Consumer Behaviour and Marketing Psychology

This document provides an analysis of survey data on consumer behaviour and marketing psychology with a focus on Apple products. It discusses the factors that influence consumers to choose Apple products over other brands, the brand's marketing strategies, and its strengths and weaknesses.

0CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer Behaviour and Marketing Psychology
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Analysis of survey data given in survey monkey
The collection of survey data helps to observe the fact that out of 15 respondents, 7
respondents have mentioned that they have bought or they tend to by Apple product because
of the brand name, Smart-watch facility and they avid carrying phone. However, it has been
identified that 8 respondents have mentioned about the design and look of Apple product.
Hence, it can be mentioned that brand name and functions of the product is winning over the
look and design. It is worth mentioning that the brand name of Apple and functions are one
of the major elements of its business that are strongly influencing the consumers. Moreover,
popularity of the brand is broad and it is spreading across the globe due to its marketing
strategies and quality of product (Weinstein and Winston 2016). This fact is also found in the
primary data where almost 60% of the respondents have mentioned that they have known
about the brand from official websites of Apple and 5 out of 15 respondents have mentioned
that they know about the brand from family and friends. This findings help to know that
Apple has gained a tremendous popularity in the global market. It is true that quality of
product and innovation are two basic aspects that help the brand to gain tremendous market
exposure. Nagle and Müller (2017) mentioned the fact that the brand has consistently kept its
focus on quality and marketing strategy. In addition to this, the primary data also been
identified that 65% of the respondents have mentioned that unique design, battery life, quick
and easy to use functions are one of those elements that often influence people to choose the
brand Apple over any other brands in the same industry and almost 80% of the respondents
have mentioned that unique features are the fundamental things that help the brand to win
over the market.
Another significant question designed on the model to learn about the highest
preferences of consumers and the responses indicate the fact that almost 9 respondents out of
15 have mentioned that 42mm series 4th due to the gap of cultural feature is something to be

2CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
considered. However, it is worth telling that this fact is no new because Apple has always
been a step ahead with respect to quality and innovation in the product. It can be added that
popularity of the brand is rapidly spreading across the world because which certainly creates
a strong influence on people but almost 71% of the respondents have stated that it takes 10
days to make buying-decision. Thus, it can be mentioned that the whole market is entirely
influenced by Apple’s marketing strategy. Hallbäck and Gabrielsson (2013) mentioned the
fact that as the quality of product has always been a top most concern for the brand and a
large percentage of the consumers tend to prefer the brand due to high quality of products and
features. Moreover, it is also found in the primary data that some respondents have stated the
fact that the facility that brand provides have a strong influence on people.
As put forward by Boone and Kurtz (2013),Apple’s understanding about its core
consumers base is many steps ahead of the competitors like Samsung, Huawei, or even the IT
giant Google. This means when it comes to quality of product like Apple it can be mentioned
that while other brands compete with other brands on technology processor speed, memory,
screen resolution and Battery. So, understand this, the brand should brush those aside and
continue on upgrading path unique to itself as well as its consumers. It can be added that in
order to understand the brand Apple and its philosophy, a customer does not need to venture
much farther compared to its retail store. Unlike other bands like Samsung, Huawei, Apple
does not see its device as device instead it is an individual piece in a larger pattern of one’s
life.
Furthermore, Phillips-Melancon and Dalakas (2014) mentioned the fact that when it
comes to consumers’ satisfaction, primary data indicates the fact that almost 100% of the
respondents have mentioned that they are highly satisfied with the quality of products and
services. In addition to this, 11 respondents out of 15 have stated the fact that with respect to
value, the brand Apple is stepping ahead. Likewise, 10 respondents of 15 have again

3CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
mentioned that users’ experience is one such thing which strongly influences people to
choose the brand. Nonetheless, it is found that none of the respondents have mentioned or
talked about after sale service. This means that after sale service of the brand has not been
relatively effective. Bergvall-Kåreborn and Howcroft (2013) mentioned that even though the
brand is running its organization in a global environment but it can be added that the brand is
not able to establish its service centre for serving the product; thereby, the defects in the
products are often left unresolved. However, it should be mentioned that when the brand is
running its operation in a global environment, it should be aware or it should pay attention to
after sale service.
In the primary data, it was also observed that consumers were asked about whether
they would like to recommend the brand to others. A high percentage of the consumers have
stated that they would like to recommend the brand to their close ones. However, apart from
the strategy or the approach of word of mouth, Apple has its own marketing strategy that
helps to enhance its sustainability in the market. This means that the brand often sticks to its
own strategy of developing quality and applying innovation to its products. Nagle and Müller
(2017) mentioned the fact that Apple is one of the largest marketers of all time but it could
even stumble and this means that consistent marketing excellence is strongly developed on
some core discipline, which others might benefit from during their learning and applying.
Nonetheless, it can also be mentioned that in several areas of management in Apple, the
stated strengths can turn into major weaknesses and points could turn into vulnerability. This
means that the marketers who prefer to aspire to reach Apple’s height should look closely at
the reasons for Apple’s consistent region at the top. Nonetheless, it can be added that it is not
enough simply to try to copy or imitate Apple. So, each of these marketing practices could
backfire without careful attention and consideration and the top-notch execution.

4CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Thus, it can be mentioned that Apple has remained a consistently excellent marketer
over a decade and the pitfall that the brand needs to be aware of. In the primary data, it was
found that almost 89% of the respondents have stated that consumers experience is one such
thing that brand considered. On the other side, Phillips-Melancon and Dalakas (2014)
mentioned that Apple has aggressively expanded the areas where Apple experience is part of
daily life. On the other side, by enhancing app builders but rigidly enforcing standards. This
means that Apple makes sure that the universe of Apple-mediated behaviour contentiously
expands. It can be added that by innovating products from factors as well as functions from
computing it either one’s pocket or wrist, to pay for all of the purchases. Apple strongly
influenced on innovation beyond the cores by enhancing the same infrastructure to allow
such eco-system in a secure and seamless function.
In this context, Bergvall-Kåreborn and Howcroft (2013) added the fact that most
tangible instance certainly is Apple stores, this means the brand has Apple overturned
conventional retailing wisdom when it developed its store and this means putting the
experience before selling. It can be added that it is more of a continued on the type of
success by withdrawing store further from its retail branding as it considers its store. Finding
of the analysis also indicate that the fact that Apple has always empowered consumers who
tend think in a different way and they try to attract and inspire consumers to do things in the
most unique and creative way.
Nevertheless, it can be added that as its products are more ubiquitous, the brand Apple must
have to work harder to maintain its focus towards its goals and objectives. For example, it
was observed that the brand wanted to develop community and bring more consumers into
the field. It has also been identified that it offers a set of programs. Organization is turning its
retail locations into town squares.

5CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY

6CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
References
Bergvall-Kåreborn, B. and Howcroft, D., 2013. ‘The future’s bright, the future’s mobile’: a
study of Apple and Google mobile application developers. Work, employment and
society, 27(6), pp.964-981.
Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning.
Hallbäck, J. and Gabrielsson, P., 2013. Entrepreneurial marketing strategies during the
growth of international new ventures originating in small and open economies. International
Business Review, 22(6), pp.1008-1020.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing
more profitably. Routledge.
Phillips-Melancon, J. and Dalakas, V., 2014. Brand rivalry and consumers’ Schadenfreude:
The case of Apple. Services Marketing Quarterly, 35(2), pp.173-186.
Weinstein, A. and Winston, W., 2016. Defining your market: winning strategies for high-
tech, industrial, and service firms. Routledge.