(b) Aarav Mehta, the founder of TechNova Mobiles, is preparing to launch the company's latest AI-enabled smartphone targeted at young professionals…

CA Intermediate · Financial Management and Strategic Management · MTP · September 2026
(b) Aarav Mehta, the founder of TechNova Mobiles, is preparing to launch the company's latest AI-enabled smartphone targeted at young professionals and technology enthusiasts. Although the smartphone offers advanced features and innovative technology, Aarav believes that understanding consumer behaviour is essential for ensuring a successful product launch. He wants the marketing team to design a strategy that effectively influences customers' purchase decisions and builds long-term customer satisfaction. In the light of the above case, explain how Aarav Mehta can develop an effective marketing strategy by considering the various factors influencing consumer behaviour.

Suggested Answer and Working Notes:

(b) To effectively market the AI-enabled smartphone, Aarav Mehta should develop a marketing strategy by understanding the factors influencing consumer behaviour, which are: External Influences: Use social media, technology forums and collaborations with tech influencers to create awareness and build a positive brand image among target customers. Internal Influences: Appeal to customers' desire for innovation and superior performance by highlighting the smartphone's AI capabilities, premium design and advanced features. Decision-Making: Provide detailed product specifications, feature comparisons, demonstrations and customer testimonials to help consumers make informed purchase decisions. Post-decision Processes: Offer prompt after-sales service, regular software updates, warranties and encourage customer feedback and reviews to enhance satisfaction and build customer loyalty. Figure: Process of consumer behaviour By aligning its marketing strategy with consumer behaviour, TechNova Mobiles can effectively attract technology enthusiasts, strengthen customer relationships and ensure the successful launch of its new smartphone.

Topics: Part-A: Financial Management

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