Consumer Behavior of Vodafone

Consumer behavior of
Vodafone

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Table of Contents
Introduction.................................................................................................................................................2
Consumer behavior and individual difference factors.................................................................................2
Evaluation of individual difference factors on consumer purchase decision and brand switching factors...5
Strategies use for improvement of marketing strategies of Vodafone..........................................................6
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

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Introduction
The primary objective of this study is to analyze the consumer behavior of Vodafone in
accordance with the individual difference factors. The individual difference factors are needs,
motivation, personality, attitudes, learning, and perception and by following these factors the
consumer behavior will be discussed briefly in this context. The individual differences of
customers on the basis of these factors can make a huge impact on purchasing decision of a
people. Therefore, the paper will also evaluate the impact of these factors on consumer brand
switching and purchasing decision for the Vodafone organization.
Being a leading telecommunication company it is necessary for the firm to understand
their consumer decision-making procedures that can influence their decision-making process.
Vodafone is a telecommunication brand that serves worldwide therefore with the help of proper
marketing analysis the customer behavior, as well as their needs, will be discussed thoroughly in
this context. Moreover, the paper will analyze the consumer behavior briefly and thereby
develop proper strategies that should be helpful for Vodafone to improve their marketing aspects
in both the local and international market. Furthermore, the behavior of marketers in accordance
with these marketing strategies will also be further discussed in this context.
Consumer behavior and individual difference factors
Consumer behavior possesses great impact on this telecommunication firm and their
behavior changes due to the individual difference factors. Many scholars suggested that the
individual difference factors possess a vital role in influencing as well as changing the consumer
decision of purchasing a product or services (Keller, 2016). Therefore, it is important for this
Vodafone telecommunication firm to identify the individual difference factors of customer that
may provide a huge impact on the brand growth in various country markets. After proper
researching the individual difference factors of customers that have identified from the Vodafone
Company are consumer needs, customer self-confidence as well as motivation, attitudes,
perception, involvement, learning, and personality (Vodafone, 2019).
Depending on all these factors a customer behavior, as well as its decision, can change
while purchasing some products from any type of organizations. The individual difference
factors of Vodafone fallen under the internal and external influences of a person and therefore

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proper understanding is necessary for Vodafone company to identify their customer behavior
over their brand. The internal factors or the personal factors influence a person to buy those
particular goods or not. Needs is consider as one of the personal factors that influence a
consumer in terms of purchasing decisions (Izogo, 2017). The consumer often purchases or buy a
product according to their needs and therefore keeping this on mind Vodafone constantly
improving their technological aspects so that they can each and every individual need.
By this innovating aspects, they become able to satisfy their consumer needs and thereby
increase their brand position in different country markets (Kumar et al., 2016). However, the
firm faces some problems in satisfying the needs of their customer base because different market
have different needs for telecommunication products and it became difficult for them to satisfy
every person needs. Although they innovate various strategies by which they easily satisfy their
consumer demands in accordance with various country markets. The other internal factors are
attitudes as well as the perception of an individual. All these factors are considered to the
psychological factors because before making any sorts of the decision to purchase a product from
this telecommunication firm the consumers determine all these aspects.
The attitude and perception of a person over certain products have changes when it gives
them plenty of facilities as well as it satisfies their needs respectively. Keeping that on the mind,
the Vodafone firm has made the services that easily provides plenty of networking facilities and
thereby it can help for influencing the consumer behavior (Balaji, Khong & Chong, 2016). In
addition, they innovate various technological aspects which help them to easily change the
negative type of attitude and perception of customers in accordance with their products.
Personality, involvement, and learning are also considered as the individual difference factors of
an individual that also possesses a huge impact on the consumer decision-making process.
Many scholars suggested that most of the people purchase those products that suit their
personality and it generates if they learn properly about the product and use it for time being.
More the person will be involved with the products more will be purchasing power of that
respective product (Schmeichel & Vohs, 2018). Therefore, in order to increase the involvement
and learning aspects, the firm arranges various sorts of the marketing campaign in most of the
regions where they operate so that they easily make positive aspects of their products over
consumer base. Hence, the personality of people changes over these products range of Vodafone