Compare the similarities and differences of the decision-making process (purchase

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

1. Compare the similarities and differences of the decision-making process (purchase

decision-making) of B2C and B2B, with reference to the chosen organisation.

1. Evaluate the different market research methods that could be applied to a B2C and a B2B context. Use examples relevant to a chosen organisation.
2. 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

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. Students will not be penalised for exceeding this count.