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Product Description
I bought the iPhone 5 recently. The smartphone has enjoyed unprecedented success both locally and globally. The iPhone 5 has superior features to its predecessors. Every customer wants a superior and quality product (Kotler & Keller, 2011). The user can download different applications and games from the internet. The ultra-slim design of the iPhone 5 makes it powerful and admirable. The owner can use this smartphone to do very many things. This powerful smartphone fulfills the needs of every user. The phone’s capabilities make it admirable.
Why I Purchased the Product
The iPhone 5 is irresistible. Every student requires a smartphone to download and upload documents. The iPhone 5 can be helpful throughout the learning process. I bought the phone for two reasons. The first one was to use it for personal communication and browsing. The user can also download music and movies. The phone has many applications and functions. I also acquired the device because of social influence (Kotler & Keller, 2011). Many people in my life are using different smartphones. These mobile devices have extraordinary applications and features. Some of these people include my relatives, friends, and schoolmates. Having a smartphone is a common practice in this country.
Applying Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs theory explains why human beings work hard to satisfy their needs. Every individual will “work hard to fulfill the next need after achieving the first one” (Kotler & Keller, 2011, p. 163). The first needs are psychological in nature. These needs include shelter, water, and food (Kotler & Keller, 2011). The other needs include protection and security. The third needs are social in nature. Every person is looking for love. This is an important need in every person’s life. The next need is self-esteem. The final one is self-actualization. According to this theory, I purchased the iPhone 5 to fulfill my social needs. I also wanted to be part of society. The above scenario explains why this mobile device did not fulfill my safety needs. I also bought a smartphone to improve my self-esteem.
Brand Personality
Brand personality is the perception of a specific service or product. Human beings attribute certain traits to every product in the market. Every brand has its unique aspects or qualities. These traits determine the personality of the brand. The iPhone 5 is a competent and sophisticated product. The mobile device is “reliable, successful and intelligent” (Kotler & Keller, 2011, p. 160). The product also fulfills the expectations of the upper class. This explains why the iPhone has succeeded in the global market.
Decision-Making Process: Five-Stage Model
Many consumers follow “the five-stage model before buying a given service or product” (Kotler & Keller, 2011, p. 167). These five stages include:
- Problem recognition
- Information search
- Evaluation of options
- Purchase decision
- Post-purchase behavior
The first approach was to recognize my problem. I needed a powerful smartphone that could help me in different ways. The next stage was to gather the best information about every smartphone in the market. I used this stage to explore the features and prices of every smartphone. The third approach was to evaluate every alternative. I decided to acquire the iPhone 5 because it would address my problem. I ignored the other smartphones in the market. I have liked the device because of its superior features and capabilities.
Reference List
Kotler, P., & Keller, K. (2011). Marketing Management. New Jersey: Pearson Education.
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