Comparison of B2B and B2C Decision Making Process

Consumer
Behaviour Insights

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explanation and analysis of consumer decision making journey stages...............................1
P2. Explanation of the importance for marketers to map purchase path along with
understanding consumer decision making...................................................................................4
TASK 2............................................................................................................................................6
P3. Comparison and contrast of decision making process on context of B2B and B2C.............6
P4. Distinct market research approaches and methods................................................................7
TASK 3............................................................................................................................................9
P5. Evaluation of ways marketers influences distinct stages of decision making procedure......9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour is a framework that illustrates the aspects concerned with the ways
customers or enterprises chooses, purchases, consumers and disposes thoughts, goods, views and
services for satisfying wants (Altinay and Taheri, 2019). It is said to action that consumers takes
in market along with underlying motives behind those actions. It is considered as continuous
process which involves aspects like measuring, obtaining, utilising addition to discarding
products or services. For gaining knowledge and skill set for consumer behaviour insights,
Jaguar Land Rover is chosen which is an automotive company having headquarters at Coventry,
UK. The entity performs primary activities of designing, developing, manufacturing, marketing
and selling vehicles. The report covers decision making process of consumers, importance for
marketers for mapping purchase path, forms of research, differentiation among decision making
procedure of B2B and B2C. It also includes some of the ways through which marketers
influences stages related to decision making procedure.
TASK 1
P1. Explanation and analysis of consumer decision making journey stages.
Consumer behaviour refers to observational activity that is conducted for analyse the
ways within which institutions or consumers enters in market and initiates purchase decisions till
the time they make final purchase. It is action together with decision processes of individual who
buys commodities and services to consume them personally. It engages people in evaluating,
obtaining, utilising and disposing of unique commodities to achieve highest satisfaction level
(Ashman, Solomon and Wolny, 2015). Within Jaguar Land Rover, human resources are
considered essential and crucial resources to compete the competition as managers empowers
manpower to carefully monitor existing and emerging market trends so that further operations
are set and performed. It benefits the management team to manufacture innovate car or vehicle
that have capability for fulfilling needs that customers have and providing them huge
satisfaction. Moreover, decision making process also plays essential function as it assist
individuals to analyse their desires and search out ways so to fulfil them effectively. Hence, it
has been apprehended that individual behaviour is connected with their decision making process
that creates huge impacts on organisational productivity, sales volume and profitability. For
developing customer experience addition to monitor their perceptions for brand, its commodities
1

and price values, effective role is played by the customer journey map. It is a technique that
assist in understanding the aspects such as their needs, concerns and hesitations which motivates
customers to make decision for the organisational products. Jaguar Land Rover mainly deals in
cars and for attaining sustainable competence various efforts are made by the management team
for determining decision making process of their consumers while purchase car (Consumer
Decision Making Process, 2019). The journey map includes following stages:
Illustration 1: Consumer decision making process, 2019
(Source: Consumer decision making process, 2019)
Need recognition: The first stage that occurs at the time an individual determines their
needs. Various times consumers have feeling that something is missing and they addresses such
issue for filling the gap (Banerjee, 2017). Herein, customers searches their desires and recognises
their needs for any product. It begins with searching individual needs while purchasing specific
commodity or service in order to deliver satisfaction for the wants and desires. For instance,
when individual purchases car or other vehicle from Jaguar Land Rover, they searches
2