Consumer Behaviour Essay

Executive SummaryIn this consumer look concession, I apply report formal. Be statuss that, the convergence that has given me the utmostest satisfaction when I purchased is Sony Xperia S, and I had to decide and choose Sony Xperia S this product for my consumer carriage assignment. In this consumer behavior assignment, I have introduced the product history, product background, criterias or features of product and the consumer behavior conjecture that relevant to my purchasing. Meanwhile, I have proposed some picture of Sony Xperia S to make my explanation to a greater extent distinct.Introduction of Sony Xperia S and consumer behavior supposition think with Sony Xperia S and me.1.0 Sony Ericssons HistorySony Ericsson was established by both companies, which argon Sony Corporation and Ericsson, founded in 2001 (Telford, 2008). Lars Magnus Ericsson is the creator and the director of the Ericsson Company, and he is the send-off gear person who mended telegraph equipment and opens telegraph repair workshop in Sweden, founded in 1876. by and by two year, he started worked with his employee to design and manufactured issue the foremost telegraph called electrical speech machine in Ericsson Company (Nilsson, 2001). avocation account 1.1 shows the electrical speech machine. cipher 1.1Japan field is the first base created Sony product. Formerly, all Sony products argon under by Tokyo Tele discourses Engineering Company. In 1958, the name of company was officially changed to Sony Corporation and established in Nihonbashi. In 1968, Sony product was a famous technology product in ball-shaped technology market. Meanwhile, Sony Corporation succeeded as one of the best consumer electronic tags in the world. In 2001 October, Sony Corporation and Ericsson agreed to cooperate and create a Sony Ericsson check address, meanwhile Sony Ericsson alert communications AB was established from 2001 until consecrate. Sony Ericsson C1002S is the first earpiece re leased from Sony Ericsson Mobile communications AB. Following figure 1.2 shows the Sony Ericsson C1002S. common fig 1.2Be subjectface that, Sony Ericsson Mobile communication surmise AB vision statement is to become the communication entertainment gull and mission statement is to provide quality end to end communication services to small and medium sized corporate business (coolpatil, 2010). 2.0 Sony Xperia S BackgroundIn this era, smartphone is a very popular electronic phone for all people, such as Iphone, Sony Xperia, Samsung galaxy, HTC and so on. too that, Sony Ericsson Mobile Communications AB was released and created many incompatible model, dissimilar design, and different specifications of phone. For example, the first propagation Sony Ericsson mobile phone was keypad phone. Next, in back up generation, Sony Ericsson Mobile Communications AB utilisationd Walkman and Cybershot camera combine it together with Sony Ericsson phone and released to consumers. The aid g eneration mobile phone is to attract consumers, who kindreds to lift out photo and wishs hark music or song. Furthermore, in third generation, Sony Ericsson Mobile Communications AB released and manufactured smartphone to consumer like Sony Xperia S. As a result, we endure see Sony Ericsson Mobile Communications AB was created every new phone depend on future generation.3.0 Nature of Sony Xperia SThe product I choose for this assignment is Sony Xperia S. In 5 March 2012, Sony Xperia S was emerging to all coun assay (McCann, 2012). Sony Xperia S is an Android Gingerbread device, which is upgrad fitted to Android ICS. Sony Xperia S just one bare(a) squares, curves, and vogue look external design. Meanwhile, Sony Xperia S possesses the transparent strip below the uncover and display block out of the phone is 4.3- march with Sonys Bravia HD technology simple and it has a resolution of 720 x 1280 pixels and measurement was 128 x 64 x 10.6mm. The weight of Sony Xperia S is 144gr ams and it is only 10.6mm thickness. Furthermore, Sony Xperia S just available two colours, that is black and white (Diangson, 2012 ). Following figure 3.1 shows the introduction of Sony Xperia S.Figure 3.1 subsequently that, figure 3.2 shows Sony Xperia S having a 3.5mm headphone jack and unlock buttons or power on the top. alike that, figure 3.3 shows on the right side having a volume buttons, a dedicated camera button, a HDMI out socket (the cable came in our box) and figure 3.4 shows flap-covered Micro USB on the left side (Savov, 2012). In figure 3.5 shows the front of the phone possesses the front facing 1.3megapixel camera. Moreover, figure 3.6 shows the rear cover possess camera 12-megapixel lens, LED flash light, subsidiary mic, loudspeaker and at the bottom of the phone are present Sony Ericsson logotype (Lavelle, 2012).Figure 3.2 Figure 3.3Figure 3.4 Figure 3.5Figure 3.64.0 The criterias or features of Sony Xperia SThe criteria or features of Sony Xperia S that I matt e up most unanimous are Sony Xperia Ss specification because there are many different types of specification available and inside Sony Xperia S. Which are, PlayStation Certified, high-definition display, HD Video playback, broad camera capture, and android application scheme (Warman, 2012). In this era, I opine most young (especially male), prefer to play telly game with their computer, phone and game consoles. Besides that, Sony Ericsson Mobile Communications AB used and applies PlayStation Certified and install into Sony Xperia S (Bell, 2012).The role of PlayStation Certified inside the Sony Xperia S is showing out the risky HD game display and able to connect to television and enjoy a wide range of games on the big screen. Meanwhile, PlayStation certified in like manner able to receive 3D games and high graphic game like impoverishment for Speed Shift by EA (Bell, 2012). Moreover, PlayStation Certified inside the Sony Xperia S are being a lot of convenient to me, because I can make it more money to buy Play Station 2 or Play Station 3 and CD game. Besides that, I can free download some of game via internet. Following figure 4.1 shows the Sony Xperia S possesses PlayStation Certified.Figure 4.1Besides that, I believe many of consumers same as me prefer high-definition display on their own mobile phone. Meanwhile, Sony Xperia S possesses 342 pixels per inch and 4.3 screen with Mobile BRAVIA Engine to present out the cognitive process of extremely sharp images and HD screen (Savov, 2012). Mobile BRAVIA Engine in addition able to present out more than 16 million colors, in order to the idiot box games, picture or images and goggle box display present more clearly with high performance detail. This Mobile BRAVIA Engine is to fulfill consumers, who like to look to for ultimate visual crispness (Savov, 2012). Meanwhile, I feel that, Sony Xperia Ss screen is clearly than Iphone and Samsung galaxys screen. Following figure 4.2 shows the screen perfo rmance of Mobile BRAVIA Engine. Figure 4.2Furthermore, I am most satisfying in Sony Xperia S HD Video playback, because I like recording video with clear graphics in the celebration of birthday with friends and family or other(a) interesting of event (Lavelle, 2012). When I playback any of the video, it is able to play in HD videos and streaming, because Sony Xperia S possesses HD video recording and can be done at 1080p and 30 fps. Besides that, Sony Xperia S having a great HD Video playback authority having a great deep impression for me (Lavelle, 2012). Following figure 4.3 shows the performance of HD Video playback.Figure 4.3Besides that, I also prefer to use Sony Xperia S to capture any picture and scenery, because Sony Xperia S camera features an impressive 12 MP camera that can take pictures with HD clarity (Lavelle, 2012). aft(prenominal) pictures is taken, Sony Xperia S able to improve the image quality. Sony Xperia S also possesses officious to shoot in short order, i t mean that, Sony Xperia S able to take 2 or 3 picture in one act (Warman, 2012). Furthermore, I were pleasantly surprised during under silky conditions, Sony Xperia Ss Exmor R sensor will automatically focus in bright conditions to capture out a picture still in great clarity (Diangson, 2012 ).Refer to figure 4.4 Sony Xperia Ss camera also possesses special features like a self timer, autofocus, scene recognition and 3D sweep panorama to view picture on the multi-angle 3D display (Savov, 2012). Following figure 4.5shows the performance of capture image. When I compare Sony Xperia S and Iphone, I feel that Iphone are possess seldom features. For example, Iphone not provide landscape mode, night scene mode, and beach or snow mode.Figure 4.4Figure 4.5Lastly, I also like android application trunk in Sony Xperia S, because its convenient to me download any apps like games, entertainment, news, music, media and video via android. Besides that, most apps are free download like gaga bi rd, temple run and draw something. Moreover, all the android apps are halcyon to download, high speed, convenient and download according to your tastes (Diangson, 2012 ). Furthermore, it helps me done the work early, present time, and many of apps to fulfill me. Following figure 4.6 shows the Sony Xperia S using android application system.Figure 4.65.0 Consumer behavior theory that relevant to my purchasingThe first theory was influence me with Sony Xperia S is opinion leaders. The definition of opinion leadership is a one person influence and persuades the buying behavior of others. After that, I felt the celebrities or spokespeople influence and persuade me to purchasing Sony Xperia S is Daniel Craig, who is the character of James Bond in 007 movie and Skyfall movie. Opinion leadership theory that linked to me is high esteem by those that accept Daniel Craig opinions. soaring esteem will give me a boost of strong confidence, because Daniel Craig in character of James Bond is a strong man and smart. Daniel Craig is a main Sonys consumer innovator. Following figure 5.1 shows the Daniel Craig represent Sony smartphone.Figure 5.1The second theory I was learn is learning theory. Learning theory is a model of psychology that explains human learning about purchase product or service, gain wisdom and experience for future use. I felt my mind just only focus on Sony Xperia S, because I believe everybody same as me know Sony products is reliable and famous brand in globals electronic product. The learning theory that linked to me is knowledge. experience will improve my wisdom. Besides that, that, more Sonys product advancement, more knowledge and experience I received. Following figure 5.2 shows the famous brand name Sony.Figure 5.2The third theory was involving Sony Xperia S and me is intuition. The definition of perception is the process of acquiring, selecting, interpreting and organizing sensory information. I felt all Sony products like Sony Xperia S was a ttracted me to purchase, when I watched Sony Xperia S advertisement. Perception theory that linked to me is sensation. A good Sony Xperia S advertisement, influence me to buy and try Sony Xperia S. Furthermore, information inputs also involve in my sensation. For example, sight, hearing and touch. When I sight on Sony Xperia S advertisement and I felt that, Sony Xperia S is a new product. Moreover, when I hear introduction of Sony Xperia S and I felt that, Sony Xperia S is a good specification smartphone. Lastly, when I go to Sony shop and I try to touch Sony Xperia S and I felt that, Sony Xperia S is a high quality smartphone. Following figure 5.3 shows Sony Xperia Ss advertisement poster.Figure 5.3The fourth theory was involving Sony Xperia S and me is personality. Personality is a set of congenital traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situation. I felt my personality is just only like Sony product, because Im also a Sonys fans. Personality theory that linked to me is self-concept. Self concept give me a boost of determination making, because I will follow my personality to make a decision. For example, I see most of my friend like to use Iphone, but I want to different with them, so I decide to choose Sony Xperia S. Besides that, I like android application system more than apple store application system. Following figure 5.4 shows android application system available in Sony Xperia S.Figure 5.4The last theory was involving Sony Xperia S and me is citation group. The definition of speech group is individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Reference group theory that linked to me is families and friends. Families are a one group influences me to choose Sony Xperia S, because my beget and mother also like to use Sonys product. For example, my mother unendingly buys Sonys music speaker and my father lik e to use Sonys laptop. Besides that, friends also influence me, because most of my friends like to purchase Sony walkman, Sony camera, and Sony laptop. When having this reference group, I prefer to follow brands that my families and friends choose.ConclusionIn conclusion, Sony Xperia S is a great smartphone for us, because Sony Xperia S provides a lot of convenience to us. For example, improve our stock(a) of living, save time, and solve a lot of problem. Besides that, several different type of consumer behavior theory related Sony Xperia S and me. Each type of consumer behavior theory will explain and describe the definition. Meanwhile, consumer behavior is related with our human life, and humans perception. Moreover, different people have a different type of personal behavior.