Influencing Consumer Decision-Making Process in B2C and B2B

Consumer Behaviour and
Insight (CBI)

Table of Contents.
INTRODUCTION................................................................................................................................3
TASK 1 ...........................................................................................................................................3
TASK 2............................................................................................................................................6
TASK 3............................................................................................................................................8
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13

INTRODUCTION
The combination of behavioural and attitudinal data which provides the marketers the information
needed to generate insights which print deeper, as well as the accurate picture of buying nature of
an individual. In this report it has been discussed the various stages of consumer decision-making
process journey followed by the method through which the marketer of the business map the
consumer decision-making process. In this report it has also been discussed the different stages
which influences the decision-making process of B2B and B2C (Xiang, Magnini and Fesenmaier,
2015).
TASK 1
P1 Explain and analyse the stages of the consumer decision-making journey for a given product or
service.
The various stages for consumer decision-making making for a mobile handset are
Need recognition
This step of need recognition occurs when consumer assumes the need of the mobile handset. Here
the consumer feel that is missing something and something is needed to fulfil is need. Some time
when businesses are capable to target the determined market the eventually tends to generate the
need of the mobile phone in the minds of the consumer. This step of need recognition is the first
step of the consumer decision-making journey (Carlucci and et.al2015).
Information search
This step of information search in the process of decision-making process of consumer for buying
mobile handset is the step where the consumer tends to gain more and more information about the
product which could fulfil its need. Risk management as well as identification of various features
associated with the particular brand are the information about the product is gathered by the
consumer through various following sources.
Commercial source
Commercial advertisement, campaigns for the promotion of mobile phone as well as through sales
person are the various commercial sources for information search.
Personal source
Discussion with family and friends are the various personal sources of gathering information about
the phone.
Public source
Magazines, newspapers as well as radio sources are the public sources of information search.
Experimental source

Consumers experience with the particular brand sometime influence the consumer in making
particular decision-making making.
Evaluation of alternates
Evaluation of different alternatives which are available in the market with the life cycle of the
product. When the specific need is analysed by the consumer it tends to do the market research by
finding the various alternatives of the product as well as the consumer tends to seek the best option
available in the market according to its need. At this step the consumer may evaluate the decision
based on several factors such as prise, quality or speciality of the mobile phone. Here the consumer
takes into account the reviews of the product which could satisfy its needs.
Purchase decision
After passing through all the above stage the consumer makes the purchasing decision for the
mobile phone. At this stage the consumer evaluate all the factors & the logical conclusions
associated with product based on the influences of information search stage.
Post purchase behaviour
Purchase decision of the mobile phone is followed by the post purchase behaviour of the product.
Here the consumer analysis the whether the mobile phone was useful for it or not, whether this
product has fulfilled its needs or not (Erevelles, Fukawa and Swayne, 2016).
P2 Explain why it is important for marketers to map a path to purchase and understand consumer
decision-making.
Understanding the consumer decision-making is also known as customer journey mapping. It is a
visual representation of all the experience the consumer has with the organization Huawei. This
understanding concerns with the knowing the original engagement of the customer with the brand
and hope into the long term relationship of customer with the brand.
It is very essential for marketers to map the path of purchasing and understanding consumer
decision making as the consumer decision mapping is one of the essential business step for any
organization. The consumer journey mapping includes several importances which are described
below.
The consumer journey mapping helps the marketers in concentrating their efforts as well as their
business expenditure on the product or service which matters the most to the consumer, this step
highlights where the commodity needs the development. Moreover, this step finds out the gap
between the desired customer base and those are the actual ones. Giving perspective to the process
of sales as well as the identification of customer journey in logical order is the another benefit of
customer journey mapping. Focusing the business in order to evaluate the needs of the consumer at