Consumer Profile Infographic: Apple iPhone Customer Analysis MKT301

This report provides a comprehensive consumer profile infographic for Apple iPhone customers, detailing various segments such as demographics, product perception, self-concept, motivational factors, emotions, loyalty status, and current industry trends. It highlights that Apple primarily targets high-end customers who perceive the product as high quality and innovative, contributing to their social status. The report emphasizes the importance of understanding customer motivations, loyalty, and the competitive landscape, particularly from companies like Samsung. The analysis is based on the MKT301 Consumer Behaviour assessment requirements, aiming to provide a clear understanding of the existing iPhone customer base and their buying behavior. Desklib offers students access to similar solved assignments and study resources.

IPHONE CUSTOME
PROFILE
Customers who have a positive attitude and ar
eager to invest in technological innovations wi
purchase the product. The customers mainly
have a positive personality towards the life an
are willing to invest their money so that the
work can be done in a less period of time.
Positive attitude towards life will help
customers in investing in this particular
product (Pollock et al. 2016).
PERSONALITY
Customers are motivated in purchasing
the product, as the product is highly
regarded in the market. The customers
eagerly wait for the company to announce
the features of the next product so that
they can invest and purchase the latest
features that are available within the
industry (O’Meara et al. 2014).
MOTIVATION
The product is of premium quality, as the
new innovations within the smart phone
industry is utilized mainly by the company.
IPhone X is the latest launch in the market
by the company that has attracted wealthy
customers towards it. The product has all
the latest features that is available in the
industry that has given the product a
competitive advantage (Ghosh et al.
2017).
Apple is mostly used by the high-end customers,
as it helps them to be superior within the society.
It attracts mostly customers who have a high level
of income and are businessmen generally. It also
attracts the customers who hold respectable
positions in the company due to its high price that
can be afforded by them (Trusov, Ma and Jamal
2016).
The fourth quarter sale for the
company, 13 percent rise than the
previous products.
PRODUCT
PERCEPTION
$88.3B
LOYALTY
EMOTIONS
The company takes a consumer-centric approach, as it
helps in establishing a relationship with the customers.
The customers can have a self-identity within the
society where they are residing and acts as an
inspiration to others who are also willing to purchase
the product. IPhone becomes a part of the memories of
customers. The customers have a good experience
while using the product due to the latest features that
are present in the product (Quatse et al. 2013).
The customers are loyal towards the product launched
by Apple and the cost of switching over to a new
company is very low. Since the product is purchased by
a niche section of people in the society, they have the
capacity to upgrade to new technologies whenever the
company is launching any new product in the market.
The customers get a better experience than all the other
technologies that are available in the smart phone
industry (Ghosh et al. 2017).
TRENDSThe company has been receiving intense
competition from company like Samsung
who are operating in the overall market as
well. Most of the innovations are being
copied by other companies and are
produced at a cheaper rate and offered to
the customers so that they can purchase it
at a cheaper price (Trusov, Ma and Jamal
2016).
CUSTOMER PERCEPTION
They view the product as high quality due to the
advanced features that are present within the
product. The ompany uses latest technologhies
and innovations so that the product can be
competitive in the market