Question

Using your evaluation of the internal and external factors that affect consumer buying behavior and your knowledge of the consumer decision-making process, summarize how the brand’s target consumers make the decision to buy the product. (C. 5.2). Answer the question in regards to Apples' iPhone as the example product and their marketing

Answer 1

answer-

Consumer buying or decision making process is very important concept for marketers and companies like Apple to know how consumer purchase their products like Iphone and what factors affect their decision and what stages they go through to make such decision. Consumer decision making process involves the consumers to identify their needs, gather information, evaluate alternatives and then make their buying decision .

Apple's iphone is not any product which can go and just buy from the stores. It is expensive and consumers do take time to make such decisions.

To make decision, the Apple's target consumers first identify their needs means Consumers may feel like they are missing out something and needs to address this issue so as to fill in the gap .for example- Consumer of Apple brand may feel like they need phone which show their social status or they feel like old phone is not working and they need to replace with more premium one.

second they do information search means they are sure that they need Apple Iphone but they do search which version, color, storage variant, price range etc they do this by online search, watching reviews as well talk with family and friends to get more information who are using them.

third they go to Evaluation of alternatives.This step involves evaluating different alternatives that are available in the market along with the product lifecycle. they see other brand's phone and compare like Samsung with Apple then focus on what they need at priority.

in last they make Purchase decision. In this they buy the best model which covers their all criteria and need like Apple iphone X red color variant with 128 gb shows their social status need in their family, work and friends.

This way, the brand’s target consumers make the decision to buy the product.

*Hope this would help you. please please give this answer A LIKE. i would greatly appreciate it. thankx