MKT301 Consumer Behaviour01 : Solution Essays

Question:

IBIS world to access industry profile. This Customer profiling should clearly demonstrate a profile of existing customers of the product with following distinct segments.

Demographics and role
How they perceive your chosen product
Self-concept and personality
Motivational factors
Emotions
Loyalty status
Current industry trends

Answer:

Demography

Product will be purchased by highend customers due to its high price. People who are respected in the society will afford to buy the product

Perception And Personality

Premium quality product that will attract wealthy customers and people with a positive mindset looking for innovations will invest in the product

Motivation And Emotion

Latest features provided in the product attracts customers and they can associate themselves with the brand. The brand becomes a part of memory for the customers

Loyalty And Current Trends

Switching by custiomers is very low, as customers belong to niche society. Intense competition from Apple due to the latest innovative methods adopted by them

Sales

According to BGR, he sale of the product was average, as the company failed to capitalize on the new customers. The company sold 43 million units of the product, which are expected to rise as well

Reference List

Brunet, J., Collins, I., Chowdhary, Y. and Rao, B.R., Qualcomm Inc, 2014. Operator network that routes customer care calls based on subscriber/device profile and CSR skill set. U.S. Patent 8,848,899.

Jamal, Z. and Vennelakanti, R., Hewlett-Packard Development Co LP, 2014. Determining a customer profile state. U.S. Patent Application 13/753,759.

Klemm, R., Avaya Inc, 2013. System and method for preserving context across multiple customer service venues. U.S. Patent Application 13/174,025.

Ozawa, Y., Valiusenko, R., Hajji, H. and Koyanagi, T., ECREBO Ltd, 2016. A method of enabling a customer profile. U.S. Patent Application 14/917,391.

Stack, B., Lientz, A., Chamberlain, S., Abdous, Y. and Kahn, R., Experian Marketing Solutions Inc, 2014. Systems and methods for providing anonymized user profile data. U.S. Patent 8,639,920.

Mills, C., Wehner, M. and Estrada, M. (2018). Galaxy S9 first-day sales reportedly much lower than Galaxy S8, but overall goal still higher. [online] BGR. Available at: https://bgr.com/2018/03/12/galaxy-s9-vs-galaxy-s8-first-day-sales/ [Accessed 25 Apr. 2018].

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