Overseas Student Smartphone Brand Preference

Mobile Smart Phones – A BlackBerry Culture: an investigation on Retention and Branding – a case-study

In America all you hear about are top brands and how you can’t find anywhere else. This brand is better than that brand, or there is no brand like it. Throughout the years marketing has begun to change the way companies sell their products. They make you believe you can’t live without it, and with it your life will change for the better. They encourage idolizing people who have enough money to use it on top brand accessories only to realize that maybe you should start buying more high brand items so maybe people would look up to you.

National brands benefit from brand equity and image through their extensive advertising and brand image. Marketing activities can influence the brand image however through pricing and promotions, jingles, slogans and 14 much more. The lower prices of store brands can either be viewed as a competitive advantage or ultimately be associated with lower quality. Brand Loyalty and Store loyalty have an influence on brand purchase choice. Many consumers have loyalty towards certain brands or products and this can be down to their habits and therefore tend to make habitual purchases i.e. purchasing what they always have. Previous research also states that store image also has a major influence on the purchasing behavior of consumers stating that if a store has a nice image and atmosphere then consumers will purchase more of their store brands. Research has also indicated that packaging can be a major influence in purchasing decisions especially at point of purchase and that many store brands try to mimic the packaging of national

The iPhone has significantly changed the way consumers purchase brands; it has enabled them to rely on the company behind the phone making the customer ‘ Brand sensitive’. According to Arvidison (2006) the rise of brands did not only target the consumption of brand culture but it also took in the ‘ world of make’. In the early 80s companies discovered the term ‘ organizational identity’ as a way to direct and adapt a style of command, however, it became important for companies to sell their ‘values and goals to employees, to make them

Customers will remain loyal based on the innovation and quality of the product. The distribution and advertising of the brand was also further investigated as well as consumer confidence.

Brand is a term that enables the pubic to easily identify a certain company, their offerings in term of goods and product. It is the image that a certain company produces to the public. Brand is a set of expectations, memories, stories and relationship that engaged together, for a consumer’s choice to choose a product or service.

The aim of this research was to investigate which is the best smart phone brand between Blackberry and Iphone by measuring the effectiveness of both marketing mix; Product, Price, Place and Promotions. A theoretical framework has been constructed and the group chose to conduct an online survey; using the website that enables users to create their own web-survey, in order to acquire the needed data for this research. The results indicate that the best smart phone so far is Blackberry because their company marketing mixes have been greatly positioned in the people’s mind and preferences. The marketing mix is a business tools in marketing product. The marketing mix is often crucial when determining a product or brand’s

Dawar, N. and Parker, P. (1994), 'Marketing universals: consumers' use of brand name, price, physical appearance, and retailer reputation as signals of product quality", Journal of Marketing, Vol.58No. 2, pp. 81-95.

Research shows that the brand experience is the dominant variable in the psychology of consumer perception. Consumers want to believe that the brand is much more than a logo or symbol their cognitive faculties allow the brand personality to become an extension of the way they view themselves and want the world to view them. For example, Starbucks is much more than a brand of coffee: it is an experience of belonging to

In a highly competitive world, with so many choices for consumers is of vital importance for the companies develop their brand, something that identifies them and differentiate among others, and when customers buy their product they receive more than just a product. Such is the case of Apple, where many people know the real cost of producing an iPhone, however they are willing to pay the price for what the brand represents for them.

IMC 2 IMC Strategies for Building Brands Part 1 Situational analysis Situational analysis eludes gathering of techniques that supervisors utilize to investigate an association 's inner and outside environment to comprehend the association 's capacities, clients and business environment. Strengths of iPhone 5 The iPhone 5 may not look all that not quite the same as past eras, but rather it has a famous look and (what seems, by all accounts, to be) first rate development. The glass and metallic materials utilized give it a high-class and advanced look that puts a large number of today 's cell phone outlines to disgrace. The iPhone 5 has

Brand loyalty is one of the hottest subjects in marketing today. Customer’s brand loyalty play an significant role in company’s development. There are a range of definitions of this term, but in this essay ‘brand loyalty’ refers to people being willing to buy products from the same manufacturer repeatedly rather than from other suppliers. More and more companies are tried to investing in optimizing the benefits of their brand externally and internally. Various researchers (Ballester and Aleman, 1999) refer that brand loyalty generates benefits like substantial entry barriers to competitors, better ability to respond to competitive threats, greater sales and revenues and the customers’ lower sensitivity to marketing efforts of competitors. The purpose of this essay is to help the entrepreneur to explore which factor can have important influence for customer’s brand loyalty. Clearly a study of this type is inevitably restricted by various constrains. Because customer’s brand loyalty has been influenced by many factors we can not illustrate all of them. The essay is structured as follows. The first section presents an example on the highly successful Apple company, analyzing the company’s approaches to encourage ‘brand loyalty’ among their customers. The second part focuses on factors distinguish which factors can have a significant influence on customer, make customers to try out products instead of remaining loyalty to brand.

The brands of today are evolving and changing faster than ever. Face to face interaction, sentiment, and loyalty are now less valued by the consumer than they were years ago. We talk about how to gain this loyalty and sentiment later in the report. Technology and e-commerce have changed the values of the consumer and now we value speed, ease, and low prices. The idea of a brand changes with time due many social and economic trends but the effect it has on consumer buying behavior will be researched and noted like it always has been. Our purpose of this exploratory project will be to determine the effect of brand awareness/brand image on consumer buying behavior and loyalty. We will be researching at how effective or ineffective brand

From the above mentioned statistics it is clear to understand that competition among smartphone manufacturing companies is to become fiercer in the near future of the UK telecom markets. This research emphasis on the effects of brand image on the consumer purchasing decision-making process. The two most popular smartphone brands Apple and Samsung have been stipulated to explore brand equity, brand identity and customer consumption values in order to compare different customer purchase behavior.

These products are aimed at individuals with low-earning potential, such as students, but still want a quality product with nice features. The expression level products have additional features not available on the entry-level products such as color displays and changeable face covers so the products are still affordable but the user still feels socially connected. This segment is aimed at users who are more socially involved than the entry-level users and have more discretionary income as well. The active category includes features such as stopwatches and digital compasses for the consumer who is active in sports and fitness (Kerin et al. 2006). Consumers who utilize fall into this market need a product that is tough and durable but still aesthetically pleasing and has quality features. The classic line allows consumers to roam between various global networks (Kerin et al. 2006). These phones are aimed at a more business conscience consumer who must stay connected at all times. The fashion segment includes phones for people who wish to "show off." The 7000 series of phones allows consumers to have a device with unique styling and materials that allow the owner to communicate their individual sense of style (Kerin et al. 2006). Finally, the premium line of mobile phones appeal to consumers who want a distinctive and elegant design and want the phone to be functional as well