Profile
When targeting a particular consumer to advertise your products, there are some of the things one should look at before approaching them. This would enable the person to know whether that consumer meets the standards of that particular product or not (Bohyun, 2013). This group would be researching the use of Apple’s iPhone among the youths. These youths particularly belong to a high social class because they are the ones who in most cases purchase these digital phones. These consumers are working and have high incomes in which they are able to purchase the phones despite their prices. The youths believe that with Apple’s iPhones, one is able to know what is happening around the world.
The targeted consumer of this Apple’s iPhones are the rich youths living in urban areas because people living in town are more civilized and they understand the importance of using digital phones. In this case, rich youths living in urban areas are the targeted consumers because there are some who live in town but still cannot afford to buy these phones. Targeting consumers living in urban areas would help in improving the quality of the phones because these people come with different demands every day due to exposure.
The kind of activities these targeted consumers do is searching things over the internet, playing online games and posting pictures. Apart from using these Apple’s iPhones for entertainment, they also use them to advertise their businesses and to video call people who are far from them. Their opinions about these Apple’s iPhones are that they are fast and saves time. The communication has also been made easier and people can now communicate with people across the world without necessarily visiting them (Mahabir & Geeta, 2013). The lifestyle of these targeted consumers is high and they believe in the use of social media. This is because many youths are addicted to the use of technology and almost every youth has a smartphone.
The consumers’ purchasing power is determined by how the consumer is viewing or understanding the products one is offering (Misra, 2013). If consumer’s perception of the products is negative, the purchasing power would automatically be low and vice versa. The youths came to realize that these Apple’s iPhones give them more exposure to the technology world because they give them a chance to see whoever they are communicating with. Apple’s iPhones also give them a chance to know what is happening around the world. The features of these phones have attracted many youths and the purchasing power has gone high. The consumers also feel that this product would save their time and money because instead of traveling to deliver a message to a person this would be made easier by these digital phones. Also, for the youths who are in business feels that this product would enable them in attracting more customers across the world. They also understand that with this products, they would be able to outsource other businesses hence improving on the brand image of their company. According to Kadyrova & Panasyuk (2016), when the consumers are fully convinced about ones products the purchasing power tends to increase hence improving on the customer’s loyalty.
Perception of the brand
These Apple’s iPhones have helped many youths to become and attain what they wanted (Roxana-Maria, 2013). This is because they use this product for a different purpose and therefore everyone is fully satisfied with the digital phones. Some youths use it for entertainment, business and others use it to market themselves as celebrities. For those who are lazy and find it hard in traveling, these Apple’s iPhones have helped them in fulfilling’s what they want without traveling. For example, many consumers do their shopping online without visiting the shops. This helps them in saving time and money. These products help these customers to have a wide variety of choices for products because vendors post different products. It also gives the consumer a chance to choose on the best quality products. Sometimes consumers like it when they are being treated in a special way and this product helps in fulfilling their wishes because once they order products and are taken to them, the consumers feel respected and appreciated.
Moreover, this products has helped those who use it to do business to achieve their goals because this product is able to reach more people compared to when adverting using seminars and holding meetings. The Apple’s iPhones are therefore of significance to them because many have been able to expand their business hence increasing on its market share. They also use these phones to sell to customers across the regions and this has helped them in increasing their profits. Some consumers have also been able to increase on the quality of their products because through this they are able to get their customer feedback about what they offer and improve on the quality in case of any customer’s inexperience. According to Elvira (2013), advertising through media helps in the faster growth of the business compared to when using traditional ways.
Also, for those who use these Apple’s iPhones for entertainment, they are able to get all kinds of fun because this product contains a wide variety of social media platforms where someone can search for any kind of entertainment he or she is interested in. This product is therefore of significance to them because it is able to offer what they need at any time. The youths who use Apple’s iPhones to make themselves famous has also been able to do so because this product has helped some to be brand ambassadors of various companies. Once one has been appointed as a brand ambassador he or she becomes famous and some also get paid because of this.
Motivation
The youths are being motivated and their needs are met by purchasing this digital phones. They are strongly motivated by the product because it is able to offer what they need. The kind of motivation being met by consumers by purchasing these Apple’s iPhones is achievement motivation. According to Catalin (2013), achievement motivation is the drive to pursue and attain goals. For example, youths who use this product to do business would be motivated by this product because it is able to reach many customers across the world hence attaining their objectives. It is the wish of every person to attract customers across the world, therefore, this products ensures that because it facilitates information about a products fast and to a large group of people. According to Lucinda & John (2015), technology plays a crucial role in business growth.
According to Maslow’s hierarchy of needs, some of their needs being met are physiological needs. These are the biological requirements for human survival and include things like food, water, and sex (Aldric, 2011). With this product, consumers are able to meet all these requirements without necessarily traveling to look for them. For example, a consumer can request for food from restaurants which sells their products through social media platforms. With this product, one, therefore, cannot lack food even if he or she is out of reach of it. The same case also applies to the water. For example, a person who is seriously sick and cannot move from their beds can use this product to call for help. Also, consumers can use this product to call their partners to fulfill their conjugal rights.
Also, love and belonging are another types of need which have been fulfilled by this product. These needs involve having a feeling of acceptance, respect, love and belonging to a group of people (Manchiraju, 2013). This product has enabled youths to know what is happening around the world and also connected them to many people hence improving their social status. Since everyone is addicted to the use of social media, this product has enabled consumers to have a sense of belonging because without it one feels he or she is outdated. The products have also helped the consumers fulfill some of their human needs like love, respect, and improved personal behaviors.
In addition, this product has also enabled consumers to meet their esteem needs. According to Maslow, these needs are divided into two categories which include esteem for oneself and desire for respect from other people (Seunghwan & Bob, 2018). Esteem for oneself includes achievement and independence. This product has therefore fulfilled these needs for most consumers. For the consumers who used the product for a personal achievement like growing their business, this product has enabled them to expand it hence attracting more customers. This, in turn, has enabled many to become independence since they are able to cater for their basic needs. On the other hand, this product has enabled many consumers to gain respect from other people. This is because many people use this product to post educative things through social media platforms. They also post things which encourages other people who are in difficult situations. This has enabled many consumers to gain good reputation from people they even don’t know.
Other types of needs which have been fulfilled by this product are self-actualization needs. These are needs which includes realizing personal growth, peak experiences and personal growth (Huixiong, 2017). This type of need has been fulfilled to people who mostly used the products to do their own businesses and advertise themselves as celebrities. The use of this product has enabled many to that they have the potential of doing things and can make their lives more comfortable by themselves. For a consumer who used this product to advertise his/her products, it has enabled him/her to grow because it has helped in reaching many customers. It has also enabled them to have positive experiences because the products have attracted many customers hence increasing their profits (Tomasz, 2018). Also, the people who used the product for entertainment has enabled many to become brand ambassadors of various brands hence experiencing personal growth. For example, those who shared their photos through various social media platforms has enabled them to become celebrities hence being employed by various brands.
A reference group includes individuals who influence consumer’s behaviors towards a particular product (Shushil & Manoj, 2014). A reference group has the highest power of convincing customers to buy a certain product than the person selling it because many might have used it and therefore they know about its quality. Reference group is therefore important because they influence consumer purchasing power. These individuals can make consumer purchasing power to be low or high depending on their past experience with the product (Carmen, 2014). In this case, the reference group has influenced the youths a lot on the use of these Apple’s iPhones because the purchasing power has gone high. Many youths who were even not aware of the importance of using this product have now purchased it. For example, due to the influence of the people using this product in doing their business, many youths have therefore adopted in the use of technology to advertise their business and this has led to high demand of the product. Also, those people who did not know whether you can use the product connect to the people out of your reach have also made an effort of having one. The reference group has, therefore, influenced the consumers on the positive effects of using this product and this has made the purchasing power to be high.
The use of social media has made the youths like the product because through it they have got to know the importance of using the product (Yakup, 2014). It is through social media where many people share how a particular product has helped them and through this the youths have ended up liking the commodity. Social media has therefore brought positive effects to the consumer’s daily lives (Liu, 2014). This is because even the things which seemed to be out of their reach and are necessary have become available through social media platforms. People can order for the things they want and be brought to them hence saving time and money. Also, people are able to speak to whoever they want even if he or she is far away from them. Social media has therefore improved on the social activities of many consumers. Others have also gained respect, love and many getting jobs through social media.
The consumers mostly use Facebook to follow the product because its usage rates are low compared to other platforms (Vijaya & Sundaram, 2014). These consumers do follow this product because every time they send their feedback about it. The consumers have a high involvement in the product because they sometimes send suggestions on what should be done in order to make the product more enjoyable when using. In case of any inexperience they communicate for the corrections to be made and this means they have fully involved in the product because they don’t shift to other products.
References
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