Consumer Behaviour and Decision Making Process in B2B and B2C

Unit 37 consumer behaviour and
insight

Table of Contents
INTRODUCTION................................................................................................................................
LO 1......................................................................................................................................................
P1 Stages of the consumer decision making................................................................................3
P2 importance in order to understand consumer decisions making process................................5
LO 2......................................................................................................................................................
P3 Compare and contract key difference in decision making process of B2B and B2C.............6
P4 Difference approaches of market research.............................................................................7
LO 3......................................................................................................................................................
P5 How marketer can influence different stages of decision making process in B2B and B2C. 8
CONCLUSION....................................................................................................................................
REFERENCES...................................................................................................................................

INTRODUCTION
Consumer behaviour refers to studying process which they follow in order to choose a
product or service. there are various factors which influence consumer behaviour such as
cultural, social, etc. it is important for companies to understand it so that accordingly service is
delivered and changes are made in it. with that they are able to identify attitude of consumer
buying. Qbic hotel is a small hotel which operate in London. First hotel opened in WTC in
Amsterdam while second in year 2013 as Qbic London Cit within Whitechapel London. The
rooms design within Qbic hotel resembles form capsule hotel but also they have same size of the
room as regular hotels. The room of hotel have a modular concept as instead of standard room as
each room contains a cubic, as known as cube shaped furniture where all the elements regarding
hotel are included.. The report will lay focuses on stages of the consumer decision making,
importance in order to understand consumer decisions making process. Also, it will describe
difference in decision making process in B2B and B2C and several approaches to market
research methods. At last how marketers influence decision making process both in B2B and
B2C (Reinhold, Zach. and Krizaj, 2017).
LO 1
P1 Stages of the consumer decision making
A consumer takes a decision in effective way in order to buy a product. The decision
take needs to be accurate so that needs are fulfilled. However, before taking it there are certain
stages which has to be followed in it. the stages are necessary to follow as it helps in searching
of info and gathering it. Alongside, every consumer has to go through this process to take
decision. Thus, the stages are defined as below :
Problem recognition- It is the first and foremost stage in the consumer decision making
process through which costumer know about their requirements that they need to fulfil. Here in
this stage buyers or consumers realise that what they needed in order to satisfy the problem.
Such as when to travel , first foremost problem is that came in mind that about the destination.
As this problem focuses on the aware to require to book hotel (Sharma. and Nayak, 2018).
Therefore within case Qbic hotel can gives an effective solution to their consumers through
providing them various range of hotels.
Search process- It is the second stage within consumer decision making process where identify
the needs of customers in order to search for several products as well as services that will surely