Consumer Behaviour and Insight

Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Analysis of consumer decision making process....................................................................3
P2 Mapping a path to purchase and understanding its importance.............................................4
TASK 2............................................................................................................................................5
P3 Introduction of B2B and B2C business styles and their comparison.....................................5
P4 Evaluation of different approaches of market research for B2B and B2C marketplace........7
TASK 3 ...........................................................................................................................................8
P5 Evaluation of influence marketers have on different stages of consumer decision making
process.........................................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer Behaviour is scrutiny of individuals, group or organisation and their behaviour
for understanding the manner and ways they select and make buying decisions according to their
needs and desires. Several stages are involved in consumer decision making process which
enables them to take appropriate buying decision in order to satisfy their wants. Marketers of
organisation plays a vital role in influencing the decision of customer and driving them towards
their entity. They can use several techniques and ideas for mapping path of consumers towards
purchase of the products or services their company is offering(Szmigin and Piacentini, 2018).
Companies can perform their business activities in various styles but the most common styles are
B2B and B2C. These way of business are different from one another assist company to work
effectively. For this report and performing all required tasks Apple is chosen as it is indulged in
both the business styles B2B and B2C. Apple Inc. is a multinational technology company who is
considered amongst one of the Big Four tech companies. The organisation was founded in 1976
by Steve Jobs, Steve Woznaik and Ronald Wayne, it has its headquarters in California U.S.
Apple Inc. is a public company which is serving to worldwide customers and serving several
products like smartphones, iPad, Apple watch ,Apple TV and many more goods.
TASK 1
P1 Analysis of consumer decision making process
Consumer decision making process is an action which assist buyers in identifying their
needs and making purchasing decisions accordingly in order to fulfil those needs and desires.
Consumers behave in many different manner which are impacted by several factors and mostly
psychological and economical. This process is explained below in context of Apple Inc.: Need recognition- This is the very first stage from where the whole process starts. At this
phase individuals identify their needs, they determine what exactly what they require.
Marketers of Apple Inc. can make use of this stage they can determine when their
targeted market will start developing their needs, so that company can advertise their
offerings at correct time(Adnan and et. al., 2017). Information search- Next phase is of gathering information, here buyers will start
collecting data from market and start searching for products which can satisfy their needs.
At this stage consumers decisions continuously change as they get more and more

information. Data can be gathered from several sources and in various ways like through
personal sources, public sources and commercial sources. Evaluation of alternatives- After consumers identifies their needs and gather all related
information now they evaluate the data(Erevelles, Fukawa and Swayne, 2016). They
make their evaluation in order to seek best option available in market which can provide
them utmost satisfaction. For this analysis consumers can compare prices or take third
parties opinion and at this time marketers have be very attentive. Purchasing decision- This is the ultimate stage where buyer will make purchase after
thorough analysis they perform on above phases. After all the above three stages pass
then and customer is satisfied with their evaluation then they finally make their
purchasing decision by arriving at a logical conclusion.
 Post purchase decision- Once, customer buys the products they selected, then comes the
post purchase stage. This is the phase where company takes steps to for analysis that
whether the product was useful for buyer or not. If they are satisfied with the product and
it reached to expectations of buyers then it will beneficial for the organisation. Those
satisfies customers can work as brand ambassadors and influence other potential
customers. They can impact their decisions and drive them towards the organisation.
P2 Mapping a path to purchase and understanding its importance
Customer decision making process has five stages on which marketers can have their
influence if they take proper actions. Apple Inc. marketers has to perform thorough analysis of
market in order to influence the decision of buyers in order to map their path to purchase the
smartphones Apple Inc. is offering. These smartphones are made of updated technology and with
best designs which can easily attract the attention of public. Also, these smartphones contains
brand new developed software by Apple's engineers. Importance of mapping a path is addressed
below: Need recognition- This is the first stage where customers identify their needs or desires.
Apple Inc. marketers can make use of it by determining those factors which will motivate
the buyers to buy their goods and predict the time when their needs are arising. So that
company can advertise their smartphones and brand at the correct time. Information search- Next, marketers of Apple Inc. will provide all the information about
the smartphones in market so that people gets to know about these smartphones and take

these into consideration. This can help company in acquiring attention of potential buyers
before other competitors. Evaluation of alternatives- This is the phase where individual sort their acquired
information and try and seek the best option which can satisfy their needs(Mohd Suki and
Abang Salleh, 2016). Marketers can study market trends and conduct competitors
analysis and then use unique promotional actions which are according to expectations of
customers. Purchasing decision- This is the final stage at which finally customers make their
purchasing decisions. Apple Inc. marketers can not do most at this phase but they can still
put efforts to attract them and to influence their decisions. Here, they can offer additional
discounts or other benefits so that buyers can be attracted and influenced.
 Post purchasing behaviour- Finally, after purchasing decision is made in favour of
Apple Inc. now the job of marketers is to take feedbacks from customers in relation with
their need satisfaction. They can also take improvement comments and accordingly make
changes if required and if possible. This stage will decide retention of customers and their
loyalty towards the brand.
Mapping buyers path to purchase by influencing them is very essential and important task which
marketers perform. As through these action they can spread their word in targeted market about
the offerings of entity. This path helps company to understand their targeted marketplace and
then present themselves in front of public to gain more attention and to attract all potential
buyers. This path will also enhance the customers loyalty towards the organisation and they will
be retained for longer time by the company.
TASK 2
P3 Introduction of B2B and B2C business styles and their comparison
Business to Business which also known as B2B, is a style of doing business. In this form
of business one entity make sales to another firm for as they require support for finishing their
offering and serving to end user. B2B style of business is adopted by Apple Inc., they purchase
some hardware parts of their smartphones, iPad and other products from outside to complete
manufacturing and making sales to buyers.

Business to Customer denoted as B2C, this business practice is done when companies
directly making sales to the end users rather than to any other entity. In B2C business style the
organisation and customers have direct relations, no other intermediary is present. Apple Inc.
practice this business style they sell their offering to customers through their stores known as
Apple stores(Stancu, Haugaard and Lähteenmäki, 2016). Buyers directly visit different outlets
for buying all smartphones and other electronics items.
Difference between B2B and B2C
Basis B2B B2C
Buying decision In this form of business transaction
the buyers takes decisions after
making proper plans and on logical
needs(Rai and Henry, 2016).
In B2C, business style customers
makes decisions on the basis of
their emotions and sometimes
according to their desires.
Quantity ordered B2B business takes place between
two companies as for one the goods
works as raw material for serving
the end user. Therefore, the orders
or quantity ordered is large in
number as it is for fulfilling needs of
many people.
B2C transaction takes place
directly with customers and in
this form only one persons needs
are being fulfilled. Therefore, in
B2C practice quantity which is
ordered is very small.
Similarities between B2B and B2C business Long term relations- In both business styles B2B and B2C, organisations have to
maintain long term relations with their customers(Lazell, 2016). This will provide them
future benefits they can retain their customers for longer period of time, gaining their
trust will result in customer loyalty. These benefits will act for the company providing
them better results and huge profits in long run.
 Excellent customer service- Every buyers expects good products which can satisfy their
needs along with it they also wants good services too from the seller. Both B2B and B2C
practice of business organisation have to serve excellent services to their customers in

order to fully satisfy them and keep them happy. This will result in future sales and
effective results.
P4 Evaluation of different approaches of market research for B2B and B2C marketplace
Market research can be conducted in many form and in several manner, these forms are
divided into two broad categories primary and secondary research. Both of these research tools
include different methods by which market research can be conducted(Schultz, 2016). These
research form and different forms included in them are elaborated below in context of B2B and
B2C business styles.
Primary research is a phenomena used by marketers of different organisation, in which
they directly collects data from the ultimate source rather than depending upon previously
gathered information. This research form is used in B2C business style when company needs to
analyse the market for understanding the needs of customers and offering goods accordingly to
targeted market for satisfying their wants. Some of the primary research tools are mentioned
below which can be used by marketers of Apple Inc. Surveys- The marketers of Apple Inc. can conduct market survey in which they can
develop forms in which questions are mentioned and the recipient just have to answers
those questions according to their preferences(Nguyen, de Leeuw and Dullaert, 2018).
These surveys can also be conducted online through digital technology, emails can be
send to existing customers with humble request of revert. This will help company in
order to understand market trends and needs of public.
 Face to Face interviews- Next, tool is conducting Face to Face interviews, which can be
conducted by any anonymous person in which professional will ask some general
questions. These can also used for taking feedback of existing users of offered products
or services. Apple Inc. marketers can make use of this tool to know their reputation in
market and what exactly customers are expecting from them and what level of
satisfaction they received from their goods or what they are expecting.
Secondary research is also known as desk research method, this is a process of
gathering already existing information but according to the need of company(Ham, Mrčela and
Horvat, 2016). In other words, it is sorting of data from pool of information, for using it to gain
specific knowledge. This research type and its number of tools are used by marketers to in B2B
business style. Some of those research techniques which Apple Inc. can use are explained below:

 Financials- Marketers can use the financials of companies to gain knowledge about the
situation of organisation and to seek information about the financial position. This can be
seen to gain knowledge about how the entity works and what is their market condition.
 Third party review- Apple Inc. marketers can make use of internet and read third parties
reviews to get actual information about the company they are willing to do business with
or planning it.
TASK 3
P5 Evaluation of influence marketers have on different stages of consumer decision making
process
Several factors can influence the consumers decision making process, out of which some
are logical and some are emotional. These elements are highlighted below which can be very
influential for buyer while they take their decisions. These factors are as follows:
 Motivation- It is a process or factor which drives people towards attaining their goals and
fulfil their wants(Van Nes, 2016). This is one factor which impact the decision buyers
takes, they move in that direction which motivates them and encourage them to buy that
good from the respective brand.
 Cultures- Next, very important component which has its impacts on the decisions of
individuals is the culture they believe in and values they follow. It has huge impacts on
the decisions consumers take.
Marketers can influence the decisions of individual in favour of company by using some theories
out of which one is explained below:
Behavioural Theory, this is the theory which impacts the buying behaviour and decision
making process of customers. It refers to how people and basically buyers are behaving in
marketplace and what factors will influence them. Marketer will observe and the manner in
which people behave and interacts in the respective marketplace and than make plans and
strategies to influence them. Apple Inc(Pothitou and et. al., 2016). can use this theory to analyse
the behaviour of their target market, learn about their culture and know what will motivate them.
Then accordingly make plans and map their path to purchase those goods which company is
offering.

CONCLUSION
The above report is based on the consumer behaviour and the factors and ways marketers
can use to influence their behaviour. Consumer behaviour is study of individuals an the ways in
which they make their buying decisions. Purchasing decisions of buyers is a process of five
stages which itself is very important. Marketers of company can influence the decisions
consumers take while going through these phase and map their path to purchase in favour of their
organisation. B2B and B2C businesses styles are used by company to perform their actions, these
two are different from one another but hold some similarities too. Marketers can use different
research methods to conduct market research and understand the market. All these actions will
assist organisation to influence the consumers and retain them for longer duration.

REFERENCES
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