What Are The Consumer Characteristics That

Apple Needs To Influence To Overcome

Consumer Resistance To Its Smart Watches?

Submitted to:
Ashford Kerr

Team Members:
Gagandeep Singh A00156110
Pradeep Kaur A00156038
Gurpreet Kaur A00155883
Mandeep Singh A00155794
 INTRODUCTION
Apple ,the most creative company on the planet came up with apple
watch in the year of 2015.Although,apple is one of the successful
company yet , Tim cook realised that apple didn’t the sort of effect
available that they expected ,especially in the emerging nations where
disposable Incomes are lower than developed nations. The Apple watch
turned into the most well known because of it’s finely tuned design ,
premium materials ,software and luxury feel . After that apple company
comes up with the second edition which has new elements and
furthermore goes about as a substitute to wellness trackers .Series 2
likewise had new colors and a stainless steel version .To make it much
more alluring apple also collaborated with Nike and Herem’s to offer
specific bands ,software ,watch faces etc.it was very unique .With
apple watch apple has made an entry into the wellbeing checking
space and it also promises that apple will a remote control for the
growing range of internet enabled devices .Coming to opposition from
the purchasers ,the nature of it varied depending on the traits of
innovation . Consequently, to handle this issue apple needs to
different customer and development qualities while creating future
Apple gadgets .
Consumer Behavior Towards Apple Watch
After the sluggish sales of smart watch predecessors, what is
the actual market opportunity for Apple’s wrist-based wearable?
Will consumers’ perception of the technology motivate them to
make a purchase? And what type of consumer is most receptive
to this device? 
Consumer behavior marketing is an essential ingredient in the
current business climate. The companies that apply this type of
marketing well have a distinct competitive advantage that
distances them from their rivals. Consumer behavior research is
the primary driver at the core of any good strategy. Research
provides actionable insight and ensures business success.
Every business has a target audience and consumer behavior
marketing provides the fundamental methods for understanding
your target. Consumer behavior research provides the
underlying element that drives quality strategies and ensures
business results.
Various Consumer Characteristics That
Apple Needs To Influence To Overcome
Consumer Resistance To Its Smart watch?
 Encouraging the potential buyers.
 Influencing people that innovation is just a new
attribute to the existing one
 Educating customers about the usefulness of the
watch for health benefits.
 Proper marketing is needed.
 Determining the usage rate.
 Apple should consider re-strategizing marketing
strategy.
 It is necessary to inform consumers all the benefits

There is information asymmetry between Apple and

its potential buyers because of which they do not
show their interest in smart watches
 Barriers & Sources of active
and passive innovation
resistance of Apple watch

Since Apple watch release in April

2015, it has not attained the sales
expected by Apple management. The
majority of Apple watch buyers refused
to pay the fixed price. It has negative
impact on the sale of the product.
Active innovation resistance: Active
resistance is outright rejection,
postponement, or opposition. It involves
two types of barriers:
• Functional barrier
• Psychological barrier
• Functional barrier: In functional
barrier any product attributes are
insufficient to fulfil the personal
needs of the consumer. Main
functional barriers are:
 Majority of consumer consider
that apple watches are too
expansive.
 Majority of respondents believe
that apple watch will be superior to
other smartwatches in the market.
 Usage barriers
 Risk barrier
• Psychological barriers:
Philological behavior barrier is
resulted from the conflicts between
the consumers tradition and norms
and related to product image.

• Passive innovation resistance: It

involves consumer attitude resist
to changes and satisfaction with
current situation. Many of
consumers are not interested in
trying new innovations since they
already satisfied with the available
technology.
 Consumer segments that arise from
variation on resistance
To overcome resistance apple needs to understand its
targeted market also need to discuss the various
possibilities of consumer segments that arise with various
forms of resistance. Accurately develop marketing
managements can help to overcome the resistance to
innovation when they utilized properly to the correct
segments of the market. These segments include:
 Demographic segments
 Geographical segments
 Psychographics segments
 Behaviouristic segments
 Level of Income
 Perception
 Conclusion
Apple faced many challenges because of its Apple Watch. Market
landing was not so smooth as apple perceived and anticipated. But
this might not be the end for the Apple. They can improve some
certain characteristics and make some changes in the marketing
strategies to combat the resistance they face from consumers.
Consumer contact and market control could be another way to
reduce the resistance. Apple might be in the better position to
understand why consumer will resist their innovation because they
know their consumer characteristics. Resistance source and
berries would be a good point for them to start understanding
where the resistance comes from so they know in better ways to
what steps the need to take. Since the segments are developed
from the resistance variation, this can be a complex task but
ultimately it will save the apple from troubles in long run.
 Question 1: Do you think APPLE can start change
first at an organizational level or at an individual
level. Justify your answer?
 Question 2: What are the barriers and source
which resist customers to buy apple watch?
 Question 3: what are main steps apple needs to
taken to overcome its consumer resistance?