Research and data in consumer behaviour

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Reference no: EM133045891

Case Scenario

You have been appointed as the new marketing associate for a company of your choice. Your line manager, 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 the B2C and B2B sectors. The report must have the following:

Cover page
Executive summary
Table of contents
Introduction
Background to the organisation

Part 1: Map of ‘Path to Purchase' of the product/service

Evaluate (with a rationale for 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.

Evaluate the black-box model of consumer behaviour. Explain how it influences consumer marketing decisions.

Map out the consumer's decision-making process for one product or service. Use a B2C context for a chosen organisation.

Part 2: Research and Data in Consumer Behaviour

Compare the similarities and differences of the decision-making process (purchase decision-making) of B2C and B2B, concerning the chosen product/service.

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

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. Support your answer with examples relevant to the chosen organisation.

Part 3: Influence on the decision-making process

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.
Conclusion
Bibliography
Appendix One, two (where required)

Word count: 2000-2500 words.

Attachment:- Case Scenario - Assignment Brief.rar

Verified Expert

This is a report on Alibaba. B2B and B2C aspects of the company have been considered. This has been followed by analysis of black box model. Finally, all conditions associated with way of making business decisions have been highlighted.

Reference no: EM133045891

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