Decision making techniques within Intel Corporation

Intel Organization is founded by Robert Noyce and Gordon Moore in season 1968, and allocated at United States, and slowly grow to be the leader of the market of microprocessor market. Microprocessor is one of the part of the computer and most of people called it as the brain of the computer, it actually help transfer data from the computer to the other data storage and respond to the hardware for an example show the term we type on screen as well as others. From 12 months 1968, Intel Company start to introduce several famous series of microprocessor like MCS-40 family, Pentium series, Atom series, Primary 2 Duo series, i3 series, i5 series and the latest i7 series. Because of this project that brand or series of microprocessor presented by Intel will be Intel Primary i7 series which as know as the best microprocessor for the time.

High and Low involvement decision making

For Intel microprocessor product such as i7, it actually could be categorized directly into both degree of involvement. For the buyer who wished to employ a good performance and resilient processor they'll do lots of research on the certain products and for the buyer who always purchase the Intel processor are also a high level of brand loyalty due to their purchase record in processor is merely Intel, the majority of them will have a feeling that they only want Intel as the processor chip but not others like AMD, beside that Intel Key I7 also consider as a higher price product compare to the other microprocessor. So in this case, Intel i7 is a higher involvement products but at the same time because of the risk considered by the consumer to purchases it actually it simply a low participation product.

Consumer decision making process is a cognitive process which start whenever a awareness of needs of the consumers and it ends when the consumer have dispose that particular service or product. In consumer decision making process, you'll find so many different model but in this assignment the model that people will go through deeply would be the 5 phases of consumer decision making process.

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The Five Periods of Consumer Decision Making Process

The five of the consumer decision making process will be, need identification, seek out product information, product evaluation, product choice and buy, postpurchase use and evaluation of product, removal of the merchandise.

Need recognition

In this level, consumer will worried about what they want. For an example, a consumer actually found out that they want a better computer to try out games or even to do work, then they will start determine that the type of processor chip they actually need, an improved performance microprocessor come with a high graphic support for game playing or just a normal microprocessor for normal utilization.

Search for Product Information

When the customer recognized what they want, they'll look for information about microprocessor. For a good example, there's a customer who realizes that he need a high performance of microprocessor for video games then he'll started to look for information of the existed product no subject from Intel or AMD.

Product Evaluation

When the client completed on looking information in the microprocessor market, they might start to compare several product deeply to ensure which one will be the best for him to purchase. For gaming usage, the customer might choose Intel Central I7 and AMD Opteron as the options available due to the performance that the product that can supply, and they might choose other product like Intel Primary 2Duo or AMD Turion for his or her choice just because of the cheaper price and toughness for normal consumption.

Product Choice and Purchase

When the client finish off compare the highlighted between your microprocessor they choose, they will come to the stage to choose the product that they think is the greatest and buy it mean the customer might purchase Intel Center I7 because after assessment they discovered this microprocessor can provide a better performance and the reputation of this product is also good compare to the other microprocessor after the research made.

Post purchase uses and Analysis of the Product

After consumes of Intel Core I7, the customer will come to this stage to judge whether Intel Central I7 meet their expectation or it didn't. The features that the buyer will examine might the performance of the microprocessor whether is it fast enough or gentle enough when they participating in game and how long is the microprocessor last for, couple of months or few years. These attribute will be the features that the buyer will evaluate after they consumer or used the merchandise.

Psychological Core

Attention

From this advertisement, it actually attracts attention of the people while people found it. This ad actually mentions that there surely is a series of new microprocessor being presented to the marketplace by Intel through the phrase mentioned in the advert. From this advertising campaign, it also mentions that the brand new series of the Intel microprocessor may also be faster and even smarter compare to the old group of the microprocessor. Which kind of attention we called it as selective attention.

Intel also created an extremely popular stimulus focus on most of the buyer which really is a start up audio of the Intel computer, which unique audio have been memorized by most of the Intel consumer and they'll know that while this original sound began up when the individuals on their computer, their microprocessor must be Intel.

Perception

The brochure above is one of the products from Intel Key I7 series with the information. When there is a consumer heading to a Personal computer Good and he received this brochure and he does not having any interest on getting a microprocessor, he'll know the exists of this product but won't go deeply onto it and this is one of the perceptual level that people called exposure stage. For attention stage, that customer who in the Computer Good when he understand this brochure and he possessing a intention to getting a good microprocessor for gaming or any other utilization they'll read this deeply and do the research of the product and compare to the other product and by the end they might produce a certain sense to this product that will be fastest processor that he can be founded so when the sense is established, it'll be another perceptual stage which we call interpretation level.

Motivation

Motivation is a inner force which able to drive us to attain the target or goal establish to attain, the inner force might be needs or desires. For inspiration there actually 2 famous theories which in a position to connect with product and services which is

Maslow's Hierachy of Needs

W. J. McGuire mental health motives

W. J. McGuire psychological motives

W. J. McGuire possessed list out 16 different needs of purpose and out of this advertisement we know that this actually get 2 of the needs that have been outlined.

Needs of stimulus is the first needs that created by this advertisement, this need actually mention that the buyer will always searching for change because of the boringness or various other reason. So while consumer have been sick and tired of the old computer which supplying a very poor performance. And they will learn to look for the info and might adopt Intel Key I7 to satisfy their needs.

Teleological need is the second needs created by the advertising campaign while the consumer always feel that their microprocessor should be able to support their computer to perform the game fast and even but at the end it actually struggling to achieve this. So they will search for a new item which in a position to gratify their ideal situation, the microprocessor will in a position to make the game fast and clean so when they noticed the phrase 'fastest cpu on world', this will appeal to them plus they might make an effort to adopt it to satisfy their need.

Learning

A consumer might be learns about the featured of the cpu because of the performance and strength while the people around him purchase a different microprocessor. So since there is an incentive and a consequence given through the evaluation of product from the consumer, he might take up Intel Main I7 because it might get a better analysis from the others

Memory

For consumer who not interested on purchasing a processor, they would not pay much attention on the attributes of Intel Primary i7, so the ram toward the featured of the merchandise is just a brief memory since there is a consumer who being very motivated to find a ideal cpu, he will go and do lots of research and contrast between Intel Main i7 and the other cpu while he keep doing evaluation and research, the storage area against the product will just a bit change to be a long term storage because of the time he went through it.

Attitude

Product

Performance

Durability

Price

Brand

Total

Intel Primary i7

9. 3

8. 7

8. 1

9. 7

35. 8

AMD Opteron

8. 7

8. 0

8. 5

8. 7

33. 9

Intel Center 2Duo

8. 0

8. 4

8. 9

9. 0

34. 3

Attitude is the sensation on that which we feel on certain thing that people can see, touch or heard through our sensory organ and this will be a part of long-term memory inside our brain and the permanent memory will little by little be a notion. While we use Intel cpu and we actually satisfy with the product through the toughness and the performance, so through the experience we will create a certain perception in Intel that the quality of product is the best and this is a long-term belief in our center and brain. While this idea is stay strong in our mind, other opponents like AMD is very unlikely to encourage them to acquire AMD processors.

In season 2006, Intel runs a marketing strategy which comprises 3 basic strategies that used to change the frame of mind. The 3 basic include will be change belief, change importance and changing ideal point. The online marketing strategy actually is running a campaign called 'Sponsor of Tomorrow'. In this campaign, Intel striving to change the idea of customer which think that they are only a business group by telling them the company is not only a business business but also a company which trying to create a better future through technology plus they also trying to tell the consumer that the money is not important while customer paying an increased price for Intel microprocessor, in addition they giving a fund to Intel as a sponsor of creating a better tomorrow. Besides that, Intel also looking to changing a ideal point of consumer towards a microprocessor when they are investing in a Intel microprocessor, they are not finding a best processor but also assisting Intel to develop a better tomorrow.

Culture

Culture is a ways of life which including however, not limited to, terms, art, science, thought, spirituality, social activity and relationship. Culture happens to be words that signify the entire aspect mentioned and it would always change scheduled to the several environment that people stay and we blessed. Nowadays as today's world, on the list of teenagers around 7 years old to 20 years old there's a new culture, which called gaming culture. Game culture is a culture that folks would enjoy on playing video or computer games which actually lead to increase of demand of the service of cyber caf, because of the increment of demand. To gratify the needs and wants from the teenagers cyber caf will always need to upgrade their facilities which consists of ram, processor, sound card and the monitor. Intel Key i7 as the latest and the speediest processor will be one of the first choice for those cyber caf because it in a position to provide better performance and the better performance will able to improve the reputation and the sales of the shop. So due this type of situation, the games culture actually increases the knowing of Intel Center i7 on the list of cyber caf to boost their facilities and business.

Subculture

Subculture is a portion of any culture which possessing a different social position, history backdrop and notion. For gambling culture, there also a numerous subcultures, such as online video gaming culture, GEOGRAPHIC AREA Network (LAN) gambling culture and one taking part in game culture. For online video gaming and single using game culture, those gamer will likely to play the game at home however, not like the neighborhood Area Network gamers who would prefer to play at cyber caf to take pleasure from the group games, they would like to up grade their own computer at home to take pleasure from the games, so they will give consideration the Intel Main i7 that have an improved performance compare to others and do certain research and purchase it to take pleasure from their game titles.

Society

Society shaped by a group of people made a decision to work together to attain same goal or goal. The target might be form by entertainment, career, religious or various other factors. For an example, there several teenagers who like to play games and also have decide to get together merely to form a modern culture to enjoy the fun of the overall game while they began to enjoy game collectively, they will started to compare the function of the processor chip because of the performance given when they playing game. Intel Main i7 as the speediest processor will be aware by those people in sense of good performance and in a position to boost the satisfaction on games.

Life routine stage

Life cycle level contains 4 different stages which symbolize our life and began with the day we given birth to. The stages inside our life pattern will be child, teenager, adult and aged. Child is the level while we had delivered and before 12 years old, teen begins from 12 years old to 30 years old people, adult will be stage around 30 years old to 50 years old, and the aged will be the people who's surpass 50 years old. For different life circuit stages, people will have different needs and wishes with different purchasing electricity because of the ability they have got. For child, they might not have a high purchasing power so they cannot afford a luxury thing and they might not even know what the utilization of luxury goods, they might just simply like chocolate which adult and the aged would not take up. For the segmentation of Intel, Intel Main i7 happens to be targeting the young adults which wish to play game with a good cpu which product is in fact affordable for people who around 22 years old once they start working.

Group

The guide group that will assist Intel to impact other would be the associative guide group. While there are a group of teenager are employing Intel Center i7 for game playing, the new member who not using that product will feel uneasy while they discussing the performance of the computer, this lead to the knowing of that member on Intel Core i7 to do research or purchase it

Segementation, Positiong and Focus on Market

Intel Core i7

TM

Intel Pro 2 Core

Intel Key i3

AMD Phenom

MCS-40 family

Intel Primary i5

AMD Opteron

Intel Xeon

Low Performance

Less Innovative

High Performance

Performance

Innovative

Asus

AMD Turion

AMD Athlon

Intel Pentium Series

AMD K7 series

Graph 1: Perceptual mapping against microprocessor available in market (without a support from a statistic data)

Segmentation

Segmentation is a online marketing strategy that used to choose a little group of people from the whole market by different attributes like ageing, height, weight and others.

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Demographic

Demographic is among the best information to segment the market through the ageing, for Intel, they actually focusing on the segmentation of the age of 15 to 30, because because of this ageing area, the majority of the resident will interested to acquire a much better performance of processor for gaming which means this actually categorise as Intel Primary i7 targeted market.

Target Market

For Intel Core i7 targeted market will be the consumer is age group of 15 to 30, because of the favourable on getting a high performance processor for game playing and following trend of impressive. Because of this reason, Intel would not like to focus on this which is below 15 or above 30 is as a result of purchasing power of peopl below 15 struggles to afford that processor and folks who above 30 will not interested on the impressive item and the performance of the cpu for game playing as well.

Positioning

In almost all of the consumer perceptual mapping, Intel Central i7 actually is the lastest and it's also the best product due to the confident tag collection it having 'fastest cpu on entire world' and lead to a tendency that they think that this is the best product compare to other product like AMD Opteran, Intel i3 and i5 from the velocity performance of processor and the visual resource as well.

Product Repositioning

For every product, consumer will have another type of perceptual mapping against them and their challengers, to bolster the perceptual degree of consumer against their product, almost all of the company will choose to use different packaging, advertising campaign slogan and more factors which pays to. For a good example, Intel Center i7 ad will be one of the merchandise repositioning, due to the sentence had written in the ad 'fastest cpu on the entire world' this actually do reinforce the perceptual degree of the consumer against Intel Center i7 because of the performance level and impressive level because this product is the speediest processor in the planet nowadays, if without this sentence, the perceptual degree of consumer will definitely drop.

Product Mix Strategy

Product

Intel Central I7 processor chip having an improved performance and better strength and high graphic support which able to attract the interest of the gamer on the market at the number old between 20 to 30 years old.

Price

The cheapest Intel Center I7 processor chip in Malaysia will cost around RM800. 00 which could be consider as a expensive product compare to the other competitor's or other Intel product. Intel Central I7 consider as a very important purchase even those the price is marginally expensive compare to the other because of the performance and the sturdiness given by the merchandise and the qualified operating system Home window will also given free while consumer buy a Intel cpu.

Place

Intel Main I7 processor is an extremely common processor that able to be within any IT shop shop. Except IT dealer shop, Intel Center I7 also can be found in most of the laptop or desktop shop shop like Dell, Horsepower Compaq, Acer and Logitech.

Promotion

In Malaysia, Intel didn't do much of the advertising, there just a little advertising campaign of Intel in Malaysia which usually come in Astro Television at ESPN channel, even those don't assume all citizen will aware of Intel Advertisement but there still is a grow of awareness increase from the advertisement.

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