Analyzing Apple's Consumer Decision-Making Process for iPhone 11

This report examines the consumer decision-making process, specifically focusing on Apple's iPhone 11. It begins with an introduction to Apple Inc. and the features of the iPhone 11, highlighting its appeal to consumers. The report then delves into the consumer decision-making process, outlining key stages such as need recognition, information search, evaluation of alternatives, purchasing decisions, and post-purchase evaluation. It presents models of consumer decision-making, including the economic and cognitive models, to explain how consumers are influenced. The report discusses the steps consumers take when making decisions, emphasizing the impact of various factors. The conclusion summarizes how Apple aligns with consumer expectations, influences decisions through marketing strategies, and adapts to trends. The report is supported by academic references.

CONSUMER DECISION
MAKING PROCESS

TABLE OF CONTENT
Introduction
Consumer decision making process
Model of consumer decision making process
 Step related to consumer decision making process
Conclusion
References

INTRODUCTION
Apple Inc is American Multinational Technology firm that sells electronic consumer able goods,
online services and computer software to range of customers that are living across worldwide.
Company have launched I Phone 11 that offers range of powerful features like 6.1 inch LCD
display, 1792 x 828 resolution at 326ppi and 625 nits maximum brightness and wide colour
support for true – to life – colour. Glass body of I Phone 11 come in six different shades such as
black, red, purple, white, green and yellow.
 The phone looks much more different from i Phone XR having toughest glass ever in
Smartphone. Thus, due to improve water resistance it is more durable so that people can easily
use it for longer time frame.

Consumer decision making process
Consumer behaviour is the defined as a study of individual or group of consumer and their need and analysis in order to
satisfy their requirement.
For this analysing consumer decision making process is very important.
For this the framework used by Apple to analyse the consumer decision making process include the following process-
Need recognition and creating awareness of product among the consumers.
Next stage is to do research and search for relevant information that whether the consumer will like the product or not.

CONT.
If the consumer will be attracted then only they will direct their behaviour towards the
purchase of the goods and services.
The consumer decision making is a process through which the consumer decides that
whether they have to buy the product or service or not.
 If not than what are the reason behind it and is yes then because of which reason they
must buy the product or services.
 The strategies and the methods which the company is using in order to promote the
goods and services of the company have a great impact over the decision making by
consumer.

Model of consumer decision making process
Consumers are crucial for any organisation as they helps in generating higher
sales volume and profitability by purchasing products and services in specific
quantity at particular rates. There are several models that could be used to
understand the way consumers are influenced to purchase I Phone 11 than
other brand such as:
Economic view of model: This model states that individuals take rational
decision to purchase particular products and services as it analysis and
evaluates the benefits and advantages, alternative options available for
products. On the basis of all data collected, it analysis and decide correct
decision to select products that meet its expectancy and budget. Million of
people across worldwide are aware of quality of products that are offered by
Apple Inc and its unique features etc.

CONT.
Cognitive model: It is the best model out of four consumer decision making model as it focused on
interest level, current trends and innovation in market that can contribute in fulfilment of its requirements.
Thus, this model state that consumer decision making process does not affected by promotional efforts of
marketer or rational evaluation of several alternatives rather it is based on preferences of particular
individuals. Thus, most of the people like to have good quality products that have unique feature or more
values such as when it come to purchase electronic products customers are directly influenced to have
Apple company phones.

Step related to consumer decision making process
 Now – a day, due to increase alternative options or availability of similar kinds of products at reasonable
rate customers decision making process have become length. People take several factor into consider before
selecting an best options to satisfy their needs and requirements.
 Number of steps that are taken by consumer while taking decision are identification of needs/ Problem
recognition, search of information, evaluation of alternative option and many more.
Customer Decision making process
 Need recognition
 Search for information
 Evaluation of alternative
 Purchasing Decision
 Post Purchase evaluation

CONCLUSION
It can be concluded from above report that company is able to attain its respective goals,
objectives by meeting customer’s expectancy in best possible manner.
Organisation in order to influence large number of people or to grow, succeed and sustain
business for longer time frame needs to meet expectancy of customers.
 It has also learnt from above analysis that decision making of customers keep on fluctuating as
per trends and development in technology, their relative interest and emotion at particular point
of time.
Apple is company that have effective understand consumer decision making process and pursue
appropriate marketing strategies that can influence their decision and contribute growth of
enterprise.

REFERENCES
Antunes, A. C., The Role of Social Media Influencers on the Consumer Decision-Making
Process. In Analyzing Global Social Media Consumption (pp. 138-154). IGI Global.
Block, L.G., and et.al, 2016. The squander sequence: understanding food waste at each
stage of the consumer decision-making process. Journal of Public Policy &
Marketing. 35(2). pp.292-304.
Choudhury, N., Mukherjee, S. and Datta, B., 2019. Constrained purchase decision-making
process at the base of the pyramid. Journal of Consumer Marketing.
Hsiao, M. H., 2018. Mobile Service Design Thinking for Consumer Decision-Making
Under Multichannel Environment. International Journal of Online Marketing (IJOM), 8(2).
pp.57-71.