Consumer decision making process: Assignment
Added on 2020-12-31
9 Pages2422 Words242 Views
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Consumer decisionmaking process1
Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3Comparison between B2C and B2B decision making process..............................................3Market research differs between B2B and B2C.....................................................................4Personality, self motivation and customer’s perception influence on decision making process................................................................................................................................................4Behaviour and cognitive approaches to consumers learning.................................................5Cultural and other relevant factors impact on consumer’s behaviour....................................6Organisation uses an understanding of buyers behaviour so as to influence decision makingprocess within B2C and B2B context.....................................................................................6Evaluation of the use of digital audience research developments to understand and influenceconsumer behaviour................................................................................................................7CONCLUSION................................................................................................................................8REFERNCES...................................................................................................................................92
INTRODUCTIONConsumer behaviour is all about the study and analysis of individual behaviour whilemaking any kind of purchase of goods and services so as to get value in return for the moneythe customer will render to the suppliers. Unicorn organisation is one of the small sizegrocery store which is specialized in offering gods such as organic vegetabls, affordablewholesome food items etc. This assignment will explain about the force which willinfluence decision making process such as personality and consumer perception. Apart fromthis it will also enlighten the digital technology use for influencing consumer behaviour.MAIN BODYComparison between B2C and B2B decision making processMain objectives of every organisation is to earn revenue by selling its goods and services to endcustomers by using one among the two approaches and they are namely, business tobusiness(B2B) and business to consumer(B2C). Therefore the key comparison between B2B andB2C is being explained below (Al-Fattal and Ayoubi, 2012):BasisB2BB2CMeaningWhen selling of goods and servicestake place between two businessentities is known as B2B approach.When the goods are beingsold directly to thecustomers who are termed tobe the end users is known asB2C approach.CustomerCompany is the customer whenB2B approach is being applied byan organisation.End users are the customers.Buying decisionLogical and planned which isbased on the needs.Emotional buying decisionwhich is based on desire andwant.Value creationMutual and trust relationshipUse promotion andadvertisement technique forcreating value.Thus, Unicorn make use of business to consumer(B2C) approach as it is a small grocerystore who prefer to establish direct and mutual relationship with customers.3
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