Describe and explain the characteristics that affect consumer behaviour and outline the consumer decision-making process as it relates to Apple iPod Introduction
‘Consumer purchases are influenced strongly by cultural, social, personal and psychological characteristics’ (Kotler, Armstrong, Wong & Saunders). This report will investigate the characteristics that affect consumer behaviour and the consumer decision-process as it relates to the purchase of an Apple iPod. This report will be describing and explaining how consumers go through five different stages to reach a buying decision and outlining the consumer decision-making process when a consumer buys a product. The Apple iPod is a brand of portable media players and was launched on October 2001. There are four different types of players, which can play both music and videos, including the ‘iPod Classic’, ‘iPod Touch’, ‘iPod Nano’ and the ‘iPod Shuflfe’. The Apple ‘itunes’ software can be used to transfer music to the iPods from computers. Both the Sony Walkman and Samsung YP-P2 are the iPods biggest competitors and have the same touch screen control panel. They both can hold similar amount of music to that of an iPod. ‘Mintel forecasts that the UK audio equipment market will grow by an estimated 8% to reach a value of £2.2 billion at current prices over the period 2007-12. In real terms, with massive price deflation for electronics taken into consideration, this equates to 100% rate of growth until 2012.’ (mintel, accessed at 19th November 2009) ‘Market growth since 2006 for the Apple iPod has been in decline due to the high pricing scheme of the devices although price cuts like those applied to the iPod shuffle on Tuesday and cheaper Internet –capable models down the line should help the company reverse course and maintain a steady rate of growth through 2009, says one Wall Street analyst’, (http://www.appleinsider.com/articles/08/02/20/growth_potential_seen_in_steadily_maturing_ipod_market.html 20th...
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