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Product Development and Consumer Behavior
Identify a brand that recently launched a new product (e.g., Apple’s Vision Pro, Coca-Cola’s Creations). Using the resources provided in the class and topic resources, provide a 500- to 750-word analysis addressing the following items:
Identify the relevant segmentation for the product and then explain the characteristics within each segment that makes up the target market. Explain the insights into the consumer’s psychological needs that have influenced the product’s functions, features, and design. As you develop your explanation, consider the following psychological concepts: motivation (as described by Maslow's hierarchy of needs), perception, learning (including both behavioral and cognitive approaches), as well as values, beliefs, and attitudes. How did the brand help consumers through the decision-making process? Explain each step in the process and how the brand enhances relationship marketing during the decision-making process. Explain how the brand may have used the seven stages in the new-product development process. What could the brand have done differently in these steps to improve the chances of success with the new product?
Behavioral Segmentation:
Heavy Tech Users/Brand Loyalists: Consumers who are already deeply invested in the Apple ecosystem (iPhone, Mac, iPad) and those who spend significant time using digital interfaces for work and entertainment.
Target Characteristics: The purchase is often driven by attitudes already formed toward the Apple brand—trust in quality, design, and integration.
Consumer Psychological Needs and Product Design
The Vision Pro's features are heavily influenced by the psychological needs and perceptual biases of its target market:
Motivation (Maslow's Hierarchy): The product primarily addresses Esteem Needs and Self-Actualization Needs. Its premium price and complex technology appeal to the need for prestige, achievement, and recognition (Esteem). The promise of unbounded digital workspace and immersive creative tools caters directly to the need for personal growth, realization of potential, and creativity (Self-Actualization).
Perception: The design counters the negative perception associated with existing virtual reality (VR) headsets (bulky, isolating, difficult to use).
EyeSight Feature: This feature projects the user's eyes outward, directly combating the psychological barrier of isolation. It signals availability and reduces the cognitive load on others by allowing them to perceive the wearer's state (Perception).
Familiar Interface: Using familiar iOS elements and gesture control leverages perceptual learning—consumers immediately recognize and understand how to navigate the system without needing extensive new cognitive learning.
Values and Beliefs: The product is marketed to align with the core values of efficiency and seamless integration. The belief that Apple products are inherently intuitive and superior justifies the price and overcomes skepticism about mixed reality technology.
Sample Answer
Apple Vision Pro: Consumer Behavior and Product Analysis
The Apple Vision Pro represents a significant leap into spatial computing, necessitating a deep understanding of consumer behavior to justify its high price and complex functionality.
Segmentation and Target Market Characteristics
Apple segmented the market for Vision Pro using a combination of demographic, psychographic, and behavioral segmentation.
Demographic/Geographic Segmentation:
High-Income/High-Education: The initial $3,499 price point strictly limits the market to individuals and households with significant disposable income. The technology's early focus on productivity and development attracts consumers with high educational attainment in tech, design, or finance.
Target Characteristics: Urban professionals, established tech enthusiasts, and early adopters in major tech hubs (Silicon Valley, New York, etc.).
Psychographic Segmentation:
Innovation Seekers/Early Adopters: These consumers are defined by a high propensity for risk and a strong desire to experience cutting-edge technology before the mainstream. They value novelty and status.
Target Characteristics: Individuals who are driven by the need for self-actualization (Maslow's highest need), seeing the product as a tool for maximizing their professional and personal potential. They hold a belief that technology can fundamentally change the way they work and interact.