Amazon Fire TV

Josh Bounds, Brittany Murphy, Kevin Henao, Jessica Skowronski, Juan Lima, Jiabin Xu

William Paterson

April 6, 2015

Table of contents

I. Evaluation of Alternatives…………………………………………………….Pg. 3
II. Purchase Choice Decision……………………...………………....…………..Pg. 4
III. Post-Purchase Evaluation……………………………………………………..Pg. 4-5
IV. Demographic Segmentation…………………………………………………..Pg. 5-7
V. Positioning Characteristics/Features……………………………………...…..Pg.7-8
VI. Works Cited…………………………………………………………………..Pg. 9-11
VII. Timeline………………………………………………………………………Pg. 12

Five Stages of Consumer Decision Making Process: Evaluation of Alternatives
Roku:
Roku has more than 1,700 Apps for variety of uses.
The Roku 3 has the fastest responding time than any other streaming device, including the newer Amazon Fire TV.
Apple TV:
According the USAtoday.com, half of U.S. hoes own Apple products, which means lots of people own some music, movies or TV shows on iTunes. The Apple TV allows consumers to have all access to their iTunes content.
Airplay is awesome. It can erectly and easily mirror music, photos and videos from nearly any App to Apple TV.
Google Chromecast:
The price ($35) is undefeatable. Consumers would go for that since we are able to watch many things online.
Chromecast is not a box. It can hide behind the TV, although it requires a little bit room between the TV and the Wall.
Amazon Fire TV:
Our Fire TV has 2 options for consumers. It can be a stick or a box. And both of them are quite speedy.
Fire TV has a function called Voice Search, and it works. So consumers would not spend lots of time typing, instead, they can actually command the TV to do the search.

Five Stages of Consumer Decision Making Process: Purchase Choice Decision
The Amazon Fire TV has an advantage to all of the other televisions, because if you have Internet, you can go to Amazon.com and order one or many. If you do not have time to go to the store and look at it, you can simply just order it online. If you do want to go look at it before you purchase it though, you can go to Best Buy and test it out. The Amazon Fire TV is the cheapest TV set if you go with the basic package. On some websites, Amazon puts a direct link to the product that you searched for on Google, so it makes The website also has the phone number and e-mail to contact someone if you need any help with ordering or the set up when you receive your Amazon Fire TV. The Amazon Fire TV gets around by word of mouth. If a neighbor or someone they know likes it, they will order one and try it out. Amazon also offers $50 off your Amazon TV if you sign up for Sling TV, which is a live television service. There is also a tab on the website that shows you what other customers have thought about the product and if they would recommend it to others. Amazon is very helpful and trustworthy, because if you have any problems you can either send it back or contact them and they will help you through any of your problems.
Five Stages of Consumer Decision Making Process: Post Purchase Evaluation
Negative Purchase Evaluation
1. Amazon Fire TV is missing a lot of apps.
Some of the majors apps include HBO Go and Spotify.
2. Even though it does have voice control, it does not work in Netflix or any of the other non-Amazon apps.
3. If you do not have Amazon Prime, you do not get the full effect of the whole Amazon Fire TV.
Prime lets you watch recently added movies and television shows.
4. The Amazon Fire TV costs $99, but with the controller for the gaming system, it comes to $140. If you then decide to buy Amazon Prime, that would cost another $99 for the year. This would be the most expensive television out of the Apple TV and Roku.

Positive Purchase Evaluation
1. Amazon is a well-known company.
People will buy it because they have done business with Amazon before.
2. Amazon Fire TV is great to watch Amazon movies and TV series along with apps Netflix, YouTube, Hulu Plus,