Consumer Behaviour and Insight in B2B and B2C: Understanding Decision Making Process

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Stages of the consumer decision making journey..................................................................1
P2 Explain why it is essential for the organisation to map a path to purchase & understand
decision-making process of consumer........................................................................................2
P3 Compare & contrast difference of decision making in context of B2B & B2C....................3
P4 Different approaches of the market research & methods of research in B2C & B2B ..........4
P5 Determine how the marketers influence different phases of decision making of B2B and
B2C.............................................................................................................................................5
CONCLUSION................................................................................................................................8
References:.......................................................................................................................................9

INTRODUCTION
Consumer behaviour is that way in which an individuals behave when they are willing in
something. Whereas, insights are defined as an understanding or knowledge of things & their
impacts on individuals. The consumer behaviour & insights are also used with the purpose to
create the changes by assisting individuals in finding what they are looking for & attain their
goals. It has been analysed that the consume behaviour display mainly two strategies; product
oriented and task oriented (Johnstone and Lindh, 2018). It must pay more attention on ideas that
in analysing nay product, they may take the decision on the basis of Task oriented process.
Company chosen for this report is Kantar. It is a consumer market research company. This report
is going to cover consumer decision making stages, significance to a map a path for purchasing.
Along with this, difference between the B2B and B2C will be analysed. In addition, this report
will evaluate different approaches to market research and at last, there will be a discussion on
how influence stages of decision making process.
P1 Stages of the consumer decision making journey
It has been analysed that in marketing, consumer decision making is a significant part
that businesses frequently taken into their use with the motive to track entire procedure of
consumer decision making from beginning to end (Lawes, 2022). Therefore, in context of the
Kantar, consumer decision making's stages are discussed below:
 Problem recognition- At this phase, it mainly identify the consumer's needs and
requirements. Here, customer identify the missing element & attempt to get back a
normal feeling. In relation to the Kantar, main issue that customer faces was delay in
collecting information or advice. After this, respective company has pay attention on this
issue and formulate few strategies in order to minimize this problem so that customer can
get the significant information timely.
 Information search- in this, organisation gather the information through the customer's
suggestion and their prior experience. Apart from this, consumer start to pay more
attention on the risk management and make the decision based on benefit and limitation
list. Kantar also started to take feedback form their customer so that company can bring
changes accordingly.
1

 Evaluation of alternative- When comes to this stage, then customer ask more question
so that they can seek some more alternative of product and services. This practices can be
done through comparing the prices and selecting such product which suits the customer.
By observing this, Kantar understand it and started to recommend its customer more
alternative or information that help the customer effectively.
 Purchase- This stage include the customer's final decision related to make a purchase of
any product in which they are interested. They take this final decision on the basis of
their experience, advertisement, marketing and emotions (Majeed, 2019).
 Post purchase satisfaction- It is considered as most crucial stage that provide
information about consumer's satisfaction level. In this, organisation study all the
negative or positive feedbacks and then introduce changes based on these feedbacks.
Hence, Kantar also carefully study all the feedbacks collected from the customers and
then bring some changes accordingly. It not merely aid in creating loyal customer base
but also enable the respective to increase retention rate of their existing customers.
2
Post-Purchase
Evaluation
Post-Purchase
Evaluation
Problem
Recognition
Information
Search
Evaluation
of
Alternatives
Purchase
Purchase
Decision.