Consumer Behavior Purchase of an IPhone 5s in India

Added on - 21 Apr 2020

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Consumer Behavior-Purchase of an iPhone 5s inIndia
ContentsIntroduction......................................................................................................................................2Influence of Demographics on the purchase decision.....................................................................2Influence of household structure on the purchase decision.............................................................3Influence of Social Classes on the purchase of iPhone in India......................................................4Influence of Culture on the purchase of iPhone in India.................................................................4Buyer Decision-Making Process: Organizational Markets.............................................................5Societal issues..................................................................................................................................6References........................................................................................................................................8
IntroductionThe purchase decision of a consumer is significantly influenced by a series of choices that aconsumer makes which are related to the values, attitudes and their opinion regarding purchasebefore establishing a willingness to purchase (Rao, 2004).India is one of the countries where the manufacturers of various products find ample ofopportunities. As it is one of the fastest growing economies, the importance of smartphones hasincreased in the personal life of every individual thereby causing the smartphone industry togrow at a fast pace. Similar is the case with Apple’s iPhone. Though it is expensive than othersmartphones, still its quality and reputation provides a reason to the customers to purchase it.Following points have been highlighted as the factors which influence the purchase decision of aconsumer while buying Apple’s iPhone 5s in India.Influence of Demographics on the purchase decisionDemographics can be defined as the quantifiable features of particular inhabitants (Murdock, et.al., 2015). It includes the study of size, structure and spreading of such population and deviationsthat arise among them due to aging, birth, migration and death (Kumar, 2009).As far as age is concerned, Apple has targeted the market successfully for every age group.iPhone 5s provides personalized apps in order to suit the needs and wants of every individual andhas become the desire of every individual. Among them, it is most popular between the younggeneration of 20- 35 years as this age group possess high disposable income with absolutelynone or less responsibilities. Moreover, the buyer decides to purchase an iPhone 5s as it willserve the dual purpose of smartphone and mobile PC. As young people are considered to be goaloriented, they want each and every latest news on the go (Murdock, Kelley, Jordan, Pecotte &Luedke, 2015). The data even shows that the majority of the iPhone users are males and femalesstill stand at a minority. This data is the result of two factors – preference and budget.Apple can adopt a marketing campaign targeting the age groups beyond 35 years and mustprovide some new features and options in camera, some educational apps for both younger andolder age groups such that it become the desire of every age group.
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