Branding Strategies and Consumer Decision Making

This assignment analyzes the influence of branding strategies on customer purchasing choices, specifically focusing on Apple products. It delves into factors like brand reputation, quality perception, and price sensitivity that drive consumer decisions. A questionnaire is provided to gather insights into consumer attitudes towards Apple's branding and their decision-making process when purchasing electronic gadgets.

Dissertation

Abstract
With the dynamic and suddenly changing external environment, it became inevitable and
important decisions of the organization to retain competiveness and get rid of turbulent
marketing conditions. Now-a-days, the success of the company greatly depends upon how
effectively it gathers and analyzes enough set of information about their market in which it
transacts and operates. Marketers need to research and investigate about user requirements,
desires, buying preferences and purchasing habits to derive success in the market. In the study, it
has been founded that branding strategies have high level of impact on the buying behaviour and
purchasing decision making aspect of customers. Advertisement is the main extrinsic factors
that closely influence the decision making aspect of customers. It helps organization to achieve
strong competitive position, larger revenue and good reputation in the market. From the data
analysis, it has been analyzed that Apple provided quality products to the consumer that enable
the business to gain strong position and become a leader in the industry. Moreover, majority of
the participants had agreed that technological advancement is the main factor that enables Apple
to build a distinctive position in the market and enable the firm to compete effectively in the
market.

ACKNOWLEDGEMENT
I would like to thank my guide as they have provided me good knowledge and effective
support for conducting study in an appropriate manner. I would like to express my thanks to
friends, colleagues as well as family members. Moreover, they have guided me at every step of
thesis. Through their support I was able to accomplish my dissertation in the best possible
manner. In the series I would also like to state special thanks to my team members who have
assisted in collecting data and in analyzing it further.

Table of Contents
Table of Contents.............................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................4
Background of the study..............................................................................................................4
Rationale of the study..................................................................................................................5
1.3 Research aims and objectives................................................................................................6
1.4 Research questions.................................................................................................................6
1.5 Significance and scope of the study.......................................................................................7
1.6 Structure of dissertation.........................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................9
Theme 1: Meaning and types of branding strategies...................................................................9
Theme 2: Significance of branding strategies to the organization............................................12
Theme 3: Customer buying behavior and decision making......................................................14
Theme 4: Impact of branding strategies on customer buying behavior.....................................15
LITERATURE GAP......................................................................................................................17
Conceptual Framework..................................................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................19
3.1 Introduction.........................................................................................................................19
3.2 Research type.......................................................................................................................19
3.2 Research approach..............................................................................................................20
3.3 Research philosophy............................................................................................................21
3.4 Research design...................................................................................................................21
3.5 Data collection.....................................................................................................................22
3.6 Sampling..............................................................................................................................23
3.7 Data analysis........................................................................................................................24

3.9 Ethical consideration..........................................................................................................25
3.10 Reliability and validity......................................................................................................26
3.11 Research limitations...........................................................................................................27
CHAPTER 4: DATA ANALYSIS AMND FINDINGS...............................................................29
CHAPTER 5: CONSLUSION AND RECOMMENDATIONS...................................................48
REFERENCES..........................................................................................................................54

CHAPTER 1: INTRODUCTION
Tile: Impact of branding strategy on customer buying behavior: A study on Apple
Background of the study
In the globalized economy, most of the companies’ desires to expand their operations
worldwide, however, differences in people needs and wants makes it essential for the
establishments to analyze their market requirement first and determine the factors which may
drive success to the organization. In the 21st century, a significant shift and changes can be seen
in the marketing strategies of the firm as now-a-days, commercial organization pay extensive
focus towards their advertisement, marketing and promotional policies to become highly
competitive and sustainable (Treen and et.al., 2016). With the dynamic and suddenly changing
external environment, it became inevitable and important decisions of the organization to retain
competiveness and get rid of turbulent marketing conditions. Now-a-days, the success of the
company greatly depends upon how effectively it gathers and analyzes enough set of information
about their market in which it transacts and operates. Marketers need to research and investigate
about user requirements, desires, buying preferences and purchasing habits as well. In order to
ensure sustainability and better survival, business units are greatly interested in creating and
building strong branding position, so that, long-lasting relationships can be maintained with the
final users. In this respect, firms inject enough time and resources to study the sociological and
behavioural aspects so as to get deeper insight towards buying pattern of the consumers (Patha
and Lim, 2016).
With the changing period, branding has emerged as vital and key elements of
corporation’s marketing strategies and represents corporate reputations and image in the mind of
customers. In order to build a good reputation and image, companies often employ various
branding theories, concepts and strategies, so that, a unique preposition can be developed in
customers to build loyalty and competitive strengthening (Hayran and Gürhan-Canli, 2016).
With the shift and movement in marketing paradigm, business units give high focus towards
marketing research so as to underpinning the key variables that affect buyer’s decisions such as
attitude, preferences, perception, cognition, learning, spending pattern, likes and dislikes & so
on. In the competitive market, it becomes important for the marketers to determine that what

consumer expects and what are the unsatisfied need and wants, how they make purchase
decisions and prefer a particular brand over others and so on (Gürhan-Canli, Hayran and Sarial-
Abi, 2016). With this, they will be able to set appropriate plans and policies like production,
goods quality, pricing policies, logistic supply, designing, packaging and labeling to drive
success. Supply of desired quality goods exactly in which it user expects leads to strongly satisfy
their requirement, boost sales, maximize repetitive buying and make them loyal towards specific
brand (Olbrich, Jansen and Hundt, 2017).
Apple Inc. is an American public limited company traded on NASDAQ and founded by
Steve Jobs in the year 1976. Headquarter of the business is established in California, US and
operates in consumer electronics industry. It is the leading supplier and distributor of latest
technological products and devices around the globe. It has an superb goods portfolio comprising
variety of items such as iPod, iPhone, Operating System, TV, iPad, Watch and many others. It
transacts and delivers its services in number of countries such as UK, US, Canada, Spain,
Germany, Hong Kong, Sweden, Brazil, Switzerland, China & others. Its Operational
management (OM) policies such as quality management, better design, process & capacity
development, layout designing, supply chain management (SCM) and others are the main
reasons behind the success of the business.
The target of the present thesis is to determine various branding strategies and concepts
that are being available to Apple Inc to influence audiences positively. The report will also
critically examine that how branding ways will enable managers to strengthen competitive
position & promote success to the firm. Along with this, the dissertation will also analyze the
usefulness of branding theories and concepts in the context of Apple Inc to affect buying
preferences and purchasing decisions of the people positively to satisfy them, build loyalty and
create superb corporate image.
Rationale of the study
In the current complex and competitive corporate world, though many companies have
excellent and superior quality product portfolio and able to deliver better products and/or
services to the customers, but still, they fails and unable to survive and gain competitive edge
just due to poor branding operations. However, in the current era, only that company can run
operational activities successfully and ensure stability that have excellent competitive strength, in

such regards, strong & well-established brands have full potential and capacity to generate loyal
customers and retain them for a longer duration (Khan and et.al., 2016). It will eventually leads
to maximize business sales, net return, market share and drive competitive benefits also. Further,
in the turbulent era, corporations face significant number of challenges to manage their brand,
henceforth; the report will bring attention of the readers towards critical evaluation of the
branding policies along with its impact towards buyer’s decisions. With this, marketers will be
able to make smarter choices and selection to combat threatening and challenges and assure
success (Haffar and et.al., 2016).
1.3 Research aims and objectives
Aim the present study is to analyze the influence of branding strategy on the buying
behavior and decision making aspect of customers. In accordance with such aim following
objectives have been drafted are as follows:
 To identify the various types of branding strategies.
 To assess the significance of branding strategy in the context of Apple.
 To evaluate the impact of branding strategies on buying behavior and decision making
aspect of customers.
 To recommend effective strategies to Apple for making improvement in business position
and performance.
1.4 Research questions
Q.1 Which kinds of branding strategies can be used by Apple to strengthen its position in the
market?
Q.2. How branding strategies might be proving as a useful and successful way to achieve success
in the competitive market place?
Q.3 How various types of branding strategies influence people behavior and their purchasing
decisions?
Q.4. What are the best theories and approaches available to Apple to develop an excellent
branding policies for the performance enhancement?

1.5 Significance and scope of the study
Research topic and its outcome are highly significant for the firms which lay more
emphasis on employing branding strategies. In the present era, each and every company employ
branding strategy with the aim to develop awareness among the customers about the products or
services offered by it (Haffar and et.al., 2016). Hence, in this, such thesis will help Apple and
other companies in understanding the extent to which branding strategies and framework has
high level of impact on the buying behavior of customers. In this way, such study will help
companies in developing highly competent and strategic framework.
Further, other scholars can also use such study to develop understanding about branding
strategies and its impact on purchasing decision of customers. Thus, by gaining deeper insight
about such aspects scholar can develop suitable hypothesis for future study. Further, by
evaluating the outcomes of such study scholar can identify suitable research topic for future
study. In addition to this, new entrants can also undertake such study for getting information
about the market trend and consumer behavior. In this way, by taking into consideration all such
aspects new player can enter in the market with highly competent framework. This in turn helps
entrepreneur in attaining success in new market to the significant level.
1.6 Structure of dissertation
Chapter 1: Introduction
Introductory chapter of dissertation presents the aim and objectives in accordance with
the research issue or problem. Besides this, researcher also mentions significance, rationale and
background of the study by considering the research issue and aim.
Chapter 2: Literature review
In the second chapter, scholar will evaluate several academic sources with the aim to gain
deeper insight about the extent to which branding strategies influence buying behavior of
customers. In this way, brief thesis will be prepared by scholar by considering books, journals
and articles which are related to it.
Chapter 3: Research methodology

This chapter of chapter of dissertation clearly presents the tools and techniques which
have been employed by scholar during the whole study. Further, in this, research makes selection
of suitable research approach, philosophy, data collection and analysis by taking into
consideration the issue which is going to be investigated.
Chapter 4: Data analysis and findings
Such chapter of thesis is highly significant which clearly presents the findings of study
in a highly structured manner. In this, researcher makes analysis of gathered data set by taking
into account the technique which is identified in the methodology section. Along with this,
researcher also presents graphs on the basis of findings which in turn facilitate better
understanding about outcome of research issue.
Chapter 5: Conclusion and recommendations
In the fifth chapter of dissertation, researcher concludes all the findings according to the
aims and objectives. Further, researcher will also recommend suitable ways to Apple which in
turn helps it in enhancing and strengthening brand image.

CHAPTER 2: LITERATURE REVIEW
Theme 1: Meaning and types of branding strategies
According to the views of Govers and Go (2016) branding may be defined as strategy
which lays high level of emphasis of creative unique name or image of brand in the mind of
customers. Hence, main aim of business unit behind unit branding strategies is to build strong
presence in the market and thereby attract large number of customers. Branding enables
customer to take suitable decision by differentiating the products or services from others. In this
way, by using branding strategies effectual differentiation can be developed by the firm which in
turn helps them in attracting and retaining the large number of customers. Okonkwo (2016)
presented branding as a process of establishing an effectual image of company and its product in
the eyes of customers. In the present time, each and every sector whether it is retail or other
facing stiff competition which in turn have direct impact on the productivity aspect of firm. In
this, by developing a specific name, logo etc, business unit can develop effectual image in mind
of customers. In this way, branding gives unique identity to the product and thereby helps in
build or sustains competitive edge over others.
However, on the critical note, Neill, Holcomb and Lusk (2016) said that for developing
brand business unit has to make high level of investment. This in turn closely influences the
financial and liquidity position or aspect of firm. Further, branding also creates negative image in
mind of customers if company fails to meet the target and expectation level of customers. The
rationale behind this, usually company prefers to sell products from their existing brand name
once it attain in success in the market. In this regard, if one product of business organization fails
to meet the expectation level of customers then it negatively impacts its brand image or position
in the market. On the other side, Punjaisri and Wilson (2017) said that branding offers high level
of benefit to the business organization in terms of customer loyalty and enhancement of
goodwill. Moreover, branding strategy distinguishes one product from another to the significant
level. For instance: logo of Apple differentiates its product from the electronic gazettes which are
offered by other companies. Hence, logo helps customers in identifying the products more
effectively and efficiently. Along with this, now customers prefer to purchase products or
services from the retailer which maintains high quality of the product. On the basis of this, by

meeting the expectation level of customers company can generate loyalty of customers towards
the brand. In this way, branding helps in maintaining and enhancing organization’s goodwill to
the significant level.
In accordance with the views of Nguyen, Hemsley-Brown and Melewar (2016) there are
several aspects or bases which can be undertaken by business organization for positioned it as
brand. It includes company name, individual branding, brand extension and dilution etc. Hence,
Papadopoulos, Hamzaoui-Essoussi and El Banna (2016) presented that by using the name of an
organization company can build distinct identity among customer group. In the present times,
there are several companies which prefer to do branding on the basis of their company’s name.
For instance: Vehicle companies place emphasis on branding on the basis of their company’s
name. Mercedez Benz is one of the leading business organizations which offer automobiles in
accordance with existing brand name. This branding strategy is highly effectual which in turn
enables firm to build strong present in mind of target market.
However, it is to be critically evaluated by Keller, Dekimpe and Geyskens (2016) that
sometimes such branding strategy negatively affects the position and performance of firm. For
instance: If one automobile of Mercedes fails to meet customer’s expectation then it negatively
impacts the customer satisfaction and loyalty towards the whole brand. In this context, stated
that by adopting individual branding strategies company can get desired level of outcome or
success. On the basis of this aspect, business unit needs to give unique or innovative name to
each product. Such branding strategy offers high level of flexibility to the business organization.
Such branding strategy enables firm to develop high level of satisfaction among customers
without influencing their perception. Moreover, with the aim to fulfill the needs and demand of
catered market organizations offer all kind of products which differs in terms of quality as well
as price. For example: Tang and Kool-aid both the products are manufactured and offered by
Kraft foods. This aspect shows that business unit has positioned its products by giving different
names.
Further, Lado and et.al., (2016) mentioned in their study that attitude and iconic branding
strategies are highly effective which in turn helps company in gaining competitive edge over
others. Moreover, now significant changes have taken place in the attitude and expectation level
of customers. Now, people place emphasis on using the products which reflects their high living

standards and lifestyle within the society. Hence, through the means of attitude branding
companies place emphasis on developing emotional association with customers. For instance:
Nike, Apple etc. are the leading brands which makes use of attitude branding strategy to achieve
success in the highly competitive business environment. Nike offers high quality products to the
customers such as shoes, clothes etc. Hence, such brand has more worth in the eye of customers
as compared to other products which are offered by it. Moreover, Swish logo presents healthy,
athletic and independent lifestyle. In this way, brand clearly presents the identity and lifestyle in
front of others. Along with this, other major brands such as Apple also undertake such strategy
and thereby contribute in the lifestyle of individuals. On the critical note, Truong and et.al.,
(2017) stated that attitude branding strategies also place negative impact on customer decision
making aspect. The reason behind this, middle income group people perceive attitude branding
products as highly costly. In this way, such branding strategy influences customer base in a
negative manner. Moreover, by focusing on only high income group people company cannot
enhance its customer base and thereby profitability to a great level.
As per the view points of Woisetschläger (2016) there are several companies which makes
use of branding strategy. Hence, such no branding strategy enables company to develop effective
image in the mind of customers by placing emphasis attractive packaging and simplicity aspect.
In contrast to this, Gonzalez-Jimenez, Fastoso and Fukukawa (2016) presented that ‘no branding
strategy’ does not help customers in differentiating the products or services of different retailers.
Moreover, branding helps customers in identifying specific product out of several. Thus, by
considering such aspect it can be said that branding is necessary for attracting the large number
of customers. Further, Robert and Baikov (2016) found that derived brand is another most
effective strategy which in turn helps in attaining success in the highly strategic business
environment. For instance: Intel has developed its image in PC market on the basis of slogan and
stickers. Thus, by taking into consideration such aspect it can be said that by framing highly
effectual slogan company can attract large number of customers towards the products or services
offered by it.
Along with this, Govers and Go (2016) identified that brand extension and dilution is highly
effectual strategy which in turn enables firm to get success in the new market. In the present
times, there are several fashion retailer and designer who offer shoes and other accessories to the

customers. Thus, by taking into consideration such aspect it can be said that retailer can attain
success in the existing market by using such strategy. On the other hand, Okonkwo (2016)
argued that over-extension of brand has negative impact on brand image, market share and
profitability aspect. Hence, in this context, by employing multi-brand strategy companies can
enhance its goodwill to the large extent. Moreover, companies which make use of such strategy
provide customers with totally different products in comparison to the competition. Under this,
business unit makes use of its existing brand name which in turn enables them to entice the
decision making aspect of customers more effectually. For instance: P&G is one of the main
organizations which make use of such strategy. Such company offers ten detergents to the
customers by launching new brands in the market. However, claimed that cannibalization is one
of the main issues which are associated with multi-brand strategy. Moreover, new brand takes
away business organization from the existing one. Hence, due to such aspect sales revenue and
profit margin of firm is affected in the negative direction.
By doing investigation, Neill, Holcomb and Lusk (2016) assessed that by using private
labels retail business organization can fulfill its aims and objectives. Such strategy is highly
successful when company has developed its unique identity in the market as compared to other
strongest brand. For instance: Tesco offers several retail products and services to the customers
from its own label. Tesco has attained high level of financial and non-financial benefits by
undertaking such branding strategy. Moreover, business unit has built its competitive position at
marketplace by offering high quality product to the customers at affordable prices. In this way,
such branding strategy has enables firm to attain success over the leading or competitive brand.
Hence, by selecting suitable branding strategy companies can build their identity at marketplace.
Theme 2: Significance of branding strategies to the organization
On the basis of the views of Punjaisri and Wilson (2017) branding strategy leads
organizational growth and success to the significant. Branding strategies are highly significant
which in turn enables firm to gain competitive edge over others. In the present times, each and
every organization whether they are profit and non-profit making compete with each other for
resources, competent personnel and targeted audience. In this, branding assists business
organization in promoting recognition. For instance: Customers of Apple can easily recognize
the product on the basis of logo. Thus, branding provides customers with high level of ease in

recognizing the product when they make decision about purchase. However, Nguyen, Hemsley-
Brown and Melewar (2016) argued that customers perceive branding products as more costly
than others. By considering such aspect, it can be said that there are several customers who are
not willing to pay higher for branded goods and services.
By doing investigation, Papadopoulos, Hamzaoui-Essoussi and El Banna (2016) have
identified that both branding and customer awareness is highly associated with each other.
Hence, by employing branding strategies company can develop awareness among the large
customers about the products or services offered by it. Hence, by keeping in mind the aspects of
branding or identical basis customers can assess suitable product out of several. For instance:
Coca-Cola has positioned itself on the basis of red color bottle with standard size. In this,
customers can also identify Coca-cola on the basis of its red color bottle and size. On the other
side, Keller, Dekimpe and Geyskens (2016) argued that there are several brands which have
developed unique identity in the mind of customers. For instance: In UK, people demand for
coke when they visit to the restaurant. In this, order for coke does not mean that customers
demand for coca-cola. It means that customers want to take any kind of soda. In this way, such
aspect highly affects aim and objectives of branding. Moreover, one of the main of branding is to
set an standard rather than become the generic term of a line of products. ‘
Lado and et.al., (2016) depicted that branding strategies are highly important for the
business organization which in turn helps it in enhancing the profitability aspect to a great extent.
Moreover, brand offers psychological satisfaction to the customers. Usually, customers think that
costly products have better quality and features. On the basis of such aspect, they are ready to
high for the branded products and services. Hence, by evolving high level of satisfaction among
the customers through the means of branding company can maximize both productivity and
profitability to a great extent. However, Truong and et.al., (2017) argued that if product or
services offered by business organization experiences a negative event then it closely influences
the brand position or image. Moreover, unintentional and offensive brand campaign negatively
impacts the brand image of firm. Such aspect also places negative impact on growth,
productivity as well as profitability of firm. In this situation, business unit is required to
recapture its place in the market by building whole new image or identity.

Woisetschläger (2016) entails that branding strategies provide high level of assistance
to the business organization to set different identity apart from the competitors. Branding
strategy is the one which differentiates company’s offering from crowd. Moreover, for attaining
success at both national and global level company is required to build its distinct identity on the
basis of product features and logo. In addition to this, branding also enables firm to communicate
their innovativeness and business idea or concept to others. In this way, branding helps company
in developing clarity in mind of customers. Further, by communicating values to the customers
through the means of branding strategies company can build and maintain effectual customer
base. In this way, branding offers high level of growth and development opportunity to the
business organization. Further, such strategies also directly aid in the productivity as well as
profitability of firm.
Theme 3: Customer buying behavior and decision making
Thesis presented by Gürhan-Canli, Hayran and Sarial-Abi (2016) reveals that reference
and friendship group highly affects decision making aspect of customers. Now a day, people
prefer to make shopping by taking suggestions from their friends and family members. On the
basis of this aspect, recommendations which are provided by reference group in relation to brand
closely influence the decision making aspect of customers. Along with this, Haffar and et.al.,
(2016) presented that social class and lifestyle influences buying behavior of customers
significantly. Moreover, with the aim to look different and unique customers place emphasis on
purchasing branded products. This aspect also shows that social class and status closely impact
decision making of individual. Pathak and Lim (2016) stated that income, occupation and
education level also affects decision making aspect of individual. Moreover, customers spend
high on luxurious products or services only when they have high disposable income. Further,
occupation also impact customer behavior to a large extent. For instance: Professionals prefer to
use branded products with the aim to maintain their status. Hence, personal factors are also the
one that highly influences customer’s decision making.
Olbrich, Jansen and Hundt (2017) entailed that decision making process of customer goes
through from five stages. All such steps include problem recognition, information search,
evaluation of alternatives, purchasing decision and post evaluation etc. On the basis of this
aspect, purchasing decision is taken by customers after making evaluation of each and every

aspect. Hence, individuals take decision in relation to purchasing only when they assess the need.
Thereafter, people searches information about the various brands or store who are able to meet
their need more effectively and efficiently. Once, information has been searched out by
individual thereafter they make evaluation of alternatives available to them. In the fourth stage,
customers take decision about purchasing of specified products or services. Hence, at the last
stage, individual makes evaluation of the extent to which they are satisfied from decision taken
by them. Moreover, there are several parameters which are undertaken by business unit while
taking decision about purchase namely price, quality, uniqueness, value for money etc. For
instance: Sports player identifies that he requires high quality and flexible shoes. Thereafter,
individual gathers information from his friends and family members about the brand of shoes. It
shows that customers take purchasing decision by considering the past experience of their
reference group. Thereafter, individual assesses the brands which offer high quality and flexible
shoes such as Reebok, Nike etc. Hence, individual has evaluated all such aspects on the basis of
price, quality, design, reliability and durability aspect. In this, individual has selected the shoes
which are offered by Nike and purchases it. At the last stage, individual has made assessment of
level to which they are satisfied from the product quality and features. Last stage of decision
making highly affects repeat purchase and loyalty aspect of customers. Moreover, customer will
prefer to purchase product of Nike in the near future if results of post-purchase evaluation are
positive and vice versa. In this way, brand loyalty of the customers is highly influenced from the
outcome of post purchase evaluation.
Theme 4: Impact of branding strategies on customer buying behavior
In accordance with the views of Khan and et.al., (2016) branding strategies have high
level of impact on the buying behaviour and purchasing decision making aspect of customers.
Author stated that perception is the major factor that has high level of impact on customer’s
decision making. Moreover, customers perceive that branded products build their unique identity
in the society. In this way, self expression is the major factors that impact buying behavior of
customers. For instance: Customers prefer to keep mobile phones of Apple which in turn reflects
their high social status. Moreover, Apple has built its identity in group of high income people.
However, Hayran and Gürhan-Canli (2016) argued that social status is not only the factors which
are considered by firm at the time of decision making. Brand quality and price is the major
intrinsic factors which are considered by customers for decision making. Moreover, now people

prefer to purchase product from the retailer which offer high quality products at affordable
prices. The rationale behind this, quality products develop high level of satisfaction among the
customers and encourage them to purchase on a repeated manner.
As per the views of Haffar and et.al., (2016), along with the intrinsic factors, external
elements also have high level of impact on customer’s decision making. Advertisement is the
main extrinsic factors that closely influence the decision making aspect of customers. Moreover,
advertisement is the tool which in turn helps in providing information to the large number of
customers about company’s offering. This in turn helps in influencing the decision making
aspect of customers and thereby assists in attaining success. For instance: Apple and Dell etc are
the major brands which practice advertising strategy with the motive to provide information to
customers about new launching. Such companies do not lay emphasis on placing advertisements
more frequently because they have strong presence in the market. However, Gürhan-Canli,
Hayran and Sarial-Abi (2016) claimed that advertisements not only the factors that impact
customer decision making. Brand loyalty is the main factors that influence decision making
aspect of customers. Customers tend to make focus on repeat purchasing once they are satisfied
from the quality, features and price of existing offerings. In addition to this, now needs, wants
and expectation of customers are getting changed with the very high pace. In this regard,
company can attain success only if it meets the expectation level of customers to the large extent.
This aspect shows that branding have high level of influence on customer’s decision making.
Along with this, Roberts and Baikov (2016) stated that association level of customers
towards the brand also has major impact on customer’s decision making. Authors distinguished
brand association by taking into consideration the three categories namely attributes, benefit and
attitude. Hence, product and non-related product attributes are highly differ from each other. In
the case of product related attributes customers consider feature at the time of decision making.
For instance: Gazettes offered by Apple contains highly advanced features and attributes which
in turn differentiates its offering from others. It shows that feature of the products are undertaken
by customers while making decision about purchase. Further, in non-product related aspects
customers considers price and service quality. For instance: Hilton is known for its offering and
pricing aspects. By considering this, it can be said that product attributes are the main aspects
that closely influence the decision making aspect of customers. On the other side, Gonzalez-

Jimenez, Fastoso and Fukukawa (2016) mentioned in their study that in the world of
globalization there are several brands which available to the customers. Along with this, with the
motive to maximize productivity and profitability as well as customer base now companies place
emphasis on offering services at global level. In this, branding helps customers in assessing the
product on the basis of its logo and features. Thus, by taking into account all such aspects it can
be said that branding impacts customers decision to a great level.
LITERATURE GAP
Literature gap has been considered as one of most critical aspect. By having an
understanding about literature gap the better outcomes can be attained through application of
secondary sources. It has been witnessed that previous study has not provided in-depth
information about significance of branding strategy. By having an effective explore about the
concept and significance of branding strategy the issues can be overcome. Another studies
literature gape was that improper information about the application of branding strategies.
Further studies were also not offering details about factors which influence the effectiveness of
branding strategies. In present study the researcher has focused on number of activities which
allows gaining better acknowledgement about branding. Models in the literature documents of
previous studies were not considered. By having an application of present study such kind of
gape can also be overcome in desired manner. Although, there are number of research studies
that have been conducted earlier to assess the impact of branding strategies, still, none of the
researcher focused their study in context to the Apple. Therefore, it is also another gap that I
have founded, hence, decided to focus on examining the impact of branding strategies on
Apple’s buying behavior. Further, previous studies focused on several approaches of branding
strategies such as iconic branding, name, innovative strategies and so on. Therefore, this study
will overcome these gap through focusing on additional strategies that can be used by Apple for
strengthen their corporate brand.

Conceptual Framework
Impact of branding strategies on the
decision making aspect of customers
Impact of
branding
strategies
Customer
decision
Process
Customer purchase decision
and loyalty
Company’s brand image
and sales
Need recognition
Searching information
Identification of
alternatives
Evaluation of alternatives
Purchasing decision making
process
Branding influences customers to purchase the products which are
offered by Apple

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology implies for the systematic and theoretical analysis of methods
which in turn helps in findings suitable solution of issue. It encompasses paradigm and
theoretical models which are undertaken by scholar for analyzing issue in an effectual way.
Hence, research methodology may be served as a process which contains wide range of
techniques from data collection to analysis. It is the systematic plan that provides high level of
assistance to the researcher in conducting whole study in a highly structured way. In research
methodology section, researcher identifies and mentions approaches, philosophies, data
collection and analysis methods which are highly appropriate for the study (Mackey and Gass,
2015). It is the one of the main sections or parts of the study on which effectiveness and outcome
of the study depends. The rationale behind this, research methods and tools are key which in turn
provides direction to the scholar about the manner in which data needs to gathered and analyzed.
Hence, in this, several tools and techniques which have been employed by scholar to assess the
impact of branding strategy of the customer behavior of Apple.
3.2 Research type
Research type can be distinguished into two types such as qualitative and quantitative
which researcher is required to select for carry out study more effectually. Researcher needs to
take care while making selection of research type. Moreover, choice of research philosophy,
approach, data collection and analysis is highly influenced from the nature as well as type of
investigation carried out. Hence, investigator needs to make focus on selecting suitable type of
study by making in-depth evaluation of research topic or area. Qualitative investigation provides
deeper insight about the problem or issue as well as underlying reasons and opinions. Hence,
qualitative investigation proves to be fruitful only when sample size is small (Mackey and Gass,
2015). Such investigation type provides a sound base for further decision making and helps in
drawing suitable hypothesis for the near future. In accordance with such type, unstructured or
semi-structured techniques are used by the scholar for data collection. Further, in this, non-
statistical techniques are used by the researcher for data analysis aspect.
On the other side, quantitative research offers suitable and reliable solution only when
numeric facts and figures are analyzed. The main objectives of researcher behind conducting

such investigation are to generalize results from sample to the population of interest. In
quantitative research or study, highly structured techniques are employed by the scholar for the
purpose of data collection (Panneerselvam, 2014). This technique of research helps in drawing
suitable conclusion by testing the hypothesis. In this, qualitative research type has been selected
by the scholar to evaluate the impact which branding strategies have on the buying behavior of
customers. Thus, by considering such type researcher has analyzed underlying reasons and
opinions that entice the decision making aspect of customers.
3.2 Research approach
Research approaches can be divided into three parts such as inductive, deductive and
abduction. Such approaches of the research study are highly significant which in turn provides
deeper insight to the scholar about the manner in which he needs to address or resolve the issue.
Hence, inductive and deductive approaches are highly varied according to the type of
investigation undertaken.
Inductive approach: In inductive approach, known premises or observations are used to
assess untested conclusion. Along with this, under this approach, generalization moves from
specific to the general aspects (Blumberg, Cooper and Schindler, 2014. In other words, in
inductive approach scholar identifies solution after making in-depth evaluation of observation or
specific pattern. In this, data is gathered and used by scholar to explore a phenomenon more
effectively. This approach of research offers effectual solution when qualitative investigation is
undertaken by the scholar.
Deductive approach: Under deductive approach, scholar makes assessment of the
hypothesis by taking into consideration the existing framework. In this, generalization of theory
is from general to specific. Hence, by testing the hypothesis, researcher presents solution of the
issue which is going to be investigated (Adhariani, Sciulli and Clift, 2017). In this, data is
collected by the scholar to evaluate specific propositions and hypothesis. Deductive approach is
highly concerned with the verification of theory. Thus, such approach offers highly reliable
solution when quantitative investigation is conducted by the researcher.
Methodology used: In order to evaluate the impact of branding strategies on the buying behavior
and purchasing decision making aspect of customers of Apple inductive approach has been

selected by scholar. Approach which has been selected by scholar is highly appropriate
according to the type of investigation undertaken such as qualitative. In this, scholar has
constructed new theoretical aspects by exploring, observing and analyzing the phenomena that
are highly related to the branding strategies and customers buying behavior.
3.3 Research philosophy
Research philosophy provides deeper insight about the manner in which data will be
gathered, evaluated and analyzed the scholar. Philosophies of the research can be interpretivism
and positivism which in turn highly influenced from the type of investigation carried out.
Moreover, both such philosophies are highly affected from qualitative and quantitative type.
Along with this, research philosophies also help in formulating suitable belief and assumptions.
Positivism philosophy gives suitable solution when researcher makes analysis of quantitative
figures (Kumar and Phrommathed, 2005). However, researcher can also use such philosophy to
assess the qualitative facts. Along with this, researcher can also evaluate data gathered from
large sample in an effectual way by taking into account the positivism philosophy. In addition to
this, according to such technique scholar needs to gather data from highly structured technique
which in turn helps in presenting the fair view of study.
Besides this, interpretivism is another main philosophy that can be used by researcher
for extracting suitable information from qualitative data set. Such philosophy helps in analyzing
the views of sample in more depth. On the basis of interpretivism philosophy, researcher
interprets or analyzes the views of respondents by considering the existing theoretical
framework. In this way, such philosophy helps in understanding the difference between human
role and social factors (Glesne, 2015). Hence, by keeping in mind all such aspects it can be said
that interpretivism philosophy has been selected by the scholar. By undertaking this, researcher
has assessed the level to which branding strategies and other factors influence decision making
aspect of the customers of Apple. In this regard, by interpreting the reviews of respondents in
accordance with existing framework or theories outcome has been presented by the scholar.
3.4 Research design
Research design refers to the several tools and techniques which can be employed by
scholar for assessing the suitable solution or issue or problem. There are several research designs
which can be used by scholar to address the problem or issue in the best possible manner. Types

of research design include descriptive, causal, experimental, and semi-experimental etc.
Exploratory study may be defined as the one which places high level of emphasis on exploring
the research issue or purpose. Thus, one of the main aims of exploratory research is to find and
develop a new hypothesis through the means of survey and secondary data sources. Hence, by
making evaluation of books, journals and scholarly articles scholar can present the fair view of
study.
However, under the case study method scholar makes in-depth evaluation of specific incident
or problem. Hence, in this, researcher makes effort in relation to finding the causes which in turn
assists in evaluating the results of specific incident or phenomenon which is going to be
investigated. In causal study, researcher makes efforts in relation to determining the relationship
between cause of problem and its effect on result. Experimental design can also be divided into
two types such as formal and informal. By taking into consideration all the above mentioned
aspects, exploratory research design has been selected by scholar. In accordance with such
design, by diagnosing the problem or issue such as impact of branding strategies on customer
decision making researcher is in position to present the suitable view of study.
3.5 Data collection
In order to conduct researcher in an effectual way research is required to gather suitable
data. Hence, there are mainly two types of data such as primary and secondary which can be
gathered by scholar to conduct investigation in the best possible manner. Primary data sources
include interview, focus group, observation, survey etc. Such sources help researcher in gather
data according to research issue as well as aims and objectives. Primary data is highly effectual
which provides assistance to the researcher in finding suitable solution of issue (Simonsohn,
Nelson and Simmons, 2017). Moreover, it assists in collecting highly specific data which in turn
helps in finding suitable solution of issue. On the other side, secondary data may be defined as
one which has already been gathered and published by scholar. Now, there are several
researchers who present the outcome their study to the general public at large. In this regard, by
making use of books, journals and scholarly articles researcher can gather secondary data.
In the present research, data has been gathered by the researcher from both primary and
secondary sources. To analyze the extent to which branding strategies have impact on buying
behavior and decision making aspect of customers of Apple survey has been conducted by

scholar to gather primary data (Kothari, 2004). The rationale behind the selection of such method
is that it directly helps in evaluating and generating information about the mindset of personnel.
By considering such aspect scholar has taken decision in relation to doing survey on 30
customers of Apple. Along with this, secondary data has also been collected by researcher
through the means of books, journals and scholarly articles which are highly related to the
branding strategies. Hence, for developing better understanding about the aspect customer
behavior, model and decision making process research paper and articles have been studies by
the researcher. Along with this, government reports also have been analyzed by the researcher to
get information about the manner in which branding strategies influence the decision making
aspect of customers.
3.6 Sampling
Sample represents the sub-set of whole population who possess similar characteristics.
Researcher places high level of emphasis on the selection of suitable sample with the aim to gain
several benefits such as saving of time and monetary resources. Along with this, researcher
becomes able to get quick response when study is conducted on small sample who having
characteristics of population (Kumar and Phrommathed, 2005). Probabilistic and non-
probabilistic are the main two types of sampling technique which can be used by the researcher
to determine suitable sample for the study. Probabilistic sampling technique implies for the one
in which each element gets similar chance or having probability of selection. Such technique of
sample selection is highly effectual which in turn helps in deriving solution in unbiased way.
Simple random, strata cluster and systematic etc. are the main probabilistic techniques which
are used by the researcher to select sample. On the basis of such techniques, samples are
randomly selected by the researcher randomly. In contrast to this, under non-probabilistic
technique researcher selects sample according to convenience and purpose of study. Under such
technique, there is the probability of getting unbiased results because in this researcher selects
sample according to his convenience (Silverman, 2016). Convenience, snow ball, purposive etc.
are the main non-probabilistic sampling techniques which in turn assist in conducting study more
effectively and efficiently.
With the motive to assess suitable solution of issue 30 customers of Apple have been
selected by scholar by considering the simple random technique. Such method has been

undertaken by the researcher to avoid any kind of biasness in the outcome. Hence, out of
population 30 people have randomly been selected by the researcher to assess the level to which
branding aspect affect their decision making (Adhariani, Sciulli and Clift, 2017). Moreover,
customers who purchase the product of Apple have better idea about the factors do to which they
prefer to purchase branded products and services. In this, by reviewing the views of customers
researcher can assess the impact of branding on the decision making aspect of customers.
3.7 Data analysis
Data analysis may be defined as a process which is highly concerned with making
systematic evaluation of gathered data. Hence, researcher plays a vital role in assess suitable
outcome of issue by taking into consideration both statistical and non-statically tools. In other
words, data analysis is the process which is associated with the illustration, condense, recap and
evaluation of gathered information. Hence, data analysis process highly varies in accordance
with the type of investigation undertaken. Moreover, collection of data and development of
hypothesis is highly influenced from the type or nature of study. To determine suitable outcome
from quantitative data set SPSS tools are usually undertaken by the scholar. Hence, there are
several SPSS techniques such as chi-square, T-test, Z-test, correlation, descriptive statistics,
ANOVA etc which can be used by researcher to present fair solution of issue (Panneerselvam,
2014 ). All such tolls and techniques are highly effectual which in turn provides assistance to the
scholar in testing the hypothesis more effectively and efficiently. In this way, by employing such
techniques quantitative data can be evaluated or analyzed by the researcher more effectively and
efficiently.
On the other side, thematic perception test technique is used by the researcher to
analyze and determine outcome from qualitative facts as well as figures. This technique of data
analysis helps in assessing underlying reasons or opinions related to issue in the best possible
way. Hence, by developing several themes according to the questionnaire researcher makes
analysis of data. In this, researcher supports the findings of respondents through the means of
secondary data findings. In this, researcher has taken decision in relation to conducting
qualitative investigation (Blumberg, Cooper and Schindler, 2014). By considering such aspect
scholar has selected thematic analysis technique to analyze the views provided by the customers
of Apple. In this, outcome has been presented by the researcher in relation to the impact of

branding strategy on the purchasing behavior of customers through the means of literature
review findings.
3.9 Ethical consideration
There are several ethical aspects which have been followed by the researcher to enhance
the effectiveness of study and its outcome. Hence, researcher has taken prior permission from
customers before initiating survey. Moreover, ethical aspects show that researcher needs to
approach to the customers first and ask the whether they are interested to take part in survey or
not. Moreover, not all the customers have interest to take part in survey. Along with this, interest
level of customers also has high level of impact on survey in terms of filling questionnaire
appropriately. Hence, by keeping all such aspects in mind researcher has sent questionnaire to
the respondents by taking permission from them. Along with this, there are several customers
who do not like to disclose their identity in front of others and responses provided by them.
Hence, by considering such aspect researcher has made use of highly advanced tools which in
turn helps in maintaining high level of confidentiality served by them.
In addition to this, prior permission aspect shows that researcher has not compelled
respondents in relation to filling the questionnaire. Further researcher encouraged customers of
Apple to give suitable and appropriate responses without any kind of biasness. Besides this, all
the sources have properly been cited by the scholar. It shows that all the content has properly
rephrased by the scholar rather than copied. Moreover, plagiarism is considered as crime in the
field of research. Thus, to avoid such aspect researcher has conducted literature and thereby
present findings in own language according to the level of understanding. It shows that findings
are highly appropriate and analyzed in the best possible way. Thus, all the above mentioned
aspects clearly show that ethical aspects have been followed by the scholar to a great extent.

3.10 Reliability and validity
Researcher also needs to lay high level of emphasis on enhancing the reliability and
validity aspect of study. Moreover, both are the main factors which increase the effectiveness of
study and its output to a great extent. Factors which have been undertaken by scholar for
ensuring the feature or reliability and validity in the study are as follows:
Data collection from authentic sources or websites: To gather highly suitable and appropriate
data authentic websites have been visited by the researcher. Moreover, accuracy and reliability of
data sources are highly required to evaluate the issue in right direction. In the present study, data
about branding strategies, customer decision making and purchasing behavior have been
gathered by the researcher through the means of books, journals, scholarly articles etc. In this,
authentic sources which are secured through copyright have been considered by researcher. The
rationale behind this, data which is protected through specific measures are highly reliable and
valid as compared to others. In this, by collecting data from highly valid sources appropriate data
regarding branding strategies researcher has raised validity of the study.
Use of latest data sources: In the present investigation, latest data sources have been used by the
scholar to develop better understanding about branding strategies and the manner in which it
affects the decision making aspect of customers. Moreover, in the recent times, quick changes
take place in the customer’s need, want and expectation level. By considering this, data has been
gathered by the scholar from articles which are published after the period of 2010. This in turn
provides deeper insight about the factors that are considered by the customers at the time of
decision making. In this, by using such strategies researcher can provide Apple with effectual
framework about the factors that are considered by customers while making selection of
products.
No manipulation in data gathered: With the motive to maintain high level of accuracy in the
results no manipulation has been made in the data gathered from varied sources. Scholar has
presented the findings of study in an appropriate manner. Hence, researcher has rephrased data
or each and every aspect in an effectual way which entails that all the data has been rephrased in
a proper manner. It shows that findings which are presented by the scholar is new in nature and
thereby enhances the effectiveness of study.

Proper citation of websites: In this, proper citations of the sources have been made by the
scholar of the sources from which data has been collected. Moreover, in the absence of citation
content is considered as copied rather than the new one. Thus, by keeping such aspect in mind
researcher has properly cited the sources from where data regarding branding strategies,
customer buying behavior and decision making is collected. Further, articles which are
presented by other scholars on branding strategies and its impact on customer decision making
has been undertaken. Moreover, specific articles and data sources provide researcher with
suitable information which in turn helps them in analyzing issue more efficiently and effectively.
3.11 Research limitations Financial constraints: Monetary resources are the main factors that require conducting
investigation more effectively and efficiently. The reason behind, at every stage, from
data collection to analysis researcher requires enough amount of money to act in
accordance with the specific outline. Hence, for applying highly advanced tools for data
analysis such as SPSS etc business entity requires enough amounts of fund. However,
researcher has reduced the impact of such financial constraints more effectually by
undertaking the tool of thematic perception test. Moreover, in this, issue of the research is
qualitative in nature. By keeping in mind such aspect data has been evaluated or analyzed
by the scholar through the means of thematic technique.
 Limited time frame: Time is the major limitations that have high level of impact on the
significance level of study. Moreover, research and its outcome assists researcher in
gaining competitive edge over others when they are presented within the specified time
frame. Hence, with the aim to fulfill such objective specific schedule and time chart has
been prepared by the scholar. Hence, by going through all such aspects researcher has
conducted and presented study along with its outcome within the suitable time frame.
 Availability of limited data sources: This is one of the main issues that have created
difficulty in front of researcher while making collection of data. Moreover, there are
several sites which are not easily accessible. Due to such accessibility issue researcher
have faced difficulty in the collection of data. Along with this, difficulty has already been
faced by the researcher in relation to the identification of authentic data sources. In this
way, all such aspects have created difficulty in front of researcher in the collection of

suitable data. However, data has been gathered and analyzed by the scholar through the
means of highly authentic sources by conducting in-depth research or investigation.
Hence, by taking into consideration all the above mentioned aspects it can be stated that
researcher has addressed all the issues more effectually through the means of strategic
framework.

CHAPTER 4: DATA ANALYSIS AMND FINDINGS
Data analysis section is highly significant part of dissertation which clearly presents the
findings of study. Hence, data analysis may be served as a process which is concerned with the
assessment of suitable findings. In this, by employing suitable technique according to the type of
investigation undertaken researcher can present the fair view of problem. To gain understanding
about the level to which branding strategies have an impact on customer buying behavior as well
as purchasing decision thematic perception test technique has been used by the scholar. In
accordance with such technique several themes have been prepared by the researcher on the basis
of the responses provided by the customers in relation to each question. Further, views of
respondents have been analyzed or evaluated by scholar on the basis of secondary data findings.
The rationale behind this, literature review section clearly provides understanding about the
views of different authors in relation to the research topic. Hence, by considering secondary data
findings searcher has made evaluation of qualitative facts and views of respondents regarding
branding in an effectual way.
Theme 1: Customers make purchase of branded products more frequently
Particulars Views of
respondents
% of
respondents
Often 10 33%
Very often 15 50%
Rarely 3 10%
Never 2 7%
Total 30 100%

Findings: The above mentioned table presents that out of 30 people, 50% respondents
very often makes purchase of branded products. On the other side, 33% customers of Apple
often, whereas 17% people rarely makes focus on purchasing branded products. In contrast to
this, respondents which have been selected no one falls in such category who never made
purchase of branded products.
Interpretation: Graphical presentation shows that large number of Apple’s customer
prefer to make purchase of branded products. From literature review section, it has been assessed
that there are several factors which in turn encourages personnel to make purchase of branded
products and services. It includes social, cultural, personal and psychological factors which have
high level of impact on customer’s decision making. It has been identified from literature review
section that social class and status from which individual belongs have great impact on their
decision making. Along with this, income level, past experience with the product, lifestyle and
culture is the main factors that have high level of impact on customer decision making and their
buying behavior. Hence, from assessment and on the basis of secondary findings it has been
identified that customers usually make comparison of price with the quality aspect. Besides this,
past experience and status symbol are other major factors that are undertaken by the customers of
Apple while taking decision about purchase. Hence, customers who more frequently make
purchase of Apple’s products are highly rich and places more emphasis on reflecting their
lifestyles.

Further, by making evaluation of findings of various scholars it has been determined that
usually customers make decision by taking into account specific process. Such process starts
with need identification and ends with post-purchase evaluation. On the basis of this aspect,
large number of customers of Apple such as 33% primarily assesses their need and thereafter
makes effort in relation to identification of best product by searching information. For this
purpose, customers usually take suggestions from their friends and family members. Thereafter,
by making in-depth evaluation of each and every aspect customers take decision in relation to
making purchase of products or services. Further, customers also make evaluation of their
purchasing decision in terms of quality, price etc. Hence, all such aspects have been evaluated
by customers who often make purchase of products. From the output of investigation, it has been
assessed that large number of customers of Apple makes purchase of product more frequently.
On the contrary to it, 17% respondents do not make purchase of branded products more
frequently.
Theme 2: Large number of customers is loyal towards the products offered by Apple
Particulars Views of respondents % of respondents
Yes 22 73%
No 8 27%
Total 30 100%

Findings: Under this analysis, analyst asks question to customer regarding loyalty
towards Apple and brand value in market. In this process, actual position of goods and services
provided by company. Therefore, according to research, it is determine that 73% consumers have
positive attitude and perception towards product features. It represents that organization and its
product has effective reputation in global market that impacts on productivity and profitability
level of entity. Including this, various approaches and characteristics of mobile is determined that
is helpful for long term sustainability of organization worldwide. In addition to this, different
ideas are generated for implementing further business activities and effective planning procedure
in future trends. Hence, finding out actual performance and accurate position of Apple is
obtained through this determinant. It emerges product value and exact brand recognition for
Apple products.
Interpretation:- As per conducting survey, researcher determines that 22 respondents
out of 30 are loyal towards Apple products that is good for the organization. However, it is
considered that attitude and perception of customers towards mobile company is positive. It is
because of varieties of features are determined as effective brand product. Including this, there is
different qualitative services provided by company regarding features and implementing tools.
Moreover, according to market survey, it is obtained that due to variances in consumer behavior
and different tastes, there are high level of loyalty is recognized that is related to productivity and
profitability of firm. It impacts on environment of organization for brand recognition and

continuously improving service qualities for mobile features. Along with demand at large scale is
determined that represents effective market position of Apple globally. Mobile's quality features
enhance its good reputation in market and also increases its brand value worldwide.
Apart from this, remaining 8 respondents out of 30 are not loyal for Apple Company’s
brand product due to high cost of goods and services. It is critically evaluated that organization
sets high level of price for product service so all customers’ remains unable to afford cost.
Therefore, this graph is presented by analysing all angles of company and respondents' views
over product features. Hence, it is considered that Apple Company has significant and effective
value in global market according to survey recognition. However, actual branding and customer
loyalty towards mobile features is determined through this research.
Theme 3: Lifestyle as well as social and friendship group has high level of influence on
customer’s decision making
Particulars Views of respondents % of respondents
Lifestyle 9 30%
Status 5 17%
Income 7 23%
Social and friendship group 9 30%
Total 30 100%

Findings: Above mentioned chart presents that 30% respondents said that social and friendship
grop has high level of impact on their decision making. In contrast to this, 47% customers of
Apple presented that status and lifestyle is one of the main elements that is considered by
customers at the time of decision making. On the other side, 23% people entail that eaning and
level of disposable income has high level of impact on customers decision making.
Interpretation and analysis: Thesis prepared from secondary data investigation clearly presents
that now significant changes have taken place in the lifestyle or living standard of people. Now,
people place emphasis on status aspect while taking decision in relation to the purchasing of
products or services. This aspect can be supported from literature review section which clearly
entails that now people carry products which reflect their lifestyle and thereby build distinct
image in the society. Customers of Apple make focus on purchasing laptop, mobile phones etc.
which are offered by it with the aim to reflect their high living standard. Findings of Haffar and
et.al., 2016 presented in literature review section calerly entails brand symbol helps in
identifying the product of specific business unitn more effectively. In this, logo of Apple enables
customer to show their high lifestyle or living standard. Moreover, people who carry phones and
other gazettes of Apple are considered as high income group. This aspect shows that perception
level of customers toward Apple is very high in terms of quality, brand, price etc.
On the other hand, purchasing power and decision making aspect of customers are also
highly influenced from their income level. The reason behind this, disposable income is the

major factors that enables business entity to develop highly suitable and competent plan. From
the evaluation of secondary data, it has been identified that customers prefer to spend high on
luxurious products when their disposable income is high. Hence, it is one of the main reasons
due to which large number of people said that they consider income level or aspect while take
decision about investing money in mobile phones, laptops etc. Thus, such aspect also has major
impact on the decision making aspect of customers.
On the other side, social and friendship are other main aspects that have great impact on
customers’ decision in relation to purchase. Moreover, now before purchasing products
individuals take suggestion from their friends. By analyzing qualitative facts and aspects it have
been assessed the if one of the best friends of individual have phone of Apple company then he
will also recommend such gazette to others. Besides this, people also make discussion with their
family members while including in purchasing of highly expensive products. Thus, it can be
stated that recommendations which are provided by the friends and family members have high
level of impact on customers decision in relation to purchase. Thus, Apple needs to keep in
mind all such aspects while taking decision about purchase.
Theme 4: Brand identity and imager is highly significant for customers
Particulars Views of respondents % of respondents
Yes 25 83%
No 5 17%
Total 30 100%

Interpretation: As per the above analysis, it can be interpreted that brand identity is
considered as one of most critical aspect for every business firm. If business firm is not having
appropriate brand recognistion then it will impact the overall outcome in diverse manner. By
having an improvement in brand recognition the issues can be overcome effectively so that long
term sustainability can be advanced. It has been noticed that out of 30 respondents the 25 of them
has stated that brand identity and image is significant to consider. It is because it allows
attracting customers and leading business to impressive level of success.
By having an effective understanding of brand image number of customers buys
products and services. In addition to this, usually company prefers to sell products from their
existing brand name once it attain in success in the market. In this regard, if one product of
business organization fails to meet the expectation level of customers then it negatively impacts
its brand image or position in the market. in addition to this, branding offers high level of benefit
to the business organization in terms of customer loyalty and enhancement of goodwill.
Moreover, branding strategy distinguishes one product from another to the significant level. On
the other side, only 5 of them has stated that brand identity is not one of signioficant factor for
organisations. It means awareness about brand image need to be improved so that long term
sustainability can be advanced effectively. Along with this, diffrenttiation in logo and tag line is
also beneficial to consider. With an assistance of this, key measures can be advanced effectively
in order to meet key goals and objectives so that long term sustainability can be advanced.
Hence, logo helps customers in identifying the products more effectively and efficiently. Along

with this, now customers prefer to purchase products or services from the retailer which
maintains high quality of the product. It allows to advance brand recognisation and helps in
meeting objectives.
Theme 5: Quality level or aspect of branded products is very high
Particulars Views of respondents % of respondents
Yes 26 86%
No 4 14%
Total 30 100%
On the basis of above investigation, it can be stated that majority of individuals believe
that branded products offer high quality. It means by having an focus on quality of products the
issues can be overcome in desired manner. It allows attracting more and more customers and
making sure that long term sustainability can be advanced. In addition to this, it can be stated
that out of 30 respondents the 26 of them has stated that quality of branded products is high as
compared to small businesses and local brands. It means by having an improvement in quality
aspects the brand image of business can be advanced effectively. Along with this, long term
sustainability can be boosted by having advancement in product quality. It has been noticed that

if product quality is not appropriate then brand image might get affected in negative manner. In
addition to this, customer decision making highly affects repeat purchase and loyalty aspect of
customers. By having an effective consideration of product quality the business can also have
advancement in the loyalty aspect so that goals and objectives can be accomplished effectively.
In addition to this, it has been witnessed by me that only four of members has stated that
branded companies does not have appropriate quality. According to such kind of individuals
there are many brands in the market who do not offer quality products as per their pricing so that
long term sustainability can be advanced effectively. Moreover, brand loyalty of the customers is
highly influenced from the outcome of post purchase evaluation.
Theme 6: Very high prices are high charged by Apple for the products or services offered by it
Particulars Views of respondents % of respondents
High 7 23%
Very high 14 47%
Competitive 6 20%
Normal 3 10%
Lower - -
TotalDo you follow
purchasing process while
taking decision about
electronic gazettes?
Yes () 25
No () 5
30 100%

Findings: The above mentioned table depicts that 47% customers said that very high prices
are charged by Apple. On the other side, 23% respondents said that prices charged by Apple are
high as compared to others. Further, out of 100%, 20% customers said that competitive prices are
charged by Apple for unique or attractive products offered. On the contrary to this, 10% people
said that prices which are charged by Apple neither too high nor too lower. Whereas, out of 30
respondents, no one said that prices charged by Apple for electronic products are lower.
Interpretation and analysis: In this, by making evaluation of secondary data it has been
assessed that customers usually make comparison of the price with quality aspect. Customers
perceive that products which are costly having high quality. Along with this, people also have
mindset in relation that it they will carry costly products then it will positively impact their image
and lifestyle. Further, when company enjoys high level of brand identity in the market then it
charges high prices on the account of goodwill. Hence, Apple is one of the leading brand that is
enjoying high market share and customer base in the field of
Theme 7: Apple is the leading brand which comes in the personnel’s mind first while they take
decision about the purchasing of gazettes

Particulars Views of respondents % of respondents
Apple 13 43%
Samsung 6 20%
Sony 7 23%
HTC 4 13%
Total 30 100%
Column1
Mean 7.5
Standard Error 1.936492
Median 6.5
Mode #N/A
Standard Deviation 3.872983
Sample Variance 15
Kurtosis 2.355556
Skewness 1.377061
Range 9
Minimum 4

Maximum 13
Sum 30
Count 4
Findings: by analyzing the results of survey, it has been assessed that majority of the
customers such as 43% prefer to purchase the products offered by Apple. In contrast to this,
23% respondents presnted that Sony comes in their mind first while they make decision about
the purchasing of electronic items. Whereas, 20% consider Samsunfg brand and remaining
people make focus on purchasing the products of ITC. Hence, by considering the overall aspects
it can be stated that large number of customers place emphasis on purchasing products which are
introduced by Apple.
Interpretation and analysis: Outcome of primary data investigation presents that Apple brand
click in the mind of customers first when they take decision about purchase. Khan and et.al.,
(2016) clearly stated their views that branding have major impact on the decision making and
purchasing decision of customers. Moreover, brand of Apple has built its distinct image at
marketplace in terms of social status, income, attributes and advancements. Further, different
types of customers consider varied aspects while taking decsion about purchase. Moreover, some
people prefers to purchase the products with the motive to reflect their high social status. Apple
is the leading brand which has built identity in the category of high income grouop people. This
aspect shows that customers who consider Apple brand on top most priority belongs from high
income group. Along this, literature review section entailed that Apple and Dell are the major
companies who develop highly attractive or promotional campaign for providing information to
the customers about unique offering. Looking to the results of descriptive statistics, it has been
founded that median of the data set is derived to 6.5. However, majority of the respondents
above median (50%) to 13 supported Apple and replied that Apple is the leading brand that
provides the best electronic gazettes to the consumers to satisfy their expectation as per
specification.
Hence, such advertisement aspects entice the decision making aspect of customers to a
significant level. For instance: when customers plan to purchase mobile phone then

advertisement or promotional plans click in their mind first. This in turn enables them to make
comparison of features of Apple’s mobile phone with other brand. Further, when customers
want to take decision about purchasing highly advanced product then Apple brand comes in
their mind on prior basis. Hence, Apple has developed its unique identity in the mind of
customers on the basis of all such characteristics.
On the other hand, price sensitivity is another major aspects that have an impact on
customer decision making. Moreover, now due to the availability of large number of companies
customers make decision after making comparison of each aspect such as price, features etc.
Hence, by making in-depth evaluation of each and every aspect customers select the brand or
retailer. It is the main reasons due to which 23% customers support Sony. One of the
respondents said that Sony offers high quality products to the customers at affordable prices. In
addition to this, some of the respondents underatke Samsung, whereas other follows HTC. The
main causes behind this is both Samsung and HTC offers electronoic products to the customers
at affordable prices. Thus, perception towards the brand, features and income level are the
major major that influences brand identity.
Theme 8: Advancement or technology differentiates Apple from other brand
Particulars Views of
respondent
s
% of
respondents
Advancemen
t or
technology
15 50%
Customer
service
7 23.00%
Quality 8 27%
Total 30 100.00%

Column1
Mean 10
Standard Error 2.516611
Median 8
Mode #N/A
Standard Deviation 4.358899
Sample Variance 19
Kurtosis #DIV/0!
Skewness 1.630059
Range 8
Minimum 7
Maximum 15
Sum 30
Count 3

Findings: Under this research, analyst compares Apple brand with another electronic
gazettes companies that which features create uniqueness of product. In this process, 50%
respondents view that Apple has advancement technology that makes its effective position in
global market. However, remaining 50% are segregate in two parts that 27% are loyal because of
products' high quality features. While 23% are attracted towards organization's customer
services. Therefore, accurate reasons are determined behind Apple brand's uniqueness that which
characteristics make it more famous and increases its brand and product value. It finds out
various substances to be focused for next further years' business activities.
Interpretation: According to market research for brand value in market, analyst
determines quality features that attract consumers at high level. Therefore, researcher asks
question to respondents that advancement or technology, manner to dealing with customers and
quality of mobile features, which characteristics highly attracted to buyers that enhances brand
value in globally. Thus, answers obtained for this question is that 50% are attracted towards
advancement and technological features of mobile company. While 27% views that quality
features of Apple enhances productivity and profit earning capacity of organization. Moreover, it
is determined that remaining 23% considered as customer services of Apple increases brand
value of firm in market. However, different ideas and techniques are obtained for creating Apple
more effective and provides manner in which organization can maintain and sustain its good
reputation in market. It increases customer loyalty towards brand and improving quality services
of features. In addition to this, various features and qualitative goods are obtained for increasing
in business and competitive strategies. In addition to this, actual business performance and
mobile features qualities are recognized through this research. On behalf of this research,
manager of the firm prepares strategy for proper management including planning, organizing and
evaluating for creating better business profile and gaining financial and non-monetary
development of Apple at high level. It is interrelated with other organizational functions such as
production, research and development, production and operation including customer dealing
services and so on. Therefore, various determinants are obtained for enlargement and increasing
qualitative services of firm. It impacts on overall business activities as well remains effective for
long term sustainability of organization in global market.
As per the founded descriptive statistics, it can be seen that average number of consumers
are 10 and majority of the respondents above mean to 15 said that advancement or technology of

Apple’s products and services make it distinctive from its competitors. Further, median of the
series is computed to 8 and exceeding the median, there are larger participants who favoured the
technological advancement as a crucial aspect behind the competitive strengtheness of the Apple
Inc. It enable the company to become leader in the industry.
Theme 9: Customer agree that branding has high impact on the decision-making
Particulars Views of respondents % of respondents
Agree 8 27%
Strongly agree 10 33%
Disagree 7 23%
Strongly disagree 3 10%
Neutral 2 7%
Total 30 100%
Finding: Under this research, analyst recognizes customer views over branding impact
on decision-making tool. In accordance to this, different opinions are obtained for making
decisions and preparing strategies for further years efficiency. As per market research, it is

determined that out of 30 some respondents favor for the tool that represents product value and
quality features in market. Therefore, in this research, it is resulted that 10 respondents are
strongly agreed that branding and its effective recognition plays crucial role in decision-making
and planning procedures. While, 8 selected sample customer view that branding is considered as
key element for management and increasing quality features of Apple effectively. In addition to
this, out of overall respondents, 7 are disagreed that branding do not affect on organization's
effectiveness because of as per view their view, it is analysis that there are some other factors
also available that impacts on decision-making.
Interpretation: It is interpreted from conducting survey that branding impacts in
decision-making for enhancing efficiency of Apple. In accordance to this, 33% respondents are
strongly favors that branding has effective impact on decision-making. However, it has been
represented that organization has developing brand position and sustains attractive position in
market for gaining large number of demand and profit to face competition. Moreover, 7
respondents are disagreed that Apple branding is not a determinant for making decisions
regarding decision-making and preparing planning for further business activities. In addition to
this, 3 out of 30 view that Apple does not make decisions on the basis of branding and product
value. However, competitive advantage and different tools for making position in market is
determined through this research process. Including this, proper market research and effective
value of brand is recognized that presents consumer views over qualitative features of mobile for
Apple company. It is related to increasing business and competitive strategies. However,
customer views are obtained by this research that Apple brand position influences market value
and long term sustainability tools for expansion and increasing in qualitative services of firm.
Thus, on behalf of this recognition various tools and techniques are determined for company's
effectiveness at high level.
Theme 10: Consumers follow purchasing process while taking decisions about electronic
gazettes.
Particulars Views of respondents % of respondents
Yes 25 83.00%
No 5 17.00%
Total 30 100%

Finding: In this research, analyst identifies buyer behavior related to their purchasing
power that proceeds to make decisions for further business activities. Therefore, it is obtained
that 83% of consumers view that they follow purchasing process while take decision for
purchasing electronic gazettes. It is interrelated with advertising marketing essential of Apple
that presents market position of organization to face competition. However, according to
conducting survey, it is recognized that customers look at market value and electronic gazettes
position of organization. It includes focusing upon different factors such as technology or
advancement, quality features and manner to dealing with customers.
Interpretation: Researcher analysis buyer behavior related to electronic gazettes market
position that presents effectiveness of Apple. As per market survey, it is obtained that customer
decides to purchase goods by looking at products' value and demand in market. Including this, it
involves varieties of factors for determining place of firm for facing competition. It increases
competitive strategy and emerges different tools for sustaining its market value. In addition to
this, different strategies are prepared for making place in competitive market. Moreover, it can
be analyzed that advertisement techniques which are used by Apple are favorable or not. In this
regard, several ideas for generated for enhancing qualitative services and making place in
market. It is directly linked with recognizing market research and product place to face
competition. There are several determinants obtain for presenting advertising tools and
customers' view over quality features of organization and its products. Along with, this research
is valuable to determine that at which level product is developed and sustained its position even

by facing cut throat competition. It generates idea for forecasting future market value of
electronic gazettes. It includes different factors that impact on environment of company for
management and producing services. Apart from this, analyst views that market position of
electronic gezates would be sustained in market or not, this term is generated. Including this,
several idea for obtained for increasing and maintaining customer attraction towards goods and
services. Therefore, according to research proceed, it is determined that advertisement tools and
product implementation method are obtained through this analysis that impacts on future and
current trend for marketing. It is determined through this study that customers at high level
makes decision for purchasing electronic gazettes according to market value of products.

CHAPTER 5: CONSLUSION AND RECOMMENDATIONS
From the above mentioned analysis in regard to the entire objective it has been analyzed
that different strategies to become a brand are the most helpful for the Apple company to achieve
objectives. Further, the respective strategies play a very key or significant role in the current
enterprise to become brand in software industry worldwide. From the above thematic analysis it
can be summarized that objective to identify as well as implement in the Apple business
organization is achieved up to the greater extent with the proper way. Apart from the respective
goals and objectives the company wants to analyze regarding impact and influence of different
branding strategies on the behavior of buying on customers is also achieved. It can be analysed
that when a company created high image and become a brand then more number of consumers
attract towards it in order to purchase its products and services. Being a well known brand
worldwide Apple able to increase customers and market share at the national and international
both levels.
It can be concluded that in the corporate world each and every business enterprise wants to
create a highly effective image and reputation in the industry where it operates. Higher and better
effective image of the firm lead to become a brand in overall industry. Most of the customers
wants to use branded products because these types of goods and services are highly effective,
reliable and durable. In context to this, the brand creates highly positive image in eyes of
customers and influence buying decisions of them as well. In the present case scenario there is
the Apple Inc. Company is to be used for analyse influence of branding strategy on the buying
behaviour of customers and users. The company is a highly effective and has intellectual brand
image in software, electronic and digital distribution industry. Further, it has brand name across
the globe because it provides products and services effective and in proper manner to the
potential consumers. Along with products and services, logo of the Apple Company is also better
by which any customers and community able to identify name of the firm on the basis of logo or
symbol.
Furthermore, branding strategies are always lead to influence buying decisions of
customers in positive way in order to purchase products and services. It can be analysed from the
above mentioned analysis that, better the brand provide better and durable products and services
without any defective. Hence, customers attract to purchase its products and services by which it

can be said that branding strategies affects to the buyers in order to consume Apple's goods and
services. Apart from this it can be analysed that branding strategies are plays highly significant
role in each and every business organisation in order to attract more number of customers.
Further, it leads to achieve its goals and objectives in an appropriate and smooth manner as well.
In context to brand due to using branded product the customers and users give response to the
Apple in positive manner which lead to enhance financial position and performance of the firm
in their respective industry. Hence, it can be summarized that branding strategies are highly
affected to the firm and consumers as well in positive manner and favourable situation.
In addition to this, as per the theme of customer buying behavior and decision making it
can be analysed that the brand name helps to make changes in buying or purchasing decision of
products and services offered by it. Before few times the company launch new mobile that is
iPhone 7 by which the customers are move forwards towards it for purchasing it. When the
customers looking for branded products and services then they not look towards the pricing
factor of them. No matter it charges how much price but brand itself attract customers without
caring about pricing factors. In context to this it can be said that higher the branding strategies
and position lead to enhance level of customers and market share as well of the company.
It can be summarized from the above dissertation that, branded product lead to influence
purchasing decisions of buyers in positive way. When the company uses branding strategies to
become a brand in its respective industry then customers like to purchase its goods and services
such as iPhones, laptops etc. in frequent manner. It can be analysed that brand creates highly
effective image which lead to increase purchasing power of them towards consuming products
and services of it. It can be said that to the branded goods and services number of buyers give
responses in comparison to non branded and semi branded items and services. Hence, it can be
analysed that branded product and strategies make changes in buying behavior and purchase
products and services frequently. In addition to this, it can be asserted that customers are loyal in
order to purchase electronic gazettes and products of Apple due to having a branding position in
its respective industry. The key reason to become more loyal of customers towards Apple is that,
management of the business enterprise uses highly effective branding strategies as well as
provide more effective products and services. It can be analysed that branding position lead to

make the customers and buyers more loyal and reliable which helps to the Apple in order to
enhance market share and customers as well.
Apart from the above mentioned conclusion it can be summarized that, buying decisions
of customers affects from social as well as friendship circle or groups in positive and negative
manner as well. In this context, if friend circle uses branded products and services then it will
influence to the particular person in order to purchase such types of good and services. Along
with this buying behavior of branded items depends and affected by the lifestyle of customers
and individuals. When income, living standard and lifestyle of a particular person of buyer is low
then it will not prefer such items. In opposite to this, it he has higher income level and lifestyle
then he will prefer branded products as well. Further, it can be analysed that lifestyle and friend
and social group impact on the buying decisions and behavior of branded products and services
which lead to influence Apple company as well. Moreover, brand plays an important and very
significant role in the life of local community and specially those people who have high living of
standard and lifestyle. When they will use branded products then able to create better image in
the society and it shows that respective person has luxurious life. Most of the people uses such
types of goods and services for create better image in eyes of local community.
Apart from this, it can be analyzed from branding strategies of Apple that, higher the
branded products and services have very high quality and durability. Further, quality is a big
concern for every customer because they want to use high quality of products along with more
durability. It can be said that better quality of goods and services is always beneficial for the
potential customers because it not affects in negative way after using such items. Along with the
quality, aspects of the branded products are also better and effective which influence buying
decision of customers in order purchase electronic gazettes and items as well as services offered
by Apple Inc. Furthermore, it can be assessed that higher the quality lead to charge higher prices
of goods and services in comparison to semi branded and non branded business entities. In
context to this the person who looking for purchasing branded products, avoid pricing factor.
Being a high brand across the globe the Apple Inc. organization charges very high prices of
products and services offered by it such as iPhone, iPad, laptops, watch, earphones, televisions,
Online apple store, apple music etc. Charging high prices is not a big concern for customers
when they want to purchase branded products. Hence, it can be analyzed that branded companies

always charge high prices of their goods and services, even customers purchases on frequently
basis.
Moreover, on the basis of the above carried out analysis of dissertation it can be depicted
that, when personnel or employees of Apple going to take decision about purchasing electronic
products and gazettes then they will always look towards firm's products. The reason is that the
potential employees know that which kind of products and services offered by it, what is process
to make such items and up to which extent these are beneficial and durable. Further, due to
providing services to the Apple its employees will always consider respective firm while taking
decision of purchasing electronic gazettes such as mobile, laptop, television etc. Apart from this,
it can be summarized from above analysis that the Apple Inc. organization is a leading brand in
electronic and software industry cross the world. In respective industry it has various competitors
such as HTC, Sony, Samsung, Nokia etc. but it has leading branding position. Very key strategy
to become a leading brand is that provide very innovative products and electronic gazettes along
with new and attractive features. People want to use innovative and updated products and
services and the Apple provides such types of gazettes in order to fulfill needs and requirements
of customers. Further, it launches updates and innovative gazettes within specific period of time
so it able to create high image in eyes of potential customers and local community as well.
Along with this it can be analyzed that, Apple uses new as well as advanced technology
in order to produce electronic gazettes and provide services to the customers and buyers. This is
the main reason which leads to become leading brand and gain competitive advantage in the
electronic as well as software sector across the globe. Further, such these ways Apple differs
from its rivalry firms and brands as well which operates in software and electronic industry. It
can be concluded that branding image lead to increase purchasing behavior of customers by
which it able to generate more sales and profit in the industry. Buyer behavior related to
electronic gazettes market position that presents effectiveness of Apple. As per market survey, it
is obtained that customer decides to purchase goods by looking at products' value and demand in
market. Including this, it involves varieties of factors for determining place of firm for facing
competition. It is critically evaluated that organization sets high level of price for product service
so all customers’ remains unable to afford cost. Therefore, this graph is presented by analysing
all angles of company and respondents' views over product features. Hence, it is considered that

Apple Company has significant and effective value in global market according to survey
recognition. Customers of Apple make focus on purchasing laptop, mobile phones etc. which are
offered by it with the aim to reflect their high living standard. Moreover, people who carry
phones and other gazettes of Apple are considered as high income group. This aspect shows that
perception level of customers toward Apple is very high in terms of quality, brand, price etc.
Along with this, differentiation in logo and tag line is also beneficial to consider. With an
assistance of this, key measures can be advanced effectively in order to meet key goals and
objectives so that long term sustainability can be advanced.
Recommendations
 As the Apple company is having a good brand image in the mind of customers, this is
good for the company and it should maintain in long run. The company has only focused
upon high class people, it should plan for the lower than high class people also.
 Apple is continuously coming up with new gadgets in the technologies which may be not
easily understandable by the people. Moreover, it can come up with more attractive
advertisement strategy for attracting and understandable by the customer.
 It is very important for the company the its customer should be satisfied in all way, for
this it should be very much careful about their products and services which are providing
by them.
 Company can not change the buying behaviour of the customers, but it can attract them
by demonstrating, conducting marketing campaign etc.
 Creating enough faith in the customer's mind so they move on to the company.
 Every customer wants after sales services, so the company should also take care for this.
 Formulating such kind of attractive information on each type of media so that customer
can avail it easily and get influenced by it. Because it is natural that before purchasing
customer tries to gather all type of information related to the product and services.

 Instead of putting ads into magazines because customer doesn't have so much faith on
them, give more efforts on ads through radios, big television outside showrooms or stores
etc.
 For branding company should deliver relevant content to the customers.
 Company should more focused about quality engagement instead of quantity for
improving branding.
 Company should be helpful an be open in front of customers.
 Brand image and customer satisfaction are interrelated terms because customer creates
the brand and brand creates more customers. It should consider by the company.
 Company should also consider that brand image does not put direct impact on customer's
loyalty, but it can put impact through customer satisfaction.
 The product should have enough worth for creating desire of purchasing in the mind of
customers. Because generally, people do not buy things only after seeing the good
advertisement.
 The fact should be into consideration that only attractive advertisements are not enough
for impulsive buying decision of customer, as they also think about the quality and the
economic conditions.
 Usage and advantages of the product should be very clear to the customer for purchasing.
 The disposable income plays a major role and it is depend upon the income level of an
individual. So, company should formulate competent marketing strategy.
 Company should always take care of its brand loyal customers.
 Company must know that lifestyle or living standard plays major role in buying
behaviour of customers. As Apple's customers are frequent buyer of its new product.
 Though Apple products are comparatively more complex in function while operating,
which may feel difficult in use. Company should take this point into consideration.

 Company like Apple always come forward with innovative product. This is the strength
for company, it should take advantage of this for connecting more and more customers.

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Questionnaire
Demographic information
Name: ………………
Age ………………
Gender ………………..
Income ……………..
Q.1 How often do you make purchase of branded products?
 Often ()
 Very often ()
 Rarely ( )
 Never ()
Q.2 Are you the loyal customer of the products which are offered by Apple?
 Yes ()
 No ()
Q.3 From the following factors which one encourages you to make purchase of Apple’s product?
 Lifestyle ()
 Status ()
 Income ()
 Social and friendship group ()
Q.4 Is reputation of branded product highly important to you?
 Yes ()

 No ()
Q.5 Do you perceive that branded products have high quality?
 Yes ()
 No ()
Q.6 What do you think about the prices which are charged by Apple’s for the products and
services offered by it?
 High ()
 Very high ()
 Normal ()
 Affordable ()
 Lower ()
Q.7 Which brand comes in your mind first when you take decision in relation to the purchasing
of technical products?
 Apple ()
 Samsung ()
 Sony ()
 HTC ()
Q.8 From the following factors which one differentiates Apple from other brands?
 Advancement or technology ()
 Quality ()
 Customer service ()
Q. 9 In your opinion, is branding impact on decision-making?

 Agree ()
 Strongly agree ()
 Neutral ()
 Disagree ()
 Strongly disagree ()
Q. 10 Do you follow purchasing process while taking decision about electronic gazettes?
 Yes ()
 No ()