An Investigation into Consumer Behaviour in Response to Marketing Strategies used by Smartphone Organisations

Abstract

Purpose: The aim of the study is to examine and analyse the marketing strategies smartphone organisations use and investigate if it effects the consumers' choice of smartphone through exploring the smartphone environment and identifying the key strategies used therein. Methodology & Approach: This research used a mixed methods approach including an online survey of 131 smartphone consumers primarily in the Lothians and 2 focus groups conducted in Edinburgh and the surrounding areas. Rationale for Research: This research is timely as there have been few recent studies linking consumer behaviour to marketing and smartphones. Additionally, marketers must continually study consumer behaviour and changes therein to know what and how to market their products and services. Key Themes: The key marketing strategies discussed are brand, obsolescence and expeditionary marketing with relevant case studies of Apple and Samsung, the two largest smartphone organisations using these. Outcomes: Several outcomes were concluded from the research which indicate that the main factors were cost, branding and word-of-mouth. Firstly, Brand had a large impact on consumer behaviour in the smartphone industry- especially amongst Apple users. Next, cost has a large impact on consumers when deciding to purchase a smartphone: more so than marketing strategies. Finally, word-of-mouth was found to be the strongest marketing strategy available for use in the research locations and this can have a significant impact on which smartphone the consumer chooses to buy as consumers appear to trust their friends and family more. Key Words: Branding, Consumer Behaviour, Obsolescence, Smartphone.