MN1305 Markets and Consumption
Assignment 1: Marketing in the Media 2013
The subject of brand switching and loyalty has always interested me. That is why I chose to analyse the heated debate between the various operating systems available for the consumer, not from a Computer scientist point of view but from a marketing standpoint. The information provided is based on my personal experience with the afore-mentioned products. I have “translated” any technical terms to their most relative marketing counterparts. I have chosen to use the release of the Windows 8 operating system by Microsoft and an open-source operating system, Ubuntu 13.10. Both of these products were released in the year 2013 and considering the demand for technological progress, they will serve as adequate examples of brand switching and consumer loyalty.
As we know “consumers are a brand’s most important asset”. That being said marketing management in a corporation should focus their efforts in consumer research in order to satisfy and retrain their clients and in turn profit and reputation. However, “Income is an important factor in terms of the purchase strength of consumers.” which means that for this and many other reasons consumers may consider searching for a new brand or an alternative solution. The search behaviour of consumers can be divided into three categories: “high, low and selective”. Several reasons for brand switching could be negative past experience, income, age even education.
In order for a product to stay the top choice it must be constantly innovated. In the case of technology this is especially true because of the “rapid pace of technological change”. These innovations usually are “new features that provide unique functionalities” for the client to explore and experience. There are clients who develop “customer-company identification”, which in turn leeds them to be more...