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*Please read all directionsABOUT THE PROJECTSelect One Product Category that is of substantial interest to you. For the project, you will need to collect data (over the Internet, from news papers, and other media) on 5 aspects of the product category. The overall length of the project should be between 15- 20 pages single spaced can contain graphics tables and images. The project will have 5 parts, relating to one product category. Each component of the project listed below (a-e) will be individual assignments for submission at different times of the course.Aspects to be careful about:1. Selecting the product category: Make sure you do some basic research online about the categories you consider studying to ensure sufficient information is available on the internet. Sometimes students realize half way through the semester that they should have selected a different product but at that point of time neither are they allowed to change their selection, and even if they were, they would not have enough time to catch up redoing all the work pertaining to the previous sections for the new product.2. I will provide feedback to each student on their project parts, and when submitting the full (final) document the students should incorporate changes in response to that feedback. Then, I will allow for grade improvement. But for each project part, the students need to provide attention to detailed information, seek out research others have conducted in the area, and provide relevant data. The project is not an autobiography of students personal experiences, it is meant to be an objective application of what they have learned from the textbook. If a student submits content in a project part that is not well researched, not detailed, with grammatical errors and less than a page, I will submit a null grade with no future opportunities for grade improvement.3. Any data or report being used as a relevant reference should provide a citation and a bibliography. Use the APA style. http://www.easybib.com/guides/citation-guides/apa-…4. Look at the sample project provided in the course information section. Look at overall length, each section, types of data provided, charts and visuals.5. Assessment will pay attention to quality of material content (data, reports), creative content, packaging, analytical ability and presentation skills.Below is the Part I need you to do:What are the predominant attitudes in the marketplace about these products? Create a list. How do family and other social groups influence consumers’ attitudes and usage of this category of products? Mention dominant pre-existing beliefs. Needs to be 3-5 pages 🙂 Product Category: Women’s Cosmetics. I will also be paying for the remainder of the project and to help fix part A and B if I get a good grade on this one!
consumer_behavior_project_sample_1_.pdf

part_c_elinski.docx

20171017015110syllabus.docx

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BUS 338
Professor Banerjee
December 9, 2015
PRODUCT CATEGORY: EAR SPEAKERS
Part A: What are the different segments in the existing market for this product?
Ear speakers are one of the world’s growing industries. In today’s society, you can’t walk
down the street, into a coffee shop, or through the park
without seeing someone with a type of listening device in their
ear. It’s become a form of entertainment for the busy individual
who can’t spare their sight at that given moment. These ear
phones are being used for listening to music, hands-free phone
calls, watching videos or movies more privately, for private
computers, as a quieter form of entertainment for children, etc.
These devices originated in 1920 by inventor Nathaniel
Baldwin. He used an earpiece to listen to audio signals before
amplifiers were created (UPI). The invention was sold to the
US Navy and although similar, alternative devices were also
created, it wasn’t until the 1950s when John Koss, a musician,
produced the first stereo headphones designed for listening
to music (UPI).
As many segments in many industries do, the purpose and
intelligence in the devices have grown over time. This is
especially true for the past two decades during the technology boom. These devices have
become much more practical for the average consumer and it is extremely uncommon not to
own such devices. This invention has made personal entertainment available at any location,
with respect to the environment and people around you. It allows
the consumer to enjoy their music, films, lectures, calls, etc. at a
reasonable volume without disturbing their immediate
surroundings. Many consumers use music as a motivator, a destressor, a mood booster, and something to make the time pass a
bit more exciting during an average day.
Ear phones have been a continuous growing market since
their birth in the 1920s, but especially since their musical crave in
the 1950s. Just like any other market, they have also shown their
style, trends, and claimed class among its consumers. In the 1980s,
the Walkman was created which allowed society to listen to
cassettes on the go. It was the first insight of mobile music (UPI). The market is constantly
finding new ways to improve the current device. We are now seeing trends of Bluetooth,
waterproof, and microphone ear phones. According to ReportLinker, “TechNacio’s analysts
forecast the Global Headphone market to grow at a CAGR of 12.70 percent in terms of revenue
of the period of 2014-2019. In terms of volume, the market is forecasted to grow at a CAGR of
4.18 percent.” There is no doubt that this industry is going to continue booming for quite some
time.
There are multiple segments and consumer needs that these devices fall into. The first
being ‘on-ear’ headphones. The original ear phones created by both Baldwin and Koss were
both on-ear. When the Walkman was created in the 1980s, the population mainly carried their
source of music with these inexpensive, yet flimsy on-ear headphones. These devices are
considered more comfortable, but have trended in and out of style over the past decade,
forcing their success numbers to jump up-and-down on the charts. Although comfortable, their
original design was easily destructible, and had a bulky-looking style that swayed consumers in
the new direction of in-ear headphones.
Similar “over-ear” headphones are still
popular in the market place for the consumer who
may want to sway with the trends, but doesn’t have
the financial means to afford the branded product
that is currently swarming the market.
These over-ear headphones are also targeted
by a very practical consumer who is looking for
comfort and may find this style to be preferred to
their liking over the rest. The demographics for these
types of ear speakers really varies from young to old, and in all financial aspects of the market.
The product itself can range from very inexpensive, to costing what the average consumer may
see as expensive, approaching $200 and above.
For the consumer who is looking for
comfort and practicality, the demographic would
be above 40 years of age, with a lifestyle that
doesn’t require much use of ear speakers, but only
has use for them a handful of times throughout
the year while on planes or public transportation.
This segment also fits an older consumer who may
listen to books on audio and find these speakers to
be to their comfort pleasure.
As the market has grown, so have the options for over-the-ear headphones. Whether
it’s for professional use, or just to have the best of the best, brands such as Beats by Dre are
really a growing market in the over ear headphones category. These items are more expensive
than some consumers would be willing to spend for ear speakers, however the branding and
popularity, along with quality, is important to certain consumers. These consumers fall into a
younger crowd, mainly under 35 years of age. Headphones such as these are also popular and
used mostly in the music industry. It doesn’t matter if you’re a million dollar music producer, or
a weekend wedding deejay, these headphones are for the professional musician.
The second segmentation of ear
phones are in-ear headphones. In the 1980s
and 1990s, manufactures started
customizing the headphones to make them
more portable and lightweight, but it wasn’t
until 2001 when Apple started selling them
with their products, did the in-ear ‘earbud’
really hit it’s market peak. By 2011, 64% of
the population were using in-ear devices
(Futurescope).
These new devices were much more consumer friendly than what was currently on the
market. They are conveniently more compact and manageable than any over-ear headphone
previously or currently introduced to the public. It provides a discrete look that can be easily
hidden or unseen, drawing less attention to listeners. It provided a perfect solution to the
consumer on the go who needed a more practical solution for their daily routine.
Demographics for these products are active consumers who would use these devices
during a workout, run in the park, or simply on their busy commuter lifestyle would target
these products. Along with the active consumer, these in-ear ‘earbuds’ became such a
consumer commodity that they became inexpensive to produce and can sell at a very low price.
You can now find these ear phone in gas stations for just a few dollars. The convenience to
obtain and low cost of these earbuds make them appealing to all consumers.
Similar to over-ear head phones, ear buds also come in a variety of options, and can be
very inexpensive and practically disposable, to costing the consumer upwards of $100. These
aren’t ideal for professional work, but seem to draw a younger crowd who prefers the feel,
style, and traveling convenience of ear buds, as well as great sound quality.
Noise cancelling, performance enhancing ear phones are a third segment in this
category. In 2008, musician Dr. Dre released Beats by Dre headphones (Beats by Dre). These
over-ear headphones hadn’t been seen in years due to the outbreak of the in-ear ‘earbud’
headphone. With a new product, came a familiar face and industry leader. According to Rasika
Iyer, Research Analyst at Futuresource, “Traditional headphones brands Philips, Sony, JVC,
Sennheiser and Skullcandy combined accounted for 45% of global headphones shipments in
2012 and in terms of value, Beats by Dre has captured 23% of global revenue” (Ceatec). These
branded headphones were promoted by their sound quality. Beats by Dre was the initial
headphone with concern of sound quality, noise elimination, and branding that would sweep
the nation and the world. The branding of this new technology was not only a new business for
the music mogul Dr. Dre, but also the first of the industry to have made a new product shelf for
itself by investing funds into quality. The consumer targeting Beats by Dre products are looking
for quality, trending and style in their product over price, convenience, or portability.
The success of the original over-ear headphone prompted the brand Beats by Dre to
develop an entire branch of products for consumers from ear-buds to portable speakers. This
brand has found a way to target multiple consumers with their various products. Powerbeats
provide a type of fastener that allows the device to sit more comfortably in the ear canal
without failure of falling out. Beatspro has the sound enhancement for music professionals to
provide them with the top-of-the-line devices for their careers (Beats by Dre). All Beats by Dre
products are statements for music quality and sound enhancing technology. Their price tags are
high, appealing to the trendy, luxury needed consumer.
Part B: What are the different motivations consumers have to buy ear speakers?
As most marketers will tell you, different consumers have different needs and features
they look for in products. This remains true in the category of ear speakers. When shopping for
new ear speakers, Consumers Report recommends to “evaluate the sound quality, make sure
they’re comfortable, and choose a design suited to your expected use.” Although this is all
great advice, it doesn’t necessarily help the needs of consumers looking for something more
specific.
The basic listener who is mainly using ear
speakers as a form of passing time listening to
music occasionally will generally be looking for an
affordable, semi-disposable ear bud. A consumer in
this category would generally use ear speakers
while working, studying, traveling, etc. that would
perhaps consider price over quality. These can be
found and bought almost anywhere from grocery
stores to gas stations which also gives them appeal
due to their accessibility. These types of earbuds are given away on airplanes and seminars, and
are usually included when you purchase a new phone. For example, Apple sells their basic
earbuds for $30, but includes them in any purchase of a phone. According to a study conducted
by WashFM, 53% own at least three pairs of headphones and 62% say they’d rather go a day
without ANY human interaction than a day without their music.
The motivation behind this basic earbud is simplicity, accessibility, and price. Often
times, consumers will have a choice of color as well to personalize the item a bit more. The
busy consumer who has no strong needs when shopping for ear speakers will find the simplicity
relaxing, the accessibility favorable, and the price reasonable, making these basic buds the best
solution.
Comfort is a general category in any type of study and
research. A consumer who is a general or common user of an
item will buy the basic type until they get more involved.
Comfort often becomes one of the most important features
that one looks for in a product. Over-the-ear speakers have
been known to be the best choice when choosing comfort.
Whether it’s listening for long periods of time, for use when
traveling or lounging, or simply just because, comfort is a big
motivator to most all consumers.
Other consumers are very active and greatly
consider their activity level when trying to find out
which ear speaker works best for them. These
consumers consider how adapting these ear speakers
into their daily workouts will work out best and
which speakers offer the best features to lessen the
hassle. Bluetooth and waterproof speakers are most
recommended and used by the consumers that fit
into this category. Individuals are able to listen to
music, books on tape/ebooks, listen to seminars for motivation, or lectures for work or school.
If you were to walk into any gym in America today, you will see the majority of participants
wearing some type of device in their ear. Many use it for motivation for their workout and even
have playlists of songs that will push them harder and allow them to get more from their
exercise workout. These ear speakers are so important to users for their workout, 40% of
participants surveyed stated they would skip a workout if they got to the gym and realized they
left their headphones at home (WashFM).
Manufacturers are now making waterproof speakers that are able to get wet or even be
submerged in water and continue to
work safely. These have become
popular among swimmer and many
Olympians. For the amount of time
spent in the water, it is a great
investment and will help with the
workout. It can also be considered ideal
for divers, and even laborers or
consumers working outside where they
are exposed to the elements such as
rain, sleet, and snow.
Bluetooth speakers are among the most
popular sold currently, and are becoming the
overwhelming leader of the market because they
are cordless. Many consumers can relate to the
frustrating fact of the annoying cord that seems to
always be in the way. Whether you are listening at a
desk, or running on a treadmill, when the cord
catches an arm or hand and gets pulled out of your
ear, it becomes a nuisance. By placing the base around your neck, and inserting the extensions
into your ear, you have the ability to listen without being annoyed and frustrated with a cord.
These are often battery powered or rechargeable, and fit comfortably. The main motivation
behind this is allowing the user to be free of the dreaded cord!
Many of us listen to music throughout the day at our job.
In fact, 48% of individuals wear headphones every day at
work or school (WashFM). For some, our job requires
something more durable that won’t constantly be sending
the consumer to the gas station to buy a replacement ear
speaker. Not only do physically intensive employees find
durability as a motivation, so do parents! Any parent in the
world will tell you how destructive children can be.
Although they do not always do it intentionally, kids seem
to be able to find way to go through their share of any item.
It’s important they have something protective, as well as
durable that will last.
What’s trending is a popular topic among society,
especially in America. The most popular type of ear
speaker these days among celebrities and in the media
are Beats by Dre. This line of favorable speakers has made
its way into many of America’s homes. They are on
Christmas lists, in giveaways, and most definitely the most
well-known brand when it comes to private listening. Not
only are there a variety of products to choose from (such
as in-ear, over-ear, and portable speakers), they are now
becoming customizable. We see our favorite celebrities wearing them around and it instantly
comes a want to many consumers. With the ability to now customize them to your liking with
color, materials, patterns, etc., it’s now
personalized to your liking which allows
them to be unique for you. This is a big
motivator for consumers as well. As
much as we all want something that’s
trending and hip, we also want to be our
own person and be able to have our
own taste with the product as well.
Beats by Dre has allowed consumers to
do this.
Part C: How do consumers learn about that product category? Who are involved in the
learning process?
Music is a big part of many people’s lives. Whether it’s for motivation, coping, or to just
enjoy a simple song, many consumers listen to music at least part of their day. Tunes can be
listened to in the car, at work, in transit, waiting at the doctor’s office, cleaning the house, etc.
We can listen on our computer speakers, in our car, on a plane, on Bluetooth speakers, on our
phones, as well as the television. There are now apps, such as iHeartRadio, that allow
consumers to listen to their favorite radio stations on their phones. With all of this accessibility,
individuals also have to be consider of their environment, which often means using personal
listening devices to keep their preferred music to themselves. Many people also listen to audio
tapes, books, language lesson, etc. which also require the use of ear speakers.
Much of the product category is decided upon by personal preference. Popularity,
comfortability, and affordability are all big parts of what allow users to narrow down their
search. Once they have decided
which listening device suites them
most properly (whether it be
over-the-ear or on-the-ear
headphones), the consumer will
then need to pick which brand
and details fit them best. Many
consumers will use the web to
research items before purchase
and ear speakers are no
exception! As you can see from
the FindTheBest chart, there is
research being done to decifer
which products are popular and
how their rating ranks among the competition.
Consumers report is a great source for online research before buying an item, mainly
during the learning process for the consumer. It is a great reference because it does break the
topic down into categories before going into descriptions.
Another huge
influence in all aspects of
marketing, is social media
and celebrity influence.
The Beats by Dre
headphones were
instantly made popular
because they are created
and endorsed by famous
musician, writer, and
rapper, Dr. Dre. On the
other hand, you might go
with a basic pair of onthe-ear ear buds that
Apple supplies with their
products because you
saw your favorite celebrity wearing them and you want to be just like them.
Branding is a large part of the speaker industry. The name and quality of a product can
be directly correlated. This has a way of letting consumers make an assumption and many
companies will fail or succeed in this department. These brands can intrigue consumers to do
further research about the product brands they are seeing in the marketplace, and promote
them to learn more about the product before making a decision. By producing and marketing a
diverse range of products, the companies have a better chance of targeting more audiences.
Especially in technology, price also has a correlation with quality of the product. If you spend
$5.00 on a set of ear buds, most consumers wouldn’t expect them to last very long, have
durability, or good sound quality. To spend $100 for the same product of a different brand,
means consumers expectations are much higher and the product is expected to perform in a
much higher scale.
Social media arguable plays the biggest role in today’s marketing world. The various
networks, accessibility and the constant “in your face” mentality of the entire social media
industry is enough to consider it a large factor in any decision made. By seeing what your
friends, family, followers, or fans are interested in, the user themselves becomes interested in it
all as well.
A report done by the NY Times discussed the pros and cons to listening to music in the
workplace. It was mentioned that there is little research performed to prove that listening to
music can alter your work ethic, concentration, and efficiency levels. It was noticed that
employees in an office setting both prefer and do better listening to music while they work, or
they do not care for it and it has a negative effect on their output. While noise canceling ear
speakers do promote concentration, studies did show that the best music to listen to is that
with no lyrics, or that include calming sounds to prevent distraction.
Ultimately the decision making process is left to the specific consumer and trusted
they’ll make the decision that will fit their needs. As a reputable brand, it is hopeful that
consumers will do their research and find out what product is best for them before making a
purchase, but that is not always the case. Consumers are influenced by branding, popularity,
specific likeability, and pricing, however, all of those factors don’t always become considered if
a consumer is in an impulsive buying mood.
Part D: What are the predominant attitudes in the marketplace about these products? Create
a list. How do family and other social groups influence consumers’ attitudes and usage of this
category of products? Mention dominant pre-existing beliefs.
In t …
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