This report examines consumer behavior and the decision-making process within the context of Marks and Spencer (M&S). It analyzes the steps of the consumer decision-making journey, emphasizing the importance of mapping the path to purchase for marketers. The report contrasts decision-making processes in Business-to-Consumer (B2C) and Business-to-Business (B2B) settings and explores various market research approaches used to understand these processes. It then evaluates how marketers can influence consumer behavior at different stages of the decision-making process, supported by specific examples. The report concludes with an assessment of how marketers influence each stage of the decision-making process, referencing relevant methods and models applied.
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