Consumer Behaviour and Decision Making Process in B2B and B2C

Unit 37 – Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Concept and analyse the stages of consumer decision making journey.................................3
Importance of marketers to map a path in respect of understanding consumer decision making
................................................................................................................................................6
Evaluate how marketers are responding to the decision-making process..............................7
TASK 2............................................................................................................................................8
Compare key differences of decision making process in B2B and B2C................................8
Different approaches to market research for understanding the decision-making process in
both B2C and B2B contexts...................................................................................................9
Evaluation of different factors that persuade the consumer's buying behaviour..................11
TASK 3..........................................................................................................................................11
Influence on marketers different stages of the decision-making process of B2C and B2B,
giving specific examples......................................................................................................11
Evaluation of Marketers influence on decision-making process with relevant methods and
models applied......................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERNCES:................................................................................................................................13
Books and Journals:..............................................................................................................13

INTRODUCTION
In today's business environment, customers' tastes and preference are change day by day
that becomes the problems for organisation. It becomes very typical for organisation that how
they can deal with the dynamic nature of business environment and consumers' behaviour. It is
very important that they should take a necessary corrective action in order to solve their issues. It
can be solved with the help of understanding consumer behaviour so that they can make their
products and services accordingly (Bordogna, Federo, and Mouawad, 2020). In this context,
Expat Explore Travel is the travelling company that gives best customer services to the travellers
with their cost effective products. Their headquarters is located in London, England. It is very
necessary for this company that they should identify and analyse the consumer behaviour so that
they can make their products as per the demands. This report shows the stages of consumer
decision making process when they plan their journey. It also covers the importance of map a
path so that marketers can make their strategies in order to promote their goods and services. It
also covers the difference between B2B and B2C.
MAIN BODY
TASK 1
Concept and analyse the stages of consumer decision making journey
Consumer decision making is the set of decision that taken by a consumer in order to
purchase something (Holienčinová,and et. al). It actually influences the purchasing behaviour of
consumers. It is very important for Expat Explore Travel that they should understand the factors
of influence the consumer behaviour. It is very necessary for an organisation that they should
identify all those factors such as social, cultural, psychological, etc. Expat Explore travel always
focuses on consumer decision. For example, they analyse the market with the help of market
research so that they can find the tastes and preferences of their potential buyer. There are types/
levels of consumer decision making are mentioned below:
 Limited problem solving: In this category person have already basic information about
their products so that's why they do not required basic information and they can search
extra or additional information (Chamboko, 2018). For example, in Expat Explore Travel
a person who wants to purchase a travel package so they already have knowledge about

the travelling sites. So that's why they need more information about their competitors
regarding price, facilities, etc.
 Extensive problem solving: In this decision making types customers get more and more
information for taking a decision that's why it is termed as extensive problems solving. It
need when they take a important decision such as they decide for foreign country tour
packages, hotels, etc.
 Routinised response behaviour: These are day to day decision that needs no
information and they can take decision on the regular basis.
Views of Consumer Decision Making
There are many types of views that taken by a consumer in the decision making process
which is mentioned below:
 A cognitive view is refers to the view in which a consumer can take decision only
because they like a particular brand. For example, they take a decision for Expat Explore
travel because they like that brand.
 An emotional view is concerned with the attachments that a consumer feels from a
particular brand without taking any information.
 An economic view is the perception in which a consumer can take decision after seeing
the price and value of the products (Kiraithe, 2020).
 A passive view is concerned with irrational behaviour that taken by a person.
Stages of consumer decision making
There are total 5 stages of consumer decision making are mentioned below:
Need recognition
It is the first stage in which Expat Explore Travel need to recognise the problem of
consumer. A consumer can identify the state in which they can feel satisfaction. They identify
that why they feel unsatisfied. That because of any unfulfilled needs.
Search for information
In this stage a consumer need to identify the products that can assist in satisfied their
need. For that purpose they search a information that their products can according to their
expectation in terms of price, ease to use, etc.
Evaluation of alternatives