Consumer Behavior Report: Google Home Hub Analysis and Strategies

This report provides an analysis of consumer behavior in the context of the Google Home Hub. It begins by identifying the target consumer, differentiating between geographic and demographic groups, and then discusses the innovation type, characterizing the device as a disruptive technology. The report examines consumer learning, including attitude development and changing strategies, and explores consumer channels, such as social media and SEO. Recommendations are made for enhancing the product, including firmware updates, additional features, and cost adjustments. The report also suggests strategies for addressing customers on social media. The report references several academic sources to support its analysis.

Running head: CONSUMER BEHAVIOR
CONSUMER BEHAVIOR
Name of the Student
Name of the University
Author Note:

1CONSUMER BEHAVIOR
Table of Contents
Target Consumer.................................................................................................................2
Innovation Type...................................................................................................................3
Consumer Learning.............................................................................................................3
Consumer Channel...............................................................................................................4
Recommendation.................................................................................................................5
References............................................................................................................................7

2CONSUMER BEHAVIOR
Target Consumer
Google Home Hub is known to be visual, touchscreen-based interface which has been
designed for navigation in daily life. The device has been designed in such a way that it can
guide an individual in the morning or even in evening routine like make calls, watch the news
and many other things. Google home hub is also known as Nest hub comprises of Google home,
home mini and home max (Li et al. 2017). It is considered a visual interface that helps in
accomplishing task on each and every day basis. The appearance of this similar to tablet which
helps in making the life bit easier. This helps in organizing schedule to that the grocery list can
be prepared. Some of the features of google home hub are given below like
 Allows the individual to daily schedule, remind and commute easily
 User can play music on it
 Sees all the photos located in Google photos.
Google Home Hub (GHH) is known to be a consumer-based product but this is easily
usable in business. Consumer can make use of GHH in the form of entertainment and
information hub. Business can make use of different features for automating the smart offices
and it’s extent in market reach (Kim et al. 2017). Developers are not considered to be target
audience but this faces many challenges which come along with development of voice-based
services.
The two kind of consumer group are

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Geographic: Target consumer are completely based on predefined geographic boundaries
(Zhang et al. 2018). Difference in various aspects like value, preference and changes in
preference through cities, region and countries.
Demographic: The main process of dividing the market through different variable like
age, level of education, income and size of family (Pyae and Scifleet 2019). It is most widely
used marketing strategies among most of the marketer.
Innovation Type
Google Home hub is considered as a new generation of home center which come up with
seven-inch screen size and speakers. Along with touch screen, this provides a list of feature for
volume command and audio mic physical switch. Google Home Hub is expected to be a
disruptive technology in the upcoming days (Peng and Chen 2018). GHH provides complete
support like voice-wake up for identifying some popular words like ‘Hey Google’ or ‘OK
google’. GHH is found to be very much similar to Amazon Echo show. By using this
technology, user can easily ask question, get recipes and look for any business articles.
Considering the case of business articles, the appearance of screen and all other information has
some visual aids (Heymann, Bacchiani and Sainath 2018). At the time of cooking, user can
easily have step by step details or even if the user wants to go somewhere then he or she can
make use of location on map.
The point can be concluded that this is just the upgraded version of Amazon Echo as this
makes use of visual images or videos. Along with this, user can watch video services directly on
Google home hub platform (Deutsch et al. 2019). Due to absence of front camera, user cannot

4CONSUMER BEHAVIOR
make video calls through this. Designer mentioned that privacy and security issue can take place
as a result of front camera.
Consumer Learning
There is a list of points taken account for consumer learning like
Attitude to develop new product and promotion: At the time of developing new product
and promotion of google home hub, market research is being applied, which brings out the
definition of problem.
Attitude changing strategies: The attitude of the consumer is also an important factor
which lies in understanding the direct experience (Robinson et al. 2019). Even marketers are
attempted to stimulate new products by providing them samples and coupons.
The most suitable approach will be attitude to develop new product and promotion.
No, the two target consumer group does not differ in the learning theories provided. Both
geographic and demographic group have almost similar attitude for developing new products and
promotion of it. In addition, both the group also focus on certain number of attitude changing
strategies.
Consumer Channel
Target audience is the people who is either potential interested in product or service of
business. It is merely inclusive of potential consumer, stakeholders and clients. It is very much
important to target audience so that it can help in directing message and establishing
communication with right people (Li et al. 2017). As soon as the target audience has been
identified, a proper PR strategy can be created for communicating with them. The strategy is

5CONSUMER BEHAVIOR
found to be useful in building relationship with individuals. There is need for encouraging them
so that they become customers and create brand awareness that will ultimately increase overall
sales. Two of the most popular communication channels are
Engaging in Social Media: It is very much likely that target audience of google home
hub is already active on social media platform. Social media stands out to be a cost-effective and
direct method for engaging different people in conversation (Kim et al. 2017). Research on
social media for the target audience which makes use of most and create complete profile on this
channel.
Enhancing SEO: Most of the people look up for different product or services by making
use of online search engine like Google (Zhang et al. 2018). This become very much important
for the website to appear in search engine result, which is seen by potential consumers.
Recommendation
Require Firmware Updates on different regions: One of the biggest drawback of
complaint is that Google Home user are not completely available.
Reading emails and messages: Google Home Hub does not read mail and message
instead for this user require mobile phone.
Google Home hub needs to adopt a list of features so that world-wide user adapt this
particular product rapidly like
 Need some extra features like Amazon Echo
 GHH needs to add third party support in comparison to Amazon Echo
 Needs to reduce the cost as it is bit costly in comparison to Amazon Echo.

6CONSUMER BEHAVIOR
 The device does not have physical button on the top of device.
 The device does not have any kind of intercom feature
 Google home app is not that not much easy to use.
Google Home hub can easily strengthen to increase their sales by providing them with
avenue for market (Pyae and Scifleet 2019). Voice search is considered to be a rapid disruption
for smart speakers and retail. Google voice shopping are considered to be agents of this change.
Google Home Hub needs to follow a list of points for addressing customer on social
media platform like
 Crafting catchy headlines
 Posting visual media
 Hosting a contest
 Ensuring that the posted content is good
 Emphasizing on social presence.
 Including social media profile links in the comment section
 Making response on comments in timely way.

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References
Deutsch, I., Erel, H., Paz, M., Hoffman, G. and Zuckerman, O., 2019. Home robotic devices for
older adults: Opportunities and concerns. Computers in Human Behavior, 98, pp.122-133.
Heymann, J., Bacchiani, M. and Sainath, T.N., 2018, April. Performance of mask based
statistical beamforming in a smart home scenario. In 2018 IEEE International Conference on
Acoustics, Speech and Signal Processing (ICASSP) (pp. 6722-6726). IEEE.
Kim, C., Misra, A., Chin, K., Hughes, T., Narayanan, A., Sainath, T. and Bacchiani, M., 2017.
Generation of large-scale simulated utterances in virtual rooms to train deep-neural networks for
far-field speech recognition in Google Home.
Li, B., Sainath, T.N., Narayanan, A., Caroselli, J., Bacchiani, M., Misra, A., Shafran, I., Sak, H.,
Pundak, G., Chin, K.K. and Sim, K.C., 2017, August. Acoustic Modeling for Google Home.
In Interspeech (pp. 399-403).
Peng, C.Y. and Chen, R.C., 2018, March. Voice recognition by Google Home and Raspberry Pi
for smart socket control. In 2018 Tenth International Conference on Advanced Computational
Intelligence (ICACI) (pp. 324-329). IEEE.
Pyae, A. and Scifleet, P., 2019, April. Investigating the Role of User's English Language
Proficiency in Using a Voice User Interface: A Case of Google Home Smart Speaker.
In Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems (p.
LBW0282). ACM.
Robinson, E.L., Park, G., Shalini, S., Levins, T., Lane, K.R., Skubic, M. and Markway, B., 2019.
HARNESSING VOICE-ASSISTED TECHNOLOGY AND IN-HOME SENSORS TO

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MANAGE OLDER ADULT HEALTH: A USER PREFERENCE STUDY. Innovation in
Aging, 3(Supplement_1), pp.S926-S927.
Zhang, N., Mi, X., Feng, X., Wang, X., Tian, Y. and Qian, F., 2018. Understanding and
mitigating the security risks of voice-controlled third-party skills on amazon alexa and google
home. arXiv preprint arXiv:1805.01525.