Environmental Marketing Model of Consumer Behavior

Question: Discuss about the Environmental Marketing for Model of Consumer Behavior. Answer: Introduction Consumer behavior is defined as a buying decision of an individual and a group of individual who are affected due to multiple internal and external factors. It is concerned with the social and economic factors that affect the consumption pattern in an economy. It includes various elements like psychological, sociology, social anthropology, marketing, economics and behavioral economics. Individual characteristics play a major role while defining their behavior such as usage rate, attitude, preferences etc. the study of an individual consumer behavior helps in deciding on various factors that influences the purchasing decisions(Peter, Olson Grunert,1999). People are getting influenced by majority of factors like family, friends, reference group, society etc. they help in forming decision that is largely affecting the future decision making. The study of consumer behavior deals in all the aspect of purchasing behavior which includes the pre and post purchasing decision. It is concerned with all the persons who are involved with the decision making. Researchers has propounded that it is difficult to predict the behavior of the customer but evolution of new techniques like ethnography and consumer neuroscience are throwing light upon various new techniques of understanding consumer behavior(Solomon,2014). Understanding purchasing and consumption behavior is a major challenge for the marketers while framing the strategies. Consumer behavior is concerned with the purchase decisions. Few purchase decisions are made by the group while others are made by the group. The social factor is prevalent in the society which affects the buying decision of the consumer. The society is made up f various consumer group. The preference of each individual varies from each other. Hence society has a large impact on the buying decision of consumers (Hawkins, Best Coney, 2010; Cohen, Pham Andrade, 2008). Apple watch is a line of smart watches developed by Apple to keep a track over the fitness and health oriented capabilities with integration with IoS and other Apple product and services. The watches are available in four different variants which includes Apple watch sport, Apple watch, Apple watch Hermes and Apple watch edition (Olenick, 2015). These watches relies on a wirelessly connected Iphone to perform various functions such as calling, texting etc. the watch is compatible with the Iphone 5 or the later model and run on IoS 8.2 and later upgrade through WI-FI or Bluetooth. Apple was listed at rank 442 in the largest company by Forbes in the year 2011. It has a very tough competition on the other consumer electronic brand as it has already created a value for its product. They have unique marketing strategies to pull attention of majority of the customers. Apple watches are praised for their multiple usages and the whole industry viewed it as a revolution the apple watch has be en listed by Time as one of the 25 best innovations in the year 2014 (Williams,2015). Consumer behavior theory The theory of hierarchy helps in attaining consumer satisfaction through Maslows five part priority system. People act on the basis of the hierarchy system in accomplishing various desires. The needs structure includes physiological (survival), safety, love, esteem, and self-actualization. Successful marketing plans must include awareness related to the products and they must develop the strategies on the basis of the needs. Apple watches form to be an essential part of the esteem needs. People are purchasing them in order to develop a social status. It is evident from the theory that consumer behavior must be accessed on the terms of the exiting needs (Goel, Hofman, Lahaie, Pennock Watts, 2010). Engel, Kollet, Blackwell Model This model is based on consumer move to the decision making stage after taking multiple decision about a product. Consumers in an organizations are affected b the multiple variables factors and external factors. These external influences help in making purchases. This whole process has two periods where marketer needs to put the input. Strategies need to develop according to the needs where the consumer takes interest in making a decision. Lifestyle brands are instilling desire in the mind of the consumer to make purchases (Chartrand, 2005). It takes multiple stages to make decision about a product. In case of multiple usage products like Apple watch the company has to consider the trends which are necessary to be followed in order to achieve the desired result (Vinerean, Cetina, Dumitrescu Tichindelean, 2013). There are various factors that affect the buying decision of an individual consumer. Social factors are largely affecting the being decisions of the customer. Majority of decisions depends upon the surrounding activities. Social group affects the buying decision while making a long term investment. Social pressure forces a consumer to make buying decision. These factors are causing a huge amount of impulsive buying. The majority of decision related to a product is made due to various social factors including family, reference group and status. These factors prove to be a major influence on the purchases decision. Majority of purchases are made to maintain a social status. In case of luxury good people are spending money in order to maintain a social status (Lindquist Sirgy,2009). Apple has sold million of watches across the globe making it one of the best selling smart watch. Apple watch is not only a smaller smart phone but an extension of the Smartphone making it simpler for the users to save their time efficiently. Consumer behavior is necessary to be understood while ascertaining the trends in case of Apple watches. People are being influenced by their reference group while making purchases. In case of adult category the trends has depicted that the purchases are being made due to the societal pressure in order to create self esteem. People tend to spend more money on those products which provide them utmost satisfaction. Apple watches provides with mental satisfaction which compel people to make impulsive purchases. A large amount of population is affected by the ongoing cultural trends. The social factors have a major influence on the purchase decision. People take suggestion from the peer to buy electronic gadgets (Bui, 2005). A reference group is an association of people who influence the purchase decisions. People often discuss with each other before making purchase decision. Reference group share common interest and have a strong influence on the buying decision. It is the marketers duty to find out the role of reference group that are largely affecting the purchase trends (McCarthy Perreault, 2008). Reference group includes an initiator who initiates the buying decision; the influencer is the one who influences the decision of the other person. Decision maker is the one who takes the decisions. He is the one who make the decision related to the purchases and buyer is the one who ultimately make purchases. The reference group has a large impact on the overall purchases as it helps in decision making regarding the product (Liberman, Trope Wakslak, 2007). People are taking suggestions from the group in order to make purchases of Apple watches. In case of apple watches the peer group plays a crucial role in making decision. Apple watches are purchased only due to peer influence. This has a major cause of purchases. Social networking is modern age tool used by the people to make purchases. These groups are especially forcing the other people to buy(Su Zhang,2008). The following trends are seen in the people who are seeking advice from the reference group: The purchases are influenced on the lavish goods to show a social status in front of peer group. At this stage people are more likely to spend money on goods giving utmost satisfaction. People are spending lavishly at this stage without thinking about the further consequences. Iphone watches are more popular among the youth and have a huge market in Australia. Youth are more fitness cautious and have more inclination towards the Apple watches to meet the fitness goal. They tend to spend more on the goods comprising of basis necessity like house hold items, car, furnishing etc. this particular group of people are more concerned to spend money sensibly. They only spend on luxury items if the basic needs are over. Fitness concern and easiness is another factor to influence the purchases for Iphone watches. People are becoming more fitness cautious which is driving them to make purchases for watches. However it has become a major part of the status symbol carried by almost every other person. They are likely to spend money on goods of general necessity. There major focus is to secure the future of each individual. The customer is capable of spending more time and money on goods that are necessary to secure future of their kids and family. This particular segment of buyers is more concerned with spending money on goods forming part of basic necessity. They spend money on goods including medicines health care etc. Roles and status An individual position in the society helps in describing his behavior while making decision related to a product. Person holding a supreme position in the organization is likely to spend money on goods of luxury nature. It is the duty of the marketer to understand the behavior of the individual while assuring the individual behavior. People are likely to spend more for those goods which provide then with an utmost satisfaction. Maintaining a status is the necessity of the consumers in todays world. Most of their decision is impulsive which involve spending money on goods which showcases a decent position (Chaudhuri, 2006). Apple watches are matter of status symbol which is been purchased by most of the people in order to maintain a level of status. Society plays a pivotal role in decision making. People are more likely to be influenced due to their surroundings. Apple watches have multiple usage and guarantees status symbol (Kotler, Burton, Deans, Brown Armstrong, 2015).They are being carried not only as an accessory but have multiple usages. Technology innovation has multiple impacts on people. Apple watches is one among the innovation which is becoming a necessity in the eyes of the consumers (Reynolds Olson, 2001). Application Recommendations Consumer behavior is an important aspect need to be emphasized while considering the marketing policies. Apple has been strategically working in order to create market leadership. Consumer behavior is an essential aspect of a product and service while preparing the initial model. Apple has a stringent marketing plan that has helped in controlling the market requirements. The marketing strategies are important to grab the attention of the customers. There is already an intense situation in the market with excess competition from various companies. Under such a situation it is recommended to build marketing strategies in order to continue with the strategies planning (Holbrook,1999). The product need to be customer oriented serving core purpose. Product includes the goods and services provided by the company to the target market. It is essential for a product to match the customer expectations. Apple watches are famous and have multiple usages. The company has to tap on the right customer which will enhance the overall productivity. In case of excessive competition it is recommended to focus on the core product in core product through innovative practices. Moreover apple needs to create an effective customer life cycle by focusing on innovative practice and delivering the product adding lifetime value to the customers (Jansson, Marell Nordlund, 2010). Price is the amount charged by the company to the customers. Apple watches are expensive to afford and it is necessary for the company to focus on the pricing strategies. The company needs to focus on the price structure in order to attract more customers. It is suggested to increase the perceived value of the benefit to the buyers. This will enhance the overall market share of the company. Pricing policies and strangers need to be customer oriented keeping in mind all the factors. Place is an important channel of distributing goods to the customer. People buy only goods that are easily available. Marketers have a duty to place the product correctly so that consumers can easily find out the goods. Apple watches are available easily at the electronic store and online stores. However it is advice to keep a regular stock of the watches in order to meet the continuous requirement. It is one of the important tools where the marketer has to spread information about the new product to the customers. It is necessary to communicate the idea regarding the product to increase the overall sale. The launch of apple products in the market creates a fury month before its actually being launch. It has a strong public relation team to look after the techniques to match up with the product alignment. Promotional techniques are essential for the company to seek attention of potential buyers. Online communication is necessary for the company to spread the information among the people. Apple watches have already a large market share that has helped them to spread the information about the products. Information related to the upgraded version need to be sent through the advertising channel. Social media is one of the medium used by most of the companies to spread information related to a product. Physical evidence It is the environment in which the buyer interacts with the seller. It deals with the physical environment in which the firm interacts with the seller in order to perform the service. Apple store are authentic seller of the products organized throughout Australia in order to meet out the requirements of the customer (Laros Steenkamp,2005). People are the human actors who play a major role in delivering the accurate services to the final consumer. Human resource in an organization plays a vital role in managing the majority of work. The human resource of the organization is well-trained and they carry out the duty with due care so that the consumer are finally satisfied. Process is the manner in which the goods are being delivered it the final customers. Apple is no across the globe for providing an efficient process service. Their products are made through a proper procedure that has helped them in attaining desired growth within a short period of time. However it is suggested to the company to organize an efficient delivery chain to meet out the targets on a regular basis. This will stimulate more growth opportunity in the organization. It is suggested that Apple watch is a product much in demand due to its multiple usage. Under such a condition it is advised to develop a comprehensive model to deliver goods in desired time period (Belk,2013). Conclusion Consumer behavior is one of the essential part need to be understood by the marketers in order to understand the market trends. . 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