Consumer Behaviour and Marketing Analysis of Apple iPhone and Nokia

Management
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Management 1
Executive summary
The aim of the report is present the professional report that combines all the information that
have been accumulated in the Assessment 1 and 2. The report will include issues that are linked
with the marketing and with consumer behaviour which include attitudes, group, influences,
social class, consumer learning processes, and many others. The product on which the report is
prepared is Apple iPhone that is compared with the brand Nokia. The findings include the issues
related to the market that can make the consumer to select the other different products. The
critical evaluation as well as the comparison has been done considering the marketing activities
that include STP and marketing mix (7Ps). It has been found that how the consumer behaviour
get affected due to the market forces. In the end of the report, it includes the least three strategic
recommendations for the future improvement in the operations.

Management 2
Contents
Selected Product or Service Overview............................................................................................3
Critical Analysis..............................................................................................................................3
Consumer behaviour....................................................................................................................3
Process of consumer behaviour...............................................................................................4
Consumer behavioural factors.....................................................................................................4
Segmentation, targeting and positioning.........................................................................................5
Segmentation...............................................................................................................................5
Targeting......................................................................................................................................6
Positioning...................................................................................................................................6
Marketing mix.............................................................................................................................6
Strategic Recommendations............................................................................................................8
References......................................................................................................................................10

Management 3
Selected Product or Service Overview
Considering the previous assessment, the product that has been selected for the analysing the
customer behaviour is Apple iPhone which is popular in the market. Apple Company is
recognised company who sells and markets mobile communication as well as the media devices
with the personal computers and portable digital music players. It provides the related software,
accessories, networking solution and many others. IPhone is one of the best products that is
offered by company which is available in different variants that include iPhone 7 plus, iPhone 8,
iPhone X and many others.
IPhone is device presented by the Apple Inc. performing the function of the mobile phone. This
product came first in the service by the Steve Jobs on January 9, 2007 At the Macworld
exhibition in San Francisco. This new products has innovation solution in the iPhone was to
replace or remove the traditional mobile phones. This product has brought numerous changes in
the behaviour of customers that influence their decision towards the purchase of product. The
product has been selected because it is better than the other products including Nokia in the
market. The reputation of the brand affects customer buying behaviour because every company
is looking to buy the product that has high brand value.
Critical Analysis
Consumer behaviour
Consumer behaviour is the study that reflects how customers can makes the purchase of the
products to meet the needs and wants (Raab, Goddard, and Unger, 2016). The behaviour of the
customers matters a lot for which they follow the process for purchasing product.