Various marketing and consumer behavior concepts will be used in carrying out the study. These include:
– The concept of selective and subjective perception: this will be used to help understand why and how target customers filter out, distort, or simply refrain from retaining marketing stimuli (such as advertisement messages) which are not consistent with their beliefs and attitudes. In s doing, strategies of how the smartphone dealers can over come this perception process will be designed, which will help to place the smartphone brands in question in the consumers’ evoked set (Lantos, 2008).
– The new product diffusion process model: being a dynamically discontinuous product, the smartphone will take some time before it gains widespread market acceptance because of its perceived risks, costs, and degree of involvement. It therefore necessarily fit neatly into the model. The new product diffusion model is a predictive model which will help to understand the likely consumer behavior as the product proceeds from the innovator to the laggards stage. Together with the product life cycle concept, it will help design useful marketing responses which the smartphone manufacturers can adopt at each stage (Burgelman et al, 2004).
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