Analyzing Consumer Behavior Influences on Apple Product Choices

This report delves into the realm of consumer behavior, specifically focusing on the factors influencing consumer decisions related to Apple products. It examines the role of lifestyle, personal and group influences, and purchasing power in shaping consumer choices. The report further analyzes the Engel Blackwell Kollat Model, highlighting how Apple's marketing strategies, including information processing, central control unit, and decision-making processes, have successfully engaged consumers. The study emphasizes Apple's innovative approach and how the company has effectively built a strong brand image and consumer loyalty. The report also explores how Apple has adapted to market dynamics and maintained its competitive advantage by understanding and catering to the needs and demands of its consumers, ultimately driving positive consumer behavior. The report concludes by summarizing how Apple has successfully used innovation and understanding consumer behavior to gain market share.

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Consumer Behaviour model .......................................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Consumer behaviour refers to study how individuals, groups and enterprises select
buying, using and disposing the ideas of for goods or services that satisfy their needs and
demands more effectively. It studies the reaction of consumers in market place and underlying
the motive behind those actions. Consumers making the decision depend on various factors are
to be identified by the company for successfully launching their products in the market.
Companies have to identify the needs and wants of consumers and than produce products that
satisfy the needs of consumers. The consumers drive their choices if they find something new
and innovative in market that satisfies their needs. Apple is the best example that drives the
consumer behaviour positively (Javed, Degong and Qadeer, 2019). Innovation and bringing
products out of box has helped the organisation to to frame a unique image in the market. Report
will reveal how consumers behaviour are drive the consumers.
MAIN BODY
Consumer behaviour is highly influenced by factors that drive the decisions of
consumers. Factors that encourage consumer are identified by the marketer before coming with
new products. Purchasing is highly dependent on reasoning and emotions related to the products.
It help to identify the factors influencing the decisions. It is essential for the companies to
understand the behaviour of consumers. Apple has always come out with something new and
innovative that has dragged the attention of people like I pods, I phone and mac book. The factor
that influence the behaviour of consumers are
Life Style
Products and services changed by the by the buyers over their lifetime. Tastes an
preferences of the consumer changes according to the change in their life styles. It drives the
perceptions of the consumers according to the trends that are going in the market. The products
of the apple add to the lifestyle of consumer. Products of apple are considered to be having
standards and are sign of status. A consumer having an apple product is considered to be having
high class. Company has maintained its status by producing quality products in the market. Fr
example consumers having apple mac book are considered to have high lifestyle. (Hossain,
2015).
Personal and Group influences
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It states about the likes and dislikes, morals, priorities and values of the individuals.
Industries like technology influenced by the personal preferences. Every individual has their ow
preferences that are dependent on various factors. Personal opinions and view are important
factor that influences the demand of the product. They are also influenced by groups of people
member in a group encourages or discourages regarding the particular product. The chain
extends to the society at large. Apple has became a big brand name after the invention of I pod
and I phone. I pod was personal preference of large number of individuals a everyone loves
music and it was easy to carry with large storage that helped company to have good market
share. Also the status gained by company encouraged the groups to buy product (Factor
influencing consumer behaviour, 2019).For example the products of apple are also bought out of
influences of groups on positive reviews.
Purchasing Power
Another bur most important factor influencing the decision is purchasing power of the
consumers. Before making any buying decision customer analyse their purchasing capacity as
this factor influences the consumer behaviour to great extent. Excellency of the product will not
work if it is not in reach of people. Companies are required to segment their market depending
on their buying capacities. Products of apple were at cost in reach of people. Sales of apple
products are high due to its new idea and cost (Lang, 2015). After winning the trust of its
consumers they do not shift towards other products ,apple is seeing continuous growth in its
revenues even when company has raised it prices for its product. For example the apple products
are available at high cost only but than also company is having huge customer base. This is
because of the brand image built by the company among its consumers with the existence of
other competitors
Consumer Behaviour model
Engel Blackwell Kollat Model
Model is based over 4 components that are information processing, central control unit, influence
exerted by environment and process of decision making.
Information Processing – it depends on factors acting as stimuli from a marketing & no
marketing perspectives. Model includes attention, exposure, comprehension & retention. Apple
focused on exposing the message, that grabbed the attention of consumers. Consumers
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comprehend the decisions in rational manner. This process imprints the image of the product in
the mind of people.
Central Control Unit - Apple through its previous experiences to consumers gather acquaintance
about the product. Apple evaluated the idea behind the consumer behaviour and than with
combination of invention changed the mindset of people. Than the last thing depends on the
personality that will be reflected on purchasing the product. All the information is processed and
than product are launched in the market. Experience of I pod helped them to gain market share
for I phone.
Decision making process - It refers to identifying the issues, searching internal & external
information, alternatives that are available and than product is finally purchased by the
consumers. Apple made people understand about the product by giving direct information that
influenced the decisions of consumers.
Environmental issues – It includes factors which may influence purchasing decision of
consumers. Income levels of customers, financial status of company highly influence the
decisions of consumers. Apple has gained the market share by growing slowly in the market by
keeping prices of product low and after gaining the significant market share and trust it raised the
prices of product (Consumer Behaviour Model. 2019).
CONCLUSION
From the above study it has been summarized that company has been engaged in bringing
out the most innovative and creative products. This has helped them in enhancing the consumer
behaviour. Firm has also been involved in analysing the needs and demands of customers. This
has helped them in growing. It has also supported them in gaining competitive advantage.
Company has analysed the factors that can influence consumer behaviour. These factors have
included lifestyle, motivation, and purchasing power of people. This has supported company in
establishing their market share. It has supported firm in growing. They have also analysed
individuals demand.
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REFERENCES
Books and Journals
Javed, M. K., Degong, M. and Qadeer, T., 2019. Relation between Chinese consumers’ ethical
perceptions and purchase intentions: a perspective on ethical company/brand management
strategies. Asia Pacific Journal of Marketing and Logistics. 31(3). pp.670-690.
Hossain, A., 2015. An exploratory study on consumer-object relationship of iPhone. European
Journal of Business & Management. 7(4). pp.257-268.
Lang, J. T., 2015. Music and consumer experience. The Wiley Blackwell Encyclopedia of
Consumption and Consumer Studies. pp.1-3.
Online
Factor influencing consumer behaviour. 2019. [Online]. Available through :
<https://www.iresearchservices.com/5-common-factors-influencing-consumer-behavior/>.
Consumer Behaviour Model. 2019. [Online]. Available through :
<https://bbamantra.com/consumer-behaviour-models/>.
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