Marketing Paper(1)

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This paper sets out to analyze the fundamental stages that the consumer observe in deciding to purchase goods availed in the market. Consumers, being rational actors, adopt a calculative approach before purchasing products. In the marketing of the iPhone 10, consumers are impressed by the physical attributes of the phone besides size, weight and the charging, as well as, the operating facilities that the phone possesses. In the market, consumers are influenced either by the internal factors or by external factors in making decisions to purchase goods. The internal factors entail the personal factors that are mainly personal preferences, interests, opinions and attitudes. The underlying behavioral traits that define the personality of the consumer largely influence the individual in making a purchase. On the contrary, the external stimuli entail all those factors invoked by the marketer or the advertiser in influencing the consumer purchase iPhone 10. Hence, in emerging with the appropriate marketing strategy that gives the iPhone 10 an edge in the market and an overall competitive advantage, a close study of the stages in decision making for the consumers is vital. The effective creation of the need by the marketer underscores a proper strategy. This will motivate the consumers in gathering relevant information on the iPhone 10 and later the ability to compare it with other alternative devices in the market. The comparison will eventually culminate in the decision of making a purchase. Importantly, the post-purchase behavior is vital in marketing as it gives a feedback on the quality and the functioning of the product. Conclusively, network marketing and understanding the preferences of the targeted consumers forms a breakthrough in the marketing strategy
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  Executive Summary This paper sets out to analyze the fundamental stages that the consumer observe in making adecision to purchase goods availed in the market. Consumers being rational actors adopt acalculative approach before purchasing goods. In the marketing of the iPhone 10, consumers aremoved by the physical attributes of the phone besides size, eight and the charging and theoperating facilities that the iPhone 10 possess. In the market, consumers are influenced either bythe internal factors or by e!ternal factors in making decisions to purchase goods, iPhone 10included. The internal factors entail the personal factors that are mainly personal preferences,interests, opinions and attitudes. The underlying behavioral traits that define the personality of the consumer largely influence the individual in making purchase. n the contrary, the e!ternalstimuli entails all those factors invoked by the marketer or the advertiser in influencing theconsumer purchase iPhone 10. #ence, in emerging ith the appropriate marketing strategy, thatgives the iPhone 10 and edge in the market and an overall competitive advantage, a close studyof the stages in decision making for the consumers is vital. The effective creation of the need bythe marketer underscores a good strategy. This ill motivate the consumers in gathering relevantinformation on the iPhone 10 and later the ability to compare it ith other alternative devices inthe market. The comparison ill eventually culminate in the decision of making a purchase.Importantly, post purchase behavior is vital in marketing as it gives a feedback on the $uality andthe functioning of the product, hich can make or break a product. Conclusively, netork marketing and understanding the preferences of the targeted consumers% forms a ma&or  breakthrough in the marketing strategy. Table of Contents 1  1.1 Introduction................................................................................................................................'1.( )tages of the consumers% decision making process...................................................................'Problem* need recognition...........................................................................................................'Information search.......................................................................................................................+lternative evaluation..................................................................................................................-Purchase decision.........................................................................................................................Post purchase behavior................................................................................................................./1.' ecommendations......................................................................................................................2ibliography..................................................................................................................................10 2  1.1 Introduction The success of any business venture lies in the proper marketing of its products to get theedge in the market. 3arketing is arguably a very important aspect of business since it createsaareness in an appealing manner for the consumers of the goods to purchase them. #ence, inthe packaging and the dissemination of the information about the goods should arouse an interestfrom the side of the consumers. The consumers are influenced by the number of prevailingcircumstances to make purchases of specific goods hile ignoring other. ll this lies in the pursuit of the personal interest and making of the rational choice to pick on the goods that bestsatisfy their uni$ue demands. This paper seeks to analyze the behavioral trends among the buyersof the iPhone 10. Conse$uently, this paper is divided into the folloing parts, hich is theintroduction, stages of the consumer decision4making process, conclusion and therecommendations. This paper advances an argument that although price, efficiency andavailability influence the purchase of the iPhone 10, the prestige that comes ith the possessionof such a gadget has a great influence on some of the consumers% purchasing the device. 1.2 Stages of the consumers’ decision making rocess  The consumers being rational actors in the market, they engage in a calculative process before settling on the best decision as far as their current circumstance is concerned. This is in a bid of getting the best out of the prevailing circumstances. Therefore, the decision4making process of the ma&ority of the consumers% follos the folloing stages. !a #roblem$ need recognition. ll decisions are geared toards solving a given problem or addressing an underlying need.The consumers of the iPhone 10, like ma&ority of the consumers have identified a need that the 3   purchase of that phone ill solve. 3unthiu 5(006, p. (7, consumers recognize the need henthe difference beteen the real level of satisfaction and the desired level of satisfaction that theconsumer yearns to attain. ecognition of the need is a realization of the shortcomings of thecurrent device in relation to the advantages that the ac$uisition of the iPhone 10 ill attract. Thisspells a gap that the consumer aspires to fill in order to ac$uire the device that offers moreservices and the efficiency that his or her current device. dditionally, 3unthiu 5(006, p. (7notes need recognition can be stimulated by the internal factors or e!ternal factors. In the realmof the e!ternal factors, proper marketing and the advertising of the device can lead to thedevelopment of the need on the side of the consumer, prompting him or her make a purchase.Proper marketing that leads to the need recognition on the part of the buyers often dells on theemphasis of the advantages and the uni$ue features of the iPhone 10. 3oreover, thedemonstration of the effectiveness of the features in easing some of the challenges of theconsumer makes the product more appealing. #ence, in marketing the iPhone, the advertiser illdell on the strengths, ease of using the iPhone 10, less vulnerability to the viruses and safety of the data in marketing the device. dditionally, other features such as strong camera and the videorecording device is the icing on the cake that completely arouses the need in the side of theconsumer. !b Information search nce the consumer identifies the need and the importance of purchasing the iPhone 10,consumer gets into the information search stage. In this stage, the consumer sets out to look for the detailed information on the iPhone. The consumers looks for information that pertains thedurability of the iPhone 10, the tasks it can accomplish, the price, arranty, shapes and colorsamong other necessary details that influence the purchase of the iPhone. ccording to 3ilner  4
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