Customer Needs
AT&T offers a wide range of valuable products and
services to its customers. In each instance, AT&T's core business is to
satisfy the customer's connectivity need. Whether the consumer calls family and
friends, browses the internet, sends text messages, pays bills, watches digital
television and even streams live video... it is all part of connectivity. The Company's previous slogan " Your
World Delivered" focused to provide
each and every customer with the connectivity to everything they find important
in "their world". This
purported a customized wireless service based on individual needs of
connectivity.
Benefits
To understand the benefits of AT&T products,
let's construct a hierarchy of benefits ladder to illustrate the various
benefit levels provided to the consumers.
Emotional Benefits (TOP RUNG): Always on connectedness,
communication with family and friends, prestigious brand, strong brand name, most
current device product line, competitive value and let's face it... where the IPhone
began.
Functional Benefits (MIDDLE RUNG): Fast data network,
able to talk and browse simultaneously, nationwide coverage, emergency service with
life saving accuracy, minimized call disruption, mobile internet access, email
and talking voice mail
Attributes (LOWER RUNG): Competitively priced, LTE
network, newest devices, continuous innovation, national coverage, E911 location
service, reliable network, user features
Consumer Decision Making
As we all know, the cell phone market is saturated. Most consumers that want or need a mobile
phone already have one. Therefore, a
majority of the consumer decision making would be considered nominal because
there is not much searching for alternative carriers. These customers are brand loyal and the
purchase (renewed contracted) decision does not require a lot of thought. However, when consumers are dissatisfied with
their current wireless carrier, the decision making becomes extended decision
making. There is high purchase involvement
by the consumer and a lot research conducted to find the best carrier
alternative.
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