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Psy 322 Case Analysis

In: Philosophy and Psychology

Submitted By ang4807611
Words 1164
Pages 5
Case Study Analysis
PSY/322
Monday February 24, 2014
Mary-Lynne Ament

Case Study Analysis
Consumer behavior determines how and why a person makes a purchasing decision. Marketers try to understand this behavior so that they can adjust their marketing strategies to increase their brand loyalty and profit. There are social, cultural and psychological factors that influence these behaviors. Some social factors include lifestyle, personality, family, peers, and life roles. The psychological element includes attitude, perceptions, beliefs and motivation. Some cultural factors include basic values, ideals and behavior. When a business is going to “go global”, they need to understand their target audience and interpret their buying behavior.
Apple iPhone in Japan case study
In 2008, Apple released the latest version of the iPhone. The release of the iPhone did well in most places except in Japan. Apple had estimated on selling a million units there but had later changed that estimate to 500,000. There consumer behavior in Japan was much different from the behaviors of other countries. These other markets were happy to welcome the new iPhone and all of its capabilities, but the people in Japan were not impressed.
In the case study of Japan to Apple’s iPhone: “No Thanks”, there was a hard lesson learned by Apple. It is fair to say that they did not do their research on Japan and the need for the iPhone. First there is cultural opposition because Japanese have high, complex standards when it comes to cell phones. The iPhone offered the 3G access which was nothing new to the Japanese. Their existing cell phones already had 3G for quite some time. Another issue is that fact that the people in Japan are heavy into videos and photography, yet the iPhone offered no real benefit in these areas. They also prefer to have a TV tuner built into their phone (Chen, 2009). The...

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