Thesis on "Market Research-Apple iPod Usage, Attitude & Image"
Thesis 4 pages (1052 words) Sources: 5 Style: APA
[EXCERPT] . . . .
Market Research-Apple iPodUsage, Attitude & Image (UAI) Study for Apple iPod
As part of its business expansion to South America, the iPod brand of Apple Inc. is about to be launched in Brazil. Marketing sets out to launch the brand and product to reach the goal of increasing sales in the country by 50% over the next two (2) years.
It is imperative, then, to identify the components needed in the marketing mix that Marketing must develop to achieve this goal. While the iPod product line has been successfully launched and currently dominating the portable media players market in the United States, it is still yet to be seen whether the Brazilian consumer culture will be receptive and would eventually patronize the iPod product line when it comes to choosing the best portable media player in the digital entertainment market.
Considering the cultural differences between North and South American consumers, particularly in their consumption and purchase habits, this proposed study will seek to determine if indeed, there is a difference between the American and Brazilian markets when it comes to preference and use of portable media players such as iPod. More importantly, this study will identify the Brazilian consumers' media habits, focusing particularly on their awareness and usage of audio-visual entertainment gadgets and software. In addition to determining consumer habits, this study also aims to mirror Brazilian consumers' perception of Apple Inc. As an American company and as a portable media player developer and manufacturer.
Research Objectives
Business Goal: Increase sales by 50
download full paper ⤓
To achieve this business goal, the following specific objectives must be explored and determined to best address the needs of the users of portable media players and users of audio-visual entertainment in the Brazilian consumer market, allowing Apple Inc. To increase its sales by addressing these consumer needs:
Determine the level penetration of portable media players in the media habits of consumers;
Identify the level of usage of portable media players among users;
Identify level of usage of audio-visual entertainment products among portable media player users;
Determine the level of acceptability of the iPod product line among users and non-users of portable media players;
Identify audio-visual entertainment bundles or packages most preferred among users and non-users of portable media players;
Attitudes and perception toward digital entertainment;
Attitudes and perceptions toward portable media players;
Attitudes and perceptions toward Apple Inc. As an American multinational corporation; and Attitudes and perceptions toward Apple Inc. As consumer electronics and software product manufacturer.
Methodology
Research Design
The proposed usage, attitude, and image (UAI) study will be the first phase of the research study. The UAI study is a quantitative, descriptive type of research aimed to specifically identify the usage habits, preference, and profile of both portable media player users and non-users.
Focus group discussions (FGDs) comprise the proposed second phase of the study, which is qualitative and exploratory in design. This exploratory research design will help Apple Inc. determine the most attractive and preferred digital entertainment package or bundle that will come with the iPod product line.
Research Methodology
The UAI study will make use of the survey method, and will utilize survey questionnaires… READ MORE
Quoted Instructions for "Market Research-Apple iPod Usage, Attitude and Image" Assignment:
“Congratulations! You were just promoted to marketing manager for Apple Ipod. This is doubly exciting because this is an overseas assignment, and you will soon be moving Brazil. Previously, you were a marketing research specialist for this product line in the U.S. In order to impress your new boss, you decide to take on the ambitious goal of increasing sales (of this product line in Brazil) by 50% over the next two years. Good luck!
Your first step is to do market research to identify what changes in the marketing mix are needed to increase sales. Since you have done a lot of market research in the U.S., you hope to be able to compare new studies (in Brazil) with the U.S. studies. However, you understand that it may be difficult to establish *****equivalence***** between research results in the two countries.
State your market research questions (what changes you think may be necessary to increase sales of this product by 50%), and the specific market research techniques you plan to use. Describe what modifications you will make relative to conducting this type of research in the U.S. and provide an explanation for these differences.
How to Reference "Market Research-Apple iPod Usage, Attitude and Image" Thesis in a Bibliography
“Market Research-Apple iPod Usage, Attitude and Image.” A1-TermPaper.com, 2009, https://www.a1-termpaper.com/topics/essay/market-research-apple-ipod-usage-attitude/6589659. Accessed 5 Oct 2024.
Related Thesis Papers:
What Attracting Customers to Purchase Apple Products Research Paper
Attracting Customers to Purchase Apple Products
Investigating the reasons as to why individuals purchase Apple Inc. products.
What attracts customers to purchase Apple products?
The IT industry is the driver… read more
Research Paper 30 pages (9235 words) Sources: 1+ Topic: Advertising / Marketing / Sales
iPhone 3g Research Proposal
Smartphones Comparison
Smartphones
Context of the Problem
Research Question and Sub-questions
Organization of the Study
COMPARISON of the APPLE I-PHONE to OTHER "SMARTPHONES"
"In today's age of high-speed Internet and… read more
Research Proposal 21 pages (5819 words) Sources: 40 Style: Harvard Topic: Computers / IT / Internet
Illegal Downloads: Ethics and Technology Thesis
Ethics and Technology: Illegal Downloads
Analyzing the Ethical Responsibility of Illegal Music Downloads
and Copyright Infringement
Serving as the catalyst of the debates, litigation and ongoing legal precedents that seeks… read more
Thesis 7 pages (2424 words) Sources: 8 Style: APA Topic: Copyright / Trademark / Patent
Ethics of Headhunting Structure Business Ethics Corporate Term Paper
Ethics of Headhunting
Structure
Business Ethics
Corporate Social Responsibility
Social responsibility frameworks
Personal recruitment
External recruitment
Executive search
What are the choices facing organizations? What are the consequences?
Inductive and… read more
Term Paper 33 pages (9767 words) Sources: 50 Style: Harvard Topic: Business / Corporations / E-commerce
Sat, Oct 5, 2024
If you don't see the paper you need, we will write it for you!
We can write a new, 100% unique paper!