Consumer Behaviour & Insight: Apple iPhone - Fairfield School 2018

This report provides an analysis of consumer behavior and insights related to the Apple iPhone, focusing on the differences in decision-making processes between B2B and B2C contexts. It compares purchasing procedures, decision-making timelines, and price points. The report also evaluates different approaches to market research, including primary and secondary methods, and assesses how psychological, social, personal, cultural, and economic factors influence consumer decision-making and buying behavior when purchasing Apple iPhones. The report concludes by summarizing the key factors influencing consumer choices in the market.

Consumer Behaviour and
Insight: Apple IPhone
(TASK 2)

Table of Contents
 Introduction
 Compare and Contrast the key differences of the decision-making process
 Different approaches to market research and methods of research
 Evaluation of how different factors influence decision-making and buying
behavior
 Conclusion
 References

Introduction
Consumers are the people who are buying and purchasing products and
services from the market areas for their personal usage and requirement
Consumer behavior is the study of a person, community, society and
organization for their choices of goods and services from the market. The
report is based on Apple which is international technology company that
design, develop and sells consumer electronics in the large market area.

Compare and Contrast the key differences of the
decision-making process
The difference of decision making process on the basis of B2B and B2C that
are described as under:
Basis B2B B2C
Purchasing procedure Consumer purchasing the Apple product
like IPhone for their personal use
business buyer who buys products and
services for usage in their organization.
For example, in B2B the buying power
is complex so this will directly affect on
decision making of certain customers
while buying Apple IPhone product.
This is required for company manager is
to develop some less expensive goods
for other small businesses.
In B2C, the customers are selecting
those goods or purchase which are
needed by them in personal life. For
example, Apple company provide
IPhone brand for high class people who
have high purchasing power only.

Contd..
Decision making process For making decision in B2B is long
standing procedure and it mainly
time consuming to convince the
company executives from Apple.
They are offering such products
which are demanding by their
customers as per their requirement.
In B2C business, consumers make a
decision, in fast, rapid manner,
regarding buying goods and
services from company. For
example, Apple also introduce
IPhone product which is not refuse
by any buyers and take fast decision
for purchase this.
Price point In B2B, customers are not directly
paid to the marketers. For example,
Apple is fix price as per their
business partner's mutual
understanding and they are making
decision regarding purchasing
Apple IPhone. But it is expansive
so this is not buy by all businesses.
In B2C, sales volume have lower
price and it is very less often paid in
all over the given time period. For
instance, Apple also adopts B2C
approach for attracting their
customers regarding IPhone brand
in the large market place.

Different approaches to market research and
methods of research
Primary method: This is most reliable method of collecting information
where responses are directly collected from respondents. The information
which is gathered with the help of this method is original and unbiased in
nature. To ascertain the views of B2B and B2C customers needed to send
the questionnaire which allows them to provide their valuable view
regarding I Phone.

Contd..
Secondary method: This is another method of research which is used to
collect the information in very short period of time from different sources
like magazines, newspapers, articles etc. This information is not much
reliable as compared to primary but this will help to ascertain the market
trend and to bring changes in their offerings according to particular
situation.

Evaluation of how different factors influence
decision-making and buying behavior
The Apple sellers try to understand the activities and actions of consumers in
the market place and the underlying motives for such actions. There are
various factors which are directly affects on consumer behavior and
decision making such as psychological, social, personal, cultural and
economic. These factors are affecting while they are purchasing some
product like Apple iPhone so they are analyzing all the features before
buying this as per their budget, income level, behavior, response and
attitude.

References
• Dootson, P. and et. al., 2016. Where do consumers draw the line? Factors
informing perceptions and justifications of deviant consumer
behaviour. Journal of Marketing Management. 32(7-8). pp.750-776.
• Heding, T., Knudtzen, C.F. and Bjerre, M., 2015. Brand management:
Research, theory and practice. Routledge.
• Funk, D., Alexandris, K. and McDonald, H., 2016. Sport consumer
behaviour: Marketing strategies. Routledge.

Thank You