Consumer BehaviourLewis D’Arcy

Electricity Back in 1752, Mr Ben Franklin conducted a simple experiment involving a kite, a key and a heavy lighting storm.

As a result, much to everyone's disbelief, electricity was discovered.

TimeThe concept of time has been present since the dawn of life, however only after the 19th century was it possible to synchronise time and gain a better understanding of the rhythm of the earth.

Human AbilityAs humans we have the innate ability to create and concur some unbelievable things. We express ourselves in individual ways and for the mass majority we strive to be at the top of our games.

David Beckham’s left foot for example!

David Beckham’s right foot for that matter!

LIFE WATCH

Contemporary Consumer Behaviour Issues• Efficiency• Escapism • Personalisation• Choice• Necessity

Main CompetitorsMain Competitors in “Smartwatch” market1. Apple “iWatch” Smartwatch2. Sony Smartwatch 2/33. Samsung Gear 24. Fit-Bit Force & Charge5. Motorola Moto 3606. LG Life band

Perception Map

Low Price High Price

Low Quality

High Quality

Motorola 360LG Life Band

Sony Smart watch

Fit-Bit Apple Watch

Samsung Gear 1 & 2

Product ExampleApple- smart watch• Is computerised wristband • Can run mobile apps e.g. receive/send a text and play music• Is small size that is easy to attach • Comfortable to wear with the swipe of a finger• Able to check email, purchase an item online etc..• Is convenience, consumers want to be informed and connected • Consumers bill of rights

Learning HierarchyThe learning hierarchy technique is the result of analyses of a learning task. The technique was first developed in 1962. The technique has been reviewed countless times and in almost every test it has passed. These studies show that successful identification of enabling objectives through the learning hierarchy technique is the first step towards successful achievement of a long-term organisational goal.

Experiential Hierarchy"An attitude is initially formed on the basis of a raw emotional reaction” Consumers act on the basis of emotional reactions through a process called emotional cognition, whereby messages which happy people deliver enhance our attitude toward the product making us feel a warmth and a negative delivery will provide less interest. This perspective highlights the idea that intangible product attributes, advertising, brand names, and the environment can help shape our attitudes toward a brand.Emotions also have an impact

• Many studies show that the mood a person is in will affect the way he/she process an advertisement, the likelihood of remembering the ad, and how he/she feels about the product being advertised.

Influencing Consumer Decisions• Deals and offers •Word of mouth and Social Conversation• Bundles and extras• Engaging customers on and offline• Be available at all times

• Fullerton & Punj, 1997 – Undesirable behaviour – some people say they don’t want or like something instantly it plants a seed of doubt.

Potential Problems

• 90% of smartwatch purchases happen in the unconscious, this wont happen unless there is effective advertising

• Brand loyalty towards Apple• Accessing the appropriate target consumer groups • Is the device desirable? • Cost• Negative preconceptions

Segment OneSophisticated, successful, leading and confident people• Highlight the appealing features/ characteristics‐ Schedule planner‐ Email access‐ Connect to cars through Bluetooth‐ Helps run life‐ Saves stress

• For the consumers with no budget‐ Offer luxury/exclusive editions of the product‐ Opportunity to personalise

Segment TwoThe consumers within segment two are young and enthusiastic who often buy impulsively and seek variety.

The watch will be sold through online retailers such as amazon and instore where the audience visits i.e. fashion retailers, gyms and sports venues.

Klener Perkins found the average person checks their phone 150 times a day. 22 for messages, 18 to check the time & 10 for calls.

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