Customer Behaviour and Decision-Making Process

The provided document is a report on customer behaviour and decision-making process in Business to Customers (B2C) and Business to Business (B2B) markets. It covers various approaches for market research and procedures used to understand the decision-making process in B2C and B2B, including factors that impact consumer buying behaviour and stages of decision-making. The report also discusses marketers' effects on each stage of decision-making activity with reference to appropriate methods and models applied.

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 2.................................................................................................................................................1
P3 Compare and contrast the key differences of decision making process in B2C and B2B......1
P4 Different approaches to market research and methods of research used for understanding
the decision making process in both B2C and B2B.....................................................................3
M2 Evaluation of how different factors influence decision making and buying behaviour........4
LO3..................................................................................................................................................4
P5 and M5 How marketers can influence the different stages of the decision making process
of B2C and B2B...........................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customers behaviour is study of groups, individual or organizations and all functions and
activities associated with use and disposal of products or service, purchase, including the
consumers emotional, behavioural and mental responses that precede these activities. Clients
insight is interpreted of trends in human behaviour which motive to increase effectiveness of
service or goods for customer as well as maximize sales for mutual benefits (Grebitus and et.al.,
2017). This unit is base on L&F Jones company which is based in England that includes chain
of convenience. The present report will explain stages of customers decision-making journey and
importance for marketer to map path to buy and understand decision-making process.
Furthermore, it clarifies forms of research that understand effects on B2C and B2B. It justifies
difference of decision-making procedure between B2C and B2B. It will explain methods of
research using for understanding process in both and evaluate marketers influence on these
stages.
LO 2
P3 Compare and contrast the key differences of decision making process in B2C and B2B
In businesses there are only two types of concept followed that is B2C and B2B. In B2C
products are sold from business to consumer and in B2B they are sold from business to business.
Thus, on this basis marketing is done as well. Also, it reflects how business decision varies from
consumers and what factors are taken into consideration in taking decision.
Comparison
In both the concept similar process is followed in taking decision. Moreover, it has been
evaluated that need is recognised and information is gathered from different sources. This helps
in evaluating things in proper manner. In both it is necessary to gather information so that
alternatives are identified. However, in post purchase behaviour main purpose is to develop
relationship with brand or company. It supports in further analysis of decision making process.
But on other hand, there are certain differences in both as products and services offered
varies. Besides this, the way of marketing goods differs in both. So, there is different between
decision making process of both. The differences between them is discussed below :-
Basis B2B B2C
Identifying need In this need is already been Here, need is identified and
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identified which enables in
providing products to
businesses.
then decision is taken to
produce product. The decision
taken is towards emotional
perspective. Similarly, L&F
Jones provide grocery items to
consumers.
Information search Here, information is gathered
from surveys, etc. for making
an informed decision (Suresh
and Biswas, 2017)
The information is searched by
consumers of L&F Jones from
various sources that is public,
personal, etc. for decision
making process.
Evaluating alternatives Business evaluates suppliers
and many other things such as
product quality, policies,
network, etc. the data is also
collected from companies.
Here, consumer evaluates
alternative on basis of cost,
features, etc. of grocery items
and then select the best one.
Purchase The purchase decision is taken
by business after discussing it
with others. There is a group
who takes decision.
Consumer takes decision on
his own. Only 1-2 people are
involved in decision making.
Post purchase behaviour Businesses are usually
regarded as long term buyers.
The purpose is to develop
strong relationship with
suppliers (Sender, 2018).
Consumers are short term
buyers. Basically, relationship
developed is product driven in
L&F Jones.
Alongside decision making, there is difference as well in doing market research in B2B
and B2C. It is analysed that in B2B top management is responsible for taking decisions by
evaluating information obtained. Whereas in B2C that is L&F Jones individual analyse data and
take decision. Apart from this, in B2B companies like Tesco large amount of data is collected
from many sources and advance tools are used in evaluation. But in B2C the data gathered is
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small and it may be related to specific area. Moreover, survey and questionnaire are used in
conducting market research in B2B while in B2C interview of L&F Jones customers is taken.
Retail stores such as Tesco, Aldi, etc. can use secondary research as well to gather data. But in
B2C stores that is L&F Jones preference is given to primary research method. Also, observation
is used in L&F Jones for market research.
P4 Different approaches to market research and methods of research used for understanding the
decision making process in both B2C and B2B.
Market research is one of the most important factor in the business process to identify the
competitors in global world. (Al Khalili, 2018). It provides the important information to analyse
the need and requirement of business process. There are different types of method that applicable
in the market research such as secondary research, observation, focus group, interviews and
experiments etc.
Secondary research – L & F Jones is used the secondary research which simply act of
seeking out the existing data that is already exists in proper manner. It is free and usually done in
quickly ways. It easily finds out the existing data that can apply on the specific project
development.
In Business to consumers, this kind of information helps for L&F Jones to collect all the
competitors and customers those who always influence towards the new products. Marketer is
gathering all the relevant data through customers to identify their need and requirement (Al
Khalili, 2018). There are various types of data available on the L & F Jones by using accessing
the customer database. This research is directly impacting on the decision making of L&F Jones
because they can launch a new product according to the requirement of consumers and their
behaviour.
In Business to Business, this type of enterprises are different as compare to customer
because it is very complex process. The L&F Jones decision is based on the employee and their
specialization. Sometimes, customers are emotional at the different level and attractive
advertising easily target the customer where they can change their decision.
For Example- L & F Jones can sell to their new product to the customer or wholesaler.
B2B is a technology sold the product to the customer by another business for accomplishing the
business operations and functions.
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Observation- Observation is another method that help of L& F Jones firm to used this
research method which is directly influence and reflection of real life. This process is evolving
more quickly other than the market strategy because many customers can move from other store
and also wake of digital information because it easily providing all the details and information
about the product and services related the food items and gorcery.
In business to consumer, this type of research is offering the behavioural data but it is
directly measure directly and relaying on the customers or self reporting. The L&F Jones is also
tracked the human behaviour towards the product and services (Bravo and Appelkvist, 2018).
This will help for L & F Jones because many customers have changed their decisions on the
basis of market values.
In business to business, the L& F Jones is providing the information related the food
items etc. it offering the products but they can offer less than 5% annual budget that spend on
the food products. In this way, customer cannot pay attention towards the price of products
which can give high margin. It offers from the competition by making easy to order the products.
In this way, L & F Jones is increasing their revenue through market and also expand the business
across the world.
M2 Evaluation of how different factors influence decision making and buying behaviour.
It has been analysed that existence of factors such as social, cultural, personal, etc.
influences decision making to a great extent. This is because it restricts consumer in purchasing
that product. For instance, social factor like income level influences' customer to buy from
branded retail stores such as Tesco, Aldi, etc. the personal factor like low income influences
people to visit L&F jones to buy grocery. Therefore, each factor has its own influence on
decision making of consumer. It forces them to change their perspective and view regarding
buying of grocery from retail store.
LO3
P5 and M5 How marketers can influence the different stages of the decision making process of
B2C and B2B.
Marketer always influence through the survey when analysing the overall requirement of
customers. For Example- student may start seeking the details to help for solving the immediate
issues, it is depending on the what student finds, she may start searching the various option to
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purchase a new product. There are different types of decision-making stages that influence the
marketing to manage and control the business to customer or business to business process.
Problem recognition- Customer always believe that what they want and how they
perceive the situation in different ways. Marketer creates an opportunity to their potential
customer and also solve the queries to the people related product or service. The customer
decision making start with the sort of issues (Chang, Wang and Arnett, 2018). In this way, the
consumer can develop their own need and they want to satisfy. If the L&F Jones is determined
the need and requirement of people so that it would be advertise the same type of product to the
people.
In business to consumer, this process is resulting when the people recognized the
different between the right product what they purchased. It is directly impact on the decision-
making of consumers (Liu and et.al., 2018). On the other hand, business to business process
impact on the decision-making when the people want a new product but it is not available on
time. In this way, it impacts on the decision-making of B2B process. For Example- A product
being out of stock, dissatisfaction etc.
This stage will influence the decision-making because the organization is mainly used the
different type of services to sale their product in marketplace. When the customer easily
identifying the best quality of product in global world. In this way, it directly impact on the
concision making . This stage is mainly used the buying decision model to solve the problem
and issue of customer related the food items and their services.
Information Search – The L&F Jones follow the specific research on particular product
or services. It also satisfies their needs in proper ways. Many companies use the search engine
which is becoming the primary research platform. It is instant and easy process to find out the
consumer's requirement.
In business to business, people can search the information by using different platform and
tool but they would not be available on the particular website. In this way, it is directly impact on
their decision-making towards business process. (Guerreiro and Amara, 2018).
In business to customer, L&F Jones can use the different type of information providing
the consumer. This will be easy for people to choose the best deals such as high quality and less
price etc.
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This stage is influenced the decision-making of customer because they are putting more
efforts towards the searching which depends on the different factors. There are different type of
options available that help for consumer to find out the specification of food items. In this way,
this process is influenced the customer to change their decision on the basis of availability of
product and service. Many customers are engaged with the internal and external information
search that influence the people to identifying the alternative from his memory. The less
involvement products, it is important for marketing programs to achieve the top of mind and
awareness.
Evaluation of alternatives – Marketer is used this process for managing the business
operations and functions. This is the important stage when the consumer has identified what they
will require and what is the best deals of purchasing (Taufique And et.al., 2016). It may be
depending on the different factors such as price, quality etc. many people will read the reviews
and also compare the price to another product. Afterwards, they can choose the best product that
satisfies and fulfil all the criteria.
In business to consumer, the client evaluates all the products and brand options on the
behalf of scale attributes which have ability to deliver the advantages to the customers. It is the
best option for client comparison between the products. They will choose the alternative option.
In this way, it is directly impact on the decision-making.
Evaluation of alternative stage always influence in the decision-making of customer
because there are large number of process which work inside the mind of customer mind. They
can choose the another alternative method to start evaluating the alternative brand in the food
product category. In this way, consumer easily compare and evalue the information to make righ
decision. Other alternative depends on the price, value, performance and design or product.
Purchase decision – This is the last stage because customer now purchased the product
according to their need and requirement. Marketer also taking risk into the account. People may
had experiences with the decision making relate the product and services (Liu and et.al., 2018).
Purchasing decision is the main part of L&F Jones whereas they are presented their product to
the customer in attractive ways. Many people can purchase the same product because of their
attractive advertising and features etc.
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In B2C, the customer may form an intention to buy the most effective and preferred
product. In this way, it evaluates all the identified and alternative methods help in decision-
making.
In B2B, Decision may be distributed because every situation is not suitable for anticipate
such as losing a job and closing of retailer business.
Purchased decision influenece the decision making of consumer because there are many
people with a lot of purchasing experience according to the categorize the products. It might the
approach that help for those people who has no such experience regarding the products. In this
way, it is determined that this stage always influence the decision-making process that darw an
accurate concluion related the customer behaviour.
CONCLUSION
This report discussed about customer behaviour and decision-making process of Business
to customers and business to business. It has been concluded many approaches for market
research and procedures of research that are using for understand process of decision-making in
B2C and B2B both. It discussed about the factors that impact on this procedure and buying
behaviour of consumers and also include various stages that influence by marketers.
Furthermore, this unit will also discuss regarding marketers that effect each stages of decision-
making activity with reference to appropriate methods and models applied. Problem recognised,
information search and evaluation of alternative are the three different types of stages in
decision-making process.
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REFERENCES
Books and journals
Al Khalili, M., 2018. Barriers Impacting Social Media Marketing in Industrial B2B
Organizations. Robert Morris University.
Bravo, M. and Appelkvist, J., 2018. Towards the Development of Business Intelligence: The
Role of Business Intelligence in Managerial Decision Making-Evidence from the B2B
Sector.
Chang, Y., Wang, X. and Arnett, D. B., 2018. Enhancing firm performance: The role of brand
orientation in business-to-business marketing. Industrial Marketing Management. 72.
pp.17-25.
Grebitus, C. And et.al., 2017. Relationship between consumer behavior and success of urban
agriculture. Ecological Economics, 136, pp.189-200.
Guerreiro, R. and Amaral, J. V., 2018. Cost-based price and value-based price: are they
conflicting approaches?. Journal of Business & Industrial Marketing. 33(3). pp.390-404.
Liu, W. and et.al., 2018. Analytic of B2C E-Commerce Credit Mechanism Mixed Strategy Risk
Behavior Based on Logical Game Petri Nets. IEEE Access. 6. pp.29109-29131.
Prior, D. D., Keränen, J. and Koskela, S., 2019. Customer participation antecedents, profiles and
value-in-use goals in complex B2B service exchange. Industrial Marketing Management.
Sender, K., 2018. The gay market is dead, long live the gay market: From identity to algorithm
in predicting consumer behavior. Advertising & Society Quarterly, 18(4).
Suresh, A.S. and Biswas, A., 2017. Factors affecting Consumer Buying Behavior, Consumer
Satisfaction and Consumer Loyalty in the Ghee Industry.“A Perspective of
Bangalore Ghee Market”. Asian Journal of Research in Business Economics and
Management, 7(2), pp.18-34.
Taufique, K.M.R. And et.al., 2016. Integrating general environmental knowledge and eco-label
knowledge in understanding ecologically conscious consumer behavior. Procedia
Economics and Finance, 37, pp.39-45.
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