The paper "Factors Affecting Consumer Behaviour - iPhone" is a perfect example of a marketing case study. Consumer decision making is the process by which a consumer makes a logical choice of a product or a service depending on all the available options. This is a rational process that involves the consumer evaluating the available products or services and making a decision based on his/her wants and needs (Perreau, 2014). The choice of the product or service, however, is also dependent on its ability to meet the consumer’ s needs and wants.
The process of consumer decision making involves five steps as described below; Problem Recognition The first step is known as need recognition (Perreau, 2014). Without a need, there would be no purchase. For the case of iPhone customers, the need recognized occurs when a customer needs to communicate, access the internet or interact with friends through the social media Information search Once the customer has recognized a need, it is time to look for possible information to solve that need. Information can either be internal or external. The internal search comes from information from previous experience with a product or opinion they have of a brand (Perreau, 2014).
In this case, the consumer may get information from friends who have phones that can enable them to communicate, access the internet as well as interact with friends using social media. Moreover, consumers can also access information from the internet or sales stores that deal with phones. Evaluation of Alternatives With several alternatives from the search process, the customer may now decide what they want to buy (Perreau, 2014). For this case, a customer has may have various opinions to satisfy his/her need.
There are many mobile phone companies in the marketing including Apple, Samsung, Nokia, Blackberry, and Sony offering which offers mobile phones. The customer will access all the mobile phone brands with the available information. Purchase decision Having chosen the best alternative, they will buy the product. The customer will buy a phone from local stores or online. Post-Purchase Evaluation Based on the satisfaction the customer will experience from buying a phone, he or she may have repeat sales or not. 2.0 Level of involvement, segmentation, Target Marketing and Positioning The level of involvement refers to how personally, economically and socially important consuming a particular product or service is and how much information the consumer needs before they make the purchasing decision (Tanner & Raymond, 2012).
Level of involvement in the purchase decision is a continuum ranging from decisions that are routine and as such require a low level of involvement to complex decisions which require extensive information search and hence high level of involvement. Buying techno-savvy products like iPhone require extensive information search as such product are not purchased often and they are of high financial value (Tanner & Raymond, 2012). Market segmentation is the process of categorizing customers into separate distinct groups.
Apple has segmented the market demographically and in terms of psychographics. In terms of demographic, Apple has segmented its market in terms of age and gender. In terms of psychographics, Apple has segmented the market in terms of common interest, values and opinions. In this case, the company is looking for youthful trendy and affluent in the society who looks forward o having the best quality in the market regardless of the price (Kokemuller, 2014).
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