Understanding Consumer Behaviour and Decision-Making Process: A Case Study of Apple's iPhone X

This document provides an in-depth analysis of consumer behaviour and the decision-making process, focusing on Apple's iPhone X as a case study. It explores the stages of decision-making and the importance of mapping a path for marketers to enhance their understanding of customer's decision-making process. Additionally, it discusses the differences between B2B and B2C decision-making processes.

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Analysis along with the explanation in relation to decision making stages.........................3
P2. Importance of mapping a path for marketers to enhance the understanding in relation with
customer's decision-making process...........................................................................................5
TASK 2............................................................................................................................................7
P3 Differences linking within decision-making process of both B2B and B2C.........................7
P4 Approaches to market investigation utilised to understand process of decision making......9
TASK 3..........................................................................................................................................10
P5 Buyer’s behavior which impacts decision making process (B2C and B2B).......................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Every single business organisation dealing with any sector has been going through the
impact of consumer behaviour. In present context, it is necessary for companies to improve the
understanding relation with term “Consumer Behaviour” in order to improve productivity and
profitability of their own. Consumer behaviour incorporates the dynamic of clients and choices
depend on their necessities, taste, needs and so on. It is significant for any association to
understand client's behaviour since it is complex as everybody has alternate point of view and
towards different products and services offered by companies (Szmigin and Piacentini, 2018).
In present context, organisation that has been taken into consideration is Apple, which is
a multinational technological company. This organisation is considered to be the business to
business (B2B and B2C) firm. This report covers the decision making stages and why it is
significant for marketers. It additionally incorporates the correlation of dynamic procedure with
regards to B2B and B2C. Furthermore, techniques which are utilized in the process of decision
making and how marketers impacts the different phases of decision making is also going to be
presented.
TASK 1
P1. Analysis along with the explanation in relation to decision making stages
Over the years, decision making can be considered as a procedure that includes
determination of administrations and products. In other terms, Decision making includes the
recognizable proof and assessment of choosing a particular product. Buyer’s decision making
includes the assortment of data, assessment of the different options available and then he/she
may reach to the ultimate conclusion, which is to purchase the product or not. On the other hand,
it has been analysed that choices will get complex for the marketers as it incorporates
examination, assessment, determination in relation to developing an effective product according
to the taste of the customers. This procedure of decision making stages is specifically separated
into seven phases where iPhone X is the particular product that has been taken into consideration
for analysing the customer's buying behaviour and these are presented underneath:
Identifying the decision: It is the initial phase, which takes place and determine decision
making power of client. This is the first phase where the decision making process which has
been followed by client is divided among different aspects of needs and requirements. Clients do

perform research before reaching to a decision of purchasing a product, that if it is directly filling
their desires or not (McCluskey, Kalaitzandonakes and Swinnen,, 2016). In the same way, if it is
talked about Apple's iPhone X then customers first will be performing investigation in rightful
manner where quality, quantity and features will be the determinants that will play major role.
Collect information: This progression includes the secondary phase where relevant data
is gathered in regards to the product. This data incorporates different inquiry, for example, what
data in expected, how to gather it and the source of information. Clients of Apple's iPhone X are
recommended to gather each data about the phone which is helpful for them in order to take the
appropriate decisions whether to buy it or not.
Identification of alternatives: Subsequent to gathering the data, main effectively help
clients to look among different issues that main impact on their interest towards the chosen
product for purchasing. Including this, product doesn't meet the requirement of customers choose
another option of different items. Picking an item is particularly in clients hands which is
considered to be the reason for discovering options is that clients get the best outcome so as to
purchase the product (Samoggia and Riedel, 2018).
Weigh the evidence: In this progression, client would require to assess the utility, quality
along with desirability focusing on the requirements and the selected products which are chosen
or picked by them. They have to examine the focal points and drawbacks of the alternative which
is chosen and furthermore need to establish that the selected product is beneficial for them or not.
In this manner, the clients of Apple's iPhone X may examine capability of other option and
specifically utilises it when needed.
Choose among alternatives: When confirmations takes place, clients can select top-
quality alternatives from the total number of same sort of products. This phase, specifically helps
in selected the best product and examining the different hazard factor is included. clients may
pick 2 other options in the event that they have applicable data about the other option however
chance is additionally engaged with picking the best product and in present context, it can be
said that Apple's iPhone X can be taken or considered as an alternative choice.
Take action: This is considered to be the phase where, clients are required to actualize
their decisions that has been made by them. It includes the recognizable proof of needful assets
and set sure that their expectations are accomplished effectively. It is completely finished with
the correct usage and execution of choice. This progression includes full investigation of the

decision making process and in the event that there is any issue in their picked product (Apple's
iPhone X), at that point clients have opportunity to make right decision in specified time frame
(Erevelles, Fukawa and Swayne, 2016).
Monitor and follow-up: Last phase of the decision making phase which delivers the
information that if the product that has been taken into consideration by client is fruitful or not. It
incorporates the clients investigation of that particular product which includes checking and
utilizing it. Here, clients will get follow-up of that particular product by utilizing it. Thusly,
clients of Apple's iPhone X need to screen their choices and see whether there is any issue in
their choice or not.
P2. Importance of mapping a path for marketers to enhance the understanding in relation with
customer's decision-making process
Over the years, it has been analysed to that successful marketing of different range of
products and services relies upon the conduct of the buyers and it is fundamental to comprehend
the elements which impacts the customers. To impact the buying choice of the purchasers it is
important to comprehend their purchasing conduct. Conduct of purchasers specifically delivers
the information in relation to the communication of clients with the brand or product which is
offered by organization (Bager and Mundaca, 2017).
Through map a path the business procedure, flowcharts, information and reports can be
effectively broke down for the advertising of product. Shoppers purchasing choices portrays their
excursion which is useful for the sales reps and furthermore helps in making techniques as per
the interest of buyers. To comprehend the purchasing clients behaviour, marketers would need to
examine that for what reason do customers decide to buy the product. Their choices influence the
passionate reasons which will impact their purchasing. It is significant for the advertiser to
outline way to comprehend the purchaser Decision making and it incorporates:
Market research: Examination is significant for the marketers of Apple's iPhone X so as
to decide the prerequisites and taste of clients. Statistical surveying sums up that the enthusiasm
of clients in the particular product which is useful for marketers as by this they break down the
different variables which impact the buying of clients. It is important for marketers to effectively
dispatch their product and increase upper hand in showcase. Marketing investigation is essential
since it offer responses of different inquiries, for example,
 How buyers will carry on while purchasing an product.

 How the substitute and elective influence their favoured brands.
 How promoting efforts sway the customer conduct.
Different elements which are significant in leading statistical surveying and fundamental in
examining that why it is significant for marketers to comprehend the Decision making of clients:
While doing explore about the conduct of purchasers it is important for Apple to
comprehend different components which impacts their conduct: Psychological: It is the essential factor which influences their conduct and it incorporates
different characteristics, like, character, disposition, inspiration, values and so on which
are vital for the advertiser to conclude that for what reason would client buy an product. Personal: These are the variables which are identified with an individual and not
identified with some other gathering. These components incorporate the age, sexual
orientation, pay and expectation for everyday comforts and so forth which are
remembered for the person's very own subtleties (Zhang, and Benyoucef, 2016). Social: These variables include the qualities, religion, language and culture which should
be seen by the advertiser of iPhone to set up its promoting plans and techniques so as to
pick up the market portion. As these components are mind boggling and diverse because
of different culture so it is hard for the advertiser to set up an appropriate arrangement.
Offering special prices: Exceptional costs are offered to consumers so as to hold them
and build up the reliable customer base. Special prices influences the buyers choice to buy the
item. This factor is significant for marketers to hold their clients and it incorporates costs which
assumes a urgent need to investigate clients behaviour as it is very persuasive and compelling.
Special prices for customers incorporate different advertising methods, for example, deals
advancement, coupons and vouchers, limits, buy one get one free and so forth these are the offers
which is given by advertiser to distinguish the buyers purchasing decisions. Deals promotion
holds very high impact on the buyers purchasing conduct, for example, brand, amount, quality
and brand exchanging.
On the other side, in order to analyse the overall consumer behaviour there are a number
of models that can be taken into consideration. In present context, the model that has been
utilised is The Nicosia model and it is described in detail manner underneath:
The Nicosia model: Francesco M. Nicosia who was the developer of this model and it
was formulated in the year of 1966, where it was identified that breaking down the customer

behaviours and decisions. Nicosia Model put emphasizing influence on the connection between
potential consumers and the organization. It outlines that how buyers react to introduction of new
item (Nguyen, de Leeuw and Dullaer, 2018). The view points of the shoppers impacts both the
organization and their own personal interest which builds up the brand image of a company in
much effective and in efficient manner. This model is specifically being presented among three
sections and all of these are mentioned underneath: Dimensions of companies and the consumers: This phase the model is specifically
differentiated among two sections the first arrangements with organization's promoting
tools and techniques used along with different correspondence procedures which
influence the attraction of clients, serious condition and the qualities of focused market.
The another part incorporates the buyers measurements, for example, character,
understanding and the special thought towards the product or services, both these areas
are prominent for the marketers so as to comprehend their purchasing conduct. Search and evaluation: This is considered to be the phase where customer will begin
looking for the other brand and assess the correlation among them. For this situation, the
advertiser need to be active in favour of the consumer and supports their likely
purchasing behaviour. Advertiser need to offer products or offerings which address the
issue and taste of customers. This factor is significant as it uncovers the necessity of
client (Hofacker, Malthouse and Sultan, 2016). Feedback: In this area, it is said that feedback is essential from both the purchaser and
seller so as to discover the satisfaction or fulfilment level of them. Organization will get
advantage as input and buyer utilizes the mutual experience of others which influence
their efforts as positive criticism of the clients are significant for marketers so as to
effectively dispatch their item.
According to the above mentioned model, it can be said that this approach doesn't give
any detail clarification and analysis of inside elements which shows the behaviour and decisions
of purchaser and how advantage is developed towards the offerings.

M1 Evaluate how marketers are responding to the decision-making process, applying relevant
concepts and models.
Need recognition: What is required by marketers to understand the process of research in order
to analyse various needs and requirements of customers. It is required by them to make sure that
we properly understand the needs for the customers and apply it in their products and services.
Searching and gathering information: It is required by them to make sure that they are first
searching and gathering information about how does customer look for their products. There are
various ways such as internet through which customer look for their products they can improve
their presence on such platform.
Evaluating alternatives: There are a number of alternatives present for a product. It is necessary
by the marketer to make sure that their communication of product is better than that of their
competitors. In this way the decision of consumer while decision-making process will be in the
favor of the company and they won’t look for any other option.
Purchase of product: The services which are provided by the organisation to the consumer while
making the purchase unnecessary. It is important to hire highly skilled staff in order to make sure
that the customers in the organisation feel valued.
Post purchase evaluation: it is also required to be made sure that the feedbacks and suggestions
of customers are taken even after the sales is made to them.
TASK 2
P3 Differences linking within decision-making process of both B2B and B2C
Basis B2B B2C
Focus Primal concentration of this
type of business links directly
to delivering services to other
firms in order to develop
relations.
Focus of these organisations
links to delivering services and
products to customers in order
to develop strong consumer
base.
Relation Professional relations are
specifically maintained with
other business entities.
In present context, the
relations of B2C companies
with others (customers) can be

both professional and personal.
Motive Contracting with other
organisations is considered to
be the primal motive of a B2B
organisation so that profit can
easily be maximised
effectively (De Mooij, 2019).
Apple is considered to be both
B2B and B2C firm, whose
main motive is to develop it's
market share with the help of
offering customers with
innovative products and
services.
Time Variant Process of the operations in a
B2B organisation are
conducted monthly, weekly
and on yearly basis based on
the terms and conditions
applied within contract.
B2B firms, basically conducts
its operations on daily basis
with the help of logistics (wide
distribution channels), that also
aid in improving customer
base in much effective manner.
Decision Making In present context, decision
making process is performed
considering the mutual
agreement or contract. All the
errors in decision making are
specifically reduced to
minimal.
Under B2B, sources are
considered to stay linked with
decision making while serving
to end users. In present
context, decisions are made
based on trends, changing
needs of customers and so on.
Considering the above mentioned differentiation that took place of both B2B and B2C
organisations, it is considered that process of decision-making of both the company types
specifically different from each other (Culiberg and Mihelič, 2016). It has been analysed that,
risks linking to B2B organisations of decision making is higher as compared with B2C and the
reason that came in front was time variant, as company conducts operations in weekly, monthly
and yearly basis. On the other hand, it can also be said that decision making in B2C industry
specifically takes place on a regular basis because of rapid change in business environment like
change in trends, needs and requirements of customers and so on. Including this, errors along

with conflicts specifically made less by B2B organisations in relation to decision making
because of higher risk than B2B organisations.
P4 Approaches to market investigation utilised to understand process of decision making
In order to enhance the understanding in relation with process of decision making within
B2C and B2B organisations, it is much required by both the type of firms to consider various
concepts of market investigation can effectively be performed. Basically, Market research may
be defined as organized or optimised utility of information in relation to the market or industry in
which an organisation is dealing (Schütte and Ciarlante, 2016). In present context, Apple Inc.
performs market investigation in order to improve decision making in much effective and in
efficient manner as well. Since, Apple is both B2B and B2C organisation, it can adopt both the
types of approaches of market research in order to improve decision making process and these
are presented underneath:
Market investigative approach in Business to business – B2B consists of much more
complex decision-making process and the reason that came in front was suppliers that these
organisations carries are high in number if it is compared with Business to customer
organisations. In present context, Apple Inc. can take into consideration of market research
approach, which is presented underneath:
 Qualitative Interview – Company specifically takes advice from research experts so that
right amount of information can easily be accumulated by them in order to take
appropriate decisions in specified time frame to gain competitive advantages. In present
context, if it is talked about Apple Inc., then this organisation has already appointed
experts so that it could effectively collect qualitative data from the market for effective
decision making (Wlömert and Papies, 2016).
Market research approach utilised by Business to Customer – B2C investigation is
specifically performed in order to examine different wants and needs of consumers. In present
context, it is important to go through different aspects linking to items along with the services
offered by different organisations of a sector.
 Online survey – At the time of adopting online survey, organizations would require to
concentrate on different declaration, elements, factors ad components of the market. In
present context, Apple Inc., has already performed online reviews or surveys in order to

gather data from the clients to fulfil them by investigating requirements of customers in
order to improve process of decision making.
M2 Provide a coherent and justified evaluation of how different factors influence decision-
making and buying behaviour, supported by specific examples
There are a number of different factors which are affecting decision making of the consumer
while buying a product. All these include various type of factors which are different from each
other. An example can be taken where it is required by marketers to make sure that after
analysing various needs and demands of the customer, they need to plan their products and
services accordingly. There are a number of ways such as questionnaires and interviews which
can be used in order to collect the information from the customer. This will help the company to
make sure that their products consist of all the needs and requirements of the customer and they
fulfil it properly.
TASK 3
P5 Buyer’s behavior which impacts decision making process (B2C and B2B)
Decision making process consists of various stages and how buyer's behaviour is
specifically influences it is presented underneath: Problem Recognition – This is considered to be the primal stage where, marketers of
Apple (B2B and B2C) specifically recognise the issues that are faced by them while
delivering services to customers and to satisfy them. Search Process – There are to approach, which can be taken into consideration by
marketer of Apple in order to perform search process and these are secondary and
primary approach (Bronnmann and Asche, 2017). Evaluating Alternatives – Under this stage, where marketers take into consideration of
different alternatives present within market. Including this, Apple can adopt different
alternatives while focusing on different elements like quality, price and so on. Selection Stage – In present context, marketers specifically selects channel that are
utilised by potential clients to buy items & administrations. In this phase, advertisers
assess whole factors & take into consideration of selection process for improving client
satisfaction. Apple, which is dealing within international market also select most ideal
choice to fulfil their client's needs.

 Evaluation of decision – So as to keep up the brand image, it can be said that advertisers
need to take into consideration of right decisions and then assess them considering the
opportunity to fulfil clients satisfaction. In present context, Apple Inc. from the time span
alter the determinations & form alterations as indicated by clients (Hsu, 2017).
M3 Critically evaluate how marketers influence each stage of the decision- making process with
reference to relevant methods and models applied.
It is necessary that the marketer understand the role of customer in the market. Customer is
king in market scenario these days. It is required by the company to focus on a number of new
and innovative products in order to make sure that they are fulfilling various needs and
requirements of customers. It is also required by marketer to make sure that their brand value is
more than that of their competitors. There are a number of ways in which company can influence
the potential customer along with added value to service and products provided to them. In this
way company can make sure that when the customer is buying the decision making process they
are influenced by various factors of the product such as quality, innovation as well as various
promotion made by them.
CONCLUSION
Above information, which has been presented it can easily be summarised that
consumers' behaviour specifically impacts on decision making process of organisations
belonging to B2B and B2C sector. Including this, it is also said that after conducting proper
research, then only a company should take into consideration of a particular decision because,
failure into this may lead an organisation to go through different difficulties like low
productivity, losses and so on.

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