Discuss about the Marketing Consumer Behavior for Iphone 7 and Iphone 7 Plus.
Consumer behavior is important for every organization before launching a product. It is an essential part to understand the consumer behavior in order to avoid losses. It is very difficult to understand consumer behavior as every individual has a different mind and attitude towards the product. It is recommended to understand the theory of consumer behavior in order to attain a sustainable growth (Kotler,2009). The consumer behavior is subject to fluctuation due to numerous factors like living standards, trends, fashion and technology. It is suggested to the marketers to understand the behavior of the consumers which largely depends on the above-mentioned factors. Hence it is the important tool which needs to be used efficiently to increase sale(Kotler, et al, 2006).
He Iphone 7 and Iphone 7 Plus is new age smart phone designed by Apple Inc. the smart phones were announced on 7 September 2016 at the Bill Graham Civic Auditorium by Tim Cook. The phone was officially released on 16 September 2016. The design of the phone is similar to Iphone 6 and 6S. The phone was launched with new options which includes new color option, water and dust resistance, and static home key button, a new capacitive and removed the 3.5 mm jack. The internal processors were upgraded by the company which improved the graphic performance. The Apple is regarded as one of the most likeable product among consumers and it came up as a revolution in the mobile phone industry. Consumers wait desperately for months to buy a new apple phone. Consumers are much attracted by the new features as mentioned in the advertisement. It helps in grabbing consumer attention so that the desired result can be achieved (Iphone 7, 2016).
The given advertisement describes new features of Iphone 7 and creates distinguish features that separate it from the previous phones. However the design is similar to Iphone 6S but it has introduced new features like different color option, water resistance technology, dust resistance screen and a static home guard key. The advertisement highlights the camera of the phone which is upgraded to 12 megapixels rare facing camera with optical image stabilization. It has enhanced zoom capabilities. The advertisement showcases the internal hardware upgrade which includes an internal heterogeneous quad core system on chip.
The advertisement completely focuses on individual customer usage and establishes custom and how it is different from the other companies. It is necessary for a company to describe the primary and secondary feature of the phone through its advertisement. Marketing communication is an essential part of marketing mix. It is a sole method through which the information about a product is being transmitted to the buyers. Advertisement has become an important source of spreading information about a product or service to the final customer. The marketing team of a product looks after the specific requirements of the customers to put a positive impact on the customers. A large section of the society make purchases through the advertisement placed on different mode of media (Ho, Lim and Camerer, 2006). It has become more evident that the consumers are making buying decision after making thorough research. Advertisement helps in grabbing the attention of the customers. The marketing team of the company plays a vital role as they frame the most essential policies that are necessary to be incorporated as per the customer class. They are responsible to frame an integrated communication structure that helps company to succeed its desired sale structure. Apple has framed most of the advertisement keeping in mind the needs of the final customer after conducting a thorough market research. On a long run it is evident for a company to fame the policies according to the future requirements
The new apple Iphone 7 advertisement demonstrates the features which separate it from the other brands. Consumer behavior is necessarily being understood while attracting consumer attention. In a long run it is necessary to enumerate various factors that affect the consumer behavior. There are varieties of factors like social, economic, political, cultural and psychological causing fluctuation in consumer behavior. The consumer behavior is necessary to be studied in order to take full advantage of the market condition. The purpose is to understand the different market segment, advertisement strategy, sales promotion schemes in order to find the right consumers. The given advertisement has a variety of issues which required to be addressed that is the other features apart from the camera. Most of the part of the advertisement focuses upon key features that made the product superficial. Moreover there is a resistance for the 3.5 mm jack which is the only unique feature available in the phone.
Apple successfully creates attractive advertisements in order to grab attention of all the consumers in a crowded mobile market. Iphone is definitely an instant hit in every country. It is not popular due to its share of market but it holds first place in the mind of the consumers. Consumer purchase decision includes series of decisions that are associated with the deep values subjected inside them that force them to make purchases. The decision making process here includes factors like social, personal, psychological etc. social factors includes reference group, role of the society and status. Personal factors include lifestyle, economic situation, occupation, age etc. consumer are mostly influenced by the role and status (McCarthy &Perreault,2008). Every individual tries to manage their status in the society which depends on individual occupation(Wright,2006). Age and life cycle are other two parameters that help in deciding the consumer behavior as the choices and preferences changes with the passage of time. Psychological factors are related with those factors that cause mental satisfaction and forms an essential part of consumer behavior attitude. Motivation, belief and attitude are responsible to affect the purchases of the product. The main purpose of the advertisement is increase Iphone 7 market share that can only be achieved through making contribution towards different attributes.
The first sub variable includes families, friends and colleagues. This particular class strongly contributes to a person’s choice regarding purchases of a phone. This particular class interacts with various membership, reference, and organizations. A person makes purchases if it fulfills the want of family, peers and other people. Another social factor that affects the purchases of Iphone 7 is peer pressure. The consumer is purchasing the phone because everyone else is purchasing it. An individual buyer behavior is responsible for the purchases of the phone. Buyer behavior is prejudiced by the decision of the other family members. Marketers are trying to configure the role played by different individual while making the buying decision. Moreover it is necessary to check the role played by the family members in individual decision making. In case if the purchases of a certain product are influenced by some specific family member than the seller will target that particular person in the advertisement. It is advised that buying roles change with the change in the lifestyle of the consumers. Most of the decisions are influenced by the family members and plans regarding marketing are proposed by the family member and the close friends whose decision is important (Kotler,Burton, Deans, Brown & Armstrong,2015).
The consumers want to recognize that they will get reliable goods if they seek advice from the people who plays a significant role in their life. Discussion regarding iPhone apprehensions to first-hand experiences of families and friends instigates purchases to a large extent. Social factors are different from the cultural factors (De Mooij,2010). A cultural factor involves big groups that are responsible for influencing the consumer behavior. Reference group causes change in forming a person mind-set or actions. The reference groups and their impact differ across products and brands. In case if the product is noticeable such as dress, shoes, motor vehicle etc then the impact of reference group will be high. Reference groups also comprise of opinion leader as they have a huge impact on consumer behavior (Solomon, 2014).
Personal factors are responsible for individual decision making and are responsible for creating brand awareness. It is essential in the case of Iphone while ascertaining the list of variable factors that contributes towards decision making process. It is advice to look into individual factors before ascertaining the decision related to purchases. Age is one of the sub variable factors that are responsible for making decisions about the individual consumer buying behavior. Apple has successfully marketed their plan focusing on every individual. It has become an irresistible want among people of every age group. Personal ownership of mobile phone has increased in recent time. The young people are goal oriented and want to know about the latest current affairs. The apple Iphone tops the chart by beating other competitors (Hutt & Speh, 2005; Kardes, Cronley and Cline,2014). In current preview Iphone 7 has become an inevitable brand by managing the lifestyle with a fashion statement. Through social apps like what’s app, Facebook and twitter helps in connecting with one another. Iphone 7 is not only fulfilling t he basic requirement but provides a whole different experience(Dibb, Simkin, Pride & Ferrell,2005).
These are the factors which are intrinsic in nature based on consumers past experience and knowledge. The psychological factors are divided on the basis of personal emotions, individual motivation, perception and belief. Motivation is one of the factors that influence a person to work for his/her goals. A study has suggested that motivation for a person to spend money on a premium product is due to envy created due to greedy tendency of the consumer. Consumers are making all sort of association through the past buying experience that forms a unique part of the buying behavior. To a cost cautious customer it has become evident to keep a check over the pricing strategy because his perception largely depends on it. Prices for a commodity depend upon the individual behavior towards the other variable factors that are necessary to be focused while planning the advertisement. It is necessary for Apple to look into the requirements and to fulfill the gap as per the customer choices (Chaudhuri,2006; Hawkins, Best and Coney, 2010).
Iphone are famous among people of every age group for its multi-functional utilities. The makers of Iphone are consistently introducing changes in every new model. There primary motive is to optimize the profits by taking full advantage of consumer behavior. Moreover the company introduces changes through innovation and research. Consumer will only make purchases if they are wholly satisfied with its services. Apple strategy includes bringing in a new product through consistent innovation through its R&D Department. Cost benefit analysis is conducted at the time when product is introduced. Study of consumer behavior is essential in order to keep a check over the market trends. In case If the sale of product is declining then consumer behavior helps in assessing major changes for the failure of a product and suggests required amendments to be made in the market strategy for that product(Belk,2010). The essential rationale of studying consumer behavior is to mold their views in favor of a particular product. Thus it is one of an important tool that is used for promotion of sales in order to change perception of the customer.
It is however suggested to look after the needs of the advertisement by focusing on the factors that are not available on the previous model. There’s a need to focus on the factors that engross attention of most of the people. Most of the companies including apple undertake study of consumer behavior to discover consumer contentment and displeasure. They also try to focus on evolving corrective steps to improve the image of the brand by optimizing the profits associated with it. Profit making is the primary motive of an organization and implementation of the new strategy is placed keeping in mind the necessary changes. The study of consumer behavior is necessary with regard to level of satisfaction. The focus is regarding quality of product, its price, after sales service, and the life of the product. The primary focus of studying consumer behavior is to occupy the market and achieve a sustainable growth.
Team work and motivation is essential for a group to finish the required assignment. Team and leadership helps in completion of the required work within a stipulated time frame. Team dynamics help in collecting featured knowledge related to a product and helps in systematic completion of work.
Conclusion
There are numerous factors that are responsible for deciding the behavior of the consumer pertaining to product. On a long run it is advised to a company to promote the interest of the company by planning an advertisement focusing on the needs of the consumers. It is necessary to give a special consideration to all factors that are responsible to influence the behavior of the consumer like cultural, social, psychological etc. the advertisement in the given case study focuses on the latest feature of the phone that separates it from the other products. The advertisement focuses upon attaining consumer attention in order to grab sale.
References
Belk,R.2010. Research in Consumer Behavior. Emerald Group Publishing
Chaudhuri, A. (2006). Emotion and reason in consumer behavior. Routledge.
De Mooij, M. (2010). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising: Consequences for Global Marketing and Advertising. Sage.
Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O. C. 2005. Marketing: Concepts and strategies (p. 850). Houghton Mifflin.
Hawkins, D.I., Best, R.J. and Coney, K.A., 2010. Consumer behavior. Implications for marketing strategy, 5.
Ho, T.H., Lim, N. and Camerer, C.F., 2006. Modeling the psychology of consumer and firm behavior with behavioral economics. Journal of marketing Research, 43(3), pp.307-331.
Hutt, M. D., & Speh, T. W. 2005. Business Marketing Management. South-Western Publishing Company.
Iphone 7 ,2016. Online . Available at: https://www.apple.com/in/iphone-7/specs/ Accessed on: 2 January 2016
Kardes,F., Cronley,M. and Cline,T.2014. Consumer Behavior. Cengage Learning
Kotler, P. 2009. Marketing management: A south Asian perspective. Pearson Education India.
Kotler, P., Bowen, J. T., Makens, J. C., Xie, Y., & Liang, C. 2006. Marketing for hospitality and tourism (Vol. 893). New Jersey: Prentice hall.
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. 2015. Marketing. Pearson Higher Education AU.
McCarthy, E. J., &Perreault, W. D. 2008 Basic marketing: A marketing strategy planning approach. McGraw-Hill Irwin.
Solomon, M. R. 2014. Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ: prentice Hall.
Wright,R.2006. Consumer Behaviour. Cengage Learning EMEA
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