Apple - Consumer Behaviour

B E H A V I O U RC O N S U M E R

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Presentation Agenda

Consumer Behaviour

Factors affecting Consumer Behaviour

Apple Inc – Introduction

Brand Loyalty

How do they do it?

Conclusion

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Consumer Behaviour

•Those activities directly involved in obtaining, consuming and disposing of products & services, including the decision process that precede & follow these actions.

•Most large companies research consumer buying decisions in great detail to answer questions about what consumers buy, where they buy, how and how much they buy, when they buy, and why they buy.

•But learning about the whys of consumer buying behavior is not so easy—the answers are often locked deep within the consumer’s mind.

Apple - Consumer Behaviour

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Factors affecting Consumer Behaviour

Cultural

Personal

Psychological

Social


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Cultural Factors

Marketers need to understand the role played by the buyer’s culture, subculture, and social class.

Culture - It is the set of basic values perceptions, wants,

and behaviours learned by a member of society from

family and other important institutions.

Sub Culture - There are many groups of people in nearly every country who share

common geographic, ethnic, racial, or religious

backgrounds.

Social Class - Every society has its status groupings

largely based on similarities in income, education, and

occupation.


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Social FactorsA consumer’s behavior also is influenced by social factors, such as the

consumer’s small groups, family, and social roles and status.

Groups - A person’s behaviour is influenced by

many small groups. Some are primary groups such as family. Some are

secondary groups, which are more formal and have less

regular interaction.

Family – It is the most important consumer buying

organization in society, and it has been researched

extensively.

Roles and Status - A role consists of the activities people are expected to

perform according to the people around them.


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Personal FactorsAge & Life cycle Stage - Tastes in food, clothes, furniture, and recreation are often age related.

Occupation - Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits.

Economic situation - A person’s economic situation will affect his product choices. Marketers watch trends in personal income, savings, and interest rates.

Life Style - Life Style is a person’s Pattern of living. it includes AIO dimensions, i.e., Activities, Interest and Opinions.

Personality - Personality refers to the unique psychological characteristics that distinguish a person or group.


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Psychological Factors

Motivation - A person has many needs at any given time. A need becomes a motive when it is aroused to a sufficient level of intensity.

Perception – It is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Learning - Learning describes changes in an individual’s behavior arising from experience.

Beliefs – It is a descriptive thought that a person has about something. It may be based on real knowledge, opinion, or faith.

Attitude - It describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.


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Apple Inc - Introduction

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976 to develop and sell personal computers. It was named Apple Inc. on January 9, 2007 to reflect its focus towards consumer electronics.

Its best-known hardware products are the Mac line of computers, the iPod media player, the iPhone smartphone, and the iPad tablet computer.

Apple has continuously come up with innovative products making it the most valuable company in the world and leaving behind all its competitors.


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Brand Loyalty

Few brands have such intense loyalty as that found in the hearts of core Apple buyers.

At one end are the quietly satisfied Mac users, folks who own a Mac and use it for e-mailing, browsing, and

social networking.

At the other extreme, however, are the MacHeads or Macolytes. The Urban Dictionary defines a Macolyte as

“one who is fanatically devoted to Apple products.”

Apple knows that, to Apple buyers, a Mac computer or an iPhone is much more than just a piece of electronic

equipment. It’s a part of the buyer’s own self-expression and lifestyle—a part of what each person is”


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How do they do it?

In an interview with Fortune a few years ago, Steve Jobs explained that Apple never does market research. Rather, they simply preoccupy themselves with creating great products. This is what makes it the most innovative company.

“It isn't the consumers' job to know what they want. It's hard for [consumers] to tell you what they want when they've never seen

anything remotely like it. “


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They do market research on their own customers and what draws them to Apple products in the first

place.

And they don’t reveal the result of these research to outsiders

because if a competitor were to find out what drives iPhone purchases - whether it be

FaceTime, battery life, or Siri - it would serve as an unfair competitive edge to rival

companies.


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An analyst says, “Apple is a marketing and creative genius with a rare ability to get inside the imaginations of consumers

and understand what will captivate them.”

Apple’s obsession with understanding customers and deepening their Apple experience shows in everything the

company does. Eg: The Apple stores invite shoppers to stay a while, use the

equipment, and soak up all of the exciting new technology.


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Conclusion

The Apple example shows that factors at many levels affect consumer buying behavior. Buying behavior is never simple, yet understanding it is an essential task of marketing management and the one who is able to do it successfully, comes out as the winner.


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ThankYou


Apple - Consumer Behaviour

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Transcript of Apple - Consumer Behaviour