Consumer behavior of hk people towards ipad (tablets) Dissertation

Consumer behavior of hk people towards ipad (tablets) - Dissertation Example Organizations like Apple have managed to make a mark for themselves in the industry through the launch of innovative products like iPhones, pads and tablets. The market dynamics are driven by the growing consumer demand for hi-tech products that caters to their hectic schedules and supports multiple functionalities for extended usage. Consumers seek multiple functionalities and utilities in a single device that can provide them with extended connectivity and accessibility to desired applications. While market dynamics are strongly influenced by innovative products and services, the key to successful market presence lies in an in-depth understanding of consumer behaviour and attitudes that lead to the final purchase of the product. ... The research study offers an in-depth evaluation of consumer behaviour and attitudes driving the market for tablets and ipads in Hong Kong. 1. Introduction 1.1 Research context and background Marketing strategies and practices have evolved over the years to embrace new and innovative concepts in response to changes in the consumer behaviour and attitudes. Such strategic initiatives are aimed towards improved understanding of consumer behaviour and their perception of products in the market. Several research studies and academic works on consumer behaviour have established the significance of consumer attitudes and their purchase habits in stimulating demand for specific goods or services (Barnett, 2003; Patel and Schlijper, 2000; Liberman, Trope, and Wakslak, 2007). Consumer behaviour refers to the beliefs, perception and opinion of the consumer while making the purchase decision. Prior to globalization, the customer did not have much choice in terms of substitutes and alternatives a nd hence long term customer retention was not much of a problem for businesses. However, over the years, the globalised market environment has exposed the customers to a wide range of brands, substitutes and alternatives in the market. Customer purchase patterns have undergone a dramatic change in terms of brand loyalty and perception of goods and services in the market (OECD, 2011). Organizations are adapting to these changes through aggressive marketing strategies a significant part of which focuses on finding the pulse of the customer and tracing his behavioural pattern while making the purchase decision (Voinea and Filip, 2011). A recent study by Lauren Freedman (2011) on the shopping mindset of the mobile customer reveals that mobile devices