Consumer Behaviour in the UK tablet computer market
Consumer behaviour is a complicated and diverse area of study. Since marketing is based on identifying, anticipating and providing customer needs it is important to understand them. There are two predominant types of buying: consumer buying, which consists of buying products for personal use, and organisational buying, which involves buying for organisational purposes. Consumer buying behaviour is defined as the buying behaviour of final consumers, individuals and households who purchase goods and services for personal consumption (Kotler, 2001: 858).
It overviews external market environment as well as socio-cultural ...view middle of the document...
Our culture determines the overall priorities we attach to different activities and products, and it also helps to decide whether specific products will make it. (Solomon, 2011:568)
The relationship between consumer behaviour and culture is a two-way street. On one hand, consumers are more likely to embrace products and services that resonate with culture priorities at any given time. On the other hand, it’s worthwhile for us to understand which products do get accepted because this knowledge provides a window into the dominant cultural ideals of that period. (Solomon, 2011:568)
In our days the custom of using mobile devices in various social environments and situations is becoming increasingly acceptable.
Our way of viewing communication and different mediums of it is fundamentally changing.
A mobile phone has become a permanent fixture of our lives and it affords us the ease and convenience of communication and information access.
The cultural shift to a 24/7 world is placing us in a situation which is as challenging as it is convenient. The idea of “private time” had become indistinct as we become increasingly expected to be reachable at all times, since a mobile device is attached to a person rather than a particular place, like home of office.
As technology advances and computing has become ever more “mobile” with the emergence of various computer tablets the same can be said about our ability to access information any time, any place. We are expected to be “informed”, disregarding which cultural segment or social class we identify with. In each respective peer group a child is expected to be familiar with the latest games; teenager – with practically “real-time” happenings in the life of their social circle via social media, student – with latest available research in the chosen field and businessman – with the latest relevant data.
This highlights the importance of considering subcultures when conducting any marketing research.
For example, the mobile technology phenomenon is not only limited to adults. These days it is becoming fairly common for school students have their own computer tablet, gym instructors using one to follow a program while they communicate with a client, housewives to read a recipe of a tablet while preparing family dinner.
Neither usage of computer tablet is restricted to a particular social class: as companies employ different pricing strategies while targeting a number of marker segments and our need for information access “on the go” increases – mobile computing devices become firstly desired and secondly accessible to representatives of different social classes.
A reference group is “an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behaviour”
(C. Whan Park and V. Parker Lessing, “Students and Housewives: Differences in Susceptibility to Reference Group Influence”,...