Ipad Mini Consumer Behavior Analysis

In: Business and Management

Submitted By AmberIsEating
Words 2154
Pages 9
Introduction
Our group choose Ipad Mini as the product discussed in the assignment. Ipad Mini is the newly released Ipad of Apple Company which is very special in the Ipad category because it is the first Ipad of only 7.9 inches screen and of the lowest price in Ipad series. Many spectators in the industry regard Ipad Mini as a powerful hit which can greatly expand the potential tablet market (such as female market, lower-ended market) because its lower price and smaller size.

Ipad Mini is picked up as our topic not only because of its unique influence to the small-size tablet market and its strategic significance to Apple Company after the death of Steven Jobs, but also it falls into extended decision making progress, which involves a complete set of decision progress to discuss. Ipad Mini is relatively high in price compared with other small size tablets and it may greatly influence the entertainment aspect of owners’ life style, thus people would experience a complex progress of information searching, selection and evaluation before the purchase. This makes it high purchase involved and high product involved.

1.Define a target for your product. Explain, using relevant theory, the reasons for choosing this target market.

Our group chooses target market to people of the age of 21-45, with incomes of $75k-100k interested in gaming, e-reading and surfing on the Internet. The reason that we choose people aged 25 to 45 years old partly is that this age group fall within the Generation Y (born between 1977-1996), the majority consumers and early adopters on the services relating to the Internet ,and electronic products. Their enthusiasm and affordability on costly, newest high-technique products which other population is less likely to purchase make them a significant purchase power for gadgets like Ipad Mini.

Moreover, this age group covers the households…...

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