An Investigation: Apple Brand Design and Consumer Behavior Analysis

This dissertation investigates the significance of brand design, specifically focusing on Apple, and its impact on consumer purchasing behavior. The research explores the concept of branding, its role in gaining a competitive edge, and the influence of brand design elements on customer decisions. The study examines customer purchasing trends within the United Kingdom and how these trends affect brand design. The methodology includes a literature review, research design, data collection, and thematic analysis to analyze the effects of brand design on consumer behavior. The findings provide insights into the factors affecting consumer buying behavior, the importance of brand design for Apple, and the current trends in consumer purchasing within the United Kingdom. The conclusion summarizes the findings and offers recommendations for future research and improvements in brand design strategies. The study also includes a reflection on the research process and personal development.

DISSERTATION

ABSTRACT
Present document has presented the meaning and importance of brand design of a
particular business organisation i.e. Apple, which is dealing in electronic market. Particular
written paper has also covered the impact of brand design followed by Apple on consumer
buying behaviour. Along with this, introduction section of this report presented what is brand
and how it works for an organisation in gaining competitive advantages, attaining different range
of goals and objectives and more more other benefits. Customer purchasing concept played a
crucial role for Apple and it is required for this organisation to perform proper analysis in regards
pull out information in regards to customer's mindset while purchasing different range of
products and services of a particular company. Away with this, it can also be said that current
trends related to customer purchasing within United Kingdom, also impacts upon brands and
their designs as well. Here, it is much required for Apple to look into all the current trends and
develop products and services along with the design as per the requirements. Through this,
maximum benefits could easily be gained right on time. On the other hand, both data analysis
and research methodology section has helped researcher in pulling out favourable outcomes in
regards to the chosen topic and i.e. to analyse the Brand Design and Its Effects on Consumer
Behaviour.

ACKNOWLEDGMENT
Present report has been successfully developed with the help of tutors, lecturers and my
colleagues. On behalf of completing this dissertation, I would like to thank all the personnel, who
has helped me out in supporting this dissertation with a range of secondary and primary
resources. Individuals who has been there by my side, their expertise, insights along with the
proper assistance has helped me out in reaching to new heights. In some cases, they did not
supported me while choosing a particular article while performing the literature review section
but lately, this benefited me in reaching to new heights. I thank my tutor, for their assistance and
my colleagues as well for giving feedbacks as well, while doing the data analysis section
considering various comments and helped me in improving the overall manuscript of chosen
topic.
I would also like to show my gratitude to the institution as well, for sharing their pearls of
wisdom with me during the course of this research. I also thank 50 respondents for giving their
viewpoints on particular topic as well. I am also immensely grateful for their comments on an
earlier version of the manuscript, although any errors are my own and should not tarnish the
reputations of these esteemed persons.
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Table of Contents
ABSTRACT.....................................................................................................................................2
ACKNOWLEDGMENT..................................................................................................................3
1. INTRODUCTION.......................................................................................................................6
Background of Research.........................................................................................................6
Research Aim & Objectives...................................................................................................6
Aim....................................................................................................................................6
Objectives..........................................................................................................................7
Research Questions............................................................................................................7
Scope and Importance............................................................................................................7
Rationale of Research.............................................................................................................9
Overview of Dissertation........................................................................................................9
2. LITERATURE REVIEW............................................................................................................9
Concept of Customer Purchasing.........................................................................................10
Importance of brand design for Apple..................................................................................12
Current trend related to customer purchasing in United Kingdom......................................14
Effect of brand design in customer purchasing behaviour for Apple...................................16
Conclusion............................................................................................................................17
3. RESEARCH METHODOLOGY...............................................................................................18
3.1 Type of Research............................................................................................................18
3.2 Research Philosophies....................................................................................................19
3.3 Research Process and Design.........................................................................................20
3.4 Research process............................................................................................................21
3.5 Research Approaches.....................................................................................................22
3.6 Data Collection...............................................................................................................22
3.7 Data Analysis..................................................................................................................23
3.8 Sampling.........................................................................................................................23
3.9 Research Ethics..............................................................................................................24
3.10 Research Limitations....................................................................................................24
4. DATA ANALYSIS AND PRESENTATION...........................................................................25
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4.1 DATA SHEET................................................................................................................27
4.3 THEMATIC ANALYSIS...............................................................................................29
Discussion on effect of brand design in customer purchasing behaviour for Apple............40
6. CONCLUSION AND RECOMMENDATIONS......................................................................41
6.1.........................................................................................................................................41
Summary..............................................................................................................................41
Summary of what has been achieved...................................................................................41
6.2.........................................................................................................................................42
Evaluation of Results...........................................................................................................42
Limitations in results............................................................................................................42
6.3.........................................................................................................................................42
Recommendations based on Evaluation..............................................................................42
6.4.........................................................................................................................................43
Future Work.........................................................................................................................43
REFLECTION......................................................................................................................44
ALTERNATIVE RESEARCH............................................................................................44
7. PERSONAL DEVELOPMENT................................................................................................45
REFERENCES..............................................................................................................................47
RESEARCH ETHICS APPROVAL FORM.................................................................................50
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TOPIC: Brand Design and Its Effects on Consumer Behaviour
1. INTRODUCTION
Background of Research
Brand is explained as name, term, symbol, design and some other feature that determined
service or product of one seller as different from the other. The branding is set of the
communication and marketing methods that aids to distinguish products or company from rivals.
Its main aim is to develop long lasting impression in customers mind. Brand design is the
creation of premium value in the minds of customers as to how they wish to see the brand? The
idea is to create a unique identity through brand logo, slogan, title, style and visuals. It is the
precise way to derive market focus towards the product by building a unique distinction for the
product called as branding. This distinct identity will differentiate the product from the other
similar products. The purpose is to produce a well known, easily recognisable, highly trusted &
reliable notion about the brand itself which can be inculcated through giving the products a
eccentric identification (Cassia, Cobelli and Ugolini, 2017). The common example of some
famous brand designs include Apple, Nike, puma, amazon etc. The designing process of a brand
consists of various steps where the locus is that the brand design shall be in linkage with the
business strategy of the organisation.
On the other hand, consumer buying is sum total of the attitudes, intentions, decisions
and preferences related to behaviour of customers at marketplace at the time of buying service or
product. The consumers take the decisions on the basis of several criteria, triggers of the
consumer purchase happen more before actual purchase. Apple is an American Multinational
technology form that designs, develops and also sells the consumer electronic, online services
and computer software. It is founded through Ronald Wayne, Steve Jobs and Steve Wozniak in
year 1976. This company is considered as on of big Four technology along with the Google,
Facebook and Amazon (Lukas, 2012).
Research Aim & Objectives
Aim
It is explained as overall purpose of study and it is concise and clearly defined. It is wider
statements of the desired outcomes and the intentions of an investigation.
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The main aim of this investigation is “To determine importance of brand design and its
effect on Consumer Purchasing. ” A study on Apple.
Objectives
Research objectives are clear, declarative and concise statement that gives direction to
research variables in study. Their focus on ways to measure variables like determine or describe.
On the other hand, research objective is concrete statement that explaining what an investigation
is trying to attain.
 To determine the factors which affect buying behaviour of customers
 To understand importance of brand design for Apple.
 To determine the incumbent trend affiliated to consumer buying behaviour in United
Kingdom.
 To determine the effect of brand design in customer purchasing behaviour for Apple.
Research Questions
This section of research is based on the specified issues that evaluate by the research to
attain positive and reliable outcomes. As it provide direction to the investigator to carry out the
literature of different authors on specified topic and area. By this valid and authentic information
can be easily attained.
 What is Customer Purchasing
 What is importance of brand design for Apple.
 What are the current trend related to customer purchasing in United Kingdom.
 What is effect of brand design in customer purchasing behaviour for Apple.
Scope and Importance
Scope
Current research consist wider scope which help research and organisation to enhance the
chances of attaining success. As customers behaviour play a crucial role in developing brand
image of the company market place (Rezapour and et. al, 2014). In this context, brand design is
help in influencing customers and their taste as well. With the assistance of this, company may
accomplished their competitive image and at the same time also capture larger market share from
its rivals. In context of Apple, brand design help in inviting more and more customers which may
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contribute in developing positive image at market place and customers mind as well. Good
design of brand help in reaching customers in a memorable way. This will improve the chances
of creating awareness at market place and also retain consumers towards the company products
and services. This will increase profitability level of the firm at competitive market place.
Mainly, brand design build credibility and also create a consistent visual language which may aid
in connecting with large number of consumers over the offering of the company. This provide
wider scope to the firm through which positive and competitive brand image can be easily
accomplished at market (Van Noort,Voorveld and Van Reijmersdal, 2012).
In context of researcher, this topic includes wider scope in enhancing skills and
knowledge that support them in taking right and accurate decision within the research. If
researcher do the same research in future then they easily attain positive and reliable outcomes
that help in making an successful research project. Thus, it can be evaluated that scope of this
research is wide in which both organisation and research attain success.
Importance
Brand design is consider as an important factor of every business organisation to invite
customers towards its offerings. As it also help in promoting products in market place to
influence behaviour of consumers. This will improve the chances of making customers more
satisfied. One of the main advantage of brand design is to retain customers for longer period of
time that contribute in enhancing competitive brand image of the company at market place.
Along with this, good brand design also help business organisation to attain competitive
advantage. As it includes various aspects such as value, unity, recognition, differentiation and
pride which contribute in making brand design more competitive and famous as well. This is the
reason that company easily influence customers to make them satisfied and loyal as well.
Furthermore, Apple spend more money to make their brand design more popular which help
them in developing their positive and competitive image at wider area (Van Noort and et. al.,
2012). By carry out the current research, investigator gather as well as understand the actual
importance of brand design and also evaluate that how it affect the consumer behaviour. It may
improve the chances of increasing satisfied customers that accomplished the brand image more
competitive and famous as well.
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Rationale of Research
This present research is based on brand design and its impact on the consumer
purchasing. It helps in provide the better knowledge and understanding related to brand design.
The brand design develop impact on the consumer purchasing. The rationale behind conducting
this research is to exploring knowledge as well as ideas of learner in particular research area.
This project is helpful in provide the better understanding about the core concepts such as brand
and consumer behaviour in significant manner. The personal reason for conducting an
investigation of a learner is self-interest. In this, learner wants to explore knowledge about the
specific area. An enhanced knowledge regarding consumer behaviour aids in achieving the
future objectives in significant manner (Gao and Feng, 2016). On the other hand, in professional
context, learner conduct investigation to get the knowledge and aware about the consumer
behaviour in effective manner. It will help for the learner to conduct any research in future
without facing any difficulties.
Overview of Dissertation
This dissertation contains the brand design and the effect on purchasing of consumers.
The brand design is a kind of trademark and it is an identity of an organisation. In this, aims and
objectives are developed on the basis of research topic. It helps in provide the overall description
about the particular subject area. The research questions are based on the objectives in order to
get the solutions of arisen issues. The literature review part needs to be conducted by considering
the secondary data. On conducting this part, secondary sources will be used such as books,
articles, journals, internet sources etc. It consists the views and opinions of different authors. The
methodology part will be conducted for collection of data and information and also analyse them
to determine effectiveness. Through using the graphical presentation and themes, collected data
will be analysed. The conclusion provides the outcomes of research and the recommendations
are given on the basis of whole research.
2. LITERATURE REVIEW
Literature review is conducted to clarify areas of the prior investigation of matter that
presently undertaken. It discusses and also analyses the published information in specific subject
area. It is more than summary of sources and it has organisational pattern that combines
synthesis and summary. In this, summary is recap of necessary information of source
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(Brexendorf, Bayus and Keller, 2015). This part is research is most necessary because it provides
the detailed description about specific area in an effective manner. It is based on the secondary
sources and provides the detailed description. The different secondary sources which researcher
use in literature review part are books, articles, internet sources, journals etc. There has been
opinions, ideas of the various authors and writers has been considered in a proper manner.
To determine the factors which affect buying behaviour of customers
Consumer and customer refer those individuals who show their interest to buy and
purchase goods and services. To purchase these goods they pay some amount as per the value of
goods and products. The clients hows their interest regarding those things which attract them and
able to provide satisfaction to their needs and wants. So it is essential to the manager of the
company to motor the needs and demands of them and produce and manufacture products
according to the taste and preferences which provide satisfaction to them. According to Alberto
Dominguez, 2018, There are various factors which affect the needs and demands of consumer
and their purchasing behaviour. The factors which affect purchasing power of customers are
defined as below:
Culture- It is an sentential factor which largely monitor the individual's way of being and
the decisions they make. It is the main factor which highly affect the buying behaviour of a
person. For example, in UK people prefer high quality product whereas the price of the product
is much high. They have need that kind of product which include various feature and serve
effective services to user. In context of Apple, the management of the company produce high
quality product which consist several features that attract customers of different nation like Uk
have a need of high quality commodity.
Perception- It refers to the sight through which people observed things. Marketing and
advertising are well aware of the importance and effectiveness of perception as one of the factors
influencing consumer purchasing power. Basically it refers to the brand image of a company
which is developed in the mind of customers by the company through promotion, advertisement
and quality nor features of the goods. For example, consumers are well aware with the products
of Apple because it use effective promotional and advertisement channels like TV, social media,
web advertisement, Instagram, Facebook, Twitter and others. These all applications and social
sites are used by the consumers now these days so they make familiar customers with the
products. This positively affect the buying behaviour of consumers.
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Age- It is the major factor factor which play an important role to affect consumers
purchasing power. The taste & preferences of an individual change as per the age and they have
needs of products as per the age. For example, Apple provide different products according to the
needs of individual which changed due to occur change in age. Such as, they offer products like
iPhone, ipad, Mac, iPod etc. for US and international customer between the age of 20-45. Other
product like iTune and the iTune Store, Mac App Store, iCloud, Apple Pay to 18-30 age group
and Apple TV, Apple Watch and related accessories to 20-45 age group of customers. In it they
include male, female and newly married couple, and others. So the age factor favourably affect
the buying behaviour of customers regarding respective company.
Income- It is an another crucial factor which affect the purchasing power of persons.
Across different income levels, the difference in products choices and buying patterns can easily
be marked. For instant, middle class person make their buying decisions based on utility.
Whereas upper class would want style, design and special features during the time of purchasing
goods. For example, Apple manufacture high quality product at high cost. So they can only
purchase by upper class individuals. It unfavourably affect the purchasing power of middle class
customers.
Personality- It is an crucial factor which highly affect the buying behaviour of an
individual because inner psychological characteristics are specific qualities, attitudes, mannerism
and others which differentiate one person from another. This factor consist different components
like lifestyle, social identity and others. If the individual survive a high level of lifestyle and have
strong social status then they prefer high price products which are affiliated with high quality
features. For example, Upper class people focus regarding products of Apple because they
constructed with high quality and make improvement in status of individual.
Experience- It is undoubtedly a determining factor which influence the buying behaviour
of individuals. If the individual purchase any product before and it is able to satisfy the needs of
demands of customers effectively then customer has a good experience with it. Whereas if the
experience of consumers are bad then they will not purchase that product again and can switch to
another brand. For instant, Apple provide quality products to its consumers which are able to
satisfying the needs and wants of them. So the target audience of this firm has a good experience
with it. This favourably affect the purchasing power of customers.
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Attitude- Consumer attitude basically comprises of beliefs towards, feelings towards and
behavioural intentions towards some objectives which can be products and services. It can be a
feeling of favourableness and favourableness that a person have regarding a product. It can be
positive of negative to purchase a product and this outcome are generated in the form of liking
and disliking the specific commodity. For instant, Apple manufacture products with high quality
so some of individual have positive attitude regarding it due to high quality whereas some
individual have negative feeling cause of high cost. So it is impacted the purchasing power of
customers.
Form the above information, it can be determine that Age, income, personality,
experience and others are some factors that highly affect the buying behaviour of individuals. To
achieve growth in the market, the management of the company make produce goods and services
according to this factors. So that they can favourably influence the purchasing decision of
customers.
Importance of brand design for Apple
According to Scott Talbot & Jarom McDonald (2017) , brand design can be defined as a
marketing practice that aid in creating a proper name, design or symbol, which helps in
identifying or differentiating a specific company's products and services. It has been analysed
that, building a much effective brand strategy could directly aid a company in building
uniqueness within the competitive business market. In other words, brand designing can be
considered as a process that basically involves an organisation in developing a much more
unequalled name or the image of a product in the consumers' mind (Kumar, Townsend and
Vorhies, 2015). This is majorly being done with the help of advertising campaigns focusing upon
a particular theme. There are ample number of importances of brand design that are required to
be understood by Apple and these are given underneath:
 Building a much more unique design of a brand like Apple, it helps in communicating a
particular message to customers with a unique design of brand. This is being considered
as one of the important aspect, which is required to be understood in depth so that, it
could help business company in reaching to new heights.
 Another importance that can be seen here is to reinforce all the specific products that an
organisation is offering, in minds of company's audiences (Lu, Gursoy and Lu, 2015).
This directly helps customers in identifying the products by giving a sight only onto
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