Executive Summary

This paper sets out to analyze the fundamental stages that the consumer observe in making a
decision to purchase goods availed in the market. Consumers being rational actors adopt a
calculative approach before purchasing goods. In the marketing of the iPhone 10, consumers are
moved by the physical attributes of the phone besides size, weight and the charging and the
operating facilities that the iPhone 10 possess. In the market, consumers are influenced either by
the internal factors or by external factors in making decisions to purchase goods, iPhone 10
included. The internal factors entail the personal factors that are mainly personal preferences,
interests, opinions and attitudes. The underlying behavioral traits that define the personality of
the consumer largely influence the individual in making purchase. On the contrary, the external
stimuli entails all those factors invoked by the marketer or the advertiser in influencing the
consumer purchase iPhone 10. Hence, in emerging with the appropriate marketing strategy, that
gives the iPhone 10 and edge in the market and an overall competitive advantage, a close study
of the stages in decision making for the consumers is vital. The effective creation of the need by
the marketer underscores a good strategy. This will motivate the consumers in gathering relevant
information on the iPhone 10 and later the ability to compare it with other alternative devices in
the market. The comparison will eventually culminate in the decision of making a purchase.
Importantly, post purchase behavior is vital in marketing as it gives a feedback on the quality and
the functioning of the product, which can make or break a product. Conclusively, network
marketing and understanding the preferences of the targeted consumers’ forms a major
breakthrough in the marketing strategy.

Table of Contents

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1.1 Introduction................................................................................................................................3

1.2 Stages of the consumers’ decision making process...................................................................3

Problem/ need recognition...........................................................................................................3

Information search.......................................................................................................................4

Alternative evaluation..................................................................................................................5

Purchase decision.........................................................................................................................6

Post purchase behavior.................................................................................................................7

1.3 Recommendations......................................................................................................................8

Bibliography..................................................................................................................................10

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1.1 Introduction

The success of any business venture lies in the proper marketing of its products to get the

edge in the market. Marketing is arguably a very important aspect of business since it creates

awareness in an appealing manner for the consumers of the goods to purchase them. Hence, in

the packaging and the dissemination of the information about the goods should arouse an interest

from the side of the consumers. The consumers are influenced by the number of prevailing

circumstances to make purchases of specific goods while ignoring other. All this lies in the

pursuit of the personal interest and making of the rational choice to pick on the goods that best

satisfy their unique demands. This paper seeks to analyze the behavioral trends among the buyers

of the iPhone 10. Consequently, this paper is divided into the following parts, which is the

introduction, stages of the consumer decision-making process, conclusion and the

recommendations. This paper advances an argument that although price, efficiency and

availability influence the purchase of the iPhone 10, the prestige that comes with the possession

of such a gadget has a great influence on some of the consumers’ purchasing the device.

1.2 Stages of the consumers’ decision making process

The consumers being rational actors in the market, they engage in a calculative process

before settling on the best decision as far as their current circumstance is concerned. This is in a

bid of getting the best out of the prevailing circumstances. Therefore, the decision-making

process of the majority of the consumers’ follows the following stages.

(a) Problem/ need recognition.

All decisions are geared towards solving a given problem or addressing an underlying need.

The consumers of the iPhone 10, like majority of the consumers have identified a need that the

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purchase of that phone will solve. Munthiu (2009, p. 28), consumers recognize the need when

the difference between the real level of satisfaction and the desired level of satisfaction that the

consumer yearns to attain. Recognition of the need is a realization of the shortcomings of the

current device in relation to the advantages that the acquisition of the iPhone 10 will attract. This

spells a gap that the consumer aspires to fill in order to acquire the device that offers more

services and the efficiency that his or her current device. Additionally, Munthiu (2009, p. 28)

notes need recognition can be stimulated by the internal factors or external factors. In the realm

of the external factors, proper marketing and the advertising of the device can lead to the

development of the need on the side of the consumer, prompting him or her make a purchase.

Proper marketing that leads to the need recognition on the part of the buyers often dwells on the

emphasis of the advantages and the unique features of the iPhone 10. Moreover, the

demonstration of the effectiveness of the features in easing some of the challenges of the

consumer makes the product more appealing. Hence, in marketing the iPhone, the advertiser will

dwell on the strengths, ease of using the iPhone 10, less vulnerability to the viruses and safety of

the data in marketing the device. Additionally, other features such as strong camera and the video

recording device is the icing on the cake that completely arouses the need in the side of the

consumer.

(b) Information search

Once the consumer identifies the need and the importance of purchasing the iPhone 10,

consumer gets into the information search stage. In this stage, the consumer sets out to look for

the detailed information on the iPhone. The consumers looks for information that pertains the

durability of the iPhone 10, the tasks it can accomplish, the price, warranty, shapes and colors

among other necessary details that influence the purchase of the iPhone. According to Milner

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(2013, p. 9), the flow of the information that incorporates inputs, perceptual constructs, learning

constructs and the outputs is critical in influencing the decision of the consumer in buying a

given product, notably, the iPhone 10. The inputs relates to the source of the information, for

instance, information originating from marketing. The manner in which the buyer interprets the

information and the assertions that he makes from that information too is vital in the decision of

buying the iPhone 10. Additionally, the outputs entails the attitude and the intention of buying

the iPhone 10. Consequently, in this phase, all depends on the manner in which the buyer

processes the information. Hence, the interpretation of the information obtained from searching

from the various sources depends on the needs, motivation and the personality of the buyer. This

explains why some of the buyers will settle on the iPhone 10 while others settle on other devices

such as Samsung note 8. Conclusively, out of the prestige that is associated with the iPhone,

some buyers can opt to purchase the product.

(c) Alternative evaluation

The information search stage leads to the realization of the many alternative devices in the

market, which necessitates that the buyer takes a thorough analysis and evaluation of the existing

devices before making any decision to buy. This often entails comparing the strength and the

weaknesses of the various products in the given market. Additionally, the competing prices,

durability, speed, internal memory and other features of the iPhone 10 can lead the buyer in the

conclusion of purchasing the device. According to Furaiji, Łatuszyńska and Wawrzyniak (2012,

p. 80), the feeling of the consumer involvement is what influences a consumer on focusing on a

given product while ignoring others. The involvement of the consumers sets them up in the

process of seeking lots of information to understand the product that appeals to their interests in

an elaborate manner. Involvement of the consumers means that the interests, the attitude and the

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personality of the consumer are well captured by the marketing team. Additionally, the feeling of

the involvement of the consumers motivates the consumers in the purchase of the electronic

devices such as the iPhone 10. Therefore, at the alternative evaluation of the available goods that

satisfy the immediate needs of the consumers, marketing strategy that captures their interests,

attitudes, personality and self-concept, will lead to the involvement of the consumers, thus

motivating them focus on the iPhone and ignore other competing devices in the market.

(d) Purchase decision

After due consideration of the products in the market in view of the collected information

from the books television, internet, magazines among other sources, consumers settle on the

specific product and follow up in making actual purchases of the item. According to Uddin, Lopa

and Oheduzzaman (2014, p. 26), physical attributes, pricing, charging and operating devices

besides the recommendations from friends and families influence the specific consumers’ in

making a decision to purchase an iPhone 10. Therefore, in the marketing of the iPhone 10, the

marketing agency must dwell in explaining the operating facilities of the devices, size, weight,

the physical attributes, and their efficient performance a compared to other devices in the market.

Additionally, network marketing that utilizes the peers’ influencing their counterparts in making

purchases will be effective in promoting sales especially for the iPhone 10 that is arguably a

prestigious item to possess. The color of the device also influences the consumers in making

purchases. Hence, it is important to make sure that the consumers’ have their preferred colors. In

particular, bright colors are appealing to the female while the men are satisfied with the cool

colors. Thus taking into consideration this dynamics will go a long way in improving the sale of

the iPhone. This is because the device is manufactured in the standards that suite the diverse

needs of the consumers.

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(e) Post purchase behavior

Lastly, in the decision making process, the post purchase behavior of the consumer comes

with the use of the device and the level of satisfaction that the consumer attributes to the device.

In the need recognition, the consumer is out to look for a device, an iPhone 10 that addresses his

or her unique needs. Therefore, the post purchase behavior is an evaluation of the device and the

needs identified at the onset of the consumer decision-making process. Though, the consumer

has purchased the item, this stage is important in marketing. This is because the positive

feedback that emanates from the consumers who feel that the iPhone 10 addressed their

underlying needs, will be key in influencing other consumers to purchase iPhone 10. Hasan and

Nasreen (2014, p. 73) rightly assert that when the device fails in addressing the needs that

influenced the consumers’ purchasing the item, the consumers descend into cognitive dissonance

among the consumers. Cognitive dissonance is the discrepancy that arises in the mind of the

consumer when the purchased item fails to address the needs underscored in the recognition of

the problem (Hasan and Nasreen, 2014, p. 65). Therefore, marketing should exercise caution as

not to exaggerate the performance, physical attributes, the size, and the weight of the device to

the dismay of the consumer after the purchase of the iPhone 10. This is because once the

consumers find out that the information that the marketer used to stimulate them into making a

purchase was false, they become highly dissatisfied with the device. Hence, they become agents

that influence their friends and other people close to them on the shortcomings of the devices and

perhaps the regrets that engulf them after making that purchase. The strongest marketing relies

on the positive feedback that comes from the consumers who are using the iPhone. Once they

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give a positive feedback, they have endorsed the device. Therefore, other buyers are likely to be

influenced to purchase the iPhone 10.

Conclusively, besides, the external stimulated activities that influence the purchasing of the

items, internal factors also play a key role in the marketing of the iPhone 10. According to

Khuong and Duyen (2016, p. 45), personal factors such as gender, age, interests, opinion and

personality are vital in the determination of the purchasing decision among individuals.

Consequently, in the purchase of the iPhone 10, personal preferences and the peculiar likings that

the individuals attach to the iPhone 10 influence them in purchasing iPhone 10. Since individual

preferences and the personal factors vary from one individual to another, the marketing team

needs to study the various attributes among individuals that cut across s the targeted consumers

in order to devise ways of marketing the iPhone 10. In the case of the iPhone 10, consumers are

likely to be persuaded through underlying personal factors that majorly dwell on the attitude of

fulfillment and self-concept. Thus, in the process of purchasing iPhone 10 consumers go through

this process in the attempt of realizing their varied personal interests besides drawing maximum

utility from the iPhone 10.

1.3 Recommendations

Marketing is a critical component in the success of the business and profound market

presence that goes a long way in motivating the consumers in purchasing the iPhone 10. To

succeed in this endeavor, the marketing team must take into account the following

recommendation advanced by this paper. In order to increase sales of the iPhone 10, there is need

of providing free samples to the influential consumers whom once they give the positive

feedback; they will endorse the iPhone 10. This will influence their friends and family friend in

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purchasing the devices. Consequently, it will lead to the establishment of the marketing network

that is powered by the shared experiences of the consumers. There is need of producing iPhone

10, that are tailored to suite into the peculiar and unique preferences of the consumers. This can

be attained through a close study of the background, culture and the personality traits of the

individuals that make up the largest percentage of the consumers. In this way, the company

manufacturing the iPhone 10 will be able to expand its manufacturing trends to the likings of the

consumers. Moreover, since majority of the consumers are interested with many features that

make the iPhone 10 accomplish various tasks, it is important to enhance its ability of retaining

power and making the device last longer without charging. This is important since the many apps

the iPhone 10 supports require massive consumption of the power. Hence, the installation of the

battery that outlasts other competing devices in the market will give the iPhone 10 an edge to

conquer the market. The paper recommends that for the success in the marketing strategy, there

is need of providing enough information in the language that the consumers’ best understand on

the strengths of the iPhone 10. It entails translation of the manuals to the popular languages that

majority of the consumers understand. Instead of relying on the conventional media in marketing

the iPhone 10, delving into the use of the social media will be key in reaching to the many youths

that forms the largest percentage of the targeted consumers. In particular, the message should be

tailored to create need on the targeted consumers, which will motivate them in seeking

information with the view of buying the iPhone 10. Conclusively, a detailed study on the steps

involved in the decision-making process for the consumers offers insight on clear development

of the marketing strategy that will guarantee the iPhone 10 competitive edge and a much-needed

comparative advantage over the competing devices.

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Hasan, H., and Nasreen, R. (2014). The Empirical Study of Relationship between Post Purchase
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Khuong, N and Duyen, M. (2016). Personal Factors Affecting Consumer Purchase Decision
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