UNDERSTANDING CONSUMER BEHAVIOR

THE SCENARIO:

Different Mobile Phone Manufacturer used to manufacture their product according to

Customers perception. Perception that may differ across the globe. Culture, life style,
capabilities might be the thing to consider by the customers. Sometimes customers
know just what they want: a particular brand, or a particular feature. Sometimes their
thoughts are even difficult to understand and that’s the reality when it comes to
customer. Some customers are rather systematic decision makers, such as when they
follow a procedure that will eliminate some alternatives by some criteria.
Consider the criteria below to understand how diverse customer behavior is:
Model, Price, Features, Benefits, Functions.

- Looking at these criteria which phone with you consider buying?

I am considering buying the Xiaomi Redmi Note 11 Pro 5G specifically because
the model is greater than most of the world's brands with their corresponding prices
level. Its characteristics are versatile. Purchasing the Xiaomi Redmi Note 11 Pro 5G is
not only advantageous in terms of low-cost price and high-quality offerings. The brand's
unique functions are its operating system, flagship level CPU’s, and remote that can be
utilized by any technology brand, be it a TV, speaker, air conditioner, etc. As for my
behavior as a customer, I chose this phone because of its timely or even advanced
model, features, functions, and quality among the other brands that offer the same
price. The features and over-all design of the Xiaomi Redmi Note 11 Pro 5G give it the
distinction of being an advanced or flagship phone while not being as expensive as
those offered by other brands, making it last for years until it is totally out of date.

- On which criteria do you think you based that decision? Why?

On all the criteria, apart from the model itself being better and having advantages
in specs compared to other models or brands at the same price, I also based my
decision on looking at the Xiaomi Redmi Note 11 Pro 5G unique functions because,
being a user of this product, they give me a service I could only afford to utilize and take
advantage of, such as having a connection with other devices through its remote and
multi-tasking without experiencing lags or delays. In addition, all the phones' features
give high-end qualities and good capabilities. In terms of the price, there can be no
choice whether it is expensive or not, because the quality and over-all design are almost
perfect in accordance with its price. In addition, the benefits I acquired from the Xiaomi
Redmi Note 11 Pro 5G come not only from its worthy price and excellent features, but
also from its fast-charging technology and a 67-watt charger that can charge this phone
from zero to one hundred in less than an hour.
- Which of these attribute you think is least important? Why?
The model or the unit, there are producers that offer a product that is advanced
or timely. Even if the model of a product you use was released months or years ago, it
may still be trendy. It is because of the design and features. For me, the model that a
product or name that a unit bears from its first release are not very significant because
what matters the most is its functions and features and over-all design. I could have had
the most recent model, but the features are still the same or nearly so from the previous
ones, and it makes no sense; I am buying a brand, not much of the quality and design.

- Thinking of other Mobile brand which do you consider not buying? Why?
The Oppo brand, because of the product’s incompetitiveness and over-pricing.
While with Oppo's high-end models is its high-speed processor, it is expensive, which
causes people to overlook the fast processing; even when the price of the phone is
average, it causes too much lag and poor performance. Their phones are bulky, making
them tight when put in pockets, and holding them is difficult because of their significant
weight. Along with that, most of their phones have no IP rating (Ingress protection),
making consumers assume that they are not waterproof. The pictures brought by its
camera are just average in quality. To sum up, the features and over-all design of Oppo
are not worth their price, thus the brand is overpriced.

- How would your final brand choice define you?

My final brand choice, in one word, would define me as different. I am a person
who is not into trends and bandwagons. I always want to be different as much as
possible in all of me, while at the same time aiming for the highest possible quality that I
can gain advantage of. I want to be different with the products I use, I wear, I enjoy, etc.
without compromising the quality and benefit I could get. In addition, I love gaming and
watching movies. That is why the final brand choice I have chosen reflects on my
personality. The brand provides my interests and hobbies with a quality display and a
high-speed processor; the long battery life while being fast-charged is just a bonus.
The answer of my cousin Manuel:
- Looking at these criteria which phone with you consider buying?
I am considering buying the Realme GT Neo Flash because its characteristics
are good. Buying the Realme GT Neo Flash means buying a high-speed processor that
is good for gaming and making videos or films. As a customer, I chose this phone
because of its timely features and camera quality, specifically for making videos. The
features and over-all design of this phone give it the potential to become a flagship
phone. Why not the iPhone if it's for making motion pictures? Because I highly prefer
Android phones because of their convenience and accessibility rather than iPhones for
making videos.

- On which criteria do you think you based that decision? Why?

I also based my decision on the reputation that Realme brands have built for their
camera capabilities or on the model itself, especially with the Realme GT Neo Flash. I
give my trust in this. With the criteria, I prefer the features that the phone offers. Realme
never fails to be consistent at being good at processors, specifically for video making
while having high quality pictures. When it comes to the price, it is reasonable and the
price that I am paying is worthy and just. In addition, the benefits I have from the
Realme GT Neo Flash are not only from its over-all design, but most especially from its
exterior design, which I can be proud of, and its 4K resolution advantage over most mid-
range phones.

- Which of these attribute you think is least important? Why?

The price, because in all products and services that we purchase, what we pay is
what we get. I don't place a high value on the features and specifications that the brand
or company provides because it is frequently their strategy to attract buyers. I say the
specs they offer for a low price are overrated and just for hype. I believe all mobile
phone producers always give a reasonable price for the phones' corresponding quality
and design.

- Thinking of other Mobile brand which do you consider not buying? Why?
I chose the iPhone brand because I see that most of my peers or family
members that own an iPhone often get stressed about its battery life. For that reason, I
consider not buying an iPhone because I don’t want myself to get stressed just by
always having with me a power bank and a wire. In this case, I find it to be a hassle and
not convenient. Also, even with minor changes to the camera capabilities, I find the
phone to be expensive. In addition, the iPhone brand is introverted, which is hard to
deal with, especially if you are working with a team, because it will cost a lot of time and
process. It would be okay if all of us used an Ios, but since not everyone is capable of
affording one, I would always consider an android, especially the brand Realme.

- How would your final brand choice define you?

My final brand choice defines me as being a future director and filmmaker; being
thrifty while reasonable; and decisive. I am practical and have good judgement when
purchasing. I do not really care about the brand name or trends; I am always interested
in the reputation that a brand has built with its excellent features and overall design. I
am an extroverted person and I love working with a team. I love taking pictures, but
most of the time I record a video. That is why I prefer brands that have a high quality
camera, specifically the processor for making video.

I found out that every person has different views and considerations when buying
or consuming a product or service. Even if someone is your family or friend, every
consumer's decision-making process considering a brand or a feature is always
different from one another. As I see it, influence has little to do with considerations that
every consumer does. With the criteria provided, I concluded that we have a difference
and gaps in understanding and making decisions for ourselves with the brands or
particular features we want to consume for ourselves. In the first question, with the two
people who answered, we see that we differ in making decisions when considering
which brand or model we want to use. I prefer uniqueness through the system that only
my brand has. I prefer a high-speed processor for my gaming and a display for watching
movies, while my cousin Manuel prefers the camera and video processor for his
hobbies. In the second question, I realize that we all have different tastes and
considerations when purchasing or using brands or features. I prefer the good features,
good processor and battery life, unique functions, and advanced model, while Manuel
prefers the timely but reasonable. He also prefers good features, especially on the
cameras and video processor. On the third question, we also have different views. What
matters for me is the quality and features, not noticing the model or brand, while for him
it is also the quality and features, but with the thought of what you pay is what you get.
For the fourth question, we also had different choices and we both have reasons for not
considering a certain brand. Basically, it depends on our definition of inconveniency and
the quality of the product, as for me. With regard to the fifth question, we believe that
the behavior of the consumer really reflects the definition of the very person. To sum up,
perception and behavior when considering products or services differ depending on the
thinking, lifestyle, hobbies, interests, influence, personality, etc. of the consumer.