Consumer behaviors Assignment Sample
Introduction
Consumer behaviour plays a vital role while designing or promoting a particular product or service. Organisations in this era of globalisation certainly aim in meeting the basic requirements and preferences of consumers in order to increase their brand value and achieve a strong customer base. Hence, consumer behaviour can be defined as the study that helps companies to understand customer expectations and capture insights on what consumers like or dislikes following market trends (Mothersbaugh et al. 2020).http://Consumer behaviors Assignment Sample
The reason for writing on this topic is to define the concepts which different organisations utilise to gain the attention of their target consumers on their products and increase their competitive advantage in the market. Thus, to understand the topic more vividly, an analysis on market trends and customer requirements in relation to a particular advertisement will be made.
The following section of findings analysis will cover points related to implication of consumer behaviour trends, evaluation of marketing activities that will address customer desires and needs and finally effective approach to undertake while designing a market communication will be analysed. In order to make the report more informative, practical instances related to the recent advertisement published by Apple Inc., a multinational corporation, will be undertaken.
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Findings and analysis
The implication of consumer behaviour
The technology and telecom industry over the few years have faced a rapid change in their trends and features. Every alternative day some or their other feature and application are introduced in the market which certainly gains the attention of the customers. Thus, with the extensive change and options available in the market within the industry, consumers’ behaviour and preference are also changing rapidly over a particular product (Tien, 2019). http://Consumer behaviors Assignment Sample
However, Apple’s products and services hold a strong position in this industry and hold a static place among the preferences of the consumers. The company has been surprising and gaining the attention of their targeted customer in every possible way starting from unique design, features and quality. Recently, Apple’s new series of iPhone 13 has gained popularity in the international market with some emerging trends like cinematic mode in camera, Super Retina XDR OLED, HDR10, and others.
Apart from this, the recent update of iOS 14.5 published by Apple offers customers a high privacy feature by enabling app tracking transparency (ATT) (Nelson, 2021).http://Consumer behaviors Assignment Sample This feature was greatly appreciated by the consumers as their basic requirement of having extended data privacy is securely conducted.
Thus, the advertisement that has been aired by Apple in regards to their new features has been an effective marketing strategy that met the consumer requirements on data privacy and app permission securities (Więcek-Janka et al. 2017). http://Consumer behaviors Assignment SampleAlongside, the advertisement also reflects other features, which sustain customer needs like improved connectivity with 5G networks, the extended screen on time with more battery power, increased display by 20%, sleek display and others.
Apple with their new design and specification has been influencing consumer behaviour to a large extent. It is found that consumers are more reliable on the security patch of iPhone compared to other telecom organisations like Samsung, Xiaomi, OnePlus, Vivo and others (Van De Vliert, 2021).http://Consumer behaviors Assignment Sample
The consumer behaviours in the smartphone industry are rapidly changing as more and more smartphone companies are introducing new features in their devices (Amron, 2018). http://Consumer behaviors Assignment SampleFor instance, the demand for better processors, cameras, battery life and data security are some of the major concerns among consumers and these demands of the consumers are being effectively met by the company (Daily commercials, 2021).http://Consumer behaviors Assignment Sample The company has also been evolving their products to meet these evolving and rapidly changing consumer demands.
Therefore, as the company is effectively meeting these demands the consumer behaviour in the market is being successfully influenced by Apple with their marketing strategies.
Evaluation of marketing activities
In terms of marketing activities, the organisation has taken time to identify the current market trends that most of the consumers present in the global market are looking forward to having in their smartphones. In this regard, one of the most sought-after aspects that consumers are looking towards having in the smartphone is data privacy (Nelson, 2021).http://Consumer behaviors Assignment Sample
The market communication strategy that is adopted by Apple clearly reflects how consumers can protect the data by not allowing other applications to utilise or fetch the data they have on their smartphones (Marketing 91. 2021). http://Consumer behaviors Assignment SampleIn the advancing age of technology and telecom, several telecom carriers are providing 5G services and this has also been incorporated in the device as well as clearly communicates the benefit of using 5G to the viewers.
The marketing activities of Apple are quite straightforward and directly applied to the consumer regarding the features and benefits of using their smartphone, which turns out to be quite effective in terms of reflecting the value that provides to their consumers.
Apart from that, another need that has been identified in the smartphone industry in terms of consumers is the increased requirement of convenience. In the present fast-moving world, humans are opting for smartphones that either have a better battery life or fast charging capabilities so that consumers can use their phones more than they spend time on charging their devices.
Even though the latest iPhones have only 4,352mAh, the competitors in the Android segment have introduced smartphones that have up to 6000mAh batteries; the company resolved this issue by providing wireless charging capabilities (Small business, 2021).http://Consumer behaviors Assignment Sample
Consumer behaviors Assignment Sample To boost this feature the company has also attached magnets to their smartphones so that wireless charging battery packs can be attached to the phone while the users are carrying them in pockets. This adaptive nature and convenience of use has been effectively reflected in the advertisements of Apple’s new smartphone, which again adds to the value of consumers while also addressing the current trends in the market.
Apart from that, in terms of the needs and desires of consumers, it has been seen that smartphone manufacturers are constantly developing and evolving the camera and supportive firmware. In this regard, Apple has always had a positive reputation in terms of its camera quality and capabilities, which has been further improved in the new iPhone 13 (Forbes, 2021).http://Consumer behaviors Assignment Sample
This message and some of the features that the new camera is capable of has been clearly demonstrated in the advertisement which again appeals to the majority of the consumers who desire to have sharp and accurate picture quality. These aspects that have been depicted in the advertisements have the ability to communicate the overall value of the smartphone to their customers. Conducting and developing such marketing communication strategies allows the company to generate an impulse within their target consumers.
The advertisement also creates a hype by depicting the consumer as an ‘Everyday Hero’ before the launch that increases the chances of the company to generate better sales figures when the smartphones are launched (Daily commercials, 2021). http://Consumer behaviors Assignment SampleTherefore, the marketing activities of Apple can be identified to be working in the right direction.
Effectiveness of the approach
The trends and approaches are evolving as per the requirements and demands of the consumers. In this relation, Apple Inc has always been the top organisation to develop their products as per the changing consumer demands.
As demonstrated by Duboviks and Kite (2020), consumers nowadays have become very conscious of their choices in purchasing. The level of convenience they want has become the major matter of concern for the business organisations. Apple Inc has always committed towards their marketing approach and the portrayal of their products.
The level of safeguard they provide to the consumer with their innovation is taking over the minds of the population. Moreover, due to the innovation across the organisation, the company has made a record of $83.4 billion in their sales (Apple Inc, 2021). http://Consumer behaviors Assignment SampleIn this context, the CEO of the company Tim Cook has asserted “
This year we launched our most powerful products ever, from M1-powered Macs to an iPhone 13 lineup that is setting a new standard for performance and empowering our customers to create and connect in new ways” (Apple Inc, 2021).http://Consumer behaviors Assignment Sample
Furthermore, the approach of communicating with the consumer with the help of an informative advertisement has provided significant advantages in the sales. In the advertisement, the Apple Inc has showcased different perspectives, which are being loved by the population.
There are several ads through which the efficiency of the product’s knowledge is attained. Furthermore, Apple Inc has utilized several informative social media platforms to improve their communication along with increasing the sales drive. As suggested by Firestone et al. (2017), through the help of social media, the organisation is able to portray the latest products through their open official account and with the help of influences as well. Promotion is one of the most effective marketing activities that allow to get a global recognition.
From the ads of Apple Inc., the innovative visuals and extreme better quality of products are the major focused areas of the consumers, as they love what they see.
Furthermore, with the help of artificial intelligence and innovation Apple Inc. is regularly developing their latest products. Every latest launch is far better than their previous one, which increases the drive of consumers (Krizanova et al. 2019).http://Consumer behaviors Assignment Sample Moreover, the population wants a certain one, which has every possible capability including maintenance of privacy, great visuals, the better quality of the camera, improved system and many more.
The brand as Apple has built its recognition across the globe through its establishment and abilities. In one of the recent ads, Apple Inc. has showcased their product capability of cinematography, which has lured the consumer.
In this context, there are some movies which are actually shot on an iPhone such as, “Tangerine”, “Framed”, an award-winning movie “I Play with the Phrase Each Other” and many more (Geek, 2020).http://Consumer behaviors Assignment Sample
Furthermore, the idea can be achieved that Apple Inc. fulfils all of their commitments, which they showcase in their marketing, which has helped the organisation to get the advantages of these approaches. Thus, it can be stated that the designed market communication approaches significantly to allow the organisation to succeed to meet consumer demands and preferences.
Conclusion
In consideration to the above analysis, it can be concluded that consumer behaviour plays an extensive role in assessing how a company should develop and build their products or services that will help in meeting customer requirements. It is also analysed that several companies opt for market analysis before they start planning or designing a new product.
This makes them understand the ongoing market trends and enhance their capabilities while forming market strategies. Similarly, Apple has undergone research for a long run to ascertain what are the basic requirements that customers hope to gain from the company.
In a recent advertisement of Apple’s new security patch, it is found that the company has marked that no customer data privacy is obligated and secures data more conveniently. Even in the advertisement, the company also showcased their new product iPhone 13 and its features. Thus, it can be stated that the advertisement is designed effectively to draw customers’ attention by meeting their ongoing preferences.
Reference
Amron, A., 2018. The Influence of Brand Image, Design, Feature, and Price on Purchasing Decision of Apple iOS Smartphone in Surakarta, Indonesia. The International Journal of Social Sciences and Humanities Invention, 5(12), pp.5187-5191.
Apple Inc, 2021. Apple Reports Fourth Quarter Results. [Online]. Available at: <https://www.apple.com/in/newsroom/2021/10/apple-reports-fourth-quarter-results/#:~:text=CUPERTINO%2C%20CALIFORNIA%20October%2029%2C%202021,per%20diluted%20share%20of%20%241.24.> [Accessed on 3 November 2021]
Daily commercials, 2021. Apple: iPhone 13 PRO advert. [Online]. Available at: <https://dailycommercials.com/apple-iphone-13-pro-advert/> [Accessed on: 3 November 2021].
Duboviks, J. and Kite, M., 2020. THE EFFECTIVENESS OF SOCIAL MARKETING IN HIV PREVENTION: A LITERATURE REVIEW. ECONOMIC SCIENCE FOR RURAL DEVELOPMENT 2020, p.43.
Firestone, R., Rowe, C.J., Modi, S.N. and Sievers, D., 2017. The effectiveness of social marketing in global health: a systematic review. Health policy and planning, 32(1), pp.110-124.
Forbes, 2021. Why Apple Is Still A Great Marketer And What You Can Learn. [Online]. Available at: <https://www.forbes.com/sites/christinemoorman/2018/01/12/why-apple-is-still-a-great-marketer-and-what-you-can-learn/?sh=43a4a73315bd/> [Accessed on: 3 November 2021].
Geek, T. 2020. 12 Movies Which You Never Knew Were Shot Completely On iPhone. [Online]. Available at: <https://www.cashify.in/12-movies-which-you-never-knew-were-shot-completely-on-iphone> [Accessed on 3 November 2021]
Krizanova, A., Lăzăroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M. and Moravcikova, D., 2019. The effectiveness of marketing communication and importance of its evaluation in an online environment. Sustainability, 11(24), p.7016.
Marketing 91. 2021. Marketing Strategy of Apple Inc – Apple Marketing Strategy. [Online]. Available at: <https://www.marketing91.com/marketing-strategy-apple/> [Accessed on: 3 November 2021].
Mothersbaugh, D.L., Hawkins, D.I., Kleiser, S.B., Mothersbaugh, L.L. and Watson, C.F., 2020. Consumer behavior: Building marketing strategy. McGraw-Hill Education.
Nelson, S., 2021. Apple spells it out with new ad for app tracking privacy feature. [Online]. Available at: https://www.campaignasia.com/video/apple-spells-it-out-with-new-ad-for-app-tracking-privacy-feature/469790 [Accessed on 3 November 2021]
Small business, 2021. Android Vs. IOS Battery Life. [Online]. Available at: <https://smallbusiness.chron.com/android-vs-ios-battery-life-63204.html#:~:text=Understanding%20Battery%20Specs&text=In%20fact%2C%20most%20Android%20smartphones,are%20more%20variables%20to%20consider> [Accessed on: 3 November 2021].
Tien, N.H., 2019. International distribution policy comparative analysis between samsung and apple. International journal of research in marketing management and sales, 2020(1), p.2.
Van De Vliert, D., 2021. Apple iPhone: A Market Case Study. MacEwan University Student eJournal, 5(1).
Więcek-Janka, E., Papierz, M., Kornecka, M. and Nitka, M., 2017. Apple products: A discussion of the product life cycle. In 4th International conference on management science and management innovation (Vol. 31, pp. 159-164).
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