Consumer Behavior

I will be analyzing the marketing of the Apple Smart Phones. These phones are extremely competitive when compared with similar market rivals. The products offer technologically advanced features and have become extremely popular to consumers. Apple has been very successful in pleasing its customers and maintaining a strong consumer base. The phones are aesthetically appealing and contain features that are unavailable on other mobile phones.

Since the price of the product is very high, the product is marketed to executives and business users. These phones are not usually affordable within the general consumer public and are usually sold to upper middle-class and high class consumers. The main target market is the executive and business segments.

The product is marketed on a large scale using strong marketing strategies. Internet advertising seems to have been very effective at providing good promotional campaigns. The company has been successful in grabbing the attention of its target consumers. The marketing strategies used by Apple are and effective and have contributed to the company's growth, increasing productivity. The successful marketing of these products have helped to generate a satisfactory profit (Capon, 2008). As a result, the productivity of the company is increased and it is has become very easy to move through the market.

As I pointed out before, the target market is the executive and business segments. The price of the product is too high for the general public. The evolution of technology has helped to bring smart phones into high demand. The product market is identified based on demographic data that identifies the technologically knowledgable consumers. The introduction of the smart phone was a revolution of communication in the technology age. Demographics also identify behavioral segments that identify the changing attitudes and technology cravings of the younger generation.

The product has received a good response from consumers who have been extremely satisfied with the conveniences that the products provide. Consumer behavior has influenced the market as well. Consumer behavior is divided into five important stages: recognition of the need, information search, evaluation of the alternatives, purchase decision and the post-purchase evaluation. All these are are considered by the consumer before purchasing any product. It involves a proper timing and discretion from the part of the customer (Hisrich, 2000).

The technology age brought a huge market for smart phone technology. There are many competitors who have produce similar products, but have failed to properly introduce them into the market. It is very difficult to meet consumer expectations after Apple has set them so high. Competitors should ensure that they examine Apple's features before designing new products. Consumers will base their decisions on all possible alternatives before making a purchase. It seems