IPhone SE was released on 31 March 2016 in their headquarter in California. Their slogan is “A big step for small”. This just made a new history since Apple finally come up with their old model and many people said it was recycled phone. IPhone SE actually answering many people needs of Apple phone. It was 4-inch phone powered by brand new A9 chip, 12 MP camera with optimized capture, and beautifully crafted with 4 colours. This phone is a really big step for Apple into a new market.
5 reason why people need to use the new IPhone SE.
1. Price
Whenever a flagship announced a new “down – level” of a product, people will assume that the product must have lower quality or at least they reduced something, either its function or components. However, Apple did the other way. Other than they reduce something in IPhone SE, they give the same specification as the larger one which is IPhone 6s and 6s Plus. For few hundred dollars cheaper, people will be considering to buy this.
2. Camera
Many people don’t care about the camera of a phone, but camera hold one of the most important component in a phone. Both Apple and Samsung are competing to give their customer better camera, this time Apple provide a better camera with 12 MP iSight camera which the same as IPhone 6s and better snapshot. Many sites stated that for this quality and cheaper price than the IPhone 6s, competitors of Apple need to be aware.
3. Size
Size doesn’t matter? Yes, size does matter. By launch this 4-inch phone, Apple think when they launched the phone they aim for people who love the retro IPhone size. There are 30 million sales of IPhone 5 series, and they expect Apple user that love the size to upgrade their phone into the IPhone SE. Another thing is with the smaller size, it also optimizes the power become more efficient.
4. Lasting power
With 1,624 mAh battery, makes this phone has bigger battery than the previous IPhone 5 generation, which only 1,440 mAh. It’s such a big deal when the IPhone SE can last for one day with high brightness and internet for 24 hours. With the optimization of the A9 and M9 chip, makes this phone run very fast and spent low power.
5. Power
With all the specification stated above, meaning to say that the IPhone SE is a very powerful phone (A9 and M9 processor chip), but very good on durability. Those things are very advantageous for IPhone SE sales.
This phone actually answers every people needs of good quality phone. Apple always come up with very high quality product, but in other hand is quite pricey and not affordable for people to buy. IPhone SE just simply answer the people’s needs. It’s a very high tech phone, which specification is similar to the IPhone 6s and 6s Plus, but Apple attract the customer with affordable price. Price difference between those two phone is quite big which is around $150 or around RM600.
Consumer can be dependent or depends on many people, means that consumer can act differently when they are alone or with their group. In this case, marketers need to know their target very deeply. Every consumer has their own personality traits. There are 3 kind of personality traits, which is need for uniqueness, need for cognition, and consumer ethnocentrism.
Need for Uniqueness:
People who seek for uniqueness are kind of people who try to be different from the others. They tried their best to look different from the others, either their hairstyle, clothes, or even in this case is their phone. They want people easily recognize them, which they want their phone very different from the others. They want to be differentiated from the other person. Phone nowadays is not just a communication device but also can be used as the symbol in society. People who use certain phone product can make them feel very confident. In this case, IPhone SE is a kind of high – end phone that will give this kind of people unique and different feeling. They might fall in love with this IPhone SE.
Need for Cognition:
People who need for cognition are people who always look for knowledge or information. In this term they are looking for data or specification about what they are going to buy. They are simply the one who really care about the product specification and they might spend plenty of time to get what they demand. To them, specification of the product is all what they need the most and they mostly buy a kind of product if they know the specification very well. People who are need for cognition mostly will choose IPhone SE since the features or specification is very complete even the phone is quite expensive, but IPhone SE offers something that very different and special, such as Apple Pay which allow to pay thing like PayPal and Siri which we can give command to the phone.
Ethnocentrism:
Ethnocentrism is a kind of belief that they think that it is wrong to buy from foreign country since it may affect the economy of their country. The other one is they prefer to buy a product from certain country since they might think the quality of product will be derived from where the product produced. In this case usually marketers will aim to cosmopolitan group of people who usually attracted product from certain country. In this case IPhone users are not care about the origin of the product. They actually know that IPhone designed in United States and assembled in China. They care on quality rather than the origin of the phone.
Conclusion
Consumer as stated above divided into two kind of group, either they are dependent or depends to the other. They tend to behave and decide differently when they are alone or in group. Personality traits which is need for uniqueness, need for cognition, and ethnocentrism might influence the way of consumer reaction regarding to the advertisement.
Advertisement is a very important way to promote certain product and reach certain market. Through advertisement, a company can reach person who willing to buy their product and people who interested will know the product better through the advertisement. Advertisement should show the specification of the product and what is the function of certain product. However, good advertisement not just limited into product specification, but also they can position themselves in a market.
People with need for uniqueness, when they see the IPhone SE advertisement they might interested into it since the advertisement itself looks very luxury and shows how the IPhone is different with the other. That might be some specialty that IPhone offers to consumer other than another phone. Feeling special and different are the main thing that people with need for uniqueness needs the most.
Other than that there is people with need for cognition. With specification that IPhone SE offer to consumer might attract them and they will seek for deeper information. IPhone made their phone so special and high technology. Their technology is simply beyond what the other phone manufacturer made. The advertisement in IPhone SE shows some of the advantage of IPhone SE such as the Apple Pay, Hey Siri mode, or even the graphic itself.
In here not saying that all other phone users are not smart of choosing phone, since there is other thing that might affect or influence people to buy certain phone. However, in this case through the consumer behaviour perspective shows that Apple’s product which is IPhone SE is very good on grabbing the consumer attention and they actually give good product as well.