Consumer Marketing / B2C (Business to Consumer) ma

Consumer marketing refers to the buying of
products and services for personal or household use

The peculiarities of B2C marketing are defined by the customers. The B2C customers often / usually:
- purchase goods and services to meet individual or family needs;
- need emphasis on psychological benefits;
- buy on impulse or with minimal processes;
- purchase as individuals or as a family unit;
- buy small quantities and buy frequently;
- are content with a standardised product package targeted at a specific market segment;
- find switching to another supplier easy;
- accept the stated price;
- purchase from intermediaries;
- justify an emphasis on mass media communication .
The consumer buying decision-making process includes the following steps:
1) problem recognition;
2) information search;
3) information evaluation;
4) decision;
5) post-purchase evaluation.
The decision-making process is affected by a number of complex influences, such as:
- individual influences (personality, perception, motivation, attitude);
- group influences (social class, culture / subculture, reference groups, family);
- situational influences (sociocultural, technological, economic, ethical, political / legal, ecological)

Sources:

⠀ Leverick F. (2005). Consumer marketing. In D. Littler (Ed.). The Blackwell Encyclopedia of Management. Marketing (2nd ed., pp. 64-65). Blackwell Publishing (р. 64)

⠀ Brassington, F.,Pettitt, S. (2013).Essentials of marketing(3rd ed.). Pearson Education Limited (p. 110).