Consumer Behaviour and Insight

This document explores the study of consumer behaviour in the context of Apple's iPad, including the decision making process, factors influencing the decision, the black box model of consumer behaviour, and different market research methods used in B2B and B2C. It also evaluates the similarities and differences between B2B and B2C decision making processes, and the factors influencing the decision making process.

Consumer behaviour and
insight

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................4
1.Five different stages of the decision making process and factors which affects this process in
the context of the B2C.................................................................................................................4
2. Black box model of the consumer behaviours and their influences on the marketing
decisions.......................................................................................................................................5
3.Mapping of the process of the decision making of the customer.............................................6
SECTION 2......................................................................................................................................8
4. Similarities and the differences of the B2B and B2C in the decision making process of the
customer.......................................................................................................................................8
5.Different methods of the market research which is used in the B2B and B2C........................8
6.Impacts of the market researches on the stages of the consumer decision making process.. .10
SECTION 3....................................................................................................................................10
7. Evaluation of the factors which influence the decision making process...............................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour refers to the appropriate understanding the decision making process
of the groups, people and company which is related to their purchase selection, use of the
products and services. It is the study which determine that how the customer make their decision
on the needs, wants and desire and how they purchases the products and services as per their
needs and wants. This file determine the study of the consumer behaviour in the Apple. Apple is
the largest multinational technology company which sells the electronic products and services
across the world. The headquarter of the apple is at the California, US. In this file there is the
examination of the iPad. There is the evaluation of the five stages of the consumer decision
making process and analysis the factors which affects this process. There is the evaluation of the
black box model and their impacts on the process of decision making. This file also determine
the similarities and the differences of process of the decision of the B2B and B2C. Different
methods of the research on the consumer which is evaluated. There is also the evaluation of the
factors which affects the customer decision making process.
SECTION 1
1.Five different stages of the decision making process and factors which affects this process in
the context of the B2C.
Before buying the products and services the customer must go through the process of the
decision. The products and services of the Apple are very popular in the customer so everybody
wants to purchases because they fulfil the needs and wants of the customers. The five stages
included in the decision of the customer are described below:
Need recognition: When the customer identify their needs then this step comes in the process.
For the purchasing of the apple iPad the customer first determine that there is need of the iPad in
their daily working (Xiang, Magnini and Fesenmaier, 2015). Need recognition is the important
step in which the customer evaluated their needs and wants related to the iPad of the apple.
Information search: It is the stage in which the customer wants more and more information
about the products before purchasing the product. The customer collect the information of the
products from the various sources because they did not wanted feel regret on the decision of the

purchase. The apple promotes the iPad by advertising on the social media, TV newspaper so the
customer take the full information.
Evaluation of the alternatives: After collecting information customer then select the best
alternatives from the market according to their needs and wants. The apple manufactures the
iPad as per the requirements of the customer so that it will increases the sales and productivity of
the business as well (Carlucci, and et.al., 2015).
Purchase decision: When the all the decisions are taken in the above stages then the they finally
purchase the product as per their wants and needs.
Post purchase behaviours: This stage states that the customer make the analysis and
determination that the purchase of the products are useful or not. This stage is used when the
customer is purchasing the products.
There are lots of factors which influence the decision making process of the customer
which are described below:
Economic factors: If the people afford the product then they bury the products. The needs and
wants of the customer are not important because if the customer cannot afford the product then
they could not purchase them. To increases the sales of the iPad the apple also make the products
according to the middle and lower income people of the world
Social factors: This factors involves the family society and groups which influences the
purchase decision of the customer (Bian, and et.al., 2016). People will learn lots of value from
this factors so the apple also attract the base of the customer for the sales of the iPad.
Personal factors: Age, lifestyle, occupation, gender and social and the economic status of the
people are come under this factors. These factors will affects the decision of the customer on the
purchase of the particular products. Production of the iPad is also as per the these factors because
these affects the purchases decision of the customer.
2. Black box model of the consumer behaviours and their influences on the marketing decisions.
The black box model refers to the process of the promotion which is taken by the apple to
promotes the iPad to attracts the number of the customer. It finds the those advertisements which
is responsible for the behaviours of the buyers. This model states the thinking of the people
which means they understand easily when the inputs and outputs are clearly defined. Th inputs
are the characteristics of the customer and their decision making process also. Outputs of the
black box model includes product, price, place and environmental, factors like political, cultural,

technological and economical. Marketer will analysis and determine the characteristics of the
customer which includes the value, knowledge, motives and perception and then they produces
the iPad of as per their needs and conditions (Sasmita and Mohd Suki, 2015). In the business of
the apple the marketing strategy of the marketers is to promote, price and places the iPad which
increases the sales of the. The products is also made as per the environmental factors because it
influences the behaviour of the people towards the products. The markets cannot analysis
because the needs and wants of the people are changes continuously and the business marketers
cannot identify what the things are going in the minds of the customer about the products. To
increases the sales and the productivity of the iPad then there marketers will advertise the
product and marketers then by meeting and describe the features of the iPad personally to the
customer.

3.Mapping of the process of the decision making of the customer.
Need
identification
Information
search
Evaluation of
the
alternatives
Purchase
decision
Post purchase
evaluation
Questions Customer
finds the needs
and
requirements
of the iPad in
the life so the
marketers
made the iPad
as per the
needs of the
customer.
Customer
gather the
information
about the iPad.
The marketers
of the apple
advertise the
iPad in the TV
and social
media so that
the customer
get the
information.
Marketers will
identifies the
level of the
competition
which affects
the decision
making of the
customer
Provide the
customer both
the online and
offline
purchasing of
the iPad
(Piscicelli,
Cooper and
Fisher, 2015).
Evaluate that
the customer
is satisfied
with the
features and
quality of the
iPad.
Feelings Before
purchase the
iPad the
customer
hesitate that it
is useful for
them.
Sometimes the
customer get
confused in
different
electronics
products. The
markets will
solve the
confusion of
the customer
by showing
Solve the
problem of the
customer due
to the negative
feedback on
the online
websites.
Customer
changes their
mood but the
good quality
of the iPad
makes the
customer fix
their mood.
provides the
good features
so that the
customer leave
the positive
feedback
about the iPad.

the best
features to
them
(Pounders,
Kowalczyk
and Stowers,
2016).
Need to The Apple
make the iPad
affordable for
all the people
so that the
price factor
dies affects on
their sales.
Marketers
provide the
best quality of
the products.
Which fulfils
their needs
Customer
make the
decision after
They shop as
per their needs
of the online
and offline
shopping
Made the
products as
per the needs
so that the
customer will
stick to the
apple
products.
SECTION 2
4. Similarities and the differences of the B2B and B2C in the decision making process of the
customer.
Similarities:
 Both the B2B and B2C needs the effective and efficient services to the customer and
better experience of the customer in the business.
 The main aim is to maintain the loyalty of the customer.
 Purchaser who are contemporary are very intelligent and knowledgeable as compared to
the customer before generations.
Differences:
In the sales of iPad to the B2B the customers makes their decisions of purchasing the
products on the basis of the consideration which is rational and strategic. This consideration
means how the iPad increases the profitability of the apple. On the other hand in the B2C the
customer done their purchasing only when the company maintain the emotional relation with the

customer and the product (Mylan, 2015). B2B for the sales of the iPad require the longer time as
compared to the B2C because there is the maximum sales in the B2B and increases in the profits
as compared to the B2C. In the B2C the focus of the apple is on the needs and desire of the
customer but on the other hand B2B is very cost efficiency.
5.Different methods of the market research which is used in the B2B and B2C.
There are various of the market research which is used by the Apple in the B2B and B2C
and have effects on the decision making of the customer. These methods are described below:
Primary method: This method focuses to collect the fresh data and information on the specific
subject matter. So the company identifies the information which is from the research of the first
hand.
Advantages: The collection of the information is personally from the researchers
(Venkatraman, and et.al., 2015). The researchers have the full ideas from where and how they
collect the information about the customer and the market.
Disadvantages: The drawback of this method is takes much time in the process and
require lots of money to done this process.
Secondary: By the use of this method it only gives the answer to the question which is specific
and it does not gives the answer to the questions which is on the issues that are irrelevant. In this
method the information of the customer is not collected but the make the decision on the
information which is available from the primary research.
Advantages: This method is saves the money and time because it is very economical. It
is the method from which the comparison is possible on the basis of the information which is
collected by the researchers.
Disadvantages: The information and data which is collected in the secondary research
method should be outdated. The data is not accurate in the secondary method.
Qualitative: It gives information about actions, ideas, opinion, wants and needs of the customer.
The research is based on the behaviours of the customer about the products and services of the
market.
Advantages: It gives the detailed information about the needs and wants of the market.
With the help of the qualitative information the company could finds the new ideas and inspire
from the open environment

Disadvantages: It does not brings accuracy in the business and sometimes there it is not
essentials in the business operations. There is need of the experience for the researchers to get
the qualitative information.
Quantitative: The collection of the information in this method is done with the help of the
statistics and facts. This data is collected with the help of the survey and questionnaires.
Advantages: For the awareness of the brand apple uses the quantitative information from
the market research. In the creation of the graphs and charts of the business this information is
very effective and efficient.
Disadvantages: It gives the improper representation of the population in which the
company is sales their products. The information do not have the ability and capability to control
the environment. In this research the outcome are very limited.
The Apple is taking the primary research method in the B2B and B2C because it gives
the fresh information about the customer needs and wants about the iPad. The primary method is
the one in which there is the research about the behaviours of the customer and then the decision
is taker place on the production of the iPad (Rödiger and Hamm, 2015). The provides the iPad as
per the requirements of the customer.
6.Impacts of the market researches on the stages of the consumer decision making process.
For the satisfaction of the needs and wants of the customer the apple advertise the iPad by
showing their effective and efficient features. To increases the sales and the profits the apple uses
the social media such as the Facebook and Instagram to provides the information about the iPad
to the customer. By applying the primary research method the researcher get the fresh
information about the requirements of the customer. They also uses the secondary method which
provides the comparison on the basis of the primary information (Lim, 2016). Apple provides the
best features in the iPad so this is the advantage of the apple over the other electronic cheaper
products of the brand which is low quality. In the business of the apple they make the easy policy
of the purchase that does not creates the problem for the customer in the purchasing.
SECTION 3
7. Evaluation of the factors which influence the decision making process.
Personality: The manager of the apple focused to maintain the image of the employees in the
business environments. The decision making process is highly influenced by the employees due
to their beliefs and perceptions of thinking. The apple uses the Carls Rogers theory of the

personality because of which they maintain the effective relation and personality of the
employees in the business environments which leads to the success of the company.
Motivation: For the promotion of the iPad the apple uses the maslow's hierarchy of need theory
in their business with the fulfilment of the physiological, social, safety, esteem and self
actualisation needs of the employees they encourages them towards the maximum sales of the
iPad in the market. If the personal needs and wants of the people accomplish then they are
focused to the organisation needs and objectives (Hofacker, Malthouse and Sultan, 2016).
Motivated employees makes the effective and efficient in the apple which increases the sales and
the growth of the products in the markets.
CONCLUSION
From the above study it can be concluded that consumer take the decision on the basis of
their needs and wants of the of the specific products and services. The behaviours of the
consumer are determined by the requirement of the particular product in their daily life. There
are lots of factors which affects the process of decision making of the customer such as
economical, social, personal, cultural.

REFERENCES
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