Consumer Behaviour: Product Cultural Biography

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Apple - iPod

Cultural Biography – Individual Project

Consumer Behaviour

May 3, 2011

Table of Contents
Executive Summary3
Introduction4
Background and Historical Overview4
Marketing Issues7
Cultural Significance9
Personal Research Analysis11
Conclusion12
Bibliography12

Executive Summary
This paper is a cultural biography of the Apple iPod. iPods are the new portable music player small enough to fit in just about anyone's front pocket. Apple Inc created this new invention. On October 23rd 2001, Apple decide threw into the market the new mp3 player, called the iPod, capable of holding up to 1,000 songs. Tony Fadell developed the iPod. Fadell went to work for Apple in 2001 as an independent contractor, leading the development of new MP3 player. Later on with in eight months Tony Fadell and his team completed the iPod prototype.

The Apple iPod product has created an increasing demand around the whole world. Apple has marketed its product so good that it has had a great impact in society. iPods are targeted to young adults particularly between 15 and 30 years old, both males and females in the middle/high social class. To position the product in consumers mind, Apple Inc used a variety of product appeal and distinctive advertising campaign. The most common and effective type of advertising used to promote de iPods is to have musicians associated with each iPod. iPods have had a great impact on society and over the years this will continue growing. Due to globalization the iPod has been a product, which has caused cultural homogenization. Teenagers and adults, all around the world are buying the same iPods and downloading the same apps and music to put them into their iPods. iPods have a personality focused on simplicity, emotions, imagination, lifestyle, innovation, and passion. This small, innovated and high technology artefacts have become part of our lives and are essential for many people to be culturally accepted. The young and hip way of advertising not only their iPods but all of their products in an eye catching way has made that the quality of there advertisements is reassuring and will inspire more and more buyers to consume their products. Because of globalization, the rapid growth of innovation technology and the Free Trade Agreements between many countries have given iPods to expand all over the world and homogenize cultures, therefore peoples way of thinking are changing and time by time it is becoming similar, and this is affecting consumer behaviour. Introduction

This paper is a cultural biography of the Apple iPod. Some of the topics and subtopics which are going to be presented are the product description, how it was created, how it has evolved during the time and how it has penetrated the market so deeply that it has become one of the most sold mp3 players. Afterwards the consumer behaviour will be analyzed as well as the organization of sales, marketing operations and marketing strategies used by Apple to sell its product and place it in the top of mind of the consumer. I will then present the analysis of a small personal research I carried out. Background and Historical Overview

iPods are the new portable music player small enough to fit in just about anyone's front pocket. Apple Inc created this new invention. Steve Jobs, Steve Wozniak and Ronal Wayne own Apple Inc. The company was established on April 1 1976. It focuses its business on consumer electronics and software. With in its products it produces and offers portable music players, laptops, computers, mobile phones and software’s. On October 23rd 2001, Apple decide threw into the market the new mp3 player, called the iPod, capable of holding up to 1,000 songs. “It featured a 5 GB hard drive (See Fig. 1) and was capable of playing music in several audio file formats.” (Long, 2008) The iPod was announced several months after the release of iTunes; a program that enables you to buy songs, albums,...
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