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Group 1 (Bani Ahuja, James Choi, Jiayin Fu, Lisa Gordon, Valeriya Iakovleva)

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Group 1 (Bani Ahuja, James Choi, Jiayin Fu, Lisa Gordon, Valeriya Iakovleva)

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Zara Self Checkouts for Baby Boomers

Barriers
- Knowledge: no teaching process before the actual purchasing activity
- the generation is tended to use cash for purchasing, so the machine allows to pay by card only; mentality of carrying cash
- Boomers believe in labour jobs, having such technologies dwindles with their ideologies of manual labour (cashiers)

Enablers
- the innovation can be introduced to the Boomer by the trained shop worker as for the generation; importance of connecting and getting help from real people especially in adopting technologies

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But there was something different about these voiceless (joy), touch-screen Zara wonder machines. The experience was seamless. The interface is clean and bright - like their app for anyone who has used it - the touch-screen is ridiculously responsive, you even get to remove the security tags yourself (dreamy). But the piéce de la résistance was that there was no individual scanning required. You simply stand by the till and it wirelessly picks up what you're holding and adds it all into your virtual basket on the screen in front of you. What if someone is standing next to you with items that also get picked up on your tab? No problem. You can delete them from your screen in seconds.
Read more: Lucinda Chambers's High Street Accessories Hits
From start to finish it took me seven minutes (it probably could have been quicker, but I really relished the process of de-tagging the security tags). With Zara being the leader in the pack of high-street fast fashion, it seems only right that transactions should be swift, speedy and efficient to mirror their production line. As it stands, the machines are only for checkout. If you want to return something you will invariably still have to wait in what always seems to be a ridiculously long queue in the least air-conditioned part of the store, but this is most definitely a step in the right direction and the future of offline retail experiences. Oh, and in case you're interested in what I actually purchased, I got a skirt, a jumper and a dress. But that's completely besides the point; the process far surpassed the actual purchase.

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Help Yourself: How Zara Is Elevating The Self-Service Experience

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This week, Zara launched their self-service checkouts at key locations across the UK. But do they really result in faster fashion? [i]Vogue[/i]'s Jessica Diner finds out...

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Late Majority ( Kadambari) - would wait for the review of others, and then most likely purchase it. But wouldn't want to make the risk first hand.
Laggards (Athina) - phased by marketing, unfazed by heightened promotion of innovations due to the fact that she focuses more on function, which an older version could provide just as well.
Laggards (Lyuba) - thinks from an environmental and ethical point of view, and doesn't want to buy into every single continuously produced innovation out there. Sees it as a useless add-on and thus wouldn't reach to purchase it.

Innovators: we think it would be someone into fitness and would be interested in it as soon as they get released, and especially due to the accelerated need for it, and interest in the special features.

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Group 6 - Lyuba, Kadambari, Prishita, Matilde

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Group 6 - Lyuba, Kadambari, Prishita, Matilde

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Demographic Group: Boomers, Gen X
Barrier: not very tech savy

These consumers are least likely to see the online marketing or be affected by it, with regard to the release of this new service as they most likely use social media for other purposes than to follow brands.

These consumers are most likely to regard brands as places they can fill the need of purchasing a product rather than going through some virtual process to do that, while there is an old school easier way.

These consumers would have a difficulty getting to the service, as downloading and registering within the app might be a difficult barrier.

These consumers might not understand what exactly it is, may just use it for fun to see and view it as a entertainment purpose rather than generate sales from it

Enablers: younger generation introduction, global conditions

a boomer consumer may be introduced to a concept through their younger family members

a boomer consumer might be more inclined to adopt technology if the market is changed enough, or external factors force them to.. e.g. the pandemic might reinforce the need to switch to online in an effort to stay indoors.

a boomer consumer with some physical barriers to go to stores or try on clothes may find it useful to adopt this

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- the apple watch helps with personal development
- it shows you're health details when you're working out or how many steps you're taking etc
- One characteristic of a "fully functioning person" is that they are open to experiences, positive and negative emotions. Negative feelings are worked through, with the apple watch they're becoming more advanced, they measure a lot of things a human does, you can also make calls and access the internet with it. People may buy an apple watch to experience something new, they may be a bit skeptical about it at first but they want to try it
- increases the interest of technology

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Really like how you have laid it out, it is very clear and easy to understand. Also the idea, is very unique and thought out

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for the first 2-3 mins, would like to share about that we have to enhances awareness of environmental pollution, and how would be affects on next 20 years. - sea level increases and it would literally effects to our lives
Then mention about how the brand (thinking about ZARA) that I would choose could contribute by complying with SDG based on the UN.
And developing about how does the innovative system/device could eliminate fast fashion's negative aspect (which affect environmental and people).
Then gives some examples/prediction how would the new system or devices integrates and makes beneficial results or makes it productive with less pollution.

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I dont know why but I cannot record my screen. and this is my audio.~

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Alaia Goyeneix/ Aria Mehta/ Maraya Antonova/Xueer Mi

Knowledge/ Persuasion

Brands realized people need something to go quicker.

Implementation/Decision

Enablers:

Time efficient

The control of payment and everything make with themselves
the touch screen is very responsive
transactions are swift, speedy and efficient

Barriers:

Thick magnetic thing on the clothes then to deal with it is waste of time

No little coins and with cash on the self check-out

Amount limits (like 20 MAX)

No promote code/ voucher code on self check-out

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KNOWLEDGE - Learning about the Apple Watch is almost unavoidable. Not confined to niche tech publications the watch makes it into mainstream news.

Pair that with a huge network of bloggers, tweeters and online commentators with a strong relationship with the target audience and you can be sure than anyone that Apple wants to know about the product is made fully aware of it. I don’t remember the first time I heard about it, but in no time it was on everybody’s wrist. Just like a statement piece. I never purchased it myself but I always received mixed reviews about it.

PERSUASION - By the time a potential customer has gotten to this stage it is probable that they have made up their mind whether they like it or not regardless of finding out all the details. As human beings we are prone to confirmation bias and often ignore information that doesn’t comply with our initial feelings about something. It is packed with features that the average wristwatch doesn’t need to perform it’s function of telling the time. Apple’s reputation will also make the buyer believe that it will be simple to understand and pleasurable to use. A watch by being worn on the wrist is also highly observable in public. Wearers will be seen touching it and interacting with it while the distinctive “digital crown” interface makes it stand out from other watches in it’s category.

Decision
Adoption- Continued adoption: The users will continue to wear the watch after they purchased because it at least have the time telling feature. However if the users discontinuance with adoption since they found the product is not as useful to them personally as they thought.

Implementation

With its strong communication and marketing plans, Apple makes it consumers believe that their new products are a 'must' in order to enhance one’s lifestyle. With constant new updates, the product always bring new features and possibilities to the consumer. There is no need to be tech-savvy for Apple products which means that the Apple Watch will fit into anyone's schedule/lifestyle.

Confirmation

After having purchased, adhered to the idea and concept of the product and using it daily, Apple makes it hard for its consumers to not approve the concept of its goods. The brand has loyal consumers, who will usually rather extract the positive outcomes rather than ne negatives from their purchases. Hence why the Apple Watch has been quite largely integrated into people's lifestyles

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Zero waste supply chain model in India and introducing technology with it to make it a completely sustainable one!

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Zara self checkout and Gen Z:

Pros and Cons:

- could speed up the in store purchasing process which reduces queuing
- will attract more attention from consumers, especially gen z, as the technology is fairly new in the fashion industry
- the customer is more in control
- more convenient if you know exactly what you want and just want to go and pay without having to communicate with the employees

- takes away jobs
- if there is a problem with the technology then it causes problems and delays within the store
- if you want to return/exchange you still have to wait in line to go to the regular checkouts as the self checkouts don't have this feature
- you have to remove the security tags yourself
- gen z will most likely feel comfortable with this technology, however older generations may not feel as comfortable and might require help

https://www.vogue.co.uk/article/zara-self-service-checkout-shopping-review-fast-fashion

https://www.brand-vista.com/food-for-thought/self-check-out-not-always-more-convenient

(Sophie)

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But there was something different about these voiceless (joy), touch-screen Zara wonder machines. The experience was seamless. The interface is clean and bright - like their app for anyone who has used it - the touch-screen is ridiculously responsive, you even get to remove the security tags yourself (dreamy). But the piéce de la résistance was that there was no individual scanning required. You simply stand by the till and it wirelessly picks up what you're holding and adds it all into your virtual basket on the screen in front of you. What if someone is standing next to you with items that also get picked up on your tab? No problem. You can delete them from your screen in seconds.
Read more: Lucinda Chambers's High Street Accessories Hits
From start to finish it took me seven minutes (it probably could have been quicker, but I really relished the process of de-tagging the security tags). With Zara being the leader in the pack of high-street fast fashion, it seems only right that transactions should be swift, speedy and efficient to mirror their production line. As it stands, the machines are only for checkout. If you want to return something you will invariably still have to wait in what always seems to be a ridiculously long queue in the least air-conditioned part of the store, but this is most definitely a step in the right direction and the future of offline retail experiences. Oh, and in case you're interested in what I actually purchased, I got a skirt, a jumper and a dress. But that's completely besides the point; the process far surpassed the actual purchase.

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Help Yourself: How Zara Is Elevating The Self-Service Experience

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This week, Zara launched their self-service checkouts at key locations across the UK. But do they really result in faster fashion? [i]Vogue[/i]'s Jessica Diner finds out...

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Apple Watch -
(Sophie)

Innovators - consumers who engage in fitness and technology (specifically Apple) who would be able to use the health and fitness features on the Apple watch. Most likely people who pre-order and will take risks

Early Adopters - again, consumers who like to combine fitness and technology but maybe didn't want to buy it on the day of release

Early Majority - consumers who purchase maybe due to the trend of the item, they may not necessarily purchase because of the fitness benefits but will make use of them

Late Majority - these consumers are sceptical at first and will wait for the reviews before finalising their purchase. They don't want to take a risk

Laggards - consumers who will purchase only because they had to. They never saw an initial attraction to the product when it was first released and even now once they've purchased the item. These might be people who disagree with the product or even the brand itself

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(maybe watch on 1.25 speed because i say 'ummm' so much haha)

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Group 2, (Tigi Huxley, Yuzhou Huang, and Olivia Granberg)

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Group 2, (Tigi Huxley, Yuzhou Huang, and Olivia Granberg)

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Advantages:
- Could speed up the queuing process
- Allows more consumers to enter the store

Barriers for GEN X
- they are not familiar with technology, don't know how to use it, and even are unwilling to learn about it. and most of gen x might don't believe in digital paying.
- for Gen X, a tech system that is simple to use is very important
- Can be slow and difficult to use, which off puts this specific consumer group because they have not grown up around technology, they've had to adapt to it and some may be reluctant
- One bad experience with this innovative idea can lead to Gen X consumers being put off using this method of payment again

Innovation Decision Process
Knowledge: Gen X user, shops at Zara and comes across the self check out

Persuasion: The user is unsure of how to use the self check out system as it seems complex to them and is hesitant to use it. They might opt to use the traditional checkout till. Gen X are not used to this sort of technology and therefore do not embrace new technologies

Decision: Nonetheless, Gen X has lived through a time where many new technologies have been introduced and try to understand the innovation. A barrier to the decision process would be that there might not be anybody assisting them and they would give up and even leave the store without purchasing any products.

Implementation: Gen X uses the innovation but is very hesitant using it. Would still prefer the traditional check out

Confirmation: Gen X adapts to innovation and uses it after discussing with others and receives positive reviews on the self checkout system , encouraging them to pursue and continue using the self checkout

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Group 1 (Olivia Granberg, Valeriya Iakovleva, Megi Minxolli)

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Group 1 (Olivia Granberg, Valeriya Iakovleva, Megi Minxolli)

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Late Majority User

Knowledge: User sees advertisement of the Apple Watch on social media and learns about the apple watch’s function. Or user borrows the technology from the early adopters influencers on Instagram.

Persuasion: The user is intrigued in the innovation and is curious on how it works. They think that they would like it so they go on to finding out more information. The attitude is more likely to be favourable after finding huge amount of information online.

Decision: The user decides to buy the watch and is ready to fully evaluate whether they like it or not. The adoption stage is on here. The user engages the Apple Watch.

Implementation: The user tries the Apple Watch, uses it on a daily basis and evaluates the innovation whilst using the Watch. But there is still a degree of uncertainty while using questioning the validity of the innovation.

Confirmation: The user asks their friends about what they think to seek acceptance of innovation. They receive positive feedback so they keep using the Watch regularly. There is probably a long-term effect of adopting.

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rough video planning idea

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Group 10: Grace Lawlor, Ines Oueslati, Michelle Cecchini, Ruru Lee

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Group 10: Grace Lawlor, Ines Oueslati, Michelle Cecchini, Ruru Lee

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Targeting: Millenials
Innovation: Zara Self Checkout
Knowledge:
a self checkout machine. could remove the security tags yourself and delete items from your screen in seconds. it is speedy and efficient.

Persuasion:
It allows for a seperate quew other than the normal one. Therefore, it accelerates the checkout process especially for those customers who only have a few items. This can positively be seen by millennials, as they are adults with jobs and possibly families, and therefore might not have as much time and willingness to spend and much time in quew, and might even get annoyed while in it. Therefore, I would say it is relatively compatible with this generation. Also, the complexity is relatively easy, even though some may not be aware how to use it, therefore would advice to have some staff assistance to teach them. However, it is something with which most should be aware as most grocery stores applied this self checkout, and most millennials do their own grocery.

Decision:
millennial customers  would be keen to adopt this new innovation because it's a time saver and easy. This is already adopted in other environments like grocery stores which means it won't be hard for them to adopt self checkout in retail stores

Implementation:
using the self checkout whilst shopping and being unnerved by the technology. eg when it picks up what you're holding without you needing to scan and checking it has everything right so you're not over charged. enjoying the efficiency of it. struggling to get the tags off. but feel its a lot quicker than queuing for the normal checkout tills. millennials are good with technology so aren't too confused by the process, more excited and surprised by it's efficiency. as a lot of millennials will be shopping after work or during lunch breaks, the speedy checkout is appreciated.

Confirmation:
After realising that using self Checkout at Zara is easy and time saving, millennials continued adopting this innovation and it became part of their Zara shopping habit.

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Knowledge - Basically everyone is made aware of the innovation, because its promoted on many platforms like Tv, Billboards, social media etc. Also, there is a lot of word of mouth.

Persuasion - Consumers are truly loyal to Apple in general. Personally, we have a generally positive attitude towards the innovation, but we were more intrigued by it the first times it came out. Also, now many other brands are starting to produce smart watches, therefore does not look as interesting as before.

decision - Adoption at first sight because it is new and loyal Apple consumers, but now there are many other similar offers on the market therefore the "hype" dropped

implementation - adoption and then rejection

Confirmation - Decide to stop using it

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Zara Self Checkouts-Boomers
How encourage and persuade Boomers Into the age of technology.

-several payments options are available(1955-1964 Boomers):  1. online checking：QR code scanning、apple pay、 Alipay、Wechatpay, etc. 2. Cash 3. card

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- knowledge = technical innovation supporting the use of a phone when not in hand, easier to read and access while being busy.
- persuasion:

the purpose behind the product isn't very innovative if new phones are coming out every year

sometimes we do need some space away from the tech.

i dont find them pretty looking even as an accessory for example and if i want a watch i'd rather buy a nice one luxurious. the tasks the apple watch is able to do are all the same as what an iphone can do.

wearing it all the time would make me uncomfortable and harmful to mental health

- decision: rejection

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-When customers check out at Zara, the 'early majority' users will typically observe and wait for others to use the self-checkout in order to gain confidence in the innovation. A priority for these users is the amount of evidence provided based on this invention's effectiveness.

-From this, they will develop their own opinion on whether to adopt it or not. The potential barriers to this would be the lack of prior experience from other users in Zara with regards to using a self-checkout.
-Individuals may find themselves leaning more towards a cashier as their preference as they may be more reliable and 'normal'.

-For the early majority to accept self-checkout may be a new innovation for them. They may still prefer to checkout at the desk and to interact with the workers in the stores. they may observe the self check out counter to see how it works.

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innovators - apple fanatics who will watch for new releases, save for and queue on release day to get the new product

early adopters - will see a few reviews/articles from innovators and will buy the product out of interest and to feel cool since they have the new product

early majority - after the product has been out for a few months and is trusted by people they look up to they will buy the product as a status symbol, a lot of people will have the product so it will feel like you 'should' have the new Apple Watch

late majority - will be more skeptical of the new product and feel its a waste of money, but after seeing friends and family very happy with the product and have weighed up the pros and cons they will buy it

laggards - won't be interested in buying the new product and will only buy the Apple Watch if recommended by their personal trainer or work etc.

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Group 4 Zara self-check out Gen Z. (Marlene Bertolaja, Victoria Siba, Mikaela Niemetz)

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Group 4 Zara self-check out Gen Z. (Marlene Bertolaja, Victoria Siba, Mikaela Niemetz)

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Barriers : 1.not applicable for refund/ exchange
2.lack of human contact
3.hard to manage the payment maybe if there isn't an assistant available there to help if needed
Enablers: 1. enables faster checkout, no waiting in line. 2. easier control in terms of seeing what you are purchasing

https://econsultancy.com/zara-introduces-self-checkout-in-store-how-will-it-impact-the-customer-experience/

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You can imagine my interest in learning that the Spanish retailer is to introduce self-checkouts in stores.

That's right. No longer reserved for supermarkets, fashion brands are beginning to realise the potential of using technology to improve the physical shopping experience.

But will it actually improve the customer experience?

Here are a few reasons for and against putting this kind of technology in place.

For: Greater efficiency and fewer abandoned shops

One of the main benefits of the self-service system is that it simply speeds up the checkout process. And as I previously mentioned, long-term fans of Zara will undoubtedly lap up this new efficiency.

We're used to hearing how often consumers abandon their online shops - but just think how many people give up and leave a store after getting fed up with waiting.

With faster service having a positive impact on satisfaction, there's no denying that it could lead to happier customers.

Also, with more self-checkouts and fewer tills, it also might encourage consumers to actually buy in store rather online, safe in the knowledge that they will be able to get in and out much quicker.

Against: Frustrated shoppers

As the lack of interest in supermarket self-checkouts show, not everyone finds the service so convenient.

A surprising number of people still prefer traditional methods of checking out.

Frustration surrounding complex systems, glitches and a basic lack of confidence in using the technology means that some shoppers might be put off altogether.

Whether or not Zara's core demographic will find the idea more appealing remains to be seen.

For: Less-stretched staff

Another benefit of the self-checkout machine is that it will free up time for staff, allowing them to balance other responsibilities much more efficiently.

From assisting in changing rooms to sorting stock, consumers seem to forget the fact that working on the till is not the only part of the job.

By being able to utilise their time elsewhere, this is one aspect that could benefit both staff and customers alike.

Of course, another big benefit for Zara is that it might be able to reduce staffing costs as it needs fewer people working on the tills.

Against: Technology overload

It's not only a resistance to the self-checkout that might prove to be an obstacle here - but a lack of interest in technology as a whole.

Alongside self-checkout systems, Zara is also reportedly to introduce other innovative features such as LED screens to allow shoppers to view products, and touch-screens in the dressing rooms to enable customers to request different items.

As exciting as this might sound, it is certainly not something that shoppers are used to.

In fact, my colleague Ben Davis has previously been critical of in-store tech, describing it as ' the screen in the corner that nobody wants to use'.

Consequently, making technology accessible, user-friendly, and appealing is going to the biggest challenge in future.

For: Enhanced customer experience

We're constantly being told than an engaging and interactive experience is the key to customer loyalty.

With self-service checkouts putting the control into the hands of shoppers, it is certainly one way to ramp up some level of involvement.

Though it is still far removed from the world of virtual reality, Zara's new venture could spell the start of retail brands bringing more technology into stores.

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Zara introduces self-checkout in-store: How will it impact the customer experience? | Econsultancy

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A high street store well-known for fast fashion, Zara is also rather famous for its slow-moving queues. Personally, about three-quarters of my time in Zara is usually spent in the queue. And I'm not sure whether it's down to a lack of tills or incredibly laid-back staff, but it certainly makes for a frustrating experience.

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Group 18 (Valentina Esposito & Ines Oueslati)

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Group 18 (Valentina Esposito & Ines Oueslati)

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Knowledge: would do some research about the watch, the materials, where it is made, if it durable, if its practical, when i would wear it, prices as well

Persuasion: ask a friend about the watch, what he likes about it how he uses , go to the apple store and try it, observe the different colour ways and get to know more the product. He does some comparison with other watches before making the decision as well

Decision:
now the customer is well aware of the product, and influenced by his relative, social media etc he decided to buy it

Implementation:
the advantages of apple watch, seamless incorporation to his life confirmed to the customer that he likes it.

Confirmation:
the customer decided to continue adopting the apple watch because it became part of his lifestyle

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GAP DIGITAL DRESSING ROOM:

Millennials:

Knowledge: Off back of lockdown the need to make online shopping more exciting and visual for consumers.

Persuasion: Bad aspects like having to hold the phone up to an open room… Not practical or comforting - should just be viewed in a pre existing room on an app like a design space.

Decision: should be discontinued… Not user friendly and impractical.

Implementation: Through the app which is quite basic… would be nice to get a feel from the fabric by having the mannequin walking to see how items drape.

Confirmation: GAP’s millennial customers discuss the app with each other and see if people like it.

BARRIERS: your arms are going to get tired especially if you start looking at more than 3+ outfits not very practical at all. The app is not showing the clothes well. Millennials might not have a convenient close by open room to view products in… if you have a messy house it wont work.

ENABLERS:

Millennials are hungry for new interesting tech, it's “FUN”?! They can chat to their friends about it when they go for coffee so perhaps would use it. The shopping experience is a wee bit more realistic.

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Prishita Baldota, Yan-Hao Chen, Alaia GOYENEIX

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Prishita Baldota, Yan-Hao Chen, Alaia GOYENEIX

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PRIOR CONDITIONS :

1-Previous practice: smart watches to change the time and for fitness

2- Felt needs/problems: convenience of watches, apple created that need for such a small, light-weight digital tool to do it all, fashionable, lack of other daily life necessities such as phone, connectivity, easy and quick to use

3-Innovativeness: all in one: phone, time, message, alerts, etc…to have the same experience as when using a phone.

4-Norms: people can access the same apps and have the same connectivity with or without a phone.

I-               KNOWLEDGE

1)    Applewatch is cheaper than the Iphone; Waterproof; Cloud; all functioning apple systems are integrated

2)    Wristband; various colours; different sizes

3)    Messages; Bluetooth; wifi;  IOS; mail; phone; podcasts; share your activity level..

II-             PERSUASION

1)    Cheaper than ANY phone, tablet etc… + VERY Convenient + The most digital Light weight + High competitivity between apple products and other electronical brands such as Androids

2)    Compatible with any other phone brand

3)    Complexity: made less scary to use as it is a small watch model containaing all the apple tools.

4)    Triability: Try them in any apple store in the world or fashion brands such as Burberry, Hermes etc…

5)    Observability

III-            DECISION

IV-           IMPLEMENTATION

1)    Adoption: everyone adopted it and so apple decided to make other versions of the apple watch

2)    Implementation: All around the world

V-             CONFIRMATION

Looking at the total sales

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Knowledge: Apple consumers learns about the watch trough channels such as social media, TV,  and magazines.
Persuasion: The consumer decides if they like the watch or not.
Decision: The consumer decided if they wants to buy the apple watch.
Implementation: Consumer has bought the watch and considers if they like the product through usage.
Confirmation: Consumer discusses the product with friends and family to seek acceptance of the innovation.

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1. Bigger screen, durable and crack, water and dust resistant (IP6X), innovative blood oxygen measure design.

2. Since the outbreak of pandemic, people start to concerns about health and this brand new Apple watch series 7 can help people to check their blood oxygen every day. It is a innovate and advance product with clean design.

3. Trade in old for new can help old consumers to upgrade their items.

4. millenials and gen z would be more interested in the dream machine feature to track their sleeping pattern, where gen x and baby in health concerned feature such as oxygen level measure. But not adopted by all generations, probably high income group, between 6-50 years old as it is not a “need” product.

5. It is not difficult to use, people can find video about the watch from youtube.

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Group 15 (Kresha Gidwani and Yuzhou Huang)

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Group 15 (Kresha Gidwani and Yuzhou Huang)

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Knowledge:
Socioeconomic characteristics: Suit for the middle or higher class. Demand will decrease during the recession.
Personality Variables: the buying behavior will change according to different ages, lifestyles, social classes, and habits.
Communication behavior: it's important if apple's marketing really delivers the messages that the target audiences want.
Persuasion:
-it's useful for people who exercise and work out.
-it's good because while driving or other activities
-it could remind people about the new messages on their iPhone cause sometimes it could be easy to forget
-Easy to pay, since it has the credit card, camera and everything

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Innovators (Juliana): These individuals are likely frequent users of Apple. They already have other products and are willing to take the risk by purchasing the Apple Watch. There’s a lot of brand loyalty to these customers and they are the ones to start encouraging the use of this innovation.

Early Adopters (Juliana): This group of people enjoy the opportunity to adopt new ideas and innovations. With Apple’s simplistic technology and easy set-up guides, using the Apple Watch would be very appealing. They enjoy the popularity of a product or brand and make decisions based on this instead of information.

Early Majority (Anjali): These individuals are likely to wait until the product arrives in-store however they will want the product firmly. The early majority would prefer to see the product live to make a purchase.

Late Majority (Anjali): This cohort will wait to see the reviews of others and product performance, they will make the purchase on the basis of their need, this population might also try to find a deal on eBay to make a better purchase from someone from the early majority.

Laggards (Juliana): These individuals prefer to use innovations that have been tried and tested previously. This could mean that the use of a simplistic chronological watch appeals to them more. There is no demand for new, complex technology and they would rather be more minimal with their consumption.

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Knowledge:

Socioeconomic characteristics: Suit for the middle or higher class. Demand will decrease during the recession.

Personality Variables: the buying behavior will change according to different ages, lifestyles, social classes, and habits.

Communication behavior: it's important if apple's marketing really delivers the messages that the target audiences want.

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1: Knowledge

In the past when phones turned to smart phones they were received very well… That is knowledge that the same may happen when watches turn to smart watches. 32% of people wear watches. People like the compactability and functionality of Apple products and their user friendly/minimalist layout system  has proven in the past through peoples demand of the iphone.

2: Persuasion

The Item is multifunctional rather than just a watch and can be used for many other reasons: texting, paying and other applications. Change colors, buy different straps… Its good for getting fit and monitoring you steps/ heart/ blood pressure, built in bluetooth support for connecting with accessories .

3: Decision

Yes or no… tested as a sample for people before it is released and collect data on whether it is perceived well. Continued adoption in order to keep consumers with the latest technologies of the watch. Items can then be discontinued if noone is buying them.

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1. Knowledge : The user sees the advertising of Apple Watch. As I see it, Apple is one of the most important brands of our generation. This is because their marketing strategy is very good and they always aim on aesthetics and image. Therefore, Apple Watch has been advertised for a long time and on every platform whether it is online or offline. It would be hard for a user not to have heard about it.

2.Persuasion : Since it is a brand that is very focused on the image. There are a lot of users that always stay loyal to Apple, no matter how good the innovation is. This means that instead of buying a normal digital watch, the users that are loyal to the brand as well as a great part of the population, will find an Apple Watch more interesting just because of the branding. Even if the other products have a lower price or even better quality, they will prefer buying the Apple watch just because it’s Apple. This process can be applied also to mobile phones.

3.Decision : Now the user has all the information, he will be able to compare the product with other similar products from other brands. However, as we said before, the users that already own Apple products will be more inclined to choose the Apple Watch.

4. Implementation : The user has now bought the product and will decide if it was worth it or not. Also, all of the Apple products are connected to one another. This means that if you already own a product created by Apple, it will be easier to integrate it in your lifestyle.

5.  Confirmation : The user will spread the word and talk about it with family and friends to seek approval and confirmation about the product.