Consumer Behavior Analysis of Moto X4 Android one

Bus 5112 Marketing Management

Unit 2 Written Assignment

Consumer Behavior Analysis of Moto X4 Android One

Introduction

Moto X4 Android One is thelt Motorola X4 cell phone, on Google's Android One operating system, a core Android version, and provides a unique Google experience.  Key features include,  all-day battery and ultra-fast turbo charging, powerful feature-packed camera, early access to software upgrades, IP68 water resistant, Dual rear camera, ultra-low light selfie cam, precision-crafted glass and metal and snapdragon processor (Moto X4 features, n.d.).

Model of buyer behavior

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Figure -1 : Suggested Buyer-Behavior Model from "Empirical" Specification of a Buyer Behavior Model (Farley & Ring, 1974); Based on this empirical model:

Social setting: Average serious android buyer and the social setting of phone-buying as a group suggestion are typical social settings

Intention: Low-cost core android phone from a reliable brand with reliable network, and delivering core android features in hassle-free manner is the intention of a prospective buyer

Attitude: Young, yuppy, geeky attitude typically defines the attitude of buyer for Moto X4.

Motive: Simple secure high performance, low cost android model built on a reliable hardware, supplemented by optimal network performance provided by google-fi

Price: Priced at level of serious android phone buyer, with a discount thrown in, aligned with core google project-fi service offering

Advertising: Moto X4 is co-branded advertised through digital channels, including google stores

Word of mouth: is the core strength of Project FI service bundled on Moto X4; buyer influence with 2 major brands – google and motorola; forums like REDDIT offer further word-of-mouth influence in buyer decisions on the product

Overt search: Primarily through search mediums including google search

Stimulus ambiguity: The ambiguity generated through classic Apple vs Android, and classic high-end Samsung/One Plus vs Motorola introduces a certain stimulus ambiguity

Confidence: confidence of buyer behavior reflecting in knowing what he/she wants in a phone, matched up with promise in confidence of 2 core brands in the industry.  

Brand comprehension: This is an easy selling point with 2 giants selling this as their offering, provides a key measure of reliability, trust and  quality

Satisfaction: The delivered features on the phone, OS and network service, and the benefits

The typical marketing mix on 4Ps are: Product (40%), Pricing (20%), Promotion (30%), and Placement (10%) for this kind of product, as bundling through ProjectFi reflects the core strength of this product line, thus modelling consumer behavior like above.

Organizational Buyer vs Individual Customer for Moto X4 Android One:

The empirical model of buyer-behavior where it is an influencing of individual customer, and their internal/external decision making, including their social settings play a major role. A model of industrial and institutional buying process helps define an organizational decision-making process of organizational buyer behavior (Webster & Wind, 1972). This process is more hinged upon demography, operating variables, purchasing approaches and situational factors. In case of Moto X4 Android One phone purchase, the organizational buyers moves more towards considering the secure features, in line with organization’s security needs, the maintenance costs associated with a proprietary platform like Android/Motorola, including the purchasing approaches coupled with mass-buying, pricing, ongoing support, modern phone capable of the segment the organization wants to approach. These are radicaly different from the personalization factors, word-of-mouth advertising and form factors that impact an individual buyer’s behavior.

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