Apple on Consumer Buying Behaviour
Added on 2021-02-19
55 Pages20080 Words30 Views
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DISSERTATION
ABSTRACTPresent document has presented the meaning and importance of brand design of aparticular business organisation i.e. Apple, which is dealing in electronic market. Particularwritten paper has also covered the impact of brand design followed by Apple on consumerbuying behaviour. Along with this, introduction section of this report presented what is brandand how it works for an organisation in gaining competitive advantages, attaining different rangeof goals and objectives and more more other benefits. Customer purchasing concept played acrucial role for Apple and it is required for this organisation to perform proper analysis in regardspull out information in regards to customer's mindset while purchasing different range ofproducts and services of a particular company. Away with this, it can also be said that currenttrends related to customer purchasing within United Kingdom, also impacts upon brands andtheir designs as well. Here, it is much required for Apple to look into all the current trends anddevelop products and services along with the design as per the requirements. Through this,maximum benefits could easily be gained right on time. On the other hand, both data analysisand research methodology section has helped researcher in pulling out favourable outcomes inregards to the chosen topic and i.e. to analyse the Brand Design and Its Effects on ConsumerBehaviour.
ACKNOWLEDGMENTPresent report has been successfully developed with the help of tutors, lecturers and mycolleagues. On behalf of completing this dissertation, I would like to thank all the personnel, whohas helped me out in supporting this dissertation with a range of secondary and primaryresources. Individuals who has been there by my side, their expertise, insights along with theproper assistance has helped me out in reaching to new heights. In some cases, they did notsupported me while choosing a particular article while performing the literature review sectionbut lately, this benefited me in reaching to new heights. I thank my tutor, for their assistance andmy colleagues as well for giving feedbacks as well, while doing the data analysis sectionconsidering various comments and helped me in improving the overall manuscript of chosentopic.I would also like to show my gratitude to the institution as well, for sharing their pearls ofwisdom with me during the course of this research. I also thank 50 respondents for giving theirviewpoints on particular topic as well. I am also immensely grateful for their comments on anearlier version of the manuscript, although any errors are my own and should not tarnish thereputations of these esteemed persons.3
Table of ContentsABSTRACT.....................................................................................................................................2ACKNOWLEDGMENT..................................................................................................................31. INTRODUCTION.......................................................................................................................6Background of Research.........................................................................................................6Research Aim & Objectives...................................................................................................6Aim....................................................................................................................................6Objectives..........................................................................................................................7Research Questions............................................................................................................7Scope and Importance............................................................................................................7Rationale of Research.............................................................................................................9Overview of Dissertation........................................................................................................92. LITERATURE REVIEW............................................................................................................9Concept of Customer Purchasing.........................................................................................10Importance of brand design for Apple..................................................................................12Current trend related to customer purchasing in United Kingdom......................................14Effect of brand design in customer purchasing behaviour for Apple...................................16Conclusion............................................................................................................................173. RESEARCH METHODOLOGY...............................................................................................183.1 Type of Research............................................................................................................183.2 Research Philosophies....................................................................................................193.3 Research Process and Design.........................................................................................203.4 Research process............................................................................................................213.5 Research Approaches.....................................................................................................223.6 Data Collection...............................................................................................................223.7 Data Analysis..................................................................................................................233.8 Sampling.........................................................................................................................233.9 Research Ethics..............................................................................................................243.10 Research Limitations....................................................................................................244. DATA ANALYSIS AND PRESENTATION...........................................................................254
4.1 DATA SHEET................................................................................................................274.3 THEMATIC ANALYSIS...............................................................................................29Discussion on effect of brand design in customer purchasing behaviour for Apple............406. CONCLUSION AND RECOMMENDATIONS......................................................................416.1.........................................................................................................................................41Summary..............................................................................................................................41Summary of what has been achieved...................................................................................416.2.........................................................................................................................................42Evaluation of Results...........................................................................................................42Limitations in results............................................................................................................426.3.........................................................................................................................................42Recommendations based on Evaluation..............................................................................426.4.........................................................................................................................................43Future Work.........................................................................................................................43REFLECTION......................................................................................................................44ALTERNATIVE RESEARCH............................................................................................447. PERSONAL DEVELOPMENT................................................................................................45REFERENCES..............................................................................................................................47RESEARCH ETHICS APPROVAL FORM.................................................................................505
TOPIC: Brand Design and Its Effects on Consumer Behaviour1. INTRODUCTIONBackground of ResearchBrand is explained as name, term, symbol, design and some other feature that determinedservice or product of one seller as different from the other. The branding is set of thecommunication and marketing methods that aids to distinguish products or company from rivals.Its main aim is to develop long lasting impression in customers mind. Brand design is thecreation of premium value in the minds of customers as to how they wish to see the brand? Theidea is to create a unique identity through brand logo, slogan, title, style and visuals. It is theprecise way to derive market focus towards the product by building a unique distinction for theproduct called as branding. This distinct identity will differentiate the product from the othersimilar products. The purpose is to produce a well known, easily recognisable, highly trusted &reliable notion about the brand itself which can be inculcated through giving the products aeccentric identification (Cassia, Cobelli and Ugolini, 2017). The common example of somefamous brand designs include Apple, Nike, puma, amazon etc. The designing process of a brandconsists of various steps where the locus is that the brand design shall be in linkage with thebusiness strategy of the organisation.On the other hand, consumer buying is sum total of the attitudes, intentions, decisionsand preferences related to behaviour of customers at marketplace at the time of buying service orproduct. The consumers take the decisions on the basis of several criteria, triggers of theconsumer purchase happen more before actual purchase. Apple is an American Multinationaltechnology form that designs, develops and also sells the consumer electronic, online servicesand computer software. It is founded through Ronald Wayne, Steve Jobs and Steve Wozniak inyear 1976. This company is considered as on of big Four technology along with the Google,Facebook and Amazon (Lukas, 2012). Research Aim & ObjectivesAimIt is explained as overall purpose of study and it is concise and clearly defined. It is widerstatements of the desired outcomes and the intentions of an investigation. 6
The main aim of this investigation is “To determine importance of brand design and itseffect on Consumer Purchasing. ” A study on Apple. ObjectivesResearch objectives are clear, declarative and concise statement that gives direction toresearch variables in study. Their focus on ways to measure variables like determine or describe.On the other hand, research objective is concrete statement that explaining what an investigationis trying to attain. To determine the factors which affect buying behaviour of customersTo understand importance of brand design for Apple.To determine the incumbent trend affiliated to consumer buying behaviour in UnitedKingdom.To determine the effect of brand design in customer purchasing behaviour for Apple. Research QuestionsThis section of research is based on the specified issues that evaluate by the research toattain positive and reliable outcomes. As it provide direction to the investigator to carry out theliterature of different authors on specified topic and area. By this valid and authentic informationcan be easily attained. What is Customer Purchasing What is importance of brand design for Apple.What are the current trend related to customer purchasing in United Kingdom.What is effect of brand design in customer purchasing behaviour for Apple. Scope and ImportanceScopeCurrent research consist wider scope which help research and organisation to enhance thechances of attaining success. As customers behaviour play a crucial role in developing brandimage of the company market place (Rezapour and et. al, 2014). In this context, brand design ishelp in influencing customers and their taste as well. With the assistance of this, company mayaccomplished their competitive image and at the same time also capture larger market share fromits rivals. In context of Apple, brand design help in inviting more and more customers which may7
contribute in developing positive image at market place and customers mind as well. Gooddesign of brand help in reaching customers in a memorable way. This will improve the chancesof creating awareness at market place and also retain consumers towards the company productsand services. This will increase profitability level of the firm at competitive market place.Mainly, brand design build credibility and also create a consistent visual language which may aidin connecting with large number of consumers over the offering of the company. This providewider scope to the firm through which positive and competitive brand image can be easilyaccomplished at market (Van Noort,Voorveld and Van Reijmersdal, 2012).In context of researcher, this topic includes wider scope in enhancing skills andknowledge that support them in taking right and accurate decision within the research. Ifresearcher do the same research in future then they easily attain positive and reliable outcomesthat help in making an successful research project. Thus, it can be evaluated that scope of thisresearch is wide in which both organisation and research attain success. Importance Brand design is consider as an important factor of every business organisation to invitecustomers towards its offerings. As it also help in promoting products in market place toinfluence behaviour of consumers. This will improve the chances of making customers moresatisfied. One of the main advantage of brand design is to retain customers for longer period oftime that contribute in enhancing competitive brand image of the company at market place.Along with this, good brand design also help business organisation to attain competitiveadvantage. As it includes various aspects such as value, unity, recognition, differentiation andpride which contribute in making brand design more competitive and famous as well. This is thereason that company easily influence customers to make them satisfied and loyal as well.Furthermore, Apple spend more money to make their brand design more popular which helpthem in developing their positive and competitive image at wider area (Van Noort and et. al.,2012). By carry out the current research, investigator gather as well as understand the actualimportance of brand design and also evaluate that how it affect the consumer behaviour. It mayimprove the chances of increasing satisfied customers that accomplished the brand image morecompetitive and famous as well.8
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