This presentation discusses the key differences between the decision-making process in B2B (business-to-business) and B2C (business-to-consumer) contexts. It explores the transactional nature, customer orientation, target markets, and decision drivers in both B2B and B2C. Examples from the Coca-Cola industry are used to illustrate these differences. The presentation also covers the different approaches to market research in B2B and B2C, focusing on logic and features in B2B and emotions and customer perception in B2C.