The internal theory proposes that when people shop, they can go to very many places to test or examine every product in different shops and compare prices before making a decision of whether to buy or not (Stehen, 2010). Buyers can also have personality that motivates them to choose a product for purchase when they find that one is good although the price and features are not the best. In this theory, the buyer’s lifestyle may also influence his or her buying decision. This is related to the above theory by where the buyer notices or decides that the dress she had already bought needed shoes that would go with it. With regards to this, below is an interview with a business man by the name Mr. Patel who purchased an antivirus to install in his office computers.
Interviewer (Me): Which Antivirus did you buy and what was the driving force towards your purchase?
Interviewer (Me): There are different brands of Antivirus such as the Bit Defender, Kaspersky, McAfee, Trend Micro and AVG among others, why did you just select Norton?
Interviewer (Me): What are the advantages of Norton Antivirus over the other Antivirus?
Interviewer (Me): Was this the only factor that made you select Norton Product against other products?
Interviewer (Me): Apart from that, is there anything else that attracts you to Norton product?
Interviewer (Me): You seem very confident and satisfied with the product, will you continue buying and using the product regularly?
Interviewer (Me): Do you have any final words about the choice of your product.
Interviewer (Me): Thank you Mr. Patel for the interviewer. I wish you all the best in using the product and in your business.
Analysis of Product Norton
Every organization with a defined goal of achievement of maximum profits and growth has to be run comprehensively by a system of security measures that are a key to its success (Stephen, 201). This paper will analyze the product Norton that is used for enhancing online security. It will incorporate an interview with one of Norton’s clients who will assist in the analysis.
Norton is one of the most efficient and most highly rated security companies offering security protection against cyber hardware/software threats. These company not only offers traditional security suite, but it also offers unique essential products such as antispam, antivirus, firewall, parental control and phishing protection. Moreover, the effectiveness of its products is enhanced by the local/online back up as well as TuneUp features. Prices of these Soft wares are moderately cheap and can be subscribed monthly or annually.
Norton 360’s product manual describes the software and its application fully and is furnished under a license agreement. This basically means that it can only be used in accordance with the terms of the agreement. Majority of the licenses accompanying the product described in the manual licenses are those restricting its use, distribution, and copying and de compilation (Martin, 2009). The product is bought and accessed online as an online security apparatus with its window acting as a security managing interface.
The main window will ensure that any employee will be in a position to access the main features and monitor the performance of his or her computer. Norton 360 will also show how well the computer and its activities are protected from threats, risks, and damage. The main window always displays the protection status of the computer. If at any one time any of the computers will be marked as Attention or At Risk at the bottom of the main window, the employee handling the computer should click Fix Now to resolve all security threats on the computer.
Did the Brand Play A role?
With regards to the client’s selection, it would be right to state that the brand played a great role. Owing to the fact that other antiviruses were both inefficient and expensive, Mr. Patel made a decision to move forward with Norton following the above outlined functionality mode. Moreover, due to the fact that we the members of his organization were able to familiarize with the product easily, he felt compelled to purchase it (Charles, 201). As outlined, this product contains many more features than other ant viruses he had used before and is projected to be of great assistance if recommended especially by Mr. Patel’s technical team. Other unique features possessed by the brand such as easy installation as well as cheapness and high performance were very attractive to Mr. Patel and lured him to purchase the product.
Implication For The Marketing Manager
Threat from New Entrants- Owing to the large capital requirement in the establishment of a product line and cost of research required in production of small softwares, there are few new entrants into the market and therefore Norton Company is not at a high risk of losing its market share to new entrants.
Threat from Buyers- The prototype testing of the new product has shown that they are very appealing to the buyers and it is therefore expected that more buyers will be drawn to the small soft-wares produced by Norton Company. This reduces the risk of incurring losses as a result of withdrawal of buyers.
Threat from Substitutes- With the increasing technological advancement and innovation, direct substitutes from competitors may be used to draw away the customers. However, the reduced cost of the products reduces chances of substitution as Norton prices are always considered consumers.
The following activities are undertaken by Norton to measure the effectiveness of their marketing plan
Norton’s Market Share
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San Francisco, CA : Jossey-Bass, A Wiley Imprint
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Stephen Fried 2010 Mobile Device Security: A Comprehensive Guide to Securing Your Information in A Moving World Taylor and Francis