This report explores the steps of consumer decision-making journey, the importance of mapping a path to purchase, and how marketers respond to the decision-making process using concepts and models. It also discusses the key variations in the decision-making process between B2C and B2B, and the approaches to market research used in understanding decision-making. Additionally, it evaluates the ways marketers can influence decision-making and buying behavior in both B2C and B2B contexts, supported by specific examples.