Consumer Analysis Practicum Presentation - Group 2
Alyssa Evans, Rob Spadoni, Melissa Tencati, Alejandra Villa, Jessica Porter
iPhone by Apple, Inc.
• 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.
• Cultural
• Social
• Personal
• Psychological
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 Income
Education level Tastes
Motivations
Perception
Learning
Beliefs & attitudes
PsychologicalCulture
Subculture
Social Class
Cultural
Reference Groups
Family
Roles & Status
Social
Age & life cycle stage
Occupation EconomicLifestyle
Personality & self-concept
Personal
Buyer
Factors Influencing iPhone Consumer Behavior
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 similar values, interests, and behaviors.
Characteristics Affecting Consumer Behavior
Social Factors: Groups
Two or more people who interact to accomplish individual or mutual goals
• 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 FactorsAge 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 FactorsMotivation
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. Need Recognition
2. Information search
3. Evaluation of Alternatives
4. Purchase Decision
5. Postpurchase Behavior
The Buyer Decision Process for New Products
• Stages in the Adoption Process
• Individual Differences in Innovativeness
• Influence of Product Characteristics on Rate of Adoption
How Marketers take Advantage
• Word-of-Mouth Influence
• Opinion Leaders
Adoption Process for an iPhone Buyer
Awarenessconsumer becomes aware of the new product but lacks information about it
Interestconsumer seeks information about the new product
Evaluationconsumer considers whether trying the new product makes sense
Trialconsumer tries the new product on a small scale to improve their estimate of its value
Adoptionconsumer decides to make full and regular use of the new product
Learning Outcomes
The Environment
Marketing StimuliProductPricePlace 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
Beliefs - Innovative - “excitement”
PsychologicalSubculture: Apple - Discerning - Tech-Savvy - Educated
Culture
Roles & Status - Expensive - Good Taste - Intelligent (i.e. Apple Geniuses)
Reference Groups - Opinion Leaders - Early Adopters
Social
Lifestyle
- Individually Tailored
Personal
Buyer
Apple - Think Different Ad
http://www.youtube.com/watch?v=SswMzUWOiJg
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.htmlIP 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.htmlMac 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=allSearch. (n.d.). iMore. Retrieved February 14, 2014, from http://www.imore.com/history-iphone‎Stern, 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=20314089Twitter 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/hWhy 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-is-still-king/
YOU TUBE LOGO. (n.d.). ukharp. Retrieved February 18, 2014, from http://ukharp.net/resources/images/site/youtube-logo.pngiPhone 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 2Alyssa Evans, Rob Spadoni, Melissa Tencati, Alejandra Villa, Jessica Porter