Essays on Consumer Decision-making and External Factors Case Study

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The paper 'Consumer Decision-making and External Factors' is a wonderful example of a Management Case Study. Research on consumer purchase decisions has received great attention over the decade due to its importance to producers and retailers. Change in the business environment has transformed consumer purchase decisions a great deal in the 21st century, owing to the globalization and technology advancement (Alden, Steenkamp & Batra, 2006, p. 228). The consumers have become complex to deal with because they are more informed of product quality. In the process, companies have been forced to be very annotative and to provide quality products to remain competitive in the market.

A smartphone is one of the products which everybody fancy due to its flexible function. Kenny & Pon (2011) argue Smartphone is no longer a device for only make and receive calls, voice mail, and text messages, but also to browse the internet, take pictures, store and listen to videos and music and also access digital media. The continued innovation of smartphones has significantly added to the consumer purchase decision. Therefore this essay discusses the influence of different ‘ external factors’ on a consumer’ s purchase decision-making process for smartphones.

Some of the factors to be focused on including the influences of reference groups, family, social class, cultural and sub-cultural aspects. Overview of Smartphone The fast increasing demand of the Smartphone has led to a new experience in the telephony industry. Today, mobile phone users prefer Smartphones over other phones. Liew (2012) contends that the growing innovation in the mobile phone sector has led to a change in consumer taste and proffering. Currently, the Smartphone is installed by a powerful operating system that holds sophisticated computing connectivity and capabilities.

In general, the Smartphone normally has a highly sensitive touch screen, a camera with a high pixel, and other applications and features (Weinberg, 2012). In most cases, Smartphone owners use applications such as internet browsing, navigation, email, social media, reading news, weather forecast listening music, playing games, checking on financial, health and fitness issues, calendar, and taking notes among others. Persaud & Azhar (2012, p. 420) opined that these applications and features in the Smartphone change the people’ s lives and have made it easier both at work, on a trip, and at home. Consequently, the Smartphone market has improved over the years as the innovations continue increasing.

This was witnessed in 2012 when the Smartphone users totaled 1.03 billion, representing an increase of 47 % from 2011 (Star (b), 2012). The increase in the number of mobile phones and the number of mobile users has been marked by the increase in the number of applications. For instance, from 2009 to 2011, over 300,000 mobile applications were developed and sold. This net worth of the application was estimated to be worth $35 billion based on (Star (b), 2012).

Some of the popular brands in smartphones include Samsung, Apple, HTC, Sony, Motorola, Nokia, and LG among others. Star (a) (2012) claims within these smartphones, Samsung Galaxy and iPhone from Apple Inc are ranked as the strongest brands. Reuters’ poll claims that in 2013, Samsung was the top brand after surpassing Apple in the global smartphone industry. Consumer purchase decision-making process Some of the essential issues in the consumers’ purchase behavior are the manner in which they develop, adjust and apply their decision-making strategies to settle for a product (Santosh & Pandey, 2011, p. 23).

Consumer purchase decision-making is described as the patterns of behavior consumer’ s experiences in order to determine the product which will meet his or her expectations. Quester et al. (2014) posited that the process has five steps including recognition of the need, information search, alternative assessment, purchase decision, and post-purchase behavior. All these processes within the steps are affected by external factors including reference groups, family, social status, and culture.


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