Page 1 of 26

Consumer Behaviour: Consumers Perception of Blackberry Phones

Continues for 25 more pages »
Read full document

Consumer Behaviour: Consumers Perception of Blackberry Phones

Page 1 of 26
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...

Rate this document

What do you think about the quality of this document?

Share this document

Let your classmates know about this document and more at Studymode.com