Unit 37 Consumer Behaviour and Insight Assignment Sample

Consumer Behaviour and Insight Assignment

Introduction - Consumer Behaviour and Insight

The presented report is on behalf of the marketing manager appointed at Huawei who is examining the growing competition in the marketing of mobile phones. The report consists of the description which shows the impact of decision making among the consumer and also the complexities among the behaviour of the consumers. There are five main stages through which the consumer undergoes while deciding to purchase any product or hire any service.

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Stages to the consumer decision-making process

Discussing the marketing of mobile phones at Huawei, it has been examined and analysed that the consumer has a particular decision-making process while purchasing the mobile phone.

These stages are as follows:

Step 1: The recognition of the problem

At this stage, the consumer recognises the need for the purchase of the mobile phone.

Step 2: Search information

In the next step, the consumer collects information regarding the phone he wishes to purchase.

Step 3: Evaluation of the alternatives

In this step, the purchaser compares the phone he wishes to purchase with other alternatives.

Step 4: Decision of purchase

In this step, the consumer makes the actual purchase of the mobile phone.

Step 5: Evaluation of post-purchase

This is the final step where the consumer reflects on the purchase he has made (Panwar, et. al., 2019).

The diagram further depicts the consumer decision-making process.

Importance of consumer decision-making process for the marketers

The aspect of consumer decision-making and consumer behaviour is identified by the marketers and also defined by them at Huawei. The following definition is provided for the consumer behaviour and decision-making process at Huawei by the marketers:

“Consumer behaviour and decision making can be defined as thoughts, feelings along with actions of the consumers and also the factors which influences them and determines their exchanges.”

The most important benefit which marketers could get by understanding the consumer decision-making process of the purchase of mobile phones at Huawei is that they shall be able to easily identify the marketing challenges and opportunities. It also helps the marketers to align with the steps and stages discussed above for the decision-making process which the customers undertake while purchasing mobile phones. This helps in understanding better in the aspect of both B2B and B2C products and services by Huawei (Hamilton, et. al., 2019).The Marketers can better understand the need and demands of the consumer by understanding the consumer decision-making process as the marketers shall be well versed with the searches the consumers are making hence making it clear what exactly the consumers want. This shall also reduce the tasks of the marketers as they shall tend to focus on the exact quality and features of the mobile phones which the consumer is searching for. The marketers can also provide the consumers with recent advancements in the brands and features which shall have a better attraction of the consumers.

The response of marketers in the decision-making process

The major challenge for marketers is to identify which information source is being used by the consumers and which stands most influential amongst the targeted market. The marketers need to identify which is the source of information for example, whether the consumer has used internal sources or group sources or any other marketing sources. The marketers also respond in such a way that they do not tend to lose potential customers. The marketers also while responding to the decision-making of the customers take measures to eliminate the problems such as losing customers, cancellation of purchase and so on. Marketers also take steps to eliminate risks of purchase by giving guarantees and warranties to make the purchase stages as easy as possible.

The marketers also respond positively at Huawei while encouraging the purchases of the customers and also by reducing doubts of the customers and making them convinced that the purchase was sound and useful (Voramontri and 2019).

Factors that influence decision-making

Several factors influence the decision-making process of the customers while purchasing mobile phones. These factors are as follows:

1. The experience from the past:

The experience impacts the decision of the customer in the future. The customers tend to avoid mistakes which have been done in the past for better results.

1. Biases:

These are the thinking patterns which influence the customers for making the purchase. In purchasing mobile phones, the customer shall not merely keep in mind the need for the purchase but shall also make up the mind regarding the features and advancement offered by the mobile company.

1. Commitments:

Many customers are also influenced to purchase as they tend to invest a large amount of time and resources researching for the purchase. But this is irrelevant in the purchase of mobile phones at Huawei as there is no such investment of money or resources done before purchase (Tan and Fabrizi, 2020).

1. Differences in opinions:

This is another factor which influences the purchase of mobile phones among users and consumers as they get influenced by the different opinions given to them by others.

1. Belief in personal relevance:

This factor is above all factors which influence the decision-making process of the consumer. When consumers have the belief that what they have decided matters to them, they tend to make the purchase ignoring all the above factors.

Models that influence decision-making

The models which affect and influence decision-making process are the varying perspective which makes the consumers approach the marketers and also their behaviours towards the marketers. The most influencing models of consumer decision making and consumer behaviour are as follows:

1. Stimulus-Response Model:

• This model is based on four components among which the most important component which affects other components is the characteristics of the buyers and the decision-making process.
• In context to Huawei, this model separates motivators from the determinants which also impacts the communication process that the company uses to communicate with the customers.

1. Sheth-Newman Gross Model of Consumption Values:

• As per this model, there are mainly five values of consumption which affect the decision-making process and the behaviour of the customers (Huynh, 2020).These values are:
  • Functional
  • Conditional
  • Social
  • Epistemic
  • Emotional

1. Solomon Model of Comparison process:

• There are two perspectives of in this model when applied in the Huawei context which is the consumer perspective and the marketer perspective.
• There are differences in various aspects between the consumer and marketer perspective like the difference in pre-purchase issues, purchase issues and post-purchase issues.

1. Nicosia Model:

• In the context of Huawei, this model tends to focus on the relationship between the company and the consumers who are willing to buy mobile phones.
• The company communicates with the consumers through advertising and the consumers respond through purchasing (Iankova, et. al., 2019).

Conclusion and Recommendations

Thus, to conclude it is settled on behalf of the marketing manager that in context to the marketing of mobile phones at Huawei, there are various aspects which need to be examined for the better understanding of the decision-making process and the behaviour of the consumers. It is recommended that the marketers at Huawei focus more on the need of the customers and prioritise their targeted market that is the consumer between 20 to 35 of years of age who are more interested in different features of mobile phones. This shall be a sign for the marketing of the company on a good scale.

Task 2

Report 3 Title- Evaluation of how Marketers influence stages of the decision-making process

Summary

The presented report is an extension of the first report presented on behalf of the marketing manager. This report further evaluates the influences of the marketers at each stage of the decision-making process. It also emphasises what exactly is the role played by the markers at every step of the decision-making process and how they tend to influence the customers to proceed with the purchase of mobile phones in this competitive era. Further, the report outlines the two theories that are consideration and involvement and the application of these theories in the Huawei context in the marketing process. At last, the report highlights the factors which influence the decisions of the customers and primarily focuses on personal factors.

To-                  Line Manager at Huawei, London, England.

From-             Marketing Manager

Subject-          Evaluation of how Marketers influence stages of decision-making processinvolving B2B and B2C for research.

Introduction

The presented report is the third part required by the line manager at Huawei. This report contains a critical evaluation of how the activities of marketers influence each stage of the decision-making process. It also discusses the theories, concepts and models that impacts and influence this process.

Influence and role of marketers on each stage of the decision-making process of B2B and B2C

The role and influence of marketers and their team are more than merely creating brochures and buying print advertisements at Huawei and company. There is the various influential role played by the marketers which impact the B2B and B2C aspect. These roles are as follows:

1. The influence of marketer in customer experience:

Under this area, the role and influence of marketers in B2B can be seen in sales enablement, demand generation and also spreading awareness about the marketing messages and related campaigns.

1. Marketers influence the voice of customers:

Marketers at Huawei are well versed with the knowledge and the demands and needs of the customers. Thus, they are very influential in impacting the saying of the customers. They also tend to influence customers through analysis and message testing.

1. Role of marketers is more than just branding:

Customers tend to rely on social media to understand the brand which they tend to purchase and buy. Thus, the marketers at Huawei play the role of mere advertising the brand. Instead, they focus on the needs and demands of the customers and proceed relatively (Deepak and Jeyakumar, 2019).

Apart from the above-mentioned influences and roles, the marketers at Huawei also influence each stage of the decision-making process of the customers. As discussed in the previous report, there are five steps which take place in the decision-making process of the customers. The role and influence of marketers can be seen at each stage as follows:

Critical evaluation of theories and models that influence the decision-making process at Huawei

The first theory that is being applied at Huawei by the marketers which influence the decision-making process is the theory of “consideration.” Under this theory, the customers form subdivisions of brands from which there is an application of decision-making strategies and steps. This theory has proved to be effective in its application in the Huawei context as this theory tend to focus on the categorisation of the brands on which the customers rely for their purchase. Also, this theory has proven to help prioritise the needs of the customers as it eliminates unnecessary information which is irrelevant for the customers.

Another theory which is applied to the Huawei context for the marketing of the mobile phone is the theory of “involvement.” But it is important to note as compared to other products which are relatively small, the amount of decision-making is higher and greater while purchasing a new mobile phone. It is also analysed in the context of Huawei that the degree of involvement is not a function of price, but this theory is more related to the impact on the quality of life of the customers.

There are various other factors which influence the decision-making process in B2B and B2C in the Huawei which impacts the purchases of mobile phone and its related marketing (Hall, 2019).

The below image depicts the various factors which influence the purchase of mobile phone in B2B and B2C aspects at Huawei.

The factors lined up in the above image is:

• Situational factors: This factor comprises of offerings by the marketers and also the task of buying. It also includes the level of customer involvement which in return makes the applicability of the theory of involvement possible at Huawei.
• Personal factors: These factors are the characteristics of the individual which includes the age, economic status, life stages and also the personality of the customers. This is one of the most important aspects which influences the purchase of mobile phone at Huawei.
• Psychological factors: These factors lead to the motivation of the customers, their learning and knowledge about the mobile phone and also their attitudes and beliefs which is influenced by external opinion.
• Social factors: These factors include the influence of culture, family, social class and also reference groups (Kanagal, 2016).

On critically analysing the role of these factors in the sales of mobile phone at Huawei, it has been observed that among all the above-mentioned factors, personal factors are the most influenced factors which tend the customer to proceed with the purchase of the mobile phones. These factors play a major role in impacting the customers to buy the phone depending on their age, personality and economic status.

Conclusion

Thus, it is concluded on behalf of the marketing manager that the presented report is a critical evaluation of the factors and theories which are applied at the sales and marketing of mobile phones at Huawei. Due to the growth in the competition in the technological industry, there is need for the company to innovate new ideas of marketing and it is also important to apply modern theories of marketing instead of traditional theories to better understand the need and demands of the customers for this product.

References

Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management.Education Publishing.

Hall, H., 2019. An Application of Qualitative Marketing Studies in the Identification of the Consumer Decision-Making Process. Effects and Benefits. Bart?omiej Balawejder, Robert Dankiewicz, Anna Ostrowska-Dankiewicz, p.61.

Hamilton, R., Thompson, D., Bone, S., Chaplin, L.N., Griskevicius, V., Goldsmith, K., Hill, R., John, D.R., Mittal, C., O’Guinn, T. and Piff, P., 2019. The effects of scarcity on consumer decision journeys. Journal of the Academy of Marketing Science, 47(3), pp.532-550.

Hollebeek, L.D. and Macky, K., 2019. Digital content marketing's role in fostering consumer engagement, trust, and value: framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, pp.27-41.

Huynh, V., 2020.The Role of Social Media Influencers in the Consumer Decision-making Process.

Iankova, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A., 2019.A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, pp.169-179.

Kanagal, N.B., 2016. An Extended Model of Behavioural Process in Consumer Decision Making. International Journal of Marketing Studies, 8(4), pp.87-93.

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.

Tan, Y.L. and Fabrizi, S., 2020.Consumer Decision-making under Uncertainty on Digital Platforms.

Voramontri, D. and Klieb, L., 2019. Impact of social media on Consumer Behaviour Assignment Help. International Journal of Information and Decision Sciences, 11(3), pp.209-233.