Research Project: Apple Brand Name and Consumer Decision Making

This research project investigates the impact of the Apple brand name on consumer decision-making processes. The report begins with an introduction, defining branding and its significance in influencing consumer choices, particularly within the context of Apple's market presence. A comprehensive literature review explores existing research on branding, brand equity, and consumer behavior, emphasizing the relationship between brand perception and purchasing decisions. The methodology section outlines the qualitative research approach employed, including data collection through questionnaires and the use of gap analysis for data interpretation. The report further includes a timescale and Gantt chart to illustrate the project's timeline. The analysis examines the influence of brand attributes, benefits, values, culture, personality, and user perceptions on consumer choices. It concludes with a reflection on the findings, offering insights into the effectiveness of Apple's branding strategies and their impact on consumer loyalty and purchasing behavior, and provides recommendations for future research.

RESEARCH PROJECT

Table of Contents
PART 1............................................................................................................................................1
CHAPTER 1: INTRODUCTION...........................................................................................1
CHAPTER 2: LITERATURE REVIEW................................................................................2
CHAPTER 3: RESEARCH METHODOLOGY....................................................................4
CHAPTER 4: TIMESCALE AND GANTT CHART............................................................6
REFERENCES................................................................................................................................7
PART 2............................................................................................................................................8
DATA ANALYSIS ...............................................................................................................8
REFLECTION, CONCLUSION & RECOMMENDATION..............................................17

PART 1
CHAPTER 1: INTRODUCTION
Title: “The impact of brand name on consumer decision making process: A case study of
APPLE”
Brand is determine as a name, terms, designs, symbols and other related features which
distinguish companies from one another. Majorly brand is used by firms for business marketing
and advertisement so that company can establish themselves uniquely from their rival firms. The
concept of branding is not new as its was begun with ancient Egypt as since then it is used as
process of marketing and communication. Other than a memorable logo, if a company has good
branding than it adds value to a company as this assist in attracting a large number of customers
in quick time whether it is giving a fair deal or not. Apple is a renowned multinational
technology company throughout the globe and deals in manufacturing and selling consumer
electronics, computer software etc. Most popular products of Apple includes iPhone, iPad, iPod,
Smart watches etc. The organisation is popular for its innovative products and influence branding
of their services and products within the market. Therefore, the research is based on how brand
name can have an impact on decision making process of customers. The entire concept will be
supported by a literature review and furthermore based on questionnaire a research will be
conducted so that opinions of customers can be collected and evaluated for getting a valid
conclusion.
Background of the Research
Each company establish there business in order to get maximum benefits and for this, it is
crucial that firm manufacture goods and products according to the needs and wants of customers.
Thus, brand image or logo plays a crucial role for companies so as to attract a large number of
customers towards them. Therefore, it is important that company have effective marketing
strategy which can carry out an impact on the minds of customers because branding set emotions
and ideas for consumers. Thus, for companies, in order to survive in the market for a longer of
time, it is essential that company manufacture goods and products according to the choices and
preferences of customers. Henceforth, in this modern society, brand not only tend to represent
product of a company but it has a strong association in relation to perceived quality, social class
and consumer's life style. It can be said that in order to make a brand more popular consumers
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play an important role as they are the who give views and feedbacks for a related brand. With the
help of this research, research will tend to find out the impact of brand name on consumer's
decision making. Therefore, in order to know whether brand can influence the mind of
consumers while purchasing goods and products are mentioned in this report. As Apple is a big
brand and products that are provided are attractive hence, it can be seen that people often by
products because of the brand name they perceive.
Aims: “The impact of brand name on consumer decision making process: A case study
on APPLE brand.”
Objectives:
 To determine the concept of Brand.
 To identify relation amongst brand and consumer decision in Apple.
 To analyse the impact of brand name on consumer's decision making for Apple.
Research Questions:
 What is the concept of Brand?
 What is the relation amongst brand and consumer decision in Apple?
 What is the impact of brand name on consumer's decision making of Apple?
CHAPTER 2: LITERATURE REVIEW
Concept of Brand
In this rapid changing world, brand is consider as a tool that change the behaviour of a
consumer's purchasing power or decision making. There is a difference between product and a
brand, former is what which is manufactured by a company in order to improve their sales and
profitability whereas latter one is something which is bought by consumers. Therefore, it can be
said that products may lose its position but brand is forever and it is timeless. It has been
analysed, to become a reputed brand, company needs time because it is a long process. Brand is a
combination of name, design and symbols in order to resides in the mind of consumers. Some
people may not know about some of the brand as they are not so good as compared to other but
some brands like Apple denotes a high degree of awareness.
According to the viewpoint of Aaker and Biel (2013), brand represents a symbolic value
that assist consumers in choosing the best products as per the needs and wants of consumers. For
example: iPhone X manufactured by Apple is most popular because of the features which are in-
build in the phone. Therefore, as company is providing effective product and services to its
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clients thus, it is helping them in gaining loyalty of customers. In addition to this, organisation
are focussing on knowing the nature and behaviour of consumers so that goods and products can
be developed according to the needs and wants. Moreover, in order to become a popular brand
company goes through past experience of customers in order to know what was right and what
are the drawback which should be look after so as to give an effective products.
Impact of brand name on consumer's decision making for Apple
As per the point of view of Brodie and et. al., (2013), now a days customers have good
knowledge about a brand or products that are being manufactured by a company. Thus, some of
the consumers are specific about their brands as they have appropriate information. Therefore, it
can be evaluated that brand is very valuable for companies and it needs to be managed properly
in order to gain better outcomes. Apple has a huge impact upon consumer's mind and even if the
products that are manufactured are sold at high price customer go and purchase their goods. For
example: Samsung is considered as a great competitor of Apple which follows a strategy of
providing customers with low cost phones which have same features just like Apple. Still,
customers are preferring Apple products because of its brand because of its brand and reputation
all over the world.
Moreover, perception of consumers also matter in this, because brand denotes a
reputation about the person who are using its products because it shows status and lifestyle of a
person. For example: Most of the consumer view Apple brand as a product of quality and even if
the prices are high consumer prefer to buy the phone of the same brand. Other than this, while
making a decision customers look at to Six Dimensions of Brand and these are attributes: a
popular brand conveys certain attributes in the minds of customers which is basically of prestige.
Benefits: whether purchasing their products will provide them benefits or not. Values: Under
this, customer tend to find out if a respective brand will add value to their lifestyle or status.
Culture: Response for a brand shows the culture of the targeted audience for example: if
customers are satisfied with the product than it will be beneficial for the organisation or vice-
versa. Personality: Now a days, people opt brand in order to showcase their personality and as
Apple is a renowned company therefore, people believes that purchasing their product will
enhance their personality. User: This shows the number of user who are associated with the
brand.
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Therefore, all the factors that are mentioned above plays a crucial role in putting the
impact on the customer's mind while making any kind of decisions.
Relation amongst brand and consumer decision for Apple
According to the view point of Godey and et. al., (2012), Brand, in the eyes of customers
are perceived quality which are determine by the perception of customers whether the product is
superior in quality or not. Therefore, for most of the consumer brand is the fundamental reason
of purchasing a product. Brand name plays a significant role in capturing the central theme that
are associated with the product or brand. Henceforth, brand name is determine as the effective
source of communicating with customers as through this customer can get influenced and make
decision whether they want to purchase their goods or not.
As Apple is a renowned company and products that are provided by them to its customers
are of best quality. Thus, this is the reason why most of the people prefer buying their electronic
goods. Main reason behind this, is because of Apple perceived quality, moreover, way of
response company gets from its customers also changed the perception and puts an impact on
decision making.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology refers to theoretical and systematic analysis of methods which are
applied to filed of study. It comprised theoretical analysis of body of principles as well as
methods which are related with knowledge branch. It is a procedure to gather data or information
for aim of making effective business decisions. In research, methodology includes surveys,
publication research, interviews and some of the other research techniques which can provide the
historical aspects along with present information.
Type of investigation
It refers to tools which one uses to conduct an investigation. It is most necessary
components of research methodology as it describes an effective method of conduct an
investigation. Under this, qualitative and quantitative are two different research methods. Under
qualitative method, data is measured in terms of quality observing human behavior and opinions.
It is helpful in gain underlying opinions, motivations and reasons. It aids in give an insight in to
issue to create hypothesis or ideas. On the other hand, quantitative research is measured in
context to facts and figures. It is systematic observable research through mathematical,
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computational and statistical technique. Under this, given investigation, researcher uses the
qualitative research method.
Data collection
Data collection refers to a way to gather relevant and accurate information about specific
topic of an investigation. There are two different type of data collection methods primary and
secondary. In primary method, data is gathered for first time period and also not used already.
Different sources of primary data collection tools are questionnaire, interviews, observation,
surveys etc. On the other hand, through secondary method, researcher can gather already
published data from books, journals, internet etc. In context to gather information about specific
topic of research, investigator will use the questionnaire method for primary data collection. It is
helpful in gathering data or information in detailed manner about specific topic of research.
Research analytical techniques
An analytical technique is a method or process for analyze some issue, facts or status.
Usually, these are task and time limited. It is helpful in resolve the particular problem related to
topic. With the help of this, an investigator will be able to analyzing the problems which can be
arise in research and also can develop negative affect on outcomes. Through this, researcher can
make the solution of all problems and also will able to deal with them in significant manner. Gap
analysis is an effective analytical technique which a researcher can intended to be use. It includes
comparison of actual performance with the desired performance. It is explained as topic for
which the missing information or data limited ability to reach a conclusion for question. An
investigation explains as gap that limit capabilities of the decision makers from taking effective
decisions. It is an effective method of determining differences in performance among existing
and desire performance to meet specific objectives of business.
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CHAPTER 4: TIMESCALE AND GANTT CHART
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REFERENCES
Books & Journals
Aaker, D. A. and Biel, A. L., 2013. Brand equity & advertising: advertising's role in building
strong brands. Psychology Press.
Brodie, R. J. And et. al., 2013. Consumer engagement in a virtual brand community: An
exploratory analysis. Journal of business research. 66(1). pp.105-114.
Godey, B. and et. al., 2012. Brand and country-of-origin effect on consumers' decision to
purchase luxury products. Journal of Business research. 65(10). pp.1461-1470.
Horng, J. S. and et. al., 2012. Understanding the impact of culinary brand equity and destination
familiarity on travel intentions. Tourism management. 33(4). pp.815-824.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Lim, Y., Chung, Y. and Weaver, P. A., 2012. The impact of social media on destination
branding: Consumer-generated videos versus destination marketer-generated videos.
Journal of Vacation Marketing. 18(3). pp.197-206.
Plassmann, H., Ramsøy, T. Z. and Milosavljevic, M., 2012. Branding the brain: A critical review
and outlook. Journal of Consumer Psychology. 22(1). pp.18-36.
Schmitt, B., 2012. The consumer psychology of brands. Journal of Consumer Psychology. 22(1).
pp.7-17.
Singh, D., 2013. The brand personality component of brand goodwill: some antecedents and
consequences. Brand equity & advertising: Advertising's role in building strong brands,
pp.83-96.
Solomon, M. R. And et. al., 2014. Consumer behavior: Buying, having, and being (Vol. 10).
London: Pearson.
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PART 2
DATA ANALYSIS
Data analysis describes process of inspection, cleansing, transforming and modelling data
or information with an aim of searching useful information, conclusion as well as supporting the
decision making. Researcher do the analysis of collected data at workplace. In report, in order to
collect the primary data, questionnaire tool to accumulate information in significant manner.
QUESTIONNAIRE
Name:
Age:
Gender:
Contact no.:
Address:
Q1) Are you aware about concept of brand?
a) Yes
b) No
Q2) Does effective brand name help Apple organisation to influencing decision making
power of buyers?
a) Agree
b) Disagree
Q3) What are the various ways through which Apple can make its brand popular among
its target customers?
a) By being innovative
b) By speak customers with a consistent voice
c) By provide great customer service
Q4) Does communication plays a significant role in build positive brand image in the
mind set of customers?
a) Yes
b) No
Q5) Does brand name develop huge influence on overall performance of company at
market place?
8

a) Yes
b) No
Q6) What are major considerations require to develop and maintain a positive brand
within market place?
a) Engagement in PR activities
b) Contribute in public events
c) Compelling and quality content
Q7) What are the major components which impacts on decision making of customers?
a) Quality of product
b) Cost
c) Marketing Campaigns
Q8) What are the main Challenges face by Apple company in management of brand?
a) Meeting customer expectations
b) More competition
c) Customer loyalty
Q9) Why it is important for Apple to build a brand?
a) to meet competitive advantage
b) to meet economic value
c) Provide a stable asset
Q10) To recommend different ways through which firm can influence decision making
process of consumers.
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THEME 1: Aware about concept of brand
Q1) Are you aware about concept of brand? Frequency
Yes 20
No 10
Interpretation: On the basis of mention graph, it has been stated that there are 20 respondents
which said that they know about the brand in a detailed manner but there are 10 respondents
which said that they are not aware about brand in proper manner. So, it is necessary to provide
them knowledge about it.
THEME 2: Brand image helps Apple organization to influencing decision making power of
buyers
Q2) Does effective brand name helps Apple
organisation to influencing decision making
power of buyers?
Frequency
Agree 25
Disagree 5
10
Yes No
0
2
4
6
8
10
12
14
16
18
20
20
10
Column B

Interpretation: According to given graph, there are 25 respondents which said that better brand
name is helpful in influencing the decision making power of customers in an efficient manner.
On the basis of opinion of 5 respondents that they are disagree with this statement and they do
not think that brand name helps in the process of decision making.
THEME 3: Various ways through which Apple can make its brand popular
Q3) What are the various ways through
which Apple can make its brand popular
among its target customers?
Frequency
By being innovative 8
By speak customers with a consistent voice 10
By provide great customer service 12
11
Agree Disagree
0
5
10
15
20
25
25
5
Column B

Interpretation: It is necessary for every business firm to make its brand more popular at market
place. On the basis of 8 respondents that with the help of using innovation in products and
services, firm can make its brand more popular between its target consumers. On the other hand
there are 10 respondents which said that through speak consumers with consistent voice can be
helpful in target more buyers. According to opinion of 12 respondents that if firm will provide
the better consumer service to people then through this they will be interested in firm and with
the help of this company can get the competitive benefits at workplace.
THEME 4: Communication plays a significant role in build positive brand image
Q4) Does communication plays a significant
role in build positive brand image in the
mind set of customers?
Frequency
Yes 22
No 8
12
8
10
12 By being innovative
By speak customers with a
consistent voice
By provide great customer
service

Interpretation: On the basis of opinion of 22 respondents, communication is an essential
element that helps in develop positive image at market place along with in mind of consumers in
a significant manner. On the other hand, there are 8 respondents and according to them it is not
necessary that communication plays an important role in business. There are some other
components through which Apple company can develop its positive image at market for an
instance cost, quality of products and many others.
THEME 5: Brand name develops huge influence on overall performance of company
Q5) Is brand name develop huge influence
on overall performance of company at
market place?
Frequency
Yes 26
No 4
13
Yes No
0
5
10
15
20
25 22
8 Column B

Interpretation: Brand name is helpful in attract more consumers towards firm along with
increase sales. On the basis of view point of 26 respondents that brand name is helpful in develop
more affect on performance of firm in positive manner. On the other hand there are 4
respondents which are not agree with this mention statement.
THEME 6: Major considerations require to develop and maintain a positive brand
Q6) What are major considerations require
to develop and maintain a positive brand
within market place?
Frequency
Contribute in public events 10
Compelling and quality content 2
Engagement in PR activities 18
14
26
4
Yes
No
26
4
Yes
No

Interpretation: At the time of develop as well as maintain business, firm need to include
different consideration. On the basis of view point of 18 respondents that firm can engage in the
PR activities. It will be helpful in develop positive impact on business. On the other hand, there
are 10 respondents which said that quality content is main consideration. It is helpful in develop
along with maintain brand image. According to 10 respondents Contribute in public events is a
major consideration.
THEME 7: Main components which impacts on decision making of customers
Q7) What are the major components which
impacts on decision making of customers?
Frequency
Quality of product 10
Cost 6
Marketing Campaigns 14
15
Funds Expertise knowledge
0
2
4
6
8
10
12
14
16
18
18
12
Column B
10
2
18
Contribute in public events
Compelling and quality content
Engagement in PR activities

Interpretation: It is more complex to convenience customers for purchasing goods and services.
There are 10 respondents which said that quality is a main factor which basically affect on the
process of decision making of customers. If quality of product will be better then, employees will
more focus towards buying. On the other hand 6 respondents are concern about the cost because
high price products negative affect on purchasing decisions. There are 14 respondents which are
agree with marketing campaign because advertisement is an effective way of attracting more
consumers towards firm.
THEME 8: Challenges face by Apple company in management of brand
Q8) What main Challenges face by Apple
company in management of brand?
Frequency
Meeting customer expectations 18
More competition 7
Customer loyalty 5
16
10
6
14 Quality of product
Cost
Marketing Campaigns

Interpretation: In order to managing the brand at market place, there are some challenges which
are faced through Apple company. On the basis of opinion of 18 respondents that meeting
expectations of consumers is a main concern because their demands are changing in short period
of time. On the other hand according to 7 respondents competition is more high at market. So, in
order to compete with strong rivals it needs to be make effective strategy. There are 5
respondents which said loyalty is a main challenge because if brand will not be attractive then
consumers will no longer be loyal.
THEME 9: Important for company to build a brand
Q9) Why it is important for company to
build a brand?
Frequency
Provide competitive advantage 12
Provide economic value 10
Provide a stable asset 8
17
Meeting customer expectations
More competition
Customer loyalty
0
2
4
6
8
10
12
14
16
18
18
7
5 Column B

Interpretation: For an organization, it is necessary to develop a better brand name at market
place. On the basis of view point of 12 respondents that brand helps in provide the competitive
benefits to an organization. On the other hand, there are 10 respondents and they said that brand
is helpful in give the economic value in significant manner. 8 respondents said that if brand name
will be better at market p-lace then it will be helpful in stable assets of firm in long period of
time.
REFLECTION, CONCLUSION & RECOMMENDATION
Conclusion
It has been concluded from above mention report that brand is a name and symbol which
distinguish products or firms from its competitors. Good brand name is necessary to enhance
sales as well as attract large number of consumers towards firm. The brand name also develops
impact on decision making process of customers. They only attract towards the high or big brand
name. Under this mention research studied about the methods of data collection which aids in
gather relevant or accurate information about particular topic. In this, questionnaire has been
prepared through researcher by include different questions concerned with topic. On the other
hand, there has been also studied about the research method that help in conducting research in a
systematic or proper manner. In given research project discussed about the concept of brand for
proper understanding of topic. At market place, Apple is a good brand name and it provides
products and services according to demands of consumers. Its mainly focus is towards satisfying
preferences and needs of customers in an effective manner. If brand will be better at market
18
12
10
8
Provide competitive advantage
Provide economic value
Provide a stable asset