HNBS 337: Consumer Behaviour - Comparative Analysis of B2B & B2C

This report provides a comprehensive analysis of the consumer decision-making process in both Business-to-Business (B2B) and Business-to-Consumer (B2C) contexts. It examines the stages of consumer decision-making, highlighting the importance for marketers to understand and map the consumer purchase journey. The report contrasts the key differences and similarities in decision-making processes between B2B and B2C, using examples such as Tesco's beauty product offerings and Amazon's B2B operations. Furthermore, it evaluates various market research approaches and methodologies used to understand decision-making in these segments, including environmental scanning, customer interviews, focus groups, and primary/secondary data collection. The report concludes by assessing how marketers influence different stages of the decision-making process in both B2B and B2C environments, emphasizing the role of customer satisfaction and trust.