Consumer Behavior and Insight: Stages, Influence, B2C vs B2B Report

This report provides a comprehensive analysis of consumer behavior and decision-making processes, focusing on the context of JS Supermarkets. It begins by explaining and analyzing the stages of the consumer decision-making journey, from need recognition to post-purchase behavior, and explores the factors that influence these stages. The report emphasizes the importance of marketers mapping a path to purchase and understanding consumer insights. It then compares and contrasts the decision-making processes in B2C and B2B contexts, providing specific examples to illustrate the key differences. The report evaluates various market research approaches and methods used to understand the decision-making process in both B2C and B2B environments. Finally, it examines how marketers can influence the different stages of the decision-making process in both B2C and B2B settings, offering practical examples. Overall, the report provides valuable insights into consumer behavior and its implications for effective marketing strategies, offering a detailed overview of the consumer decision-making journey within the context of a retail business.

Consumer
Behaviour and
Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Explain and analyse the stages of the consumer decision-making journey for a given
product/service.................................................................................................................................3
P2 Explain why it is important for marketers to map a path to purchase and understand consumer
decision- making..............................................................................................................................5
P3 Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B, providing specific examples....................................................................................7
P4 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts..................................9
P5 Evaluate how marketers can influence the different stages of the decision-making process of
B2C and B2B, giving specific examples.......................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Consumer behaviour is the process of identifying, studying the behavioural patterns of
customers in the market which starts at when consumers enter till the purchasing process is
done (Adnan, Nordin and Rahman, 2017). It is also known as decision making process and plan
of actions of consumers for buying products and services for their own consumption. Whereas
consumer insights refers to evaluation and interpretation about the purchasing behaviour of
consumers with respect to their experiences, necessities and beliefs. The visual image about the
consumers is derived from in-depth analysis of both quantitative and qualitative data. In the
present report JS Supermarkets store is considered to be the small organisation situated in
Mitcham Road, London. The organisation deals in various product categories such as bags,
grocery, cosmetics, dairy, perfumes, beverages, watches, clothes, shoes and electronic
appliances. The business operations of this organisation is carried out by limited number of
employees. In this report it has been discussed about decision-making process along with role
of marketers for understanding consumer decision-making (Amin and Et. Al., 2017).
Further,differences between B2C, B2B decision-making process with different approaches of
market research is described for proper understanding of both these concepts. Lastly, it shows
how marketers influence various stages of decision-making process of B2B and B2C.
P1 Explain and analyse the stages of the consumer decision-making journey for a given
product/service.
Consumer decision making is complex process comprising of various stages from the
need recognition to post purchase behaviour. This behaviour can be analysed with the such
social, cultural, psychological and economical factors as they either directly or indirectly
influence the consumers buying behaviour. This process includes the identification of needs of
consumers, collection of information, evaluation of alternatives and than purchasing decision for
them is made. This is also known as buying behaviour model which is utilised by marketing
person of J S supermarkets comprising of five stages which are discussed as follows:-
1. NEED RECOGNITION- This stage is concerned with need identification of consumers.
Every business organisation emphasises on needs of customers which forms part of
strategies. The need is the important factor which influences buying behaviour of
individuals. In reference to JS Supermarkets the marketing person analyse that there is

need to make innovations in the stock ordering process. So, there is need for JS
Supermarkets to purchase more computer equipments. Similarly, if consumers of
organisation desires for milk powder than this need influence the purchasing behaviour
of consumers for the product. Also, the need among customers also arises because of
effective adverting and marketing techniques for the new products being offered (Arora,
Singha and Sahney, 2017)
2. INFORMATION SEARCH- After realization of needs the next stage is search of
information by various sources of information. The information can be gathered by
consumers from different sources which are:-
 Personal sources- Information by customers of JS Supermarkets can be collected by
interaction with family members, friends, co-workers and many more. These individuals
communicate about the reputation, brand image and their own reviews for the product
milk powder being offered by JS Supermarkets.
 Commercial sources- The buying decision of consumers of JS supermarkets is highly
influenced by advertisements, attractive packaging, and displays which includes
mannequins and props.
 Experiential sources- If the existing consumers have good experience with the milk
powder offered by JS Supermarkets the consumers will buy more products. For example
if a costumer is purchasing a particular milk powder and enjoying many benefits and
good experience than this will induce consumer to buy the product again and again.
Also, share their experience with potential consumers and influence their buying
behaviour (Aschemann-Witzel and Et. Al., 2017)
 Public sources- To know or collect information for milk powder being offered by JS
Supermarkets than it can be gathered with the help of newspapers, magazines, social
media platforms, and radio by the consumers.
3. EVALUATION OF ALTERNATIVES- As per this stage, there are various alternatives
available in the market which are required to be evaluated. This assist the consumers to identify
factors such as price, quantity, quality, defects and many more. In context of JS Supermarkets
there are various alternatives provided to the customers and their evaluation is based on

comparison of prices, discounts and reviews. After this evaluation the decisions of consumers
are highly influenced.
4.PURCHASE DECISION- At this stage, the consumer is fully aware of the milk
powder with respect to quality, quantity, price, experience. Consumer has reached this stage
after evaluating the various alternatives of JS Supermarkets. At this stage consumers of JS
supermarket has arrived to logical and reasonable conclusion which is either concerned with
personal experiences, emotional connections, and influence of marketing campaigns (Biel,
2017).
5.POST-PURCHASE BEHAVIOUR- As now the purchase is being made by the
consumer it is further followed by evaluation after purchase is being done. This stage is related
to examining whether milk powder purchased was useful or not. If consumers of JS
supermarkets have fulfil all the expectations than this will provide organisation with brand
ambassador which will lead to increase in customer base by influencing potential consumers.
Whereas if there is any negative experience after using milk powder than their will be negative
impact on the existing as well as potential customer base of JS Supermarkets. Consumers do the
evaluations considering certain factors such as price, quantity, quality, defects and many more.
In context of JS Supermarkets there are various alternatives provided to the customers and their
evaluation is based on comparison of prices, discounts and reviews. After this evaluation the
decisions of consumers are highly influenced (Breen, 2017).
P2 Explain why it is important for marketers to map a path to purchase and understand consumer
decision- making.
The path of consumer decision making for purchase of products and service comprises of
pre-purchase, purchase, and post -purchase which is made by the consumers. After proper market
analysis the managers of JS Supermarkets to attract and retain more customers in the store and
provide maximum satisfaction to them. It is important for marketers of the JS supermarkets to
frame a path of purchase for both consumers and organisation. The proper framework helps to
recognise the needs and wants of consumers of JS Supermarkets. To understand the consumer
decision making process there are certain levels which needs to be discussed are give below:-

Levels of consumer decision-making
Consumer decision making process is concerned with need identification, gathering of
information, evaluation of alternatives which will further assist to take the purchase decision.
Their are different levels of consumer decision making which are discussed below:-
 Extensive Problem-Solving- This process of decision making is adopted by the
organisations when there is high involvement of product with high cost. In this
situation consumers of JS supermarkets do proper analysis of various brands
offering same kind of product and takes longer time period for decision making.
For instance, the consumers buy watch from stores of JS Supermarket so, their
decisions are based after proper market evaluation with other brands (Freire and
Et. Al., 2017).
 Limited Problem-Solving- In this process there is moderate level of involvement
of consumers in decision making process. While deciding for purchasing a
product evaluation of only some of alternative brands is made. For example when
customers visiting the store of JS Supermarket the decisions will be taken after
considering few brands when clothes or cosmetics are to be purchased in the short
span of time.
 Routine Response Behaviour- According to this level the consumers don't take
much involvement as compared to extensive problem-solving and takes decisions
as quickly as possible. Consumers those buying routine products or low cost
products than proper evaluation is not made with other similar brands. Consumers
when visit JS supermarket to purchase some routine products such as shampoo,
biscuits, soap etc. they don't take much time and decide without wasting any time
to buy the products or not (Groulx and Et. Al., 2017).
Factors that influence decision-making:
Their are many factors which are surrounded in the environment of both external and
internal environment which affect the decisions of consumers of JS Supermarkets. Therefore the
factors which have impact on decisions of consumers are given below:-
The influence of heuristics on decision-making- Heuristics refers to basic decisions
taken after considering little information. Generally these are mental shortcuts which
bring down the psychological feature overburden which is related to decision making. As

proper knowledge is not available for consumers of JS supermarket so there is influence
on decision making process (Joshi, and Rahman, 2017).
The influence of elements of the marketing mix on decision-making.- the elements of
marketing mix effects the decision making of customers of JS supermarket which is
based on product quality, price of the product or service, proper availability of goods and
services
The influence of new technologies- Their is vast changes in the technology due to global
business environment. With respect to JS supermarket, if consumers are unaware of the
latest technologies than their decisions regrading purchase of products will be influenced.
The managers of JS supermarket to attract more customers should adopt updated
techniques such as online trading, and C2C purchasing as this will influence the decisions
of consumers in positive manner (Kaur and Singh, 2017).
P3 Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B, providing specific examples.
Their are many activities involved in the marketing and main objective of this function is
to increasing sales. Their are two business marketing models which are B2C and B2B and their
main aim is to do sales and increase their profit margins. The full form of B2C is business to
customer, which means that the transaction of goods and services takes place between business
organisation and ultimate consumer. The decision-making process in B2C is carried down with
ease and distribution cost is also low as less number of channels of distribution are used by the
company. Also, the products and services can be availed from online stores of the company and
get them delivered to the end consumer. For instance, the consumers purchase dairy products,
jewellery, dairy products and many more from the stores of JS supermarkets as they are serving
the ultimate and end customer for sales of products and services.
Their is financial transaction between two different business organisations concerned
with buying and selling of goods between them. This is mainly between the firm and suppliers,
retailer and wholesaler, producer and wholesaler. As, there are ample number of transactions so
the decision-making process is very cumbersome and time consuming. The main aim of B2B is
to develop harmonious relationships with other business organisations and create customer base
from the prospective clients in the target market. As JS Supermarket is selling clothes, where the
raw material comes from the suppliers, after machining performed than they are send to other

manufactures for finishing of products (Kumar, Manrai and Manrai, 2017). Than these clothes
are packed and sent to the distributors and wholesalers which are further sold to consumers. This
is B2B transaction as for finished cloth various steps are included from purchase of raw material
to the finished cloth and for carrying out these steps the decision-making of managers of JS
supermarket is influenced because of many factors in the environment both internal and external.
The difference between these two marketing models is given in the table below:-
BASIS B2B B2C
Meaning The commercialisation of
products and services between
different business
organisations is referred to as
Business to Business.
When the products
manufactured are sold to the
ultimate or final user is called
as Business to Consumer.
Customer The customers for business to
business are companies and
other entities.
Customers base for business to
consumer are end user and
final consumer.
Focus on They focus on building
friendly and good relationship
with other businesses for
future and long term growth.
The emphasis is on selling
products and rendering
services to the end user.
Relationship Their is relationship between
supplier and manufacturer,
producer and wholesaler and
many more.
In business to consumer the
relationship is between the
retailer and customer.
Horizon of relationship Business to business is for
long term purpose (Loureiro,
Costa, and Panchapakesan,
2017).
The horizon of relationship is
for short term.
Buying and selling cycle In business to business many The buying and selling cycle

transactions are there so the
time period for selling and
buying of goods and services
is lengthy process (Mou, and
Shin, 2018).
in this is for short term
purpose.
Creation of brand value The brand value for business
organisations is developed
with the helps of leads, trust,
friendly and harmonious
relations with other
organisations.
For consumers the strong
brand image is created by
influencing their decisions
with the help of advertising
and promotion.
Buying decision The buying behaviour in
business to business to
organisation is planned and
logical and is done after
recognition of needs.
The purchase decision of
consumers is concerned with
emotions. Also, related to
income, necessities and desires
of consumers.
P4 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts.
Their are many research tools and techniques which are employed by the organisation in
the two disciplines B2B and B2C (Moutinho and Vargas-Sanchez, A. eds., 2018).The difference
between these two disciplines are shown below:-
 The Different Skill Set- For carrying out certain responsibilities various and unique skills
are required at every level of B2B market research from the director to the telephonic
interviewer. They have to collect brief information from the respondents regarding the
specific topic. Whereas in the B2C market research limited set of skills is required for
communicating about the products and services to the ultimate consumer
 Sample Size- the sample size for B2B market research is small in number as it is confined
to available sample. But in case of B2C market research the sample size is large as

compared to B2B as the data can be weighted to ensure that all necessary respondents are
included in the sample.
 Geographical Spread- The target market for B2C is not spread all around the globe so it is
possible to have face to face interactions. Whereas in case of B2B market research the
target market is available across the different parts of the country.
 Importance Of Te-le-Depth Interview- this is important tool for having effective face to
face interactions in case of both B2B and B2C market research (Parsons, Maclaran, and
Chatzidakis, 2017).
 Communicating The Strategic Need- The B2B market research communicates their
strategic needs for research projects as compared to B2C research there is no addressing
of the long term need to the consumers or organisation.
 Research Methods Employed- In B2B research there is wide use of research methods
which are qualitative and quantitative method. But in B2C research which is related to
consumer research projects the emphasis is limited to particular technique of research.
P5 Evaluate how marketers can influence the different stages of the decision-making process of
B2C and B2B, giving specific examples.
Their are different approaches of marketers which influences the various stages of
decision-making process for business to business (B2B) and business to consumer (B2C) which
are discussed below:-
Behavioural Approach- This approach is based on probability of opinions which arises
after gaining experience. This is concerned with stimuli and the subsequent behaviour of the
individuals. In the JS supermarket the managers have adopted instrumental theory of behavioural
approach which provides satisfactory results after considering all the inputs and outputs.
Cognitive Approach-This approach is based on thinking of consumers. Here the focus is
on mental cognitions rather than considering rewards with inputs or stimuli. This describes about
the processing of information of consumer that how they store, retain, collect the information for
the products and services offered by JS supermarket. As per this approach it is considered that
human brain is divided into two parts so, the information stored in right brain is related to TV
advertisements and written information is stored in left brain (Taufique, Vocino and Polonsky,
2017).

The decision making process of businesses and consumers is influenced by the marketers
because of culture and sub-culture on consumer behaviour. Culture refers to the term which
shows the brief about values, laws, customs, religion which helps in serving the needs of the
consumers of society (Joshi, and Rahman, 2017). The culture of JS supermarkets helps in
fulfilling the expectation of customers of different religions of country with differentiated needs
and wants. Whereas subcultures is the part of complex society. It is sub-division of culture of the
nation on the basis of some similar characteristics (Kaur and Singh, 2017). Their are various
types of sub-culture which are on the basis of age, regional, social class, and gender sub-culture.
Managers of JS supermarket captures huge market share on the basis of regional sub-culture as
they want to increase their market share. And these sub-culture majorly influence the decision
making process of B2B and B2C.
CONCLUSION
Form the above report it can be recommended that consumer decision making process is
highly influenced by social, cultural, economical and psychological factors. This plays important
role for every business organisation. It also describes about different stages of consumer decision
making process for particular product or service along with consumer journey of decision taking
with various levels of consumers decision making as this shows the proper path towards
purchase of products. Further, different research strategies of decision-making process is
described with the difference between B2B and B2C in the context of process of decision
making. Moreover, certain factors affecting decisions of consumers and measures of consumer
learning which comprises of attitudes, behaviours and recognition has been discussed with the
understanding of aspects of consumer perception. Lastly, the influence of culture, subculture on
consumer behaviour with different patterns of buying behaviour has been discussed along with
influence on buying decisions by the role of opinion leaders.

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