Consumer Behaviour: Consumers Perception of Blackberry Phones

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BUYER BEHAVIOUR
MODULE CODE: 4MAM7A41 MODULE LEADER: FRANK AUTON GROUP COURSEWORK ASSIGNMENT
“INVESTIGATING THE BLACKBERRY MARKET SHARE DECLINE”

CHERRY NAIR 135803821
DESPINA LAZAROGLOU-BRIANI 13501130
FATIHI AGBAJE 13204792
DIMITRIS KASIDOKOSTAS13534381
GREGORY ZAKHAROV 13556886

WORD COUNT: 3856

Index

Executive summary3
Introduction4
Objectives6
Research Methodology8
Research Analysis and Findings9
Decision Making Process9
Means-end Chain model13
Fishbein Model15
Attitude Theory Model17
Conclusion19
Marketing Recommendations20
References 22
Appendices27
Self Assessment 43

Executive Summary
In spite of being a pioneer and achieving phenomenal success in the smart phone market, RIM’s Blackberry has been losing market share at a steady and alarming rate since Q4 of 2009, its brand reputation and brand loyalty have suffered due to its lack of innovation and the inability to compete with trendy features of competitive brands. The purpose of this report is to critically analyze the reasons for the falling sales of the Blackberry smart phones and determine if the downward sales arc can be reversed and how? It was noted that the study of the following buyer behaviour models were crucial for answering the research objective questions: * Decision-Making Process

* Fishbein Model
* Attitude Theory Models
* Means-End Chain Theory
The research was conducted by studying secondary data, conducting a focus group and us e of a survey questionnaire. After research, we maintain that for Blackberry; which can be placed as far down as the instrumental value stage of the Means End Chain model, sales figures can be turned around. Our recommendations would be that; Blackberry emphasise its strengths: the excellent social networking of the BBM, push e-mail facility and its security system to add to its competitive advantage. To overcome its poor brand reputation and create brand loyalty it must introduce effective advertising as well as pay attention to satisfaction of customer needs, also introduce cutting edge technology to cover a segment untouched by competitors.

Introduction
In the last few years the mobile smart phone industry has evolved from focusing merely on physical attributes into focusing on social and psychosocial values resulting in cognitive and effectual reasons for consumers purchase. According to Solomon et al., (2010), “Consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose products, services, ideas or experiences to satisfy their needs and desires.” Bearing that in mind we will be looking over the process that led to the exponential rise of Blackberry smart phones sales as well as what has led to their recent decline in consumption, leading RIM the corporation behind Blackberry to forecast a decline in turnover for the first time in nine years. The Canadian company Research In Motion (RIM), started its operations for Blackberry smart phones in 1999. Blackberry smart phones prove to be useful as a personal digital assistant as well as a portable media player with functions of e-mail and easy use of internet for which they are renowned worldwide. It is also the pioneer in developing the ‘Blackberry Messenger service’; a free of charge instant messenger. Even though at the beginning Blackberry devices were used mostly by corporate professionals, the creation of the Blackberry Messenger, a tool that is used mostly for social networking purposes gave the opportunity to the company to enter a much wider market that involved mostly students and...
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