This report provides a comprehensive analysis of consumer behavior and marketing strategies, focusing on Apple. It begins by examining the five stages of the consumer decision-making process for the iPhone, including problem recognition, information search, evaluation of alternatives, purchase, and post-purchase satisfaction. The report then maps the path to purchase and critically evaluates Apple's marketing responses, including the use of heuristics, the marketing mix, and new technologies. Furthermore, it explores the differences between B2B and B2C approaches to decision-making and market research, highlighting the importance of personal relationships, branding, and targeting audience. The report concludes by discussing factors influencing consumer decisions and the implications for Apple's marketing efforts. The analysis covers various aspects like Pareto principle, qualitative and quantitative research methods and the application of different marketing mix elements. The report is a detailed analysis of the consumer behaviour in the context of Apple products and its marketing strategies.
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