Decision-Making in B2B and B2C: A Coca-Cola Consumer Behavior Analysis

This report delves into the contrasting decision-making processes between Business-to-Business (B2B) and Business-to-Consumer (B2C) models, using Coca-Cola as a central example. It highlights that B2B transactions involve commercial interactions between business entities, focusing on long-term relationships, rational needs-based purchasing, and personalized marketing. Conversely, B2C transactions occur directly between a business and the final consumer, characterized by shorter relationships, emotion-driven purchasing decisions, and broad-reaching content marketing strategies. The report also touches upon market research approaches relevant to both B2B and B2C contexts, emphasizing the importance of logical arguments and data-driven insights for B2B, while highlighting the role of customer perception and emotional connection in B2C. Ultimately, the analysis aims to provide a comprehensive understanding of how Coca-Cola navigates these different approaches to optimize its market presence and consumer engagement.

Consumer Behavior
and Insight
TASK-3

Coca-Cola

P3: The key difference between decision-making
process in B2B and B2C with examples
Some difference between decision-making process of B2B and B2C
are as follows-:
 In business to business a commercial transaction takes place
between business organization such as between supplier and
manufacture , manufacture and wholesaler etc.
 However in B2C between business and the final customer the
transaction takes place .To end users the goods are sold and the
services is rendered by the company.

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 In B2B, the business entities is customer whereas in B2C the
consumer is a customer.
 The decisions in B2B is made keeping in mind that business
relationships last for long period .In comparison, with B2C , for
short duration of time the relationship between buyer and seller
lasts.

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 In the B2B business model, between two companies business is
done .However on other hand, in B2C business model the good
are sold directly to the final customers.
 In B2B the business are oriented towards making good personal
relationship with other party to the transaction, as the target
market size is not so large and their goals is to make customer
from prospects. In B2C the target market is very large and there
are millions of customers .

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 The decisions to purchase in B2B sales is driven by needs and
budgets. The decision that are made are very rationalization B2C
on the basis of wants than need or a budget the decisions are been
made.
 More product driven decision are been made in B2C. While in
B2B purchase decisions are relationship driven.

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 The decisions to purchase in B2B sales is driven by needs and
budgets. The decision that are made are very rationalization B2C
on the basis of wants than need or a budget the decisions are been
made.
 More product driven decision are been made in B2C. While in
B2B purchase decisions are relationship driven.

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 For an instance in Coco Cola industry the different materials that
are needed to develop Coca- Cola Vanilla to develop it into a
final product is manufactured by different companies and is sold
directly to manufacturer of this company.

P4: The different approaches to market research
Marketing to B2B
 The focus of marketing on B2B is on the logic of product.
 The features of product are been focused.
 In the purchasing decision no personal emotions are there.
 The buyers of B2B tend to be more logical and the detailed
decision -making criteria is been used by them.

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 The fear of wrong decision influxes the decisions tat are made by
B2B. The brands that convey integrity, trust and quality are more
important for B2B buyer .
 The marketing messages in B2B are communicated more in
person .
 In a company like coca-Cola the work of market researcher is vert
complex.
 Through a logical argument , financial scrutiny and data the
business to business market is required to substantiate.
 The logic , financial benefits and based on strong data the
decisions are been made in B2B.

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Marketing to B2C
 The customer is the only person who decides to purchase a
products. For an instance in order to buy the products of Coca
Cola company, the decision will be made by the customer only.
 In B2C the market research keep in mind the perception of
customers about the current range of Coca- Cola products.
 Based on emotions the purchasing is made by buyer of B2C.
 In order to demonstrate status they buy things based-on quality
or comfort.

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 The content -marketing works for B2C.
 In the form of content -based advertising across social media and
search and blog posts the content will be made available.
 In B2C the loyalty is also essential.
 The message that need to be given to customers by the product
need to be simple and should be easily understood by them.
 For an instance considering the product of coco-coal company –
Coca- Coal vanilla that is been manufacture by this company.