Consumer Behavior and Smart TV: Factors Affecting Customer Decision Making

CONSUMER BEHAVIOR
Running Head: CONSUMER BEHAVIOR 0

CONSUMER BEHAVIOR 1
Table of Contents
Introduction................................................................................................................................2
Purchase situation and target market profile..............................................................................2
Product service and customers decision making....................................................................2
Target market profile..............................................................................................................4
Demographic.......................................................................................................................4
Behavioral...........................................................................................................................4
Psychographic segmentation...............................................................................................5
Personal factors..........................................................................................................................5
Lifecycle stage and age..........................................................................................................6
Occupation..............................................................................................................................6
Economic circumstances........................................................................................................7
Lifestyle..................................................................................................................................7
Personality..............................................................................................................................7
Conclusion..................................................................................................................................7
Recommendation........................................................................................................................8
Strategy...................................................................................................................................8
References................................................................................................................................10

CONSUMER BEHAVIOR 2
Introduction
Consumer decision making procedure includes the identity of customers' their
requirements, gather information, and evaluate alternatives and then make their decision of
buying. The behavior of a customer is resolute by psychological and economic factor. These
are prejudiced by environmental factors like cultural and social beliefs. SMART television is
made by many manufacturers like LG, Samsung, Vizio, Sony, Panasonic, and so on (Blyth,
2015). Smart TV includes a platform that allows accessing, view online, and manage
network base of media content deprived of the requirement to connect to an additional box
like Roku or Firestick. Smart TVs access online contented by involving to the Wi-Fi network
or Ethernet network and broadband that are used to connect the computer to internet. Stable
connection is provided by Ethernet. If television is in a different room and holds a long
detachment from the router than Wi-Fi could be more convenient.
The main advantage of smart TV is admittance to a large number of stations that offer
movies, TV serials, and music without a subscription to a satellite service/cable or TV
antenna. It also provides gaming, Web browsing, and access to harmonious media content
stored in a computer. Compelling is the hype surrounding smart TV. There are many
limitations and considerations to consider. Platforms of Smart TV offer access to many free
channels and amenities that require a pay per view fee or monthly subscription. If this process
of adding is started than end cost is more than a satellite bill or monthly cable. It regulates the
amenities and features that have access to. The Smart TVs admittance a lot of similar core
services like Vudu, Netflix, Hulu, Pandora, and so on. Many numbers of extra and niche
channels may not be reachable on some platform of Smart TV (Bunett, 2018). The
following discussion will cover the purchase situation and target market profile and factors
that affect the customer decision-making process.
Purchase situation and target market profile
Component of the external influences on customer buying behavior represents
circumstances like emotional state, environment, the pressure of time and experience that
faced by a person with a decision of purchase. Profile of a target market is a brief description
of sell prospect (Cole, 2011).
Product service and customers decision making
There is no interface or standard operating method for Smart TVs. Each maker of
Smart TV practices different graphical presentation and software. Organizations use many

CONSUMER BEHAVIOR 3
operating methods and interfaces dependent on model. The most number of Smart TV
support many popular streaming services like Amazon Prime Video, Hulu, Netflix, Pandora,
and so on. Many of them offer a handful of applications that hardly change and other model
deliver many screens of offerings, ranging from MLB to Facebook to Stitcher. In today’s
Smart TV has become more prominent and number of streaming application has also
increased by application like Pluto TV offers streaming shows and live news and movies for
free. Some manufacturer offers a lower price model and offers only most popular application,
while higher-priced arrays offer a whole array of amenities. The arrangement of application
also varies as many smart TVs use a particular scrolling row of signs to display options and
some others usage full-screen list of options with rows of routes to choose (Tukker, 2015).
Companies like Samsung and LG rely on a proprietary system of operating and there
is a sign that the manufacturer set on a major platform. Android TV regularly to make
improvements and Amazon's Fire TV version set have come back but the strong leader is
Roku TV. Roku TV model like TCL and Sharp are easy to use, access, and interface
thousands of streaming amenities. Sony and Hisense have given endorsement to Android TV.
This platform has application scores and Google support to add more application. Amazon
has partnered with Alexa-fied Insignia TVs to sell fire edition TVs. Many manufacturers have
also added support for prevalent voice assistants similar to Google Home and Amazon Alexa.
This helps smart TVs to know a wider range of voice commands that offer deeper search
content and control attuned devices ranging from webcams and thermostats to locks and
lights. All smart TV structures are not same. Vizio’s smart case series has minimal built-in
sustenance for application and smart functions in place of relying on built on Google chrome
cast to stream contented from a tablet or phone. These still delivers many options to
streaming and connect media (Beuren, Marcelo, Ferreira, & Miguel, 2013).
Customer goes with many stages of decision making to buy a product. These are
important to buy a product. This force marketer to deliberate the whole process of buying in
place of a just purchase decision. Consumer passed with recognition stage to identify needs
and responds to a stimulus marketing. A customer decides the required information and
identify need is strong and service or products meets the requirement close to hand than a
decision of purchase is made, and if not then the information procedure of search begins.
Consumers obtain information from many sources like personal sources (neighbors, friends,
family, etc.), marketable sources (advertising, retailers, salespeople, packaging, dealers, topic
of sale displays, etc.), public sources (specialist magazines, newspapers, television, radio,