Consumer Behaviour and Insight

Unit 37 – Consumer
Behaviour and Insight

Contents
Introduction................................................................................................................................3
Main Body..................................................................................................................................3
Task 1.........................................................................................................................................3
Stages of consumer decision-making.....................................................................................3
Task 2.........................................................................................................................................6
Difference of decision making process in context to B2C and B2B......................................6
Evaluation of different approaches to market research and methods in B2B and B2C.........8
Task 3.......................................................................................................................................10
Influence of marketers in different stages of decision making of B2B and B2C.................10
Conclusion................................................................................................................................10
References................................................................................................................................12

Introduction
Customers of different corporations are given importance in the modern world of
business, such as in the areas of regulating the company's manufacturing business, and are
connected to the regulation of all business operations. Managers and business executives
have understood the relevance of the customer-centric approach in the operation of the
company in each case. Operational working of Apple Inc. is being taken into consideration
for this report document. Apple Inc. is a US multinational technology corporation specialised
in online services and consumer products. Apple is by sales the biggest technological
business in the world and the most valuable corporation in the world since January 2021
(Bangsa and Schlegelmilch, 2020). Apple is the fourth-largest unit sales provider and 4th-
largest producer of smartphones in the world as of 2021. He is one of the Big Five US IT
firms alongside Amazon, Google, Microsoft and Facebook. The company selected is an
illustration of the company's diverse manufacturing operations in accordance with its client
requirements and behaviours. The current study paper will devote its efforts to different
phases of customer decision-making for a specific firm product or service and will also assess
the role of marketers in pursuing and understanding consumer behaviour. In addition, the
effect of marketers in B2B and B2C respectively, at different phases of decision-making
(Aschemann‐Witzel and et. al., 2020).
Main Body
Task 1
Stages of consumer decision-making
Customer decisions are referred to as the entire process where the consumer has an
interest in consuming a specific product or service until the desired product or service is
purchased in the surrounding retailers. In the process, ideas or desires are created for a
customer, after which purchases from an open market are made (Bölen, 2020). As seen in
consumer decision-making, several forms of consumer behaviour are:
Limited problems solving: a customer in general likes buying a specific brand of an
established firm in this sort of consumer behaviour. Tackling such client kinds is relatively
easy for any other customer, as the firm already offers them in the open market owing to its
desired customer quality and is widely available from several lovers of the corporate brand.
For example, some clothes, laptops and mobile phones are covered under those product

categories.
Comprehensive problem resolution: a customer of a product or service is not certain
of a specific brand or service to purchase in the open market in this element. Marketers of
different firms present different schemes and marketing techniques to attract different
consumers' wants on the particular markets.
Stages of consumer decision making process:
Consumer decision-making may appear mysterious, yet all consumers take
fundamental procedures to find out which items and services are most appropriate for their
needs when making an acquisition. Consider individual own thinking process, especially
whether it's something significant like a car when they buy something. Think about what
they need, look for and evaluate their alternatives before they dive. Then, if they did the
correct call, often question. When people are involved in sales or marketing, have a bigger
effect by being in the customer's shoes and studying the stages involved in making consumer
decisions (Casares Jr, 2020). In the given context of Apple, its product i.e. “Apple watch” is
being considered to analyse consumer decision making process in the following points;
Problem recognition: A client is developing a difficult stage in the initial stage of
carrying out a personal work or a business assignment. Consequently, customer has to or
want to resolve these issues and, in the end, consumer will want to use any product or service.
If a client want to have any clothes or other personal life requirements, for example, the
goods might be purchased from Apple for the respective product i.e. Apple watch (Grassino
and et. al., 2020).
Info search: a customer search for a particular product or service on the open market,
after the stage of problem recognition. The analysis of its different types and the comparison
of pricing in each respective market. A customer of a product or a service investigation in the
several marketplaces where a product or service could be produced, i.e. price and quality of
the product or service could be compared in a particular area according to the wish of the
individual consumer. In order to operate, an iPhone 5 or later with iOS 8.2 or highe must be
linked to the Apple Watch within a 33-foot margin. In complement to a Bluetooth connection,
if it is on the same Wi-Fi network, the watch may also connect to an iPhone. Users may
modify settings, reorganise applications, select notifications and download new apps from
their iPhone using the Apple Watch iPhone app. The Apple Watch interface has been specially
built for the handle and is swiped and tapped. Highlighting information, scrolls and input
data, the Digital Crown is a physical navigation dial positioned on the watch side (Haas,
2020).