Identifying Sources of Consumer Heterogeneity
Consumer Heterogeneity refers to the fact that every individual is different from each other and various aspects. This means that their responses to stimuli, their individual characteristics, consumer psychology, and decision-making process.
The company chosen for this assignment is an IPad. And, the consumer groups are: children and adults.
IPad is a product that is generally advertised to teenagers and adults. But, it has been popular among all ages. The buying decision process for each consumer varies when taking into account consumer heterogeneity.
For children, the Buying Decision Process for an IPad would be different when compared to others. Children could begin in the Need Recognition Stage …show more content…
The adult would enter the Need Recognition stage by identifying that he or she has a need for a device that would provide entertainment, information, and a very reliable way to stay connected with social networks. Then, he or she would enter the Information Search stage by asking friends and relatives about the product, reading articles, magazines, watching commercials and advertisements online, and by analyzing the internal and external information in general. This include his or her past experiences, culture, environment, and personal factors. After the information search stage, the adult would enter the evaluation of alternatives stage which refers to the collection of data of similar products that compete with the IPad. This stage would enable him or her to make an educated purchase by comparing and analyzing alternatives and it would help him or her select the best product according to the needs and rules. After the Alternative Evaluation stage, the buyer would enter the Purchase stage where he or she would take the decision to purchase the selected item after analyzing all the competing products. Then, the next stage would be the Consumption stage. This stage is where the adult would interacts with the IPad purchased which could create purchase dissonance or purchasing guilt. The next stage would be Post-Consumption Evaluation. This stage is where the adult would evaluate the product according to his or her expectations. In this stage, the consumer evaluates the performance of the IPad by interacting with the product by trying all the features. As a result of the evaluation, the adult could experience satisfaction or dissatisfaction about the purchased product. Finally, after the Post-Consumption Evaluation, the consumer would enter the Divestment. In this stage, the adult would consider the selling or disposing of the IPad after he or she uses the
Consumer Heterogeneity refers to the fact that every individual is different from each other and various aspects. This means that their responses to stimuli, their individual characteristics, consumer psychology, and decision-making process.
The company chosen for this assignment is an IPad. And, the consumer groups are: children and adults.
IPad is a product that is generally advertised to teenagers and adults. But, it has been popular among all ages. The buying decision process for each consumer varies when taking into account consumer heterogeneity.
For children, the Buying Decision Process for an IPad would be different when compared to others. Children could begin in the Need Recognition Stage …show more content…
The adult would enter the Need Recognition stage by identifying that he or she has a need for a device that would provide entertainment, information, and a very reliable way to stay connected with social networks. Then, he or she would enter the Information Search stage by asking friends and relatives about the product, reading articles, magazines, watching commercials and advertisements online, and by analyzing the internal and external information in general. This include his or her past experiences, culture, environment, and personal factors. After the information search stage, the adult would enter the evaluation of alternatives stage which refers to the collection of data of similar products that compete with the IPad. This stage would enable him or her to make an educated purchase by comparing and analyzing alternatives and it would help him or her select the best product according to the needs and rules. After the Alternative Evaluation stage, the buyer would enter the Purchase stage where he or she would take the decision to purchase the selected item after analyzing all the competing products. Then, the next stage would be the Consumption stage. This stage is where the adult would interacts with the IPad purchased which could create purchase dissonance or purchasing guilt. The next stage would be Post-Consumption Evaluation. This stage is where the adult would evaluate the product according to his or her expectations. In this stage, the consumer evaluates the performance of the IPad by interacting with the product by trying all the features. As a result of the evaluation, the adult could experience satisfaction or dissatisfaction about the purchased product. Finally, after the Post-Consumption Evaluation, the consumer would enter the Divestment. In this stage, the adult would consider the selling or disposing of the IPad after he or she uses the