Consumer Behaviour and Marketing Psychology

This report analyzes consumer behavior and marketing psychology in relation to Apple Airpods. It examines the factors influencing consumer purchasing decisions, including brand image, product features, and pricing. The report also provides strategic recommendations for Apple to enhance its marketing strategies and maintain its market leadership. Desklib provides past papers and solved assignments for students.

Consumer Behaviour and
Marketing Psychology

EXECUTIVE SUMMARY
This report is based on the consumer behaviour and psychology marketing when how they want,
need and act towards the products. It has developed a understanding about the consumer
psychology in purchasing the product and services. and has helped in determine that how the
potential customer response towards the airpod and specific services provided by Apple. This
report provides the brief analysis and evaluation of current prospective of consumer behaviour
towards the air pod devices. It analyses the strategic recommendation to analyse the results and
outcomes which applicable in terms of growth or development. This organization is helping the
consumer to provide the opportunities or increasing the productivity and profitability in
marketplace. It shows the overall performance and efficiency of apple's and compare to other
competitors in marketplace.

Table of Contents
INTRODUCTION...........................................................................................................................4
Selected product or service overview..........................................................................................4
Critical Analysis...........................................................................................................................5
Strategic Recommendations.........................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer behaviour is study about the people how they make decisions what they buy,
needs and act in regards to the product and services. It will make the critically understand about
the consumer behaviour to know how the potential people will respond to the airpod product and
their services. Apple is an American multinational technology organization that designs,
develops and sells the online product such as Airpod, Iphone etc and also provide online
services. The study will also make a clear understanding about airpod and and various online as
well as store based services. This report will describe the critical analyse and strategic
recommendation which help for increasing the quality of services which helpful in business
development.
Selected product or service overview
Air pod is based on the wireless Bluetooth earbuds created by Apple. It is the most
popular accessory product with 35 Million units sold in 2018. This product has main features a
built in the micro phones that filter out the background noise, which allows for taking phone
calls. In additionally, it also built in the optical sensors which enables airpod easily detects the
taps (Bagozzi, 2018). Apple has programs to services the batteries and also purchased the
replacement of individual airpod. This product may contain upgradeable firmware which
automatically sync through the apple iCloud services which allows for user to switch audio
sources and supported the hardware devices that connected by same Apple Id (Vichiengior,
Ackermann and Palmer, 2019).
Nowadays, Airpods are one of the apple's most important products and success of
business process. This type of product is now vital to the apple 's future to develop the man to
machine interface and getting more information on the demand of headset services. Apple is also
introduced some other kind of colour options, component enhancement and features where many
consumer attracts towards the product and services (Bhuian and et.al., 2018). Many consumers
have used the airpod for both audio stops and out which are connected to the other devices at
same time. In this way, it can determine that Apple's airpod have dominated the wireless
earphone in market since launching in the global world because it has ability to work with
together with motion accelerometer and optical sensor which automatically control the audio
experience and engaging with the microphones (Howie and et.al., 2018).

Critical Analysis
Consumer behaviour is referred as a buying decision of the individual, customer, group
or organization on the basis of which customers buys and selects the specific products from the
wide range of options. Marketing psychology is the study of the human behaviour which is one
of the important aspect in order to understand the behaviour and underlying motivation behind
consumer's purchasing decision (Fredriksson and Rosenborg, 2016). Consumer behaviour may
gets affected by various different types of elements such as cost, place, discount and preferences
and also most of the times its brand image an value. But lifestyle which includes the motivation,
attitude and perception of the people in choosing the product is mainly influence the consumers
in choosing the Airpods. As per the scenario, the consumer wants to purchase the Bluetooth
headphones which fulfils the flexibility needs along with the wireless technology. Customer have
many options to buy the Apple air-pods from store, online or the from the lady who was lying in
JB hifi to sale the prduct but customer prefer to buy it online however Apple airpods are too
expensive. Cost did not affects his buying decision and preferred to order online which provides
free delivery.
Moreover, Apple company has provided the Airpods which consists of advanced features
in terms of easy accessibility and flexible wireless Bluetooth connection for Iphone users.
Marketing is concerned with creating the valuable products, information in order to help the
customer in solving their problems. This company has developed a strong brand image in terms
of great flexibility, increased shelf life and security features of the Apple products. This has
influenced the consumer as it provides the portable and easy accessible products (Molesworth,
Grigore and Jenkins, 2018). Apple company have identified the psychology and behaviour of
the consumers, by designing and introducing more accessible features to its customers. Whereas
The product of the This brand is often considered as one of the most expensive choices on to
which the customers relay on.
A consumers environment is mainly based on the social and physical attributes of the
world which may includes the spatial relationship, physical objects and social behaviour of
individual. As Apple industry provides the return policy and various customised options for the
people to choose the product and services. This organization provides the expensive product but
still people choose to buy these product as it aids the quality and standard to their lives.
Therefore most of the Apple users are belongs to the high economy people. On the other hand,

this company has provided the facilities to let the customers buy individual air pod in case if one
is lost. This has influenced the buying psychology of the human as loosing one of the Apple's
tiny new airpods be an unfortunately a common occurrence for customers which allows the
customers to buy the replacement pod when people invetiably loose one. On the other hand
company's brand has expanded the range of products and services along with the introduction of
the apple airpod. This organisation creates the effective strategies in order to increase the
marketing approach and target market of the firm. It effective strategies attracts large number of
people thus it influence the buying behaviour of the consumer. These strategies have created the
high standard for the company and therefore it have influenced the behavioural psychological of
the customers. Marketing Communication mix strategies of the Apple company are as follows:
Advertising
This is the paid form of promotion idea, goods and services by an identifiable person.
This company mainly generates the standard message about the prices but they are aimed at
reaching to the wide market and advertising technique is mainly selected according to the
targetted audience. There is a legitimacy in advertising the apple products. However their costing
is very high which only attracts the rich economy class people mostly.
Personal selling
Apple industry have influenced the use of AI and its implementation in the form of
airpods have improved the technology concept of the people. In addition to this, there are various
more new features and functionalities such as weather check, volume control, calls options etc.
This company also sales the product personally in which the buyer get the chance to clarify the
doubts and helps the company in establishing the strong connection with public. this have
changed the perception and living ideas of the people (Consumer psychology towards Apple
products, 2018).
Public relation
As Bluetooth headphones are difficult to paired with various different devices. In order to
provide easy accessibility to consumers, by introducing the airpods. This organization has
advanced more connectivity and efficiency which provides the abilities to automatically pair
with all the supported apple devices. It helps in maint aining the good public relations. However,
this feature has attracted consumers and influence their buying decisions (Ekama, 2019). The

main priority of the loyal consumers is easy accessible device along with the flexibility and
efficient connectivity which motivates them to buy such products
Direct Marketing
As per the improved innovation in Apple product, Customers are not only attracted
towards iCloud pairing but Airpods are also equipped with dual optical sensors, accelerometers,
tiny batteries, W1 chip and a microphone. So these smart features impacts the buying decision of
the customers and also helps in improving the standard and lifestyle of the consumers along with
the easy accessibility. However, this industry performs direct marketing of the product which
attract large number of people.
Sales promotion
Apple Promotes their product through commercial print and adds focussing on strengths
in the form of features as compared to other brands. This has a huge impact on the buying
decision of the people. However, it may change the psychology of people in buying such
products (Kovoor-Misra, 2019). The apple device use iCloud technology. So generally This
organization has targetted the rich and high economy based people who prefer comfort and
quality over cost. However, Consumer Psychology mainly revolves around the standard of living
and lifestyle. So people prefer such products instead of wired connectivity and ineffective
gadgets.
On the other hand, Critics say that wireless cannot match wires which can be sometimes
considered as a fact but it may prove sometimes. However Bluetooth wireless technology
compress some part of the data and user may lost their audio. While it may prevents the users in
adopting the advanced technology ultimately it may affects buying decision of various people.
Effective strategy of the firm fails to meet the main objectives with respect to the sound quality
of the Airpods. This is the psychology of various customers as they prefer traditional services
over modernised gadgets. Apple products are so expensive and but cannot be preferable all the
time as consumer have to carry charger all the time.
However, the biggest criticism of the airpods has been the design which mainly looks like
the cigarette butts which pops out of the ear. And one of the most effective thing which affects
the psychology of the people in buying such product is its cost which cannot be affordable by

lower and middle class people. Apple offers large prices of their product as compared to other
other devices manufactured by competitive brands.
Strategic Recommendations
It has recommended to use the generic strategy and intensive growth or development
strategy which directly related to the marketing, pricing and other areas of business while apple
has never simply concern about the crowds and created product which are fit or not. Instead, they
are mainly focused on the innovation, creating product that can change the global marketplace.
As one of the most valuable company in the world and also shows the strategy as an another
advantages against the other competitors such as blackberry, LG and Samsung etc. It has needed
to implement the intensive strategies for growth or development that support the business to
maintain their position in global marketplace (Just and Gabrielyan, 2018). With the high rate of
innovation which requires for emphasising on the excellent in the product design, In this way,
Apple has succeeds event with high selling prices in marketplace.
Apple has implemented the effective strategy for differentiating the company and its
products from the competitors. They have emphasises on the elegant design which combined
with use friendliness and high end branding in effective manner to differentiate the business.
According to strategy, Apple always focused to set the specific objective apart from the
competitor not by the prices but they also added more features which beneficial for consumers.
As per logically manner (Kimmel, 2018). It has included the generic strategy which makes apple
stand out and still reaches to their different segments of marketplace. The product has been
designed for every consumer, thereby supporting the broad market reach. For Example- Apple
has applied the generic strategy which help to maintain the leadership and position of business as
per the demand of consumer. The differentiation generic strategy has significant implication on
the strategic objectives of business.
Recommendations
They must continuously develop the innovative product such as airpod so that they
always stand out against the other competitors (Peck and Shu, 2018).
It is recommended for the company to improve the battery backup as it is one of the main
disadvantage for the apple products. Also, company should innovate the the product for the low
economy people as Apple provides expensive products and services which are mainly attracted
by rich people.

On the other hand, consumer behaviour includes the Motivation so there should be the effective
promotional compaign which encourage the buyer to buy such innovative products as it drive the
customer buying activities. So Company should It has necessary to business for using the
different marketing options to differentiate the need and requirements of people. On the basis
of generic strategic objective has expanding and ensure the broad market reach, such business
growth and expansion are achieved through the intensive strategies.
CONCLUSION
As per discussion, it concluded that Consumer behaviour is study about the customer how
they make decisions on the basis of need and requirements. It is critically understanding about
the consumer behaviour to know how the potential people will respond to the airpod product and
their services. It summarised to discuss about the airpod products and overview of the services.
However, it is also critically analysed and strategic recommendation which help for increasing
the quality of services which is helpful in business development.

REFERENCES
Books and Journals
Bagozzi, R.P., 2018. Three systems underpinning marketing behavior. AMS Review. 8(1-2).
pp.23-29.
Bhuian, S.N. and et.al., 2018. Antecedents and pro-environmental consumer behavior (PECB):
the moderating role of religiosity. Journal of Consumer Marketing. 35(3). pp.287-299.
Howie, K.M. and et.al., 2018. Consumer participation in cause-related marketing: An
examination of effort demands and defensive denial. Journal of Business Ethics. 147(3).
pp.679-692.
Just, D.R. and Gabrielyan, G., 2018. Influencing the food choices of SNAP consumers: Lessons
from economics, psychology and marketing. Food policy. 79. pp.309-317.
Kimmel, A.J., 2018. Psychological foundations of marketing: the keys to consumer behavior.
Routledge.
Peck, J. and Shu, S.B. eds., 2018. Psychological ownership and consumer behavior. Springer
International Publishing.
Vichiengior, T., Ackermann, C.L. and Palmer, A., 2019. Consumer anticipation: antecedents,
processes and outcomes. Journal of Marketing Management. pp.1-30.
Fredriksson, J. and Rosenborg, H., 2016. Attitudes towards the (UN) official sponsor:‘Cultural
factors' impact on consumers' attitudes towards ambush marketing.
Molesworth, M., Grigore, G.F. and Jenkins, R., 2018. Games people play with brands: An
application of Transactional Analysis to marketplace relationships. Marketing
Theory. 18(1). pp.121-146.
Ekama, E., 2019. Customer relationship management and strategic management as tools for
organisational performance.
Kovoor-Misra, S., 2019. Crisis Management: Resilience and Change. SAGE Publications.
Online
Consumer psychology towards Apple products. 2018. [Online]. Available
through:<https://m.imore.com/can-you-pair-single-airpod-different-single-airpod>