Topic- Unit 37– Consumer Behaviour and Insight
Learning outcomes
LO1 Demonstrate the ability to map a path to purchase in a given category, including the decision-making process
LO2 Evaluate appropriate forms of research to understand influences on the decision-making process (B2C and B2B)
LO3 Explain how marketers influence the different stages of the decision-making process (B2C and B2B)
Scenario
This is the project where every student need to work independently. It is an individual report where they need to choose one product or service (B2B OR B2C) and the following points must be covered:
- Explanation of various stages of decision making for the chosen product or service.
- The importance for the marketers to map a path in order to understand customer decic on making.
- Explain how marketers are responding to decision making process
- use various theories and application in order to identify the impact on decision making process.
- Comparison between B2B and B2C within decic on making processes.
- Explain the various approaches of market research and how they influence the stages of decision making
- Explain how different factors influence decision making.
- Define how marketers can influence the different stages of decision making.
- Applying the model explain how marketers influence each stage of decision making process.
*Please access HN Global for additional resources support and reading for this unit. For further guidance and support on report writing please refer to the Study Skills Unit on HN Global www.highernationals.com
ASSESMENT CRITERIA
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Pass |
Merit |
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LO1 Show the ability to map a path to purchase in a given category, including the decision-making process |
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P1 Define the various stages of the consumer buying behaviour and decision-making process for a product or service P2 Define why it is significant for marketers to map a path in order to purchase and understand consumer decision-making. |
M1 Critically explain how marketers can respond to the decision-making process of customers by using different theories. |
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LO2 Evaluate appropriate forms of research to understand influences on the decision-making process (B2C and B2B) |
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P3 Determine the key differences of the decision-making process in the context of B2C and B2B by using various examples P4 Define the various approaches which can be used by marketer in order to understand consumer purchase decision |
M2 Explain how different factors can influence decision making process for consumers |
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LO3 Evaluate how marketers influence the different stages of the decision-making process (B2C and B2B) |
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P5 Define how marketers can influence the different stages of the decision-making process of B2C and B2B by using specific examples |
M3 Critically define how marketers influence each stage of the decision-making process by using relevant theory or model |
