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Consumer Behavior Purchase of an IPhone 5s in India

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Added on  2020-04-21

Consumer Behavior Purchase of an IPhone 5s in India

   Added on 2020-04-21

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Consumer Behavior-Purchase of an iPhone 5s inIndia
Consumer Behavior Purchase of an IPhone 5s in India_1
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
Consumer Behavior Purchase of an IPhone 5s in India_2
IntroductionThe purchase decision of a consumer is significantly influenced by a series of choices that a consumer makes which are related to the values, attitudes and their opinion regarding purchase before establishing a willingness to purchase (Rao, 2004). India is one of the countries where the manufacturers of various products find ample of opportunities. As it is one of the fastest growing economies, the importance of smartphones has increased in the personal life of every individual thereby causing the smartphone industry to grow at a fast pace. Similar is the case with Apple’s iPhone. Though it is expensive than other smartphones, 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 a consumer 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 young generation of 20- 35 years as this age group possess high disposable income with absolutely none or less responsibilities. Moreover, the buyer decides to purchase an iPhone 5s as it will serve the dual purpose of smartphone and mobile PC. As young people are considered to be goal oriented, 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 females still 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 must provide some new features and options in camera, some educational apps for both younger and older age groups such that it become the desire of every age group.
Consumer Behavior Purchase of an IPhone 5s in India_3

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