Consumer Behaviour and Insight

CONSUMER BEHAVIOUR
AND INSIGHT

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Explanation and stages of consumer decision making for a particular product or service....3
P2 Important for marketer to map path to purchase and understand consumer decision
making. .......................................................................................................................................5
LO 2.................................................................................................................................................6
P3 Comparison between the decision-making process in B2B and B2C :.................................6
P4 Various methods of research in decision-making process in B2B and B2C : ......................8
LO 3...............................................................................................................................................10
P5 Factors that influence the decision-making process of B2C and B2B :..............................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour define as how the customers, groups select the products and
services to meet their requirements. Their criteria of choosing the specific product for their usage
in terms of fulfilling consumers requirements there are marketplace which works for such
actions. The consumer behaviour is necessary because they play main role in the marketplace.
Apple Inc. is an American company with headquarter situated at Cupertino and California.
IPhone 7 is phone that is reliable and beneficial as it has unique features which are needed in day
to day life practices, it has a unique slim design and easy to carry (Bradford and et.al., 2017).
Customer demand is very much high with the unique features brought by Apple. The company
develops smartphones, Ipods, other electronics gadgets, software and other online services. The
report will include five steps of decision-making procedure of customer for Apple's product and
why buyer mapping is needed for marketer to make ways to purchase and understand customer
decision-making. This report will evaluate market research and methods used for understanding
decision-making process follows in B2B and B2C. Further, the report will evaluate how
marketers can affect the different stages of decision-making procedures of B2B and B2C.
LO1
P1: Procedure of Consumer decision making for a particular product or service.
Many stages are included in buyer's decision-making process which are very important
for business. This process involves the customer to identify their need, gathering information,
find alternatives and then make purchasing decision. The consumer decision-making behaviour
is very complex process which included everything starting from identifying needs or
recognition of problems to post purchase activities. these are five stages of consumer decision-
making process:
Need recognition
Need recognition is the first process in terms of identification of the consumer's
requirement. The buyer will analyse that they are in the need of a product or not. Here the buyer
is thinking of buying an apple product which is Apple iPhone 7 (Chakravarti and Thomas, 2015).
The consumer will identify the needs of an iPhone because of its specific features. As electronics
are things which people wants but actually don't need them, with advancement in technology and
new marketing strategies for these device make them feel and specify and target its need So

people have to actually analyse that they are in the need of an iPhone 7 or they are influenced by
effective marketing strategies.
Information search
This is the second stage after the need recognition. When consumer actually recognise
that they need an apple product. So buyer will search for the information of the product, search
can be internal, external or both (Gensler, S and et.al, 2015). An internal search is the process of
recalling past information stored in the memory and external search is the process of seeking
information in the outside environment. The consumers will search that what are the features of
an apple iphone7. The features they need is there in the apple product or not.
Evaluation of alternatives
Consumer also search for other products that what other substitute company is providing and
make comparison between the products. This stage is important as consumer don't wont to regret
their buying decision. There ar
e various options available with the buyers with the best preferences and available of choices in
the market. There are many objectives for a buyer it is defined what type of features a buyer
needs and needs of the product. (Venkatraman and et.al., 2015).
Purchase decision
This is the stage where buyers make final purchase decision. At this stage, the consumer
has evaluated all the facts and arrives at a logical conclusion which may be based on influence
from marketing campaigns or upon emotional connection or personal experience or combination
of both. After gathering information about all the other products and evaluating them on the
above mention basis the consumer makes final decision that they should buy an apple product or
not. The consumer must be sure at this stage at this is the final stage as once product is purchased
the decision cannot be changed.
Post purchase behaviour
The purchase of product is followed by post purchase which refers to analyse that
whether the product purchased by the consumer was satisfactory or not. As consumer decided to
purchase Apple iPhone 7 so how well their expectations are met, determines whether the
purchaser is satisfied or dissatisfied with the purchase (Karatzas, Kapoulas and Priporas, 2019).
When the consumer is satisfied and happy with the apple product, will also influence other
consumer to buy the same product this helps in increasing the customer base for apple. And