Consumer Behaviour: B2B, B2C, and Digital Audience Report

This report delves into the multifaceted realm of consumer behaviour, offering a comprehensive analysis of the differences between B2B and B2C decision-making processes. It begins by contrasting the approaches, highlighting the distinct characteristics of each. The report then explores the role of market research in both contexts, underscoring how Unicorn Grocery, the chosen organization, can leverage these insights. Furthermore, it examines the impact of personality, self-motivation, and consumer perception on the decision-making process, providing examples of how these factors influence choices. The report also investigates behavioural and cognitive approaches to consumer learning, outlining the mechanisms that drive consumer understanding and adaptation. Additionally, it discusses the cultural and economic factors that shape consumer behaviour, emphasizing the need for organizations to adapt to these influences. Finally, the report evaluates the use of digital audience research and social media development for understanding consumer behaviour, concluding with the importance of understanding consumer behaviour for achieving organizational goals.

CONSUMER
BEHAVIOUR AND
INSIGHT

Table of Contents
INTRODUCTION...........................................................................................................................1
Compare and contrast the difference between B2C and B2B decision-making process............1
Difference of market research between B2B and B2C...............................................................2
Personality, self motivation and customer perception influence the decision-making process.. 2
Behavioural and cognitive approach to consumer learning........................................................3
Culture and other factors affecting consumer behaviour............................................................4
Organisations use an understanding of buyer behaviour to influence the decision-making
process of B2B and B2C.............................................................................................................4
Evaluate use of digital audience research development for understanding consumer behaviour.
.....................................................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
.........................................................................................................................................................6

INTRODUCTION
Consumer behaviour is the continuous process of evaluating the nature of humans which
generally change because of the trends of the market. Consumer behaviour is also related with
the utilization process of good and services in the systematic manner. The organisation chosen in
this report is Unicorn Grocery which is a small size organisation which deals in various grocery
products. This report will cover the major difference between the decision-making process of
B2C and B2B(Calder,Isaac and Malthouse, 2016). It will also cover the various development
programmes which can be used to influence the behaviour of consumers.
Compare and contrast the difference between B2C and B2B decision-making process.
The major objective of every business organisation in the market is to attract more and
more customers for increasing the profitability. So many organisations focus on using B2B
method for large business organisations and B2C for small organisations. The major difference
between B2B and B2C is mentioned below-
Basis B2B B2C
Buying decision This type of sale generally
requires proper analysis, sellers
assistance and the availability
of product. As with the help of
these better buying decisions
are made.
It is not a time consuming
process because the decision-
making process is done by the
individual. So in this less
rationality is required.
Marketing strategy decision Mass media is generally not
required for creating the
publicity, but it requires some
personal contact with the sales
department.
Mass media and social media
is required in this because it
helps in creating better relation
with the B2C.
Decision for market size It is generally related with
small market size.
It is concerned with large
market size.

Identifying needs Identification of need is done
for planning better and
effective strategies in the
systematic manner.
Better influence on the
customers can be done by
using various advertisement
and marketing techniques.
Difference of market research between B2B and B2C.
In B2C the transactions are carried out between organisations and their customers and in
B2B activities are performed between various organisations. So the market research for B2B
and B2C will also be different.
B2B Market research
In this process proper information is gathered by conducting the survey and also by
gathering samples form the different participants. These types of organisations generally buy the
goods and services for its own use(De Mooij and Hofstede, 2011). The market research in this is
carried out with the motive of analysing the requirements of the market and the cost which will
be acquired by the consumers. Unicorn Grocery can use B2B for gathering data related to the
consumers and market situations. With the help of this various opportunities can also be analysed
so that new ways can be introduced for reducing the threats of Unicorn Grocery.
B2C market research
In this the market research is done by taking help from the potential customers. As in this
the conclusion for the market research is done by considering the views of customers regarding
the products of the organisation. Unicorn Grocery can perform this research by collecting
information from the customers. This will help the management of the organisation in making
better plans for increasing the satisfaction level of the customers. As with the help of this type of
market research recent trends can be known in the best possible manner(De Mooij, 2010).

Personality, self motivation and customer perception influence the decision-making process.
Personality, self motivation and customer perception have various impact which are
discussed below-
Personality- The major focus of the organisation is to know exact needs and demands of
their customers. So that better plans for providing the goods and services can be made. The
personality of the customers are basically of two types which are openness and agreeableness. In
openness individuals is attracted towards main feature of the product. In agreeableness the
personality of the customer largely depend upon their experience. For Example- if the experience
of the customers is good than their level of satisfaction will be directly increased.
Perception of the consumers- The perception of the consumers is different from one
individual to another and their method for collecting the information is also different. Perception
of the individuals can have positive or negative impact on the decision-making. There perception
directly depends upon the needs and wants. For example- perception of one individual can be to
get fresh vegetables. While the perception of other individual can be to get grocery at minimum
possible cost(Delafrooz, Taleghani and Nouri, 2014).
Self motivation- In this the customer get motivated to buy the product after collecting
relevant information about the product and services of the organisation. If the motivation level of
the individual is good than it will directly help in enhancing the decision-making process.
Behavioural and cognitive approach to consumer learning
Consumer learning is the continuous process of collecting information regarding the
product and services which are present in the market. Consumer learning approach is discussed
below-
Behavioural approach- This type of approach is concerned with the behaviour of the
consumers. As per this approach the behaviour of the consumers can be changed according to the
situation. It is further divided into two broad categories which are discussed below-
 Classical conditioning- In this different stimuli can be correlated for enhancing the
learning process. This is done with the motive of calculating various outcomes because if
one stimuli in the market in not available than other can be taken into consideration.
 Instrumental conditioning- In the relationship between stimulus and its response is
taken into consideration. As per this theory conclusions can be made by using trial and

error method. With the help of this theory customer learning can be improved in the best
possible manner(Inoue and Kent, 2014).
Cognitive approach- As per this approach consumer learning in the complex process
because it consist of various activities and plans. Cognitive approach focus on increasing the
motivation level so that desirable outcome are drawn out.
Culture and other factors affecting consumer behaviour.
Consumer behaviour is the change in the preferences of the individuals which affects the
working structure. The major factors which impact the consumer behaviour are discussed below-
Cultural factors- This factor is concerned with values and beliefs of a particular area
which directly results in changing the behaviour of consumer. Impact of this factor can be
positive or negative.
Social factor- These are concerned with income level and living standard of the
individual. In this type of factor a group of individuals are taken into consideration because this
affect overall behaviour of consumers(Otnes and Zayer, 2012).
Economical factor- These are concerned with the interest rate and other polices which
can either directly or indirectly affect the behaviour of the consumer. This is because economical
factor can have positive or negative impact on the buying decision of the individual.
Organisations use an understanding of buyer behaviour to influence the decision-making process
of B2B and B2C.
The decision-making process can be influenced by consumer or organisation. This is
because they have similar purchasing behaviour. It is very much essential for the organisation to
properly analyse the behaviour. So that activities and operations are performed in the effective
and efficient manner.
Buying process of consumer- This is concerned with evaluating the conditions of
market. The major focus of this is to know the buying behaviour of individual which can
directly affect the working structure of the organisation. Due to this sale and profitability of the
organisation will also be affected. So it is necessary for Unicorn Grocery to analyse the buying
process in the systematic manner.
Product specification analysis- organisations generally have proper procedure for
buying the products because they know what to buy and how to buy so that need is satisfied.

Organisation analyse the market and than decides the plans and actions as per their requirements
for the future and present.
Evaluate use of digital audience research development for understanding consumer behaviour.
It is very much essential for the organisation to know the impact and influence of digital
audience. As if this is known than the organisation will be successful in taking better decisions
so that behaviour of the consumer can be known in the best possible manner. With the help og
digital audience Unicorn Grocery will be able to improve the negative behaviour of its customers
(Podnar, 2013). Various types of social media development are discussed below-
Social media- This platform is used to make the consumers aware about their products
and services. As with the help of this platform organisation can encourage the customers to buy
their product. Social media can also help Unicorn Grocery in improving and enhancing their
quality of the product because feedbacks from the customers can be easily collected.
Website of company- With the help of this platform Unicorn Grocery can deliver
appropriate information to its potential customers regarding their products. Opinion of consumer
can be easily influenced. So it is very much essential for the organisation make attractive
website.
CONCLUSION
From the above given report it has been concluded that major motive of the organisations
is to earn more and more profit. B2B and B2C generally plays a vital role in affecting the
behaviour of its potential customers. The views and ideas of the customers can be easily known
by implementing various strategies and polices in the appropriate manner. If the organisation is
successful in improving the behaviour of its consumers than long and short term goals can be
attained in the best possible manner.

REFERENCES
Books and journals
Calder, B. J., Isaac, M. S. and Malthouse, E. C., 2016. How to capture consumer experiences: A
context-specific approach to measuring engagement: Predicting consumer behavior
across qualitatively different experiences. Journal of Advertising Research. 56(1).
pp.39-52.
De Mooij, M. and Hofstede, G., 2011. Cross-cultural consumer behavior: A review of research
findings. Journal of International Consumer Marketing. 23(3-4). pp.181-192.
De Mooij, M., 2010. Consumer behavior and culture: Consequences for global marketing and
advertising. Sage.
Delafrooz, N., Taleghani, M. and Nouri, B., 2014. Effect of green marketing on consumer
purchase behavior. QScience Connect, p.5.
Inoue, Y. and Kent, A., 2014. A conceptual framework for understanding the effects of corporate
social marketing on consumer behavior. Journal of business ethics. 121(4). pp.621-633.
Otnes, C.C. and Zayer, L.T. Eds., 2012. Gender, culture, and consumer behavior. Taylor &
Francis.
Tuškej, U., Golob, U. and Podnar, K., 2013. The role of consumer–brand identification in
building brand relationships. Journal of business research. 66(1). pp.53-59.