Unit 37: Consumer Behaviour & Insight

Unit 37: Consumer Behaviour
& Insight

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.Five stages of consumer decision-making journey for Apple iPhone product.........................3
2. Mapping the path to purchase..................................................................................................4
3. Critical evaluation of marketers response................................................................................5
Task 2...............................................................................................................................................6
1.Different approaches of the decision-making of B2B and B2C...............................................6
2. Different market research in B2B and B2C.............................................................................8
2.Consumer behaviour.................................................................................................................9
Task 3.............................................................................................................................................10
1.Decision-making influenced in B2C......................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Consumers are the assets for every organization as they are one that going to buy the
companies products and services. That’s why it is important for the businesses to understand the
factors which affects the buying behaviour of the consumers. This report will discuss the five
stages of the consumer decision making process of the Apple Plc. iPhone product. Apple Plc. is
an American multinational business having more than 506 retail stores in around 25 countries all
over world along with the online delivery of products (Tucker, 2018). Being a marketing
manager of the Apple UK, this report will also cover the importance of understanding the
consumer decision-making process for the marketers of the Apple. Furthermore, the report will
also describe the B2B and B2C approaches and their impact on consumer decisions.
TASK 1
1.Five stages of consumer decision-making journey for Apple iPhone product
The reason behind the success of the Apple company is using consumer behaviour insights by
the marketing team of the company. The marketers use this journey to gain the information
regarding the factors that drives consumer purchase behaviour. The stages of consumer decision-
making journey are as follow:
 Problem recognition: This is the first stage which defines the desires and needs of the
customers. The customer wants a smartphone which is high in quality and look cool in
their hand. That’s why Apple company launches the iPhone which are unique in design
and high in quality.
 Information search: In this stage, the consumers make the decisions based on the
information available on internet and according to their prior experience. For this, the
Apple company adopted the digital marketing strategy and launches campaigns
describing their smartphone advantages and ecosystem for better software optimization
and use (Dahiya and Gayatri, 2018). It is because the internet is the most important place
which influence the consumer buying decision.
 Evaluation of alternatives: This is a stage where the consumers evaluate the different
companies’ smartphone quality review and prices in order to select the best and
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affordable one. That’s why the Apple company launches the iPhone products in low and
high prices range so in order to recommend their own other alternative to consumers.
 Purchase: This is the stage where the consumers make their final purchasing decisions
which depends upon the emotions, experiences, company marketing and advertisements.
That’s why Apple company marketers provides the discount on their iPhone products to
the students and candidate that uses it for their educational purpose. Not only that, the
Apple company provide its product to film production company at free of cost for the
purpose of shooting (Schamp, Heitmann and Katzenstein, 2019).
 Post-purchase satisfaction: In this stage, the consumer provide feedback to the company
about their satisfaction level. The feedback may be positive and negative depends upon
the experience of the customers. The Apple company marketer personally evaluate each
customer feedback and provide them best after sale service in case any inconvenience
arises. The Apple company also make sure that they iPhone software work properly so
that customers need not to face difficulty.
2. Mapping the path to purchase
Purchase decisions are not taken instantly and go through various steps to be a final decision.
The mapping can be done through following these steps:
a) Pre-purchase: This is the initial phase where the customer is doing research about a
product. Customer is looking for product suiting to own specifications and price range.
Search is being conducted through checking on shops, websites and advertisements.
Mapping of these customers can be done by Apple through invitation of response from
customers on advertisements. Curiosity of customer can be tapped as they are the
potential customers (Iankova and et.al., 2019).
b) Purchase: The phase sees customer being driven towards making the purchase. Here
customer has done the queries of theirs solved and made mind to buy the product.
Customer either books online or visits shop to make purchase. The sales executive tells
them about the details of the product once again and the amount, if the product is
expensive, financing options are present in some stores through instalments. Necessary
invoice is made and payment options are given to customer for making purchase either
through online or offline methods.
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