Apples Marketing Plan

To amply appreciate the consumer behaviour, any company needs to the sound way comprehend the influencing factors involved during the decision making of a barter for and how it foot influence at every wooden leg of consumer get decision process. There be five stages in the consumer buying decision model: Problem recognition, Information search, paygrade of alternatives, Purchase, Post-Purchase valuation (Dibb et al, 2006, p.164). At first stage, the problem recognition originates which give the sack be due to various reasons or motivation factors. For example, a consumer whitethorn realize that s/he needs a take-away unison player. This need kitty arise because a consumer thinks that he wants to listen to music on the go except new(prenominal) factors such as marketing messages, advertising and production displays can also influence his/her desire. Another reason of motivation to infrangible can be the fulfilment of life value (Grunert, 2000, p123) where the con sumers curse certain consequences that products have for them. orchard apple tree Inc. has fully realized the grandeur of all the above factors and their iPod offers portable music player with easy-to-use features and with their strong marketing messages and brand establishment, it has appeared as a life-style and privilege for anyone to have this player.

The revolutionary success of orchard apple tree’s iPod has been accelerated by its simple and intuitive plan and liberalization to download music. The success has been demonstrated by apple’s mp3 player market share growing up to 70 percent in US (Krazit, 2008). With the convergence o! f digital services, consumers’ preferences are changing from single-service device to multi-service device to fill the curb lieu in their pocket. Developing products in which customers go onwards see a high value requires a high-priced understanding of customers – what they want, how they buy, what determines whether they will be satisfied with a product or service. (Grunert, 2000, p.109). Apple’s iPhone, which in...

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