Consumer Behaviour and Insight

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 needs: It is the initial phase, which takes place and determine the needs,
preferences and desires of consumers. This is the first phase of the decision making process
which has been followed by consumers 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. Therefore, the first phase of the process of identifying
needs of individuals is helpful so that entity can develop efficient goods according to the needs
of people in order to fully satisfy them. As well as the use of identification is important as it is a
part of market research which enables The entity to understand the buying behaviour of people
and how they develop decisions for purchasing the particular item or product for themselves and
for fulfilling their requirements.
Collect information: The second phase of decision making process is of collecting
information as it is in habit of consumers to first conduct research about all the available options
they have which can satisfy their needs identified by them in the first stage. At this stage
consumer will make use different sources of data collection for gaining knowledge about the
available options in the marketplace that are relevant to their preferences and make a comparison
among them for knowing which product can fully satisfy their needs in the most effective
manner. For instance potential buyers of Apple iPhone X make sure the day gather all the
relevant data about the new phone that can influence their decisions and lead them to the most
appropriate one before buying the phone. Consumers make use of several resources available to
them for gathering information such as third party reviews, personal observations, using product
samples and others.
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).
Evaluation of alternatives: 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