The paper “ External Factors That Determine Consumers’ Attitude in Buying a Smartphone” is a convincing example of the essay on marketing. In 2011, it was established that the world Smartphone market was growing at a rate of 6.1% though this was a slowing growth rate. This signals the fact that the market is slowly maturing despite the increased competition in the global market. The Smartphone market has been dominate by Nokia, Samsung, Apple, LG Electronics, ZTE, and others in that respective order. As the market growth is almost reaching its peak in the Smartphone market, there is a need for marketers to identify factors that influence consumers in their decisions to acquire Smartphones.
This will go a long way into helping them through the ever-increasing competition in the market. As such, this paper aims at exploring the external factors that influence consumers in their decisions to acquire Smartphones including why they buy the specific brands they buy. In so doing, the paper explores a number of consumer decision making models including the process that the consumer undergoes in making a purchase decision.
In addition, various consumer attitude models have been examined. The external factors explored in this paper include culture, family, social class, and the role of opinion leaders among others. These factors were deemed as being the most important in influencing the consumer decision-making process externally although other factors may play minor roles. In conclusion, the paper argues for marketers to fully understand these external factors that influence the consumer decision making process in a bid to serve the customer's needs better and acquire a substantial share of the market. Overview of the consumer decision-making process: This paper uses the consumer decision-making model proposed by Engel, Kollat, and Blackwell.
The model views the consumer decision-making process as involving five steps which include problem recognition, information search, evaluation, and selection of alternatives, decision implementation, and post-purchase evaluation.
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