IMC - Consumer Behavior
135 views | +0 today
Follow
IMC - Consumer Behavior
What is consumer behavior? What is the process of decision making?
Curated by Nandy Lihandra
Your new post is loading...
Your new post is loading...
Scooped by Nandy Lihandra
Scoop.it!

iPhone hype a creation of consumer behavior and Apple strategy

iPhone hype a creation of consumer behavior and Apple strategy | IMC - Consumer Behavior | Scoop.it
On a mission to land the latest must-have gadget for the tech set, Ken Rosenblum stopped by the Aspen Grove Apple store at 8 p.m. Thursday, 12 hours before the iPhone 5 went on sale.
Nandy Lihandra's insight:

Apple iPhones are a great example of consumer behavior. Apple has this incredible strategy that's got people waiting in lines for the latest product, which has started since the first iPhone came out in 2007. Marketer-induced problem recognition, new products and new needs/wants are the sources of problem recognition for this particular product. Marketer-induced problem recognition means the "marketer's actions that encourage consumers not to be content with their current state or situation" (Belch & Belch, 2012). Technology has a life span of 3 years before a consumer gets bored with it and want something new and fresh. New versions of iPhones release every 2-3 years and there's always a big hype around it. "Marketers are constantly introducing new products and services and telling consumers the types of problems they solve" (Belch & Belch, 2002). The latest iPhone 5 encourages consumers to upgrade with faster processor, better and bigger screen, and a thinner, more sleek look. The hype around it excites Apple's consumers, which results in people waiting in lines the night before the new product is released. As this article mentions, "a dollar now is worth a lot more today than a dollar a week from now... People put a lot of value in having something right away." It is clearly said that people put a lot of value in something they are able to get firsthand before anyone else. It is safe to say that Apple has great awareness in terms of consumer behavior and they know what strategies to put in place to keep their consumers wanting more.

more...
Nakita Samuel-Carter's comment, April 9, 2013 6:23 PM
I think that apple has a great insight of how its consumers operate. Their strategy of keeping a buzz and really hyping up the product is clearly working for them and is influencing their customers purchase decisions in a way that benefits sales. Because consumers want the hottest new iphone immediately and before anyone else they are willing to stand in long lines for hours and apple is smart in the way it creates a need for the "must have gadget" by not letting it out of the bag how many iphones will be available for purchase in stores.
Scooped by Nandy Lihandra
Scoop.it!

Forget What Your Customers Need; Branding Is About What They Want

Forget What Your Customers Need; Branding Is About What They Want | IMC - Consumer Behavior | Scoop.it
Meeting your customers' needs is a given, but if it's building a brand you're interested in, you'll need to pay attention to what they...
Nandy Lihandra's insight:

This article was a great read in the way they explained the difference between what customers "need" and what customers "want". Belch & Belch (2012) describes consumer behavior as "the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires." Sporting brands- such as Nike, Adidas, Asics, etc - would release similar products, but if someone was to choose one brand over the other brands, that brand is one step towards achieving the goal of being successful in business. This article talks about how "want" is an emotion, and ultimately when a customer chooses a brand over other brands, they have made an emotional connection with the brand. This "want" has to do with not necessarily just how their products look on the customers, but also how their products make them feel. It becomes "THE brand" rather than "one of the brands". In other words as mentioned in the article, "it's an emotional choice based on emotional benefits that the brand provides for you, personally." Knowing the "want" is important to building a stronger relationship with the customers.

more...
Nakita Samuel-Carter's comment, April 9, 2013 6:51 PM
this article highlights how we must aim to take our customers from just needing our product or service to actually wanting it. To achieve this we go back to that key component of building a personal relationship and bond with our customer so that they can view us in a high regard over the other brands out there. As you mentioned we need to become "THE brand" to our consumer therefore that emotional attachment must be achieved.
Rescooped by Nandy Lihandra from Consumer Behavior in Digital Environments
Scoop.it!

How Are We Using Social Media? [INFOGRAPHIC] - AllTwitter

How Are We Using Social Media? [INFOGRAPHIC] - AllTwitter | IMC - Consumer Behavior | Scoop.it

How Are We Using Social Media? [INFOGRAPHIC]

 

Did you know that between 2011 and 2012, time spent on social media increased by some 30 billion minutes, representing a year-on-year increase of 37 percent?

 

But, according to one study, while Facebook, Twitter and Pinterest remain popular with users aged 30 and over, it’s the formerly niche social platforms such as Reddit, Github and DeviantArt that can boast the highest representation amongst the important 18-29 demographic.

 

Digital agency iAcquire partnered with SurveyMonkey to track the behaviour of social media users, presenting their key findings in the infographic.


Via Russ Merz, Ph.D.
Nandy Lihandra's insight:

Although this article may not cover the whole thing of decison making, I think it contributes to one of the decision making process of "information search". Nowadays due to modern technology, people are spending a lot of time on the internet looking at things. There's online shopping, social networks, etc. When a consumer is in the decision making process and they have recognised the problem, they move on to information search. Many people now turn to social networks such as Facebook and Twitter to do their research, may it be from the opinion of their friends or from others who have had the same problem. For example, someone may have recognised the problem that they need a new phone and interested in getting an iPhone. They will then research whether iPhone 4S or iPhone 5 is better. They may do their research on Google, but they may also post a status up on Facebook to get opinions from their peers and people who may have those phones. It's important for a brand to successfully win over their customers, as their opinions about the brand to others may lead to an increase in customers who choose that brand over others.

more...
Nakita Samuel-Carter's comment, April 9, 2013 6:43 PM
I agree with you it does highlight that communication and having a myriad of information platforms for the consumer is imperative to the decision making process for consumers. And we have become aware that our consumers are no longer passive and are taking control of finding information on the products and services available to them.