Apple Watch Consumer Buying Process: Marketing and Advertising Factors

This report provides an overview of the Apple Watch and analyzes the consumer buying process for the product. It identifies the type of purchase decision (high involvement) and explains the reasoning behind this classification, relating it to factors like packaging and advertising. The report delves into the consumer's problem recognition, information search, evaluation, store choice, and post-purchase activities. It also explores the marketing and advertising factors that influence consumer behavior, such as emotional attachment, pricing strategies, and brand image, highlighting how Apple leverages these elements to drive purchase decisions. The analysis uses consumer behavior terms and techniques to explain the success of the Apple Watch in the market.

The Apple Watch:Consumer Buying Process 0
Title: The Apple Watch:Consumer Buying Process
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The Apple Watch:Consumer Buying Process 1
Executive Summary
This report provides brief overview on the Apple Watch and gives an account of purchase
involvement for the product. The consumer buying process for the Apple watch has been
summarized. Marketing and advertising factors that result in purchasing behavior has been given
followed by a conclusion.

The Apple Watch:Consumer Buying Process 2
Contents
Introduction......................................................................................................................................3
Consumer Buying Process for the Apple Watch.............................................................................3
Marketing and Advertising Factors.................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................5

The Apple Watch:Consumer Buying Process 3
Introduction
Apple is not a new name in the consumer electronics industry. The Company has a
diverse range of products toits credit and has shown a spark with Apple Watch. The Apple has
changed the perceived line of its and launched Apple Watch in year 2015 December. This
product is targeted for the consumers between the age group of 18 to 65 (Gent, 2014).
Consumer Buying Process for the Apple Watch
1. Problem Recognition-The need for a fitness tracker is recognized by the males and
females due to health issues pertaining in the life. Consumers can leave the phones
anywhere and connecting to an Apple watch can make their life easy.
2. Information Search-the consumers are presented with endless number of options when
searching for data. The information search process is not so complex and can be easily
searched on ecommerce sites, advertisements, magazines etc (
Culiberg & Bajde, 201.
3. Evaluation and Search-How to engage a customer into the purchase of a product like
Apple watch. The consumers show high involvement when perceived with plenty of
things that can be done on a single product-Apple watch. The search for an Apple Watch
starts with evaluating the quality, price, guarantee of the product that convinces a buyer
to purchase a product.
4. Store Choice and Purchase-The purchasing decision for the Apple Watch is dependent
on the point-of-sale, store choices provided. The marketing strategy adopted for
promotion of Apple watch convinces the purchase to make a selection of the store and get

The Apple Watch:Consumer Buying Process 4
emotionally and/or show high or medium involvement towards the Apple products/watch
(Koklic & Vida, 2011).
5. Post-Purchase Activities-The experience with the first time purchase of an Apple watch
allows customer to make a repeated purchase. The persuasion of a customer to make a
repeat purchase is highly dependent on the marketing strategy and advertisement policy
and range of options presented to the customer. When the consumer is offered with a
better price options, this may result in the repeated purchase (Guliyev, 2017).
Marketing and Advertising Factors
The success of an Apple watch is largely dependent on the marketing operations of the
Apple Company. The Apple Company has evaluated the customer base on the demographic and
psychographic factors and launched the product into the market. The emotional attachment or the
perceptions towards the surroundings are the basic elements which, persuades the customer to
make a purchase decision for a product like Apple Watch (Chatzidakis & Mitussis, 2007). What
are the different underlying motives that create an impulse buying behavior? The company has a
strong marketing strategy that creates a customer connectivity and attitude to make a purchase
decision. The pricing strategy of Apple Watch is low pricing model moving to medium and high
pricing models. The level of purchase involvement with the Apple watch is dependent on the
peer groups and motivational factors which influences the customer. A consumer may be
attracted to a wrist watch style, bands and/or the number of activities that can be performed
easily on a wrist watch. The Apple Company has presented the Apple watch with various designs

The Apple Watch:Consumer Buying Process 5
and different combinations and launched new product models. This is a fashion accessory which
has significant technological aspects and has a brand name in the market. The consumer may
show a high involvement with a generic ‘brand’ and may get convinced for making a purchase
decision (Baginski & Weber, 2017).
Conclusion
The key marketing strategy behind the ownership of an apple watch is its marketing
strategy. Apple watch is a premium and delightful product that can execute multiplicity with
decency. The consumers have number of retail outlets via which they can make their purchase.
Apple Company has been preventing the product commodification. Apple watch is adequate for
the needs of the consumers.

The Apple Watch:Consumer Buying Process 6
References
Baginski, J., & Weber, C. (2017). A Consumer Decision-Making Process? Unfolding Energy
Efficiency Decisions of German Owner-Occupiers. SSRN Electronic Journal. doi:
10.2139/ssrn.3023997
Chatzidakis, A., & Mitussis, D. (2007). Computer ethics and consumer ethics: the impact of the
internet on consumers' ethical decision-making process. Journal Of Consumer
Behaviour, 6(5), 305-320. doi: 10.1002/cb.223
Culiberg, B., & Bajde, D. (2013). Consumer recycling: An ethical decision-making
process. Journal Of Consumer Behaviour, 12(6), 449-459. doi: 10.1002/cb.1446
Gent, E. (2014). News: Apple iPhone6 and Apple Watch finally unveiled. Engineering &
Technology, 9(9), 12-12. doi: 10.1049/et.2014.0904
Guliyev, S. (2017). Impact of a Brand on Consumer Decision Making Process. SSRN Electronic
Journal. doi: 10.2139/ssrn.2972590
Koklic, M., & Vida, I. (2011). Consumer strategic decision making and choice process:
prefabricated house purchase. International Journal Of Consumer Studies, 35(6), 634-
643. doi: 10.1111/j.1470-6431.2010.00953.x