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