Mktg2101 Consumer Behaviour : Consumer Assessment Answers

Answer: 

Introduction:

Apple is not a new name in the consumer electronics industry. The Company has a diverse range of products toits credit and has shown a spark with Apple Watch. The Apple has changed the perceived line of its and launched Apple Watch in year 2015 December. This product is targeted for the consumers between the age group of 18 to 65 (Gent, 2014).

Consumer Buying Process for the Apple Watch

1. Problem Recognition-The need for a fitness tracker is recognized by the males and females due to health issues pertaining in the life. Consumers can leave the phones anywhere and connecting to an Apple watch can make their life easy.
2. Information Search-the consumers are presented with endless number of options when searching for data. The information search process is not so complex and can be easily searched on ecommerce sites, advertisements, magazines etc (Culiberg & Bajde, 201.

1. Evaluation and Search-How to engage a customer into the purchase of a product like Apple watch. The consumers show high involvement when perceived with plenty of things that can be done on a single product-Apple watch. The search for an Apple Watch starts with evaluating the quality, price, guarantee of the product that convinces a buyer to purchase a product.
2. Store Choice and Purchase-The purchasing decision for the Apple Watch is dependent on the point-of-sale, store choices provided. The marketing strategy adopted for promotion of Apple watch convinces the purchase to make a selection of the store and get emotionally and/or show high or medium involvement towards the Apple products/watch(Koklic & Vida, 2011).
3. Post-Purchase Activities-The experience with the first time purchase of an Apple watch allows customer to make a repeated purchase. The persuasion of a customer to make a repeat purchase is highly dependent on the marketing strategy and advertisement policy and range of options presented to the customer. When the consumer is offered with a better price options, this may result in the repeated purchase (Guliyev, 2017).

Marketing and Advertising Factors 

The success of an Apple watch is largely dependent on the marketing operations of the Apple Company. The Apple Company has evaluated the customer base on the demographic and psychographic factors and launched the product into the market. The emotional attachment or the perceptions towards the surroundings are the basic elements which, persuades the customer to make a purchase decision for a product like Apple Watch (Chatzidakis & Mitussis, 2007). What are the different underlying motives that create an impulse buying behavior? The company has a strong marketing strategy that creates a customer connectivity and attitude to make a purchase decision. The pricing strategy of Apple Watch is low pricing model moving to medium and high pricing models. The level of purchase involvement with the Apple watch is dependent on the peer groups and motivational factors which influences the customer. A consumer may be attracted to a wrist watch style, bands and/or the number of activities that can be performed easily on a wrist watch. The Apple Company has presented the Apple watch with various designs and different combinations and launched new product models. This is a fashion accessory which has significant technological aspects and has a brand name in the market. The consumer may show a high involvement with a generic ‘brand’ and may get convinced for making a purchase decision (Baginski & Weber, 2017).

Conclusion:

The key marketing strategy behind the ownership of an apple watch is its marketing strategy. Apple watch is a premium and delightful product that can execute multiplicity with decency. The consumers have number of retail outlets via which they can make their purchase. Apple Company has been preventing the product commodification. Apple watch is adequate for the needs of the consumers.

References:

Baginski, J., & Weber, C. (2017). A Consumer Decision-Making Process? Unfolding Energy Efficiency Decisions of German Owner-Occupiers. SSRN Electronic Journal. doi: 10.2139/ssrn.3023997

Chatzidakis, A., & Mitussis, D. (2007). Computer ethics and consumer ethics: the impact of the internet on consumers' ethical decision-making process. Journal Of Consumer Behaviour, 6(5), 305-320. doi: 10.1002/cb.223

Culiberg, B., & Bajde, D. (2013). Consumer recycling: An ethical decision-making process. Journal Of Consumer Behaviour, 12(6), 449-459. doi: 10.1002/cb.1446

Gent, E. (2014). News: Apple iPhone6 and Apple Watch finally unveiled. Engineering & Technology, 9(9), 12-12. doi: 10.1049/et.2014.0904

Guliyev, S. (2017). Impact of a Brand on Consumer Decision Making Process. SSRN Electronic Journal. doi: 10.2139/ssrn.2972590

Koklic, M., & Vida, I. (2011). Consumer strategic decision making and choice process: prefabricated house purchase. International Journal Of Consumer Studies, 35(6), 634-643. doi: 10.1111/j.1470-6431.2010.00953.x