The paper "Consumer Behavior in Smartphone Purchase" is a great example of marketing coursework. Consumers are the most important individuals for marketers and the business world in general. At the center of consumption of various products lies the need for decision making. These decisions are called for by the availability of a number of alternatives the consumers can comfortably consider purchasing. The decisions are not only of importance to the consumers but also to the policymakers and marketers worldwide. The contemporary consumer is one that is very inquisitive of any product in the market and will be more oriented to purchase the one that satisfies their needs and perceptions.
The process of decision making is multistep each stage having its own contribution to the final decision made. Consumers who are self-aware always do their best to evaluate the alternatives and come out with a viable choice based on different approaches. The advancement of technology further complicates the process of decision making since much information is at the disposal of the consumer. Additionally, there are external factors that can broadly be categorized into social, cultural and economic factors, which have an influence on the consumers’ decision-making process.
This paper evaluates the process of decision making when purchasing any goods regardless of the type and then looks at the external factors that influence consumer decision making, using a smartphone as the key product. Consumer Decision-Making Process Decision-Making Models It is essential to look at the models of decision making. There is a passive model, where the customer is more likely to serve the marketers objectives (Belch & Belch, 2009). The decision is usually less founded and may be termed as irrational simply because it is manipulated by the marketers.
In the case of smartphones, this is very evident following the promotions and marketing campaigns in the mass media and the internet (Hawkins et al, 2013). Even though the customers consider utility it is not founded on their own idea. Secondly, the emotional model of decision making mainly reflects the purchase of goods and services where the buyer has had a previous encounter with the good (Belch & Belch, 2009). The buyer has an intrinsic connection or attachment to the product and is likely to choose it over the others (Hawkins et al, 2013).
The end result of this is usually impulse buying because there are little pre-purchase evaluations and information searches other than the current feeling of the buyer and the time in question. Smartphone users may use this model when making replacements of their defective ones (Hawkins et al, 2013). Lastly is the cognitive model of decision making where the customer has the knowledge of the product (Belch & Belch, 2009). The buyer only chooses a product as per their need.
The focus here is based on shortcuts that have the propensity of giving the consumers the best information about the alternatives. The Process of Consumer Decision-making Studies and research on customers and thus consumer behavior reveals that consumers undergo a five-stage process where they make the decision prior to purchasing goods or services (Kotler, 2009). However, in the event when the purchases are routine, the consumers may reverse or omit one or more steps. The first process is the need or problem recognition. In this stage, the buyer recognizes the need to purchase a good or service (Kotler, 2009).
This is usually promulgated with a current situation that really calls for the desired response. External and internal stimuli are also responsible for this stage (Hawkins et al, 2013). The needs are classified according to Maslow’ s hierarchy of needs where some have to be satisfied before others (Hawkins et al, 2013). The needs could be social or functional depending on the consumer. In the case of smartphones, the need could be to upgrade the smartphone so as to explore additional applications that may fit in the work setting (Solomon et al, 2010).
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