|dc.description.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.||