Analyzing Consumer Behavior and Marketing Strategies at Tesco

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Consumer Behaviors and Insight

INTRODUCTION
Consumer behavior refers to the action of an individual at the time of selecting, purchasing,
using goods and services in order to fulfill their own need (Smith, 2019). In this assignment, the
understanding of the decision-making process of consumers will be discussed. The
demonstration of abilities to map a path to purchase including the decision-making process will
be done. The analysis of the decision-making process of the consumer will also be done. The
models and concepts will also be used in order to evaluate the process of decision making so
that the response of marketers could be analyzed. The key differences in the decision-making
process in the context of B2C and B2B will be compared. The evaluation of different approaches
and methods of the market research will also be done in order to understand the process of
decision-making. The factors will be determined which are influencing the buying-behavior of
an individual and their decision-making process. In the end, the evaluation of various stages of
the decision-making process will be done which are being influenced by marketers.
LO1 DEMONSTRATE THE ABILITY TO MAP A PATH TO PURCHASE IN A
GIVEN CATEGORY, INCLUDING THE DECISION-MAKING PROCESS
P1 EXPLAIN AND ANALYZE THE STAGES OF THE CONSUMER DECISION MAKING
JOURNEY FOR GIVEN PRODUCT AND SERVICE.
Consumer Decision making: the consumer decision making is a process of going through various
stages of taking the decision before, after and during purchasing the product and service. This
decision-making process involves the problem analysis, problem solution, evaluation of
alternatives, select one option among them and finally evaluation of outcomes. The main
motive of consumers to take the decision is to reach their objectives of purchasing the product
and the service. Basically, this decision-making process has 5 stages that involve the problem
and need recognition, information search, evaluation of alternatives, purchase and post-

purchase behavior. These steps also help marketers to understand the buying behavior of
consumers and they communicate with the buyers accordingly (Hamilton et al., 2019).
Tesco is one of the retail companies and offers multiple varieties of groceries and general
merchandise to the customers, the marketers play an important role here in order to
understand the behavior of consumers. They follow the five steps of decision making very
carefully in order to gain the consumers' trust by providing the best quality of product and
services to them.
Need Recognition: the first stage of the decision making is need recognition in which a buyer
expect something from the company which can fulfill the consumer's need. Marketers find out
the consumer's preferred and present status in order to analyze the actual desire of the
consumers so that the product could be produced accordingly. The consumers are very focused
on healthy eating and they expect healthy and hygienic food from Tesco company. Therefore,
Tesco always tries to produce the food as per the customer demands and the needs and desires
of the consumers are found out by marketers of the company. Thesco not only produces food
but also diversified products in several areas such as clothing, books, furniture, electronics,
software, financial services, toys, petrol, internet, and telecom services. The telco company
analyzed the demand and need of the customers and then started selling such products and
services to their consumers (Marin, 2015).
Information search: the consumer's buying behavior is inconstant and keeps on changing and
hence the information related to consumer behavior is also very essential for better result. The
results must be in the consumer's satisfying behavior. In order to make effective decisions,
need recognition is not enough. The consumer is required to research the information related
to the product that they are going to purchase from the company. And the marketers are
required to collect information about the consumer's behavior. The consumers can collect the
information of products from various sources such as commercial sources (promotional
campaigns, advertisement, sales and packaging of particular products), personal sources, public
sources (magazines, newspaper, and radio) and experimental sources that involves own
experiences with a particular product. The information related to consumer behavior could also
be collected by a marketer from the recommendations and feedback provided by consumers.

Consumers avoid the risk and focus on preparing a list of the products that they want to
purchase so that they do not feel regretful on their purchasing product decision (Block et al.,
2016).
Evaluation of alternatives: another step of the decision-making process involves the evaluation
of alternatives where the various options are available to buy a product along with product
lifecycle. Consumers determine the alternatives in order to find the required product that can
satisfy their needs and they will choose the best available option to consume. The
determination of options is based on price, quality and many other factors.
Purchase decision: After evaluation of alternatives, now the important step is to take the
decision of buying a product. Now the customer is aware of all the facts of the product and
ready to pay for the product. The purchase decision involves personal experiences, influential
factors that affect consumer behavior also.
Post-Purchase behavior: This is the final stage when the final behavior of the consumer could
be analyzed after using the product. This is the stage when the customer's positive and negative
response could be found out and consumers realize that the product is useful or not (Marin,
2015).
P2 IMPORTANT FOR MARKETERS TO MAP A PATH TO PURCHASE AND
UNDERSTAND CONSUMER DECISION MAKING
Mapping a path is the traditional method of satisfying consumers for their purchases.
Nowadays mapping a path with the help of the internet and e-commerce have become quite
easy. In the era of advancement people still, believe in the traditional method to make a
decision to purchase a product. They believe in taking an experience that involves product
awareness, evaluation, consideration, conversion, etc. marketers of the Tesco company are
quite focused on providing the products and services as per the customer's demand and their
needs. Marketers of Tesco company uses various formats in order to map the journey of
decision making of consumers. The marketers of Tesco company analyze the buying behavior of
consumers, previous experiences, their avocation and bond with the company. This helps
marketers to understand and analyze their behavior properly. After performing all the activities
to analyze consumer behavior the loop gets close with loyalty between company and

consumer. The marketers are also required to evaluate the predictable duration of the journey
of the customers. Customers can read online reviews and can also prefer search engines in
order to make themselves more aware of the brands and products (Maniatis, 2016). The
traditional path to purchase product triggers and influence an individual to take the product
and company research into consideration for gathering information. It also converses the
customers from where and when the product should be bought and ultimately the evaluation is
being done by getting the feedback and analyzing the customer's experience with the products
and services.
M1 EVALUATING HOW MARKETERS ARE RESPONDING TO THE DECISION-
MAKING PROCESS, APPLYING RELEVANT CONCEPTS AND MODELS
Tesco is one of the most reputed companies in the UK and most of the large organizations
mandatorily perform certain activities to analyze the purchase decision making with the help of
mapping a path. This task has become very essential for a large and reputed organization in
order to maintain the reputation of the company as well as to keep the company on top among
all organizations.
There are four views of consumer decision-making such as economic, passive, emotional and
cognitive. The consumers' decision making from an economic point of view is that the
consumers are still not aware of the perfect competition over the world and hence they lack
sometimes in gathering information related to the economy. The consumers are required to
gain knowledge about the cost, quantity and marginal utility of the product before making a
buying decision. Another is the passive view in which the consumers are dependent upon the
irrational and impulsive promotions. The customers are required to analyze the real facts from
the promotional facts in order to make effective decisions (Ramanathan et al., 2017). The
cognitive view is all about to take the decision to solve certain problems so that risks could be
avoided and the last is emotional view where the customers get influenced by emotional
attention. Tesco company values its customers and this also involves the emotions. therefore,
the consumers of Tesco company are quite attached and preferred Tesco itself for buying their
staffs.

The influence of heuristic in decision making: The heuristic market targets the specific market
to attract customers by using efficient and simple mental shortcuts. Customer faces many
purchasing issues and many times they take wrong decisions and later they feel regretful. The
heuristic approach is the best approach to solving buying issues. This is also true that, in this
approach the informations are always insufficient but the decision is taken on the basis of
common sense. Every person has a different thought process towards a product that is to be
purchased. But this is also mandatory to make a decision on time and heuristic approach helps
the consumers to make faster decisions. This approach involves intuition, hunches, and
heuristics (Blumenthal-Barby and Krieger, 2015).
The response of Marketers: These Days the behavior of customers constantly change as per the
trend and their needs. This becomes difficult for marketers to analyze the consumers' buying
behavior sometimes. Their constant changing behavior creates barriers to achieve marketing
goals. They feel helpless sometimes in order to understand the consumers' behavior. As per
these marketing situations, the company is required to make some new strategies where the
marketers can achieve their sales target. The marketers are also looking for certain changes in
the marketing system by which they can implement their marketing activities and can analyze
the response of consumers. Overall, marketers want more effective and efficient strategies to
deal with appropriate changes in consumer's buying behavior.
The marketers of Tesco company can use the strategic tools of marketing mix involving all
internal and external aspects like activities to promote the product and price strategies and so
on. This will help the company to grow and appropriate strategies will help marketers to
understand the behavior of consumers (Felgate and Fearne, 2015). The generation is very
advanced and this is a plus point for the company that they can make effective strategies with
the help of social sites, and e-commerce websites on the internet.they can easily find out a way
to influence the buying behavior of consumers by analyzing consumers' interest, competitors'
market position and highest sales of companies.

REFERENCES
Smith, A., 2019. Consumer Behaviour and Analytics.
Hamilton, R., Thompson, D., Bone, S., Chaplin, L.N., Griskevicius, V., Goldsmith, K., Hill, R., John,
D.R., Mittal, C., O’Guinn, T. and Piff, P., 2019. The effects of scarcity on consumer decision
journeys. Journal of the Academy of Marketing Science, 47(3), pp.532-550.
Marin, D., 2015. Research Regarding the Purchase Decision Process of Consumer of Food
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Block, L.G., Keller, P.A., Vallen, B., Williamson, S., Birau, M.M., Grinstein, A., Haws, K.L., LaBarge,
M.C., Lamberton, C., Moore, E.S. and Moscato, E.M., 2016. The squander sequence:
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Maniatis, P., 2016. Investigating factors influencing consumer decision-making while choosing
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Blumenthal-Barby, J.S. and Krieger, H., 2015. Cognitive biases and heuristics in medical decision
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Felgate, M. and Fearne, A., 2015. Analyzing the impact of supermarket promotions: a case
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