Consumer Behaviour and Insight: Decision-Making in B2C and B2B

This report delves into the intricacies of consumer behavior and decision-making, focusing on the stages of the consumer journey from need recognition to post-purchase evaluation. Using Verdant Leisure, a hospitality and tourism company, as a case study, the report examines the importance of understanding the path to purchase and how marketers respond to the decision-making process. It contrasts the B2C and B2B decision-making contexts, evaluates market research approaches, and analyzes how marketers can influence each stage. The report also explores the impact of various factors on consumer behavior, providing a comprehensive overview of the subject matter and its practical implications for marketing strategies. The report also includes an evaluation of how marketers respond to the decision-making process and how they can influence each stage of the consumer journey.

Consumer Behaviour
and Insight

Contents
Contents...........................................................................................................................................2
MIAN BODY...................................................................................................................................3
Task 1...............................................................................................................................................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
M1. Evaluate how marketers are responding to the decision-making process.......................7
P3. Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B..........................................................................................................................8
M2 Provide a coherent and justified evaluation of how different factors influence decision-
making and buying behaviour..............................................................................................11
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.......................12
Task 3.............................................................................................................................................14
P5. Evaluate how marketers can influence the different stages of the decision-making process
of B2C and B2B, giving specific examples..........................................................................14
M3 Critically evaluate how marketers influence each stage of the decision making process.16
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
For every business product and services is most prior factor as well as they plays an
important role to increase expansion of organisation business in economic region in better. To
determine different approaches to provide selling and distribution of product and services to right
consumer (Austgulen and et. al., 2018). There are many question arise in terms of buying of
product process, how to motivates for seeking particular product and services and what research
tend to practise opinion to enhance better product and service for effectively purchase. The
answer is demand, preferences and taste of consumer is determine of product and service
specification in which easily.
For this report, the organisation Verdant Leisure is a small medium based company of
providing holiday packages in United kingdom. It established in 2010 and they balanced t
impressively in low customer service compliant ratio. Total revenue is up to 6 million pounds
along with 250 employees actively working in premises. By covering in report topics as
consumer decision journey in terms of product and services, importance for marketers to
mapping consumer decision making. By comparing contrast key difference of B2B and B2C
decision making with examples (Bauer and Reisch, 2019). The different approaches to market
research and methods of research used for understanding the decision-making process in both
B2C and B2B contexts and marketers can influence the different stages of the decision-making
process of B2C and B2B, giving specific examples.
MIAN BODY
Task 1.
P1. Explain and analyse the stages of the consumer decision making journey for a given
product/service.
Consumer behaviour is depicts about the individual consumer or group which carries a
certain behaviour and attributes towards organisation product and services in context of
buy, sell or utilise within good idea or enhance better creativity their satisfy needs and
wants. It majorly refers to the action towards consumer in the marketplace and underlying
that commence to motivates for effectively implies action (Bstieler and et. al., 2018). As
Verdant Leisure company is hospitality and tourism type of medium based company which

offers low budget services in packages. In following there is stages in which consumer
decision enhance effective journey in perspective.
Need For Recognition: This is first stage in which company or business used to create
awareness in marketplace as well as in economic or society. Through that consumer get to
knowledge about particular product and services in better way. In perspective of Verdant
Leisure company is provide their marketing team to enhance about better service as in
hospitality as well as tourism were first they to keep update about their product and
services. For example: Verdant Leisure company allows to provide hotel service along
tour and travels in economic range where customer easily afford.
Information research: It is second stage, that allows to understand after aware about
product and service then consumer must to scrutinize information relate d particular
product. According to this practise it would easy for individual consumer to rectify
different information as to effectively analysed. For example Verdant leisure update their
services specification as per customer attainment to better explore and better scrutinize the
information.
Evaluation of Alternatives: According to this stage it helps to detailed analysed about
specific product specification or information and decides on the basis of durability for long
term sustain ability. For better information collectiveness through Verdant leisure customer
can evaluate to better approach the service type effectively.
Purchase: After creating better decision making to enhance for purchasing product and
services it must ensures through customer where they can adopt that particular product in
effective manner or not (Chandrasekara, Srinivasan. and Sihi, 2018). To make up the mind
while purchase matter to service for exploring hospitality and tourism in better in
economic basis.
Post Purchase: It is a final evaluation in which it comprises to adopt product in effective
manner to scrutinize and provide review on the basis of experience which must entitled for
productive benefits in an effective manner. This is last stage in which Verdant leisure
company get feedback from customer for example quality in service, greet behaviour by
staffs, food and beverages, facilities which provided by them.
In above stages explains about consumer decision in systematic way to approach product. As
marketing team of Verdant Leisure company need to evaluate their rightful customer in terms of

buying capacity, taste and preferences, culture and other demographic factor in effective traits
(Cox and et. al., 2020). Consumer can enhance optimum impression of brand from touch points
through advertisement, news report and last the only matter about consumer experiences which
sets better benchmark. There is another consumer decision making journey where different
phases in initial consideration to better active interpretation and seeking for potential customer
such as:
 Brand Consideration: this is depends upon the consumer of their perception design to
consider brand where they immediely react on the basis off reducing brand as they
determine to outset. Brand awareness is plays important role to making initial
consideration where they more likely to purchased product several times.
 Customer powered: It is initiates propound change that increase customer expectation
and becomes dramatically important to customer outreach. The Company Verdant
Leisure is enhance to used to driven by companies for better pushed on consumer
traditional advertising or direct marketing to making customer engaged. Similarly,
Verdant Leisure can implement several marketing promotion through better way to
approach product for having objective to increase sales and profitability.
 Types of customer loyalty: When consumer tend to purchase better decision making,
the marketing team of company plays their trump card to create customer loyal in front
of their services and goods (De Mooij., 2019). This practise is having in Verdant
Leisure company where they allows to provide better extraordinary service to gain
loyalty but some of customer have mixed review that empowers to being better
attainment of customer stability in long term aspects.
P2. Explain why it is important for marketers to map a path to purchase and understand
consumer decision-making.
Path to purchase: It refers is tend to purchasing in terms of sale by company through
bricks and motors involves retail stores, online business, automated storefronts along with
new unique concept with product and service to better way for promote in marketplace.
There are some emerging channels many every established. In perspective of Verdant
Leisure company need to measure their customer path purchase before deliver product and
services in procedure. Through different concept arrives in market where customer are less
engaged or interact with company ones. For analysing consumer decision making effective

to approach specific product, as of now consumer they have their behaviour to select
product and service in following points is below:
 Mobile Commerce: The buying pattern towards for selling about better product
and services through processes wireless handheld devices to presumes for assists
in digital platform to ease way approach goods and services.
 On demand services: According this feature company offers rapid service of
delivering customer ‘s product in a same day when they order to purchase. For
Verdant Leisure can implies this service towards engage customer with them.
 Voice Commence: Through making purchase for covering voice base intelligence
assistant derives like Verdant Leisure company to commence product promotes in
entire marketplace.
 Virtual reality: By utilising technology to enables for online users to prevent shops
without making it mails and shops to accomplish objectives personalised in virtual
stores to cover up the customer buying product and services.
Some of customer path journey which highly engage with the customer for providing
them their product and services by Verdant Leisure company:
 Awareness: When comparing the impact of better online and comparison
between offline touchpoints to creating better first trigger moment, its
integrating to better increasing ratio of customer (Jaeger and et. al, 2019).
Through retail websites or online shops were the most common sources arrives
to initial product awareness cited by nearly towards customer and online
advertisement. E-commerce helps to Verdant Leisure can easily highlights
their services and packages of product in online platform.
 Consideration: In this stage, there is importance of online services channels
continues to better prevails as per top two channels for research being online
services to highly approach by customer. As in Verdant Leisure venture can
allows their better and authentic customer for reflecting product and service
where they can easily elect with scrutinize overall information about product
and service.
 Conversion: This is third stage, customer have to decided in two way Where
and When to buy product (Khamitov, Grégoire and Suri., 2020). As Verdant

Leisure venture marketing team need to to effective and potential enough to
pitch services and product to customer as per their requirement to fulfil
expectation efficient way.
 Evaluation: As per the overall above process accomplish, this is the final
practise which is presumes by customer to their own experience generates on
the basis of their product and service selection. The utilisation allows by
customer as positive experience generates that is critical process to generate
loyalty and procure to proceeds their purchasing on the basis of reviews and
online suggestion and feedbacks. The factor of suggestions and feedback
allows in Verdant Leisure company where customer usually provide their
genuine opinion towards services and product packages of hospitality and
tourism.
For Marketer it is important to mentioned some better key points measures:
 Sales Increase: This is factor which marketer are very much focuses as well as the
get to highlight in better form towards getting measure in difficult manner by
selling product and service. While, in terms of Verdant Leisure company they
mainly looking forward for main business to provide service and increase in
revenues as per expected.
 Recognise with brand: The Brand it is play important role through enhance
awareness that creates more awareness to most interacting with people in effective.
This practise is held to accommodate by the brand awareness to better affected in
customer buying pattern.
 Maintain Good Relationship: This for long term perspective where Verdant
Leisure ensures about to better customer relationship in business or professional
terminology where company and loyalty these both generates in different aspects.
M1. Evaluate how marketers are responding to the decision-making process
The role of marketers which they are reliable to react on decision making as effective
manner through regulation their working process as through allows various kind of practise like
product awareness, promotion, keep in touch within existing customer and new ones to better
scrutinize their needs and wants. By ensuring to provide them satisfactory sense of services just

like Verdant leisure enhance their tourism and hospitality service to get regulated through better
and flexible manner.
By having impact on marketers during responding towards decision making process in Verdant
Leisure company that are in below:
 Problem Recognition: As per the first stage that allows major requirement that enhance
better investigate about product and market trends related to improvise objective manner.
 Information Search: To rectify about problem they brings better new fluctuation that is
identify by marketer to reduce for proper flexibility of business process in competitive
marketplace.
 Evaluation of Alternative:; By choosing of better option in marketers to approach
effective alternative or option to reduce that particular problem along with scrutinize
optimum information that allows high amount of differentiation or comparison with other
products.
 Purchasing: In this marketer focuses on those people or customer who having high
potential to buy product and services where marketer clear out all question and doubts
that clear optimum decision making in effective manner.
 Post evaluation: This enhance better interpretation that makes better result which
uplifted consumer satisfaction level where it creates better approach to recheck their
feedback.
P3. Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B.
The decision making process is a step by steps to initiate the process that enhance to allows
in professional to resolving problems through weighing evidence through examining better
alternative or implement to choose path from here. According to this define process as it
effective to provides an better opportunity (Mohd Suki., 2018). At the end, the overall
review was mapping on the basis of decision weather it was lying right or inappropriate
way.
In following there is seven steps are elaborate to reflecting the consumer buying process in
an effective way to implies by marketing team of Verdant Leisure company:
 Identify the decision: To enhance better decision making problem which enhance
better issue to resolving the problem. As company need to facilitates their product

ad service samples in which customer can enhance to decide which product and
service they can buy in what prices and quantity.
 Gather Relevant information: After identified better decision making related
with product and service, the next process is to collecting relavant information
which link with product (Rahman and Reynolds., 2019). This practise allows to
different sort of alterative to mapped and expand the decision making of individual
to detailed way for collection information. By exploring external sources involves
like studies, market research and reviews or surveys.
 Identify the alternative: To procure effective type of information which better
related with product, it is musts to customer to identify best alternative to approach
the product and service that tries to meet objective. By making engaging customer
in appropriate way to procure information through various external tools like
social media, internet and e-commerce websites.
 Choosing best alternative: According to this stage it understand after accomplish
to identify better alternative with optimum evidence to process important related
information that helps to gathered relevant information and better developed
potential path to reach the chosen path by customer.
 Take Action: This allows to certain action which emphasis through customer
willingness that helps to design and form better decision making tangible
achievement. By developing project plan which helps to enhance better decision
making and then better team choose their task.
 Review on actions: It is final stage in which customer can easily approach their
product and service after explore above aspect of choosing product by customer
through enhancing their decision making process in effective manner (Reimann
and et. al., 2018). After utilising the product consumer can share their review in
terms of product and service quality mannerism.
Comparison between B2B and B2C
Basic B2B B2C
Definition The selling of goods and services or
having trading of business to
business. For example : Verdant
The distribution of goods
and services to a consumer
point of view of goods and

leisure is having tune up with
tripadvisor.com websites as they
share their Customer relationship
activities.
service towards a
consumer is well refers
known as business to
consumer. For Example:
Verdant Leisure are
provide their business
service to customer as in
form of hospitality form.
Customer Their determines the customer to one
company to another. For Example
like Verdant Company will having
relation with suppliers of hospitality
services like hotels and food chain
suppliers. The factor of loyalty in
B2B to allows other business clients
to join in repetitive form. For
example: Verdant approach B2B
through other hospitality venture or
retail industry for procuring better
and authentic product and services
such as raw material in food items
and beverages that helps to quality
maintain way.
Their customer are people
who tend by showing
interest to purchasing
product and services. For
Example the customer for
Verdant company gets
better services in
hospitality as well as
tourism by getting better
assistance through various
technical through
approaching various
financing. The way of
potential customer that can
make loyal to their
customer through
encourage potential
customers.
Need to focus They majorly focuses on relationship
with business clients. For Example
B2B consider on to contact with
other business clients to major refers
about comparing within services.
By having huge benefits to
consumer. For example:
Verdant company
enhance their focuses on
customer demands and

For example: manufacturing through
product and services which is main
focus or target by Verdant hospitality
department. Through which company
assort to buy high amount of
beverages and food variety customer.
expectations which are
related with hospitality
service by approaching
through mapping
psychological traits.
Chain As per supplier or manufacturer point
of view to whole seller as well as
retailer to provide them optimum
product and services (Schösler. and
de Boer., 2018). For example: This
creates better option towards raw
material get acquire from market by
Verdant Leisure.
By enhancing retailer
consumer focuses point of
view. For example:
Verdant Leisure major
approach those product
and service which is
regulates through better
approaching product and
service specification
approached in effective
manner .
Buying and selling
cycle
They majorly approach to sell and
distribute product in large scale to
companies. For example: Verdant
leisure approach better product and
service through measuring buying
and selling of cycle that evolved in
better food quality and services from
another business point of view
B2C derives their service
of product and service to
limited customer range.
For example: Verdant
Leisure must contain high
quality of food and
beverages acquired to
serve customer.
Decision making It take s long process in terms of
approaching right decision making
effectively. In B2B decision making
is commence between managers in
perspective of business related such
as example that Verdant leisure
To approach simple
decision making process
by evaluating customer
behaviour (Schwenzow
and et. al, 2020). The
situation arises on B2C