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Essay / Research Paper Abstract
This 3 page looks at the way that consumers purchasing MP3 players perceive the iPod. The paper simulates primary research interviewing three iPod player owners who have bought new MP3 players in the last 12 months. The paper looks at the results which include an assessment of the way they made their purchase decision and the perception of brand personality for the iPod. The bibliography cites 4 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEipodres.doc
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Unformatted sample text from the term paper:
been able to maintain a dominant position, selling 300 million in the last decade and having 78% if the market in 2011 (Crook, 2011) Undertaking primary research to
assess the views of the MP3 player purchasers/owners regarding brand perceptions helps to reveal how and why the iPod has been able to remain the dominant brand. The research
involved talking to three MP3 owners, Alan, Amy and Bob. Each of the sample already owned an iPod, and had made a purchase within the last twelve months; Amy and
Alan had both purchased one of the iPod models whereas Bob purchased a SanDisk MP3 player. In each case the sample were making a purchase in order to replace an
existing MP3 player, and here familiar with the different brands and types of features. All stated that when making the purchase decision that they considered factors such as the
amount of music each could hold, additional features and brand reputation. Amy stated that she considered the way that the unit would feel and Bob specified that price was an
important factor. All the respondents stated they wanted a iPod that would perform well, be reliable and easy to use. The iPod described as a premium brand, where quality accompanied
price, with a strong image and personality embracing style and innovation. Amy saw the iPod as a fashion conscious celebrity, and Alan emphasised the better level of technology, seeing iPod
as the Coca Cola of MP3 players whereas other are the supermarket own brand coals. The SanDisk unit purchased by Bob was described as a solid reliable but boring.
Kotler and Keller (2008) note that the perception of a brand will play an important part of the way in which the decision making processes is undertaken. The perception
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