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The customer decision-creation technique usually includes five fundamental stages. This is the interaction by which buyers assess pursuing a buying choice. The 5 stages are issue acknowledgment, data search, options assessment, buy choice, and post-buy assessment. Thus it can be clear from this that one of the main notions behind conducting this study is to focus on the various notions related to the consumer decision-making process for the selected company L’Oreal and the product segment that has been selected will be its shampoo range. The study will help in becoming familiar with the supporting hypotheses and structures connected with the L’Oreal purchaser purchasing conduct both pre and post-purchase
This report will mark the consumer behavior journey toward the Loreal shampoo range. This portion of the report will attempt to understand the consumer deciding on the product, understand the decision-making processes regarding the product, marketeers' response to decision-making processes, and finally, relevant theories and models that can be applied to the decision-making model.
The consumer decision-making process of a product is generally divided into five distinct parts that include the following steps:
What is interesting is that each aspect gets shorter as it moves forward. This means that the number of consumers who reach the endpoint of the customer journey mapping process which is loyalty is way less in comparison to the ones who reach the endpoint which is loyalty (Trudel 2019). In a diagrammatic representation, the customer journey mapping process can be presented in the following way:
Awareness |
Familiarity |
Consideration |
Purchase |
Loyalty |
The diagrammatic representation of the customer journey of Loreal clearly shows the vast differences between the first and last aspects of the process. It will be unfair to say that it is one uniform swift process because many consumers stop at consideration and then turn towards other products for the evaluation process. This can be attributed to many reasons; it can be the price point or the quality of the product. Some people move away post the purchase process as well, the major reason for this is generally that the product did not suit them or they have come across a better substitute as a whole. What is concerning for the firm is despite being such an old and renowned brand in the personal care industry, the gap between the first and last aspects of the product ceases to decrease(Islaam et al., 20210.
In layman's terms understanding the process of consumer decision-making is important so that they can be guided to make better decisions regarding their choices in the future. Understanding the basic psychology behind consumer behavior can help a firm to create a more effective marketing pattern that will be more appealing to the target audience. This has a range of steps. Firstly, the identification of the target market is important, as understanding what appeals to them and what factors drive their choices. Moving on, the second step is gathering consumer insights regarding the product, this can only happen with the help of the existing customers, the contribution of potential consumers towards this action is very limited, finally comes the procedure of using this research and information to the best of potential that is possible for a firm. This has a range of benefits:
The response of marketers varies according to the targeted customers. In other words, the target market mostly influences the decision of the marketeers. This can be easily explained with the help of Mende low's Matrix framework which is used by most marketers to determine the power or focus groups of the firm:
Mendelow’s Matrix
There are four parts of the matrix where each box represents a focus group:
There are mainly two theories that impact the decision-making process of the consumer:
In a real-life situation, a person switching products would take the normative decision theory while when they wish to retain their brand loyalty despite visible issues, they would go for the optimal decision theory.
B2B and B2C have their advantages and disadvantages along with their influences on the firm that apply them to their business. This section of the report attempts to focus on the aspects of B2B and B2C business.
B2B |
B2C |
The decision-making process in a B2B business is generally very long. This process includes a range of minor decisions that lead to a major decision as B2B decision-making is mostly seen as a business deal. Example: A company that is purchasing from a third party. |
The decision-making process in a B2C business is usually very short as it needs to happen at a faster pace and the decisions are not that intense in the decree. Example alteration of the price of a product. |
B2B business decisions take place more logically and in a very calculated manner. |
B2C decision-making is more emotionally drafted.
|
B2B focuses on making personal relationships |
B2C is more focused on transactional relationships (Dangi et al., 2020). |
B2B |
B2C |
B2B market research is more business-oriented, which means that they use the financial and performance records of other firms as their materials for research. |
B2B market research is more consumer-oriented; they focus on the aspect of the needs and requirements of the customers through surveys and customer feedback. |
B2B market research is more qualitative in nature |
B2C market research is more quantitative |
B2B research relies more on the theoretical aspect. |
B2C relies on the practical aspect or needs and wants of the customers more definitively. |
The decision-making and buying behavior of customers is something that has been evaluated for a long time by different marketers to provide their firms with distinctive benefits. Different behaviors affect these aspects of consumer behavior. It is important to understand that these two behaviors are interconnected with one another, in other words, the decision-making process of the consumer leads to the decision of the buying behavior of the same. However, interestingly, the factors that influence consumer decision-making are the very same ones that influence buying behavior in a person. The factors that impact both phenomena are mentioned:
As it has been abundantly proven so far in this report that a decision-making process has various stages and marketers wish to influence each of these stages for an organic and preferred outcome. The influencing strategies are the main areas of discussion in this section.
Steps of decision making |
B2B |
B2C |
Identification of the decision |
Portraying it as a new challenge or opportunity. |
Requirement for a new campaign |
Gathering information |
Allowing only positive information to circulate in the market |
Building explanation of negative reviews. |
Identification of alternatives |
Building up its portfolio to look like the most desired one from the lot. |
Extensive campaigning for the product. |
Analyze evidence |
Maintain the portfolio |
Continuation of marketing with more intensity. |
Choosing among alternatives |
Maintain the portfolio |
Maintaining the image of the most wanted and value-giving firm. |
Acting |
Be ready for any questions or queries that might arise. |
Be ready for any questions or queries that might arise. |
Reviewing the decision |
Maintaining its brand portfolio for maximum business benefit. |
Maintaining its brand portfolio, customer engagement, and maximum levels of customer satisfaction for maximum business benefit (Durakovi?, B. and Cosic 2019). |
Conclusion
So, from the overall study it can be concluded that in the case of the L’Oreal shampoo range, consumer decision-making plays a very important role. The success of the product usually depends on the L’Oreal Client which decides both pre and post-purchase use. Also, the use of various theories and consumer mapping has tactfully accomplished that additionally helped in achieving the overall objectives of the entire study.
References
Chukwu, B.A., Kanu, E.C. and Ezeabogu, A.N., 2019. The impact of advertising on consumers' buying behavior. International Journal of Arts and Commerce, 8(1), pp.1-15.
Dangi, N., Gupta, S.K. and Narula, S.A., 2020. Consumer buying behavior and purchase intention of organic food: a conceptual framework. Management of Environmental Quality: An International Journal.
Durakovi?, B. and Cosic, A., 2019. Impact of quality and innovation strategies on business performance of Bosnian B2B and B2C companies. Sustainable Engineering and Innovation, 1(1), pp.24-33.
Islam, M.T., Huda, N., Baumber, A., Shumon, R., Zaman, A., Ali, F., Hossain, R. and Sahajwalla, V., 2021. A global review of consumer behavior towards e-waste and implications for the circular economy. Journal of Cleaner Production, 316, p.128297.
Melnyk, V., Carrillat, F.A. and Melnyk, V., 2022. The influence of social norms on consumer behavior: A meta-analysis. Journal of Marketing, 86(3), pp.98-120.
Mothersbaugh, D.L., Hawkins, D.I., Kleiser, S.B., Mothersbaugh, L.L. and Watson, C.F., 2020. Consumer behavior: Building marketing strategy. New York, NY, USA: McGraw-Hill Education.
Panwar, D., Anand, S., Ali, F. and Singal, K., 2019. Consumer decision-making process models and their applications to market strategy. International Management Review, 15(1), pp.36-44.
Qazzafi, S.H.E.I.K.H., 2019. Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), pp.130-134.
R?klaitis, K. and Pilelien?, L., 2019. Principle differences between B2B and B2C marketing communication processes. Organizacijø Vadyba: Sisteminiai Tyrimai, (81), pp.73-86.
Shim, D., Shin, J. and Kwak, S.Y., 2018. Modeling the consumer decision?making process to identify key drivers and bottlenecks in the adoption of environmentally friendly products. Business Strategy and the Environment, 27(8), pp.1409-1421.
Trudel, R., 2019. Sustainable consumer behavior. Consumer psychology review, 2(1), pp.85-96.
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