The buying experience is a crucial aspect of marketing. I had an interesting experience when getting my new phone. My previous phone, an iPhone, was running too slow, forcing me to get another one. I had already decided to get another iPhone, although some of my friends had recommended android models. I visited Apple Eastview store in New York to get my new iPhone. I had visited the store before, and I noticed that things had changed. I had anticipated a full store with people everywhere. However, I realized that there was plenty of space when I got to the store. As I purchased my product, I noticed that I had enough room and personalized service.
I focus on my preferred phone size and price as I make my selection. Since I wanted a cheaper and smaller phone, one with a smaller screen, I look around and finally settle on iPhone SE. I notice that the product is almost similar to other iPhones, such as the iPhone 11. The difference between the two is that the latter is costly and has a larger screen and prolonged battery span. I also notice that it has the same processing and water-resistant ability as other expensive phones, and it has my preferred fingerprint sensor ability. The product has a light packaging including headphones, cable, 5W charger, sim ejector tool, and Apple stickers. I notice that although a charger is provided, the phone supports wireless charging.
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I experience no problems during the payment process because the price falls within my budget. My interaction with the salesperson influenced me to get the product from the store. The salesperson took time to describe all features and the functioning of the phone. As such, it made it easy for me when using the phone because every aspect appeared familiar. This phone made me rate the company highly because I had a feeling that the product satisfied my needs fully.
Key Consumer Insight
My experience is almost similar to that of other consumers. Companies can only understand the buying experience from the consumers’ perspective. In this case, most consumers agree that the phone is cheaper compared to other phones with similar features. Although the phone has one camera, most consumers argue that the camera quality is outstanding for such a cheap phone. My experience during the purchasing period helps me understand the perception of consumers. In my case, getting an iPhone SE at that price was a significant upgrade. Moreover, my interaction with the salesperson contributed to my decision to get out of that store with a phone. The salesperson was patient with me explaining every tiny detail of the phone. Furthermore, the fact that Apple decided to limit the number visiting the store also contributed to my one-to-one personalized experience with the product and salesperson before purchasing.
Majority of consumers settle on particular products once they are convinced that the product will serve them and satisfy their needs. They search for information about the product then evaluate different available options (Tanner & Raymond, 2015). They then use the product after purchasing it to evaluate it further. The key to understanding this experience is to understand consumer behavior and the process of making purchasing decisions.
Recommendation for Marketing
As aforementioned, buying experience is important because it involves buyers’ perception when buying a product from a particular market. Companies need to consider the buying experience first before working on the revenue. The buying experience includes the buying process, consumers’ perspectives, and the total experience, including consumers’ psychology and product reviews. The paper recommends that Apple should consider using the marketing mix (4Ps) model to enhance and consumer experience and satisfaction. As such, to improve this product, Apple should consider improving the physical outlook by making the screen full size like other iPhone models. Moreover, the company should also consider including the Night Mode feature to make it easier for consumers to take photos in dark environments or during nighttime. The company should also consider reducing the cost of increasing the storage space to encourage more people with small budgets to purchase this phone. Currently, it costs about $50 to double the storage space (Guy, 2020). These additional features to the iPhone SE or other subsequent iPhone models will appeal to the target audience and entice potential customer base.
The paper suggests that the company should settle on the right price for the iPhone SE. Although the phone is a second-generation model, it offers a high-end experience because of its improved features. As such, Apple should consider reducing the price slightly to attract new customers, especially those who wish to switch from android but have small budgets.
The paper proposes that Apple should use clear messages when communicating about this product. Since the product was launched in April 2020 during a pandemic, most people may not be aware of its features (Guy, 2020). The company should consider advertising it through mobile apps since most Apple consumers are techno-savvy.
The paper also recommends that the company should consider both online and physical stores when distributing this product. Currently, a majority of companies have closed down some or all their physical stores, making it difficult for consumers to have a personalized experience with products before purchasing them. Since Apple also closed down some of its stores, it should consider working with known wholesalers with a broader distribution channel to reach a large customer base.
References
Guy, N. (2020, May 12). Which iPhone should I get? New York Times .
Tanner, J., & Raymond, M. A. (2015). Principles of Marketing . Minneapolis: University of Minnesota Libraries .
