Consumers from all age-groups have shown preference to the Apple iPod videos. There is rapid shift in consumers switching from the conventional CDs to digital music and portable videos. The brand awareness campaigns launched by our company have made a deep impact on the consumer minds and this is reflected when they make the purchase decision. Consumers are not at all hesitant in paying the price for the iPod since they trust the brand. However, not all consumers feel the same way – a segment of consumers will also refrain from making the purchase of the Apple iPod.
The reason being they do not want to pay so much to own the iPod. They feel it is overpriced. The utility features supported by the product play a prominent role in triggering purchase decisions. Overall the Apple iPod video has been well received by the consumers – the 70 million sales over the last few years bear testimony to this fact. But limitations of the product in terms of picture clarity and screen size has created a negative impact on its market image. The Apple iPod allows the users to store and watch movies – but the size of the screen does
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Other competitive brands offer wider screen that makes movie watching a pleasing and satisfying experience. They also support a wider array of video formats with additional features like video recording, built in WiFi. Our company needs to realize the fact that when the consumer is willing to pay such a high price for a product their expectations from the product and the company naturally is high too. They expect their iPod to be the best and long lasting with all the advanced features and more. Moreover, the consumer is easily bored and is continually looking for more features.
Recommendations An insight into consumer mannerisms reflects strongly that Apple has so far been highly successful in registering their image in the minds of the masses. However, plunging sales statistics are indicative of the need to re-look into our marketing strategy in order to retain the existing market share. We need to focus on the following areas to strengthen our market segment: • Electronic gadgets are integrating various applications to provide the consumers with increased utility features in one simple device.
Incorporating some additional features into the product will boost the market image to a great extent as consumers’ need for utility in terms of price is fulfilled. Portable gadgets capable of accessing Internet, storing music albums, files, images, and videos along with phone and video recording facilities – all packed in one becomes a necessity of the day and registers well in consumer minds. • Consumers are not too happy with the image and picture quality and feel that the iPods should have a bigger and better screen quality and this will enhance its utility. When consumers download videos they expect to enjoy the same in terms of quality.
Apple video iPod should be well equipped in this technical aspect to boost its sales and image in the market. • Apple has adopted an aggressive marketing strategy and should continue to do so as it enables consumer retention and visualization of the apple product. More publicity on the Internet and articles projecting the edge of the Apple iPod video over other options available in the market will surely register a positive image in the consumer minds. • The brand awareness and positioning in the consumers minds is Apple’s strength that should be cashed in to generate more sales.
At the end of the day it is the quality of the product and its reliability that satisfies the consumer most and boosts the word of mouth recommendation of his purchase to other prospective buyers. • Innovation in product design and features are closely looked into by the customer. Electronics industry is largely driven by the willingness of a sizeable segment of consumers to spend more on the latest gadgets and changing consumer attitudes – the search for something new and unique will always guide the companies to adopt new strategies.
The report highlights the essential consumer attitude and behavior pattern that triggers purchase decisions. It provides a guide to us in deciding our future market strategy that is aimed at reviving the Apple iPod video in the US markets. Implementing some changes in the product design and features that meet consumer expectations will expand the current market shares of the iPod video. It is a great product with extensive utilities and our strategy should focus on communicating this message to the end consumers. References:
1. Hesseldahl, Arik. (December 3, 2008). Business Week. Accessed on February 2nd, 2009 from http://www. businessweek. com/technology/content/dec2008/tc2008122_679456. htm? campaign_id=yhoo 2. Apple company website. Annual Reports First Quarter Results. Accessed on February 2nd, 2009 from http://www. apple. com/pr/library/2008/01/22results. html 3. Iowe, Scott. (January 22, 2009). Apple defies market trends. Accessed on February 2nd, 2009 from http://gear. ign. com/articles/947/947307p1. html 4. Perner, Lars. (2009).
Consumer behavior: The psychology of marketing. Accessed on February 2nd, 2009 from http://www. consumerpsychologist. com/ 5. Apple company website. I-tunes. Accessed on February 2nd, 2009 from http://www. apple. com/itunes/ 6. Let’s Go Digital. (2005). Apple I-pod Video review. Accessed on February 2nd, 2009 from http://www. letsgodigital. org/html/review/apple/ipod_video/player_EN0. html 7. MyLearningHub. (2009). Apple I-pod sales statistics. Accessed on February 2nd, 2009 from http://www. mlearninghub. com/ipod_sales. html