Consumer Behaviour and Insight

LO2 Evaluate appropriate forms of research to understand influences on the decision- making process (B2C and B2B)

LO3Evaluatehowmarketersinfluencethedifferentstagesofthedecision-makingprocess (B2C andB2B)

Abdul had just moved into his new office and wanted to buy a furniture . Abdul just started a new business and don’t have a lots of money to spend on furniture at this stage. His intention is to explore all the options to find a good quality furniture at a reasonable price. He is finding it hard to initiate a process of buying furniture because of constraint on budget and multitude of options.

You are a marketing research consultant at “Qatar research services” focusing on consumer behavior. your main job is to support consumers in making a right decision.. Abdul finds hard sometimes to make purchase decisions and felt that this time he needs your services on full scale. In context of this scenario, your line manager has requested you to develop a report that includes the following:

Include in the case study:

1.       Explain and analyze the stages of the consumer decision making process for the office furniture using a visual map demonstrating the path to purchase the furniture and explain its importance.

2.       Apply the relevant concepts and models to critically evaluate how Qatar Research Services is responding to the stages of decision making process by comparing and contrasting B2C and B2B. Support with specific examples.

3.       Provide a coherent and justified evaluation on the approaches to market research and methods of research used for understanding the decision making process in both B2C and B2B context.

4.       Critically evaluate the theories, concepts and models (marketing mix, traditional models such as economic models, learning model ,psychoanalytic model ,sociological model and contemporary models as Howard Sheth model and stimulus response model )