Abstract
We prefer to study the MP3 player market as it is a novel and fast growing one. Flourished in 2004, the MP3 player replaced the old devices like walkman and disc man, thanks to the technological developments. In 1998, an unfamiliar brand introduced the first MP3 player and it was only in 2001 that the most reliable and well known iPod was launched by Apple. This brand has opened a new market and created a new need.
The new device with high storage capacity, allows hearing music anywhere at any time. In fact, the device changed the customer behaviour and modified their choice process. In order to consider customers' opinion competitors in the MP3 players market their products and strategy. In this study, we will observe the consumer behaviour based on three main targets and we will analyse how the companies operate and maintain their core competencies.
