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1. Evaluate (with a rationale of the selected product/service) the five different stages of the consumer’s decision-making process and analyse the factors that influence that process. Use a B2C context.

Consumer Behaviour and Insight

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/ser vice.

 

 

 

M1 Evaluate how marketers are responding to the decisionmaking 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.

Report with cover page, table of contents, adequate sections on each topic, reference list and appendices (if necessary)

 

 

P2 Explain why it is important for marketers to map a path to purchase and understand consumer decision

making.

 

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 decisionmaking process in the context of B2C and B2B, providing specific examples.

 

P4 Evaluate the different approaches to market research and methods of research used for understanding the decisionmaking process in both B2C and B2B contexts.

M2 Provide a coherent and justified evaluation of how different factors influence decisionmaking and buying behaviour, supported by specific examples.

 

Report with cover page, table of contents, adequate sections on each topic, reference list and appendices (if necessary)

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

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

M3 Critically evaluate how marketer s influence each stage of the decision making process with reference to relevant methods and models applied

 

Report with cover page, table of contents, adequate sections on each topic, reference list and appendices (if necessary)

Scenario 1

You have been appointed as the new marketing associate for a company of your choice. The marketing manager is in the process of compiling an annual marketing report for the London strategic business unit and needs you to provide an informative overview of the trends in consumer behaviour for your target market in the consumer sector.

Task 1

The report will have to be based on one chosen organisation only. The organisation should trade in both B2C and B2B sectors.

The report must have three sections:

Section 1: Map of ‘Path to Purchase’ of the product/service

1. Evaluate (with a rationale of the selected product/service) the five different stages of the consumer’s decision-making process and analyse the factors that influence that process. Use a B2C context.

2. Evaluate the black box model of consumer behaviour. Explain how it influences marketing decisions.

3. Map out the consumer’s decision-making process for one product or service. Use B2C context for a chosen organisation.

Section 2: Research and Data in Consumer Behaviour

 4. Compare the similarities and differences of the decision-making process (purchase decision-making) of B2C and B2B, with reference to the chosen organisation.

5. Evaluate the different market research methods that could be applied to a B2C and a B2B context. Use examples relevant to a chosen organisation.

6. Justify how market research can influence the stages of customer/consumer’s decisionmaking process, supported by examples. You can use both B2C and B2B contexts. Use relevant to a chosen organisation examples.

Section 3: Influence on the decision-making process

7. Evaluate a minimum of 2 factors that influence the decision-making process (you must include two of the following: personality, motivation, learning and perception, cultures and sub-cultures, using the appropriate theoretical models). Illustrate your evaluation using specific examples of promotional activities of your chosen company.

This provides evidence for ALL LEARNING OUTCOMES Word count: 2000-2500 words.

Task 1: BUSINESS REPORT

This should be written in a concise, formal business style using single spacing and font size 12. You are required to make use of headings, paragraphs, subsections and illustrations as appropriate and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system.

 


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