Apple Consumer Behavior Analysis

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In the everchanging market of smartphones, Apple has managed to dominate or to be in the in the second place for the last 10 years. The constant improvements in technology and a great customer service had created a loyal crowd of buyers than grows over the years. Buyer behavior is focused upon the needs of individuals or organizations. Individual (Consumer) Behavior Individual or consumer behavior is based on satisfying the needs of the consumer. Albert Maslow created a hierarchy of human needs :( (Winer, 2011, p. 109) Fig.1 A product could be marketed to achieve several needs simultaneously or just one. Marketers focus in general to understand how the consumers are perceiving the benefits of their purchase. There are different models of buyer’s…show more content…
To understand consumer buyer behavior, we need to find out how the person interacts with the marketing and other stimuli. As described by Cohen (1991), the marketing and other (or the four P’s of price, place, promotion, and product) are adapted for a consumer. The Economic, technological, political, cultural and demographic are part Macro environment – the surrounding of the company/brand/product. Apple’s marketing mix is simple, the 4 P’s are Product: iPhone, Price: $699-$1,1149; Place: In stores or online; Promotion: Advertisement. The psychology of each consumer considers the product or service based on to their own culture, social, and personal perception. Then the consumer decides whether to purchase, where to purchase, the preferred brand. Fig.…show more content…
iPhone- Personal Use The organizations buy goods and services for their business needs. iPhone- Business use. Quantity Consumers buy various goods, but the quantity of goods is small. Consumer buy only the necessary quantity. Consumer buy 1 iPhone/person Organizational buying is done in large quantities. Buying in bulk keeps the price low and the company is not ruining out of goods. Large quantity of iPhone for business purposes. Purchase Decision Consumer buying make decisions for themselves. Organizational purchasing buyers make the decision to buy a product or a service. Market Knowledge Some consumers may not have knowledge about market and goods. The educated customers are aware and have knowledge about market and goods. Organizational purchase specifications are clearly specified. Buyers have less brands to choose from than individuals, and their purchases are evaluated by the specifics of the organization. The organizational buyers have in general full knowledge of market and suppliers. Types of Goods Consumers buy large amount of goods to satisfy personal or family

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