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

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