This report explores the stages of consumer decision making, the importance of mapping a path to purchase, and understanding consumer decision making. It also compares the difference between B2C and B2B decision making processes. Additionally, it evaluates different decision approaches to market research and methods used for understanding the decision making of B2B & B2C. Lastly, it discusses how marketers can influence the stages of DMP in the context of B2B & B2C.