Analysis of Consumer Decision Making in B2C and B2B Context

This report provides a comprehensive analysis of consumer decision-making processes, examining the stages involved in the consumer journey, from problem recognition to post-purchase evaluation. It explores the application of theories, concepts, and models that influence consumer behavior, with a focus on how marketers can understand and map the path to purchase. The report highlights the key differences between B2C and B2B decision-making procedures, evaluating the factors that influence customer choices in each context. Furthermore, it assesses various research approaches and methods used to understand these processes, including a case study of Gartner. Finally, it analyzes how marketers can effectively influence the different stages of the consumer decision-making process in both B2C and B2B settings, emphasizing the importance of consumer insights and strategic marketing interventions.

Consumer
Behaviour and
Insight

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
P1 Explain and identify the stages involved in decision making journey of the consumer........4
M1. Evaluation of the marketers responses to the decision making process..............................6
D1. Evaluation of the application of theories, concepts and models that influence and impact
upon decision making process....................................................................................................6
P2. Explain the importance why marketers need map a path to purchase and understand
decision making power of the consumer.....................................................................................7
M2 Give a coherent and justified evaluation how various factors influence customer decision
making process............................................................................................................................8
P3. Compare the key differences of the decision making procedure in the context of B2C &
B2B.............................................................................................................................................8
M3. Evaluation of how marketers influence the different stage of the customer decision
making process............................................................................................................................9
P4. Evaluation of different approaches and methods of research used for understanding
decision making process in context to both B2B and B2C.........................................................9
P5 Evaluation of marketers how they can influence the various steps of the consumer decision
making procedure of B2C & B2B.............................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
Books and Journals...................................................................................................................13

INTRODUCTION
Consumer behaviour refers to study of how individual or group of individuals take
decision while purchasing goods and services to satisfy their needs and wants (Bairrada, Coelho
and Lizanets, 2018). Consumer insight is a way thorough which companies can easily determine
the needs and wants of the consumers. It also helps in determining customer perception how they
think and feels while making decisions at the time of purchase. The proper consumer insight
research helps in improving the efficiency of the organisation (Zuschke, 2020). They can
understand the taste and preferences of the customers more effectively and design their product
according to it. In context to Gartner, it is the Private Limited Company, founded in 1979. it's
headquarter is in Stamford, Connecticut. The chief executive officer of company is Gene Hall
and chief financial officer is Craig Safian. Consultancy, Research and Conferences are the
services offered by the company. This file includes the stages of consumer decision making
which helps in understand how customer thinks while making purchase. The major difference
between in the decision making of the people involved in business to business and business to
customer segment. Approaches and methods used while performing market research activity.
Lastly, how marketers influence different stages of decision making process.
MAIN BODY
P1 Explain and identify the stages involved in decision making journey of the consumer.
The consumer decision making procedure refers to understand consumer behaviour at the
time of purchasing done by the customer (Pousttchi and Dehnert, 2018). This decision involves
decision for purchasing particular goods and services. The five major stages which helps in
understanding customer decision making procedure as follows:

 Problem recognition - The first activity related to decision making process is to identify
the problem faced by the customer. The customer will initially recognise the problem
they are facing. This activity is performed before the purchasing of the product is made.
The chosen organization Gartner first examine the customer needs and for what consumer
is generally searching for. So it is required to identify the problem faced among the
consumer and then furnish the solution by providing the goods according to them. By
showcasing the benefits of the products, company tries to attract the large customer base.
 Gathering information - The second step tells that, after examining the needs or
problems of the consumer, they will start gathering information about the products
through different sources. The customer will always search for cost effective product.
This implies that the quality of the product should be high and the price of the product
should be low. The customer will search through both online and offline medium.
 Evaluation among substitute – With start of this stage the customer has gathered
information and has a lot of alternatives available with him. Now the customer started
comparing the product on the basis of quality, price, feature and durability. After the deep
analysis of the available product the customer take decision to select one of the best
Illustration 1: Consumer Buying Process, 2020

product which is fulfilling his requirement. The should observe the customer closely at
this point of time as this will help the customer in understanding the buying pattern of the
consumer.
 Product selection – At this stage the customer finally made the actual purchase. This
decision made by customer for purchasing the product can take one hour, month or more
then a month. It totally depends on the necessary of the product. When the customer
wants product on the urgent basis he will take a quick decision where as when he has less
requirement of the product he will made delay, even the customer can reject the product
if it feels like the product is not up to mark.
 Outcomes – This is the last stage of consumer decision making process. This stage helps
in identifying the reaction of the customer after the purchase is made by the customer.
This stage is very crucial stage as it decide either the customer will retain for the long
term of not (Durmusoglu, Atuahene-Gima and Calantone, 2022). If the customer fells
delighted, means the value he is getting from the product is more then the cost he had
paid for the product then he feels delighted. Where as, if the customer feels like the cost
he had paid for the product is more then the benefits he is getting then the customer will
not retain, as he is not satisfied with the product.
M1. Evaluation of the marketers responses to the decision making process
In order to determine the decision taken by the marketer it is important for the marketer
to have a look towards the decision of the customer. The buying pattern of the customer helps in
determining either the customer will purchase the product or not.
D1. Evaluation of the application of theories, concepts and models that influence and
impact upon decision making process.
The purchasing behaviour of the customer is influenced by various factors such as the
price, quality and durability of the product. If the customer is interested in purchasing the
product then he will check all thing in the product. The necessity of the product is also helps in
determine either they want to made purchase or not.

P2. Explain the importance why marketers need map a path to purchase and understand
decision making power of the consumer.
The customer journey mapping is a representation done by the marketer with respect to
customer, which helps in tracking the experience of the customer. The importance of mapping a
journey in context to Gartner are stated below -
 Differentiation among consumer – Each and every customer has different taste and
preferences. In order to satisfy the needs and wants of the customers the Gartner has
designed the products according to them (Testa, Iovino and Iraldo, 2020). The mapping
the journey helps the company in grouping the customers into different segments. After
their segmentation different strategies are prepared for different groups of customers. So,
for making strategies to acquire more number of customers mapping of journey is very
crucial.
 Customer retention – Customer always wants uniqueness and different variety of
product and services so the Gartner are always involved in introducing new products for
the customers. Innovation and uniqueness in the product help in customer retention. The
new product is designed as per the requirements of the customer, for this proper market
research along with mapping of the journey by market is important.
 Designing product - Consumer will always prefer the product which is made as per
their requirements. The requirements of the customers can only be determined by
performing proper research. Performing research is the most important step preformed by
the marketer.
 Market trend prediction – The taste and preferences of the customers are changing
rapidly. The organisation who don't follows the trend will decline it's growth and can't
sustain in market for a long run. So to analysis the behaviour, what they are thinking and
what kind of product they required it is important for the company to have a look towards
all these factors. To predict the trend of the market at a early stage in order to gain the
competitive advantage Gartner is following proper study of the consumer behaviour.
 Competition – Their are number of substitute products available in the market. To gain
the competitive advantage the company has to add some unique feature and innovation in
the products. The Gart6ner company do proper marketer do proper research and analysis
the needs and wants of the customers.

M2 Give a coherent and justified evaluation how various factors influence customer
decision making process.
There are numerous factors those are responsible in influencing the buying behaviour of
the customer (Herberz, Hahnel and Brosch, 2020). This includes research , strategy. Quality and
design of the product. The customer wants high quantity product along with low prices. Many
tools and techniques are used by the companies to influence the costumers.
P3. Compare the key differences of the decision making procedure in the context of B2C &
B2B.
The major key differences of customer purchasing pattern in context to business to
consumer (B2C) and business to business (B2B) are stated below -
Basis B2C B2B
Need Identification In business to consumer, the
company identifying the needs
and wants of the customer.
This helps the company in
taking decision directly
because the company is
already aware about the good
and services customer is
looking for. The lead
generated her is cold and hot.
Hot refers to all the potential
customers.
In business to business section
company sell its services to
first business and later on
businesses further sell services
to end customer. In this
company needs to identify
various businesses as their
potential buyers. Here leads
are business leads and it can be
identified through various
sources such as LinkedIn,
business partners and websites.
Purchasing decision After finding the acquirements
of the customer, organization
concentrate on effective
marketing strategy for trading
the good or services instantly.
In this business to consumer
buying pattern of the customer
In business to business, it is
little bit difficult as compared
to business to consumer,
because the end user is
business entity. So the quality
of the product is of top quality,
because the they had to

refers to buying decision of
consumer because final
consumption is done by them.
deliver the product to other
customer also. The business is
not the end user. The business
will only purchase the product
if the quality of the product is
good along with the fair prices.
Post buying behaviour It is the behaviour which is
analysed by the company after
the final purchase it made by
the company. This is very
crucial because it will
determine the retention of the
customer.
This is similar as business to
customer because in this also
the behaviour of the business s
analysed either they will retain
for the long run or not.
M3. Evaluation of how marketers influence the different stage of the customer decision
making process.
Marketers can influence at different stages involved in the consumer decision making
process it can be need identification of the customer, gathering of the information, evaluation
among the substitute products, final purchase and reviewing the customer. It can be
accomplished by using different influencing factors.
P4. Evaluation of different approaches and methods of research used for understanding
decision making process in context to both B2B and B2C.
Decision making process is the process under which the customers follows certain steps
in order to decide what product they want to purchase. The steps starts from identifying the
problem of the customer followed with gather information, evaluation and analysis of
alternatives and finally purchasing of the product.
Approaches used for understanding decision making process
Their are numerous approaches through which the perception of the customer for taking
decisions are determined. Out of these the approaches, the approach used by Gartner for
collecting information from the customers are as follows -

 Survey – It's an approach used for gathering information by presenting questions in front
of the pre decided group of respondents (Tong, Luo and Xu, 2020). The survey form is
being provided to the responded and are asked to give fill that form according to them.
The survey form is terms as questionnaire, this can be either online or offline. It is the
most popular and effective way for gathering information.
 Telephonic interview – In this approach the information in gathered by communicating
with the respondents on the telephone. The survey questions are already prepared, the
interviewer asked that standard set of questions from the respondents. In-person – In this approach the representative of the company speaks with the
respondent that encounter in high traffic area. This approach allows the respondents to
sample goods and services.
Method used for understanding decision making process
The specified methods used by Gartner for understanding decision making process of the
customer are as followed -
 Observation – It refers to behaviour of the person how they reacts when they made any
purchase. This is a way used for collecting the information by observing the respondents.
To avoid error and prejudice during assessment and interpretation processes.
 Personal interview – The most conman method of collecting information is interview, in
this the pattern of asking questions can be in a structured or unstructured format. The
interviewer directly ask questions with the respondent (Pham, 2021).
 Focus group – This research method focus in bringing small group of people together.
The information is gathered through group interaction. It helps in identifying how the
customer thinks and behave at the time of making purchase.
P5 Evaluation of marketers how they can influence the various steps of the consumer
decision making procedure of B2C & B2B.
In decision making process, company used various element so that they can influence the
customer's decision making. Some of the basis and important element are mentions below -
Influenced by marketing mix
 Awareness: Customer need is being analysed in this stage. In this the company first
identify the needs of the customers then stares approaching them as per the requirements
of the customer. In case of Gartner, they are generating leads with preparing content

marketing contact, in an effective manner (Schiavone and Simoni, 2019). The company is
sharing the important details and facts of their organisation. This is helping the customer
in knowing the abilities of the company.
 Research: At this stage the customer is searching for the requirements they have. The
different tools and techniques are used by the customer in order to identify the best
product for themselves. The Gartner is researching on potential customer. The
organisation is informing the consumer about the data analytics by using different tools
such as mails and social media marketing. For making the products and services of the
organisation visible different tools are used by the company. Search engine optimization,
Google ads and influence marketing are the one used by the company for identifying their
customers.
 Consideration: It is the third stage for influencing the consumer decision making process
under which customer regard the organisation good or services. During this intellectual
procedure consumer look for quality, rating, durability and feeling while using the good
so that organization can change over consideration in purchasing decision pattern by
preparing the good by considering such component.
 Buying decision: After third stage user comes to purchasing procedure that either he
want to purchase the good or not. In this the organization can present different offers such
as discounting or rewards in order to make the customer attracted and influence them to
make purchase the good (Kim and Moon, 2021). The organisation is providing free
agreement for their software so that the customer can feel delighted.
 Evaluation: At this last stage the consumer is focused towards retention of the customer.
The company will take timely feedbacks and will provide the facilities to the customer is
he is not satisfied.
CONCLUSION
From the above file it can be concluded that understanding the consumer behaviour helps
in getting competitive advantages. It also helps in understand the needs and wants of the
customers. Apart from this we see the stages of consumer decision making, which helps in
understand what customer think before making purchase. Then the importance of marketer to
map a path to purchase. Moreover, we can see the major differences in business to business and
business to customer segment while taking decision. Then the approaches and methods used by

the researcher to understand the behaviour the customers and their perception while purchasing
products. Lastly, we see the how the marketer are influencing the B2B and B2C at the stages of
decision making.