Consumer Behaviour: Consumers Perception of Blackberry Phones

BUYER BEHAVIOUR
MODULE CODE: 4MAM7A41 MODULE LEADER: FRANK AUTON
GROUP COURSEWORK ASSIGNMENT
“INVESTIGATING THE BLACKBERRY MARKET SHARE DECLINE”

CHERRY NAIR 135803821
DESPINA LAZAROGLOU-BRIANI 13501130
FATIHI AGBAJE 13204792
DIMITRIS KASIDOKOSTAS 13534381
GREGORY ZAKHAROV 13556886 WORD COUNT: 3856

Index

Executive summary 3
Introduction 4
Objectives 6
Research Methodology 8
Research Analysis and Findings 9 Decision Making Process 9 Means-end Chain model 13 Fishbein Model 15 Attitude Theory Model 17
Conclusion 19
Marketing Recommendations 20
References 22
Appendices 27
Self Assessment 43

Executive Summary
In spite of being a pioneer and achieving phenomenal success in the smart phone market, RIM’s Blackberry has been losing market share at a steady and alarming rate since Q4 of 2009, its brand reputation and brand loyalty have suffered due to its lack of innovation and the inability to compete with trendy features of competitive brands.
The purpose of this report is to critically analyze the reasons for the falling sales of the Blackberry smart phones and determine if the downward sales arc can be reversed and how?
It was noted that the study of the following buyer behaviour models were crucial for answering the research objective questions: * Decision-Making Process * Fishbein Model * Attitude Theory Models * Means-End Chain Theory
The research was conducted by studying secondary data, conducting a focus group and us e of a survey questionnaire. After research, we maintain that for Blackberry; which can be placed as far down as the instrumental value stage of the Means End Chain model, sales

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