Understanding and shaping consumer behavior

Consumer Behaviour 2
Executive summary
Apple Inc is one of the largest and greatest multinational corporations in the technology industry
that has influenced generations since its establishment.MacBook Pro is one of Apple Inc’s
Macintosh lines of quality products that the paper will discuss.By illustrating its specs, the paper
will show why the product line has been at the top of the game in the laptop market. Colleges
students are the target market for the product. The paper will depict the various benefits that
college students can acquire from using Macbook pro in their educational activity and social life.
The paper will also illustrate the benefits of Pushing the MacBook pro into this market which
can present opportunities for growth and development. The probability of achieving a life span
of consumer loyalty is high as consumers in this segment are set to transition their life into the
professional world which would still be vital for Apple. The various Cultural and interpersonal
influences on college students' consumer market will be depicted in the paper by analyzing the
various literature reviews an applying them to the product. Recommendations will be given
through the use of the marketing Ps which is essential in increasing sales revenue and
maintaining consumer loyalty

Consumer Behaviour 3
Table of Contents
Apple Inc. Consumer behavior: Market segmentation MacBook...................................................4
1.0 Introduction................................................................................................................................4
1.2 Apple Inc’s MacBook pro......................................................................................................4
1.3 Consumer target: college students.........................................................................................5
2.0 Cultural and interpersonal influences: College students consumer market...............................6
2.1 Peer pressure consumerism....................................................................................................6
2.2 Social status or financial background....................................................................................7
2.3 Social media Influencers........................................................................................................8
2.4 Appeal to emerging trends.....................................................................................................9
2.5 level of diversity and uniformity within a culture................................................................10
2.6 Institutional perceptions and requirements..........................................................................10
3.0 Recommendation.....................................................................................................................11
3.1 Price.....................................................................................................................................11
3.2Promotion..............................................................................................................................12
3.3Place......................................................................................................................................12
3.4People....................................................................................................................................12
4.0 Conclusion...............................................................................................................................13
5.0 References................................................................................................................................14

Consumer Behaviour 4
Apple Inc. Consumer behavior: Market segmentation MacBook
1.0 Introduction
1.1 Apple Inc. Company background
Apple Inc.is currently among the most revolutionary companies in our generation it is considered
to be a trendsetter, especially in the technology sector where it has contributed to the
advancement of technology through research and innovation. Apple Inc. multinational
corporation that was established in 1976 and incorporated a year later. It was initially referred to
as Apple Computer Inc for 30years due to the fact that computers were the first products they
rolled into the market as a fully-fledged company. However, the growing competition from rivals
such as Dell created the need for diversification of products in the consumer electronics market
that resulted in the change to Apple Inc, 2007 (Heracleous and Papachroni, 2016). Apple Inc.
maximized product diversification that led to the introduction of various products such as
MacBook, iPhone, and iPods that resulted in the growth and development in the market.
Apple.Inc’s current headquarters are in Cupertino, California, the United States of America and
its has of 137,000 employees globally., Apple becomes the first company to be valued at 1trillion
dollars last Novembers in 2018, however, it reclaimed the trillion-dollar mark at the beginning of
the fourth quarter where it's valued at 1.01 trillion dollars
1.2 Apple Inc’s MacBook pro
The Apple MacBook Pro is a portable computer in the Macintosh line that was launched in 2006
by Steve Jobs who was the CEO of Apple Inc. The product was developed in order to replace the
PowerBook G4 and initialize that Apple-Intel transition. The size in inches that the product
offers is 15 and 13 inches and recently 16 inches. Additionally, the mac book pro has gone