Consumer Behaviour and Insight: Apple iPhone Analysis Report

This report provides a comprehensive analysis of consumer behavior in the context of the Apple iPhone. It examines the stages of the consumer decision-making journey, explaining how consumers choose to purchase Apple products, and why marketers need to understand this process. The report evaluates how marketers influence the decision-making process in both B2B and B2C contexts, with specific reference to relevant methods and theories. The report also includes an analysis of the importance of mapping the path to purchase, the influence of marketing on different stages of the decision-making process, and the application of appropriate theories, concepts, and models. The report concludes with recommendations for Apple to enhance their marketing strategies and better understand their consumers' needs.

Consumer Behaviour and
Insight - Apple iPhone

Table of Contents
SUMMARY OF REPORT..........................................................................................................................3
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
P1 Explain and analyze the stages of the consumer decision-making journey a given product or service
.................................................................................................................................................................3
P2 Explain why it is important for marketers to map a path to purchase and understand the consumer
decision-making process in the context of Apple’s iPhone......................................................................4
M1 Evaluate how marketers are responding to the decision-making process..........................................5
CONCLUSION AND RECOMMENDATION...........................................................................................5
REFERENCES............................................................................................................................................6
TASK 2.......................................................................................................................................................7
Covered in PPT.......................................................................................................................................7
TASK 3.......................................................................................................................................................7
INTRODUCTION.......................................................................................................................................7
P5 Evaluate how marketers can influence the different stages of the decision-making process of B2B
and B2C...................................................................................................................................................7
M3 critically evaluate how marketers influence each stage of the decision-making process with
reference to relevant methods..................................................................................................................8
D1Critically evaluate the application of appropriate theories, concepts and models that influence and
Impact upon the decision making process...............................................................................................8
CONCLUSION AND RECOMMENDATION...........................................................................................8
REFERENCES..........................................................................................................................................10

SUMMARY OF REPORT
Consumer behavior is the study of how an individual, customer, group, organization
select and use goods to satisfying their needs and wants in better manner. It defines as the
consumers in the market place and underlying motives for such activities and actions. The report
is based on Apple IPhone which is international technology and electronic company and it is
identify their customer decision making process on the basis of attitude and behavior.
INTRODUCTION
Consumers are the people who are buying and purchasing products and services from the
market areas for their personal usage and requirement (Aschemann-Witzel and et. al., 2017). The
report is based on Apple which is international technology company that design, develop and
sells consumer electronics in the large market area. The main motive of this assignment is to
understand different stages of consumer decision making procedure for the Apple product
especially on IPhone. Along with this, identify the impact of consumer decision making and
complexities of customer behavior in regard to Apple IPhone.
MAIN BODY
P1 Explain and analyze the stages of the consumer decision-making journey a given product or
service
There are many aspects which are overlooked by customer while making their purchasing
decision. Ascertain the information about different factors is necessary to grab the information
about the consumer behavior and know their requirements perfectly (Carter and Yeo, 2016).
There are many stages firm which a consumer passes through while making decision that will
add to understand the consumer behavior regarding making decision about purchase of Apple
iPhone:
Need: This is the first stage which force consumer to purchase product. I phone is
premium class product which contains every type of feature and provides optimum security to
user. This is the basic cause that consumer prefer to purchase a phone which fulfils all their
needs.

Information Gathering: This is the stage where consumer matches their preferences with
the available features of product. I phone has every kind of feature able to perform in all
conditions. In terms of performance, suitability, reliability and comfortability all the necessary
conditions are fulfilled.
Evaluation of alternatives: There are many alternatives which are in front of consumer
in mobile industry (Denver and Jensen, 2014). There are many companies from Samsung to
Sony build premium class phones. But in comparison to I phone they all not have that much
brand image and reliability. Also, in terms of price not much difference in present between such
brands. From the evaluation, it is clear that purchase of I phone in comparison to all other brands
in much higher due such extra reliable features and performances.
Purchase of product: High brand image, quality, all new updated features etc. Always
attract customers to purchase IPhone in consideration of other.
Post purchase service: IPhone has huge brand in market which provides more emphasis
on after sales services and provide full justified service which has positive impact consumer
purchasing decision.
P2 Explain why it is important for marketers to map a path to purchase and understand the
consumer decision-making process in the context of Apple’s iPhone
Consumer is the centre of various marketers work. While consumer is the main part of
marketing environment, it is essential for identify and evaluate the more personal and particular
impact that are directly affect on consumers and the nature of decision making process which are
used by them. There is way through which company identify the importance of marketers to map
a path to purchase of Apple IPhone that are described as under:
 Helps in developing more tailored experiences - By mapping all the potential
communication and customers touch points which an individual may have with the brand,
marketers can design it in effective manner for tailored customer experiences (Javornik,
2016). It is important for marketers to get better measurement of campaigns effectively.
Apple Company also develops those products which are emotionally attached with
customers mind like IPhone which are purchased all level of people.

 Focus on building empathy - In current time period, an individual is rich as per their
attitude, behavior and perception with more traditional demographic information (Rani,
2014). Apple is divided their customers as their groups into detailed persons at the core of
consumer maps, marketers can develop empathy with their buyers that assist them in
identifying their mindsets, point of view and attitude toward each product.
Along with this, Apple is understanding customer decision making process regarding
their product like IPhone. They are included such features which are demand and required by
customers in proper manner.
M1 Evaluate how marketers are responding to the decision-making process
Most of the marketers are focus on decision making process through which they can
easily understand their customers' needs and want regarding product in proper manner (East and
et. al., 2016). Along with this, Apple marketers also applied this procedure which assists them in
collecting and gathering information of their potential buyers who always purchase goods from
them. The company marketer's responses are always positive in regard to using consumer
decision making process.
CONCLUSION AND RECOMMENDATION
From the above described task, it can be analyzed that consumer is the main part of
marketing environment, it is essential for identify and evaluate the more personal and particular
impact that are directly affect on consumers. For identify different stages of consumer decision
making process, company marketers are easily target their customers by analyzing their needs
and wants in proper way. It can be recommended that Apple can analyze all the stages of
consumer decision making journey which assist them in introducing their new IPhone product in
better way.

REFERENCES
Books and journals
East, R. and et. al., 2016. Consumer behaviour: Applications in marketing. Sage.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review. 2(9). pp.52-61.
Javornik, A., 2016. Augmented reality: Research agenda for studying the impact of its media
characteristics on consumer behaviour. Journal of Retailing and Consumer Services. 30.
pp.252-261.
Denver, S. and Jensen, J.D., 2014. Consumer preferences for organically and locally produced
apples. Food Quality and Preference. 31. pp.129-134.
Carter, S. and Yeo, A.C.M., 2016. Mobile apps usage by Malaysian business undergraduates and
postgraduates: implications for consumer behaviour theory and marketing
practice. Internet Research. 26(3). pp.733-757.
Aschemann-Witzel, J. and et. al., 2017. Consumer behaviour towards price-reduced suboptimal
foods in the supermarket and the relation to food waste in households. Appetite. 116.
pp.246-258.

TASK 2
Covered in PPT
TASK 3
INTRODUCTION
Consumer behavior is the study of a person, community, society and organization for
their choices of goods and services from the market. Consumer behavior provide ideas and
thoughts on the procedure that consumer adopt and use to buying any type of services or
facilities as per their requirement (Dootson and et. al., 2016). This report is based on Apple
IPhone in which company are developing marketing plan for analyzing their potential customers.
The main motive of this assignment is to evaluate that how marketers influences the different
stages of decision making process in the regards to B2B and B2C.
P5 Evaluate how marketers can influence the different stages of the decision-making process of
B2B and B2C
There are various factors which directly influenced the different stages of decision
making process of B2B and B2C approaches that are mentioned as follows:
Need Identification - In B2B, customers are recognizing their needs and demands on
rational level. The need to buying a product is basically associated with whole firm goals and
objectives. Apple is manufacturing those goods which are demand by their customers that will
help in enhancing business goodwill in the market place. On the other hand, by B2C customers
of Apple IPhone are getting this product from their near store without any trouble and satisfying
their requirement.
Product selection - B2B customers are go through with lengthy procedure before
selecting their required product so Apple provide short process for buying iPhone brand to large
number of buyers through different sites (Cătălin and Andreea, 2014). In B2C, audience are
more flexible and an individual make the selection for themselves and customer overlook certain
product specifications such as IPhone which is unique brand which are not acquire for any store.

Product evaluation - In B2B, this has lengthy procedure and often they require large
number of quotas to compare different. IPhone is international Apple product which is attractive
and unique as compared to other competitor's goods. On the other hand, B2C buyers are mainly
satisfied if brand has good reputation. They base their evaluation on different comparison which
is available to them. They can influence by online feedbacks, response, personal review etc.
M3 critically evaluate how marketers influence each stage of the decision-making process with
reference to relevant methods
As per the view of Pousttchi and Hufenbach, (2014) B2C is the appropriate method
which can be used by Apple company seller for evaluate the influence of stages of decision
making process effectively. This will help firm in analyzing all needs and want of their desired
buyers towards Apple products and services. With the help of this method, the customers can
easily select their choice and preferable product in better manner. It can be used for determine
current requirement and need of customers from respective company.
D1Critically evaluate the application of appropriate theories, concepts and models that influence
and Impact upon the decision making process
According to the view of Bonany (2014) consumer behavior theory is used by Apple
Company which impact on decision making process. This model and theory help in analyzing
customer need and awareness to convince an individual regarding IPhone brand. It is required for
an organization is to evaluate their taste and preference as per this they need to develop products
and services. Consumer behavior theory estimated that how consumer make purchasing
decisions and show marketers how best to capitalize the predictable behaviour which directly
affect on their decision making process.
CONCLUSION AND RECOMMENDATION
From the above described report, it can be concluded that marketers can influence the
different stages of the decision-making process of B2B and B2C in the context of Apple IPhone
brand. This product is unique and attractive which gain attention of large number of customers in
the domestic as well as international level. The evaluation of various theories and concept help
company in analyzing their customers' needs and want which directly affect on their decision. On
the other hand, it can be recommended that Apple need to analyze their customer's current need

and requirement regarding their products and in which they want changes. Also they should
evaluate the influences of decision making process on marketers in the context of B2B and B2C.

REFERENCES
Books and journals
Bonany, J. and et. al., 2014. Preference mapping of apple varieties in Europe. Food Quality
and Preference. 32. pp.317-329.
Pousttchi, K. and Hufenbach, Y., 2014. Engineering the value network of the customer interface
and marketing in the data-rich retail environment. International Journal of Electronic
Commerce. 18(4). pp.17-42.
Cătălin, M.C. and Andreea, P., 2014. Brands as a mean of consumer self-expression and desired
personal lifestyle. Procedia-Social and Behavioral Sciences. 109. pp.103-107.
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.