Consumer Behavior and Insights: Decision Making in B2C and B2B

This report analyzes consumer behavior, focusing on the decision-making processes of consumers and the path to purchase. It clarifies the different stages of consumer decision-making for products and services, highlighting the importance of understanding this process for marketers. The report examines the differences between B2C and B2B decision-making processes, providing specific examples, and explores various approaches to market research in both contexts. It further discusses how market players can influence the decision-making stages in both B2C and B2B environments. The report emphasizes the significance of understanding consumer behavior for effective marketing strategies, including consumer differentiation, competitive advantage, product innovation, improved customer service, and predicting market trends. The report concludes with a summary of the key findings and their implications for marketing practices.

Consumer behavior and
Insights

Table of Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1. Clarification of different phase of decision making process of consumer for product as well service
.................................................................................................................................................................3
P2. Explanation of importance path of purchase and consumer decision makis for marketers................5
TASK 2.......................................................................................................................................................6
P3. Examination of differences of process of decision-making of B2C as well as B2B with specific
example...................................................................................................................................................6
P4. Different approaches to market research process of decision-making in both B2C as well as B2B...7
TASK 5.......................................................................................................................................................8
P5. How market players can impact on various stages of process of decision making in B2C and B2B,
.................................................................................................................................................................8
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................11

INTRODUCTION
Consumer behaviours is an important aspect for any organisation as study of consumer
behaviour provide various benefits to an organization (Ajzen, 2018). It helps them to understand
needs and wants of their customers. It also helps them to understand how customers is selecting
and buying a products and firm can put their efforts in that direction in order to sale their
products to their customers. It helps them to put marketing efforts of business which attract
customers base to their offering and helps them to increase loyalty of their customers. Consumer
behaviour helps enterprise to provide effective customers service to their customers which
provide them competitive advantage market place. This project report includes study of
organisation of Crowd which is a UK based marketing organisation. This project report includes
understanding of decision-making path of customers and their decision making process. It also
includes understanding of influence B2B as well as B2C on process of decision making and
marketer’s influence on various stages of process of decision making.
MAIN BODY
TASK 1
P1. Clarification of different phase of decision making process of consumer for product as well
service
Consumer decision making refers to process in which customers made decision by
considering various aspect which of products and service they want to purchase. This profess
include different fiche stages which include awareness, research, section, final purchase and
feedback. Consumers of organisation of Crowd considering some of stages while purchasing
products and service of company and these are as follows:
 Need recognition: In this Stage of consumer decision making, customers feel need of a
product or service. This need awareness create wants in a person to buy product and
service and this wants helps them to recognise their needs and allow them search for
information to buy products and service (Bajčić, 2017). Business can influence their

customers at this stage as they felt need of product and business can attract them towards
their offering with marketing efforts. Organisation can increase brands awareness as well
as brand recognition with marketing of their product which increase trust of their
customers on company. In this, focus of business is to make them feel that they have
problem which can be solve by only their enterprise.
 Search of information: In this stage, customers are researching for good options
available in marketing (Burke, Eckert, and Sethi, 2020). They are researching information
in internal and external factors as well as their previous experience also include at this
stage. Customer can search information through online resources and google. Enterprise
can provide information needed by customers which helps them to increase possibility of
buying their products. In this, all efforts of business are to make themselves as source of
information. Positive work of mouth also a source of information for customers as they
influence with others opinion related to products and service.
 Evaluation of alternate available: In this stage of customer decision making process,
customers have developed specification of their products. In this, customers only need to
compare their alternative to select one alternative (Benamara, Taboada and Mathieu,
2017). These alternatives include low prices, product availability, extra benefits, some
personal attribute like colour preference, style option. At this point, marketing efforts of
business is devoted in order to convince their customers that products offered by their
enterprise is better than among available alternatives.
 Purchase decision: At this step, customers is making final purchase after gathering all
facts and information as well as feedback of other customers. These aspects help
customers to make logical decision related to purchase. IF business has devoted their
efforts in right place than customers has recognised their proacts as best option.
 Post purchase evaluation: In this stage of consumer decision making process, it
includes reflection of seller as well as their customers. Its duty of business to ensure that
customers has meet their need of products and service. They also ensure Customers are
happy with their purchase and continue to engage with then in nurture. This can be done
by taking follow ups emails and discount coupons.

P2. Explanation of importance path of purchase and consumer decision makis for marketers
Studying consumer decision making process and their path of purchase helps business to
understand preferences of customers (Golob and Kronegger, 2019). These also helps them to
understand which things of products are most attract customers and which are not. This also
provide information if aspect which customers take into consideration which buying a product as
well as service. Some of reason which make it important for organisation to understand
consumer decision making process are as follows:
 Consumer differentiation: Consumer decision making helps business in differentiating
their customers on different aspects. This helps business to put customer with similar
habits in one group. This helps organisation to better serve their customers and satisfying
their needs. Customers are differentiated on different aspect which include demographics.
Each group of customers are having similar needs and wants which are different from
other group. Consumer decision main helps business in thus process as it helps them to
differentiate consumers and design different marketing campaign for them.
 Competition: Understanding consumer decision making and consumer behaviour helps
business to remain competitive in market. This study include is their customers is buying
products of their competitors, reason behind purchasing form competitors, which feature
attract them and identified difference of products of company to competitors by
customers (Jaeger and Porcherot, 2017). This study of consumers behaviour and
consumer decision making helps enterprise to understand competition and also provide
competitive advantage to organisation.
 Innovate new products: New products and new ideas are not always successful in
market place and fails in market. This is because company fails to understand needs and
wants of their customers. Understanding consumer decision making helps organisation
develop new and innovative product as per requirement of customers. Efforts are put by
enterprise in order to improve success of new product as well as new idea in market. This
can be done by understanding of consumer decision making.
 Improve customers service: Customers does not only expect good quality predict but
they also want good customers service. To improve their customer service, business need
to understand their customers which can be done with differentiation. This differentiation

helps managers of organisation to understand need of particular group of customers and
helps to develop service as per their needs and wants. It helps business to provide
competitive advantage in market and also serving their needs effectively.
 Predicting market trend: Consumer decision making and consumer behaviour helps to
analyse organisation to understand marketing trend. For instance, now a days there is
increase awareness in customers related to health food and environment friendly products
(Patel, Gadhavi and Shukla, 2017). These changes help business to make modification in
their products and helps to satisfied those needs of their customers. By studying
consumer behaviour, enterprise can save resources which can be used for products of
products that are not be sold in marketing as customers has changes their preferences.
This helps to saves cost of business, resources as well as efforts.
TASK 2
P3. Examination of differences of process of decision-making of B2C as well as B2B with
specific example
There is various difference between B22B and B2C decision making process. These differences
of press in both types are as follows:
B2B: Consumer decision making process in business to business take place for
commercial purpose as selling proves in this takes more time and require rational analysis as
well as assistance of seller. In this decision, organisation involved many aspects of business
(Pinu, 2018). This type of business buying process does not require mass media as contact
between both parties helps to build relation with customers. Size of market of this business is
usually small and selected. In this type of business, price is work in different ways as prices are
offered as per business needs and future cooperation. Business are maintaining long term relation
with another business and maintain their partnership. Stages of buying in this include recognition
of needs and identification of searching option, second stage in this include comparing different
options available to them and defining requirement of products. In next stage business select
supplier among available in market and justify their decision. For instance, business of one
company can buy product of other company and sold them in market.

B2C: This type of consumer purchasing process is less rational as we as impulse. This
type of consumer decision making process requires less time and less individual to be involved
in decision making process (Prebensen, Chen and Uysal, eds., 2018). This type of purchase
process includes use of mass media as well as other marketing tool for communication purpose.
In this business has large market share which is disperse geographically. In this type of
marketing, consumers are paying same prices for their products and service and organisation are
offering coupons and discounts for their loyal customers. In this, customers only maintain short
term relationship with organisation. In this process, customer first recognise need and identify
alternatives. After that they select and made purchase decision. Last stage in this include post
purchase efforts which are important for business for future purchase. For instance, customers
buying designer garment in market as it is designer garment, they decision making process
follow these five stages.
P4. Different approaches to market research process of decision-making in both B2C as well as
B2B.
Customer relationship: It should always focus that maintain their personal relationships
are deriving for long term business and it should also determine buying a cycle which is essential
(Roslin, 2017). B2B business are generate leads and some of importance are referral firm and
developing their relationships can make their break of business.
Establish transactional relationship: The main purpose of B2C is to push their
consumers and maintain products on client or firm websites. Customer needs are need to be
accomplished with perfect experiences. This firm has value efficiency and minimizes their
amount which ahs to spend on consumers that will ultimately reach their goals to become
extremely transactional. B2B business is obscured about high quality of products and positive
reviews are should be determined.
Branding: If B2B focus on build their relationships more than B2C world then this branding
begin with reliability to make their presentation proper a delivering their products or services in
proper manner. It should be being able to recognize that where they can meet their position in
market and generate their personality through their branding it should increase their brand
awareness.

B2C prioritize their message which is crucial because all marketers are allows precisely to
deliver their message to create their loyalty with customers and confirm emotionally connect
with various customers and motivate buyer to buy.
Decisions making process: It is one another place where they can appeal and decision
to rational of business concerns. In this process of decision making B2B, it is more open up
communication between business to determine whether it is good or not fir for job. During this
communication process it should compare positive aspects of firm and competitors which is
highly effective for a step ahead. B2B consumers are recognizing that firm or individual needs
can be separated into some rational motivations.
In case of B2C is decision making procedures where they can start utilizing their expertise is to
maximize their return on investment. Marketers must be influence their advertisements that
consumer give their product to that need (Sari, Mizerski and Liu, 2017). Once consumer are
identified all these things which are include decision making process they can take all decisions
related to marketing purpose to buy anything.
Audience target market: Sometimes B2B business usually work for niche market and it
is important to understand their target customers and attract them to compile their accurate data
to be analyzed. Data should always focus in numeric forms so it will be more effective attributes
is collection is best way to determine who their target market and who are they target audience.
TASK 5
P5. How market players can impact on various stages of process of decision making in B2C and
B2B,
Marketers can create impact on various phase of process of decision making in context to
B2B as well as B2C which are described below:
Problem or need: They should still invest in field of lot of marketing and a lot of
problem which consumer are need to identified and there are lot of firms which they can invest
this field of marketing (Sutherland, 2020). There are lot people are decided to influence what
they need or not and another thing is that people are helping to understand what they should

purchase and recognize unless have a need for product or service. Marketers should be influence
that retailers are making customer recognize which only they can solve these problem.
Information search: From B2B customers are aware about their majority, deals and
income where are comes from. Consumers have recognized their problem or need about gather
some information which procedure can begin. The buyers have acknowledged and rectify some
issues related to any products and what they want to find an appropriate solution. People would
gather more information through some friends, TV and newspaper and make sure that they can
purchase their product on original websites.
Evaluation of alternatives: Various alternatives have an option to decide that they will
compare range of options just to make that they would take right decision making to purchase
any product (van der Heijden, 2019). It is most significant that clients are put a lots of time
before making any purchasing choice for final. Other people control that what should be being
said about product and make sure that they should evaluate their alternatives through B2B and
B2C contexts.
Purchasing decision: At this stage of decision making process consumer is purchasing
power sometimes are low and it should be reps into pitches with poorly designed. They can
lower cost of opportunity which is directly affecting close rate. There are so much money to
generating their lead and activity that lead should be deal after fund are not properly invested.
This decision is very important for consumer s that they can recognize which product is good or
bad in terms of consumer behavior.
Post purchase evaluation: Customer loves their product if they can purchase it and get
some various learning opportunities. In this case, there are simply those things like quarterly for
check ins and check out for weekly updates if product are should not be sold or not. Customer’s
successes are most important to purchase their product and also if they like it then they will
purchase this product or services.
CONCLUSION
As per above information, it has been understood that consumer behavior and insights is
examine that individual customers and groups should buy or use their purchasing power to make

purchase for offering different products as well as service in order to satisfying their needs as
well as wants. In this report, several topics are to be covered such as stages of consumer decision
making, importance markets to purchase decision making, compare and contrast decision making
process which include different stages include awareness of products and searching for
information for purpose of satisfying these needs. Consumer also compare different alternatives
available to them.

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