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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:
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Learning Outcome
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Pass
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Merit
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Distinction
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LO1 Demonstrate the ability to map a path to purchase in a given category, including the decision -making process
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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
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M1 Evaluate how marketers are responding to the
decision -making process, applying relevant
concepts and models.
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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.
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LO2 Evaluate
appropriate forms of research to understand influences on the
decision -making process (B2C and B2B)
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P3 Compare and contrast the key differences of the
decision -making process in the context of B2C and B2B, providing
specific examples.
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M2 Provide a coherent and justified evaluation of how different factors influence decision - making and buying
behaviour, supported by specific examples.
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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.
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LO3 Evaluate how marketers influence the different stages of the
decision -making process (B2C and B2B)
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P5 Evaluate how marketers c an influence the different stages of the decision -making process of B2C and B2B, giving specific examples.
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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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