Premium Essay

Roles of Different Types of Consumers in Demand for the Iphone

In: Business and Management

Submitted By joses02
Words 1876
Pages 8
On the 14th of October, hundreds and thousands of people from all around the world queued for hours just to purchase a gadget of the future – the iPhone 4S. “Outside the Apple store on Regent Street in London, a line of shoppers snaked down nearby Hanover Street ... [whilst] in Covent Garden at least 700 people were queuing (Mathis, 2011).” It makes one wonder how innovative this product really is to draw this much attention. What do consumers see in the iPhone? Is it about product viability, status enhancement or just another Apple product to tick off the list?
“Consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants (Shah, 2010).” There are six main types of consumers in society, each with different roles. It is vital to examine the various functions of each type of consumer with regard to the iPhone. Several factors influence the type of the consumer and his/her consumption. These range from culture, social class, family, roles and status, age, occupation, economic situation, lifestyle and beliefs. Basically, consumers identify themselves within a particular group and act accordingly towards consumption and demand for innovation whilst considering the product life cycle.
In order to determine the effect of the iPhone on consumers, a background of the product must be considered. The iPhone 4S is the most advanced piece of technology Apple has ever invented. It is an upgrade to the iPhone 4 and was released only a month ago. Its new features include Siri, an intelligent personal assistant that helps you with your needs. Moreover, it has a dual-core A5 chip which makes browsing, gaming and everything faster. Add to this an 8MP camera, iOS 5 updated software, iCloud to store content on devices and all the previous functions of the iPhone 4 and you have the smashing new iPhone 4S, “the most...

Similar Documents

Premium Essay

Marketing the Iphone 6

...Marketing the iPhone 6 Kegan Wilson MGT 330 Management for Organizations Instructor: Donna Falloon August 31st, 2015  Section 1: The Introduction This paper will discuss and outline how the marketing practices and strategies are defined as well as utilized to market the sales of the iPhone 6 to foreign markets. Marketing is defined as the method by which companies generate value for consumers, and it is built on that same value in order to develop strong, lasting relationships with the target audience who thus become the company’s primary customers. Marketing entails understanding consumer needs and consequently developing products and/or the services required to satisfy those needs. The marketing process involves understanding the consumer, building strong, lasting consumer relationships, creating a sound marketing strategy, and capturing the value from consumers. (White, 2012) This paper will present the process of marketing while also attempting to market the iPhone 6 in the United States and overseas. Section 2: Understanding the Consumer In the marketing process, the first step is to understand the marketplace and the consumers’ needs. During this step, the market manager needs to comprehend the consumers’ requirements and then offer the associated products and services to satisfy those particular items. Their individual personality shapes the customers' desires, and when supported by their purchasing power, their wants become demands....

Words: 2949 - Pages: 12

Premium Essay

Econ 365

...Apple Inc. is a multinational corporation with 284 retail locations spanning 10 different countries. Apple has developed a unique reputation and is currently the largest technology firm in the world; with its stock market value reaching $500 billion in sales for 2011, (History of Apple, 2012). With headquarters located in Cupertino, California, Steve Jobs and Steve Wozniak successfully invented, and launched the first personal computer kit on April fool’s Day in 1976; known as the Apple I. The following year, the Apple computer, or Apple I, led to the incorporation of Apple Computer, Inc. As technology grew through the 80’s and 90’s, Steve and Steve continued to manufacture personal computers, or PC’s, including product lines such as Apple II, Macintosh, and Power Mac. Advancement of Apple Computer Inc. Steve and Steve continued to grow Apple Computer Inc., becoming the multinational leader in the consumer electronics industry and in 2001, dropped ‘computer’ from its name; after the successful launch of the iPod. The success of the iPod set the stage for future products, such as the MacBook line of portable computers, the Apple iPad released in 2010, and the Apple iPhone; the best selling device in consumer electronic history. iPhone 6/ iPhone 6 Plus Demand from consumers for a larger iPhone was the foundation for Apple Inc. to release new products in the iPhone product line;...

Words: 1737 - Pages: 7

Premium Essay

Ngdfb

...qwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwer......

Words: 3453 - Pages: 14

Premium Essay

Business Management

...Current Market Conditions Competitive analysis To successfully complete a current market conditions competitive analysis of Apple’s iPhone one must first examine the history of this product. Apple released the first generation of iPhone on June 29, 2007. Apple’s CEO Steve Jobs made an announcement to introduce the iPhone in San Francisco at the MacWorld Conference and Expo. Jobs told the crowd the iPhone was five years ahead of the market of cell phones. The development of the iPhone was based on the combination of an MP3 player and telephone. The phone was the first of its kind. The iPhone was exclusive for AT& T customers because of the agreement with the two companies. AT& T was the only wireless carrier to carry the iPhone for the first five years. Apple would have to create an operating system because other data network was too slow. The iPhone runs Apple’s iOS mobile operating system. The iPhone has a multi-touch screen, virtual keyboard, Wi-Fi and cellular connectivity. Currently, there are seven generations, and they each have revised iOS operating system. The iPhone had the ability to run only applications Apple created. “However, in 2008, Apple introduced a kit that allows anyone to write programs that could run on the iPhone (Gresham, 1999-2013). Today, there are approximately 425,000 applications available to iPhone users....

Words: 2351 - Pages: 10

Premium Essay

Mmgp- Market Analysis

...Description: Describe your product’s functions, applications, uses, and what value it offers to consumers. The iPhone is just one of the many technological devices that Apple, Incorporated. offers to its consumers. The iPhone’s primary function is that of any mobile device used to communicate with others. However, with its recent innovations, the iPhone has become so much more than just a cellular phone. It has become a multi-tasking device that consumers can use to manage their lives and businesses. Currently, the newest version of the IPhone is the 6s (or 6s Plus), which boast up to a 5.5-inch high resolution screen. Functionally, the phone features of the iPhone include visual voicemail, standard text messaging and voice dialing. It also offers a robust web browsing capability with the native Safari web browser, but also allows its user the ability to install the Google Chrome browser as well. The iPhone’s email function allows the user to load multiple email accounts, giving the consumer access to their personal and business email. In addition, the iPhone has one of the most robust and solid application programs in the industry. Anything from games, professional business tools, to entertainment applications are available for download on the iPhone. Overall, the iPhone continues to provide its consumer with a high-quality, multi-tasking experience with the ability to manage multiple tasks whether personal or professional....

Words: 7377 - Pages: 30

Premium Essay

Buniness

...I will discuss the change in consumer demand for products from the tech companies after the DOT COM bubble burst and will also use examples as needed. Also discussed in this paper will be a few examples that multinational corporations can use to leverage the growing consumer demand for their products. Assignment 5: Financial Management Due Week 10 and worth 190 points Using the WileyPlus resources, go to the “How News Lifts – or Sinks – World Stock” example. http://edugen.wiley.com/edugen/courses/crs6266/boone9780470531297/c16/media/Interactive_Case_Study/ch16_case_study_new/CaseStudy2.html Create a ten to fifteen (10-15) slide PowerPoint presentation (be creative). Be sure to use the speaker notes for the details. 1. Select two (2) tech stock companies that attempted to make profits from rising consumer demand after the crash. Analyze how they attempted to make a profit after the crash and discuss any unethical practices. After the DOT COM boom, there were a number of companies that emerged that investors thought would make them a lot of money. Some Dot Com companies managed to boom and stay afloat and most of them went right on down the internet pipeline. Billions were poured into these companies in hopes that their stocks would race to the skies. Low and behold, their stocks plummeted, leaving millions of investors broke and dozens of Dot Comers and CEOs bankrupt....

Words: 1870 - Pages: 8

Premium Essay

Business Research Report Proposal

...BUSINESS RESEARCH REPORT PROPOSAL Student’s Name University Affiliation Business Research Report Introduction After a great talk with the Holmes Institute students, we decided that our research will be based around the various problems that owners were getting from their iPhones.The various issues obtained from research include; battery life and strength of the signal. Due to the obvious truth that apple have dominated the whole market in mobile phones since it was released in 2007, we decided that this will be our topic of research. According to recent research 44.9% of the mobile phone market is owned by the Apple. It should be noted that several additional articles were actually published that were addressing the various problems which were being experienced by the Apple users. It should be fascinated if we investigate whether the same number of problems was also facing the students in the Holmes Institute. The research proposal will be founded and be discussed in details and in systematic order. The background information will discuss the literature review of the proposal in depth hence establishing the relationship that can be found in the research work. The problems and the objectives will also be discussed to form the basis for the real discussion. The mechanism and the techniques of the research and data collections will also be discussed in the report. Finally the report findings and conclusion will be drawn to finalize the research work. Background......

Words: 2575 - Pages: 11

Premium Essay

Apple Analysis

...., founded in 1976 by Steve Jobs and Steve Wozniak were looking to create a new type of computer. Thirty years later not only have they become one of the leading computer companies, but have also become successful in many other technological areas. Apple has branched out in computers (iMac, Macbook, Macbook Air, iPad), music industry (iPod, iTunes), cellular phone (iPhone), and have become leaders in these areas as well. To make an informed decision of whether or not to invest in Apple Inc., a business analysis must be done to determine the financial health of the company. The United States has been enduring an economic downturn since December 2007, according to The National Bureau of Economic Research (Isidore, 2008). Despite the recent economic downturn, Apple Inc. has turned a substantial profit for the past five years and is consistently one of the top performing firms in the Fortune 500. A review of their financial statement shows the extent of their success through the country’s struggles. Apple Inc.’s balance sheet, which is provides detailed information about a company’s assets, liabilities, and shareholder’s equity (U.S. Securities and Exchange Commission, 2007). Apple Inc. has reported steady grains of their assest from the preverious years. They reported a gain of 150% in 2007, 16% in 2008, 1% in 2009 and 11% in 2010. Apple Inc.’s total current assets went from $14 billion in September 2006 to $41 billion in September 2010 (Apple Inc....

Words: 3350 - Pages: 14

Premium Essay

Iphone Coursework

...References: 23 Appendix: 24 Executive Summary: This report’s aim is to identify the background and history of the apple company and how the iphone is developed and become one of the most necessary products of people. Furthermore, it is presented the marketing strategy as well as the competitive environment. It is a well known fact that Apple is a most successful company worldwide. This happens because of the successful marketing strategy that uses and the distinctive characteristics which the Apple’s products provide to their consumers. The first section of the report...

Words: 4981 - Pages: 20

Premium Essay

Phase Three Sales Plan

...With all these benefits and features the iPhone has eclipsed out of the growth stage in the product life cycle because of competition and to keep the iPhone on top was imperative to develop a successful sales plan. Implementation of this sales plan will increase sales 30%, enhance revenue 25%, and increase the sales of the product. It would...

Words: 6279 - Pages: 26

Premium Essay

Swot of Apple

.... | Industries served | Computer hardware, Computer software, Consumer electronics, Digital distribution | Geographic areas served | Worldwide | Headquarters | U.S. | Current CEO | Tim Cook | Revenue | $ 156.508 billion (2012) | Profit | $ 41.733 billion (2012) | Employees | 72,800 (2012) | Main Competitors | Samsung Electronics Co., Ltd., Amazon.com, Inc., International Business Machines Corporation, Cisco Systems, Inc., Google Inc., Microsoft Corporation, Dell Inc., LG Electronics, Lenovo Group Limited, Hewlett-Packard Company, Sony Corporation and many others. | Apple Inc. is an American multinational corporation, which designs, manufactures and sells personal computers, consumer electronics and software, and provides related services. The business has experienced a tremendous growth from 2001 when it has introduced its iPod mp3 player. Apple Inc. is considered to be the most successful electronics company in the world. Mission Apple mission statement 2013 | “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.” | Overview Apple’s mission is one of the poorest statements that can be found in our list of missions....

Words: 9551 - Pages: 39

Premium Essay

Marketing Plan

...In fact the market demand is increasing steadily in regard of this new type of technologies. Companies such as Samsung and Google had introduced wearable devices such as the Galaxy Gear or the Google Glass in order to create a new way for consumers to interact with technology. The iWatch will satisfy a new demand that is estimate to five million shipments in the next year. (Ranck, 2012, p. 1). Using the Apple strengths such as advanced patents, strong brand equity and extensive distribution channels; the iWatch can be, like the iPod, a strong vector of development for the company. In fact, the marketing objective proposed by this plan is to become a leader on the wearable technologies market and ultimately sale three million units by the end of next year as a financial objective. This document will present the marketing mix that will allow Apple to reach those objectives. Elements like fashionable design, high quality and new technologies will permit the iWatch to be positioned as a high-end product; and therefore enhance Apple’s position as an innovative company. Ultimately, a milestone will be presented to reach the marketing and financial objectives in order to implement the plan in an efficient way. 2.0 Situation Analysis The mobile technologies have evolved tremendously in the last decade. Benefiting from lower manufacturing costs and the...

Words: 4293 - Pages: 18

Premium Essay

Economics

...Although the market is open and competitive, the intensive use of technology for differentiating their product and the big budgets spent in advertising and branding have made the majority of markets been dominated by few companies such as iPhone, Samsung, HTC, Nokia, Blackberry, Sony, Ericson, Motorola and Siemens. (Koetsire, 2013) a very tough competition between these companies each of them trying to win bigger slice of the market share and surprise their customers with new features trying to be a first mover advantage on each new feature occurs. This essay will analyze the mobile phone devices prices in the market and analyze the economic factors that determine the prices of mobile phones in a free market. OBJECTIVES The first objective of this essay is to identify and discuss each economic structure and decide which one applies to the phone devices market, the second objective is to discuss this structure in further details to understand the economic environment surrounding the phone devices industry. The third objective is to identify and discuss briefly each model that is used to analyze the economic structure in order to decide which model suits best for to analyze the demand and price behavior of this industry, hence analyzing this model in further details and apply in to the phone devices market. The last objective is to conclude our findings about how mobile devices are being priced within the free competitive market....

Words: 2003 - Pages: 9

Premium Essay

Apple Part 3

...As my role of mutual manager, am going to review how recent economic trends have influence the business, what strategies Apple has used in adaptation to changing markets, what tactics the company has implemented to achieve their strategic goals and how the role of human resources plays in helping the company achieve its business goals. After a couple years of layoffs, bankruptcies, and bailouts, Apple managed to report record revenues, sell a record number of IPods and IPhones, and moved the second highest number of Macs per year in the company’s 32- year history in 2010. Apple achieved this by getting 46 % of their revenues offshore. According to Tim Cook, Apple COO, United State IPod sales stale, at the unit level, three percent year over year, but all growth numbers, came from international markets. He stated that international versus the United States, international on Mac was much stronger than in the United States. International growth was 16% on Mac year over year and two percent in the US. He also noted that several countries exceed 20 percent in Mac growth. Apple CFO Peter Oppenheimer stated that the retail performance outside the United States was a bit stronger similar to what we saw in other parts of the business. “We think our retail stores are helping us in each of our geographies, they are a great place for new customers particularly those new to the Mac to come experience our products and understand them.”  ...

Words: 1398 - Pages: 6

Premium Essay

Apples Marketing Policy

...Also, the reasons why price plays a pivotal role in terms of Apple’s international marketing will be specified. Apple’s distribution policies will be examined and explained; as well as the promotion strategies that are used by Apple to enhance its global appeal. The report will also provide a SWOT analysis; this is a strategic method that will be used in order to evaluate Apple’s strengths, weaknesses, opportunities and threats in terms of their international marketing. Therefore, detailed analysis and evaluation will be provided. Strengths and weaknesses will be mentioned specifically; also opportunities such as Apple entering new markets will be explained. Furthermore, the threats that Apple faces in terms of its international marketing such as increased competition will...

Words: 3798 - Pages: 16