Comparative Analysis: B2C & B2B Consumer Decision Making at Boots Ltd.

This report provides an analysis of the B2C and B2B consumer decision-making processes, focusing on Boots Ltd. It explores the stages of consumer decision-making, the significance of buying paths, and the variances between B2C and B2B decision-making. The report also examines various approaches to market research and how marketers influence customer decisions in both B2C and B2B contexts. Key aspects covered include need recognition, information search, alternative evaluation, purchase decisions, and post-purchase evaluation. The analysis incorporates Boots Ltd.'s strategies in the health and beauty sector, highlighting how the company leverages marketing and customer service to impact consumer behavior and build brand loyalty. The report further discusses journey mapping, touchpoint identification, and the differences in purchasing processes between individual consumers and business clients.

B2C & B2B Consumer
Decision making
Process
Contents

INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Stages of process of decision taking............................................................................................4
Significance of buying paths map and decision making by consumers......................................6
Variance in the process of decision making of B2C & B2B.......................................................7
Various approaches to the market research and its ways...........................................................8
Influence of the marketers on process of customer’s decision in B2C and B2B.........................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour is known as the study of groups of consumers, business
organizations and entire activities which are related to trading of product and services. Consumer
insight is the interpretation which is used by the marketers for gaining the deep insight about the
thinking of customers. By examining the behaviour of consumer’s business get to understand
what are the requirements and why? Research on consumers are done for understanding the size,
wants, competitors and consumers in the market. By having the full knowledge of mind set of
consumer’s firm are greatly benefitted. It aids the firm for mapping the journey of consumers and
find the loopholes. They tell the firms why customers are purchasing specific goods and services.
The project is made in context of Boots Ltd. Founded in the year 1849. It majorly deals in the
pharmacy, health and beauty sector (Andersson, Vierimaa and Sundkvist, 2018). Stages of
process of consumer decision making and path mapping of buying is vital will be mentioned.
Differentiation among the B2B and B2C will also be stated, along with how the marketers
impact the process of decision and various approaches to the market research will be examined.
MAIN BODY
Stages of process of decision taking
Process of decision making is the vital yet complicated but the customers go by some stages
while buying the goods and services for knowing what is better for the requirement. It consists of
process of the identification of requirements, collecting and evaluation of alternatives and
purchasing decision which is affected by the social and economic variables. Every customer has
various needs so they take decision according to it (Colm, 2022). So the marketers analyse
process by use of 5 steps impacting the process of decision making.
Recognition of Need
In the first step of purchasing the consumers’ needs is to be fulfilled. Its main cause for
purchasing the goods. They found that some value is lacking which is to be fulfilled. Boots Ltd.
Majorly operates in the health and beauty goods and the target audience is customers which puts
focus on the looks and believe in staying healthy. So marketers if the firm opt the strategies of
marketing which primarily target those customers. They satisfy consumers demand which are
of the products of beauty and health. Business shows the marketing advertisements which
promotes the using of products which are healthy and motivate customers for buying the goods.

Information Search
Customers have less knowledge of goods which they purchase or use in their lives. For
taking the decision they perform research for goods and services and collect data about the goods
which they require. Internet today is the main source for searching information as it’s the easy,
simple and fast method of search. Decisions of customers are impacted by the friends, family and
previous experiences. Boots ltd use the tools of online marketing for advertising the goods and
services and constantly perform surveys about the goods and services for knowing the efficiency.
They show the marketing campaigns for influencing customers by different ways like positive
feedbacks, marketing by keyword and many others impacting the process of decision making
(D’Andrea and et, al., 2019).
Alternatives Evaluation
When the customers have performed research for goods they start for looking better
deals. Quality and price are main variables impacting the process of decision making. They see
the reviews, do comparison among different goods cost and select what accomplishes the
requirements and demands of consumers. The firm provides the goods at cost in comparison to
the rivals which impact process of decision taking by customers. They give the premium quality
goods so the publicity keeps them ahead of the rivals.
Stage Selection
Consumers after the match of the set criteria now the decide which good they want to buy
and from which place. They may opt the goods which they use in daily lives and opt goods after
watching the ads and reading feedbacks. Marketers of Boots Ltd. Must do marketing in the way
by which consumers are attracted to the goods and purchase them ignoring entire alternatives
(Zhang and Du, 2020).
Evaluation
After the product buying customers do the evaluation whether the goods are satisfying
the needs and meeting the expectations? Business organization wants the consumers for life long.
Hence they give experience which builds the base of loyal consumers. Boots Ltd. Gives the
exceptional quality and facilities to the customers for establishing the firm as the brand which is
customer centric.

Significance of buying paths map and decision making by consumers
 Mapping of consumer’s journey is way of visualization of consumer’s experience. It aids
the marketers for telling story of experience of consumers with the brand all over the
touch points. All these activities aid the business organization from viewpoint of
consumers. It states the pain points of the business and their enhancement way. It is
crucial for the marketers for understanding the behaviour of consumers. Mapping aids for
looking at wide angle and see the firm’s goods for different viewpoints and know issues
which they are trying to resolve. Boots Ltd. Trades in beauty and health goods to the
consumers, the marketers for mapping journey of experience of customers so they got
problems idea and resolve it. It aids them in identification of opportunities such as
mapping the path enabling for communication of different aspects of experience of
consumers and enter new market places. It leads in creation of solutions for problems of
future. Mapping of journey provides the benefit to the business as the marketers are
required for discussing the experiences of consumers, understand the requirements and
enhance the services. Mapping of journey increase the sales by positive experience of
consumers of business. This way aids in enhancing the services (Yuan and et, al., 2020).
Journey of Mapping
 Touchpoint identification- Marketers first list entire existent touchpoints where the
consumer may interact with brand. Boots goods are readily available at the different
touchpoints so the marketers have located entire touchpoints were the consumers may
contact the business. For example- sites of firms, apps of social media and others
 Selection of target audience- By creation of target market place marketers get the help
for clarifying and building the framework for connecting with potential consumers. Boots
majorly focuses on women so they create the experience at every touchpoint. Entire
strategies are made for attracting the women consumers (Tiwary and et, al., 2021).
 Knowing the goals of consumers- For moving with the consumers in buying journey
marketers are required for understanding the goals of consumers. Marketers of Boots Ltd.
Regularly review touch points for knowing expectation of customers such as brand
information on website, mobile application for cost of goods and mobile devices for
consumer service.

 Visualizing & mapping the interaction flow of consumers- Now the journey of
consumers come in real life. Firm chooses the target audience which is women and its
marketers keep the touchpoints in the straight path for the final purchase goal.
 Prioritizing touchpoints- By looking at the wide angle Boots marketer get to know what
are main touchpoints where the target audience were active more. Now for growth they
develop strategy. Firm analyses every touchpoints and enhance them as it’ll put impact in
the decision of consumers.
 Reviewing & updating- Boots marketers enhanced the services but in coming time when
they require they do review of map and got to know about any enhancement which is
required (Seutter, 2022).
Variance in the process of decision making of B2C & B2B
VARIANCES
B2C B2B
Models of pricing Firm is providing one tier
system of pricing for all
consumers which depends on
the service and goods. They
get impacted if there is sale or
discount on the goods.
They basically follow the
various discount levels on the
basis of quantities. The
payment is also different as the
firm provides credit for 30
days.
Consumer service Firm use the representative of
customer service for aiding the
consumers for resolving the
problems of consumers.
Executives bring the
consumers who buy in bulk
and connect with them for
orders.
Process of Purchase The customers purchase often
and have less information
about buying.
They are sluggish and have
info about the buying as they
buy in large quantities.
Structure for Checkout Designed for avoiding the It includes several options such

consumers who have less
interest in purchasing.
as automated point of order,
various address of shipping.
Boots Ltd. Gives goods and services to wholesalers and retailers both as they have many
physical stores in United Kingdom. Process of decision making differ as consumers of B2B takes
extra time for buying as the demand is large and they need entire details of goods before any
order placement meanwhile consumers of B2C purchase very frequently as the quantity is less.
Consumers of B2B are the businesses which require goods for the solution of accomplishing the
strategy of business (Pandey and Mookerjee, 2018). So the consumers of B2C purchase for
fulfilment of requirements. Both the categories of marketing and sales are different as the
advertisement commercials are used in B2B and B2C marketing by the marketers for attracting
them. Consumers of B2B purchase goods when the specific criteria are met by firm such as
characteristics, cost and entire performance and benefits which brings the firm but the consumers
of B2C buys the goods in accordance to the requirements and have not any particular needs.
Process of purchasing is lengthy in B2B as it sees suppliers image and goods functionalities
meanwhile consumers of B2C purchases the goods which have value for money, read the
feedbacks. Consumers of B2B need better services after the purchasing goods but the consumers
of B2C don’t care of the post buying services impacting decision of customers.
Various approaches to the market research and its ways
Research of market states the opinions about the goods of the firm in comparison to the rivals.
Businesses gets to idea about elements which contribute to the success of firm and permit the
marketers for understanding the values of consumerism. It is useful for developing the new
goods and strategies of marketing. Boots Ltd. Marketers uses different approaches for
influencing process of decision making of consumers of B2C and B2B. There is 2 research kind
which the firm perform (Mingione and Leoni, 2020).
Primary research- Referred to the original research performed by business enterprise which
includes the information collection from consumers directly. It basically involves the questions
asking from customers.
Some are-

 Surveys- For the consumers of B2C enterprises reaches by online and sends them emails
for asking the questions related to goods meanwhile consumers of B2B are contacted
directly by mobile phones and meet them individually for asking the questions related to
the services. They aid the marketers for gaining knowledge about the services and
products which they deliver to the customers and enhance them.
 Field trials- Goods are put at the place in the retail stores for knowing response and their
reaction of goods in B2C meanwhile customers of B2B give sample goods for using and
telling reviews.
 Focus groups- Boots marketers collect information from the groups representing large
section of consumers group of B2C and record the reaction of consumers for knowing
what alterations they need in good but in B2B they ask individually about the particular
needs which they require in goods.
Secondary research- It refers to research which is done already by the other firms. It may be
available by the articles, journal available online and may others (Gligor and Maloni, 2022). It’s
helpful for the firms which have little resources for conducting research. Boots Ltd. Marketers
uses all the ways for knowing which variables will impact consumer’s decision so they may
enhance products and services.
Influence of the marketers on process of customer’s decision in B2C and B2B
Decision taking of B2C and B2B gets impacted by the marketers as they influence entire
process by use of different strategies such as commercials, campaigns of marketing and
others. Requirements of consumers are different from others hence the marketers have
planned the campaigns in accordance for establishing the brand among customers.
Recognition of Need
Firms marketers influence the consumers of B2C by giving them essential info about
goods by giving commercials and advertisements so when they feel requirement of specific
good, they opt the firm’s goods (Fujimura and Ishino, 2020). They build the image of the brand
among customers so they purchase goods of the firm meanwhile consumers of B2B gets
influenced by the imagery of brand as they are bulk buyers of the goods who buy from the firms
which have brand image.

information Searching
Consumers of B2B who regularly perform research about goods before purchasing.
Marketers here take help of the various techniques for converting them in future consumers by
engaging them individually and are available all time and resolve issues. Consumers of B2C
decisions get impacted by the marketers with usage of SEO and marketing by internet.
Alternatives Evaluation
Consumers of B2C focus more on cost so the marketers provide them with more offers
and discounts so the consumers are attracted to firm’s goods. The consumers of B2B are quality
focused and need deals which do not impact the budget, hence the marketers provide them better
deals in accordance to buying.
Stage Selection
Retail consumers after the better deal cracking by the company opt the firm goods but the
marketers opt the different method of approaching for the consumers of B2B as they purchase by
watching discounts and offers, need better services and firm provide them with personalized
goods presentation so they have information about the quality and goods.
Evaluation
Firms marketers give after sales service to consumers of B2B in more effective way by
contacting them regularly and ask if there is any issue but the consumers of B2C are given with
the customer support as they don’t have issues frequently (De Caigny and et, al., 2021).
CONCLUSION
The above project concludes that process of decision making is very crucial for the
businesses and there is inclusion of 5 stages of influencing the consumers for purchasing the
goods and evaluation of products. Further the journey of consumers for knowing the in & out of
goods and enhance them by giving better services and goods to the customers along with the
differentiation among B2C and B2B purchase decisions were also mentioned. In end the various
approaches for researching the market and ways were included.

REFERENCES
Books and Journals
Andersson, S., Vierimaa, A. and Sundkvist, M., 2018. Understanding emotions in B2B branding.
In Developing Insights on Branding in the B2B Context. Emerald Publishing Limited.
Colm, L.I.M., 2022. Strategies to Improve B2B Customer Relationships Through Digitally
Enabled Experiences. In Handbook of Research on Digital Innovation and Networking in
Post-COVID-19 Organizations (pp. 18-35). IGI Global.
D’Andrea, F.A.M.C., and et, al., 2019. Co-creation: a B2C and B2B comparative
analysis. Marketing Intelligence & Planning.
De Caigny, A., and et, al., 2021. Uplift modeling and its implications for B2B customer churn
prediction: A segmentation-based modeling approach. Industrial Marketing
Management, 99, pp.28-39.
Fujimura, T. and Ishino, Y., 2020. Omni-channel challenges facing small-and medium-sized
enterprises: balancing between B2B and B2C. In Agents and Multi-Agent Systems:
Technologies and Applications 2020 (pp. 343-353). Springer, Singapore.
Gligor, D.M. and Maloni, M.J., 2022. More is not always better: The impact of value co‐creation
fit on B2B and B2C customer satisfaction. Journal of Business Logistics, 43(2), pp.209-
237.
Mingione, M. and Leoni, L., 2020. Blurring B2C and B2B boundaries: corporate brand value co-
creation in B2B2C markets. Journal of Marketing Management, 36(1-2), pp.72-99.
Pandey, S.K. and Mookerjee, A., 2018. Assessing the role of emotions in B2B decision making:
an exploratory study. Journal of Indian Business Research.
Seutter, J., 2022. Online Reviews in B2B Markets: A Qualitative Study of Underlying Motives.
Tiwary, N.K., and et, al., 2021. Impact assessment of social media usage in B2B marketing: A
review of the literature and a way forward. Journal of Business Research, 131, pp.121-
139.
Yuan, C.L., and et, al., 2020. Third-party organization endorsement impacts on perceived value
and B2B customer loyalty. Industrial Marketing Management, 90, pp.221-230.
Zhang, J. and Du, M., 2020. Utilization and effectiveness of social media message strategy: how
B2B brands differ from B2C brands. Journal of Business & Industrial Marketing, 35(4),
pp.721-740.