External factors that impacted consumer behavior
- Culture factor
Comprises of the set of values and ideologies of a particular community or group of individuals. Cultural factors are what an individual learns from his parents and relatives as a child becomes his culture. Communication is through word of mouth. The reason why companies use this method is that the children, as they grow up, become loyal customers to the companies.
- Reference group
A reference group is a group whose perspective we consider. As humans, we do a lot to try to impress others. The company uses top famous people. This is because they have more followers, and many people will follow what they say or trust the product that the top famous people advertise.
- Family influences
Each member influences and gets influenced by family members depending upon his role, life cycle stage, and relationship dynamics in the family. It exists due to the relationship dynamics between family members.
- Communication
Communication encourages consumers to make a response either by requesting more information or purchasing a product. Most consumers are bombarded with communication throughout their day, whether from a radio or billboards along the roads and major highways.
Refer to the survey results to explain the above
- Cultural factor has helped in the purchase of the iPhone 12; this is because the children are brought up knowing that the iPhone products are the best. This influences their decision to purchase the phone.
- The idea of the company to use top famous people in the world for marketing the iPhone 12 has really affected the decision of many people the purchase the iPhone 12; this is because most people do a lot of this to impress others.
- Communication has really helped in the massive purchase of the iPhone 12; this is due to the company’s ability to advertise at the top listened to radio station and even announced at significant highways.
Marketing strategy
- Social media marketing
This focuses on providing users with content they find valuable and want to share across their social media networking, resulting in increased visibility and traffic. Social media marketing also increases relevancy in search results within social media networks like Facebook, Twitter, LinkedIn, youtube, and Instagram, as well as search engines like google and yahoo.
Social media marketing is effective because it.
- Reduces marketing spends while increases generation.
- Provides metrics that give companies additional marketplace insight.
- Search Engine Optimization
Search engine optimization is the process of increasing awareness about and traffic to a particular website by making sure it appears among the top unpaid search results on search engines like google, Bing, and Yahoo.
The search engine is effective because it,
- Simplifies search for customers
- Is cost-effective
Refer to the survey you carried out and the theory when providing the recommendations
The Apple company used social media a lot by sharing the concept idea of the iPhone 12 before even it started to produce them. This attracted many people due to the extensive sharing and spread of information across the world through the use of social media like Instagram, for instance, and also youtube ads. With the frequent posting and sharing of the iPhone 12 idea and the actual process of making the phone and also involving the public in the process, Apple company gained so many customers and made many people trust in the iPhone 12; thus the large market of the iPhone emerge.
The Apple company also used the search engine to their advantages. For explained the concept of the iPhone 12 and the photos of the model look were always at the top whenever one opened the search engine as an interest. This marketed the iPhone 12 even before it was launched. The use of the search engine was really a good idea since it targeted many people.
References
Trudel, R. (2019). Sustainable consumer behavior. Consumer psychology review, 2(1), 85-96.
Mothersbaugh, D. L., Hawkin, D. I., & Kleiser, S. B. (2019). Consumer behavior: Building marketing strategy. McGraw-Hill Higher Education.