Consumer Behaviour and Insight: Digital Audience Research Report

This report delves into the multifaceted realm of consumer behavior, focusing on the key distinctions between B2C and B2B decision-making processes. It utilizes market research to highlight these differences, exploring how personality, self-perception, and motivation directly influence customer decisions. The report examines behavioral and cognitive approaches to consumer learning, alongside the impact of cultural and other relevant factors on consumer choices. Furthermore, it investigates how organizations leverage their understanding of buyer behavior to shape the decision-making process in both B2C and B2B contexts. The analysis extends to the evaluation of digital audience research developments, assessing their role in understanding and influencing consumer behavior. The case study utilizes "Planet Organic" as a business example for application of the concepts.

Consumer behaviour
and Insight
(Part-2)

Table of Contents
INTRODUCTION...........................................................................................................................1
Compare and contrast the key differences between B2C and B2B decision-making processes.1
Market research which shows the difference between B2B and B2C........................................2
In the decision- making process of customer have direct influence of personality, self and
motivation and customer perception...........................................................................................3
Behavioural and Cognitive approaches in consumer learning....................................................4
Cultural and other relevant factors which have impact on consumer behaviour........................4
Organisations use an understanding of buyer behaviour to influence the decision-making
process within both a B2C and B2B context..............................................................................5
Evaluate the use of digital audience research developments to understand and influence
consumer behaviour....................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Consumer behaviour may be defined as how individual customers, group or an
organisation utilised products and services with a motive of maximising their satisfaction level. It
is essential for an organisation to understand the consumer behaviour which makes direct impact
on their sales and sustainability. “Planet Organic” is UK-based company which is operated at
small-medium scale offering wide range of products such as Organic vegetables, household
goods and affordable wholesome food products. The report discusses about the forces that may
influences the decision-making process such as consumer perception and personality. The report
will also focus on the use of digital audience research development to influence the consumer
behaviour.
Compare and contrast the key differences between B2C and B2B decision-making processes
The major focus of every organisation is sell their products by providing the best service
to the consumer. Thus they use B2B sales approach for the business and B2C for consumers. It is
up to the choice of association that which one they prefer. The major power to influence the
market is in the hands of customers with the help of various approaches. Some of the major point
which distinguish B2 and B2C are listed below in the table:
Basis B2B B2C
Buying decision Sales in B2B aspect requires
a proper rational analysis and
assistance of the seller and
availability of time for
consideration. This is all
because of commercial
purpose
It is one of those process where
decision of buying requires less
time as authority is always with
single person.
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Marketing strategy decision It does not require mass media
but personal contact within
sales person in the
organisation can serve as main
contacts.
For influencing consumer, it
mainly requires the help of
social media and mass media.
Decision related to market size It do not require any bigger
market place for performing
business activity.
It mainly requires bigger
market place in terms of
geographical appearance.
Identifying needs They will try to understand the
situation and demand of the
market as a part of marketing
strategy.
The main technique for
influencing the customer is
through the process of
advertisement.
Market research which shows the difference between B2B and B2C
Business to consumer refers to the transaction that has taken place between the firm and
consumer directly. Whereas, Business to Business refers to Transactions between two different
businesses to achieve the mutual objectives effectively.
There is a huge difference between in both the market research which is explained below:
B2B market research
It includes the process of discovering the market insight by the help of survey and sample
representation of contestant. In B2B the business organisations buys products for their own
purposes. The B2B market research assist in computing the various metrics for example the
needs of market and acquisition cost of customers. Whereas, B2B will assist planet organic in
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obtaining information about its potential customers, rivals and also about the economy condition
of the market. It also assist to find various market opportunities and also helps in finding
efficient ways to tackle threats.
B2C market research
The B2C market research is channelled through customers. In this research the question
will be asked to the customers in relation to the products and services supplied by the
organisation. In addition to this planet organic will also conduct the research to figure out about
the needs and demands of the consumers. It will aid in satisfying the demands of consumers in a
effective manner. By the help of this research organisation will know about the market trend,
preferences and needs of the customers.
In the decision- making process of customer have direct influence of personality, self and
motivation and customer perception
This will analyse the impact of self motivation, perception of consumers and
personality on the decision making process:
Personality:- In this the company will firstly try to understand the needs of the customer
and will try to convert them into offerings. As the needs of the customers is different from one
another the impact also varies.
There are two types of personality factors under this which can influence the consumer
decision making process. Openness, customers try to buy that particular product which have
attractive features. In agreeableness the customer purchase that product in which they have past
experience it shows a positive impact on the decision making process because customer have
good experience with that product in the past and satisfied the need as well accordingly they
want to purchase it again.
Perception of Consumers:- This factor treated as a psychological variable in the
decision making process. As the perception of every people differs from each other. This factor
in the decision making process customer adopt to analyse and interpret the information for
understanding the product and it is also vary person to person. Different perception of the
customers will lead in creating a different impact on the decision making process for them.
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For example, the perception of an individual is to purchase grocery in a very reasonable
price and other individual want to buy fresh fruits. So, it is vary from individual to individual.
Self Motivation:- This factor plays a positive impact on decision making process of
customer. It is clear from the word itself that if the customer is self motivated then they will take
an effective decisions. Suppose if the customer want to purchase a product of a particular brand
and if they get the product in the market so, it shows a positive impact in the decision making
process and customer want to purchase it again and again.
Behavioural and Cognitive approaches in consumer learning
Consumer learning is a process which helps the consumer to acquire the
knowledge from purchase of product to its final consumption. The two approaches of consumer
learning are described below:
Behavioural approach
This approach refers to the stimuli generation as output and input which focus on
immediate behaviour rather than process oriented. This approach contains two theories which are
discussed below:
Classical conditioning: In this theory of consumer learning the outcomes are develops
from the mixture of two stimuli in the market. If one stimuli is not presented then automatically
the outcome will be the same.
Instrumental Conditioning:- This theory believes that the outcome is develop like trial
and error procedure in which the stimuli is already generated in the customer but will be
completed when they purchase and use it. It shows the link between stimuli generation and their
response.
Cognitive approach:- This theory is the complex mental process in consumer learning.
Consumers are open to take information and knowledge of new products and services on a daily
basis to enhance and improve their learning. This theory emphasis on the motivation to derive
the outcome.
Cultural and other relevant factors which have impact on consumer behaviour
Consumer behaviour is the process which deals with various activities started from the
purchase of goods and services to its full and final consumption. There are several factors which
are associated with cultural and also influence the behaviour of consumer are explained below:
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Cultural factor: As the people have different cultural, region and each one have to
follow it because it is started by the society or head of the family. This factors contains values,
beliefs, behaviour taste and preferences of an individual which have favourable or unfavourable
impact on the behaviour of the consumer.
For instance, if an individual is more concern about saving the money and live a normal
life and want to use that money on future and on the other hand an individual of an specific area
want to live a comfortable and luxurious life now so, they will spend more money on their life
style without concerning about future.
Social factor: This factor divides the society on the basis of their occupational level,
education etc. It includes several individuals which share common value also known as sub-
culture. In this type of society customer are divided into groups which have same taste and
preferences and influence the behaviour of a consumer in a positive and negative manner.
For example: Before purchasing anything an individual try to take decisions from other
users as well like family member etc. to know another perspective of that product which is
beneficial to purchase that product or not.
Economic factor: This factor plays an important role in the consumer decision making
process. It contains savings, liability income and savings of an individual. Suppose if the
consumer have more savings so, they want to spend more and if the income is low then
consumer don't want to spend on a regular basis.
Personal factor : This factor is related to the perception of an individual. Old age people
influence a negative impact on the behaviour of the consumers while purchasing because they
like to buy the products which are useful for them and which they like.
For example: Youngsters purchase those products which are more attractive and have a
unique specifications or features.
Organisations use an understanding of buyer behaviour to influence the decision-making process
within both a B2C and B2B context
Both consumer and business have common buying behaviour which makes huge impact
on their purchasing decisions. It is important for every organisation to properly analyse the
buying behaviour of both buyers and business so that maximum revenue can be generated in
form of increasing sales and market share. It can be further described as under:
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Buying process of consumers: Buying process is related with analysing the market in
terms of gathering information about the needs and demands of the consumers. It concentrates on
knowing consumer buying decision and their influence on overall organisations growth and
profitability. Therefore it is important for planet organic to examine market behaviour in relation
to their products.
Product specification analysis for target business owners: Normally businesses have
their personal purchasing process and they stick to it. An individual will survey about different
elements like cost, demand and benefit of new purchase. It is considered to be a formal process.
Expected buying reckon upon its match with the product specification. Business know exactly
about what they have to buy according to their requirements. Business organisations are flexible
while looking at expected purchaser and will be able to neglect their initial specification if it is
being faced with some improved choices.
Evaluate the use of digital audience research developments to understand and influence
consumer behaviour
In modern scenario, it is essential for every organisation to update itself with different
digital technologies so as to reach to maximum targeted customers. Therefore, the management
of “Planet Organic” need to consider the outcomes of following digital technologies and adopt
suitable one according to the market trends and requirements:
Social media: It is popular and known digital platform where large number of people are
active on daily basis. It facilitate “Planet Organic” to identify and influence buying behaviour of
customers through collecting feedbacks and give reviews on them which brings trust and loyalty
towards company. Thus, social media platform is best to adopt by “Planet Organic” to increase
existing customer strength and profitability.
Website of company: It is another effective digital tool through which “Planet Organic”
can attract maximum number of people who are using internet services. By using such platform,
the company can advertise their products and services on their official website along with the
discounted offers which can easily influences maximum number of customers. It is an
opportunity for company to update their existing customers with new products and services
which create awareness in market.
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CONCLUSION
From the above report, it has been concluded that an organisation mainly targets to
achieve huge profitability. For this, management always focuses on perception and needs of
customers which can influences their decision-making process. B2B and B2C marketing
approaches play an important role in influencing customers and makes huge impact on the
existing offerings of an organisation. Adoption of digital technologies such as social media
platform, official website etc. are more effective for an organisation in order to reach their
business to different market areas.
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REFERENCES
Books and Journals
Bereznoy, A., 2019. Catching-up with supermajors: the technology factor in building the
competitive power of national oil companies from developing economies. Industry and
Innovation. 26(2). pp.127-157.
Chiarucci, R., Loffredo, M. I. and Ruzzenenti, F., 2017. Evidences for a structural change in the
oil market before a financial crisis: The flat horizon effect. Research in International
Business and Finance. 42. pp.912-921.
Huang, R., Kim, H. and Kim, J., 2013. Social capital in QQ China: Impacts on virtual
engagement of information seeking, interaction sharing, knowledge creating, and
purchasing intention. Journal of Marketing Management. 29(3-4). pp.292-316.
Senechal, T. and el Kaliouby, R., Affectiva Inc, 2018. Facial analysis to detect asymmetric
expressions. U.S. Patent Application 10/108,852.
Shih, T.Y. and Ke, S.C., 2014. Determinates of financial behavior: insights into consumer
money attitudes and financial literacy. Service Business.8(2). pp.217-238.
Wilf, I. And et. al., 2018. Method and system for predicting personality traits, capabilities and
suggested interactions from images of a person. U.S. Patent Application 10/019,653.
Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature
review. Decision Support Systems.86. pp.95-108.
Online
Difference Between B2B and B2C. 2019. [Online]. Available through
:<https://keydifferences.com/difference-between-b2b-and-b2c.html>.
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