Aim of Unit 37 Consumer behavior and insight
Unit 37 Consumer Behavior and Insight is mainly focused upon the decision making processes. The decision making process could enhance understanding about the decision of consumers. Decision making process focuses upon various theories, frameworks and models to describe itself. Decision making is basically related to the planning and controlling various functions of a manager. An organization performs various roles and thus it is important to specifically choose correct models for appropriate decision making. The entire process is carried out by a manager and employees of an organization. In order to understand marketing it is very important to understand the decision making process of a consumer. This thought process would applied in both business to business and business to consumer rule.
LO1Demonstrate the ability to map a path to purchase in a given category including the decision-making process.
LO2 Evaluate appropriate forms of research to understand influences on the decision-making process (B2C and B2B)
LO3Evaluate how marketers influence the different stages of the decision-making process (B2C and B2B)
Demonstrate the ability to map a path to purchase in a given category including the decision-making process.
Decision making process of a consumer could be understood and elaborated by using various models and frameworks. There are five process which could help in better understanding of a decision making process. Along with this mapping could be done upon the consumer to understand the purchasing process sufficiently. In addition to this certain solutions and views upon purchasing of a customer could also be made. Lastly the factors which influence the decision-making process enhances the ability to understand the purchasing power. Some of such factors include elements of marketing mix, emergence of new technologies, different stages of buying.
Evaluate appropriate forms of research to understand influences on the decision-making process (B2C and B2B)
In order to evaluate different forms of research for understanding decision making process different stages for research could be taken into account. The difference between business to business and business to consumer differs on the basis of skill sets, sample sizes, research methodology. This could also be understood by using other principles and interviews. Influences on decision making could be defined by certain factors like motivations, attitudes, personalities and various consumer perception aspects
Evaluate how marketers influence the different stages of the decision-making process (B2C and B2B)
Consumers could be understood by their behavioral pattern. There cultures and subcultures influence the decision making upon purchases. In addition to that approach of a consumer could also be traced from their buying patterns. Such patterns could be understood more clearly by following the leaders who have given opinions upon purchasing power. Recently with the up-gradation of technology a digital research development have also been created to understand the purchasing power. It completely depends upon the understanding power of an organization which leads to get success in influencing the decision-making power of buyers.
Learning outcomes (make it H3)
|LO1Demonstratetheabilitytomap a path to purchase in a given category,including the decision-making process||LO1, LO2 and LO3 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.|
|P1Explainandanalysethestagesoftheconsumerdecision-making journey for a given product/service. |
P2 Explain why it is important for marketers to map a path to purchase and understand consumer decision-making.
|M1Evaluatehowmarketersarerespondingtothedecision-making process, applying relevant concepts and models.|
|LO2Evaluate appropriate forms of research to understand influences on the decision-making process (B2CandB2B)|
|P3Compareandcontrastthekeydifferencesofthedecision-making process in the context of B2C and B2B, providing specific examples. P4Evaluate the different approaches to market research and methods of research used for understanding the decision-makingprocessinbothB2CandB2Bcontexts.||M2 Provide a coherent and justified evaluation of how different factors influence decision-making and buying behavior, supported by specific examples.|
|LO3Evaluate howmarketers influencethe differentstagesofthedecision-makingprocess(B2CandB2B)|
|P5Evaluatehowmarketerscaninfluencethedifferentstagesofthedecision-making process of B2C and B2B,giving specific examples.||M3Criticallyevaluatehowmarketersinfluenceeachstage of the decision-making process with reference to relevant methods and models applied.|
This unit links to the following related units:
Unit2: Marketing Essentials
Unit22: Product and Service Development
Unit38: Customer Value Management
Unit4: Brand Management