Consumer Behaviour and Insight Assignment - Apple iPhone

Consumer Behaviour and
Insight - Apple iPhone

Table of Contents
SUMMARY OF REPORT................................................................................................. 3
INTRODUCTION........................................................................................................... 3
MAIN BODY................................................................................................................. 3
P1 Explain and analyze the stages of the consumer decision-making journey a given product or service
................................................................................................................................ 3
P2 Explain why it is important for marketers to map a path to purchase and understand the consumer
decision-making process in the context of Apple’s iPhone.......................................................4
M1 Evaluate how marketers are responding to the decision-making process.................................5
CONCLUSION AND RECOMMENDATION........................................................................5
REFERENCES............................................................................................................... 6
TASK 2......................................................................................................................... 7
Covered in PPT............................................................................................................ 7
TASK 3......................................................................................................................... 7
INTRODUCTION........................................................................................................... 7
P5 Evaluate how marketers can influence the different stages of the decision-making process of B2B
and B2C..................................................................................................................... 7
M3 critically evaluate how marketers influence each stage of the decision-making process with
reference to relevant methods........................................................................................... 8
D1Critically evaluate the application of appropriate theories, concepts and models that influence and
Impact upon the decision making process............................................................................8
CONCLUSION AND RECOMMENDATION........................................................................8
REFERENCES............................................................................................................. 10

SUMMARY OF REPORT
Consumer behavior is the study of how an individual, customer, group, organization
select and use goods to satisfying their needs and wants in better manner. It defines as the
consumers in the market place and underlying motives for such activities and actions. The report
is based on Apple IPhone which is international technology and electronic company and it is
identify their customer decision making process on the basis of attitude and behavior.
INTRODUCTION
Consumers are the people who are buying and purchasing products and services from the
market areas for their personal usage and requirement (Aschemann-Witzel and et. al., 2017). The
report is based on Apple which is international technology company that design, develop and
sells consumer electronics in the large market area. The main motive of this assignment is to
understand different stages of consumer decision making procedure for the Apple product
especially on IPhone. Along with this, identify the impact of consumer decision making and
complexities of customer behavior in regard to Apple IPhone.
MAIN BODY
P1 Explain and analyze the stages of the consumer decision-making journey a given product or
service
There are many aspects which are overlooked by customer while making their purchasing
decision. Ascertain the information about different factors is necessary to grab the information
about the consumer behavior and know their requirements perfectly (Carter and Yeo, 2016).
There are many stages firm which a consumer passes through while making decision that will
add to understand the consumer behavior regarding making decision about purchase of Apple
iPhone:
Need: This is the first stage which force consumer to purchase product. I phone is
premium class product which contains every type of feature and provides optimum security to
user. This is the basic cause that consumer prefer to purchase a phone which fulfils all their
needs.