Case of the International Student in the University (Research Paper Sample)

Consumer Buying Decisions Smartphone: Case of the International Student in the University
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Introduction
The study of consumer buying decisions helps understand the market and come up with new marketing approaches for a given product. Buying decisions are influenced by different factors such as political, sociological, environmental, legal and political (Sheth, 2009, p. 43). Smart phones form a new generation of phones integrating cell phone, camera, iPod player, e-mail, text messaging, Web browsing, and with new features such as touch screen, voicemail and QWERTY keyboard. The phones have changed people’s lifestyles by improving information sharing and shaping business operations (Lionel & Zheng, 2009, p. 82). The decisions made by consumers of smart phones vary significantly depending on the above factors. This project research will investigate the buying decisions made by the international university student towards smart phone with reference to PESTLE Analysis.
PESTLE Analysis
The PESTLE factors determine the purchase of smart phones by the international students and marketing process. For instance, the economic background, the technological aspect and features of the phone will determine the decisions made by the international student about the smart phone. Through the use of PESTLE Analysis, we can significantly explore the major factors studied by marketers of smart phones and examine how they can sell the product to the international student. It is very significant that organizations consider their marketing environment before the beginning of their selling process (Saren & Malaren, 2005, p. 67). This process should be done continuously. The marketing environment considers the internal, macro, and micro environments. The macro-environment is what forms the following PESTLE factors:
Political Factors: In the marketing process to the international student, the organization should study the influence of the political arena on regulations and the spending abilities of the consumers. Other issues to consider including are the government’s position on ethics, economic policies and control of taxes and business legislation and how they might affect the business (Lionel & Zheng, 2009, p. 109).
Economic Factors: Smartphone's marketers need to study the short and long terms of the economy. When selling the product to the international student, it is necessary to loot at inflation levels, interest rates, and financial projection.
Sociological Factors: When marketing to the international student, it is necessary to explore these factors because socio-cultural issues change from one society to another. Some of the factors to consider here include the behavior of individuals, gender roles, environmental concerns, technology acquisition, and people’s attitudes to new services and foreign products.
Technological Factors: Today, technology has become a very vital element for competition and marketing. Technology is worth considering during marketing to ensure the targeted consumer is supplied with a smartphone (Hoyer & McInnis, 2008, p. 56). For instance, a company might decide to use banners and internet to market its services and products.
Legal Factors: There are different laws in different areas such as health and safety, competition and employment to consider when marketing a given product. Marketers should also re-consider trading policies, and future changes in legislation.
Environmental Factors: These factors are necessary for maintaining environmental integrity. The marketer here considers the consumer attitude to the environment, the recycling considerations and pollution caused by the marketed product (Arnould & Price, 2004, p. 74).
All these considerations by an organization will ensure proper marketing of the smart phone is successfully done thus improving its business.
Data Showing the Factors
Political: From studies, 65 percent of marketers consider the politics of a region crucial in marketing. However, data shows that most of the competitors are also concerned about the regions they market their products depending on political stability and international relations (Brown & Kozinets, 2010, p. 47).
Economic: a survey conducted one year ago shown that 20 percent of students own a smart phone. This has increased to about 36 percent. The majority of the respondents in both surveys own standards cell phones but with more tools and features. However, over 40 percent of respondents in both surveys indicated that they were considering purchasing a Smartphone (O’Grady, 2008, p. 86). This is due to the economic aspects of the economy.
Sociological: Data shows that about 80 percent of international students have their culture influencing their purchasing trends. Some will not purchase smart phones because of religious purposes and the social implications of the phone. About fifteen percent of students show no concern about the smart phones and their socio-cultural backgrounds.
Technology: From studies, majority of students are interested in modern technology and thus are willing to purchase new phones with advanced applications. This has increased the rate of replacement of phones as technology improves. The need to communicate with their relatives and chat has increased the number of students purchasing these smart phones.
Legal: All marketers and consumers of smart phones show concern to the legal aspects. These include business legislation and health policies regarding the use of smart phones.
Environmental: Today the environment is greatly considered whenever producing and marketing new products. Over ninety percent of all manufacturers and marketers of smart phones are concerned about the environment.
Analysis of Competitors in the Market
There are very many competitors of smart phones in the market today. However, the major competitors of these phones include Apple, Nokia, RIM Blackberry, LG Electronics and Motorola. In analyzing these competitors for the last three years, Motorola’s market share of smart phones has dropped significantly for the last three years by 38 percent thus making its business less profitable. On the other hand, Apple’s attention captured much attention at the same period thus increasing its market share by over 16 percent (O’Grady, 2008, p. 58). Since 2008, Apple has steadily been preferred and now it is the leading seller of smartphones.
Nokia, as well, has been gaining ground following its release of superior phones with longer battery life and cheaper pricing strategies compared to Apple. Because of that, Nokia has averaged a constant share in the market of about 33 per cent. Today Nokia and Apple are the two major competitors of the smart phone. LG electronics, Samsung and BlackBerry have not achieved bigger success in marketing their smart phones. However, RIM Blackberry has been preferred by many people but its price reduces the number of pieces sold. Although LG and Samsung have support smart phones, the reduced prices of their phones have raised questions of quality thus leading to lower sales (Campbell & Craig, 2009, p. 139). However, different societies have different interests and flavors for different manufacturers of smart phone...