The Decision Making Process of Buying a new Phone

I have had the same cell phone for a little over three years now and I’ve been looking at new phones for a few months now. My current I phone 5 has served me well but it has become out dated and I am having problems with the battery. I’ve had problems charging the phone since September and I already purchased a replacement cord, which worked at first but is now proved to be unsuccessful. A new phone is a big purchase for me and I honestly would still keep my I phone 5 if it still worked well. Regardless,

The iPhone 6. My Product choice

I realized that I needed a new phone and I started an information search in October. Buying a phone is a bit of a complex situation because it is not only the model of phone but also the provider and plan you choose to accompany your mobile needs. Initially, I researched the I phone 6 and the Samsung Galaxy edge. Apple is in my evoked set because I use an apple computer and I like being able to sync my apple devices together. It makes my life a little easier. The Samsung Galaxy edge looked pretty cool but I felt unready to switch to an android device.

Because of my brand loyalty and current technology use, I decided that the I phone 6 would be my product choice. I chose this phone because it was sleek, stylish and it was virtually similar to my previous I phone. It operated in a similar way but it had some updated technology such as a finger pad sensor that makes it easier to unlock the phone without typing my password. It is also more secure and I don’t have to worry so much about theft or someone accessing my personal information.

I am generally cheap so I decided to wait until Black Friday to actually purchase the phone. I knew what I was getting for sure in Mid November so I figured waiting for an extra week would pay off and perhaps I might get a better deal. Fortunately for me, I was right. On Black Friday, all the networks and stores were selling I Phone 6’s at a steep discount to liquidate the previous year models. I was able to purchase my Phone for about $150 less at Best Buy by waiting.

I learned a few things from my previous experience purchasing a new phone. I learned not to purchase apple care or an extended store warranty. I always take good care of my electronics and its not commonly mentioned by my phone has a automatic 1 year limited warranty.

McDonalds Reposition to Adapt Brand to Personality, Lifestyle and Values

As a young child, I remember once a week my family and I would splurge on the luxury of dinning out at McDonalds. The iconic Happy Meal always fascinated my sister and me and I think I was more motivated to go for the toy rather than the meal. The fast food giant has been a very good example of changing their brand to adapt to the needs of consumers of every culture.  McDonalds primarily motivates consumers on a basis of the Biological Needs theory meaning that every human needs food to survive. Even a basic theory such as Biological needs can become more complex as societal changes require an evolution in the Fast Food Industry.

McDonalds PlayLand as I remember as a Child

            As a young child, I related well towards the companies marketing tactics towards children. I remember it was a treat going to the McDonalds Play Land and having fun in the coloured ball pit and climbing though tubes and various obstacles. The McDonalds brand however as adapted well towards the changing needs of consumers and the pysopgrahic needs of multiple target markets. Recently, the company has been successful in their worldwide expansion efforts. They now serve India and even have adapted a menu towards the vegetarian demographic of the country. They even removed beef extract from their deep frying oil.

            Fast food generally meets the needs of those with a fast paced life style or those who require more of a convenience need. McDonalds has also been good at delivering a pricing strategy to meet a variety of income earners. In North America, they have a value picks menu with a large selection of items priced $1.89 allowing low-income earners such as students to use their product. In Asia, The Company has adopted a luxury model. In Japan, the McDonald’s operates a full service at the “Restaurant M” with an upscale menu.

New McDonalds design in Rotterdam 

            The Interior’s of most restaurants have also been given a facelift to reflect the new brand. Most restaurants have a crystal bed fireplace, Wi-Fi, and bar stools. The menu has also responded reasonably well towards social needs. The chain was a muse of much controversy when the documentary “Super Size Me” was released. While the nutritional value of fast food is still questionable, McDonalds has responded with new healthier alternatives to meet the needs of health conscious consumers.

            I don’t eat McDonalds every day but I am a huge fan of their McCafé line. When I was working In Sault Ste. Marie ON last summer, they were a McDonalds across the street from my office. I loved being able to get a large coffee and a muffin for under $2 every day and sometimes two times daily. I also like the design of their McCafe cups. I find they keep my coffee warmer for longer and they also have a rewards sticker. I probably have over a dozen free beverages now. I used to have a Starbucks reward card but I loose those frequently and it’s hard to keep track of gift cards and reloading my card periodically. I like the tangible stickers you place on your rewards card. I’m old fashioned but it works well for me.

McDonalds ad responding to Green consumer movement with healthy menu items.

Sources:

http://abcnews.go.com/Business/mcdonalds-high-end-tokyo-sit-pop/story?id=32592353

The Self – Masculinity and Gender Bending

Gillette logo and slogan

I’m generally very frugal with my money and I tend to push my products to the limit. My razors are not exception to the rule. I have been using the same Gillette Pro-Glide razor for 2 ½ years and I’ve only replaced the blades once. Prior to disposing this razor, my skin was rather rough and damaged. Regardless, I am impressed with the durability of the product and Gillette is in my evoked set so I purchased a new Gillette Fusion Ball kit. I must say it has a very smooth shave and it looks sleek and cool with the stainless steel, dark grey and orange. Gillette is a very good example of a product geared towards masculinity and the male consumer. The companies’ slogan is “The best a man can get” which summarizes their market perfectly. I notice that many companies are starting to expand their portfolio to meet the needs of the male consumer. Even brands that is typically feminine in nature. Companies such as Dove and Clinique have launched a product lines for men. These product lines typically have dark grey colours and black shades on their products. It seems that darker colours are starting to associate with masculinity. I think that Clinique’s extension to male skincare products is a great example of a gender-bending product. I think that more gender bending products are becoming practical as metrosexual consumers are becoming more common in today’s marketplace. The term metrosexual came about in 1994 and it applies to men who live in an urban, post industrial and capitalist culture. Since 1994, I think the market segmentation of this demographic has increased significantly.

Clinique Mens product line

Dove for Men