mgtb363_s11877546a1 - Kyaw Zaw Lin s11877546 Question 1 How might Apple use a decision process approach to better understand how consumer purchase

mgtb363_s11877546a1 - Kyaw Zaw Lin s11877546 Question 1 How...

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Kyaw Zaw Lin s11877546 Question 1 How might Apple use a decision process approach to better understand how consumer purchase iPhone product? “Behavior is defined as the behavior that consumer display in searching for, purchasing using, evaluating and disposing of products and services that they expect will satisfy their needs. ”[Edu11] “The Marketer first tries to describe the segment of target customer, and then they can analyze and predict consumer actions and decisions. ”[Sol] Consumer behavior is very important for successful marking. Focus in marketing is on creating value for consumer, with marketer in every organization trying to create more value and patronize their particular organization. Business seeking long term profitability know they must identify and satisfy consumer needs better than competitor. They must develop long term relationship with their customers in the future. These are buyer’s decision making process as shown in figure Figure 1: Buyer’s decision making process[tut] Recognition of need or problem This is the first stage of consumer behavior. Consumer’s need or problem is important part of marketing. Without the need or problem, there will be no purchase. The recognition of need by consumer can be different ways. There are two types of stimuli . They are external TMA 1 Page |
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Kyaw Zaw Lin s11877546 stimuli and external stimuli. There are three types of needs. They are function need, social need and need for charge. Abraham Harold Maslow explain consumer behavior in pyramid diagram. [htt8] There are 5 levels as shown in figure. Figure 2:Maslow's Hierarchy of needs[stu] Nowaday, mobile phone is basically need device for communication. Among mobile phone, everyone want to get iphone. Because they had believed that iphone can fulfill what they need or what they want. They can purchase expensive price for iphone which is the most reliable, effective and the value they gain is better than they paid. As a psychological need, people gain motivation and confidence from using apple product. As a safety need, iphone security system is one of the best security system in mobile phone. The iphone always desire to produce self-actualization. 2 Information search After they identified what they need, the consumer will seek information about possible solution to the problem. In this stage, there are two kinds of information. They are internal information and external information. Internal information come from previous experience he had with product or brand and the opinion he may have of the brand. External information is the information on product or brand received from and obtained by friends or family, by reviews from the press.[htt8] For the iphone, technical specification, colour and price. Customer can get all these information from apple’s website. Apple well prepared for this stage. When the customer visit the apple website the appearace of website is different compare to other product’s website. The layout, color and etc. That can attract the customer’s sense. In apple’s website they explain about there product by video. In video the presentation is very TMA 1 Page |
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