Consumer Behaviour and Marketing Psychology

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer behaviour and marketing psychology
Name of student
Name of University
Author note

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Executive Summary
The report was presented to analyse the different marketing related aspects and how it
helped in influencing the consumers’ buying behaviours. The survey results were analysed
and interpreted, which mostly showed the positive responses of the respondents who believed
that the positive image and enhanced features present in Apple iPhone 8 contributed to the
influence on consumers attitudes and behaviours, which also facilitated the process of
decision making process. Few strategic recommendations were made, which demonstrated
abut the essentiality of managing partnership with contract manufacturers and enabling
partnership with Government and regulatory agencies for presenting a positive brand image,
which also influenced the buying behaviours of customers largely.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Executive Summary...................................................................................................................2
Selected Product or Service Overview.......................................................................................4
Critical Analysis.........................................................................................................................4
Apple’s current marketing strategy........................................................................................4
Marketing communication mix..............................................................................................5
Strategic Recommendations.......................................................................................................6
Reference List............................................................................................................................7

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Selected Product or Service Overview
From the assignment already done, it is understood that the two products, i.e., Apple
iPhone 8 and iPhone 6. The major product selected here is the Apple iPhone 8, which has a
price of $599 for the 64GB variant and $699 for the iPhone 8 Plus. Though it does not have
slick edge to edge design features like the latest offerings of Apple, still it has been
considered by many as a value for money device with great quality pictures and 4K videos
along with A11 Bionic processor. The iPhone 8 is resistant to water and supports LTE
Advanced speed of over 450Gb/s, though lack the dual SIM functionality feature. The smart
phone was introduced in the year 2017 and it had been a trendsetter as it boosted of a glass
body and matching aluminium frame with the Touch ID Home button and thick bezels at the
top and bottom portion of the display. The product has been made available in three colours
including the Silver, Gold, Space Gray and with the most durable glass present in the
reinforced steel and aluminium structure, the product has been water and dust resistant as
well. The iPhone 8 boosts of a 4.7 inch display while the iPhone 8 Plus includes a much
bigger display, i.e., 5.5 inch display that has been designed to adapt the colour temperature
and intensity for adjusting to the ambient light and provide a paper like viewing experience
for the individuals who by the product too. The 3-core GPU further has enhanced the
functioning of the smartphone and made machine learning tasks much easier and faster to
perform.
Critical Analysis
From the analysis of the survey monkey results, it has been found that the
questionnaire is entirely prepared on the basis of comparing the Apple iPhone 8 with the
iPhone 6 and how the various factors have influenced the buying behaviours and decision
making processes. The critical analysis also demonstrates about the various issues related to