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澳洲代写论文迪肯大学:消费者行为的内部影响分析

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最近Assignmentgo帮助一位来自澳大利亚的留学生完成了经济类Essay代写及指导服务:


国家:澳大利亚

专业/学科:economics

服务类型:DISTINCTION

文章类型:Essay

文章字数:3000

完成时间:5天

支付币种:澳币

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澳洲代写论文消费者行为内部影响分析


苹果公司的行动主要涉及消费者动机,这是一种指导现代企业中大部分营销活动的思想。根据消费者可能没有意识到他们对产品的需求,有时营销人员可能会建议消费者作为激励他们购买产品的意愿的手段。当品牌提供的产品在消费者中产生冲动以通过购买产品来满足某种需求时,就会出现消费者动机。因此,购买和使用该产品的行为受到品牌识别和市场地位的驱使。当一个人的行为受到冲突因素的影响时会发生动机冲突。苹果消费者动机的冲突主要基于以下事实:该公司将自己建立为智能手机技术的优质供应商,并通过产品的功能提供卓越的互动。这种定位可能会导致正在进行分期付款购买的普通买家之间的激励冲突。原因在于优质产品与某种社会地位有关,而产品的特征确实是可取的。公司可以通过关注营销的非货币方面来解决这种冲突)。该公司没有专注于将品牌塑造成独家供应商,而是呼吁消费者需要更好的互动以及他们成为数字世界的一部分。该公司可能会强调促销计划,例如将iPhone分期付款作为对消费者有价值的产品。苹果的目标消费者是能够购买优质产品的中产阶级专业人士,年轻人和学生。根据Ghorban(2012)的说法,该公司在消费者中引发了高度的参与度。


The action by Apple primarily involves consumer motivation which is a thought that guides most of the marketing ventures in modern businesses. According to the consumer may not be aware of their need for a product and sometimes the marketer may suggest the need to the consumer as a means of motivating their intention to buy the product. Consumer motivation occurs when the brand provides a product which creates an urge within the consumer to satisfy a certain need through the purchase of the product. The action of purchase and use of the product is therefore motivated by the brand identity and marketing position. Motivational conflicts occur when an individual’s actions are influenced by conflicting factors (Hawkins & Mothersbaugh, 2012). Conflicts in Apple consumer motivation is primarily based on the fact that the company establishes itself as a premium provider of smartphone technology and superior interaction through the features of the product. This positioning may create a motivation conflict among the normal buyers who are to make installment purchases. The reason is that premium products are related with certain social status while the features of the product are indeed desirable. The company may resolve such a conflict by focusing on the non-monetary aspect of marketing (Stone, 2005). Instead of focusing on portraying the brand as an exclusive provider, the company m ay appeal to the consumer’s need to have better interaction as well as their need to be part of the digital world. The company may do so by emphasizing the promotional programs such as installment payment for the iPhone as a product of great value to the consumer. The target consumer for Apple is the middle class professionals, young adults and students who are able to purchase premium products. According to Ghorban, (2012), the company elicits high involvement levels among its consumers.



澳洲代写论文消费者行为内部影响分析


消费者对Apple产品的主要兴趣是增强其连接性。此外,产品对消费者的作用是提高消费者利用产品提供的媒体和数字技术能力的能力。从本质上讲,该产品将自身作为媒体专业人士,技术爱好者以及其他中高收入阶层的正常消费者的最佳选择。苹果公司的情感参与战略包括将品牌和消费者描绘成一群特殊的个人。消费者作为一个家庭的一些主要因素包括,所有消费者都被认为是专注于创造性使用智能手机技术的个人。了解产品的技术,设计和便利性的个人形成了苹果智能手机消费者的统一特征。然而,情绪参与并不是很快建立起来的,并且涉及持续利用产品特征以随时间吸引消费者的情绪。消费者参与苹果公司的一些优势在于它通过满意的用户引导了消费者的忠诚度,消费者倡导以及产品的口碑营销。对于苹果来说,iPhone的使用和购买是一个趋势,表明个人对卓越的技术设计和效率的热情。该产品在市场上的定位为苹果消费者提供了一个积极的概念,使其与其他智能手机用户区分开来。


The primary interest of the consumer on the Apple product is to enhance their connectivity. Furthermore, the role of the product to the consumer is to enhance the ability of the consumer to make use of the media and digital technology capabilities offered by the product. Essentially, the product places itself as the best option for media professionals, technology enthusiasts as well as other normal consumers of middle or upper income levels. Apple’s strategy for emotional involvement included the portrayal of the brand and its consumers as a special group of individuals. Some of the primary factors that place the consumers as a family include the fact that all the consumers are supposedly individuals who are focused on the creative use of the smartphone technologies. Individuals, who understand quality of the product in terms of technology, design and convenience offered in the products, form the unifying characteristic of the Apple smartphone consumer (De Vries & Carlston, 2014). However emotional involvement is not established quickly and involves a continual leveraging of product features to appeal to the emotion of the consumers over time. Some of the advantages of the consumer involvement for Apple is that it has led to consumer loyalty, consumer advocacy as well as word of mouth marketing of the product through satisfied users. For Apple, the use and purchase of the iPhone is a trend that indicates an individual’s enthusiasm for superior technological designs and efficiencies. The positioning of the product in the market provides a positive notion of an Apple consumer which differentiates them from the rest of the smartphone users.



Personality

The primary reason behind the study of personality in the marketing field is that the marketer requires sufficient understanding of the consumer and their needs. The personality of the consumer implies some of the unique characters that define the consumer and their tendency to purchase particular set of products according to their benefits and their appeal to them. The Trait theory suggests that the marketer is supposed to understand the consumer personality as a construct of several traits (Hunt& Vitell, 2006). Examples of traits include sadness, outgoing, and serious, happy go lucky, relaxed or self-assured among the large variety (Caplin, 2005). The general trait theory is particularly useful in the targeting of the consumer segments. The role of the general trait theory is that it defines a large variety of traits and facilitates the ability of the marketer to differentiate the consumer characters thereby segmenting the market. In this case, the Apple consumers include the middle and upper income individuals. The company may use the consumer personality of its entire brand to segment the technology market at their own advantage. One of the primary advantages of the type of segmentation by Apple is that it has reinforced the company in identifying with its market segment personalities.


The self-concept is also a theory that the marketer may apply when considering increasing their consumer following. Self-concept takes advantage of the consumer beliefs, the consumer attitudes and their preferences in life. For Apple, the role of the company is to ensure that it is able to identify with the life preferences of young adults who are in the middle income social group. Relationship marketing which is based on the self-concept theory is the main approach that Apple uses to keep its consumers interested in its products such as the smartphone. According to Orth, (2005), the conceptions about one’s self in terms of belief and attitudes towards certain social objects are a learned trait which one acquires from interactions with individuals and media. The marketing strategy by Apple is based on suggesting to the consumer a certain trait that they find prevalent within their market segment. For instance, since most of its consumers are young adults with more disposable income, they are probably able to afford devices that extensively use digital media and the internet to run effectively. Furthermore, the theory states that self-conception is dynamic such that there is a high chance that the current attitudes or preferences of a consumer will change over time (Wood, 2005). This part of the theory is particularly evident in the marketing strategy of most companies in the technology industry. Some of the main reasons are that the companies focus on individuals who are enthusiastic about new technologies and are quick to acquire new trends in the design and technology preferences. Apple has used the self-concept theory to create a relationship among between its consumers and its products through innovation of new styles and introduction of creative and useful features (Lin, 2010). The iPhone increases interactivity and access to entertainment through iTunes which keeps the company at the fore front of its competitors as consumers are loyal to its position as a premium provider of high level technology.




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