Consumer Behavior Analysis of Vodafone: Understanding Factors Influencing Decision-Making

Running head: CONSUMER BEHAVIOUR ANALYSIS OF VODAFONE
Consumer Behavior Analysis of Vodafone
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Chosen Brand: Vodafone
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1CONSUMER BEHAVIOUR ANALYSIS OF VODAFONE
Table of Contents
1. Introduction..................................................................................................................................2
2. Individual Difference Influence Factors and their Influence on Vodafone Consumer Decision-
Making.............................................................................................................................................2
3. Recommendations to Improve/Enhance Vodafone’s Marketing Strategies................................7
4. Conclusion.................................................................................................................................10
References......................................................................................................................................11

2CONSUMER BEHAVIOUR ANALYSIS OF VODAFONE
1. Introduction
Consumer behavior towards purchasing services in telecom industry is impacted by their
preferences that play a vital role in maintaining organizational efficiency attained by them
through implementing suitable marketing strategies (Chen, Teng, Yu & Yu, 2016). Moreover,
the factors impacting consumer behavior are relied on identification of their needs along with
their preference changes which persuades them to acquire products or services. Considering
same, the objective of the report is to analyze the individual difference influence factors on
consumer’s decision making for the Vodafone Company (Dasgupta, Southerton, Ulph & Ulph,
2016). Based on the analysis suitable recommendations will be provided to improve marketing
strategies of the company in attaining better consumer retention.
2. Individual Difference Influence Factors and their Influence on Vodafone Consumer
Decision-Making
Through analyzing the case study of Vodafone it is evident that there are certain
individual difference factors those impact the decision making and brand switching behavior of
Vodafone Consumers. From the survey conducted by “Australian Communication Media
Authority’s (ACMA)” it has been revealed that more than 17% of Vodafone consumers switched
their telecom brand to different service providers within the nation as the perception of the
consumers was favorable towards other telecommunication brands (de Groot, Schubert &
Thøgersen, 2016). Moreover, the survey also indicated that 25% of the respondents agreed on a
viewpoint that they took the decision of switching to other service providers as they hold an
attitude that the advertisement of other telecommunication brand’s services seems to fulfill the
needs of these consumers. Such factors are considered to be the needs, attitudes, personality,

3CONSUMER BEHAVIOUR ANALYSIS OF VODAFONE
learning and perception regarding Vodafone’s telecom services which also affects their
consumers purchase decisions (Deval, Cronley, Mantel & Kardes, 2016).
In analyzing the consumer purchase decision making in Vodafone, it is evident that
“Consumer Needs and Motivation” plays an important role in their purchase and brand
switching decision to other telecom service providers. There are several motivates of the telecom
company’s consumers such as conscious, unconscious, positive, negative, physiological and
psychogenic that impacts consumer purchase decision making and brand switching in Vodafone.
“Maslow’s Hierarchy of Needs” explains the factors those facilitate in segmenting the actual
needs of consumers in Vodafone (Dootson, Johnston, Beatson & Lings, 2016). This theory
identified consumers’ needs based on five priority system including needs related with survival,
love, safety, esteem and self-actualization that can facilitate Vodafone in developing services as
its consumers changing needs. For instance, it is revealed that Vodafone consumers are observed
to indicate cognitive prices based attitude that represents the knowledge, beliefs and perceptions
of the consumers with respect to Vodafone’s telecom services (East, Singh, Wright & Vanhuele,
2016). It has been identified that these consumers’ needs are focused on attaining high
technology which can be compatible with newly launched mobile sets along with attaining high
speed and transmission. Vodafone is facing the issue of increased brand switching among its
consumers as they are not offering differentiated services to its consumers and is also facing
saturation for they are not focused on mentioning effective consumer relationship marketing
(Faqih & Jaradat, 2015).
The case analysis of Vodafone also revealed that “Consumer Personality and Self
Concept” also has a vital role in persuading the purchase decision along with brand switching
decisions of the consumers. Personalities of consumers are observed to impact inner differences