CONSUMER’S MARKETING AND
CONSUMER’S BEHAVIOR
INTRODUCTION AND ENVIRONMENT
INTRODUCTION TO CONSUMER BEHAVIOUR
• CONSUMER BEHAVIOUR IS THE STUDY OF HOW INDIVIDUALS MAKE
DECISIONS TO SPEND THEIR MONEY ON PRODUCTS LIKE THE IPHONE.
IT INCLUDES UNDERSTANDING WHAT INFLUENCES THEIR CHOICES,
SUCH AS NEEDS, PREFERENCES, BACKGROUND, CULTURE, AND
ENVIRONMENT.
• UNDERSTANDING CONSUMER BEHAVIOUR HELPS COMPANIES LIKE
APPLE TO DESIGN BETTER PRODUCTS, SET THE RIGHT PRICE, RUN
EFFECTIVE ADVERTISEMENTS, AND BUILD CUSTOMER LOYALTY.
HOW ENVIRONMENT AFFECTS CONSUMER
BEHAVIOUR
(EXAMPLE: IPHONE)
1. ECONOMIC
ENVIRONMENT:
The Iphone Is An Expensive Phone, So
People with High Income Usually Buy It.
When the economy is good and people
have money, iPhone sales increase.
But during tough times like inflation or
job loss, people prefer cheaper phones
like Infinix or Xiaomi.
COMPARISON:
IPhone is costly and bought by rich people. Normal smartphones are affordable and bought by all
income groups.
2. POLITICAL
ENVIRONMENT:
Government Taxes Can Make Iphones
More Expensive.
If two countries have bad relations (like
USA and China), it can affect Apple’s
business.
Import policies and rules also affect the
price and availability of iPhones.
COMPARISON:
Local and Chinese smartphones face fewer political issues, so they are cheaper.
3. TECHNOLOGICAL
ENVIRONMENT:
Apple Always Brings New Technology
Like Face ID, Good Cameras, And Fast
Speed.
People who love new features upgrade
to the latest iPhone quickly.
Comparison:Other smartphones also
add new features, but Apple’s
technology is more advanced and
trusted.
4. CULTURAL
ENVIRONMENT:
In Many Cultures, Owning An Iphone Is
Seen As A Sign Of Success Or Style.
Apple uses different ads in different
countries — privacy in Western countries,
camera in Asian countries.
Comparison:Normal phones are used
for need. iPhones are often bought for
status or image.
5. SOCIAL
ENVIRONMENT:
Friends, Family, And Influencers Affect
What We Buy.
If Many People Around You Have An
Iphone, You May Also Want One.
Social Media Also Plays A Big Role In
Promoting Iphones.
COMPARISON:
Normal smartphones don’t have this level of social pressure or influence.
CONCLUSION:
Many Factors From The Environment Affect How People Decide To
Buy A Product Like The Iphone. Economic Conditions, Politics, New
Technology, Culture, And Social Influence All Play An Important
Role In Consumer Behaviour. People Don’t Just Buy A Phone For Its
Features — They Also Think About Price, Trend, Social Image,
And What Others Are Using. That’s Why Companies Like Apple
Study Consumer Behaviour Carefully To Attract More Customers
And Stay Successful In The Market.
THANKYOU
