This document discusses the factors that influence consumer buying behaviours and purchasing decisions in relation to Apple I Phone. It explores the impact of cultural influences, lifestyle behaviours, and perception towards the brand. The document also examines how marketing strategies and approaches play a role in shaping consumer behaviours. The survey analysis focuses on the various forces or factors that have influenced consumer buying behaviours regarding purchases of Apple I Phone. The survey questionnaire includes questions about ownership of Apple I Phone, satisfaction with its features and quality, cultural influences, and social behaviours. The document also discusses the administration processes, data analysis, and key findings of the survey.