Evaluate the five different stages of the consumer’s decision-making process and analyse the factors that influence that process

Assignment Brief

CONSUMER BEHAVIOUR INSIGHT 

Please find below the  requirements:

Scenario

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.

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

1. Compare the similarities and differences of the decision-making process (purchase decision-making) of B2C and B2B, with reference to the chosen organisation.
2. Evaluate the different market research methods that could be applied to a B2C and a B2B context. Use examples relevant to a chosen organisation.
3. Justify how market research can influence the stages of customer/consumer’s decision making 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

1. 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.

Sample Answer

Consumer Behaviour Insight Report for Nike – London Strategic Business Unit

Section 1: Path to Purchase and Consumer Decision-Making Process

Rationale for Selected Product

Nike is a globally recognised brand that specialises in sportswear, footwear, and equipment. For this report, the chosen product is Nike running shoes, a key item in their product range aimed at health-conscious and style-aware consumers in the B2C sector. Nike’s running shoes are positioned as both performance-driven and fashionable, appealing to athletes and casual users alike in urban markets such as London.

Five Stages of the Consumer Decision-Making Process

1. Problem Recognition
   Consumers begin the buying process when they identify a need, such as discomfort with old shoes, a new fitness goal, or the desire for a stylish upgrade. Nike stimulates this stage through targeted marketing campaigns and celebrity endorsements that create aspirational value.

2. Information Search
   Once the need is recognised, consumers gather information through online reviews, social media, Nike’s website, and in-store consultations. Nike invests heavily in digital platforms, offering detailed product specifications, user-generated reviews, and influencer partnerships to guide this search.

3. Evaluation of Alternatives
   Consumers compare Nike with other brands like Adidas, Puma, or New Balance. They evaluate based on price, comfort, style, brand image, and technology (e.g., Nike Air or Flyknit). Nike’s reputation for quality and innovation often gives it an edge in this stage.

4. Purchase Decision
   At this point, the consumer selects Nike and completes the purchase either online or in a retail store. Discounts, loyalty programmes, and user-friendly shopping experiences help Nike secure the decision.

5. Post-Purchase Behaviour
   After buying, consumers assess satisfaction. Nike supports this stage through easy returns, customer support, and follow-up engagement via emails and social media. Positive experiences increase brand loyalty and lead to repeat purchases.

Black Box Model of Consumer Behaviour

The black box model focuses on what happens inside the consumer’s mind, specifically the decision-making process triggered by marketing stimuli (product, price, place, promotion) and external environment (cultural, social, personal). Nike uses this model to understand how consumer psychology, attitudes, and perceptions influence buying decisions. For example, Nike’s “Just Do It” campaign appeals to personal motivation and self-image, while limited-edition releases trigger social influences and urgency. By aligning its marketing strategies with consumer responses, Nike can better predict behaviour and influence purchasing decisions effectively.

Mapping the Consumer Decision Process for Nike Running Shoes

1. Recognition: Need for new running shoes (due to fitness goals or fashion trends).

2. Information: Browsing Nike’s website, reading reviews, viewing influencer content.

3. Evaluation: Comparing Nike’s features and design with rival brands.

4. Purchase: Visiting Nike stores or ordering online; influenced by discounts or exclusive offers.

5. Post-Purchase: Sharing product reviews, social media posts, and brand loyalty.

Section 2: Research and Data in Consumer Behaviour

B2C vs B2B Decision-Making Process

The B2C process (as seen with Nike) is emotional, quick, and influenced by brand image, social media, and peer opinions. In contrast, B2B decisions are rational, lengthy, and involve multiple stakeholders. For instance, Nike’s B2B clients (e.g., sports teams or retailers) evaluate bulk orders based on cost, delivery timelines, and long-term contracts rather than style or personal preference.

B2C decisions are often individual and spontaneous, while B2B decisions are formal and based on business needs. Both, however, follow similar steps: recognising a need, gathering information, evaluating options, making a purchase, and post-purchase evaluation.

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