Sennheiser's Consumers

Marketing Environment

Simon Isrif, 438344, DIM1VC

Week 1.3      Consumer buying behavior

           

                                     (Amazon, sd)

Describe the social environment of the consumer and the way this influences the use of your product

Sennheiser’s costumers expect the highest quality available, first class technology, top service, compressive expertise and onsite support (Sennheiser, sd). Consumers of Sennheiser must be prepared to pay a little bit more, their headphones are not the cheapest, and so they expect value for their money. It is also possible that some consumers may be influenced in buying Sennheiser headphones by other people, if they see a relative or another person sporting the newest Sennheiser they could be convinced in buying one themselves.

Discuss your product in relation to the stages of the family life cycle.

By studying Chapter 5 of the Marketing Concepts and Strategies book I conclude that Sennheiser headphones can fit in any stage of the family life cycle, the products are useful for really any age. Young singles are likely to go with the quite cheap but flashy headphones to show off. Full nest families probably need a lot of headphones, both for their kids and themselves. They are not very likely to buy top of the line headphones, the kids would probably not even notice. Persons from the empty nest are the most likely to buy more expensive, quality based headphones to treat themselves from time to time.

What type of consumer buying behavior is most likely for your product?

The most likely type of consumer buying behavior for Sennheiser headphones is the Extensive decision-making type. Consumers who buy Sennheiser headphones probably think extensively before buying, they search which headphones are best and have value. They don’t just go for the cheapest or the most advertised, both are not characteristics of Sennheiser headphones. Headphones are also not a product that is bought very frequently in general so there is also a link here.

Develop an attitude scale with which you will be able to measure consumers’ attitudes towards your product.

Sennheiser Attitude Scale

Attribute	Importance Scale 1-10 1= Not important 10= Very important
Price
Audio quality
Design and build quality
Warranty level
Quality of service
Popularity

Bibliography

Amazon. (n.d.). Sennheiser HD 439 Over-Ear Headphone . Retrieved from Amazon: http://www.amazon.in/Sennheiser-HD-439-Over-Ear-Headphone/dp/B005N8W1TM

Sennheiser. (n.d.). Sennheiser At A Glance. Retrieved from Sennheiser: http://en-uk.sennheiser.com/about-sennheiser-at-a-glance