Marketing context: BlackBerry were top in mobile area because of the stable signal, high security and small Qwerty keyboards. However, customers were more comfortable with touchscreen after IPhone and Android appeared. BlackBerry failed to realized marketing change. The company tried to created touchscreen, but it was too late.
It should be 4 pages double space. The report should applying consumer behavior theories in textbook which can explain why BlackBerry was out of market. The textbook is
Consumer Behavior: Buying, Having, and Being, Student Value Edition, 12th
Edition 12 Michael R. Solomon
1. First, you should identify the specific consumer behavior issues that are relevant to the marketing problem you have identified. It is important to be quite specific in your problem definition (e.g., are the issues related to consumer attitudes, cognitive decision making, or perception?).
2. You should apply concepts, models, and theories (e.g. perception, decision-making, attitude formation, social influences, etc…). Use these concepts to study, understand and explain the issues you are focused on.
Clearly describe the marketing recommendations that you would make based on your analysis of relevant consumer behavior phenomena. For instance, how would you package your product in a way that maximizes impact given what you know about attention and perception? How would you promote your product given the level of involvement your target market has in your product and the decision-making process your target consumers follow? Provide three recommendations.