CONSUMER BEHAVIOR

Consumer Behavior

Table of Contents

Introduction2

Background of the research2

Consumer motivation3

Social influences5

Market segmentation5

Age:5

Sex:6

Economic Situation:6

Occupation / training:6

Targeting7

4P's of the Marketing mix7

Product:8

Price:8

Conclusion and recommendations10

References12

Appendix14

Consumer Behavior

Introduction

The study of consumer behavior and knowledge of their needs is a basic question and an initial starting point in order to effectively implement the activities of marketing plan by the companies. The paper seeks to develop a promotion plan for iphone in the smart phone industry through the utilization of concepts of consumer behavior. In addition to this the papers endeavors to explain the implication of analysis of consumer behavior for both behavior analysis and marketing science along with suggesting how both of them can benefit from their interaction.

Background of the research

With reference to the development of the promotional plan the Apple iPhone 4 is a next-generation smart phone capable of performing many tasks and actions, so it is not a simple product that seeks to satisfy a single basic need. Following the list of needs that we discussed earlier, we could frame these groups' needs to seek to satisfy our customers:

Emotional needs. The iPhone is a product that facilitates the relationship between people, invigorates the possibilities of dialogue and thus facilitates effective interaction, especially this new version that incorporates high-quality videoconferencing and speed as the main attraction.

Support needs of the ego (or self-actualization of Maslow). The iPhone client looking for sophistication and self-realization to have one of the best smart phones on the market, and in addition to the Apple brand.

Security needs (Maslow). The fact that Apple has the signature on the market gives a feeling of security and confidence that others are not.

Affiliation needs (Maslow). It helps us to interact in social groups and to be accepted in specific areas more sophisticated. The image, especially in the professional field, offering the iPhone 4 provides privileges and status against upper and lower.

Recognition needs (Maslow). Linked to the membership, we provide a sense of accomplishment, respect and social success.

After analyzing the needs of our consumers very basic analysis and in our case is not enough to know exactly what consumers are really interested in our product, we also filter our potential customers with a psychographic. The lifestyle of the Apple customer type is perhaps its most characteristic feature; this type of analysis is that is more appropriate for our product, since it involves the study of the activities, interests and opinions of the sector of the population that wanted to investigate.

The Apple iPhone is the best value in differentiating consumers perceive as being very innovative and different from other phones, but its relevance is very low, since many consumers do not think it's appropriate for them (something like happens to brands like Porsche and Tiffany & Co). Blackberry has a high differentiation (although slightly smaller than iPhone) but a greater value and consumers know enough about the brand.

Consumer motivation

A psychological state of readiness for action is called motivation; no action occurs if it is not fostered by a motive behind it. When a behavior is observed by any consumer, they ...