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Apple iPod


Apple iPod -- A Consumer Perspective

Apple iPod -- A Consumer Perspective

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  • 1. Welcome
    • Sagar Agrawal
    • 2. Pratik Gandhi
  • Agenda
    • Introduction
    • 3. Target Market
    • 4. Role Of Individual Factors
    1. Perception
    2. Learning and Memory
    3. Motivation and Values
    4. Personality and Lifestyles
    5. Attitudes
    • Conclusion/Recommendation
    (A Consumer’s Perspective)
  • 5.
  • 6. Apple
    • Steve Jobs Introduced in 1971
    • 7. Well known Electronic Company in the World
    • 8. Market Leader in the Product Category of portable Music Players
  • 9. Apple iPod
    • Portable Media Player
    • 10. iPod: Classic, Touch, Nano, Mini and Shuffle
    • 11. iTunes is a software can be used to transfer music.
  • Target Market
    • Teenagers and Travelers
    • 12. Transition towards a necessity
    • 13. Ease of use, Stylish looks attracted people of all demographics.
  • Role of Individual Factors: Perception
    • Vision, Touch and Hearing
    • 14. Classy Stylish and Attractive
    • 15. Music Players were referred as iPod
  • Role of Individual Factors: Learning and Memory
    • Sense of Belonging
    • 16. Music on the go
    • 17. Luxury accessories created to compliment iPod
  • Role of Individual Factors: Motivation and Values
    • Measured by the Expectancy Theory as the consumers expects the iPod to play his favorite music
    • 18. Maslow’s Hierarchy – Self Actualization and Self Belongingness
  • Role of Individual Factors: Personality and Lifestyles
    • Two Main Characteristics
    1. Queen Being
    2. Actress
    • Lifestyle iPod consumers are vast.
    • 19. Personal Music Library
  • Role of Individual Factors: Attitudes
    • Functional Theory of Attitudes – Utilitarian Function
    • 20. Rewards and Punishments
    • 21. High Involvement – Standard Learning hierarchy is applicable
  • Conclusion
    • Marketing strategies need to be implemented on a larger scale
    • 22. iPod has created a niche of its own, and formed a community which includes all iPod owners sharing music files, podcasts, videos
    • 23. The advertisements for iPod mostly consist of teenagers and people who are stressed and want to comfort them by listening to music.
  • Conclusion
    • Apple is well known for not keeping discount offers or bundles. This can be positive and negative.
    • 24. Apple should concentrate more on emotional appeal of the consumers. - Accessories
    • 25. There are many versions of iPods and each iPod has its own specialty. iPod should provide proper product differentiation in its catalogues, internet, and television ads, so consumers can make a rational decision and associate the iPod with their lifestyle.