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Qualification - Higher National Diploma in Business

Unit Name - Consumer Behaviour and Insight

Unit code - J/508/0596

Unit Number - Unit 37

Unit Level - Level 5

Unit Credit - 15

Assignment - Consumer Behaviour Report

Learning Outcome 1: Demonstrate the ability to map a path to purchase in a given category, including the decision -making process.
Learning Outcome 2: Evaluate appropriate forms of research to understand influences on the decision -making process (B2C and B2B)
Learning Outcome 3: Evaluate how marketers influence the different stages of the decision -making process (B2C and B2B)

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Assignment Brief

You must focus on understanding consumer behavior relating to a particular product or service of your chosen company or brand. For example, you may want to consider some of the following questions: What are the pre -purchase, purchase, or post -purchase processes for c onsumers? What are the most relevant external influences on these processes? What can the companies learn from these processes and how can they influence them? How should the companies change their marketing strategies to improve image and product positioning, the acquisition process for consu mers, to enhance consumer experience with the product, and influence consumer satisfaction and loyalty?

This will be presented as a report to the CEO and should include the following:

1. Explain and analyse the stages of the consumer decision -making journey for your chosen product/service.

2. Explain why it is important for marketers to map a path to purchase.

3. Evaluate how marketers of your organisation are responding to the decision -making process, applying relevant concepts and models.

4. Compare and contrast the key differences of the contexts of B2C and B2B, by specific examples.

5. Evaluate the different approa ches to market research and methods of research used for understanding the decision making process in both B2C and B2B.

6. Evaluation of how different factors influence decision -making and buying behaviour by specific examples.
Evaluate how marketers can influence the different stages of the decision -making process of B2C and B2B by specific examples.

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Essential Content

LO1 Demonstrate the ability to map a path to purchase in a given category, including the decision-making process

Introduction to consumer decision-making:
Model of consumer decision-making. The five stage process
The value of mapping a path to purchase: the consumer decision journey from pre-purchase, purchase, receive and post-purchase.
Levels of consumer decision-making - extensive problem-solving, limited problem-solving and routine response behaviour.
Four views of consumer decision-making: economic, passive, emotional and cognitive.

Factors that influence decision-making:
The influence of heuristics on decision-making
The influence of elements of the marketing mix on decision-making.
The influence of new technologies (e.g. e-tailing, online transactions and purchasing, eBay and the rise of C2C purchasing).
Model for organisational decision-making. Different buying stages.

LO2 Evaluate appropriate forms of research to understand influences on the decision-making process (B2C and B2B)

Researching different stages of the decision-making process:
The differences between B2C and B2B decision-making processes.
How does market research differ between B2B and B2C? This covers skills sets, research methodology, sample sizes, the importance of tele-depth interviews and applying the Pareto principle.

Influences on the decision-making process:
Personality, self and motivation.
Measures of consumer learning: recognition and recall, attitudinal and behavioural.
Understanding aspects of consumer perception: dynamics, imagery and risk.

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LO3 Evaluate how marketers influence the different stages of the decision- making process (B2C and B2B)

Approaches to consumer learning: behavioural and cognitive: Influence of culture and sub-culture on consumer behaviour. Patterns of buyer behaviour.
Role of opinion leaders in influencing purchasing decisions.
How organisations use an understanding of buyer behaviour to influence the decision-making process within both a B2C and B2B context.

The use of digital audience research developments to understand and influence consumer behaviour.

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Learning Outcomes and Assessment Criteria:

Learning Outcome

Pass

Merit

Distinction

LO1 Demonstrate the ability to map a path to purchase in a given category, including the decision -making process

P1 Explain and analyse the stages of the consumer decision -

making journey for a given product/service.

 

P2 Explain why it is important for markete rs to map a path to

purchase and

understand consumer decision -making

M1 Evaluate how marketers are responding to the

decision -making process, applying relevant

concepts and models.

LO1, 2 & 3

D1 Critically evaluate the application of

appropriate theories, concepts and models that influence and impact upon the

decision -making process, supported by specific examples and contexts.

LO2 Evaluate

appropriate forms of research to understand influences on the

decision -making process (B2C and B2B)

P3 Compare and contrast the key differences of the

decision -making process in the context of B2C and B2B, providing

specific examples.

M2 Provide a coherent and justified evaluation of how different factors influence decision - making and buying

behaviour, supported by specific examples.

 

 

P4 Evaluate the different approa ches to market research and methods of research used for understanding the

decision -making process

in both B2C and B2B contexts.

 

 

LO3 Evaluate how marketers influence the different stages of the

decision -making process (B2C and B2B)

P5 Evaluate how marketers c an influence the different stages of the decision -making process of B2C and B2B, giving specific examples.

M3 Critic ally evaluate how marketers influence each stage of the

decision -making process with reference to relevant methods and

models applied.

 

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