Recently, I made a decision to buy an iPhone, and then set out to find more information on the product, before I could enter into the purchase decision process. The information was gathered from friends, relatives, company website, and search engines. Most important source of information was obtained from the consumer reports that scale the product between 1 to 5, 1 being the least favorable, and 5 being excellent. Consumer behavior is influenced by environmental and marketing factors, the situation, personal and psychological factors, family, and culture .
The product information gathering process proved beneficial, as I got to compare the features and functions, pricing, and technical issues with various brands. I visited the store and gathered information on iPhone. My perception () of buying the product changed after listening to the store person. I later learnt that a new version of iPhone would be launched in a couple of months with advanced functions, and features, but at a higher price. My behavior was influenced by learning () more about the product, which I had decided to buy. I was also motivated by some social factors () in deciding to buy the iPhone as everyone in my social circle had one.
iPhone, as a branded product uses a power efficient software that beats the recommendations stated by Energy Star. This is one environmental factor () consideration. The brand () is well-known among consumers globally, which makes it the first choice in the mobile segment. As this is a high-involvement product, the brand name is very important to me. The promotions () of this brand in media, billboards, and on internet are attractive, which changed my mental position () about mobile technology, and the advancements in this sector. Companies want people to have positive feelings about their offerings . All these factors contributed to my product purchase decision.
Transformation in the age of Population
In this fast paced generation it is important to perform a brief consumer analysis by evaluating an aspect of the social environment, and conduct consumer analysis at various levels. The statistical census data from census.gov website provides strong analysis at both the public and sector levels. Examples of social levels include an increasing number of populations in United States becoming older, while the average age continues to increase. Census data is provided for subcultures and ethnic groups, overall, are one and the same with market segments. An example of subgroups is the Hispanic; census data explores age trends in this group.
Significance of Age and Sex
The nation’s 65-and-older population is expected to reach 83.7 million in the year 2050, almost double in size from the 2012 level of 43.1 million . The older population may not be culturally and nationally diverse as compared to the newer population, but Census bureau expects to experience a considerable growth in diversity in the coming years. In general, the birth of new babies is seeing a decline, and will continue in the future years, as there are changes in the mortality rate, developments in the fertility, and people migrating globally. These factors would contribute to put up with the percentage of the population in the older ages within United States. The fluctuations in the age structure will have adverse impact for the health care services and providers, policymakers, and companies seeking to expect the effect that this population may have on their services, families and the nation’s culture.
Hispanic origin and race. A person identified as a Cuban, Puerto Rican, South or Central American, Mexican, or Spanish culture irrespective of race is known to be from the Hispanic origin. A major transformation is due in the industries, and government facilities, where the federal government is making plans to increase the employment opportunities for Hispanic population in science, technology, engineering, and mathematics (STEM). Blacks and Hispanics have been consistently underrepresented in STEM employment . Census data also provides information on the poverty rates that exist for particular race and origin groups in the municipalities and townships with the major populations of these groups.
Data collection on race. Government collects information on race to derive many federal programs as it is essential in making policy decisions, principally for civil rights. As the redistricting beliefs by the legislation have to be met, all the states follow the procedure to use this data, and adhere to the policies. The information on race is useful in providing equal work opportunities and to evaluate ethnic inequalities in well-being and conservation risks.
Data is also collected on the socioeconomic dissimilarities of gender and aging. It is observed that woman’s life expectancy is more than the man in the developed countries, in contrast with the developing countries. Due to the gender differentials in life expectancy, the oldest people above 90 years have to bear social planning consequences, as they undergo poor health conditions and require adequate health services as compared to the old people.
Levels of Consumer Analysis and Census data. The four levels of consumer analysis are the societies, industries, market segments, and individual consumers. The data provided by Census Bureau is required by all these levels.
The census data is applied to the societies to understand the structures and practices, changes in the society belief and to analyze the behavior of society. Industries use the data to analyze the relations of a company and its competitors with consumers in specific industries. Market segment analyzes groups of consumers having some similarity in cognition, affect, behavior, and environment with the data, and by individual consumers to analyze consumption history, and some information of a purchase made by a specific consumer.
Ans 1: The five things that I know about Starbucks are: 1. Starbucks became a fortune 500 company at a quick pace. 2. Starbucks gains more profits from iced beverages, rather than from the traditional drip coffee, from the South and Southwest regions. 3. Starbucks employs a high percentage of people of color and women. 4. 7% market share of coffee consumption in Unites States alone. 5. Starbucks is getting bigger in Europe and Asia.
Ans 2: The five things that I like or dislike about Starbucks are: 1. The whereabouts of Starbucks as it is available in many locations. 2. The taste of the coffee, as it tastes like real coffee. 3. The baristas are knowledgeable, and provide suggestions on the best available coffee. 4. The prices are too high compared to its competitors. 5. All their stores have free Wi-Fi connections for walk-in consumers.
Ans 3: Five behaviors involved in buying gourmet coffee drink are: 1. Entering Starbucks. 2. Standing in queue. 3. Listening to the baristas on any new offers, if available. 4. Ordering the required coffee. 5. Making payment through cash or card.
Ans 4: Five things Starbucks does in environment to influence consumer’s purchase are: 1. Starbucks has more than 6000 stores throughout the globe. 2. Customer gets a relaxed feeling in the Starbucks environment. 3. A “third-place” between work and home where consumers get some personal time. 4. Consumers visit Starbucks in groups. 5. The hectic, busy and stressful lives make people consume coffee.
Ans 5: According to me, the explanation of the specialty drinks on Starbucks website increases sales, because the drinks are described with information that can make consumer buying behavioral changes. The information provided on website describes about the calorie percentage, total fat, carbohydrate, and the geographic site from where the coffee is imported.
References
Census Bureau. (2014). Fueled by Aging Baby Boomers, Nation's Older Population to Nearly Double, Census Bureau Reports. U.S. Department of Commerce.
Landivar, L. C. (2013). Disparities in STEM Employment by Sex, Race, and Hispanic Origin. American Community Survey Reports, ACS-24, 01-25. Retrieved from http://www.census.gov/content/dam/Census/library/publications/2013/acs/acs-24.pdf
Tanner, J. F., & Raymond, M. J. (2013). Principles of Marketing (V2.0 ed.). Flat World Knowledge.
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