Consumer Behaviour and Insights: Decision Making Differences, Porsche

This report examines the key differences in consumer behavior between Business-to-Business (B2B) and Business-to-Consumer (B2C) transactions, focusing on decision-making processes and marketing research methodologies. It highlights that in B2B, purchasing involves complex group decisions and negotiations, while B2C transactions are driven by individual preferences and standardized pricing. The report explores how marketing research, including qualitative and quantitative approaches, is crucial for understanding customer needs and preferences in both contexts, using Porsche as a case study. It also covers the application of e-commerce and various payment methods in B2B and B2C environments, emphasizing the strategic importance of effective market research for strategic and financial impacts. The report includes references to scholarly sources on consumer behavior and marketing.

Consumer Behaviour and Insights (TASK 2)

Key differences of decision making of the consumers in B2B
and B2C
• When any business changes the ideas and thoughts to clients tehn it may be possible that consumer is highly influenced by
such concepts in the business while it might creates negative impression in the minds of the buyers after consuming a
particular commodity.
• B2B and B2C are the two forms of commercial transactions that encourages the sales of the products and services. B2B stands
for business-to-business which helps in selling the products and services of Porsche to other business in order to increase the
sales of the goods and services.
• While B2C stands for business to consumer that helps in selling the products and services directly to the customers.

Continue…
• Various key differences are follows which can be described below:
Key differences B2B transactions B2C transactions
Purchasing process Here the goods and services are sold to different business in
order use such products in the companies. Here the
purchasing power is very complexed. So Decision making
group includes members from technical, business, financial
and operational department which is dependent on the types
of the purchases made by the business.
Goods and services are directly sold to consumer for
consumption process so purchasing power is ultimately
dependent on the perceptions and tastes of the individual in
order to buy products of Porsche again after the satisfactory
experience at once (chütte and Ciarlante, 2016).
Payment In B2B, Prices of the products may vary according to the
consumers as consumers who purchases the products in large
quantity are provided negotiation in terms of discounts on
overall purchases (Gao and Bai, 2014). Here customers do not
pay at the time of order but receives the invoice which may be
settled within the agreed payment terms.
Here, in B2C consumers have to pay the same prices as
compared to other consumers. In such transaction
customers often selects the product and pay for them at the
time of buying. It can be done through various payment
mechanism such as credit or debit cards, cheque or cash
etc.
E-commerce B2B E-commerce is more complexed business system that
which can be used by using the similar website based
business systems that encourages low-value products to
business customers and they are allowed to take payment
with orders.
B2C E-commerce are relatively simple. Consumer browse
the products information pages of the Porsche on a website
of the company and pays for such products before delivery
at checkout using the electronic payment method.

Approaches and methods of marketing research in order to
understand the decision-making process in B2B and B2C
• Effective market research generates key insights that significantly impact on the strategic and financial impacts on the Porsche
AG.
• Marketing research supports strategic decision-making process by application of the effective marketing research.
• B2B marketing research experiences can be acquired by serving best quality of cars to other business which helps them in
building the brand reputation that result in increased sales of the company and hence leads to the achievement of higher
profitability.
• Various types of approaches are involved in focusing towards the marketing research practices for B2B and B2C applications

Methods can be elaborated below
Qualitative research
This approach uses three researches technique that helps in identifying the markets, audiences and understanding the
attitude of the customer. Such marketing researches are applied in Porsche to understand the needs and preferences of the
customers while manufacturing new cars and automobile product in order to sustain in the market for the longer run. B2B and B2C
transactions can be posible by online marketing research in Porsche. This can be possible by discovering the emergence of
marketing trends that that helps in identifying the opportunities and future scope of developing new product in the market.

Cont..
Quantitative research
This methodology are used to validate the qualitative research in order to identify the key market, targeted audience and
geographic segments. This approach is mainly useful for identifying the potential marketing growth (Hieke and et.al., 2015).
Decision-making process of B2B and B2C transactions may be influenced by Phone recruited web surveys, telephone surveys etc.

Cont..
This marketing methodology is used to determine most important areas of achieving the satisfied consumers. Variety
of customer satisfaction tracking methodology that helps in analyzing the marketing initiatives in order to improve the sales of the
Porches. Here B2B services can be acquired by directly selling products and services to another business in order to globalize the
business for increasing the profitability and goodwill. Here B2C transactions can helps in identifying the direct requirements and
needs of the consumers in order to achieve higher profitability in Porsche.

REFERENCES
• Books And Journal
• East, R. and et.al., 2016. Consumer behaviour: Applications in marketing. Sage.
• Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge
• Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.