Ipad Mini Consumer Behavior Analysis

2154 Words9 Pages
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…show more content…
Describe, using relevant theory, each step of the Decision-Making Process that the consumer would go through when purchasing this product. As is stated in the above, Ipad is a both high purchase involved and product involved product, so it falls into the extended decision making. That means consumers would go through all the five steps in the decision making process. In the first stage, problem recognition occurs after need arousal and problem recognition. Speaking of problem recognition, when the ideal state is enhanced, there are several probabilities that individuals want to buy an Ipad: (1) social class. (2) Reference groups. (3)financial status. Better financial status leads to higher expectation. (4) Motive. The ego need and self-actualisation in Maslow Hierarchy of Need Theory and the tension relief and self expression need in McGuire’s Psychological Motives can lead to a higher expectation for gadgets like Ipad Mini. As people age, their expectation and requirement towards entertainment may get higher, potentially leading to purchasing Ipad Mini. Regarding the need arousal, there are these relating elements: (1) Past decisions. (2) Natural depletion of existing products. (3) The instrumental or symbolic performance of the owned products is not satisfactory. In the second stage, consumers search for information on the relevant brands for the future evaluation and selection. The information can be external or internal.

More about Ipad Mini Consumer Behavior Analysis

Open Document