Analysing Customer Behaviour: Decision Making in B2B, B2C & Research

This presentation provides a comparative analysis of customer behaviour in Business-to-Business (B2B) and Business-to-Consumer (B2C) markets, highlighting key differences in decision-making processes. It explores the variations in purchase value, pricing strategies, buyer numbers, and promotional approaches between the two models, emphasizing the rational criteria in B2B buying behavior versus the consumer-focused strategies in B2C. Furthermore, the presentation discusses various market research methods applicable to both B2B and B2C contexts, including qualitative research to understand customer motivations, quantitative research to gather measurable data, and primary and secondary research options for collecting customer insights. The presentation concludes with a list of references.

Customer Behaviour

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Table of Content
Introduction
Comparison of key differences of decision making in of
B2B and B2C
Methods of research for decision making process in B2B
and B2C
References

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Introduction
Customer behaviour is a type of study which is focus to
analyse the customers activities related to purchase and
sales. This presentation is based on the decision making
process of the customers in the B2b and B2C markets. This
presentation is also provide a highlight on the approaches
for the market research and methods to decision making of
customers.

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Comparison of key differences of
decision making in of B2B and B2C
Business to Business is a type of transaction that exists
between the businesses normally those involving a
manufacturer and wholesaler or a wholesaler and a retailer.
It is the business that is happening between companies
rather than between a company and any particular
customers.

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Contd...
Business to Consumer:- This is directly happen between a
organisation and customers who are the end users of their
products and services. This as an business model differs from
the business to business model. Coca Cola can be best suited
for B2B marketing model.

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Contd...
There are lots of differences between both of them like in
Business to Consumer there is purchase of the low value of
the products. For example; any customer buying one bottle
of cold drink from the store is example of this. Other than
this, in the case of Business to Business there is high value
purchases. For example; Coca Cola is buying the sugar from
a sugar company in large quantity.

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Contd...
There is no price discrimination in the scenario of B2C
whereas in B2B prices depends on the amount of orders.
There are large number of buyers in B2C and B2B has small
numbers of buyers. It is the buying behaviour which is
considered and promotion is done through mass advertising
and sales promotion. On the other hand in B2B, promotion
is through personal selling and direct marketing thus
adopting rational criteria in buying behaviour.

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Methods of research for decision
making process in B2B and B2C.
Market Research is the process which include collecting,
recording and making conclusion of the available data thus
helping an organisation like Coca Cola to have knowledge
and understanding about their market.
Qualitative Research:- This is a type of research method
which will help Coca Cola in understanding the fact that
why customers behave in a particular way or how they
can show their in actions for the new product which has
been launched by Coca Cola.

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Contd...
Quantitative Research:- If Coca Cola wants to know the
behaviour of their customer regarding their products and
services delivered by them they can use different methods
of getting quantitative data.
Primary Research:- This is one of the option of research
available to Coca Cola if they want to know responses of
the customer about their products and services.
Secondary Research:- This is kind of research where the
information or the views of the customer of Coca Cola
are gathered from the secondary sources which is the
work of the other research.

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References
King, B., 2010. Bank 2.0: How customer behaviour and
technology will change the future of financial services.
Marshall Cavendish International Asia Pte Ltd.
Matute‐Vallejo, J., Bravo, R. and Pina, J. M., 2011. The
influence of corporate social responsibility and price
fairness on customer behaviour: evidence from the
financial sector. Corporate Social Responsibility and
Environmental Management. 18(6). pp.317-331.