Consumer Analysis
Practicum Presentation - Group 2
Alyssa Evans, Rob Spadoni, Melissa Tencati, Alejandra Villa, Jessica Porter
iPhone by Apple, Inc.
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•
In 2007 Apple announced that they would be entering
the cell phone world.
June of 2007, the iPhone took the
world by storm by making
an iPod that could make phone
calls and have apps at your
finger tips.
Objective
To understand major forces on customer behavior and how
marketers employ those forces.
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Cultural
•
Social
•
Personal
What is Consumer Buying Behavior?
•
Consumer buyer behavior:
The buying behavior of final consumers- individuals and
households that buy goods and services for personal
consumption
•
Consumer variations:
Age
Education level
Income
Tastes
Factors Influencing iPhone Consumer
Behavior
Cultural
Culture
Social
Reference Groups
Family
Subculture
Roles & Status
Social Class
Personal
Psychological
Age & life cycle stage
Motivations
Occupation
Economic
Lifestyle
Perception
Personality & selfconcept
Learning
Beliefs & attitudes
Buyer
Characteristics Affecting Consumer
Behavior
Culture Factors
The set of values, perceptions, wants,
and behaviors learned by members of
society from family and other important
institutions
Subculture:
A group of people with shared
value systems based on common life
experiences and situations
Social Class:
Relatively permanent and ordered
divisions in a society whose members share
Characteristics Affecting Consumer
Behavior
Social Factors:
Groups
Two or more people who interact to accomplish individual or mutual
goals
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•
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word- of- mouth influence
Opinion leader
Online social networks
Family
Most important consumer-buying influence
Roles and Status
A person’s role, status, and duties in a particular group
Characteristics Affecting Consumer
Behavior
Characteristics Affecting Consumer Behavior
Personal Factors
Age and Life-Cycle Stage
Occupation
Economic Situation
Lifestyle
•
A person’s pattern of living as expressed in his or her activities,
interests, and opinions
Personal and Self-Concept
•
A brand's personality: sincerity, excitement, competence,
sophistication, ruggedness.
Characteristics Affecting Consumer
Behavior
Psychological Factors
Motivation
A need that is sufficiently pressing to direct the person to seek
satisfaction of the need.
Perception
People select, organize, and interpret information to form a meaningful
picture of the world
Learning
Changes in individual behavior arising from experience
Beliefs and Attitude
•
Descriptive thought that a person holds about something
Buying Decision Behavior
Complex buying behavior
•
Consumer buying behavior in situations characterized by high consumer
involvement in a purchase and significant perceived differences among
brand
Dissonance - Reducing Buying Behavior
Habitual Buying Behavior
Variety - Seeking Buying Behavior
The Buyer Decision process
Five Stages:
1.
2.
3.
4.
5.
Need Recognition
Information search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
The Buyer Decision Process for New
Products
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Stages in the Adoption Process
Individual Differences in Innovativeness
Influence of Product Characteristics on Rate
of Adoption
How Marketers take Advantage
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Word-of-Mouth Influence
Opinion Leaders
Adoption Process for an iPhone
Buyer
Awareness
consumer becomes aware of the new product but lacks information about it
Interest
consumer seeks information about the new product
Evaluation
consumer considers whether trying the new product makes sense
Trial
consumer tries the new product on a small scale to improve their estimate of its value
Adoption
consumer decides to make full and regular use of the new product
Learning Outcomes
The Environment
Marketing Stimuli
Product
Price
Place
Promotion
Other
Economic
Technological
Social
Cultural
Buyer’s Black Box
●
●
Buyer’s
characteristics
Buyer’s decision
process
Buyer’s Response
● Buying
attitudes and
preferences
● Purchase
behavior: what
the buyer buys,
when,where
and how much
● Brand and
company
relationship
behavior
Learning Outcomes
Culture
Subculture: Apple
- Discerning
- Tech-Savvy
- Educated
Social
Roles & Status
- Expensive
- Good Taste
- Intelligent
(i.e. Apple Geniuses)
Reference Groups
- Opinion Leaders
- Early Adopters
Personal
Psychological
Lifestyle
- Individually
Tailored
Beliefs
- Innovative
- “excitement”
Buyer
Apple - Think Different Ad
http://www.youtube.com/watch?v=SswMzUW
OiJg
References
Apple - Think Different Commercial. (2013, March 25). YouTube. Retrieved February 13, 2014, from
http://www.youtube.com/watch?v=SswMzUWOiJg
Armstrong, K. a. (2014). Principles of marketing . new jersey : Pearson.
A bit of eveything!. (n.d.). : Apple Fanatics. Retrieved February 14, 2014, from http://farmenta.blogspot.com/2010/04/apple-fanatics.html
IP Carrier: Will Verizon iPhone Sales Change iPhone Demographics?. (n.d.). IP Carrier: Will Verizon iPhone Sales Change iPhone
Demographics?. Retrieved February 20, 2014, from http://ipcarrier.blogspot.com/2011/01/will-verizon-iphone-sales-change-iphone.html
Mac Loyalists: Don't Tread on Us. (n.d.). Wired.com. Retrieved February 19, 2014, from
http://www.wired.com/gadgets/mac/news/2002/12/56575?currentPage=all
Search. (n.d.). iMore. Retrieved February 14, 2014, from http://www.imore.com/history-iphone‎
Stern, J. (2013, September 20). Seriously, Why Are These People Waiting in Line for the New iPhones?. ABC News. Retrieved February
20, 2014, from http://abcnews.go.com/Technology/iphone-5s-5c-launch-long-lines/story?id=20314089
Twitter Statistics - In-depth Report by Sysomos on Twitter's Growth. (n.d.). Twitter Statistics - In-depth Report by Sysomos on Twitter's
Growth. Retrieved February 19, 2014, from https://www.sysomos.com/insidetwitter/h
Why You’ll Still Buy the iPhone, Even As Other Phones Get Better. (n.d.). Why You'll Still Buy the iPhone, Even As Other Phones Get
Better. Retrieved February 19, 2014, from http://www.gottabemobile.com/2013/08/17/as-continued-interest-in-iphone-proves-itunes-isstill-king/
YOU TUBE LOGO. (n.d.). ukharp. Retrieved February 18, 2014, from http://ukharp.net/resources/images/site/youtube-logo.png
iPhone Market Share Expected to Hit 68% in the United States by 2017. (n.d.). - Mac Rumors. Retrieved February 20, 2014, from
http://www.macrumors.com/2013/12/16/iphone-market-share-expected-to-hit-68-in-the-united-states-by-2017/
Practicum Presentation - Group 2
Alyssa Evans, Rob Spadoni, Melissa Tencati, Alejandra Villa, Jessica Porter