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
Factors Influencing iPhone Consumer Behavior Psychological Cultural Personal Social Culture Subculture Social Class Age & life cycle stage Occupation Economic Lifestyle Personality & self-concept Reference Groups Family Roles & Status Motivations Perception Learning Beliefs & attitudes Buyer
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 Personal Factors Age 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 Factors Motivation 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: • Need Recognition • Information search • Evaluation of Alternatives • Purchase Decision • 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 Awareness consumer becomes aware of the new product but lacks information about it Interest consumer seeks information about the new product Evaluation consumer considers whether trying the new product makes sense Trial consumer tries the new product on a small scale to improve their estimate of its value Adoption consumer decides to make full and regular use of the new product
Learning Outcomes The Environment Marketing Stimuli Product Price Place Promotion Other Economic Technological Social Cultural Buyer’s Response • Buying attitudes and preferences • Purchase behavior: what the buyer buys, when,where and how much • Brand and company relationship behavior Buyer’s Black Box • Buyer’s characteristics • Buyer’s decision process
Learning Outcomes Psychological Social Personal Beliefs - Innovative - “excitement” Culture Buyer Roles & Status - Expensive - Good Taste - Intelligent (i.e. Apple Geniuses) Reference Groups - Opinion Leaders - Early Adopters Lifestyle - Individually Tailored Subculture: Apple - Discerning - Tech-Savvy - Educated
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.html IP 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.html Mac 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=all Search. (n.d.). iMore. Retrieved February 14, 2014, from http://www.imore.com/history-iphoneâ€Ž Stern, 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=20314089 Twitter 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/h Why Youâ€™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.png iPhone 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 2 Alyssa Evans, Rob Spadoni, Melissa Tencati, Alejandra Villa, Jessica Porter