Applied buyer behaviour in global context Essay

Applied buyer behaviour in global context - Essay Example Currently there are six main releases of iOS. These include; iPhone, iPhone 3G, iPhone 3GS, iPhone 4G, iPhone 4GS and the latest iPhone 5 (Beavis 2012). The Apple Company launched four TV advertisements. One advertisement focused on the new ear pods while the three showing off the device’s new features. ‘Thumb’ is one of the four ads that explain why despite the phone’s taller display users will still be able to reach the whole touch screen with their thumb. The ‘Cheese’ advertisement shows the iPhone’s camera application capturing a panoramic photo of a group of children in fancy dress. The adverts were narrated by Jeff Daniels the star of â€Å"Dumb and dumber and Newsroom†. ‘Physics’ shows off the design, size and weight of the iPhone 5. The advert shows the larger 4 inch display and the thinner profile of the device. The ‘Ear’ explains why apple chose the new design of the headphones. IPhone 5 TV adve rtisements Cheese Thumb Ear Turkey According to the Apple website (Beavis, 2012; pg. 01), the new iPhone 5 is eighteen percent thinner than iPhone 4S (7.6mm), it is lighter by 20% at 112grams. The bigger screen is 4-inch screen with 16:9 aspect ratios and an 1136 x 640 resolution and a retina display of 336ppi. The new iPhone is sold in two colors, black and white with different storage capacities. In comparison to the previous advert, the iPhone 5 advertisement concentrated on the awesome features of the iPhone. Labeled the ‘Genius ads’ the previous advertisement campaign consisted of three Television advertisements that were broadcasted during the Olympics Opening Ceremony and depicted an Apple worker (Genius) assisting several Mac owners in unlikely situations. The first Advert showed the Apple Genius on a plane helping a Mac owner make an anniversary film for his wife after forgetting the occasion. In second advert, the Apple Genius answers the door in his uniform a t four in the morning to an expectant father who wants to make cards to send the family to announce the birth of the baby, during this time the wife is in labor. The last one depicts the Apple Genius that bought a PC that is a Mac (Trenholm, 2012). The main focus of the Genius advertisement was to show potential customers that Apple has a team of experts available to attend to them should they encounter problems while using the unfamiliar operating system. It ended up offending the public who thought that it lacked creativity. IPhone 5 target market Demographically, iPhone targets consumers aged between 18 and 35. These are mainly the youth population composed of students and young professionals. They must be from a working class and mainly urban dwellers. Features of iPhone that are psychologically appealing to the consumers include stylish appearance, countless applications, multimedia, sensitive touch and user friendly technology. However, the main driving force towards the purch ase of an iPhone is the brand name. Image conscious individuals attach feelings of privilege when using iPhone. Such people are also fashionable, and in order to stay abreast with the current technological trends, they are likely to purchase every new release of iPhone. IPhone also appeals to tech-savvy individuals, attention seekers and extroverts (Piercy & Nicouloud, 2012). Furthermore, study shows that the majority of iPhone users posses similar character traits. For instance, they are lavish spenders who mainly buy branded products and are socially