Behaviour and Information Technology

Introduction

Marketing principles consist of the critical business factors which the organization should consider while ensuring that their products are well known in the market, they imply the on customer-product orientation aspects which are used in making essential marketing decisions. Therefore, the main purpose of the research paper is to discuss the marketing principle in relation to the customer decision-making process.

Australia market performs better when it comes to the product marketing, the country utilizes the essences of marketing principles which are the most vital element of strategic marketing management. IPhone retail organization in Australia uses the essential elements of marketing while marketing the products in the market, the organization focus on the mix of great quality and brilliant supply chain management techniques, these assumptions have made the Australia be the best market that contains the large market share of the IPhone products. IPhone smartphone in Australia have great demands compared to any electronic product used in the region.

According to the research, new IPhone was currently launched in Australia last month and it got the best acceptance from the consumers, this has made the Apple Company which the word leading producer of the IPhone to focus on how much they can do to ensure that their products gain a competitive advantage in the country. The company has considered setting a price which is fair with regard to the product in the market, IPhone smartphone cost between $1300 and $1500 this is compared to other products which charge more and offer low-quality smartphone products. IPhone products in Australia are supplied by authenticated retail enterprises who comprehend on the customer satisfaction and their decisions (Chang, 2015).

Customer decision making for IPhone

Customer decision making refers to the process which the consumers in the market identify their needs, collects the relevant information and appropriate purchasing decisions. This customer decision-making process is determined by the psychological and economic aspects. However, the process is also influenced by the social values, culture, and environmental factors. Apple Company which is the world leading corporation in manufacturing IPhone smartphones ensured that they consider the economic factors of Australia, this implies the income level in the region. Environmental factors in Australia comprises the aspects that affect the business operation both internally and externally (Jia, 2015). According to this context, Apple is a US based company, the company observed the government policies which have a great impact on the business environment in Australia. Social values necessitate the aspects which the Apple Company are accountable, this is based on the products they offer to the market. It denotes the scarcity   of resources such as financial resources.

Psychological elements in consumer decision-making process, states the influences of psychological needs and recognition (Lysonski, 2013).  IPhone smartphone is one among the products which are purchased by few people, this is in comparison with the other common smartphone manufactured by companies such as Samsung, Motorola and Sony Company. Psychological element embraces the people recognizing because of what product they use, this also takes into account the economic factor in relation to the per capita income.

Factors affecting consumer decision-making process

Factors affecting consumers’ decision-making process comprises the aspects which affect the consumer purchasing behavior in relation to products traded in the particular market. Apparently, these factors affect also the essentiality of marketing principles which are the vital strategic marketing management technique that defines the success of an organization. Australian IPhone market entails the factor which affects the consumer purchase behavior in with regard to consumers’ decision-making process (Saaty, 2013).

Cultural factors

Culture factors are the primary features which affect the business operations in an active market environment, they are deliberated as the crucial factors when it comes to understanding consumer behavior and decision-making process. It extends it impact to the main marketing principles. The cultural factor encompasses customs and practices that exist within a population. According to the research, IPhone product is affected by cultural factors in Australian market because of the cultural practices and the behaviors which a person adopts as a member of the society (Solomon, 2014).

Social factors

Marketing principles are key issues which need to be scrutinized by the marketing departments, evaluating of same factors which be based on the social environmental factors. The social factors embrace the social status of consumers in the market, the social factors affecting the consumer decision-making process covered by the different features such as reference group, society status and the immediate family members and relatives. In order to overcome the social factors affecting the consumer decision-making process, IPhone manufacturing company should conduct consumer orientation program, this will persuade the consumers to ignore negative influence which may be imposed by both internal and external societal factors. This brings the result that Apple Company in Australia has not reach the required market share because of social factors which affect consumer behavior (Solomon, 2013).

Individual factors

Individual factors are the primary factors affecting the consumer decision-making process, they incorporate factors such as age, lifestyle and economic status of an individual. IPhone distribution in Australia reflected the impact of variable aspects of individual factors. Consumer decision-making process on IPhone product depends on upon the economic status, lifestyle, and age bracket on the market (Chang, 2015).

Psychological needs

The psychological factors greatly affect the purchase decision of consumers in the market. These factors analyse the motivation factors that arise from the psychological perspective of the consumer. According to the research, the psychological aspects are described by the Maslow’s hierarchy of needs, these are the perception, belief and attitude of a person towards particular products in the market (Lysonski, 2013).

Maslow’s Hierarchy of Needs

The Maslow’s Hierarchy of Needs is one of the management tools that is used by the marketing department while evaluating the hierarchy of Needs in the market. It encompasses on the motivational factors that force a person to acquire basic needs, it also gives an opportunity to an individual to realize which needs will come first before another (Raj, 2015). According to the excerpt, IPhone product fall on the self-actualization level, this is because it embraces on the needs that make a person feel that he has fulfilled his or her accomplishment. This, therefore, acts as the factor which affects the consumer behavior and decision-making process (Lysonski, 2013).

Works Cited

Chang, C. C. T. J. M. H. S. W. &. L. B. C., 2015. A hybrid decision-making model for factors influencing the purchase intentions of technology products: the moderating effect of lifestyle. Behaviour & Information Technology,. In: s.l.:s.n., pp. 1200-1214.

Jain, R. &. S. A., 2013. A review on Sproles & Kendall’s consumer style inventory (CSI) for analyzing decision making styles of consumers. Indian Journal of Marketing,, 43(5), pp. 40-47.

Jia, L. H. D. &. Z. S., 2015. Trust Building in Consumer Learning Process and Its Effect on Consumers’ Behavioral Intention toward Mobile Payments.. s.l.:s.n.

Lysonski, S. &. D. S., 2013. Consumer decision making styles in retailing: evolution of mindsets and psychological impacts. Journal of Consumer Marketing,, 1(30), pp. 75-87..

Raj, M. P. M. &. R. S., 2015. Impact of Brand Image on Consumer Decision-making: A Study on High-technology Products.. In: s.l.:Global Business Review,, pp. 463-477.

Saaty, T. L. &. V. L. G., 2013. Decision making with the analytic network process: economic, political, social and technological applications with benefits, opportunities, costs and risks.. In: s.l.:Springer Science & Business Media..

Solomon, M. R., 2014. Consumer behavior: Buying, having, and being. s.l.:Engelwood Cliffs, NJ: prentice Hall.

Solomon, M. R. R.-B. R. &. P. J., 2013. Consumer behaviour: Buying, having, being.. s.l.:Pearson Australia..

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