Beats By Dre Analysis

Beats by Dre targets the self-oriented values of society. The self-oriented values reflect what individual members of society find desirable. Taking the concept or materialism versus non-materialism and expanding it to not only the accumulation of wealth; but, the accumulation of objects, Beats by Dre can fall in to this category. According to the article, Beats by Dre are in the upper segment of the headphone industry in terms of price, thus, falling into the materialism category. Furthermore, society, specifically America’s society, values status. Beats by Dre can satisfy this because due to the price, and the prestige of the brand, those who have Beats establish a “cool factor” amongst their peers.
Beats by Dre can also satisfy values in
Although Beats by Dre can appeal to a large majority of Generation Z, the African American culture could be a ludicrous target market. This group could be an ideal target market for a variety of reasons. One reason being that Black Generation Xers launched hip-hop, which has become a cultural value. Stereotypically speaking, African Americans listen to hip-hop and rap. These genres of music have heavy beats and have a lot of bass; which is also a value of Beats by Dre. Due to this value system, Generation Z is highly accustomed to value these types of music. Also, Generation Zers are heavily invested in technology. Also, these consumer preferences amongst the generation form habits for purchasing habits through out life, according to the book. Due to this reason, if Beats by Dre forms a relationship with African American, Generation Zers, and creates brand loyalty, these consumers would be more likely to continue to buy new products as Beats by Dre creates new
A teen would most likely play this role because they may see a friend have Beats at school, or see their favorite pro athlete promoting them, causing them to broach the conversation with their family. Either a teen or a parent (head of the household) could act as information gatherers. Teens may look into what different types of Beats are offered followed by narrowing down the search pool into products they may want. Parents may look at the reviews and compare them to “off brands” seeing if there is that big of a difference between the quality of Beats and the company’s competitors due to the higher price. A more frugal parent or grandparent could act as the influencer, proposing that the increased prices may not be worth it, or proposing that 99-450 dollars is unnecessary. The family member, most likely a parent, who is in charge of the family’s finances would act as the decision maker, determining whether the expensive product can be afforded, or if it is worth the cost. The purchaser would likely be the same parent who played the decision maker role. This would be because he or she weighed the options and the costs and decided it was a good, worthwhile purchase. Initially the user in this break down would be the teenager who initiated the buying process. However, if the rest of the family is impressed by the product, they too could become