Consumer Behaviour and Insight (CBI)

This presentation explores the combination of behavioural and attitudinal data in consumer behaviour and insight. It discusses the differences in decision-making processes between B2B and B2C, market research approaches, methods, and factors influencing consumer buying behaviour.

Consumer Behaviour
and Insight (CBI)

Consumer Behaviour and Insight
(CBI)
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

The key differences in process of dicision making in
context to B2B and B2C includes
B2B B2C
For buyer to buyer, decision-making process is
generally a long-standing process which
eventually takes long time for convening the
executive of the certain company
Thus, the fact that in the business of buyer to
buyer a lot of money is at stake.
B2B marketing requires, appearance to
specific group of individuals within a business.
They are generally the decision makers of the
business.
For the company Huawei for marketing its
mobile phones from buyer to buyer, the
marketer required to influence the buyer by
showing it various support and services the
company is providing in order to smooth
running of the business.
For buyer to consumer, decision-making
process comparative takes lesser time or it is
a fast process, it depends on the mind set of
the customer whether it should buy the
product or not. Here the customer may takes
reviews and recommendation from the
friends and family members. Even thought it
takes comparatively less time than buyer to
buyer purchasing process.
B2C target the potential customer who are
willing to buy the product.
For the company Huawei in order to market it
mobile phone, the consumer decision process
of consumer may influenced by showing the
various tempting features of the product.
Moreover, by giving several promotional
features which might the customer find cool.

The different approaches to market research for understanding
decision-making process in B2C and B2B context are
• More likely to involve mixed methodologies
• B2B market researches involves mixed methodologies on the other
hand mixed methodologies not included in B2C
• More involvement of telephone, websites & emails
• B2B tends to do cost effective researches which includes researches
through surveys, telephones as well as emails. Whereas for B2C the
market research is generally done by reviews and recommendation by
friends and family members.
• Typical involvement of much smaller sample size
• The pool of buyer to buyer is comparatively smaller than that of the
buyer to consumer.

The different methods to market research used for understanding
the decision-making process in context to B2C and B2B context are
• Environmental study
• This method involves the analysation of legal constrains whether the
product is acceptable by the society or not.
• Study of competition
• For B2B this market research is essential to compete with the
competitors of the larger companies. Here the B2B may use porters
five forces rule in order to market the buying decision of the product.

Cont..
• Qualitative researches which includes face to face interviews
• B2B qualitative researches includes focus on new products, services
and market innovations. B2C here the purchase decision is generally
made by single individual.
• Online survey
• Both B2B and B2C includes online survey of market research for
understanding the buying decision of the product.

The different factor which influences the decision-
making and buying behaviour of consumer are
• Economic factors
• This factor shows the affordability of an individual to buy.
• Functional factors
• This factors analysis the needs of the customer and compare what it is
equalitarian to the needs of the customer.
• Marketing mix factors
• This factor concern with the product, pricing, promotional and the
place of distribution of the product

Cont..
• Personal factors
• Occupation, lifestyle, social and economic status of individual influences this factor.
• Psychological factors
• Attitude, beliefs, learning and motivation are the element of this factor that affects
the consumer buying behaviour.
• Social factors
• Friends, family as well as the relative comes under social factor which influenced the
consumer behavioural in buying decision.
• Cultural factors
• Different individuals lives in different cultural and social environment. This could
affect the buying behaviour of the consumer.

Example
• For buying the Huawei mobile the various factors that could influence
the buying behaviour of the consumer are economical, functional,
marketing mix, personal, psychological as well as social factors. The
consumer may make decision of buying the Huawei mobile by
considering the following factors.

CONCLUSION
This report can be concluded as, 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

References
• Shankar and et.al, 2016. Mobile shopper marketing: Key issues,
current insights, and future research avenues. Journal of Interactive
Marketing, 34, pp.37-48.
• Stancu, V., Haugaard, P. and Lähteenmäki, L., 2016. Determinants of
consumer food waste behaviour: Two routes to food waste. Appetite,
96, pp.7-17.
• Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information
technology and consumer behavior in travel and tourism: Insights
from travel planning using the internet. Journal of Retailing and
Consumer Services, 22, pp.244-249.

Thank you