Blackberry and Push E-mail Device

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Synopsis

A Blackberry is a personal communications device developed, distributed, and serviced by Research in Motion (RIM), a Canadian company headquartered in Waterloo, Ontario. A Blackberry can provide email, text messaging, web browsing, and telephone service.

Question 1

Analyze the decision process buyers of a typical push e-mail device go through before purchasing the devices.

Buyer’s decision process consists of five stages: need recognition, information search, evaluation of alternatives, purchase decision and postpurchase behavior. Buyers will go through to this five decision process before purchasing the push e-mail device.

First and foremost, every buyer will recognized their problem and need. In this case, we found that the problem is a device in mobile phone which can help businessman to make their business easily. This means that in field of business they need a device which can help them to do their daily routine easily such as communicate through the phone, e-mail, getting the latest information and others. At this moment, the employer wants and needs the flexibility of having their employees out in the field with the capacity of receiving e-mails and the ability to send them. In conclusion, they need the push e-mail device to make their job easier.

After the consumer considers their problems and needs, they will go to search the information about it. In this stage, the customer is aroused to search for more information. They can obtain information from any of several sources such as personal sources (family, friends, neighbours, and acquaintances), commercial sources (advertising, salespeople, dealer websites, packing, and displays), and public sources (mass media, consumer rating organizations, and internet searches). For example, the consumers can get information from distributors and retailers. Usually, they will find the information about the features, benefits and the style of phone to ensure that it is useful to them. As more information obtain the buyer awareness and knowledge of the available brands and feature increase.

Next, buyers will do evaluation of alternatives. This is the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set. There are many competitors among Blackberry and HTC. Consumers will find other alternative based on styling, operating economy, warranty and price. Consumers will compare the characteristics between the different brands of phone. This step can actually help them to get more information about the product. For example, in the issue of security of the business data, HTC has the backing of Microsoft, which is seen as an advantage. Thus, consumers will evaluating purchase alternatives depends on the individual consumer and the specific buying decision or use careful calculation and logical thinking. Sometimes, consumers make buying decisions on their own, discuss with peers, consumer guides or salespeople for buying advice.

The next step is purchase decision. It means that the buyer’s decision about which brand to purchase. There are two factors which affect the buyer to do decision. The first factor is the attitudes of others. For example, if someone important to say the push e-mail device is important then the chance of buying the devices is higher. The second factor is unexpected situational factors including expected income, expected price and expected product benefit. For example, when the economy of that year is well then the consumers will be more willing to pay at higher price to get it device. Sometimes it also depends on the competitors too. If the close competitor drops its price the consumer will move to the competitor.

The last step is postpurchase behavior. This is the stage of buyer decision process in which the consumers take further action after purchase, based on their satisfaction or dissatisfaction. It has a relationship...
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