Choose a business firm and discuss What is consumer's perception about Term Paper

ask a business firm and discuss What is consumers perception about the firm and its product - Term composition ExampleApple Inc This paper chooses Apple Inc for the study of consumers perception about goods, because Apple Inc has emerged to be one of the most successful and powerful trademarks around the world. It is an American establish multinational company that designs and produces computers, peripherals, digital players, phones and software etc with greater emphasis on innovation and technology, and markets them through own-retail outlets, online stores and third party sellers (Sander and Slatter, 2009, p. 81). Apple Inc eer thrived on innovation (Kerin, Hartley and Berkowitz, 2005, p. 395) especially through on-going product and brand differentiation. The relentless efforts of Apple to focus on ease of use, simplicity, utility, efficiency and fun has helped the company make its new variants of products such(prenominal) as iPhone, iPhone-3G, iPhone- 4-G etc to be rattling di fferent species than that of its competitors (Newsweek, 2007). Consumers of Apple products expect unique values and technology advantages from Apples computers as headspring as its digital players and phones. The company is very particular about the value propositions and about all of its efforts including R&D are meant to satisfy consumers expectation of values and innovation. ... l different factors that may impact the perception, the current experiences of consumers after using or buying a product brings the true perception in their minds. moth miller, Miller and Miller (2007, p. 16) described that a consumers perception about a company or its offerings is based on their past experiences with the company or its offerings, companies that offer similar products or services, and information they have got from friends, family and colleagues. Consumers almost always compare the values, benefits and general features of two or more similar products and services and this comparison i n turn form perception in their minds. It is therefore closely related to brand positioning and brand ensure. Consumers perception about Apple and its products Though there are discussions regarding Apples brand image and consumers perception before and after the resignation of its founder Steve Jobs (Hughes, 2011), one thing remained constant that Apple is wellhead known for its technology. Until 1990s, Apple was costing on borrowed technology, but Steve Jobs realized that a company cannot stay great on technology leader strategy without becoming a technology creator. After 1997, Apple make four segmentations of its products and innovated in the way it produced and marketed its products (Betz, 2002, p. 194- 195). As Hoskisson, Hitt and Ireland (2008,p. 133) noted, Apples market effort was to develop computers and former(a) offerings that are highly differentiated with help of latest technology. The product differentiation strategy that has implemented has thus created a unique history of its own through very distinctive products ever-available in the market such as iMac, iBook, iTune, iLife, iMusic, iPad, iPod, iPhone and so on. The company approached its market and