Consumer Behaviour and Insight

This document discusses the key differences between B2C and B2B decision-making processes, evaluates how market research differs between B2B and B2C, explores the influence of personality, motivation, and customer perception on decision making, and examines the impact of culture and other factors on consumer behavior. It also highlights the importance of understanding buying behavior in B2C and B2B, and the role of digital audience research development.

Consumer Behaviour
and Insight

Contents
INTRODUCTION.......................................................................................................................................3
Compare and contrast the key differences between B2C and B2B decision-making processes...............3
Evaluate how market research differs between B2B and B2C.................................................................4
How personality, motivation and customer perception influence on decision making.............................4
Behavioral and cognitive approach to consumer learning........................................................................5
Impact of culture and other factors over consumer behavior...................................................................5
Role of digital audience research development........................................................................................6
CONCLUSION...........................................................................................................................................6
REFRENCES..............................................................................................................................................7

INTRODUCTION
It is very essential for every organization to decide appropriate mode of commercial
transaction because through it they able to operate their business functions in effective manner.
Along with this it will also help in identifying proper potential customers for products and
services offer by company at a specific marketplace (Biswas and Roy, 2015). Organization taken
for this assignment is Unicorn Grocery that is operating its business function at Manchester,
United Kingdom as grocery store. Products offer by respective company are baby food, house
wear, house cleaning products, meat and many more. Topics explained in this report are
difference between B2B and B2C, how market research diverse these factors. Along with this it
will include impact of personality, self motivation and customer’s perception impact on decision
making as well as it will also include diverse approaches and factors influencing consumer
behavior.
Compare and contrast the key differences between B2C and B2B decision-making processes
There are several factors which make B2B and B2C decision making process differ and
which will help Unicorn Grocery to decide which is more appropriate for them. For which
evaluation of different between both the transactional mode are given below:-
Basis of comparison B2B B2C
Meaning It is define as process when
selling and purchasing
transaction of offering are
done between two businesses.
It refers to process at which
company sell or offer their
products and services to its
potential customers.
Service Users Consumers of B2B business
will be company (Kulmala,
Mesiranta and Tuominen,
2013).
On the other hand a service
user of respective mode is
customers or end users.
Merchandise Quantity The respective kind of
business is operating at large
level.
Whereas they conduct
business operation through
small quantity of

merchandises.
By analyzing both the method it can determine that for Unicorn Grocery most effective
way to conduct operation will be both B2B and B2C. This is so because they are offering grocery
products which can be offer or serve to both customers as well as business.
Evaluate how market research differs between B2B and B2C
Market research diversify both B2B and B2C in different manner such as according to
them for adopting B2B it will required various type of skills as well as experiences at every level
of business operation (De , 2019). Whereas in respect of B2C, an individual can start their
business through its marketing as well as convincing skills. Along with this according to market
research B2B required huge number of employees who are skilled, professional, educated,
experienced and many more. On the other hand in respect of B2C all these factors are not
necessary it is generally based on good communication as well as convincing skills. In respect
Unicorn Grocery they can adopt both the ways which help them in attracting both services users
i.e. business or company and other end users.
How personality, motivation and customer perception influence on decision making
In making a final decision, consumers are influenced by several factors which directly
linked with company’s productivity and profitability for long run. However, among several
elements there are some common component i.e. personality, motivation, perception which
effect buyer decision making behavior.Moreover, these features are considered as one of the
essential tools as it is fully depend upon individual’s attitude towards brand image (Lysonski and
Durvasula, 2013). In terms of perception, it is often described as a process in which consumers
identifies, organizes, and interpret collected information into useful meaningin order to satisfy
their need or demand in an effective and efficient manner.Likewise, other factors also plays an
important role in decision making process. As per Maslow hierarchy needs, it states that people
are encouraged through their unsatisfied need that lead them to fulfill their lower need prior to
higher demand. Thus, Unicon Grocery takes an initiative to examine emerging or existing trend
of marketplace in order to bring out best product that impact positively over their motivation,
perception and personality. Due to this, firm can acquire best positioning within competitive
industry as well as can obtain increased level of proficiency.

Behavioral and cognitive approach to consumer learning
It is the process in which each individual gather and interpret information about products
and services and nit only that they utilize those collected data or knowledge in order to make
buying pattern for satisfying and consumption behavior. However, consumer learning approach
is classified into two i.e. behavioral and cognitive. Hence, these are considered as effective
determinant yet it contains slight difference (Schütte and Ciarlante, 2016). As beviourial theory
signifies as a stimulus response concept because they are based on premise that observable revert
to specific external stimuli sign whereas cognitive theory is wholly concentrated on
mental information like perception, mindset, reviews, behavior, attitude, motivation for
accomplishing their goal in a better way. Thus, Unicorn Grocery make use of suitable approach
in order to generate positive impact and can gain competitive advantage in an impressive way.
Impact of culture and other factors over consumer behavior
It is a way of life for specific group of people that affects their values, beliefs,behavior
and acceptable norms. However, each individual has their set of culture, norms and moral values
whichdirectly reflect over consumer buying decision. Apart from cultural factors there are some
more which effect consumer purchasing behavior like social and personal factors that enable
individuals to determine products brand and make corrective course of action for satisfying their
demand or need. Besides purchasing decision, culture also affects hoe consumers use the
products they buy and how they dispose them (Lehner, Mont and Heiskanen, 2016). Hence,
Unicorn Grocery marketers cater to specific cultural behavior by offering different version of
same product that are tailored to appeal to target audience for acquiring best positioning within
competitive marketplace.
Importance of understanding buying behavior in regard of B2C and B2B
It is regarded as one if the important component for companies as it enable firm to
understand how the decision was made and how they hunted for product. Moreover, these
information help Unicorn Grocery and its managers to know the reason behind purchase or
rejection of a product or service by customer as well as assist them to make best strategic
decision in order to gain competitive advantage (Javornik, 2016).

Role of digital audience research development
The main purpose of audience research is when media company find the target audience
for a particular production and also enable firm to know what group of people will be wanting to
watch media products by using surveys as a research for attaining increased level of proficiency
rate within competitive marketplace in an innovative and creative style (Daunt and Harris, 2012).
CONCLUSION
By analyzing above mentioned topics it can be evaluate and summarized that by
identifying effective commercial transaction mode an organization can sell their products and
services in effective manner. This will also help them in identifying potential customers and
enhancing sales for growing profitability ratio. Along with this there are several factors which
impact on decision making process of a customers such as their personality, motivation level,
perception and many more. There are also different modes of conduct business such as B2B and
B2C in which business is selling its offerings to business and in another business offers its goods
and services to customers respectively.

REFRENCES
Books and journals
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fashion blogs. Journal of Fashion Marketing and Management: An International
Journal. 17(1). pp.20-37.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Lysonski, S. and Durvasula, S., 2013. Consumer decision making styles in retailing: evolution of
mindsets and psychological impacts. Journal of Consumer Marketing. 30(1). pp.75-87.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
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