Business Question

Task summary:

1. Explain the five steps in the consumer decision-making process and the influence that impacts consumer decisions.

2. Explain how technology affects consumer behavior and decision-making

Full order description:

1. Use the same product brand chosen in Module 3 Portfolio Milestone.

2. Identify and discuss the consumer decision-making process, taking care to explain each step. Walk your reader through each step of the consumer purchase process, defining each step.

a. Identify why a consumer might find themself making this purchase.

b. How would a consumer perform an information search?

c. Evaluate alternatives using a table . In this section, also explain how technology (i.e., the internet) affects consumer behavior and decision-making,

d. What are consumer considerations in their final choice? Provide rationale based on the table above.

e. What might a consumer consider for their outcome and post-purchase evaluation?

3. Provide a conclusion.

The Consumer Decision-Making Process
MKG330 – Consumer Behavior
2
The Consumer Decision-Making Process
For this assignment, I have chosen to focus on the Apple iPhone. The iPhone has
significantly impacted the smartphone market and continues to lead in innovation, design, and
usability. Its intuitive user interface integrates seamlessly with other Apple products, making it a
popular choice for many users. The iPhone’s advanced features, such as its high-quality camera
and powerful processing capabilities, set it apart from its competitors. Furthermore, its regular
updates and strong commitment to privacy ensure that iPhone users can rely on a secure and
dependable experience.
History of the Company and Brand
Apple Inc., founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne, is
headquartered in Cupertino, California. The company is a global leader in designing,
manufacturing, and selling consumer electronics, software, and digital services. Its products,
including the Apple iPhone, iPad, Mac computers, and the Apple Watch, are renowned for their
superior quality, innovative functionality, and seamless compatibility. The iPhone has evolved
beyond a mere product, redefining how we communicate, work, and have fun.
Hierarchy of Needs Theory by social psychologist Abraham Maslow
Applying Maslow’s Hierarchy of Needs to the purchase of an iPhone illustrates how it
satisfies different consumer needs:
•
Physiological Needs: The iPhone is not an absolute necessity for physiological needs,
though basic health applications, delivery services for essential goods, and emergency
contacts can help uphold health.
•
Safety Needs: The iPhone encompasses several protection aspects like Face ID, Touch
ID, and encryption to make sure that user information is safe. It also has an emergency
3
SOS feature that increases the security of the device for its users in case of nasty
situations.
•
Social Needs: The iPhone concerns immediate interpersonal communication as a means
of calling, texting, and connecting via social networks or a video call. This caters to the
attachment needs and strengthens social relations and interactions hence meeting the
belongingness needs.
•
Esteem Needs: Possessing an iPhone always leads to other factors such as self-image and
status. The Apple brand stands for innovation, design, and quality making the iPhone a
status symbol of success and elegance.
•
Self-Actualization: From a psychological perspective, the iPhone enables selfactualization since it offers creativity and efficiency tools. In any way – through
photography, music, or business applications, it helps the users to reach personal
objectives and share their experiences.
Consumption – Reflection on the Self and the Lifestyle of a Consumer
The iPhone has evolved from being just a technological gadget to becoming a symbol of
consumer self-identity over time. This transformation is explained in Chapter 6 of the course
textbook and Chapter 7, where self-concept is defined as the consumer’s self-image that
influences their purchasing decisions. For many people, the iPhone is more than just a gadget – it
symbolizes their identity, representing who they are and their place in modern society.
How a person lives significantly affects how they see themselves and act. The iPhone is
made for people who are into technology and have a lot going on in their lives – it shows that
Apple is dedicated to making top-notch products. It works well with other Apple products like
Apple Watches and MacBooks, which makes it easy to do more than one thing at a time and
4
have fun. This makes people feel sure they made a good choice and can rely on their iPhone,
which is really appealing to a culture that cares about new ideas and high-quality Apple products
in daily life.
Starting with the Identification of Lifestyle as an Independent Variable
Marketers can measure the impact of lifestyle on consumer behavior for the iPhone
through several methods:
•
Surveys and Questionnaires: These tools help in the collection of information on the
consumer’s preference, usage, and others that can assist in understanding the reasons
for iPhone usage.
•
Social Media Analysis: To sum up the opportunities, the everyday use of social
networks enables marketers to study consumer insights and the positioning of the
iPhone in their lives.
•
Purchase Data: Comparing sales statistics assists in determining relationships between
sales and specific factors (e.g. living area: urban or rural, age or income).
•
Focus Groups: What is more, it is a type of qualitative data about the consumers which
can shed light on their behavior and motives, alongside quantitative data obtained from
other sources.
Conclusion
The iPhone is more than just a communication device or mobile phone; it is an icon of
modern life and self-expression. Understanding how consumers make decisions and their
lifestyle influences purchasing behavior can help marketers develop strategies to appeal to their
target audience. The iPhone has become an essential product with its unique features and design.
This is because it fulfills Maslow’s hierarchy and aligns with consumers’ self-concept and
5
lifestyle, catering to their desires and preferences. This, in turn, has enabled Apple to become
one of the most successful companies in the world. It is an example of how companies can use
consumer psychology to their advantage. Companies should strive to create products that fulfill
the needs of their customers and align with their self-concept and lifestyle. By doing so, they can
build successful and profitable products. Apple is a successful example of a company that
understands the power of consumer psychology.
6
References
Akkaya, M. (2021). Understanding the impacts of lifestyle segmentation & perceived value on
brand purchase intention: An empirical study in different product categoriesLinks to an
external site.. European Research on Management and Business Economics 27(3).
Carrigan, T. (2023). Top 6 contact center analytics to improve the customer experienceLinks to
an external site.. Total Retail. https://www.mytotalretail.com/article/top-6-contact-centeranalytics-to-improve-the-customer-experience/Links to an external site.
Inkbot Design. (2023, August 28). Apple branding: The secrets of an iconic tech empire. Inkbot
Design. https://inkbotdesign.com/apple-branding/
Solomon, M.R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson
Education
Module 5: Portfolio Milestone
The Consumer Decision-Making Process
Whether you realize it or not, you’ve been a consumer all your life. The types and costs of your
purchases have changed over time, but you’ve learned from watching others and experiencing the
sensation of choosing an item and making the purchase. What you may not realize is that you’ve likely
followed a consumer-purchase process.
To prepare for the Portfolio Project in Module 7, in this Portfolio Milestone, you’ll provide a portion of
your Portfolio Project with the following items:
1. Use the same product brand chosen in Module 3 Portfolio Milestone.
2. Identify and discuss the consumer decision-making process, taking care to explain each step.
Walk your reader through each step of the consumer purchase process, defining each step.
a. Identify why a consumer might find themself making this purchase.
b. How would a consumer perform an information search?
c. Evaluate alternatives using a table (Module 4 Discussion, Chapter 8, the section called
Multiattribute Attitude Model). In this section, also explain how technology (i.e., the
internet) affects consumer behavior and decision-making,
d. What are consumer considerations in their final choice? Provide rationale based on the
table above.
e. What might a consumer consider for their outcome and post-purchase evaluation?
3. Provide a conclusion.
Your paper should be 2-3 pages in length and conform to APA guidelines in the CSU Global Writing
Center (available in the left-hand navigation panel). Include at least 2 credible or industry-specific
references in addition to the course textbook. The CSU Global Library is a good place to find these
references (available in the left-hand navigation panel). In addition, the following resources have been
provided. You may wish to use them for review and/or incorporate them into your assignment as cited
references.
•
Kekes-Szabo, B. (2023). Understanding the 5-step consumer decision making processLinks to an
external site.. Antavo. https://antavo.com/blog/consumer-decision-making-process/
•
Redboard, M. (2022). How to leverage the 5 stages of the customer buying cycle for more
salesLinks to an external site..
HubSpot. https://blog.hubspot.com/blog/tabid/6307/bid/19022/how-to-leverage-the-5-stagesof-the-customer-buying-cycle-for-more-sales.aspx
•
Solomon, M.R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson
Education
Module 5: Portfolio Milestone
Module 5: Portfolio Milestone
Criteria
Ratings
Pts
Consumer
Decisionmaking Process
10 to >8.0 pts
8 to >6.0 pts
6 to >4.0 pts
4 to >0 pts
Meets
Expectation
Approaches
Expectation
Below
Expectation
Limited
Evidence
Submission
meets
expectations in
defining the
consumer
decision-making
process with
each step
identified and
discussed.
Submission
approaches
expectations in
defining the
consumer decisionmaking process.
Missing or
underdeveloped on
one to two required
elements.
Submission is
missing several
crucial
elements in
defining the
consumer
decisionmaking
process.
Included few of
the required
components,
as specified in
the
assignment.
10 pts
Module 5: Portfolio Milestone
Criteria
Ratings
Pts
Need
Recognition
10 to >8.0 pts
8 to >6.0 pts
6 to >4.0 pts
4 to >0 pts
Meets
Expectation
Approaches
Expectation
Below
Expectation
Limited
Evidence
Submission
meets
expectations in
identifying the
need
recognition step
of the consumer
decision-making
process of the
student product
brand chosen.
Submission
approaches
expectations in
identifying the need
recognition step of
the consumer
decision-making
process of the
student product
brand chosen.
Missing or
underdeveloped on
one to two required
elements.
Submission is
missing several
crucial elements
in identifying
the need
recognition step
of the consumer
decision-making
process of the
student product
brand chosen.
Included few
of the
required
components,
as specified in
the
assignment.
10 pts
Module 5: Portfolio Milestone
Criteria
Ratings
Pts
Information
Search
15 to >12.0 pts
12 to >9.0 pts
9 to >6.0 pts
6 to >0 pts
Meets
Expectation
Approaches
Expectation
Below
Expectation
Limited
Evidence
Submission
meets
expectations
with a complete
discussion on
the steps a
consumer might
make to conduct
an information
search for the
student’s
product brand
chosen.
Submission
approaches
expectations with a
discussion on the
steps a consumer
might make to
conduct an
information search
for the student’s
product brand
chosen. Missing or
underdeveloped on
one to two required
elements.
Submission is
missing several
crucial
elements of the
steps a
consumer
might make to
conduct an
information
search for the
student’s
product brand
chosen.
Included few
of the
required
components,
as specified in
the
assignment.
15 pts
Evaluation of
Alternatives
30 to >24.0 pts
24 to >18.0 pts
18 to >12.0 pts
12 to >0 pts
Meets
Expectation
Approaches
Expectation
Below
Expectation
Limited
Evidence
Submission meets
expectations with
evaluating brand
alternatives using
a table (Module 4
Discussion,
Chapter 8, the
section called
Multiattribute
Attitude Model).
A minimum of
five attributes and
three competitive
brands are
included in the
table. The ranking
of the attributes
and brands have
different values.
The table is
discussed in text
with rationale of
the choices of
attributes and
brands. Also
explained how
Submission
approaches
expectations but is
missing or
underdeveloped on
one to two required
elements. Evaluates
brand alternatives
using a table
(Module 4
Discussion, Chapter
8, the section called
Multiattribute
Attitude Model). A
minimum of 3-4
attributes and three
competitive brands
are included in the
table. The ranking of
the attributes and
brands have
different values. The
table is discussed in
with rationale of the
choices of attributes
and brands. Also
Submission is
missing several
crucial elements
with evaluating
brand
alternatives
using a table
(Module 4
Discussion,
Chapter 8, the
section called
Multiattribute
Attitude Model).
The table is
somewhat
discussed with
rationale of the
choices of
attributes and
brands.
Included few
of the
required
components,
as specified
in the
assignment.
30 pts
technology affects
the consumer
behavior and
decision making.
explained how
technology affects
the consumer
behavior and
decision making.
Module 5: Portfolio Milestone
Criteria
Ratings
Pts
Product Choice
10 to >8.0 pts
8 to >6.0 pts
6 to >4.0 pts
4 to >0 pts
Meets
Expectation
Approaches
Expectation
Below
Expectation
Limited
Evidence
Submission
meets
expectations in
identifying a final
choice with
justification and
description of
where a
consumer would
purchase the
product, i.e.,
online shopping
versus in-store
decision.
Submission approaches
expectations in
identifying a final
choice with
justification and
description of where a
consumer would
purchase the product,
i.e., online shopping
versus in-store
decision. Missing or
underdeveloped on
one to two required
elements.
Submission is
missing
several
crucial
elements in
identifying a
final choice.
Included few
of the
required
components,
as specified in
the
assignment.
10 pts
Module 5: Portfolio Milestone
Criteria
Ratings
Pts
Post-Purchase
Evaluation
10 to >8.0 pts
8 to >6.0 pts
6 to >4.0 pts
4 to >0 pts
Meets
Expectation
Approaches
Expectation
Below
Expectation
Limited
Evidence
Submission
meets
expectations in
identifying an
outcome and
post-purchase
evaluation.
Submission
approaches
expectations in
identifying an
outcome and postpurchase evaluation.
Missing or
underdeveloped on
one to two required
elements.
Submission is
missing several
crucial
elements in
identifying an
outcome and
post-purchase
evaluation.
Included few of
the required
components,
as specified in
the
assignment.
10 pts
Module 5: Portfolio Milestone
Criteria
Ratings
Pts
Sources /
Examples
5 to >4.0 pts
4 to >3.0 pts
3 to >2.0 pts
2 to >0 pts
Meets
Expectation
Approaches
Expectation
Below
Expectation
Limited Evidence
Submission is
supported by
good research,
examples, and
sources that are
scholarly or
professional in
nature.
Submission is
supported by
some research
and examples,
and most
sources are
scholarly or
professional in
nature.
Submission is
supported by
little research
and examples,
and/or sources
are not all
scholarly or
professional in
nature.
Submission is not
supported by
good research or
examples, and/or
sources are not
scholarly or
professional in
nature.
5 pts
Module 5: Portfolio Milestone
Criteria
Demonstrates
college-level
proficiency in
organization,
grammar and
style.
Ratings
Pts
5 to >4.0 pts
4 to >3.0 pts
3 to >2.0 pts
2 to >0 pts
Meets
Expectation
Approaches
Expectation
Below
Expectation
Limited
Evidence
Project is clearly
organized, well
written, and in
proper format
as outlined in
the assignment.
Strong sentence
and paragraph
structure; few
errors in
grammar and
spelling.
Project is fairly
well organized
and written, and
is in proper
format as
outlined in the
assignment.
Reasonably good
sentence and
paragraph
structure;
significant
number of errors
in grammar and
spelling.
Project is poorly
organized; does
not follow proper
paper format.
Inconsistent to
inadequate
sentence and
paragraph
development;
numerous errors
in grammar and
spelling.
Project is not
organized or well
written, and is
not in proper
paper format.
Poor quality
work;
unacceptable in
terms of
grammar and
spelling.
5 pts
Module 5: Portfolio Milestone
Criteria
Ratings
Demonstrates
proper use of
APA style
5 to >4.0 pts
4 to >3.0 pts
3 to >2.0 pts
2 to >0 pts
Meets
Expectation
Approaches
Expectation
Below
Expectation
Limited
Evidence
Project contains
proper APA
formatting,
according to the
CSU Global
Writing Center,
with no more
than one
significant error.
Few errors in APA
formatting,
according to the
CSU Global
Writing Center,
with no more
than two to three
significant errors.
Significant errors
in APA
formatting,
according to the
CSU Global
Writing Center,
with four to five
significant errors.
Numerous
errors in APA
formatting,
according to the
CSU Global
Writing Center,
with more than
five significant
errors.
Total Points: 100
Pts
5 pts
Module 5 Overview
Consumer Preferences, Consumer Decisions
Module 5 examines the processes behind consumer decision-making, including a foundational
five-step process. Marketers know and use these five steps to help shape their marketing
strategies and to recognize the many factors affecting the decision outcome. We further examine
the role of technology as consumers move from brick-and-mortar to online shopping. Successful
marketers use strategies and technology to make consumers’ experiences easier, less timeconsuming, more interactive, and tailored to the specific needs of consumers.
While this module provides an in-depth look at the consumer decision-making process, it is
important to realize that this process can be affected and altered by various factors. Some of
these include the degree of involvement in the process, the type of product under consideration,
access to relevant and timely information, and family dynamics. These factors are important for
you to be aware of. This week’s Discussion Board will help you understand the influence of
branding on consumer decisions. Note that you have your second Portfolio Project Milestone due
this week.
Objectives
1. Explain the five steps in the consumer decision-making process and the influence that
impacts consumer decisions.
2. Explain how technology affects consumer behavior and decision-making
Readings
Required
•
•
Consumer Behavior: Buying, Having, and Being
o
Chapter 9 (pages 320-330; 334-336)
o
Chapter 10 (pages 363-373)
Zhang, S., Peng, M., Peng, Y., Zhang, Y., Ren, G., & Chen, C. (2020). Expressive brand
relationship, brand love, and brand loyalty for tablet PCs: Building a sustainable
brandLinks to an external site.. Frontiers in Psychology, 11, 231.
Recommended
•
McFee, A. (2022). Understanding consumer behavior: How to influence the decisionmaking processLinks to an external site.. Hospitalitynet. Retrieved from
https://www.hospitalitynet.org/opinion/4111104.html