1. Consumer Analysis
Practicum Presentation - Group 2
Alyssa Evans, Rob Spadoni, Melissa Tencati, Alejandra Villa, Jessica Porter

2. iPhone by Apple, Inc.
• In 2007 Apple announced that they would be entering
the cell phone world.
• June of 2007, the iPhone took the
world by storm by making
an iPod that could make phone
calls and have apps at your
finger tips.

3. Objective
To understand major forces on customer behavior and how
marketers employ those forces.
• Cultural
• Social
• Personal

4. What is Consumer Buying Behavior?
• Consumer buyer behavior:
The buying behavior of final consumers- individuals and
households that buy goods and services for personal
consumption
• Consumer variations:
Age Income
Education level Tastes

5. Motivations
Perception
Learning
Beliefs & attitudes
PsychologicalCulture
Subculture
Social Class
Cultural
Reference Groups
Family
Roles & Status
Social
Age & life cycle stage
Occupation
Economic
Lifestyle
Personality & self-
concept
Personal
Buyer
Factors Influencing iPhone Consumer
Behavior

6. Characteristics Affecting Consumer
Behavior
Culture Factors
The set of values, perceptions, wants,
and behaviors learned by members of
society from family and other important
institutions
Subculture:
A group of people with shared
value systems based on common life
experiences and situations
Social Class:
Relatively permanent and ordered
divisions in a society whose members share

7. Characteristics Affecting Consumer
Behavior
Social Factors:
Groups
Two or more people who interact to accomplish individual or mutual
goals
• word- of- mouth influence
• Opinion leader
• Online social networks
Family
Most important consumer-buying influence
Roles and Status
A person’s role, status, and duties in a particular group

8. Characteristics Affecting Consumer
Behavior

9. Characteristics Affecting Consumer Behavior
Personal Factors
Age and Life-Cycle Stage
Occupation
Economic Situation
Lifestyle
• A person’s pattern of living as expressed in his or her activities,
interests, and opinions
Personal and Self-Concept
• A brand's personality: sincerity, excitement, competence,
sophistication, ruggedness.

10. Characteristics Affecting Consumer
Behavior
Psychological Factors
Motivation
A need that is sufficiently pressing to direct the person to seek
satisfaction of the need.
Perception
People select, organize, and interpret information to form a meaningful
picture of the world
Learning
Changes in individual behavior arising from experience
Beliefs and Attitude
• Descriptive thought that a person holds about something

11. Buying Decision Behavior
Complex buying behavior
• Consumer buying behavior in situations characterized by high consumer
involvement in a purchase and significant perceived differences among
brand
Dissonance - Reducing Buying Behavior
Habitual Buying Behavior
Variety - Seeking Buying Behavior

12. The Buyer Decision process
Five Stages:
1. Need Recognition
2. Information search
3. Evaluation of Alternatives
4. Purchase Decision
5. Postpurchase Behavior

13. The Buyer Decision Process for New
Products
• Stages in the Adoption Process
• Individual Differences in Innovativeness
• Influence of Product Characteristics on Rate
of Adoption

14. How Marketers take Advantage
• Word-of-Mouth Influence
• Opinion Leaders

15. Adoption Process for an iPhone
Buyer
Awareness
consumer becomes aware of the new product but lacks information about it
Interest
consumer seeks information about the new product
Evaluation
consumer considers whether trying the new product makes sense
Trial
consumer tries the new product on a small scale to improve their estimate of its value
Adoption
consumer decides to make full and regular use of the new product

16. Learning Outcomes
The Environment
Marketing Stimuli
Product
Price
Place
Promotion
Other
Economic
Technological
Social
Cultural
Buyer’s Black Box
● Buyer’s
characteristics
● Buyer’s decision
process
Buyer’s Response
● Buying
attitudes and
preferences
● Purchase
behavior: what
the buyer buys,
when,where
and how much
● Brand and
company
relationship
behavior

17. Learning Outcomes
Beliefs
- Innovative
- “excitement”
Psychological
Subculture: Apple
- Discerning
- Tech-Savvy
- Educated
Culture
Roles & Status
- Expensive
- Good Taste
- Intelligent
(i.e. Apple Geniuses)
Reference Groups
- Opinion Leaders
- Early Adopters
Social
Lifestyle
- Individually
Tailored
Personal
Buyer

18. Apple - Think Different Ad
http://www.youtube.com/watch?v=SswMzUW
OiJg

19. References
Apple - Think Different Commercial. (2013, March 25). YouTube. Retrieved February 13, 2014, from
http://www.youtube.com/watch?v=SswMzUWOiJg
Armstrong, K. a. (2014). Principles of marketing . new jersey : Pearson.
A bit of eveything!. (n.d.). : Apple Fanatics. Retrieved February 14, 2014, from http://farmenta.blogspot.com/2010/04/apple-fanatics.html
IP Carrier: Will Verizon iPhone Sales Change iPhone Demographics?. (n.d.). IP Carrier: Will Verizon iPhone Sales Change iPhone
Demographics?. Retrieved February 20, 2014, from http://ipcarrier.blogspot.com/2011/01/will-verizon-iphone-sales-change-iphone.html
Mac Loyalists: Don't Tread on Us. (n.d.). Wired.com. Retrieved February 19, 2014, from
http://www.wired.com/gadgets/mac/news/2002/12/56575?currentPage=all
Search. (n.d.). iMore. Retrieved February 14, 2014, from http://www.imore.com/history-iphone‎
Stern, J. (2013, September 20). Seriously, Why Are These People Waiting in Line for the New iPhones?. ABC News. Retrieved February
20, 2014, from http://abcnews.go.com/Technology/iphone-5s-5c-launch-long-lines/story?id=20314089
Twitter Statistics - In-depth Report by Sysomos on Twitter's Growth. (n.d.). Twitter Statistics - In-depth Report by Sysomos on Twitter's
Growth. Retrieved February 19, 2014, from https://www.sysomos.com/insidetwitter/h
Why You’ll Still Buy the iPhone, Even As Other Phones Get Better. (n.d.). Why You'll Still Buy the iPhone, Even As Other Phones Get
Better. Retrieved February 19, 2014, from http://www.gottabemobile.com/2013/08/17/as-continued-interest-in-iphone-proves-itunes-is-
still-king/
YOU TUBE LOGO. (n.d.). ukharp. Retrieved February 18, 2014, from http://ukharp.net/resources/images/site/youtube-logo.png
iPhone Market Share Expected to Hit 68% in the United States by 2017. (n.d.). - Mac Rumors. Retrieved February 20, 2014, from
http://www.macrumors.com/2013/12/16/iphone-market-share-expected-to-hit-68-in-the-united-states-by-2017/

20. Practicum Presentation - Group 2
Alyssa Evans, Rob Spadoni, Melissa Tencati, Alejandra Villa, Jessica Porter