MGT 600 ASSIGNMENT 1A – (For submission) Deliverable Length: 2 – 3 pages in MS Word Describe a situation in your business or personal life that required research. You also may describe a current...

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Introduction
The report is focused on delivering research in major purchase decision. The description
provided is on a current situation of purchase decision made in buying the latest product released
by Apple that is I Phone 5.
Overall Situation
Consumer behavior is the process of deciding what to buy and what not to buy from the variety
available in the market. However, according to Schiffman and Kanuk the buying behavior of
customers has dramatically changed since the past few decades. Purchasing now depends upon
evaluation, products or service selection depending upon the need and efficiency of cost in
accordance to the need of the product.
The reference of buying behavior to the customer is important for analysis from an
organization’s point of view because:
 Reaction of the customers to the marketing strategy of an organization has a great impact
on the success
 Concept in marketing assert that organization’s have to deliver marketing mix in order to
satisfy customers and so, analysis on what they want, where, when and how they want
has to be considered (Raisi et al 2008)
 How consumers will react to marketing strategies can only be depicted by marketers
The importance behind purchase decisions and the factors influencing the buying behavior has
led towards the formation of this essay. This essay explains the purchase decisions of customers
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while buying using examples from real life experiences and then developing theories from the
same.
Principle Problem
As I heard the news of an upcoming I Pad release, I decided to analyze the buying decision of a
consumer typically of an interesting new device of such kind which focused my views on it. The
process consisted of 5 stages including the following:
 Recognizing the need
 Searching the information
 Alternatives being evaluated
 Decision of purchase
 Purchase behavior before buying (Mowen et al 2009)
The biggest hurdle in my buying process came while evaluating alternatives. The brand name of
apple is defined clearly and it is a brand which is purely recognized. As Apple recognized that
some of its products had failed recently, Apple has taken the reasons behind those failures to act
as a guide and introduce the successors of their previous products by combining the errors
together presenting towards the customers something which will be a success. The products
which Apple offers its customers are all interesting and they are not completely different...