CONSUMER BEHAVIOUR

Consumer Behaviour Analysis - BlackBerry Business Orientation



Consumer Behaviour Analysis - BlackBerry Business Orientation

Marketing Problem

Blackberry was the pioneer company to introduce the push e-mail function, enabling real time email access for business people on the go. This was a much demanded function quickly adapted to the functionality of the product. Everything about the product is perfect, resulting in mass adaption by the business community. As a consequence, BlackBerry was stereotyped as a business oriented phone, not for everyone else (Avery, Pp. 03).

This perception by the mass population restricted the company from catering to the bigger population, seriously hindering their market ...