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Hawkins, Best And Coney Model Of The Smartphone Industry In India

7507 Words31 Pages

PROFILE OF INDUSTRY AND COMPAMY

2.1 Introduction
It explains the consumer decision making process with the model which is used as the research framework. This explains all the external and internal factors which influence consumer in decision making process. This chapter also includes literature for smartphone and its characteristics. It explains the factors which are affecting consumer in purchasing a smartphone. This chapter also explain the importance of band influence on consumer in smartphone industry. This chapter use a consumer decision making model to explain the consumer buying behaviour for smartphone industry in India. Literature review contents are linked with research questions and research objective of this research.

2.2 Consumer …show more content…

For this research The Hawkins, Best and Coney model is used to analyse and develop a framework on consumer behaviour for smartphone in Indian market. The Hawkins, Best and Coney model will help in understanding the external and internal influence which are faced by the consumer which motivate them in buying a smartphone. This model which also help in analysing the decision making process in which a consumer goes while purchasing a smartphone and it will explain as how external and internal influence is related in the decision making process.

2.4 The Hawkins, Best and Coney Model

The Hawkins, Best and Coney model is based on the Engel, Kollat and Blackwell model and further broadens it to external and internal influences. Hawkins, Best and Coney (2004) regarded the consumer need is influenced by both external factors such as culture, subculture, demographics, social status, reference groups, family, and marketing activities and aspects such as perception, learning, memory, motives, personality, emotion, and attitudes that serve as internal …show more content…

This stage of the model is centred on what drives consumers to start shopping for products (Workman and Studak, 2006).Problem recognition occurs whenever the consumer sees a significant difference between his or her current state of affair and some desired or ideal state. The consumer perceives there is a problem to be solved, which may be large or small, simple or complex. A person may be tempted to acquire that product by advertisement or by other social or physical medium, which triggers the thought about purchasing. Need recognition can occur in several ways. The quality of person’s actual state can be diminished simply by running

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