Consumer Behavior and Perception of Apple's iPhones Among Rich Youths in Urban Areas

This article discusses the consumer behavior and perception of Apple's iPhones among rich youths living in urban areas. It explores their motivation, perception of the brand, and reference group influence. The article also discusses how social media has influenced their liking of the product and how they use it for entertainment, business, and personal growth.

Running head: CONSUMER BEHAVIOR 1
Consumer behavior
Name
Institution

CONSUMER BEHAVIOR 2
Consumer behavior
Profile
When targeting a particular consumer to advertise your products, there are some of the
things one should look at before approaching them. This would enable the person to know
whether that consumer meets the standards of that particular product or not (Bohyun, 2013). This
group would be researching the use of Apple’s iPhone among the youths. These youths
particularly belong to a high social class because they are the ones who in most cases purchase
these digital phones. These consumers are working and have high incomes in which they are able
to purchase the phones despite their prices. The youths believe that with Apple’s iPhones, one is
able to know what is happening around the world.
The targeted consumer of this Apple’s iPhones are the rich youths living in urban areas
because people living in town are more civilized and they understand the importance of using
digital phones. In this case, rich youths living in urban areas are the targeted consumers because
there are some who live in town but still cannot afford to buy these phones. Targeting consumers
living in urban areas would help in improving the quality of the phones because these people
come with different demands every day due to exposure.
The kind of activities these targeted consumers do is searching things over the internet,
playing online games and posting pictures. Apart from using these Apple’s iPhones for
entertainment, they also use them to advertise their businesses and to video call people who are
far from them. Their opinions about these Apple’s iPhones are that they are fast and saves time.
The communication has also been made easier and people can now communicate with people
across the world without necessarily visiting them (Mahabir & Geeta, 2013). The lifestyle of

CONSUMER BEHAVIOR 3
these targeted consumers is high and they believe in the use of social media. This is because
many youths are addicted to the use of technology and almost every youth has a smartphone.
Perception of the brand
The consumers’ purchasing power is determined by how the consumer is viewing or
understanding the products one is offering (Misra, 2013). If consumer’s perception of the
products is negative, the purchasing power would automatically be low and vice versa. The
youths came to realize that these Apple’s iPhones give them more exposure to the technology
world because they give them a chance to see whoever they are communicating with. Apple’s
iPhones also give them a chance to know what is happening around the world. The features of
these phones have attracted many youths and the purchasing power has gone high. The
consumers also feel that this product would save their time and money because instead of
traveling to deliver a message to a person this would be made easier by these digital phones.
Also, for the youths who are in business feels that this product would enable them in attracting
more customers across the world. They also understand that with this products, they would be
able to outsource other businesses hence improving on the brand image of their company.
According to Kadyrova & Panasyuk (2016), when the consumers are fully convinced about ones
products the purchasing power tends to increase hence improving on the customer’s loyalty.
These Apple’s iPhones have helped many youths to become and attain what they wanted
(Roxana-Maria, 2013). This is because they use this product for a different purpose and therefore
everyone is fully satisfied with the digital phones. Some youths use it for entertainment, business
and others use it to market themselves as celebrities. For those who are lazy and find it hard in
traveling, these Apple’s iPhones have helped them in fulfilling’s what they want without
traveling. For example, many consumers do their shopping online without visiting the shops.

CONSUMER BEHAVIOR 4
This helps them in saving time and money. These products help these customers to have a wide
variety of choices for products because vendors post different products. It also gives the
consumer a chance to choose on the best quality products. Sometimes consumers like it when
they are being treated in a special way and this product helps in fulfilling their wishes because
once they order products and are taken to them, the consumers feel respected and appreciated.
Moreover, this products has helped those who use it to do business to achieve their goals
because this product is able to reach more people compared to when adverting using seminars
and holding meetings. The Apple’s iPhones are therefore of significance to them because many
have been able to expand their business hence increasing on its market share. They also use these
phones to sell to customers across the regions and this has helped them in increasing their profits.
Some consumers have also been able to increase on the quality of their products because through
this they are able to get their customer feedback about what they offer and improve on the
quality in case of any customer’s inexperience. According to Elvira (2013), advertising through
media helps in the faster growth of the business compared to when using traditional ways.
Also, for those who use these Apple’s iPhones for entertainment, they are able to get all
kinds of fun because this product contains a wide variety of social media platforms where
someone can search for any kind of entertainment he or she is interested in. This product is
therefore of significance to them because it is able to offer what they need at any time. The
youths who use Apple’s iPhones to make themselves famous has also been able to do so because
this product has helped some to be brand ambassadors of various companies. Once one has been
appointed as a brand ambassador he or she becomes famous and some also get paid because of
this.

CONSUMER BEHAVIOR 5
Motivation
The youths are being motivated and their needs are met by purchasing this digital phones.
They are strongly motivated by the product because it is able to offer what they need. The kind
of motivation being met by consumers by purchasing these Apple’s iPhones is achievement
motivation. According to Catalin (2013), achievement motivation is the drive to pursue and
attain goals. For example, youths who use this product to do business would be motivated by this
product because it is able to reach many customers across the world hence attaining their
objectives. It is the wish of every person to attract customers across the world, therefore, this
products ensures that because it facilitates information about a products fast and to a large group
of people. According to Lucinda & John (2015), technology plays a crucial role in business
growth.
According to Maslow’s hierarchy of needs, some of their needs being met are
physiological needs. These are the biological requirements for human survival and include things
like food, water, and sex (Aldric, 2011). With this product, consumers are able to meet all these
requirements without necessarily traveling to look for them. For example, a consumer can
request for food from restaurants which sells their products through social media platforms. With
this product, one, therefore, cannot lack food even if he or she is out of reach of it. The same case
also applies to the water. For example, a person who is seriously sick and cannot move from
their beds can use this product to call for help. Also, consumers can use this product to call their
partners to fulfill their conjugal rights.
Also, love and belonging are another types of need which have been fulfilled by this
product. These needs involve having a feeling of acceptance, respect, love and belonging to a
group of people (Manchiraju, 2013). This product has enabled youths to know what is happening

CONSUMER BEHAVIOR 6
around the world and also connected them to many people hence improving their social status.
Since everyone is addicted to the use of social media, this product has enabled consumers to
have a sense of belonging because without it one feels he or she is outdated. The products have
also helped the consumers fulfill some of their human needs like love, respect, and improved
personal behaviors.
In addition, this product has also enabled consumers to meet their esteem needs.
According to Maslow, these needs are divided into two categories which include esteem for
oneself and desire for respect from other people (Seunghwan & Bob, 2018). Esteem for oneself
includes achievement and independence. This product has therefore fulfilled these needs for
most consumers. For the consumers who used the product for a personal achievement like
growing their business, this product has enabled them to expand it hence attracting more
customers. This, in turn, has enabled many to become independence since they are able to cater
for their basic needs. On the other hand, this product has enabled many consumers to gain
respect from other people. This is because many people use this product to post educative things
through social media platforms. They also post things which encourages other people who are in
difficult situations. This has enabled many consumers to gain good reputation from people they
even don’t know.
Other types of needs which have been fulfilled by this product are self-actualization
needs. These are needs which includes realizing personal growth, peak experiences and personal
growth (Huixiong, 2017). This type of need has been fulfilled to people who mostly used the
products to do their own businesses and advertise themselves as celebrities. The use of this
product has enabled many to that they have the potential of doing things and can make their lives
more comfortable by themselves. For a consumer who used this product to advertise his/her

CONSUMER BEHAVIOR 7
products, it has enabled him/her to grow because it has helped in reaching many customers. It
has also enabled them to have positive experiences because the products have attracted many
customers hence increasing their profits (Tomasz, 2018). Also, the people who used the product
for entertainment has enabled many to become brand ambassadors of various brands hence
experiencing personal growth. For example, those who shared their photos through various social
media platforms has enabled them to become celebrities hence being employed by various
brands.
A reference group includes individuals who influence consumer’s behaviors towards a
particular product (Shushil & Manoj, 2014). A reference group has the highest power of
convincing customers to buy a certain product than the person selling it because many might
have used it and therefore they know about its quality. Reference group is therefore important
because they influence consumer purchasing power. These individuals can make consumer
purchasing power to be low or high depending on their past experience with the product
(Carmen, 2014). In this case, the reference group has influenced the youths a lot on the use of
these Apple’s iPhones because the purchasing power has gone high. Many youths who were
even not aware of the importance of using this product have now purchased it. For example, due
to the influence of the people using this product in doing their business, many youths have
therefore adopted in the use of technology to advertise their business and this has led to high
demand of the product. Also, those people who did not know whether you can use the product
connect to the people out of your reach have also made an effort of having one. The reference
group has, therefore, influenced the consumers on the positive effects of using this product and
this has made the purchasing power to be high.

CONSUMER BEHAVIOR 8
The use of social media has made the youths like the product because through it they
have got to know the importance of using the product (Yakup, 2014). It is through social media
where many people share how a particular product has helped them and through this the youths
have ended up liking the commodity. Social media has therefore brought positive effects to the
consumer’s daily lives (Liu, 2014). This is because even the things which seemed to be out of
their reach and are necessary have become available through social media platforms. People can
order for the things they want and be brought to them hence saving time and money. Also,
people are able to speak to whoever they want even if he or she is far away from them. Social
media has therefore improved on the social activities of many consumers. Others have also
gained respect, love and many getting jobs through social media.
The consumers mostly use Facebook to follow the product because its usage rates are low
compared to other platforms (Vijaya & Sundaram, 2014). These consumers do follow this
product because every time they send their feedback about it. The consumers have a high
involvement in the product because they sometimes send suggestions on what should be done in
order to make the product more enjoyable when using. In case of any inexperience they
communicate for the corrections to be made and this means they have fully involved in the
product because they don’t shift to other products.

CONSUMER BEHAVIOR 9
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