Consumer Behaviour and Insight: Stages of Decision Making Process, B2B vs B2C, Market Research Approaches, and Marketer's Influence

This report discusses the stages of consumer decision making process, the importance of mapping a path to understand customer decision making, the difference between B2B and B2C decision making, approaches to market research, and how marketers can influence the decision making process. The case study of Hays Travel is used to illustrate these concepts.

Consumer Behavior
and Insight

Table of Contents
INTRODUCTION .............................................................................................................................3
Analyse stages of consumer's decision making process ...............................................................3
Importance to map a path to understand and purchase the customer decision making.................4
Comparison between decision making process in context of B2B and B2C ...............................6
Analyze different approaches to the market research which are used to understand the decision
making process in B2B and B2C context .....................................................................................7
Evaluate how the marketers can influence different stages of decision making process of the
B2C and B2B.................................................................................................................................8
CONCLUSION .................................................................................................................................9
REFERENCES.................................................................................................................................10

INTRODUCTION
Consumer behavior is refers to study as to the manner in which organization, customer,
individual, purchase, use and dispose of the services, goods in term of fulfilling their necessities
and desires. It addresses the customers action in relation to the marketplace and the purpose that
drive all these actions. Comprehension of causes that encourage customer to select and purchase
the specific product and services offering allow the marketers to determine types of the product
that have more potential in market (Samoggia and Riedel, 2018). The company chosen in this
report is Hays travel which is a tourism company. It was founded by John Hays in 1980. this firm
is situated in UK. It is a biggest independent travel agent within United Kingdom. This report will
be based on the consumer's decision making process, significance to map a path to understand
customer decision making, difference between B2B and B2C, approaches to the market research.
It will also discuss that how marketers can impact stages of customer's decision making process of
B2B and B2C with examples.
Analyse stages of consumer's decision making process
Decision making process of consumer comprise of identification of needs, gathering data,
determine alternative that are available and make make purchase decision. There are various
element that impact customer decision making. These factors include environmental,
psychological and economical which need to be consider by Hays travel's manager. In relation to
chosen firm, various stages of consumer decision making are mentioned below:

 Need recognition- It is being considered as first phase of consumer decision making
process. In this, customer realize their needs to purchase product and services. Thus, in
this, actual purchasing does not take place as only buying and selling of services is depend
(Mothersbaugh and et. al., 2020). In context of Hays travel's, various kind of the services
are offer by respective firm to their customer as per the requirement of their clients or
customers.
 Information search- In this, customer's needs are identified and then information is
collected regarding the product that a consumer want to purchase, as customer's mindset or
behavior is changing regularly, so organization need to conduct more research in order to
satisfy customer's needs. In relation to Hays travel, this firm provide information related to
their service in a manner that influence its client's decision making process.
 Finding alternatives- It is third phase of the customer's decision making where collected
information has been evaluated. When customer find out best alternative as per their needs
or requirement, then they become ready to make a purchase. In context of Hays travel's,
this firm deals in large variety of the services and it present its all services in different way
so that its clients can easily understand their alternative and do not face and difficulty to
select best alternatives. Management of respective company always concerned for their

client's need and requirement and in order to pursuing customer's buying behavior
decision about how much alternative they want to make purchase.
 Purchase decision- After finding best alternative, customer take next step of purchasing
decision in order to satisfy their needs. They select one best alternative among various kind
of the alternatives that can fulfill their requirements. During choosing best alternative,
various queries are come in customer's mind like whether this product is able to satisfy
their needs, is this is right time to make purchase and so on (Perannagari and Chakrabarti,
2019). In context of Hays travel's, the way in which its management provide service to
their clients, influence the customer's decisions. They provide service to their customer
exactly like they want to be treated and as pert their requirement.
 Post purchase behavior- It is the last and important phase of the consumer's decision
making process which is entirely relat6ed ti services provided by the firm to their customer
or clients after purchase a product. When customer face any problems in relation to use of
their product then it is responsibility of the company to solve their query. In context of the
Hays travel, its management provide an excellent post purchase service to their customer
or clients, that not juts help in creating a loyal customer base but also support the company
to enhance the retention rate of their customers.
Importance to map a path to understand and purchase the customer decision making
Path to purchase is defined as that process in which various channels are involved which
are utilized by customer to convert it into an actual purchase. It comprises of several kind of the
channels like apps, emails, websites, search engine,review, loyalty program and many other social
networks. In relation to the Hays travel, the evaluation is mentioned below:
 Awareness- Here, customers recognize their buying needs. In this phase, they search
different information related to the product from several sources to become more aware
about the product.
 Engagement- Customer become very familiar with the brand like Hays travel, this stage
and they also get information about various products. After this they make their own
perspective base don the information that they gather from different sources.
 Evaluation- In this, customers become aware product which they are going to purchase to
fulfill their requirements (Bangsa and Schlegelmilch, 2020).

 Purchase- At this phase, the purchasing take place and clients become ready pay the
amount to the company.
 Post purchase- At this phase, customer journey map is not end. It become significant for
organization to provide an extra after sale services that ensure repurchasing of the
customers.
Importance to map path to understand decision making process of consumers
 Interaction of the customers with business:- Customer journey's map path help the
companies by providing way to interact with customers. It make enable the company to
understand customer's needs and consumers also get aware about company's product. It
does not only helpful for customer in their purchasing decision-making process, but also
helpful for organization in enhancing their target market. In context of Hays travel, this
path help its executives to interact with customer effectively and also make them aware
product and services in which they are dealing.
 Throw lights on the needs and pain points- Consumer path way also help the firm in
understanding the customer's pain points and needs deeply (Yang and et. al., 2021). In

context of Hays travel, its management create a customer journey map in a manner that
not only aid then understanding customer's want or needs but also support them to
understand pain points of customers that influence their purchasing decision making.
 Focus on the customer's needs- Path enable a company to focus on consumer's needs
wants and work as per the customer's needs. Organizations uses different methods so that
they can understand the customer's needs. In context to Hays travel, customer's journey
map help the respective company to understand their customer's requirements by
generating touch points so that company can provide the service as per their customer's
needs.
 Highlight the development priorities- Consumer's journey map help companies to
understand customer's priorities by making an effective purchasing process. This map
make enable the company to resolve different type of queries which are related to the
purchasing decision. In context of Hays travel, its management highlights their
development priorities by utilizing the customer's journey map.
Comparison between decision making process in context of B2B and B2C
Business- to- consumer- In this kind of business, process of selling product and service take place
between the customer and organization as no middle man is involved here.
Business- to- business- This type of the business model facilitate exchange of goods and services
between tow or more than two organizations. In this business, customer are not involved (Keller,
2020).
In context of Hays travel, it is crucial for its management to analyze difference between B2C and
B2B. It is not only helpful in developing effective decision making process but also help to sever
customers in more effectual manner. Difference between B2C and B2B is mentioned below:
Basis Business to consumer Business to business
Identification of needs In this, company's management
efforts to identify customer's
needs and requirements so that
they can provide service to
In this, company's management
mainly concerned with the
coordination with other
organisations in market. In

them as per their requirements
(Vannucci and Pantano, 2019).
context of Hays travel,
effective quality of the services
are provided by them as it is
very significant for them to
evaluate their services timely.
Purchasing decision In this customers are important
aspects for the company as
they analyse each product and
service of different
organisation for making a
purchase effectively. In this,
customer take less time in
making purchase and they
adopt a direct approach during
purchasing any product.
In this, company sell their
product to wholesaler rather
than the customer. In relation to
Hays travel, it is important for
them to develop certain
effective service plan that help
them to focus on customer,
location and price.
Decision In B2C, organisational
management give a
spontaneous or emotional
message to their customers or
clients so that they purchase
their product when they need.
In B2B, organisation give a
sensible and planned message
to their clients so that they can
sell their product to other
organisation or firm.
Analyze different approaches to the market research which are used to understand the decision
making process in B2B and B2C context
An organization are well aware about their customers. By suing various approaches,
organizational management can gain an understanding related to their customer's wants and needs.
Hays travel, provide effective services to satisfy their customers. A market research help the
organization to influence customer's final buying decision. There are certain approaches to
understand customer's decision making process which are mentioned below:

 Personality- Individual's personality help the a marketer to establish a process of
influencing customers. Personality include behavior, attitude, interest, preferences and
feeling of people (Bell and et. al., 2018). Organizational management perform a great job
by understanding their customers. Company treat and serve their clients on the basis of
their purchasing attitude and behavior.
 Telephone interview- In this approach, company ask several question to their customer
about their experience of using company's product. It customers are satisfied with
company's products then it enhance organizational brand value, whereas if customers are
not satisfied with their product the company need to bring some improvement in their
product.
 Survey- This technique help the company to know that where there are mistaking and
where they fall short (Sarah and et. al., 2021). Hays travelgive opportunity to their
customer on regular basis where customer give their suggestion and opinion in context of
company's product that they have purchased.
 Direct survey- In this, company gather feedback in a direct way from their physical
stores. In this, company provide their new launching product to their customer and then
customer give an instance feedback about the product. This approach help the company to
understand that products should be made only if customer like them. This is an expensive
method which was conducted by the organization.
Additionally, respective firm also conduct an email survey which is very cost effective. In this
approach, they provide a link to customers so that customer can give their feedback about the
product and services.
 Observation- Sometimes, groups and survey does not show an actual behavior of the
customers. By using the tapping, company can really give how customers acts and behave
during making a purchase. Hays traveluses this method to understand their customer's
behavior very deeply.
 Focus groups- Under this, a specific firm focus on their target group and ask certain
question to them. It help the company to know exact behavior and emotion of their
customers. Hays traveluses this method in order to fulfill a gap between the expectation
and actual satisfaction.

 Personal interview- It is just like focus group in which organization ask the scripted
question to their customers (Bukhari and Isa 2019). At this time there is a face to face
interview, where company's management record the their conversation with customers.
Evaluate how the marketers can influence different stages of decision making process of the
B2C and B2B
In decision making process, organization adopt different element so that they can influence
the customer's decision making. Some of these components are mentioned below:
Influence of Customer decision making process on marketing mix
 Need recognition stages- Hays travel influence its B2C buyers through developing
effective marketing campaigns as it online solution to specific challenges or issues of
customers. For instance, Hays travel can make make such advertisement that gain
customer attraction. Its promotional campaign should be more effective that develop
stimuli in relation to desire to purchase services of respective company. It provide better
services that can satisfy customer's needs as nowadays, customer want more additonal
facilities with services. Therefore, respective company provide its services with some
discount occasionally.
 Information search stage- Hays travel provide an enjoyable traveling facilities to its BRC
customer, that is sufficient to excite the passenger's interest in company's services. For
instance, Respective company can conduct the market research in order to understand
customer's needs and requirements so that it can take effective steps in order to meets the
needs and requirements of the Hays Travel..
 Finding alternatives- In this, customer find best alternatives to make a purchasing decision.
This stage get impacted by various factors for instance, pricing impact the decision
making as higher perceived price lead to a higher perceived quality and greater willingness
to purchases things.
 Purchase decisions- After finding nest alternative customer make a purchase decision
based on mode of acquisition of product. It may be online or offline. The distribution
impact the decision making as people prefer to buy product form their conventional place
as it make it easy to access the product. Hays travel has its own psychical store in market.
Its profile customers in several countries.

 Post evaluation- Markers of Hays travel articulate an effective services to their customers
by offering exceptional quality of their services to customers. This company take regular
feedback to its B2B customers as it help the respective company in improving flow of their
serveries and performance. The respective company can use effective promotional tools
from its marketing mix strategy so that customer can get better services by getting more
information.
CONCLUSION
From the above report it is concluded that the customer behaviour is a significant aspects
for any company as it help them to understand customer's needs, wants and preferences. It allow
the organisation to manufacture the product as per the customer's requirement and suitability. In
market, several factors are considered by the business organisation when they operate their
business. These factors include, cultural, social and personal element that influence the customer's
behaviour. The technology help a company in different way and also help in changing the
customer's trend in market. Organisations conduct various survey to understand actual behaviour
of their customers. They take feedback of customers and then bring improvement in their services
as per customer's requirement. Therefore, it become vital for the business to understand customer's
behaviour in order to remain up to date and survive in market efficiently.

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