The Emerging High-Tech Consumer: A Market Profile and Marketing Strategy Implications

The Emerging High-Tech Consumer: A Market Profile and Marketing Strategy Implications

The Emerging High-Tech Consumer: A Market Profile and Marketing Strategy Implications

The Emerging High-Tech Consumer: A Market Profile and Marketing Strategy Implications

Synopsis

Who are the consumers of high-tech goods and services, and what will their needs and preferences be as we move into the next century? Allan Reddy and his team of marketing researchers and professionals lay out the essentials of a high-tech consumer "profile," then dig into the implications this holds for developing successful marketing strategies. They synthesize the important current research and its findings, and by taking a multi-specialist approach to their subject, they bring a variety of interlocking and essential viewpoints to bear on it. A must read for professional marketers and their academic colleagues, and a useful overview for high-tech industry strategists and planners.

Excerpt

Why should we study high-tech consumers? Continuous study of the changing aspects of consumers is necessary because understanding consumers is critical to the success of marketers. This book is by no means a comprehensive treatment of a complex subject like high-tech consumers; it focuses on some important issues of this emerging group. The author brings these ideas from his own research as well as through collaboration with other experts in the field.

The twenty-first century brings us instant marketing through the Internet and cable TV. Through these media we can see the emergence of a new type of consumer, the high-tech consumer. These consumers are different from those that have been familiar to marketers in the past. The new high-tech consumers are more dynamic and are interactive via the World Wide Web (WWW), cable, telephone, or satellite dishes (such as DSS or Primestar).

The profile of the new high-tech consumer is gradually evolving, with more similarities being found among global consumers than differences. One can buy new software from Australia or Canada by downloading the programs directly from the Australian sources or from mirror locations for the source available worldwide. Also, consumers can pay for their software via credit cards, which are accepted worldwide. They make the entire transaction process simple, fast, and secure.

So, manufacturers and marketers need to learn new ways to deal with these changes in the marketplace. They need to find out who these high-tech consumers are, their consumption patterns, their buying behaviors, and their brand preferences as to goods and services. If firms ignore the emergence of this new high-tech consumer, they will fall behind those who invest time and energy to know more about this new phenomenon. Thus, understanding and dealing with

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