to create tailored experiences that helps in
measuring marketing campaign effectiveness. Sainsbury creates effective customers path
from various collected data in order to understand customer behaviour effectively.

 It is important for attracting potential customers towards purchasing organisational
product and services through spreading awareness from effective campaigns. Effective
mapping facilitates the marketers to evaluate and understand the every stage of customer
decision-making.
 Effective mapping created long-term relationship with potential customers as Sainsbury
collect information about customers regarding their behaviour, perception and
demographical information.
 It facilitates Sainsbury marketers to build effective business plan. Quality customer
journey mapping helps Sainsbury to identify various customers touchpoints in order to
attaining the customer-centric goals and objectives (Nilssen, Bick, and Abratt, 2019).
 Effective mapping of customer path is important to identify gap in organisational
objectives that facilitates the employees to work in efficient manner in order to improv
overall organisational performance.
 It helps in understanding the purchasing stage and make the advertisers to put more
consideration on that stage. By utilizing potential customer experiences in the
distinguishing proof of the spaces that require high consideration, planning helps the
association in addressing the need of clients
TASK2
P3 Differences of the decision-making process of B2C and B2B
B2B and B2C business various marketing approaches are used by the to enhance business selling
in effective manner. As the concept of B2B is stand for the business to business that contains
different commercial transactions between to business organisations (O'Dwyer, and Gilmore,
2018). On the other hand, business to consumer contains the commercial transaction between
business and customers in which organisation sales their products and services direct to end user
or consumers.
As the customer is very sophisticated about the products and services as well as want to
purchased organisation specific product and service in order to keep business more competitive
and in profitable condition. In the context of B2C customers, they analyse all current market
trends and various competitive products before taking buying decision. Trust is the important
factor that plays important role for customers in retailing and online business. Some times

customers do not trust on online business to purchase products. Now these days, online
businesses build effective relation, loyalty and trust with potential customers.
In B2B concept, business focus on customer’s decision-making process and provide
better quality products and services in order to satisfy customers efficiently. B2B customer
services are very important and plays important role in customer decision-making process
(Prentice, Wang and Lin, 2018). As ineffective customer services waste all marketing efforts of
organisation. In this concept business contracts with other business than the final product and
services is delivered to customers.
Basis B2B B2C
Targeted consumers In B2B the focused-on
purchasers that are the piece of
the other undertaking divisions
to get build with targets.
In B2C the clients and focused
on changed their crowd to
realize how to get manage the
way sections in the association
Philosophy Vs emotional state As it will be totally identified
with the critical terms of the
advertisers that are to be get
associated with the different
division field of market
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.
P4 Market research and methods of research used in understanding the decision-making process
marketing research is characterized as efficient interaction to gather and examine different
subjective just as quantitative data and information that are identified with marketing exercises
and item and administrations. It is essentially identified with the way toward inspecting the
plausibility of individual item and administrations in the specific commercial centre and gather
information from clients straightforwardly through leading examination. In the statistical
surveying Sainsbury associations select a particular objective market and assemble data and take
promoting choices in like manner (Russo and Confente, 2017). Statistical surveying assists

separate association with distinguishing all objective market and data of customer needs, request
and inclinations just as support in the serious market climate. Different strategies for showcasing
research used by the Sainsbury conducting meeting, study and gathering centre. A few times mix
of these strategies are carried out by the association to think pretty much all market patterns and
customers data that work with to exploit then their rivals. There are various marketing research
and methods are used by the B2B and B2C business concept that provide various customers and
marketing information and current trends.
In Business-to-business concept common market research approaches are adopted. There are two
methods of research approaches and methods are qualitative and quantitative as well as
ethnographic approach that depends on business that which types of information it wants to
gather about their potential customer. As the B2B marketing research is quite complex and
complicated so, there are various approaches are applied to gather most reliable and suitable
information. Tele-depth research approaches is the most famous method of qualitative research
which is mostly used in business-to-business. Most of the marketing activities and other
transactions are done by the phones. Tele-depth interview is the most suitable and appropriate
research approach than face-to-face interview which provides in-depth as well as top-notch
information to the business (Touni, 2020). As business have number of competitors which are
scattered on various geographical locations.
In the concept of Business-to-business, the sample size of audience is larger than the B2B
so, this research is more suitable and reliable comparatively. The research of B2C is customer-
centric on the other hand, the research of B2B is business centric. It is related to the gathering
customer information and understand the perspective of potential customers in the process of
taking effective purchasing decision of products and services. B2B marketing research focuses
on building and maintaining relationship with customer and enhance the loyal customer base. In
this concept various approaches such as providing incentives, cask rewards, gifts and coupons
are included that facilitates the business to enhance customer base effectively.
TASK3
P5 How marketers can influence the different stages of the decision-making process
Customers apply the pre-defined decision-making process in order to making purchasing
products and services. This way includes a few shared traits across associations and target

audience, yet it is fundamentally important to identify the particular purchasing process.
Effective decision-making process is essential for development and growth business. In this part,
how marketers impact on decision-making process of customer has been assessed effectively.
There are various tools and techniques that are used by the marketers impacts the consumer
decision-making in B2C. Identifying the effective and potential targeted audience can help in
affecting buyer behaviour. For that reason, marketer of Sainsbury utilizes both subjective and
quantitative market section techniques in effective manner (Vives, Jacob, and Payeras, 2018).
These techniques facilitate to evaluating the components, like geographic, segment, age, area,
and many more. They break down the conduct and psychographic impacts. Respective
organisation attempts to develop effective associations with customers dependent on various
factors such as experience, information, perception as well as utilization. It help Sainsbury to
improve brand image and loyalty.
Apart from this, organizations are utilizing niche marketing to enhance market share. It permits
the business to implement advertising technique as opposed enhancing the investment the overall
market. It is related to examining the buyer behaviour effectively to provide organisational
products in under-served market. There are various techniques by which are used by the
marketers of Sainsbury that impact on customer decision-making process in B2B. The changing
business environment influencing decisions of organisations as well as customers effectively. In
current competitive business environment online and offline business modes are used to conduct
business activities and functions (Wong, Cohen, and Levi, 2017). The vender's behaviour is
improved over a specific time period. Business providing various options to customers such as
option of return and replace the orders. Beside that, home delivery services facilitate business to
influence the decision-making and customer’s behaviour. Moreover, there are various innovative
changes that help business to ensure growth and development (Zhang, 2019). Utilization of
advance innovation and technological factors in the creation of labour and products has
prompted higher proficiency and market in development.
CONCLUSION
As per above report, it can be concluded that Customer behaviour and insights plays
important role in the success and growth of organisation. There are various customer decision-
making that facilitates them to take effective purchasing, it as well as helps organisation to
understand their purchasing behaviour. In the B2B and B2C qualitative and quantitative

marketing research approaches. Business mapping customer effective path and action plan that
are related to the enhance customer satisfaction.

REFERENCES
Books and Journals