Among the most innovative products that have been brought to the market is the iPod. This product is the market leader in the product category of portable music players and has created a niche for itself. A large number of people have been attracted by the iPod's fashionable appearance and ease of use and there has been no defined specific target market for the product. In order to achieve this, a behavioral analysis is carried out in which the role of individuals factors such motivation and values, learning and perception are considered. Other individual actors considered are; individual decision making process, attitudes and personality. These are looked at in relation to how the Apple Company is able to develop its marketing strategies for the iPod product through understanding the consumer behavior. The main target of the advertisement campaigns is the young audience and this is for the reason that there is a higher likelihood that young consumers will use this product and go on remaining koyal to the brand for a konger time. Another reason is that the younger consumers will be attracted to the fashionable appearance and offering it "a young and trendy look". Positive reinforcement serves a significant role as the iPod consumers become members of a community and develops a sense of belonging to this community, In addition, the iPod consumers are considered to be young, fashionable, modish, and attractive by other people in the society which assist in boosting these consumers' morale and image. Also, the consumer can listen to his or her much loved music "on the go" and this is an additional benefit. In addition, there is a form of observational learning or vicarious leaming as many people buy the iPod because they see many famous celebrities, models, actors, loved ones owning and sharing their playlists and songs with each other. Moreover, it is observed that a large number of designers are coming up with "luxury accessories" for the iPod with an intention of personalizing it" However, the iPod cannot be regarded as a "materialistic" device and this is for the reason that it is bought with an intention of wanting to listen to musie. Moreover, the iPod is used for personal satisfaction as well as for entertainment. Thus, there is a high likelihood that the non-materialistic people will buy it. The research that has been carried out by Apple has assisted in understanding the kind of personality the iPod instills in the minds of the people. The focus of the iPod's personality is on "simplicity, emotions, imagination, lifestyle, innovation and passion" What individual factors do you feel are responsible for people adopting iPod as a portable music player? What personality factors are there those may attract young consumers?