Good Buyer Behavior - Stimulus-Response Model: Apple Ipad Purchase Essay Example

Consumer purchase behavior is a stepwise process. The process may not be the same in all cases, a reason for existence of the different product purchase process models. However, there are some unique common features in the buying behavior and purchase process. One product purchase process model is the Stimulus-Response model (SR MODEL). The SR MODEL can be applied in the purchase of Apple Ipad. The model is primed on four interactive buying components while the central factors are identified as the consumer characteristics and buying decision process (Middelton 1994, 104). The model splits a product buying motivator and determinant apart from making emphasis on the significant role the selling company can have on the purchase process through its promotional and communication channels. In buying Apple’s Ipad, it is hypothesized that the buyer decisions would result from the following four elements;
The first step is the stimuli to buy the Apple’s Ipad. The buyer’s recognized need to buy the Apple’s Ipad may be prompted by a stimulus to have a new gadget when grappling with the possible solution to the problems; the buyer may be carried away by Apple’s advert that appeared on a news channel such as CNN. The advertisement and promotion thus stimulate the buyer to acquire the product. For example, a consumer who viewed the promotion would see the products as revolutionary, fashionable and portable with the latest technology.
The next step is the personal as well as the social determinants of consumer behavior. The consumer maybe having some problems with his or her current laptop, prompting a need to replace it. The laptop maybe too big, heavy and not convenient for a given use. The laptop may also not ne fashionable and appealing to his or her social class. The consumer maybe motivated to acquire better and most modern gadget that meets the desires, needs and expectations.
Next, there are some external variables that would influence the buying process. There are various models of Apple’s Ipad. However, the choice of the best model would be determined by the image, confidence that it gives the owner and the cost at the purchase time. During this step, the consumer will carry out information search or the product research (Tsang, Shu-Chun and Ting-Peng, 2004, 67).
The information can be obtained from the Apples’s website, eBay and the technology magazines. The consumer can also make a physical visit to the Apple stores. The consumer can watch promotional videos via YouTube and read online consumer reviews and friends’ views. For example, in the process, a consumer may come across a gadget with Apple A5 processor with varied colors. The consumer will also realize that the iPads come with either Wi-Fi connection only or Wi-Fi & 3G/4G connection. Another iPad is the third-generation model. It has some improvements including higher HD features, stronger MP cameras, and the A5X processor.
Lastly, the consumer will look at the characteristics and features of the product (Kuo, Chi-Ming and Wei-Jaw 2009, 887). The consumer must link the cost and value based on the different products offered. The consumer thus evaluates the various alternatives then makes a buying decision. Such a stage is the most difficult for consumers. They are normally spoilt for choices with a fixed budget. The consumer may finally make a decision to purchase iPad mini-Wi-Fi+4G that is white in color. The iPad sells at a retail price of 660 USD, against a budget of $700. Other than the price, the purchase decision was made after taking other factors into account. The product had an appealing size- 9.7” screen. It has a large storage- 64 GB that is adequate for movies, photos and documents’ storage.

References

Kuo, Y., Chi-Ming W., and Wei-Jaw D. 2009The Relationships among Service Quality,
Perceived Value, Customer Satisfaction, and Post-Purchase Intention in Mobile Value-Added Services. Computers in Human Behavior 25(4).
Middelton, V. 1994. Marketing for Travel and Tourism. London: Butterworth-Heinemann.
Tsang, M., Shu-Chun H, and Ting-Peng L. 2004. Consumer Attitudes toward Mobile
Advertising: An Empirical Study. International Journal of Electronic Commerce 8 (3).