Project #2 Nicholas Langlois In this case, I will be reviewing the process of purchasing my cellphone, an iPhone 5. 1. i. ii. iii. iv.

2. Cultural Norm Rule that specifies the appropriate consumer behavior in a given situation within a specific culture p155 The cultural norm is that individuals over the age of 14 have their own cellphone; a majority of these are smartphones. Therefore, then, when I researched for my phone I looked for a smartphone. Role Expectations Specific expectations that are associated with each type of person within a culture or society p156 When I visited the Verizon Store, I worked with a salesman who should be knowledgeable on the devices. Because I had done my research and wanted the best phone for my productivity purposes, I had him stumped and stuttering not a good reflection on Verizon. Core Societal Value Commonly agreed upon consensus about the most preferable ways of living within a society p158 It was agreed between the salesman and me, that a smartphone would be the best choice for my needs. Individualism extend to which people are expected to take care of themselves and their immediate families p158 By buying this phone, I would be able to manage school and business much easier, since I gain access to email and communication away from my computer. Micro culture a group of people who share similar values and tastes that are subsumed within a larger culture. p177 Because I have a MacBook Pro, I was strongly leaning towards the iPhone 5 due to the compatibility between the devices. Therefore, I could be classified as someone wanting to join a fad or an apple junkie. While there are clearly better phones on the market, I like the interface, communication, and comfortability between the two devices.

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Brand Community groups of consumers who develop relationships based on shared interests or product usage. p198 I have an iPhone, you have an iPhone we are part of the iPhone brand community. While we may not like the product, or easily fit in the average of the users, we share the common bond; the iPhone. Conformity result of group influence in which an individual yields to the attitudes and behaviors of others. p199 iPhone users like to share apps and cases, to model their individual phones like those of their friends. Word of Mouth information about products, services, and experiences that is transmitted from consumer to consumer p207 Most iPhone users are pleased with their experience and share. Not to mention, Apple is successful in programming customers to be proud of their new iWhatever resulting in your friends whipping out whatever widget they recently purchased something you dont have yet. Acquisitional Shopping activities oriented toward a specific, intended purchase or purchases p230 I was working with the Verizon salesman for the sole purpose to purchase a smartphone that would fit my lifestyle. Atmospherics emotional nature of an environment or the feelings created by the total aura of physical attributes that comprise a physical environment p237 While the Verizon store is supposed to make you cheery and excited to have a new phone, I think they need to make it more exciting once you get a phone. If I see someone ecstatic over their new phone, I want one too whenever I go in, its hum-drum, or there is a long line at the repair shop; not a good sign.

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Consumer self-regulation tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions p234 By seeing what all the features that I wouldnt use on the Samsung S4, for example, helped me realize what I didnt want. Rather than being wowed by its technology, I just wanted something basic to manage emails, texts, and calls I dont need to watch movies and order the hundred of hidden features its trained to do. Brand Loyalty deeply help commitment to rebuy a product or service regardless of situational influences that could lead to switching behavior p253 While I would not declare myself an apple junkie, one of the major reasons I purchased an iPhone is that I have a MacBook Pro and was familiar with the Apple brand and the status it gives. When given the option for an upgrade, I will weigh all the market options and most likely select a different cellular device. Satisficing practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions p253 While I understand that this is not the best phone, and claim to do all the research, Im sure there were a few features I simply settled with just to complete the buying process sooner. Desired State perceived state for which a consumer arrives p254 My desired state was to purchase a smartphone, most likely an iPhone 5, and the salesperson at Verizon helped me to achieve that state. feature performance characteristic of an object p264 A feature of the iPhone is its ability to make calls, send emails, write, submit, and receive text messages; along with operate hundreds of thousands of applications, take pictures, play music

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Evaluative Criteria attributes that consumers consider when reviewing alternative solutions to a problem p264 My problem was that I needed a new phone; the solution is a new phone. I chose to fulfill that need with a smartphone. When comparing smartphones, I was looking for usability, interfacing options, and simplicity. Conjoint Analysis technique used to develop an understanding of the attributes that guide consumer preferences by having consumers compare product preferences across varying levels of evaluative criteria and expected utility p272 I had compared the Nokia 720S, Samsung S4, iPhone 5, and the HTC ONE. While each of the phones, individually excelled in their field, I decided to choose the iPhone 5 due to peer popularity, familiarity, and connectivity with my MacBook Pro. Durable Goods goods that are usually consumed over a long period of time p283 I am not quite sure how to categorize the iPhone it all varies in perspective. Compared to an orange, the phone is durable good; compared to a car, the phone is a nondurable good. The phones used to last for a lifetime (i.e. Nokia 3310) but now they barely last their 24-month contract. Cognitive Dissonance an uncomfortable feeling that occurs when a consumer has lingering doubts about a decision that has occurred p294 After purchasing the iPhone, I had a few problems will cell service, as I was traveling to the Grand Canyon, and wondered if any of the other runner-ups would have not encountered the problem. All in all, however I am pleased with the phone. Occasionally there are issues when connecting to the Wi-Fi, however I have been justifying that to be the routers error, and not fault of the iPhone. Customer Share portion of resources allocated to one brand from among the set of competing brands p311 Samsung has been tremendously trying to outcompete iPhone, and if it werent for brand loyalty, I think they would have a good case. There are many applications that the iPhone runs not available on any other platform, something that hurts the competition.

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Puffery practice of making exaggerated claims about a product and its superiority p335 iPhone users quite often over exemplify their phone and the actions it performs, because that is what the Apple brand asks them to do. Owning an Apple device, it appears, makes you want to introduce jealousy among those who dont yet have the product a rather interesting advertising approach.

All in all, I am pleased to have purchased my device. The relationship with the salesperson was not great, and do not have an allegiance to ask for him in the future (I dont even remember his name), which I am disappointed, because I think that is a major factor to a stores success. I currently have an iPhone, but Im not tied into buying an iPhone in the future. It was a utilitarian purchase, and come future I dont have brand loyalty and I think it wont make much difference from whom I buy from because these phones can only do so much and they will be equal.