Consumer Behaviour and Insights: Understanding the Decision-Making Process in B2C and B2B

CONSUMER BEHAVIOUR
AND INSIGHTS
(ON THE ROAD)

Table of Contents
INTRODUCTION.......................................................................................................................................3
ACTIVITY 1...............................................................................................................................................3
Describe and analyses the steps of the consumer decision- making journey............................................3
Describe the importance for marketers to map a path to purchase and understand consumer decision-
making.....................................................................................................................................................4
Reflect in what manner marketers responds to decision making process by using concepts and models.5
ACTIVITY 2...............................................................................................................................................6
Differences and contrast the key variations of the decision-making process in the context of B2C and
B2B.........................................................................................................................................................6
Represent several approaches to market research and methods that is used to understand decision
making process in B2B and B2C case....................................................................................................7
Justified evaluation of how several ways to influence decision-making and buying behavior, supported
by specific examples................................................................................................................................8
ACTIVITY 3...............................................................................................................................................8
Assess how marketers can affect the different stages of the decision-making process of B2C and B2B,
giving specific examples.........................................................................................................................8
Critically evaluate how marketers influence each stage of the decision making process with reference
to relevant methods and models applied..................................................................................................9
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................10

INTRODUCTION
Customers are very crucial for each and every corporate entity round which each and
every business activity revolves. It is very crucial for companies to understand the factor that
affect consumer decisions related to purchasing a product and service of business (Cheah and et.
al., 2020). This report is based is based on Marks and Spencer, marketing sector that is leading
company in UK, in which manager hires a marketing analyst to market services/products of
brand to customers. This company is founded on 1884 to provide services to customers. In
current time company face the issue of loss of customer base and to overcome with this issue
they focus on marketing sector where they hire an experience person as a marketing analyst so
that they encourage brand in the online and offline platform so that consumer decision making
process is done in business entity favor. This includes analyses the platforms of consumer
decision making journey for a given organisation offerings. Further it represents importance for
marketer to map a path to purchase. This report also compares decision making process in
relation to B2B and B2C. At last it evaluates the several steps of decision making process that is
influence by marketer in B2B and B2C content.
ACTIVITY 1
Describe and analyses the steps of the consumer decision- making journey
Consumer decision making is a crucial practice of study the market. It is processes through
which consumers are aware related to their needs by collecting information, evaluate alternative
available options, makes a purchasing decision and evaluate purchase. In terms of Marks and
Spencer, marketer analyst prepare consumer decision making journey for the brand.
 Problem recognition- This step include identification of customers desires and needs. In
this customers tries to recognize those factor which they needed and make efforts to get
back for enjoying (Kumagai, 2020). In terms of Marks and Spencer, the main issue that
people faced was delay in delivery of order. In this company M&S identified these issues
to provide benefits to customers to launch organic cloth with prime club card to
customers.

 Information search- In this stage organisation focuses on gathering information from
customers in the form of recommendation and their prior experience. Within this
customers are also focus on getting attention to risk management. In this customer take
decision based on pros and cons list. In terms of enjoying prime club cards customers are
benefitted to fast delivery to pay extra amount that is beneficial for customers to get the
fast delivery.
 Evaluation of alternatives- Therefore this step shows that customers of an organisation
start to ask questions in order to get knowledge regarding alternative option of the desire
product. This should be done by comparing price and reviews so that consumer chooses
the product that is suitable to them (Nyame-Asiamah and Kawalek, 2020). In terms of
Marks and Spencer, they understand its and helps customer to recommend some
alternatives for do changes in products and services. . In this marketing analyst focus on
promoting the brand in front of customers so that they search the products as per their
need and it helps in influencing buying behavior.
 Purchase- In this step customer makes final decision regarding purchase of goods in
which they show interest. The final decision of customers is done emotion, marketing
techniques, adverting of company etc. After examine product and marketing of Marks
and Spencer offering consumer decides to purchase their products that is clothing. This
aspect helps business entity to enhance profit and revenues.
 Post purchase satisfaction and dissatisfaction- It is a type of review stage where
company get the information related to customers satisfaction and dissatisfaction level
related to buying product (Peñaloza, 2020). This helps firm in changes in their produces
according so that more sales are enhanced. In this Marks and Spencer, specifically
evaluates the customer reviews and try to change or improve it to the high extent so that
more profitable results is received.
Describe the importance for marketers to map a path to purchase and understand
consumer decision- making
The steps of customer purchase are ever changing and it’s quite cyclic in nature. Marks
and Spencer understand that presently customers are more demanding, comparing, mentioning
and consuming products and services for show status and fulfill needs and according to this
made their purchase decision. In this social media and various other sites are very helpful