아이폰에 관해서 마케팅 리서치한 레포트 입니다.
Factors that affect when purchasing an iPhone
Social factors Culture Factors
People learn iphone through observations and direct experiences
e.g.) Observe and experience in daily life:
-Listening to music through iphone while exercising
-Surfing internet or playing games through iphone while going home in the subway.
-Using iphone to work (Telephoning, Stocks, document making, read News)
-Sees an advertisement or sees an actor/actress using iphone.
Cognitive dissonance from indirect experiences in the media lding an iphone in advertisements or in TV shows like ‘gossip girl’ and also in movies. These factors in media motivate consumers to purchase iphones.
Needs, Motivations, Personality, Perception, Belief
Depending on a person’s personality, perception, and belief, different features of i-phone may be considered as a priority
red that they are interested in newly released gadgets. They spend \50,001~\100,000 on leisure per week which is hard to predict whether they are an outdoor person or an indoor person.
In the survey, non-early adaptors show that they are not very interested in newly released gadgets. Therefore, 28 out of 38 respondentsonth and clothes is the item which they shop the most same as the early adaptors, but they show a very low involvement with purchasing electronic gadgets.
Target Market of the iPhone
The target market for the iPhone is a person who is an early adaptor, interested in music and electronic gadgets, and who is willing to spend quite a few amount of money on them as well.
Validity Check on Hypothesis
People who are more socially active tend to use more aspects of iPhone.
- This is actually not true because most of the early adaptors who are interest in electronic gadgets are not involved social activities and they are mainly interested in listening to music than involving in sports activities.
Femaleshone related accessories.
- This hypothesis is incorrect