Pearson

Higher Nationals in
Business

Unit 37 Consumer Behaviour and Insight

:
For use with the Higher National Certificate and
Higher National Diploma in Business
Brief Number: 1

First teaching from September 2016

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 Higher National Certificate/Diploma in Business
Student Name/ID Number

Unit Number and Title 37 Consumer Behaviour and Insight

Academic Year 2018/19

Unit Tutor

Assignment Title The role of marketers in the decision making process

Issue Date 01/04/2019

Submission Date

IV Name & Date

Submission Format

The submission is in the form of an individual written report and the assignment should not be
completed in teams. The report should be written in a concise, formal business style using single
spacing and font size 12. You are required to make use of headings, paragraphs and subsections as
appropriate, and all work must be supported with research and referenced using the Harvard
referencing system. Please also provide a bibliography using the Harvard referencing system. The
recommended word limit is 2,000–2,500 words, although you will not be penalised for exceeding the
total word limit.

Introduction to the Unit

This unit is designed to enhance your knowledge and understanding of the consumer’s decision-
making processes, from needs recognition through research, the evaluation of alternatives,
purchase and post-purchase evaluation. While students will learn the underpinning theories and
frameworks, they will also be expected to relate these to real-world examples, including their own
personal experiences.
Some of the key areas are as follows;
 How do we buy products and services?
 What motivates us to seek out a particular product or service?
 What research do we undertake prior to making a decision?
 Do we seek out other people’s opinions, perhaps through social media?
 To what extent do other people’s opinions influence our own?
 How do we feel after we have made the purchase?

HNC/HND Business 3
These are the types of questions to which organisations seek to gain answers. An important part of
marketing is understanding the processes behind how a consumer makes the decision to purchase
a product and/or service. This is applicable as much to Business to Business (B2B) as it is to Business
to Consumer (B2C). The knowledge, understanding and skill sets that students will gain on
successfully completing this unit will enhance their career opportunities; whether setting up in
business independently or being employed by an organisation.
Unit 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)

Assignment Brief and Guidance

Scenario

You are being interviewed for a position of marketing intern at a reputable local marketing agency
and will need to understand the path to purchase that a customer may take. Before interview, you
have been asked to prepare a written report and have been tasked with demonstrating your
understanding of the process of mapping out the decision-making process for a selected product or
service.
(See submission format section for specific details of the length and format of the report)

Explain and analyse the stages of the consumer decision making journey whilst also assessing why it
is important for marketers to map a path to purchase and understand consumer decision-making.
Using and applying selected relevant concepts and models, evaluate how marketers respond to the
decision-making process and then critically evaluate the application of these theories that can
influence the consumer decision-making process. To show your understanding ensure your
discussion is supported by specific examples and contexts.

Provide a comparison of the key contrasting differences in the decision-making process between
B2C and B2B with examples. Consider the possible different approaches to market research and the
decision-making processes when looking at B2C and B2B sales. Provide an evaluate of these
differing approaches whilst considering the different sales contexts.

How is buying behaviour and decision-making influenced by different factors. Evaluate these factors
and provide specific examples to evidence your justification.

HNC/HND Business 4
The difference stages of the decision-making process for B2C and B2B can potentially be influenced
by marketers. Evaluate what as a marketer you could do and give specific examples to justify your
choices. With reference to selected methods and models that are available critically evaluate the
marketers influence.

*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

HNC/HND Business 5
 Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Demonstrate the ability to map a path to purchase in a given LO1, 2 & 3
category, including the decision-making process
D1 Critically evaluate the
M1 Evaluate how marketers are application of appropriate
P1 Explain and analyse the
responding to the decision- theories, concepts and models
stages of the consumer
making process, applying that influence and impact upon
decision-making journey for a
relevant concepts and models. the decision-making process,
given product/service.
supported by specific examples
P2 Explain why it is important and contexts.
for marketers to map a path to
purchase and understand
consumer decision-making.

LO2 Evaluate appropriate forms of research to understand

influences on the decision-making process (B2C and B2B)

P3 Compare and contrast the M2 Provide a coherent and

key differences of the decision- justified evaluation of how
making process in the context different factors influence
of B2C and B2B, providing decision-making and buying
specific examples. behaviour, supported by
specific examples.
P4 Evaluate the different
approaches to market research
and methods of research used
for understanding the decision-
making process in both B2C
and B2B contexts.

LO3 Evaluate how marketers influence the different stages of the

decision-making process (B2C and B2B)

P5 Evaluate how marketers can M3 Critically evaluate how

influence the different stages of marketers influence each stage
the decision-making process of of the decision-making process
B2C and B2B, giving specific with reference to relevant
examples. methods and models applied.

HNC/HND Business 6