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Consumer Behaviour

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  • iPod has two major archetypes that is Queen Being and Actress. Queen being has the characteristics of relaxing, comforting, and sociable which are similar to that of iPod that is it helps relaxing, comforting, and is very sociable device. Actress has traits of glamorous, dramatic, and involved and similarly users of iPod are highly involved with the product, and consider it a trend setter.
  • i-Pod

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