• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The Consumer Decision-Making Process as it relates to a Consumer whose Mobile Phone Contract is due for Renewal

Extracts from this document...

Introduction

´╗┐Module leader: Caroline Wilson Module Code: 4BUS1010Word Count: 2023 Principles of Marketing Buyer Behaviour: The Consumer Decision-Making Process as it relates to a Consumer whose Mobile Phone Contract is due for Renewal Student Number: 14095145 Luiz Magalhaes 24/11/2013 ________________ Introduction Over the past 15 years there has been an evolving segment inside the electronic appliances and technological linked markets, such as mobile phones, laptops and tablets. These products are targeted to youngsters through innovative designs and marketing strategies. In order to understand the consumer?s behaviour, marketers should understand the criteria buyers are using to make their decision, enabling the business to compete successfully in the market. After establishing the consumer?s behaviour, marketers can formulate marketing strategies to promote their product, ensuring consumers choose your product over competitors. The process analysis approach is applied to a male self-employed tradesman, aged 30 living in East London, who travels around the country and needs to stay in constant contact with other clients, work associates as well as his family. Whilst travelling by train or he spends time checking emails, watching the news, reading books and playing games on his mobile. Whilst driving he receives phone calls but also uses his mobile as a sat nav. ...read more.

Middle

The Characteristics that would probably affect his behaviour in this item are psychological as well as personal as acquiring a music system shows personality, economic stability and also Attitudes and Beliefs are considered. Car: Characteristics that would influence consumer behaviour in obtaining a car involves Personal, and Psychological Elements, Beliefs as well as family members strongly Influence on a purchase decision. A Complex buying Behaviour is seen here. Item Characteristics Affecting Consumer Behaviour Buying Behaviour Mobile Phone Age, Lifestyle, Personality Complex A Car Personality, Economic Situation, Social Factor Complex Music System Age, Lifestyle, Personality Complex The Components of the Decision-Making Process The decision making process is an important segment of buying behaviour. This assessment process can be distributed into five phases: * Problem Recognition: The old mobile has been used for 2 years; it is well used, out of fashion and occasionally does not work properly, after a few hours of usage it switches off, the screen freezes when using different applications at the same time and also the outlook of the handset is very dirty. It is time to get a new mobile. When he decides to renew the mobile contract he needs to list out the specifications of the handset as brand, price and outlook, which will represent his style and taste as well. ...read more.

Conclusion

Organizations need to consider every stage of this process within regards to perception to acquire a powerful superiority in the industry nowadays. The knowledge of all aspects, the external and internal influences affecting the consumer may help firms to improve or adapt their marketing strategies appropriately. An understanding of the topic above examined concerns such as the traits of consumer decision process and how perception affect consumers the most at each phase is crucial when designing a marketing strategy. Factors; Social Factors, Personal, Psychological and Cultural stimulate the Consumer Behaviour. When a Consumer is making a decision, they are continually induced by those factors. Marketers need to consider these in order to keep a strong edge. Target market requires to be wisely selected before any publicity about products and services. This method the focus market is more expected to emphasize it as they have a curiosity in the services and products as well as a superior probability that the consumer deduces the message as it was expected from the marketing perspective. Reference Armostrong, G (2012). Marketing An Introduction. 2nd ed. LONDON: pearson. p25-103. Ferrel, O (1999). Marketing Strategy. Harcourt Brace. Jobber, D (2004). Principles and Practices of Marketing. 4th ed. LONDON: McGraw-Hill. p375.Neal, C (1999). Consumer Behaviour: Implications for Marketing Strategy,. 4th ed. Australia: p04. Rice, C (1993). Consumer behavior: Behavioral Aspects of Marketing. Singapore: Butterworth-Heinemann. p234. Websites: www.E2save.com | Page ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Evaluate the present marketing mix for T-Mobile, making recommendations for future marketing success in ...

    Mobile phone networks such as Vodafone or Orange have a much wider array of phones and as mobile phones have become a fashion item the newest mobile phone out by leaders in mobile telecommunications Nokia or Samsung is often not available on the T-mobile network.

  2. This study will investigate, discuss and analyse the reasons behind consumer purchases of supermarket ...

    is the concept of the internationalization of the grocery market. Recent events, such as the taking over of Asda by the American giant Wal-Mart raises many important questions about food retail and its impact on the international arena. As Dawson (2000)

  1. Title: Analyse and investigate consumer responses towards Internet shopping and the

    Personality: The study of Jayewardene (2004) was used to analyse how personal values would impact on online shopping and behaviour. It was concluded that individual attitudes impact on behaviour. Hui and Wan (2007) used survey method to analysis their respondents, they base their survey on the level of education and gender if both will impact on consumer behaviour.

  2. Principles of Marketing. This report will gather research about characteristics that affect the ...

    In addition to this, opting for a smartphone will also have the benefit of entertaining him during his journeys to work, which he demanded, and it will also come in to good use when spending time with his family, as he can capture memories by taking pictures and recording videos.

  1. This report is based on the Singapores Mobile phone industry. We have conducted a ...

    2.2 Political-Legal Forces Political-legal forces are the forces that allocate power, provide constraining, protecting laws and regulation. The important factors of this kind of forces are including stability of government, tax laws, foreign trade regulations and law on employment (Wheelen, 2008).

  2. Consumer Behaviour. This report will aim to focus on the modal that ...

    After that, Selection, when a general area, topic, or problem is identified and initial uncertainty often gives way to a brief sense of optimism and a readiness to begin the search. The third stage is Exploration, when inconsistent, incompatible information is encountered and uncertainty, confusion, and doubt frequently increase and people find themselves ?in the dip? of confidence.

  1. Decision Making at Co-Op Supermarkets of Vietnam.

    By using addictive method, the sales may get the result as follow: Trend Seasonal variation Prediction sales Week 5 Mon 47.46077 -21.35111 26.10966 Tue 47.61763 -8.82333 38.79430 Wed 47.77449 -2.24000 45.53449 Thu 47.93135 3.87111 51.80246 Fri 48.08821 15.37111 63.45932 Sat 48.24507 13.17667 61.42174 Total 287.12197 The sales forecast in week

  2. Marketing Strategy - Samsung

    Close links with retailers helped Samsung to get information regarding the needs of the customers and come up with distinctive, innovative and attractive products to meet these needs. Samsung began launching an array of products that were designed to make a big impression on consumers and were focused on the specific un-met needs of the prospective customers.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work