There be five stages in the consumer buying decision model: Problem recognition, Information search, Evaluation of alternatives, Purchase, Post-Purchase valuation (Dibb et al, 2006, p.164). At first stage, the problem recognition originates which can be due to various reasons or motivation factors. For example, a consumer whitethorn realize that s/he needs a take-away music player. This need can arise because a consumer thinks that he wants to listen to music on the go but new(prenominal) factors such as marketing messages, advertising and product displays can also influence his/her desire. Another reason of motivation to secure can be the fulfilment of life value (Grunert, 2000, p123) where the consumers rely certain consequences that products have for them. orchard apple tree Inc. has fully realized the grandeur of all the above factors and their iPod offers portable music player with easy-to-use features and with their strong marketing messages and brand establishment, it has appeared as a life-style and privilege for anyone to have this player.
The revolutionary success of Apple’s iPod has been accelerated by its simple and intuitive design and liberalization to download music. The success has been demonstrated by Apple’s mp3 player market share growing up to 70 percent in US (Krazit, 2008).
With the convergence of digital services, consumers’ preferences are changing from single-service device to multi-service device to fill the limited lieu in their pocket. Developing products in which customers go forth see a high value requires a good understanding of customers – what they want, how they buy, what determines whether they will be satisfied with a product or service. (Grunert, 2000, p.109). Apple’s iPhone, which in...
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