Behavior of Consumers

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When I need to buy an item that is expensive or that is at risk of major enthusiastic outcome if an error happens, a high degree of involvement exists. The purchasing of high involvement requires comprehensive analysis. Unlike low-involvement transactions in which customers do not all go through every stage of consumer decision-making (Bettman and Park, 2008, p. 240). Once the high-inclusion product has been purchased, buyers do not have a predictable response relationship. Instead, purchasers get occupied with the desire to establish alternative products, prices and warranties of what they have, a state referred to as expanded problem solving. I had my last phone for four years until I decided to buy a new iPhone 7 plus. It was an easy decision to make considering the choice is profoundly involving in light of the dangers of making a terrible buy. This purchase was a high involving purchase because of its high price, complex technical features that are distinct and the significant differences between alternatives (Mitchell, 2016, p. 64).

Need For an iPhone 7 plus

According to a survey conducted earlier this year, a significant proportion of iPhone users prefer to use Apple products. It further showed that 78 percent of iPhone users “could not wrap their head around owing a different phone from the iPhone.” I was driven by outstanding features that the latest iPhone 7 plus had. I had to make a comparison between iPhone 7 and iPhone 7 plus and decide on either to settle on.

Information search

I started inquiring about the new elements that Apple integrated into their recent products. This search included reading reviews, accurate comparisons and in the process, I discovered viable reasons that justified my choice of iPhone 7 plus. I needed to make sure iPhone 7 is worth the money. Upon venturing into the searching exercise, I found plenty reasons why I should choose iPhone 7 instead of iPhone 5s (Abroms, 2011, p.283). New elements comprised of the integration of the advanced camera model in iPhone. Comparison between iPhone to other brands outwardly shows why I considered iPhone 7 plus. It runs on a secure platform iOS that is top notch, user-friendly (it is comfortable and convenient to use).

Evaluation of Alternatives

The iPhone 5s attracted criticism for the unstylish way the camera that did not relatively fit its body. Its new home button gives the user an experience of class since the physical button is replaced with a sophisticated ballet that functions by sensing pressure as well as vibrations. The compatibility of A10 processor with two high-power cores enables the phone to perform efficiently allowing execution of many programs and processing data to a degree of laptops.

Additionally, it is accompanied with a more substantial battery to facilitate runtime to approximately one hundred and twenty minutes. Besides, the solid home button underwrites to a new IP67 rating. This feature implies that the iPhone 7 can survive immersion in water for 30 minutes down to a depth of one meter. The reviews on the phone were quite convincing and pushed the audience towards spending on. I read it was definitely worth the money. Then the time has come to examine all the alternatives when buying a new iPhone model. There were two options: iPhone 7 or iPhone 7 plus (Martin, 2014, p. 22).

iPhone 7 Plus is more extensive and denser with a price up to £800 while iPhone 7 costs around £600. Even though iPhone 7 plus is better for media and playing games, but it is still a sizeable phone that is difficult to use comfortably in one hand.

Purchase Decision

After long consideration, I decided to choose iPhone 7 plus because of its advantage with a dual camera that marshals in the modern age of mobile photography. The photography mode stood out as the most convincing function due to my love for pictures. Size being altogether disappointing, I knew I had made the right decision. After all, its real performance did beat my expectation, and I never regretted it (Zaichkowsky, 2015).

Purchase Evaluation

Some factors influenced decision the whole decision-making process to purchasing iphone7 plus.

Motivation

Motivation is an internal force steered through satisfying a particular need. iPhone 7 plus features and functionalities knew would give the satisfaction of having a new phone that is exceptional compared to existing phone brands and models.

Perception

This is often referred to that process involving selection, organizing and interpreting the information inputted through our senses to give meaning to what we perceive. There are many varieties of phones in the market. I was widely exposed to a different brand of phones and through what I saw I finally decided to buy Iphone7 plus (Kraemer, Linden, and Dedrick, 2011, p. 30).

Attitude

Through interaction and experience on iPhone 7 plus I had developed a positive sentiment for this particular brand. I had in mind that consumer attitude toward an item dramatically influences consumer’s action (Kraemer, Linden, and Dedrick, 2011, p. 110).

Self-concept

This includes all the internal traits and behaviors that make a person unique from another. I had to buy that brand that was consistent with my self-concept. As Kraemer, Linden, and Dedrick (2011, p. 54), asserts, iPhone 7 plus model focuses on individuality and uniqueness.

Conclusion

iPhone 7 plus has so far been the best brand of phone in my view. It has a beautiful screen, exceptional camera, protracted battery life and outstanding performance. In light of many factors, the decision to settle for the phone was quite hard.However, I have found it comfortable to use, and it was worth my money. I am enjoying the product.

Bibliography

Abroms, L.C., Padmanabhan, N., Thaweethai, L. and Phillips, T., 2011. iPhone apps for smoking cessation: a content analysis. American journal of preventive medicine, 40(3), pp.279-285.

Bettman, J.R., and Park, C.W., 2008. Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis. Journal of consumer research, 7(3), pp.234-248.

Kraemer, K.L., Linden, G. and Dedrick, J., 2011. Capturing value in Global Networks: Apple’s iPad and iPhone. University of California, Irvine, University of California, Berkeley, y Syracuse University, NY. http://pcic. Merage. use. edu/papers/2011/value_iPad_iPhone. pdf. Consultado el, 15.

Martin, C.L., 2016. Relationship marketing: a high-involvement product attribute approach. Journal of product & brand management, 7(1), pp.6-26.

Mitchell, A.A., 2016. Involvement: a potentially important mediator of consumer behavior. ACR North American Advances.

Zaichkowsky, J.L., 1985. Measuring the involvement construct. Journal of consumer research, 12(3), pp.341-352.

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