Consumer Buyer

Behavior: Smartphone
 Welcome

Submitted to:
Md. Iftekharul Amin
Assistant Professor
Institute of Business Administration, University of Dhaka

Submitted by:
Aateeya Saabeen, Roll: 10
Shegufta Armin Ahsan, Roll:26
aracteristics Affecting Consumer Behav

Cultural Social class

Social Groups and social networks

Personal Economic situation and lifestyle

Psychologi
cal Motive and peer pressure

3
Cultural and Social Influence

• High-end brands are a status symbol

• A good chunk of smartphone marketing depends

upon word-of-mouth influence

• Advice of opinion leaders solicited

• Social media and online networks play a significant

role, especially in deciding between alternatives

4
 Personal and Psychological
Influence

• Economic situation is a major deciding factor.

Price is almost always the first criteria in the
decision making process of buying
smartphones.
Most common budget range is 10,000-
30,000. (according to market survey)

• For those who can afford it, brand value is the

most important factor.
To most iPhone users, Apple is a lifestyle.

• Peer-pressure may sometimes affect the

buying decision process.

5
 What Smartphone Consumers
Want

Value for Money Performance

With an average budget of 5,000-30,000 Now there is much greater emphasis on
BDT, most smartphone buyers want specs, such as processor speed, camera
facilities such as good camera and long power and screen size.
battery life..

Brand Recognition Entertainment

This is particularly true for foreign brands
such as Samsung and Apple. Although this
factor is very strong for flagship models, it
also has some influence on mid-range and
entry-level models as well. .
With cheap internet access, consumers
extensively use smartphones to access
social media.

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 Types of Buying Decision Behavior

High Involvement Low Involvement

Significant
difference between Complex buying Variety-seeking
brands behavior buying behavior

Few differences Dissonance Habitual buying

between brands reducing behavior behavior

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 The Buyer Decision Process

01
Need Recognition
02
Information Search

03 Evaluation of Alternatives

04 Purchase Decision

Post-purchase behavior
05

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 Market Strategy

Segmentation Targeting Positioning

• Demographic: Income • Undifferentiated Symphony: New Experience

• Psychographic: Social • Differentiated
class and personality

• Behavioral: Loyalty
Status

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 Market Share

Symphony 53%
1 2
Huawei 12%

Walton 9%
5 3
Samsung 9%

Others 17%
4

10
Thank You