Iphone XS Purchase: A consumer buying behavior analysis report

This report explores the consumer decision-making process involved in purchasing the iPhone XS, examining the factors that influence this decision, including the phone's features, marketing, and psychological aspects. It discusses how elements such as perceived status, brand personality, and the hierarchy of needs play a role in the consumer's choice. The report also provides recommendations based on rational consumer behavior, such as need recognition, information search, and evaluation of alternatives, to guide future iPhone purchases. It emphasizes the iPhone's significance as a status symbol and highlights Apple's marketing strategies in shaping consumer perceptions. Desklib provides a platform to access this and many other solved assignments for students.

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Marketing Management
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Executive summary
This report seeks the deciscion that a consumer makes when buying the latest I phone XS. It
alos shows what are the influences or factors that influence a person to buy an iphone. The report
also makes recommendations on steps too follow when buying an I phone Xs.
Introduction
The product that I have purchased recently is the I phone XS. The phone was recently launched
and it it their latest model. The purchase price of this phone was $1,200.
Brief description of iphone XS
The phone is so far the best I phone that Apple has produced yet. It has an improved speed plus
a few other performance bumps. The phone comes in two models; One has a storage capacity of
64 GB and it costs $ 1000 while the one I purchased has a storage capacity of 256 GB hence the
higher cost (Robertson,2016). The phone has a RAM of 4 GB, the processor is Hexa core, 64
bit, 7nm and uses a system .
What influenced me to buy
We are influenced by the flair of the new iphone in the market. Hence, what influenced me to
buy is that the new iphone XS is thinner, faster and superior features overall. No one in particular
made me take the decision to buy because it is still new in the market but the advertisements
were enticing.
The New York Times argues that all this can be a purely psychological thing - we are beginning
to reflect on whether we should replace our smartphones, which in turn forces us to criticize

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every extra millisecond that is required by the old smartphone, to download a picture from our
last breakfast. And the oddity is that this phenomenon only happens with Apple phones, and this
can mean two things: either the media focused so much on the iPhone that they could brainwash
the whole community, suggesting that the smartphones became slower ... or they really got
slower.
And even if you have a more or less fresh smartphone, this does not make you
invulnerable to iOS 8, with its infuriating fast battery discharge and its nondescript WiFi
capabilities (Nagle and Müller,2017). These are problems that caused the Apple forum to be
literally awash with error messages right after the operating system came out. But of course,
none of these complaints stopped half the iPhone users from upgrading to iOS 8, so if you think
about it, Apple would have behaved very stupid if it had not tried to take advantage of all this.
They use combined shooting to make the new iPhone seem thinner than it is Smoothness
became almost a trademark of Apple, their monitors from nondescript gray squares with sharp
corners eventually turned into bright translucent rectangles (Chernev,2018). That's why, before
announcing their latest smartphones, they were convinced that they are completely "sleek". They
even created a good graphic presentation, which clearly shows how much the new iPhone is
thinner compared to the previous model:
Masslows hierarchy of needs
So how does Maslow’s hierarchy of needs relate to me buying an iphoneXS? The phone
has become a very important gadget in todays world. Not only in communication but the phone

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has very many other functionalities considering the millions of applications that have been
created to help people in various ways (Berthon et al., 2012). When buying an iphone the focus
was status prestige and power even though it is a very basic need. The reason for saying this is
because there are many other phones that are way cheaper than iphone and yet we buy iphone
which is a premium product.
Brand personality
Apple relies on emotions to lock in customers and get them buying the iphone. A Apple product
experience makes one feel superior. I phones brand personality is about passion, imagination,
liberty, hopes and dreams and power to the people through technology. The brand personality is
also about removal of complexity from peoples lives and the connection with its customers. The
brand has positioned itself as a people helper as they strive to achieve their goals.
Conclusion
The iphone is the most sought after phone in the world. During the last lauch of the new set of i
phones, Apple sold ten million phones in just 6 days. This goes to show that even if the phones
are costly people are still willing to buy them. When buying an I phone one is looking for status
as it is a symbol of opulence to many.
Recommendations
When buying an I phone a person should follow the following steps which are alos known as
the decision making steps for a rational consumer. The phone that I have been using is somehow

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slow so there is need for a new phone. The second step in decision making is need recognition,
the iphone has got more space and speed. Third in the decision making process is information
search from the media , family and friends. Fourth is evaluation of alternatives and fifth step is
looking for other alternatives for buying the iphone XS cheaply.

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References
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy. Business
horizons, 55(3), pp.261-271.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
Robertson, F., 2016. Maslow’s hierarchy of needs. In Gower Handbook of Internal
Communication (pp. 143-148). Routledge.
Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.