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Running head: APPLE WATCH A NEW PRODUCT LAUNCH
Apple Watch a New Product Launch
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APPLE WATCH A NEW PRODUCT LAUNCH
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Apple Watch a New Product Launch
Q1: Consumer Behavior Model: Environmental factors.
The Apple watch being a new product that is being launched into the market has two
main environmental factors that are relevant to the Apple watch product. The social class and the
social group influence factors. The social class comes in as a relevant environmental factor in the
sense that being a classic watch; it will attract and align with people from the high social class,
similar educational levels and also those that shares similar parameters in life (Sokolowski,
2011). This means that the watch shall become a fashion trend to a particular social class of
people while as it is most likely that people from the low-income social class would not consider
it an option. This is more so because individuals in the same social class tend to purchase similar
products. The social group influence is relevant in this case because just like the social class,
individuals in the same social class tend to buy and like similar products. In the case a particular
social group likes the Apple watch; it is likely that all members of that social group will buy the
watch.
Q2: Consumer Behavior Model: Consumer factors.
The most relevant consumer factors that are pertinent to the consumer behavior expressed while
buying the new Apple watch include; user preference, choice, and communication, different
buyers have different preferences, and this makes them prefer some products over other. This
means that some customers just by mere looking at the Apple watch will prefer to buy it while
others will prefer not to. Also, there are personal choices that a customer has to make, and they
influence the buying decision of the client (Sokolowski, 2011). The reason is that decisions are
determined by the quality of the watch, the price and value for the money charged for the watch,
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and the customer's needs among many other factors. This means that considering all these
factors; there are customers who will make a choice to buy, and others will find the watch
irrelevant according to their needs and lifestyle. Communication is relevant because there is a
customer who makes a decision based on the information they have about the product. The better
and quality the information that they have, the more likely they are to buy as compared to those
who do not have any information.
Q3: Role of involvement in consumer decision-making.
Due to the high levels of competition and the fact that the product is new in the market, a
high degree of customer commitment shall be applied so as to create the right and desire product
awareness. High involvement will allow the client to have all the information and difference
between the Apple's watch and other brands in the market hence helping in making the buying
decision. For this product, the most consistent buying behavior that matches the high level of
involvement is the complex buying behavior. The reason is that the goods are not cheap; they are
of quality and are infrequently bought.
Q4: Consumer decision-making process
Six steps make up the purchase process. These steps include; problem recognition,
information search, alternatives evaluation, purchase decision, purchase, and post-purchase
evaluation (Masterson, & Pickton, 2014). From the six steps marketing can influence during
information search step, alternatives evaluation step, and also during the purchase decision step.
The reason is that these are the most critical steps and during this time, the consumer seeks for a
product that aligns with the client's needs and wants. This means that any marketing done during
APPLE WATCH A NEW PRODUCT LAUNCH
the time the customer is going through these steps can influence the decision that the client will
make.
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APPLE WATCH A NEW PRODUCT LAUNCH
Reference
Masterson, R., & Pickton, D. (2014). Marketing: An Introduction. London: SAGE Publications
Ltd
Sokolowski, O. (2011). Influences and attitudes within consumer behavior process. S.l.: Grin
Verlag Ohg.
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