Consumer Decision Making Process in the Mobile Phone Industry

The smartphone market has experienced drastic advancements as consumer needs and wants have been evolving with all the significant innovation particularly happening in this industry. In this new era, mobile phones have been the most important technology adopted in households. Smartphones have become an important component of people’s daily lives in terms of communication. In this highly competitive industry, manufacturers have to strive to design state-of-the-art mobile phones containing the most advanced features to be able to stand out and capture higher market shares. As the competition is wide, organization have to make sure to communicate well the elements making their products distinguish from the market. As a marketing professional, it is important to be familiar with the consumer decision making process. In this way, you will facilitate the marketing funnel when selling your phones.

How is the Consumer Decision Making Process Defined?

The consumer decision making process can be defined by the different stages people have to go through before deciding to purchase a product or service. In order to attract more customers and maximize your organization’s profits, it is crucial to have a good understanding of every single step of this process and not only the sale stage. Indeed, many different factors determine the consumer’s behavior before they move forward with a purchase. Below are the different steps of the consumer decision making process illustrated and the explanation of each stage:

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Need Recognition: This is when a consumer realizes that there is a need requiring a solution.

Information search: At this stage, people are looking for what really fit their needs. Consumers here are looking for information about the different competitor’s offers.

Evaluation of Alternatives: After the consumers pursued research about the products or services that can help them solve their problem, they assess the different options and think about what is best for them.

Purchase Decision: After consumers pursued several research about what is existing in the market, they finally come up with their last decision and proceed with the purchase.

 Post-Purchase Evaluation: At this stage, the consumer analyzes the purchase decision and determine how delighted he/she is after buying the product or service.

Consumer Decision Process Insight in the Phone Industry

As the mobile phone industry is constantly innovating, people usually feel the need of changing their phones as theirs become quickly outdated compared to what is existent in the market.

According to the organization Virtuosity specialized in technology solutions (Links to an external site.), many people nowadays feel the need of buying the newest for a status symbol purpose and feel the sense of belonging to a society highly attracted by novelty nowadays. As a result, social influence has been at the center of marketing communications for smartphone companies.

Besides, a study conducted by Mesay Sata (Links to an external site.) found the different elements that consumers are mainly looking before taking the decision to buy a smartphone. Those are the determinant factors influencing the consumer decision making process according to this research: social factors, price, features, brand name, durability and after sales customer service.

As the smartphone market is huge and offers so many alternatives in terms of products offering, consumers are likely looking for a device that has the greatest value for the money they will pay. Indeed, the same research mentioned previously states how price is a main consideration when deciding to purchase a mobile phone. As a marketer, it is very important to distinguish in terms of price-quality benefits of the smartphones you are selling to attract customers in this very dense market.

Furthermore, features have been found to be one of the most important elements that people research when looking for different options according to several research. It is crucial for marketing professionals to focus on communicating the technological characteristics making their smartphones unique. In fact, in the information search stage, people are mainly comparing the different features that several phones offer before deciding which one best fit their needs. As a marketer, make sure to promote and describe well the features of your phones whether it is the screen, camera, bluetooth, battery, speaker etc which are the top-ranked features customers are looking for when searching different alternatives according to the technology organization Engadget. (Links to an external site.)

In this highly competitive market, it is important to develop a powerful branding. In fact, people are significantly looking for smartphones of high quality that have a strong brand reputation. Therefore, having an effective branding strategy is a must as people are likely moving forward with a purchase when the brand is known especially in this industry.

In order to favor a positive post-purchase evaluation, it is important to consider to communicate well the customer service that you have available after the purchase. Knowing that there is an existing customer support will likely reassure consumers at the time of the purchase who will likely have a positive assessment of your brand.

Now that you know the different stages of the consumer decision process, rethink your marketing strategies based on the tips suggested previously. You will be surprised how your understanding of this process will help you develop effective plans to attract more customers and convince them in taking actions by purchasing the smartphones offered by your company. As you will be thinking about the different stages while designing your promotional activities, you will be able to better reach your audience and converting them into valuable customers. As you have a good understanding of this process, you will be a more successful and result-oriented marketer significantly maximizing profit of your company.