HNBS 337 Consumer Behaviour: B2C & B2B Decision-Making Process

This case study provides an in-depth analysis of consumer decision-making processes in both B2C and B2B contexts. It begins by outlining the stages of consumer decision-making, including problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation, using the example of personal care products. The report emphasizes the importance of marketers understanding and mapping the consumer journey to effectively influence purchasing decisions. It then compares and contrasts the key differences between B2C and B2B decision-making, highlighting variations in rationale, sales approaches, and the role of customer satisfaction. Furthermore, the study evaluates different market research approaches and methods used to understand decision-making in both sectors, such as studying the B2C environment, interviewing consumers, conducting focus groups, and gathering quantitative and qualitative data in B2B. Finally, it assesses how marketers influence different stages of the decision-making process through advertising, emotional engagement, trendsetting in B2C, and prioritizing reviews, addressing pain points, and leveraging social media in B2B. This document is available on Desklib, where students can find a wealth of study resources and solved assignments.

CONSUMER BEHAVIOUR
AND INSIGHTS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Explaining the ways in which stages of consumer decision making for given product..............3
Important for marketers to map a path to purchase and understand consumer decision-making4
Comparing and contrasting the key differences of the decision-making process in the context
of B2C and B2B along with providing examples........................................................................5
Evaluating the different approaches to market research and methods of the research used for
understanding the decision-making process in both B2C and B2B ............................................6
Evaluating how marketers influence the different stages of the decision-making process of
B2C and B2B...............................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
This report will evaluate stages of consumer decision making journey for provided
product or service. It will also discuss the importance for marketers to make the path to purchase
as well as understand about consumer decision making. Apart from this it will compare and
contrast the major differences of decision making process in context of B2B and B2C with the
help of specific examples. Also, the different approaches for market research and method of
them will be used for understanding decision making process in the segments of B2C and B2B.
At the end of this report it would be providing with influence of marketers on several stage of
decision-making for the same segment.
MAIN BODY
Explaining the ways in which stages of consumer decision making for given product
The consumer decision-making process involves with different type of steps such as
follows:
Problem recognition -
This is the first step of consumer decision-making which is related to recognize the need
for product and service in this process (Szmigin and Piacentini, 2018). In context to personal
care customer can identify related to their decision as well as they can identify the requirement of
personal care products such as if women have face the problem regarding dry skin, she can be
looking moisture cream offer by Unilever. As well as in this customer can be influence by
providing them advertisement in Television.
Information search-
This is the second stage in which customer identify regarding the which king of product
they want as well they focus on searching wide range of brand which help them to buy or
compare product’s factor and its need. There are some customers who are looking for funnel and
plan that are related to different type of content. Also, in this process there are some process
which related to work by trustworthy source of knowledge and information.
Alternative evaluation-
This is the third stage of the in this process consumer are ready for decide as well as they
can make perspective buyers in order to develop criteria for want the product or not. Also, they
are also looking for alternative solution which is related to needs in product. Some prospectives

are on the basis of addition product benefits, product availability or something as personal liking
colour or size. For example, the customer compare with few brands such as lotus, dove, Vaseline
in orders to get the best moisturiser. Also, they are ready to buy the best product with low price.
Purchase decision-
In this process customer are ready for waiting to buy the product in order to gather all the
information as well as they can identify better customer review and then make the logical
conclusion accordingly in context to purchase the best product. Further, in this process customer
can be looking for the other and better quality of product with the help of ask their friends and
family.
Post purchase evaluation-
In this process consumer can making part of decision-making process that involve
reflection in order to ask consumer and the seller (Wohlfeil, 2018). In this process looking for is
there need identified or meet. Also, this is help consumer in order to be happy.
Important for marketers to map a path to purchase and understand consumer decision-making
Consumer mapping journey is also known as journey mapping it states that process of
seeking to customer perspectives is done through mapping process. It helps to identify the visual
mapping for consumer insights and form interactions with brand. For marketers of organization it
is essential to step into customers brief aspects and see their business operations from customer
point of view. Specifically, the behaviour of consumer is the driving factor which is behind their
motivation of buying goods. For a marketer it becomes quite significant to know exactly which
drivers are behind consumer decision-making so can guide their marketing efforts. Mapping of
path helps to trace the areas which are behind such decision-making. In the modern age of
business organizations are supposed to drive their marketing efforts in the most lucrative way,
since the only way to be sustained in this competitive age is to have well-structured marketing
plan.
For fulfilment this aim, the sole way is to know the customers and their behaviour. The
customers are also having their dynamic approaches of making buy, if it is well-known that with
the progress of time and development of different realm they are also getting hyper.
Organizations like Unilever which is offering personal care products, in this line of products the
customers are quite selective and their individuality factor becomes mammoth driving factor.

With this regard, mapping of consumer decision-making paves way to foresee their approach and
channelizing marketing efforts in more helpful way (Lubowiecki-Vikuk, Dąbrowska and
Machnik, 2021). This is one of the significant reason that marketers map the path.
Comparing and contrasting the key differences of the decision-making process in the context of
B2C and B2B along with providing examples
B2B refers to the business to business process in which transaction takes place among
businesses. B2C refers to business to consumer in which the transaction takes place among the
business and consumers (Rėklaitis and Pilelienė, 2019). The B2B and B2C both the business
effectively focuses over the decision-making process as it leads to attract the large number of
consumers. However, there are some similarities and differences in the procedure that is being
used by B2B and B2C for understanding the decision making process and those are-
Key differences Key similarities
 In B2B the decision for buying the
product or service is concerned with the
commercial process. Therefore, the sale
requires the complete rationale
analysis. Whereas, In B2C the sell is
less rationale and based on the impulse.
 For example- Unilever is B2C, Buyer
of Unilever analyse the proper reason
behind purchasing of the personal care
products. The consumers verify
numerous products and after analysing
the major benefits the final selection of
the product is being done. Thus, in this
manner decision has been made
(Iankova et.al. 2019).
 Whereas, B2B decision making process
is time consuming as the products is
sell to another business. For example-
Amazon is B2B, Amazon focus on the
 Customers in both B2B and B2C are
highly knowledgeable and solves
alternatives before coming over buying
decision.
 The decision making process in both
contexts are linked with the satisfaction
level of customers (Pidada, 2020).
 For example- Unilever is B2C in which
customers goes through different stages
of decision making process and finally
takes the decision. This process is
aligned with the satisfaction level of
customers. Same has happened in B2B
context. The decision making is
performed for getting the satisfaction.
 In order to influence the decision
making process of consumers in both
B2B and B2C, it is highly required that
business needs to build trust in the

demand of its customers and on the
basis of that decision has been made in
terms of buying product from other
business.
customers as the level of trust influence
the decision making process in positive
manner.
Table 1Comparing and contrasting decision making process in context of B2B and B2C
Evaluating the different approaches to market research and methods of the research used for
understanding the decision-making process in both B2C and B2B
There are different approaches for the market research has been adopted for understanding the
decision making process in B2B and B2C as without having the knowledge in regards to
decision making process the appropriate actions cannot be taken. Here is the description of the
different approaches for market research and method in understanding decision making process
in B2C and B2B.
Market research and methods for research used in understanding the decision-making
process in B2C
Studying B2C environment- The research is mainly done by studying and analysing the B2C
market. This can be done with the help of studying analytical tools. The preferences of the
consumers are being known by the business and on the basis of that action has been taken for
influencing the customer decision (Silva, Duarte and Almeida, 2020). Unilever has adopted the
same technique and environment is being studied that guides business to know about the major
factors that can impacts the decision making process.
Interviewing consumers- The interview of the consumers have been taken and their perception
has been known that helps in understanding the major elements behind making purchasing
decision.
Focus group- This is one of the best research method that has been often used by the Unilever.
In this the focus group of the consumers have been made and discussion regarding a specific
topic has been done. This helps in knowing the all over procedure of decision making that
impacts at each stage of the consumer decision making process. With the help of this Unilever
has effectively assured focus over understanding the decision making process of consumers
(Saura, Ribeiro-Soriano and Palacios-Marqués, 2021).

Market research and methods of research used in order to understand the decision-making
process in B2B
Gathering quantitative and qualitative data- In B2B the ratio of numerical and theoretical
extent has been gathered that helps in understanding the what customers are looking for and on
the basis of that the actions has been taken in the business (Pandey and Mookerjee, 2018).
Customer observation- This is another research method that has been used by B2B business. In
this customer observation have been done that helps in observing the customer perception in
regards to make purchasing. The observation has been mainly performed at the online platform
within analysing the sales made by customers over a particular product or services.
Evaluating how marketers influence the different stages of the decision-making process of B2C
and B2B
The marketers in both B2B and B2C uses the various techniques in terms of attracting the
customers towards the products and services of the business and for influencing their decision
making process. Marketer plays crucial role in influencing customer purchasing decision as they
use the marketing techniques that can lead to grab the attention of customers. In order to
understand this concept with clearance, here is the proper description of the techniques used by
marketers for influencing different stages of decision making process.
In B2C, marketers use never-ending advertising, performs emotional engagement, uses
trendsetting. The consistent advertisement of the products and services has been done by
Unilever that helps in influencing the customers and impacts their purchasing power as well. The
organizations often make emotional engagement with customers (Zhang and Du, 2020).The
marketers of Unilever establish the camps in which the interaction with the customers is being
made and influence over them has been performed. Trendsetting is one of the effective technique
that has been used by the marketers of Unilever. In this, the trend which is highly followed over
social media has been approached by the marketers and same trend is followed by the company
that helps in attracting the customers and influencing their decision.
The B2B marketers such as- marketers of Amazon leads to influence the consumer
decision making process within using the techniques that includes- prioritizing reviews,
researching the pain points of customers and effectively using social media. The pain points of
the customers have been analysed and on the basis of that, the effective understanding with the
customers has been influenced (Boyce and Mano, 2018). Also, feedbacks of the customers have

been taken in consideration within prioritizing their reviews. Social media platform has been
effectively used in order to understand the perception of the customers. Thus, over-all focus has
been made in understanding the aspects of customer and on the basis of this stages of decision
making process has been influenced.
CONCLUSION
From the above report it has been concluded that, Consumer decision -making process
plays vital role in purchasing of products and services. The purchasing decision of the consumers
goes from numerous stage and finally the purchase has been made. Therefore, it is highly
important for business to understand the decision making process. Along with this, the report has
shown that B2C and B2B both are concerned with the different decision making process.
Marketers of B2B and B2C used different approaches in terms of understanding the decision
making process. The marketers play vital role in influencing the decision making process of the
consumers.

REFERENCES
Books and journals
Boyce, W.S. and Mano, H., 2018. An inquiry into the supplier selection decision from the
business-to-consumer (B2C) perspective. Journal of Business & Industrial Marketing.
Iankova et.al. 2019. A comparison of social media marketing between B2B, B2C and mixed
business models. Industrial Marketing Management. 81. pp.169-179.
Lubowiecki-Vikuk, A., Dąbrowska, A. and Machnik, A., 2021. Responsible consumer and
lifestyle: Sustainability insights. Sustainable production and consumption. 25. pp.91-
101.
Pandey, S.K. and Mookerjee, A., 2018. Assessing the role of emotions in B2B decision making:
an exploratory study. Journal of Indian Business Research.
Pidada, I.A.I., 2020. The Effectiveness of Online Marketing Trends: B2B and B2C
Application. Jurnal Ilmiah Manajemen dan Bisnis. 5(1). pp.90-98.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Organizacijø Vadyba: Sisteminiai Tyrimai. (81). pp.73-86.
Saura, J.R., Ribeiro-Soriano, D. and Palacios-Marqués, D., 2021. Setting B2B digital marketing
in artificial intelligence-based CRMs: A review and directions for future
research. Industrial Marketing Management. 98. pp.161-178.
Silva, S.C., Duarte, P.A.O. and Almeida, S.R., 2020. How companies evaluate the ROI of social
media marketing programmes: insights from B2B and B2C. Journal of Business &
Industrial Marketing. 35(12). pp.2097-2110.
Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford University Press.
Wohlfeil, M., 2018. Celebrity fans and their consumer behaviour: Autoethnographic insights into
the life of a fan. Routledge.
Zhang, J. and Du, M., 2020. Utilization and effectiveness of social media message strategy: how
B2B brands differ from B2C brands. Journal of Business & Industrial Marketing. 35(4).
pp.721-740.
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