As an astute marketer, it takes responsibilities to consider consumers whole buying process rather than just the purchase decision, due toloyal consumers represent the company assets. These studies indicate the important factors for marketer to understand each stages of consumer decision making process in order to compete in the intensive market and gain competitive advantage (Sousa et al., 2010).Thus, firms are able to generate more cash flows and consumers repetition.Besides, marketer should understand the consumer’s characteristic that will shape consumer behavior.
In need recognition stage, consumers may realise that its current mobile phone unable to access internet and plan to purchase for a new smart phones to satisfy internal needs. Thus, marketer should create consumers awareness regarding the benefits that its product can offer and how well it can offer compare to competitors.To stimulate market demand, marketer need to list out the products attributes, for example Third-I transform the ordinary surface into an interactive touch screen display and allow users to access internet at anytime, anywhere.
Consumers tend to acquire for solutions to their needs. Hence, information search can be categorized into two phase, internal or external search. To purchase high involvement products, consumers are more likely to conduct external search (Orth, 2005). To illustrate, the target market is focus on tech-savvy users, users from this segment normally involve heavily in the use of internet, so they may obtain information from websites. Thus, marketers can create an interactive website that allows consumers to connect with sales force to obtain pre-purchase information and ensure information accessible and visible for consumers who are actively seeking for information.
Consumers will consider variety of factors to make a decision before purchase. Consequently, they will consider in terms of pricing, brand reputation, product features, or even compare the benefits offer by competitors. Therefore, marketer should position its products against competitors byorganizing special events or road show to attract crowdandstrongly stress its products benefitsor distribute brochure to reach potential customers.Besides this, marketer can also allow consumers to test use the real product during the events, so consumers are familiar on the product features and more confidentto make a purchase.
Consumers may have desire or intention to purchase after conduct evaluation. Therefore, consumers will consider where to purchase the products, methodof payment or any discount or free gift provided. So, marketer must understandthe consumers need and be aggressive to satisfy thoseneeds. In the hope of securing sales, marketer must clearly identify where to purchase Third-I and either cash or credit card can be accepted in order to make payment. Besides this, to grab consumer’s attractiveness to purchase Third-I, an instant cash rebate and free gifts will offer tofirst 50 potential customers if they purchase the product during the particular events.
Once the consumers used the product for a period of time, they will start to evaluate their purchasing decision.If the product’s performance did not meet their expectation, consumers will experience in some level of discomfort, which is post purchase dissonance. Therefore, marketer must explore various marketing effort to try to prevent consumer’s remorse, otherwise consumers might tell everyone how bad the product was, as wordof mouth consider very important issues that mightruinthe brand image and reputation. In order to minimise cognitive dissonance and maximise consumer’s credibility, marketer might offer extend warranty to potential customer, along with the instruction user manual in a multilingual form or provide a 24 hours toll-free troubleshooting line for consumers to give feedback. In addition, after sales service is critical important, customers who satisfy will lead to repeat purchases in the future (Heitmann et al., 2007).
Reference group have a direct or indirect influence on a person’s attitude or behavior (Orth, 2005). If celebrities expose a new behavior or lifestyle towards particular stylish products, such as Third-I, this may create conformity for consumers to follow the celebrities act, therefore the greater group’s influence will have powerful force in creating consumers purchasing interest.
Family members have a strong influence on the consumer behavior.To purchase expensive products, husband and wife usually engage in the joint decision making. If a husband purchase Third-I and used it for period of time and recognize that Third-I have a good performance, the wife will normally consider to make a purchase.
Perception is the way by which individual selects, organizes and interprets information into a meaningful experience. Sometimes, customers might expose to Third-I advertisements in the billboards while driving on the road (Bergman, 2006) or being attract by the selective attention such as Third-I slogan, “Your Brand New Digital Era” in the radio advertisement. So, the present of advertisements is the way to get public attention.
Motivation is an inner drive that stimulates need and buyerseeksfor solutions to satisfy, whereas it need to have intense aroused or stimulation before it comes into a motive. Through the purchase of products, it is the drive to satisfy needs and wants. To illustrate, psychological factors motivate customers to purchase smart phones to satisfy acquired needs such as status or ego needs. Therefore, consumers will be motivated to purchase Third-I because they feel keep pace with the tide species by using Third-I.
Lifestyle refers to pattern of living and it can be analysed through purchasing behaviors, demographics, activities, interests and opinions (AIOs). Consumers with tech-savvy behavior normally sensitive towards the advance technological change and they may consider themselves as early adopters and to be on the leading edge in the advanced society. Ultimately, the invention of Third-I is to keep pace with the technology era and aims to be more seamlessly integrate online information and technology into daily life.
Consumer behavior strongly influence by the buyer’s decision making process and buyer’s characteristics. Most of these factors hardly to control by the marketers, thus marketers should identify and keen understanding toward the consumers’ needs and wants.
Nowadays, customers are more knowledgeable, more demanding and more discerning. Some customers response to purchase products based on feeling, emotions or focus on making the wisest economic decision. Therefore it is critical important for marketers to understand what compels the customer to make actual purchase. By understanding the various elements that stimulate customers purchase activity, it definitely helps marketers to design an appropriate marketing strategy for each target market.
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