The marketing application of thismodel also reflects that customers generally are motivated by the symbolic aswell as economic and functional products concerns. This assists marketer tocreate great advertisements and messages for customers to persuade. Maslowhierarchy of needs theory analysisThe Maslow theory reflects thehierarchy of needs from lower order to higher orders.
There are five basic levelsof needs of human that are distinct (Belch & Belch, 2001). In the case of survey findings, it can bededuced that people purchase i-Phone X not only for functional utility but thesocial and ego needs. This implies that customers already have achievedphysiological needs and safety and security needs. Therefore, a marketer cancharge high price from customers because ego needs and social needs generallydo not consider much about the economic value of a product. Importance of perception,attitudes, motivation, group and individual differences and family andlifestylePerception reflects the pattern ofthinking of customers. There are two relevant theories of perception such asthe self perception theory and cognitive dissonance theory. Self perceptiontheory proposed by B.
F.Skinner suggests that person when understand theiremotions, attitudes and other personal states by comparing with others aremotivated to change their self-perception that is acceptable by person’s groupsor surroundings. The cognitive dissonance theory refers that, when person findsdifferences between desired expectation and actual performance of a product andservice, he tends to fill the gap, and therefore resorts to purchase productsthat can fulfil his expectations.
In the case of the mobile phone purchase,most customers who do not have features in their existing mobile phones maypurchase this new i-Phone X. Therefore, this theory is also applicable with thesurvey findings. EKBmodel This model is also immensely usefulto understand the consumer behaviour. It reflects the inter-relationshipbetween the decision making process stages and the role of endogenous and exogenousvariables. It clarifies the relationship between behaviour and attitudes andthe introduction and the beliefs system.
This model is supportive to definevariables. EMBmodelThis model is extension of the EKBmodel. This model suggests that consumer behaviour is influenced by the fivefactors. The consumer resources such astime, economic resource and information reception are determined (Hsu, Lin, & Ho, 2012). In thecase of survey, it is identified that for mobile purchasing, consumers’ spendmuch time and money since this is high involvement product, therefore thismodel familiarises with the consumer behaviour patterns and their causes.Similarly, the knowledge and attitudes also shape the purchasing decisions.Knowledge is formed with the influence of the society and attitudes are formedby cultural beliefs, and norms. Therefore, the survey findings indicate thatpeople who participate in survey are having modern beliefs and they lead amodern lifestyle.
Personality and motives also influence the decision process. Themotives of respondents here to purchase a stylish phone with high security andfeatures, therefore, they look for both functional and emotional benefits inthe product. Personality is shaped by the cultural attributes and role offamily and friends and immediate surrounding is very much important to shapethe personality.
In the survey findings, it is reveals that respondents aregenerally having modern cultural attributes or contemporary cultural practices.The value system is also a part of this model and values of respondents ofsurvey reflect that they want to achieve status and fame in society. This model also considersenvironmental influences, such as culture, social class, personal influences,family role that are important factors to determine the consumer behaviour. Theanalysis of this model in respect of survey findings reveal that respondentsare influenced by their social class, personal influences, culture and familyand therefore they have different perceptions about the product quality andpricing. The different viewpoints of respondents about pricing reveal that theyare from middle class to upper middle class. similarly, the quality feature israted differently by the customers and this reveals that quality parameters are judged differently on the basis of personalexperience, family and friends impact, person own value-system, and socialclass.ConclusionThe survey findings reveal theroles of determinants of consumer behaviour such as social class, culture,family, economic condition etc. it also reveals the worthiness of product andinvolvements of respondents.
Most of respondents follow the herds mentalitywhere they follow the references of others people and are not trulyexperimenters. They seek social status and recognition; therefore, they want topurchase i-Phone X. They can be also motivated by different motives such as forfunctional benefits that are revealed by the need of certain respondents, whoseek good processor, but most of respondents look for hedonic values and thisreveals that they are mostly concerned with social status. Overall, the surveyfindings suggest that purchasing an i-Phone X by the survey respondents is aluxury need that satisfies the personal ego of individuals and the purchase ofmobile phone is driven by the emotional needs. Therefore, marketer can chargethe high price.