Buyer Behavior1Other Characteristics that can be used in Explaining Mobile UsageMobile phones have the prospective to be ideal personalized tools for offering the marketers a chance to send an offer at the right time to the precise customer. Mobile phones provide a direct access to customers and interact with customers in an exceptionally personal manner. Other individual characteristics that can be used in explaining mobile usage include consumer tastes which are changing rapidly with changes in technology. The technology changes change the consumer tastes (Nelson, 2010). In order to cater to the need of a fast changing consumer trends, marketers should continually understand the most recent consumer trends and tastes.
Consumer behavior offers valuable indications and guidelines to marketers regarding new technological border lines which they are supposed to explore. For instance, when the 3G technology enabled mobile phones were introduced in India and the service providers began providing 3G service within the end of 2010, the consumers demonstrated a higher preference of buying 3G enabled phones than usual mobile phones (Society for Industrial and Applied Mathematics, 2011). Social needs also can be used in explaining mobile usage.
The desire to be accepted by people and society come after the psychological needs have been fulfilled. If a certain group or society is using a certain model of phones, an individual may find him/herself buying the model that is being used by the other societal members in order to fit in that class. To be accepted within the society, an individual starts behaving in a way that is acceptable to the society he/she lives in. for instance, such people will start using mobile phones that match the class of the group he/she belongs.
Such a person is interested in obtaining status among the group in which he/she belongs (Traugott, 2006). Esteem needs is another factor that explains mobile phone usage. This is the sense of accomplishment, attainment and to be respected by others. Status, success, confidence and respect from others affect the type of phone an individual is likely to buy. Esteem needs occur to each and every person. In this level, a person not only desires to be accepted and has the desire for respect and recognition as well.
Someone wants to be the outstanding person within the group. In such a case, such an individual is likely to buy the most exceptional mobile phone and this means that probably buying the most expensive and classy mobile phone. Therefore, the marketers can target such groups by identifying people who stand out in a particular group, for example the leaders who in most cases will desire to standout among the employees (Nelson, 2010). Brand is also a factor that can explain mobile phone usage.
Consumers exploit brands in constructing and maintain their identity. The brand obtains however an identity as well as personality’s lines. The brand personality is an inanimate object related to personality’s line ensuing from interactions that a consumer have with the brand or via the marketing communication. A popular and well established brand personality has an influence on the preference of the consumers and creates emotional ties, trust and attachment to a brand. The emotional attachment of a consumer to a brand can predict their commitment to the brand and his/her willingness to make financial sacrifices to get that brand.
In marketing, trust is a major element in the initiation as well as maintenance of any long-term relation. Trust results into customer loyalty and commitment. The marketing of mobile phones presents great opportunities of reaching consumers through enabling interactivity and personalization of the content and message content. Accordingly, consumers will tend to buy the brands of mobile phones that are well established, popular and have an exceptional brand image since they have trust in them (Traugott, 2006).