Preview

Consumer Behaviour: Consumers Perception of Blackberry Phones

Best Essays
Open Document
Open Document
5843 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Consumer Behaviour: Consumers Perception of Blackberry Phones
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 KASIDOKOSTAS 13534381
GREGORY ZAKHAROV 13556886 WORD COUNT: 3856

Index

Executive summary 3
Introduction 4
Objectives 6
Research Methodology 8
Research Analysis and Findings 9 Decision Making Process 9 Means-end Chain model 13 Fishbein Model 15 Attitude Theory Model 17
Conclusion 19
Marketing Recommendations 20
References 22
Appendices 27
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


References: Ahonen, T., Moore, A. (2005). Communities Dominate Brands Business and marketing challenges for the 21st century Future Text, pg 230-242 Arthur, C. (2011). How Android swallowed the UK smartphone market in 18 months. The Guardian. [Online] Available at: http://www.guardian.co.uk/technology/2011/oct/31/android-uk-smartphone-growth?INTCMP=SRCH Brady, D., Miller, H. (2010). RIM 's Blackberry: Failure to Communicate. BusinessWeek. [Online] Available at: http://www.businessweek.com/magazine/content/10_42/b4199076785733.htm Baker, R. (2011). BlackBerry’s brand reputation plummets. Marketing Week, United Kingdom. [Online] Available at: http://www.marketingweek.co.uk/sectors/telecoms-and-it/blackberry%E2%80%99s-brand-reputation-plummets/3030999.article Dvorak, P., Weinberg, S. (2011). Misfires in Marketing at BlackBerry. The Wall Street Journal. Europe Edition. [Online] Available at: http://online.wsj.com/article/SB10001424052702303339904576406062012367334.html Gutman. (1982). “A means-end chain model based on consumer categorization processes.” Journal of marketing. pp 60-72. [Journal] Hawkins, D.I., Mothersbaugh, D.L (2010) Hill, S. (2011). Time for a Fire Sale at RIM? [Online] Available at: http://www.brighthub.com/mobile/blackberry-platform/articles/124405.aspx Hawkins, I., Best, R. J., Coney, K.A. (1983). Consumer Behavior: Implications for Marketing Strategy. Plano, Texas: Business Publications Inc. [Book] Kotler, P Lucas, S. (2011). Has the iPhone Replaced the BlackBerry as Business Users Choice? [Online] Available at: http://www.brighthub.com/mobile/iphone/articles/73669.aspx Malhotra, N.K., Birks, D.F. (2006). Marketing Research: an applied approach. Second European Edition. Harlow: Pearson Education Limited. [Book] Mowen, J.C., Minor, M McMillan, R. (2011). RIM, BlackBerry, and The Outage That Dare Not Speak Its Name, Wired Enterprise. [Online] Available at: http://www.wired.com/wiredenterprise/2011/10/rim-blackberry-outage/ Olsen, C., Reynolds, T. (2001). Understanding Consumer Decision Making: The Means-End approach to marketing and advertising strategy. Mahwah, New Jersey: Lawrence Erlbaum Associates. [Book] Pepitone, J Petty, R.E., Wegener, D.T., Fabriger, L.R. (1997). “Attitudes and Attitude change.” Annual Review of psychology 48, pp. 609-38. [Book] Ruth., J.A Schiffman, Leon G., Kanuk, L.L. (1997). Consumer Behavior. 10th Edition.Upper Saddle River, New Jersey: Prentice Hall. [Book] Stone, M Sage, S. (2011). Windows Phone to Beat iPhone, Blackberry Market Share by 2015. [Online] Available at: http://www.intomobile.com/2011/03/29/idc-forcasts-android-to-grab-45-smartphone-market-share-by-2015/ Tofel, K.C. (2010). Android Sales Overtake iPhone in the U.S. [Online] Available at: http://gigaom.com/2010/08/02/android-sales-overtake-iphone-in-the-u-s/ Wanke, M., Bohner, G., Jurowitsch, A. (1997). “There Are Many Reasons to Drive a BMW.” Journal of Consumer Research, pp. 170-77. Warren, C. (2011). Android, Blackberry & iOS Tied for US Market Share [STATS]. [Online] Available at: http://mashable.com/2011/02/01/nielsen-smartphone-marketshare/ Appendix 2: Worldwide Smartphone Operating System Market Share (2011) 29 Appendix 3: Measuring Blackberry’s brand index 30
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    blackberry SWOT analysis

    • 3460 Words
    • 12 Pages

    blackberry SWOT analysis

    In a market where Blackberry plays the lead role , Iphone and android intervene in the game . In just a short span of time , the throne where once owned by Blackberry was stolen by Iphone and Android as its dominate the market From a world leader in smartphones to a company struggling to survive ,where did Blackberry go wrong ? How did they did blew it ? .…

    • 3460 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Research In Motion Limited Case Analysis
    • 5572 Words
    • 23 Pages

    Research In Motion Limited Case Analysis

    With the increasing competition in the telecommunication industry and the development of smartphone technologies, more and more corporations enter into the mobile phone industry. RIM Ltd. is now in a dilemma of how to attract customers and recapture the market share to be the best one in the cell phone…

    • 5572 Words
    • 23 Pages
    Powerful Essays
    Read More
  • Good Essays

    Blackberry Marketing Research
    • 499 Words
    • 2 Pages

    Blackberry Marketing Research

    Since its launching in 2002, Blackberry has been targeted to business professionals who focus mostly on push e-mail and calendar features. Blackberry is not priced or developed for every day cellular users and 66 percent of its annual sales go to corporate users. The phone is preloaded with the mobile version of Microsoft Office that is able to edit documents directly on the device. So some large enterprises even provide Blackberry to its executive officers as an internal communication device in order to receive and send corporate emails anytime, anywhere.…

    • 499 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Critical Analysis Paper
    • 785 Words
    • 3 Pages

    Critical Analysis Paper

    A particular reason of the sales declining is BlackBerry cannot satisfy enough to the market and product demand for customers. Sales declining imply to revenues declining. BlackBerry recognized most phone’s revenue is from the older models, which means the new phones are not much attract to customers. Ian Austen (2013) noted that BlackBerry could soon be leaving the business of making phones—leaving fewer options for a vocal minority still committed to phones with its once popular physical keyboard. (para. 1) BlackBerry usually produces the keyboard models, but with people’s pursuit on phone, most smartphone users prefer to use touch-screen models instead of the physical keyboards. Keyboard was one of a special characteristic of BlackBerry, eventually, that become an obstacle for its evolution.…

    • 785 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Marketing Strategy of Bud Light
    • 3673 Words
    • 15 Pages

    Marketing Strategy of Bud Light

    Peter, Paul J., Olson, Jerry C. and Grunert, Klaus G.: Consumer Behaviour and Marketing Strategy (1999), McGraw-Hill…

    • 3673 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Research in Motion (Blackberry) Case
    • 1501 Words
    • 7 Pages

    Research in Motion (Blackberry) Case

    curity and essential business features. BlackBerry was the most reliable, secure and efficient communication device. By 2003, RIM was the innovation leader in the smartphone category, providing consumers with a no-frills way to surf and email. It was the perfect communication device, with its software and hardware made by RIM itself. By partnering with many global networks, BlackBerry made itself available to business customers everywhere. After its first mass marketing campaign in 2008, subscription skyrocketed, with the BlackBerry as the new “cool” gadget. BlackBerry has tried to keep up with the competition and add more consumers than business customers by giving their phones multimedia capabilities as well as adding models with touch screens and offering BB Messenger, but now it finds itself struggling to gain ground against Apple and Samsung.…

    • 1501 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Good Essays

    Qnt 561 Week 2: Rim Research Questions And Answers
    • 1026 Words
    • 5 Pages

    Qnt 561 Week 2: Rim Research Questions And Answers

    Team A provides a research plan for BlackBerry Limited (BBRY) to determine the cause for decline in revenue. Reevaluation of the research questions are addressed, resulting in increased opportunity for concise and earnest data responses from respondents relating to BBRY’s products. The population and samples for the research are identified, describing the type of respondents who will be selected and how he or she will be accessed. The data collection process is presented, in addition to a depiction of the survey format and basic content to be assembled. The distribution of the survey is identified as well as the collection process. Each aforementioned item will contribute to the compilation of a survey to obtain data for insight regarding the decline in revenue, providing data for potential redirection in BBRY’s strategic planning.…

    • 1026 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    Critical Analysis Blackberry 1

    • 730 Words
    • 2 Pages

    Critical Analysis Blackberry 1

    External market size and growth has been a root cause of Blackberry’s revenue problems. Blackberry’s global market share declined to 5% in 2012 from 20% in 2009 (Palenchar, 2013). Blackberry lost four million subscribers in the last quarter, bringing total subscribers to 72 million (Connors, 2013). This happened primarily because Blackberry is falling to woo customers with its products. For example, Blackberry introduced the new Z10 smartphone, but instead of selling satisfying numbers of the new Z10 smartphones, Blackberry sold 3.7 million of its old cellphone inventories. The cost of producing the Z10 is not covered with the revenue Blackberry is producing. Another factor is the lack of innovation at Blackberry (Hessman, 2013). Blackberry is losing revenue because it cannot keep pace with innovators and competitors such as Apple, Google, and Samsung. From the start, Blackberry had trouble adjusting to market (Hessman, 2013). When Apple introduced the iPhone in 2007, Blackberry knew that Apple’s new phone is innovating, but Blackberry failed to change itself to adjust to the market accordingly. Blackberry was not willing to take risk and today it faces the same problem. Since there is no innovation at Blackberry, customers…

    • 730 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Blackberry Swot
    • 1230 Words
    • 5 Pages

    Blackberry Swot

    Prior to 2002 the BlackBerry was simply a two-way pager with a thumb keyboard attached to it. With the introduction of the 5000 and 6000 series BlackBerry, the abilities began to expand with the introduction of Java and the ability to transmit email. With the 7000 series came the integration of a full color screen, making web browsing a more enhanced experience. Followed by the introduction of the 7100 series, this is where the company began to market to the general consumer rather than just the business professional. Then, with the 8000 series, the market for the general consumer was cemented with the addition of features such as Wi-Fi capabilities, built in cameras, and memory expansion options. With today 's 9000 series phones RIM has expanded the Blackberries capabilities with the addition of full HTML support for web pages, the ability to receive RSS feeds, and many enhanced online social networking capabilities (Vercillo, n.d.). With this history of innovation behind it, a SWOT analysis of this product may help us to see what the future holds in store.…

    • 1230 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Research In Motion: RIM
    • 1847 Words
    • 8 Pages

    Research In Motion: RIM

    If there 's any overarching cause for BlackBerry 's woes, it 's that the company neither anticipated nor responded quickly to the threats posed by Android and the iPhone. As it was revealed in an interview with former co-CEO Mike Lazaridis by The Globe and Mail, the 2007-era iPhone was a complete break from what the Waterloo firm knew. BlackBerry was focused on efficiency, keyboards and security; Apple devoted its attention to broadly appealing concepts like performance and ease of use. Even if BlackBerry 's criticism of the iPhone at the time was marketing bluster, as Lazaridis now suggests, it still reflects a company that wasn 't taking its competition as seriously as it should have. Despite having an initial edge in the corporate world, BlackBerry was facing an uphill battle when trying to court a wider audience that didn 't care about encrypted email or network bandwidth. The marketing strategy failed RIM as well, from early on, RIM concentrated on its sales and marketing efforts on corporate customers, not consumers. RIM failed to adapt, to new challenges and…

    • 1847 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Rim-Case-Study-1-
    • 1978 Words
    • 8 Pages

    Rim-Case-Study-1-

    Hempel, J. (2009). Smart Phone Wars- Blackberry’s plan to win. CNN Money. Retrieved October 11, 2009 from: http://money.cnn.com/2009/08/12/technology/blackberry_research_in_motion.fortune/index.htm…

    • 1978 Words
    • 8 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Rim and Its Acquisition
    • 2605 Words
    • 11 Pages

    Rim and Its Acquisition

    Research in Motion Limited (RIM), trading as BlackBerry, was “a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market. Immediacy, security and ease-of-use were its pillar of competitive strategies. In early 2002, RIM and Hong Kong-based Hutchison Whampoa announced the commercial launch of BlackBerry operating in Hong Kong. To date, RIM’s development tendency focused on expanding the global reach of the BlackBerry solution, especially into the rapidly growing Asian markets where no such solution yet existed. In term of its products (exhibit 1), the best-known and most profitable product was its Blackberry wireless solution, and another 45% of its revenue mix came from RIM wireless handhelds, software development tools and embedded wireless technologies. To date, RIM’s target customer had been focused on enterprises, not individuals.…

    • 2605 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Good Essays

    Rim Porters 5 Forces
    • 583 Words
    • 3 Pages

    Rim Porters 5 Forces

    Research in Motion was the first company to launch the revolutionizing smartphone in 1999. Their first real competitor emerged in 2008 when Apple launched the iPhone. They have had little threat of substitute products in the past (other than the significantly inferior standard cell phones, which were targeted towards very different market segments). Since Apple’s launch, the threat of substitute products has skyrocketed, and continues to grow with the recent launch of Android. Android is a reasonably cheaper product, with similar attributes. Apple, however, also has similar attributes, but is often considered a superior product. This sets Blackberry in the middle of the road in terms of price and quality.…

    • 583 Words
    • 3 Pages
    Good Essays
    Read More
  • Better Essays

    Product Development Plan for Iphone
    • 2352 Words
    • 10 Pages

    Product Development Plan for Iphone

    Coursework is receipted on the understanding that it is the student 's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University 's Regulations regarding Cheating and Plagiarism.…

    • 2352 Words
    • 10 Pages
    Better Essays
    Read More
  • Better Essays

    The Tablet Computer Market: Demand, Structure, and Competition
    • 2481 Words
    • 10 Pages

    The Tablet Computer Market: Demand, Structure, and Competition

    Sloman, J., Hinde, K. & Garratt, D. (2010) Economics for Business. 5th ed, Essex: FT Prentice Hill…

    • 2481 Words
    • 10 Pages
    Better Essays
    Read More

Related Topics