Free Case Study About Marketing And Marketing Strategy

Purchase decisions about products sometimes hold greater importance for buyers; whereas, other times it is considered a routine purchase. High involvement products are those that involve the buyer’s attention in the form of greater time and greater resources. On the other hand, low involvement products are those which do not require the buyer’s attention as they are usually conditioned towards making similar purchases. When people spend a greater amount on a product or service they ensure they are not fooled into spending their money. Consequently, this requires the buyer to be aware of the product and most probably conduct prior research about the product and the benefits it would provide. Recently, I purchased a 32GB Iphone 5s which cost around $300. Before making the purchase, I compared the Iphone with other phones available in the market. As I am acquainted with Apple products I was drawn towards purchasing the Iphone. However, as it was priced at $300 I wanted to make sure I was not making a wrong decision. The low involvement product which I have recently purchased included a pair of flip flops for everyday usage. As this is more of a necessity I did not conduct any research before making the purchase. The pair of flip flops cost $5; therefore, it had a minimal impact upon my income and saving. As the purchase decision was a routine decision I did not want to spend much time before buying this product. Thus, the flip flops may be considered a low involvement purchase as compared to the purchase of Iphone.
The purchase decision process for an Iphone differed significantly as compared to the flip flops. With the change in technology and my interest in exploring newer technology I wanted to invest in a new phone. This was the stage when I recognized the problem i.e. the need for a newer mobile phone. However, there are several competitors in the mobile market each offering something unique. Thus, I had to do research about the leading companies and identify those companies which catered to my needs. I evaluated my alternatives and compared the various phone companies based on the value each was offering. The options which I had to choose from were; HTC, Samsung, and Apple Iphone. As I evaluated the technology of each phone I realized that Apple most suited my needs as compared to Android. Thus, the purchase decision of buying the Iphone was made after an in-depth analysis of the alternatives. After buying the product I was satisfied that would be categorized under the post-purchase behavior stage. Since the product did not let me down and far exceeded my expectations I was overjoyed by my purchase decision.
The purchase of flip flops did not utilize much of my time. I always wear one pair of flip flops for everyday routine work away from university. As I am inclined towards comfort rather than fashion owning a comfortable pair of slippers is absolutely necessary for me. Recently, my favorite flip flop broke; thus, the need for a new pair arose. I usually buy slippers which are inexpensive as they are to be worn regularly and do not have a life of more than 6 months because of their extensive usage. The only alternatives which I had to choose from were the colors of these slippers as they were available in six different shades. The purchase decision was relatively quicker as I did not take more than 15 minutes at the retail store while buying these slippers. After the purchase I often see flip flops that attract my eyes but only because of their difference in style. These flip flops are quite comfortable and help me get around comfortably; therefore, I am content with my purchase.
The need for an Iphone arose as a result of my recognition of a need for a newer phone along with observing people around me talking about the uses of the new Iphone 5s. Thus it can be said that the company’s image has a positive impact upon buyers as it triggers among them a desire to own the product of that company. On the other hand, flip flops do not need to be marketed as the need arises only when it is required by the potential buyer. Any amount of marketing done by the marketer may have a minimum affect upon the consumer’s decision to make a purchase. The information search stage for the Iphone 5s required me to conduct external search about possible alternatives and the benefits gained from the Iphone 5s over other phones. This information was available after talking to people who were using the phone and from various blogs online. This stage of the purchase decision process may not be applicable in buying flip flops. Evaluation of alternatives was the most crucial stage of the purchase decision process as I had to identify possible alternatives and their benefits. After identifying other options I sifted through the top three options in my opinion in order to make it easy for me in making a decision. The purchase decision was a relatively easier one as I had to visit an Apple dealer from where the Iphone could be purchased. This stage was relevant in the purchase of flip flops as well because I had to visit a retailer from where the purchase had to be made.
The model of consumer buying behavior may help the marketer in identifying where the efforts need to be concentrated. This would ensure that the marketer takes appropriate action in order to achieve maximum benefits and increase revenue of the firm. The marketing strategy of the firm would be completely dependent upon the nature of the product or service the company offers. For instance, for an Iphone the marketer must ensure that the strategy which they adopt must appeal to the customers at the correct points in the decision process. The marketing strategy should be strongest the evaluation of alternatives stage. This would ensure that the consumer is able to identify the product in a market that is highly competitive. However, for low involvement products the marketer needs to ensure the product competes on the basis of price normally. As there would be a huge number of available options for such products the marketer needs to be proactive by placing the product in the correct places along with pricing them appropriately. The marketing strategy needs to be devised in line with the company’s overall strategy. For example, Apple does not require a lot of advertising because consumers trust the brand name and would often be willing to spend on this product without having doubts on quality or any other aspect of the product.