B2C VERSUS B2B MARKETS
1. B2C: Role of consumers and customers
2. B2C: Consumer typology in terms of shopping behavior
3. B2C: Buying decision process
4. B2C: Consumer behaviour in different cultures
5. B2B market and its characteristics
ROLE OF CONSUMERS AND CUSTOMERS
❑ Customer versus consumer?!
❑ Consumer behaviour - a summary of external symptoms,
activities, actions and reactions of the organism, divided by the
psychological nature into instinctive, addictive and intellectual
area.
❑ Consumer behaviour can not be understood in isolation without
regard to the general behaviour and without links to the micro
and macrostructure of the society.
❑ We can get information about consumer behaviour from different
disciplines – psychology, sociology, cultural anthropology,
economics and so on.
BLACK-BOX MODEL
Inputs/stimuli
Product, price,
place, promotion,
economic,
technological,
WoM, …
Processor
Buyer
Outputs/behaviour
Product purchase
Brand purchase
Brand loyalty
Size of purchase
Frequency of purchase
❑ The behaviourist school of psychology concentrates on how people
respond to stimuli.
❑ Only the inputs and outputs are measured. Any internal mental
processes that cannot be measured are ignored.
❑ Careful analysis under controlled tests (using reasonably
sophisticated computer models) can reveal the optimum price, the
optimum level of advertising and so on.
 The subdivision of people systems, objects or phenomena
into groups according to various criteria, symbol or set of
symbols. (Hartl, 1996)
 According to Woods (1960): Addictive determined, rational,
critical on the basis of price, impulsive, emotional and groups of
new consumers who have not been yet stabilized and are not
included in any group.
 Another approach to the typology:
 Bio customers
 Visionary customers (like trying new things)
 Hedonistic customers (primarily want to experience the joy,
emotion)
 Customers with imagination (mass individuality, human values in
the industrial world)
2. CONSUMER TYPOLOGY IN TERMS OF SHOPPING
BEHAVIOR
 Roger´s model of adopters - typology of customers within
the process of implementing new product on the market:
 Innovators - enthusiasts - 2.5 %
 Early adopters - visionaries - 13.5 %
 Early majority - pragmatists – 34 %
 Late majority - conservatives – 34 %
 Laggards - skeptics – 16 %
CONSUMER TYPOLOGY IN TERMS OF SHOPPING
BEHAVIOR
 Consumers LOHAS (Lifestyle of Health and Sustainability) - it is
a lifestyle whose adherents care about health, the environment,
personal development, ethics and social justice.
 Organic products buying with ethnic origin, demand for quality, luxury
and environmental friendliness, ethics and responsibility.
 High-quality nature based products using the latest recipes and
technologies, biological degradability, renewability of resources and
recycling of used packaging.
 The establishment in USA.
CONSUMER TYPOLOGY IN TERMS OF SHOPPING
BEHAVIOR
3. BUYING DECISION PROCESS
Overall, the whole process can be divided into five stages:
 Problem recognition - awareness of the needs we want to meet
thanks to purchase. Hierarchy of Needs shows many models – e. g.
Maslow's pyramid.
 Information search - lack of information increases the sense of
risk and their excess can lead to disorientation. Sources of
information may be different - personal, media, ...
 Alternatives evaluating - information comparing and selection of
the most appropriate solution, emotional involvement processes.
 Purchase decisions - decisions when to buy the product (except for
impulsive purchases).
 Purchase evaluation - satisfaction with the purchase and the
resulting benefits, the care of "postpurchasing" behaviour made by
the seller.
BUYING DECISION PROCESS
 Personal human dispositions influence buying decision
process.
Personal disposition
goals  needs and wishes
Disposition for purchase
Purchase with decision
Technical, economical,
esthetic and other criteria 
purchase yes or no
Purchase without
decision
Habit, impulse
(internal, external)
Unrealized wishes
Source: Vysekalová, Chování zákazníka, 2011
POSSIBLE INFLUENCING FACTORS
 Mental characteristics of people - perception, attention,
memory, predisposition, ...
 Personal qualities of the person - age, income, occupation,
lifestyle, personality, shopping and consumer habits ...
 Social influences – roles and family, social classes, culture and
subcultures, …
 The product itself - the brand, package, price, quality,
appearance, aroma, taste, ...  emotional impact of product
 Place of sale - use of marketing communication tools merchandising,
POP materials, sensorial marketing ....  more
included in individual lecture.
❑ The influence of social groups so called primary and
secondary groups.
❑ Primary group – „a personal link“ or the initial group, it is
typical direct contact with all participants. An example is the a
family, friends, neighbors, coworkers, a children influence!!!
❑ Secondary group - "impersonal link" or a formal group, when
there is the existence of more or less developed characters,
the organization of complementary roles, differentiated over
the domestic distribution functions. An example is the social
movements, political parties, trade unions, businesses etc.
❑ Primary and secondary social groups have impact on so-called
„Consumer socialization“ - used to guide individuals in
consumer behaviour. In this sense, we talk about the reference
groups that influence shopping and consumer behaviour,
especially in the area of expensive products or new products in
the market.
POSSIBLE INFLUENCING FACTORS
 Type of purchase - Version A
 Extensive problem solving (EPS) - the buyer does not make
decision before the purchase, buyer actively seeks information
and pays attention to various information sources. It is mostly
connected with the purchase of more expensive products.
 Limited problem solving (LPS) - a product or brand is unknown,
but based on general experience connected with shopping.
 Routinized response behaviour (RRB) – the buyer buys the
same. These include food. It is an addictive conduct, loyalty to a
particular brand.
 Impulsive purchase - reactive negotiations, arguments are
irrelevant. It is connected with small purchases.
TYPE OF PURCHASE
 Type of purchase - Version B
 Automatic behaviour - routine, it is a regular purchase at a
lower price, emphasis on personal experience.
 Solving of limited problem - the customer knows the
assortment, just needs additional information.
 Solution of extensive problem - expensive, unknown
products, buyer needs time to search for information and then
compares the alternatives.
TYPE OF PURCHASE
DECISION MAKING UNITS
 Initiators: those who begin the purchase process (child
– toy).
 Influencers: those who provide information and add
decision criteria throughout the process (brother, sister,
friends).
 Deciders: those who have the authority to select the
shop (mother).
 Buyers: those who have authority to buy (father).
 Users: Those who actually use the product (child).
„Where is heaven and where is hell? Heaven is where French people
cook, German people are mechanics, English people are policemen,
Italians are lovers and Swiss people organize it. And hell? This is
where French people are mechanics, German people are policemen,
Englishmen cook, Swiss people are lovers and Italian people organize
it!“(Usunier)
 Many cultural elements that create a predisposition consumer
influence consumer behaviour. These are mainly customs and
values, symbols, rituals, myths, religion, value orientation and so
on.
 Socio-cultural specifics must be reflected in marketing
strategies to match the expectations and demands of
consumers!!!
4. CONSUMER BEHAVIOUR IN DIFFERENT CULTURES
 Country of Origin Effect (CoO effect) so called made in - the
image that we create for the country since childhood, it affects
the assessment of the products and brands according to country
of origin. Products manufactured in developed countries are
perceived as lower quality and conversely. Certain countries
enjoy a reputation for certain goods: Japan for automobiles and
consumer electronics, USA for high-tech innovations, soft drinks,
toys, cigarettes and jeans, France for wine, perfume and luxury
goods, ….
 The rate of ethnocentrism in society – it includes the
perception of values and norms of own group as the only
correct, useful and truthful. In the context of consumer behaviour
it is the customer's concern of own nation economic damage in
the case of foreign products buying.
CONSUMER BEHAVIOUR IN DIFFERENT CULTURES
 A reflection of the culture of the country is also
advertising that reflects the value systems and mentalities
of the country - examples:
 American style - Television advertising is often based on
verbal expression. A typical feature is an exaggeration and
strong arguments. There is very often use of celebrities. The
advertising style reflects assertiveness and emphasizes
competition ...
 German style - Strong information orientation of advertising
message, communication is direct, full of information and
facts. There is often use of indoctrination and direct
demonstration of the product use. The quality and technology
are important factors.
 Italian style – The drama and story dominate in advertising.
The family and children play the major role. The product is
often presented as part of the art ...
CONSUMER BEHAVIOUR IN DIFFERENT CULTURES
 A reflection of the culture of the country is also
advertising that reflects the value systems and mentalities
of the country - examples:
Spanish style - Advertising is full of dreams and ideals with
elements of creativity. Success is based on a random
coincidence. This is reflected in the frequent use of the words
as magical, mysterious and so on.
French style - Typical advertising elements are bizarre,
fantasy and attempts to reach the effect. Advertising focuses
on technology, skills, new ideas and shows the benefits
arising from them. The elements of beauty, sensuality are
very popular. Beautiful representation of women as a
metaphor for beauty and aesthetics, image and style are used
a lot.
CONSUMER BEHAVIOUR IN DIFFERENT CULTURES
 Larger buyers, high buyer concentration
ration.
 Closer supplier – customer relationship.
 Geographically concentrated buyers.
 Derived demand from consumer markets.
 Professional purchasing.
 Multiple buying influences.
 Inelastic demand.
5. B2B MARKET AND ITS
CHARACTERISTICS
B2B MARKET AND ITS CHARACTERISTICS
B2B
 Focussed on business
relations.
 Maximizes the value of
trading relationships.
 Based on niche markets.
 Purchases generated by
rational factors.
 Importance of business
partnerships.
 B2B buyers are longer-term
buyers.
B2C
 Focussed on products.
 Maximizes the value of the
transaction.
 Purchase cycle comprising a
single step.
 Efforts focus on POS visibility.
 Purchases generated by
emotional factors.
 Importance of marketing
communication.
TRADE PURCHASING PROCESS –
B2B - DMU
 Initiators: those who begin the purchase process, e.g.
maintenance contracts.
 Users: Those who actually use the product.
 Deciders: those who have the authority to select the
supplier/model, e.g. production managers.
 Influencers: those who provide information and add decision
criteria throughout the process, e.g. accountants.
 Buyers: those who have authority to execute the contractual
arrangements, e.g. purchasing.
 Gatekeepers: those who control the flow of information, e.g.
secretaries who may allow or prevent access to a DMU
member, or a buyer whose agreement must be sought before
a supplier can contact other members of the DMU.