The paper 'Purchasing Apple iPad Online " is a great example of a marketing case study. The internet has developed in a new distribution channel, online transactions are increasing. The development of the internet has created a new paradigm shift off traditional shopping methods. The consumers are not bound by the traditional opening times or specific locations. Consumers are becoming active at virtually any time and place and purchases services or products. The internet is relatively a new mode of communication as well as an exchange of information that has become essential in everyday life.
Internet users are increasing significantly; this indicates that online purchasers are also increasing (Bigne, Ruiz & Sanz 2005). This has made organizations and marketers to create a need to understand how consumers perceive online purchases. The internet provides consumers with purchase characteristics that are not found in any other medium. Some characteristics make the internet to be more convenient for consumers as compared to the traditional ways of shopping such as the ability to view and purchase products at any time, visualize their needs with products as well as discuss products with other consumers in different locations in real-time (Babu, Vani & Panchanatham 2010).
This report discusses how Apple Company uses the internet to market its products to customers using the consumer buying behaviour. The company uses different e-marketing approaches to ensure that consumers purchase its product. The product in focus in this report is an iPad brand from Apple Company. Apple international (Apple) manufactures, designs and markets mobile communications and media devices, portable digital music players, personal computers. It also sells a couple of related software, peripherals, services, networking solutions as well as third party digital applications and contents.
The company's products include: iPhone, iPad, iPod, Mac, iPod, Apple TV, The iOS and OS X operating systems, App Store, iBook Store and Mac App Store, a portfolio of consumer and professional software applications, iCloud accessories service and support offerings It sells its products worldwide through its retail stores, direct sales and online stores as well as through third parties. The company was founded by Steve Jobs, Ronald Gerald Wayne and Steve Wozniak on April 1 1976. It is headquartered in Cupertino California, United States. This report provides an analysis of the company's iPad brand.
iPad is a multi-purpose mobile device for browsing the internet and web, reading and sending emails, watching videos, viewing photos, listening to music, playing games, reading e-books and many other tasks (Kengthon 2011). This brand is based on the company's multi-touch technology; it allows users to connect freely with their contents and applications in a more interactive way. iPad allows users to access and use various digital applications and contents. This product was launched in March 2012 by the company; it has several iPad accessories which are available through the company's retail and online stores.
The latest of this brand is the iPad and iPad mini, the fourth generation (Babu, Vani & Panchanatham 2010). How the company uses different e-marketing channels in each step Need recognition – this is where I developed the need to have an iPad. I realize that I need this device to access the web and to read and send emails. I regularly use emails and access the internet daily; this made me need an iPad. This device will not only give me an opportunity to manage my email and access the web but also more services as indicated above.
I will not have to visit cyber café in order to access the internet especially when I want to read and send large documents. After recognising this need, I visited Apple’ s online store to evaluate this product with the intention to buy it. The current state is different from my desired state. I do not have the iPad currently but I desire to have one in the near future. Although currently I actually don’ t have it, I desire to have one.
This desire stipulated me to visit the company's online store to purchase this product (Kengthon 2011).
Babu, M. G, Vani, G, & Panchanatham, N, 2010, Consumer Buying Behaviour.
Bigne, E., Ruiz, C., & Sanz, S, 2005, The impact of internet user shopping patterns and demographics on consumer mobile buying behaviour. Journal of Electronic Commerce Research, 6(3), 193-209.
Evans, M., Jamal, A., & Foxall, G, R, 2006, Consumer behaviour: Chichester: John Wiley & Sons.
Kengthon, W, 2011, Consumer Buying Behaviour.
Solomon, M. R., Polegato, R., & Zaichkowsky, J. L, 2009, Consumer behavior: buying, having, and being (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.