Factors Influencing Buying Behaviour: A Case Study of Apple's Macbook Air

Macbook Air

Marketing and management 1
Introduction
It is important to understand the buying behaviour of a consumer in terms of the purchase made.
Buying decisions are influenced by several cultural, social and personal factors (Solomon, Dahl,
White, Zaichkowsky & Polegato, 2014). Influencing factors largely guide the buying decisions
made by customers. Recently, I purchased Apple’s Macbook Air. This report throws light on the
factors that influenced me to buy this product as well as the decision making process of the entire
purchase.
Brief description of the product
The Macbook Air is a flagship product of Apple Inc. The laptop is handy, easy to use and very
reliable. It comes with a 13.3 inch screen. The model was released in 2018. It offers a hard drive
size of 128GB and an 8GB RAM. The laptop comes with a touchpad and supports Bluetooth.
The price of the product including all taxes is AED 4050.
Influence to buy the product
The primary influence for me was the dire need to buy a laptop. I had been using my previous
laptop since over 8 years. The old laptop was giving me a hard time. I lost a lot of precious data
as well. This is when I decided to buy a new laptop. I am an ardent Apple user. I also have an
iPhone, iPad and a really old iPod as well. My loyalty towards the brand combined with
affordability made to shortlist Macbook Air.
Besides this, social media plays a significant role in influencing purchase decisions of customers
(Bronner & Hoog, 2014). This is not just true for laptop but for predominantly every purchase I
make. I tend to search hashtags and understand public opinion regarding any product. Social
media is being increasingly used as a platform for influencer marketing. Various influencers
including actors, stand-up comedians and talent artists are becoming influencers on social media.
Maslow’s hierarchy of needs
Maslow’s hierarchy of needs aims to identify different needs of individuals that need to be
fulfilled in a hierarchical manner (Niemela & Kim, 2014). The laptop definitely fulfils my social