B Midterm

Consumers perspective From a consumers perspective, we atomic number 18 al meanss aspect for personal manners to place ourselves favorably to the public -? whether we do it consciously or unconsciously. Some consumers requisite to be perceived as the Geeky Gadget, always on the rise to stimulate the top notch smartness ( neediness for uniqueness, P. 161). This is in like manner a good guinea pig of how this consumer engages in impression management, P. 122, to positively maintain his or her public Image. The way a person seeks to pursue their ideal self may maneuver an important role n driving this change.For example, a person who dollies Steve Jobs advance(a) and creative character may want to become innovative by associating him/herself with apple products (ideal self, P. 122). A different example in how an individuals perception close owning the latest or newest anticipate is through their extended self. For example, an interesting have conducted by Google indicated how people argon using mobile to change wholly aspects of their life (Michael Oliver, 2013). Furthermore, some smartened users cherish their phones so much that it comes their identity (extended self, P. 28). Companys Perspective In contrast, from a companys perspective, an organizations culture drive out shape their approach establish on their core values and beliefs. For instance, a company that emphasizes the values of innovation, learning, and creativity tummy influence their employees behaviors to become innovative and creative in devising new products (values, P. 174). 2. Temporary Situation on Consumer Behavior Peoples decisions to live frugally depend on a variety of factors including their motivation, lifestyle, and timing.Motivation Conflict One background people may be piercing back on expenditure is due to motivational conflict. For example, I purchased a Samsung Galaxy SO because guess it cheery all my needs. On the other hand, however, I had to suffer the c onsequences of remunerative an expensive fee (approach-avoidance conflict, P. 99). Since I have invested in mostthing expensive that I believe will final me a longsighted time, I am not willing to spend property or time looking for another smartened.Hierarchy of Needs People give the gate also be cutting back depending on where they currently stand on the levels of their needs. Consumers who have satisfied their baseer-level needs and want to fulfill their upper needs may be willing to consume more to get there. On the other hand, if consumers smelling that their lower level needs havent been met, they will remain in that level until they no longer feel dissatisfied. For example, a student who is struggling to net rent may not be likely to spend money for a smartened to feel connected with her peers.Once she has earned enough money from her temporary job to pay off all her rent and has fulfilled her need of safety, she may move on to satisfy her need for belongingness. Li festyle some other reason why consumers argon not willing to spend is because of their lifestyle. A persons social class should be understood as it plays a enormous role in influencing what type and quantity consumers buy (Boundless(prenominal), n. D. ). Consumers in the upper class have a higher level of dispos suitable income, and therefore, are willing to spend more on luxury good items than those with less disposable income. 3.Multi-attribute Model Smartened Decisions Attribute (I) Importance (l) Beliefs (B) phone 6 as unsung Galaxy AS BlackBerry pass Fast mainframe 5 4 Large Built-in memory board High television camera Quality 3 Eng Battery Life Easy Navigation military strength Score 65 72 69 53 The five attributes that are most important for me in terms of deciding what smartened to purchase encompasses the central processing unit speed, large built-in transshipment center, high quality camera, long battery life, and finally, the stand-in of navigation. L When assess ing a phones attributes, did some research and read over some product reviews and recommendations based on consumption communities, p. . I also took into love my positive and negative experiences In using a smartened. For example, the fast receptors and long battery life attributes display the highest weight of importance because value the operation of a phone in terms of its speed and ability to last a long time. Having to charge a phone two to ternary times a day was painfully inconvenient, and therefore developed a negative attitude towards the performance of that phone (utilitarian function, P. 187). Regarding the table above, Samsung Galaxy SO ranked the highest with an overall attitude score of 72.As I did more indispensable and external research on each smartened (cognition), I valued a lot of the attributes Samsung Galaxy ad offered (affect) causing me to purchase the product (high closeness hierarchy, P. 189). In addition, my attitude object towards Samsung products ha s developed over time, establishing a fortified brand loyalty (internalizing, level of commitment, p. 293). Also hold a inviolable favoritism towards the Samsung brand, which enforces me to buy their products regardless of what price it is (brand equity, P. 163). 4.Improving the depict of the BlackBerry strait to University-aged Students The lowest ranked phone under the multi-attribute model is the BlackBerry Passport with an overall attitude score of 53. But how give the axe marketers improve the image of this phone to attract university-aged students? Capitalizing on Relevant Advantage Blackberrys Passport smartened ranked relatively high with a score of 4 on both fast processor and large built-in storage. Since the attribute built-in Storage perceives low importance, marketers can emphasize the convenience of having enough storage as if you were to bring a mini-laptop.Laptops have huge storage, and if consumers perceive that the BlackBerry phone holds a sufficiently large s torage component, it can reinforce the straw man of the hone. Strengthen Perceived Product-attribute Link Although BlackBerrys ease of navigation ranked low importance, marketers can alter a consumers attitude towards this attribute so that they are appropriately educated on how to navigate the device. For example, doing tutorial videos allow for check understanding on how to use the smartened.Add a New Attribute Since legion(predicate) university students value the element of convenience, Blackberry can add a feature film where instead of paying for a purchase through a creed or debit card, users can pay through their phone. Furthermore, BlackBerry can also capitalize on is their physical keyboard. This can be a huge factor in leveraging consumer preferences on being able to physically touch buttons. Influence Competitors Ratings It is really crucial for marketers to consider maintaining an on-going bond or relationship with their consumers as this is one of the factors of h old oning them incite to stay loyal.This is mostly the hardest thing to do as it is very manifold to persuade loyal consumers of a competitor to switch to BlackBerry. Keeping this in mind, BlackBerry can establish a reputation for being the most organized smartened. For example, they can advertise how they sponsor many student clubs and companies to keep teams organized and connected. 5. Changing Consumer Behavior through Instrumental Conditioning Apple can change consumer behavior towards illegal music downloads through subservient conditioning in many ways using positive backup and negative reinforcement.Variable-interval Reinforcement Variable-interval reinforcement is a great way to de-escalate illegal downloading of music. For every music download a consumer purchases, Apple can reward them with a PIP exclusive pass to a design of their top unload music artist. For example, if a consumer consistently downloaded One Republics music, tunes can notify them that One Republic i s having an upcoming concert in their nearby location and reward them with the exclusive PIP tickets along with a friend. This is also a good example of frequency marketing, P. 2. A Combination of supportive and Negative Reinforcement Another possible alternative Apple can do is use negative reinforcement as a way to reduce the behavior of downloading illegal music. Apple can create a built-in program within tunes that allows them to analyses which source the USIA came from and guilt the consumer by advertizement it on their tunes library (guilt, P. 114). In addition, they can also limit the storage of songs a consumer can input in their library based on the number Of different sources the music came from.