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Int
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What is a smart speaker?

FEATURES:
• Wireless and voice command device
with an integrated virtual assistance.
• Can be easily connected to any device
that utilizes Wi-fi or Bluetooth. Eg:
laptop, cell phone
• Famous devices - Amazon echo, Yandex
station, Apple HomePod, Google home
series
Tri- component model of attitudes

AFFECTIVE
BEHAVIOURAL/
COGNITIVE
(Feelings/
CONNATIVE
(Knowledge/ beliefs)
Evaluation)
(Behavioural tendencies)
 Th
pr e d
A)
oc e
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Cognitive classic rational decision making process

- Most likely approach when buying a

smart speaker.

- Motive development = reasons

include; needing to replace an old
speaker, or wanting to keep up with
the latest trends.

- Information gathering = looking at range of

speakers on the market, reading reviews &
deciding where to buy from.
Cognitive classic rational decision making process

- Proposition Evaluation = consumers

will decide what criteria they use to
rank the speakers. Could be rational
(price, functionality) or irrational
(based on desire or intuition).

- Selection & purchase = customer will select a

speaker that fits their needs most closely. They
may make use of heuristics (drawing on factors
which as brand recognition/loyalty).
Cognitive classic rational decision making process

- Re-evaluation = customers may

experience cognitive dissonance. To reduce this,
customers might:
- Selectively forget information.
- Minimise the importance of an issue,
decision or act.
- Selectively expose themselves only to
new information that agrees with their
existing view
Affective

Customers may purchase products for

some of the following reasons:
Emotional significance of a
- Leisure activities
product / brand determines how
- Symbolic meaning
much attention is paid to it.
- Hedonic responses
- Variety seeking
- Day-dreaming
 B)
wh Rele
i v
de ch in ant
cis flu fac
ion en to
pr -m ce rs
oc a t
es kin ha
s g t
Perceptual map
High price

Bose Home
Speaker 500

- Price range: 50£ ~ 400£

Apple Home Pod - Functionality:
Sonos One  Sound quality
 Volume
 Capabilities of the smart
- Functional + Functional software (Alexa, Siri,
Google Assistant…)
 Design and materials used
Google home  Durability
 Connectivity (Bluetooth,
AUX, WiFi…)
- d

Amazon Echo
Low price
Perceptual map
High price

Bose Home
Speaker 500

Apple Home Pod - Symbolic product

perception
Sonos One

 This is linked to the

- Symbolic + Symbolic brands perception (i.e.
Apple is seen as
expensive and good
Google home quality)
li
- d

Amazon Echo
Low price
Perceptual map
+ Functional

Bose Home
Speaker 500
Sonos One

Apple Home Pod

The symbolic perception of
- Symbolic + Symbolic the product doesn’t
determine its functionality.
li
- d

Amazon Echo Google home

- Functional
Bose Home Speakers 500

+ Best sound quality in the market

+ Iconic design
+ Made out of aluminium
+ Pairs with other Bose Speakers
+ Bose’s brand is perceived as one of the
best for speakers and headphones
+ Connect via Bluetooth, Wifi and AUX
- Premium price
- Screen is gimmicky
Retails at 400£
Alexa and Google assistant
https://www.techradar.com/news/bose-home-speaker-500-costs-as-much-as-three-smart-speakers-combined
Apple HomePod

+ Great sound quality

+ Nice minimal design
+ Apple’s ecosystem (easy to pair)
+ Siri accuracy is high
- Siri scope is limited
- Doesn’t pair to other Homepods
- No Bluetooth streaming
- Apple music needed
Retails at 279£
Siri
https://www.techradar.com/uk/reviews/apple-homepod-review
Sonos One

+ Incredible sound quality

+ Elegant design
+ Made out of aluminium
+ Pairs with other Sonos Speakers
+ Sonos brand is well perceived by
costumers
- No Bluetooth or AUX (only wifi)
- High price
Retails at 200£
Alexa and Google assistant
https://www.techradar.com/uk/reviews/sonos-one-review
Google

+ Decent sound quality for the size

+ Compact and nice looking design
+ Customizable base
+ Expanding hardware ecosystem
- No AUX (only wifi or bluetooth)
- Low volume
- Requires precise phrasing
Retails at 80£
Google assistant
https://www.techradar.com/uk/reviews/google-home
Amazon Echo (2nd Gen)

+ Great price-quality relationship

+ Alexa’s features
+ Pairs with other speakers
+ Bluetooth and Wifi (no aux)
- Poor sound quality
- Cheap materials

Retails at 50£
Alexa
https://www.techradar.com/uk/reviews/audio-visual/hi-fi-and-audio/audio-systems/amazon-echo-1272454/review
 Factors which may influence the decision
making process

Classification of consumer motives In relation to smart speakers

Primary motives Secondary motives Primary motives Secondary motives
Reasons which lead to the Reasons behind buying a Need speakers Decorative motives
purchase of a product class particular brand Useful smart features Attitudes towards a brand

Rational motives Emotional motives Rational motives Emotional motives

Motives based on reasoning Motives to do with feelings Sound quality Brand perception
or logical assessment of about a brand Volume Group and celebrity influence
the current situation Software
Conscious motives Dormant motives Conscious motives Dormant motives
Motives of which we are Self-concept
Motives operating below Needs and wants
aware the conscious level Personality type
Subconscious desires
Maslow's hierarchy of needs

• Self-actualization
• Esteem
• Social belonging
• Safety needs
• Physiological needs
 Cr
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Internal Elements

Perceptions
Perceptions • Selective exposure
-> targeting customers with specific coupling medium

• ‘SMART speaker’
-> Easily used application
Internal Elements

Memory
• Learning & Remembering
-> Classical conditioning & Social learning

• ‘SMART speaker’
-> Logo & Brand awareness
External elements which company
should take account of
 Socio-economic class

Lifestyle

Social Lifecycle

classification Age

Class Social class

Culture

Geo-demographic
 co
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How to utilise these elements

WORD OF MOUTH – ONLINE &

CELEBRITY/ INFLUENCER
OFFLINE
REFERENCE GROUP
 Extended Decision-Making

Extended Problem Solving

Product Smart speakers
Perceived risk Middle to high-risk: quite expensive,
complex product
Information Processing Careful processing of information:
e.g. go in-store or online to compare
the different features and models,
Learning model Cognitive learning

Possible marketing actions Provide information via websites,

makes product placement,
magazines, group influence
Summary
Summary

The smart-speakers market:

- Is diversified
- Offers many different functions
- The prices range from £50 up to £400
- The more symbolic and functional a product is, the more
expensive it will be
- The risk is rather high and requires an active information-
searching through websites, reviews and advertisment
Summary
Bibliography

• https://www.techradar.com/uk/reviews/
• https://uk.pcmag.com
• https://uk.pcmag.com/smart-home/92422/the-best-smart-speakers
• https://www.youtube.com/user/FLOSSYCARTER