Apple iPod Shuffle: le test ES (Electronic Shopping) de Kare-Silver

Résumé du document

Electronic Shopping test from Kare-Silver, evaluates the suitability of a product for online retailing. Dennis commented that software, books, are the most popular products bought online. This test is going to be used along three main measurement areas, product characteristics, familiarity and confidence, consumer attributes. The iPod Shuffle is the new ultra-compact iPod by Apple. With only 4,1*2,7*1 cm dimensions and weighing 15 grams, the consumer just has to connect it to a computer to synchronize his music. Then he can switch it on and play music. An ultra compact product, associated with simple and user-friendly controls way of working are the real competitive advantages of the product. It is an illustration of a plug-and-play device.

Extraits

[...] Figure Familiarity/ confidence and electronic shopping Source adapted by Kare­Silver (cited by Dennis, 2004: 218) Physical . Store . Comfort with retail environment Online electronic Shopping Previous purchase of the customer will satisfy them about the reliability, utility of the product. Related to the strong brand image the customer will be a part of an Apple's community. The reputation of Apple willing people to belong to this group with the aim to transmit a message to the society. The score is then 8 out of MK373 : E‐tailing Clicks & Bricks None High 10 Figure Scoring familiarity and confidence Source adapted by Kare­Silver (cited by Dennis, 2004: 218) . [...]

[...] Related to the well-known Apple brand, the iPod Shuffle is likely to be a famous product. The future consumer of this product will feel familiar regarding this product by being surrounded of people actually using it. Nowadays, the society's impact lead mostly consumer' choices. Also, it is important to notice that a strong brand name increase the perception of a product performance (Johns, cited by De Chernatony & McDonald, 1998). Even MK373 : E‐tailing Clicks & Bricks if the consumer does not be so familiar with this type of technology, he will feel confident and will be willing to make this purchase. [...]

[...] Figure Consumer categories and electronic shopping potential . Source: Adapted from de Kare­Silver (2000) The target audience for iPod shuffle The electronically market for iPod shuffle can meet the expectations of the value shoppers because it combines cost, quality and service maximization. Apple shuffle meet all the expectations of this particular target market with high brand recognition, a relative cost savings due to buying online, and the providing of a high quality service. This segment group is concerned with young professionals, male or female relatively price sensitive and trust confident in purchasing online MK373 : E‐tailing Clicks & Bricks . [...]

[...] Value shoppers “High level of electronic awareness” “mercenaries” will purchase for the best value at the best price and are eager to spend time in order to find the “best combination of product quality, price, service. They are and respond to price savings rather than time savings. Very price sensitive, they are eager to adopt quickly electronically purchase for economy savings. Target population would be young professional male or females not very concerned about high tech product but price sensitive and are not reluctant in purchasing online if it is cheaper MK373 : E‐tailing Clicks & Bricks . Low electronic . Shopping potential . [...]

[...] It is real illustration of a plug-and-play device. Product characteristics . A product appeals to one or more of the 5 human senses: sight, sound, smell, taste and touch. So product that appeals to activate the sight, touch and sound senses such as music MP3 players are more suitable to be in an e-retailing environment. The scoring electronic shopping with product characteristic enhances the fact that music is an appropriate product by being to the virtual appeal and giving a high score (Dennis, 2004: 216). [...]