Consumer Behavior and Marketing Psychology: Apple Product Report

This report provides a detailed analysis of Apple's consumer behavior and marketing strategies. It begins with an executive summary and an overview of Apple's key products, including the iPhone, iPad, and laptops. The report then delves into a critical analysis of Apple's current marketing strategies, focusing on segmentation, targeting, and positioning, as well as competitive advantages and marketing communication mixes. It identifies key findings regarding consumer behavior and the influence of marketing strategies. The report concludes with strategic recommendations for Apple, covering core values, outcomes, and vision, as well as suggestions for continuous innovation and market expansion. The analysis incorporates relevant literature and offers valuable insights into Apple's approach to consumer behavior and marketing.

Running Head: Consumer Behavior and Marketing Psychology
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Consumer Behavior and Marketing Psychology
Apple Product
6/11/2019

Consumer Behavior and Marketing Psychology 1
Contents
Executive Summary.....................................................................................................................................2
Selected product or service overview..........................................................................................................3
Critical analysis...........................................................................................................................................4
Strategic Recommendations........................................................................................................................7
References...................................................................................................................................................9

Consumer Behavior and Marketing Psychology 2
Executive Summary
This assessment has been described as the information of the Apple organization and its
products. The various strategies of the business marketing has been described in this report.
Apple can work in several products formation and the proper overview of the products has been
described in this report. The Apple can make several products like iPhone, iPad, laptops and
many more. In this report it is evaluated that when any new product is launched in the company
then its advertising is also essential. There are the different marketing strategies which the Apple
has adopted such as sales promotion and innovative products in the product. The marketing mix
strate6gies are also adopted by the company so that they can communicate their product new
features to the customers as it is helpful in targeting the customers at the large level. So in this
report it is found that to analyses the consumer behavior of any product is very essential then
only the sales of the product increases.

Consumer Behavior and Marketing Psychology 3
Selected product or service overview
Apple is a multinational company that works in the technology sector. The company
design, develop and sells the electronic items, software of computer and works in providing the
online services. There are many products related with the Apple Company that is an iPhone
smartphone, Apple laptops, Apple iPod tablet, Apple computer, Apple watch, Apple digital
media player and many more (Stark, 2015). Apple software involves much software like macOS,
iOS, and many more. The overview of the Apple products are described below-
iPhone- This is one of the main product of the Apple Company. The Steve Jobs CEO of
the organization has introduced the iPhone in January 2007. iPhone is a combination of the
internet to enable smartphone and iPod (LeBlanc, et. al., 2015). There are various versions of
iPhone comes in the market with year and years like 8 GB, 16GB, 32 GB and many more.
iPod- This is also one of the main product of the Apple organization. Apple introduced
the iPad, which is a form of media tablet. The tablet is used for the interactions with the
multimedia formats like to see photos, videos, e-books, newspapers and many more other
functions. This is a form of smartphone-only but it is not as popular as a smartphone.
Apple Laptop- The Apple Company has a small selection of laptops but all the laptops
produced by Apple has a high price. This is one of the largest selling laptops of the apple
company. The MacBook has included many new features that make the laptop more popular
among consumers.

Consumer Behavior and Marketing Psychology 4
Critical analysis
Company’s current marketing strategy: Apple focuses on the unique value proposition.
Apple has a great market share which gives the competitive advantage. In the technology
industry, Apple is the biggest brand so it helps in generating higher revenue and increases the
brand ranking. There are many products which Apple is offering such as iPod, iTunes, I watch,
Laptops, iPhones, and have the differentiation features so its marketing is very essential. Some of
the marketing strategies of Apple is stated below:
Segmentation targeting and positioning the brand
Apple generally targets majorly three segments. The major focus in targeting the people
is done on the higher class and on the lifestyle segmentation as Apple is the premium brand. The
other segment which is targeted is the urban population who has enough power in buying the
products of Apple (Akkucuk and Esmaeili, 2016). The music lovers are targeted by the company
as IPod and iTunes are generally loved by them. The teenagers and professionals are also
targeted as the Apple tablets, iPhone, MacBook and the other gadgets are used by these people
more often. When the crowd is gathering at a higher level than, they are also targeted by the
Apple Company as products like Apple TV and I watch are used by the people.
Competitive advantage in the Marketing strategy of Apple:
There are many marketing competitive advantage Apple has over its competitors which are
stated below:
 The product of Apple has superior technology products. The product of Apple is the
leaders in the market as they provide the upgraded and high technology (Oyserman,
2016).
 The brand equity of the company is very high as it is taken on the top spot and the
company also has higher revenue over time. The profit margin of the company is very
high as there is a good research and development team.
 The company focuses on giving better technology for the future rather than the present.

Consumer Behavior and Marketing Psychology 5
 The new innovation strategy is adopted by the company so that the development in the
existing product can be done. So a wide range of the innovative products is offered to the
customers who also give competitive advantage (Ma and Abdulai, 2016).
Marketing communication mix: The stance of the company towards the individual
elements such as the sales promotions, print and media advertising, direct marketing and the
personal selling, etc. are used to communicate the marketing message to the targeted customer's
segments. Marketing communication mix is the best element which helps in ensuring the
consistency of the marketing message and helps in promoting the Apple products through the
different form of the sales promotion (Pehlivan, et al., 2011). The main aim of the company is to
make the profit so when the new products are launched then it should be communicated to the
public in an effective manner. With the marketing communication strategy, the company can
offer the product and services of Apple to the final consumers.
Integrated marketing communication: AS it one of the largest companies in the world and
has a high turnover so the reputation of the company is very good. The marketing products of the
company are communicated at the places where the products are going to sell. The marketing
communication tools are coordinated with the organization products and help in decoding the
messages of the products in the proper way (Moser and Raffaelli, 2012).
Free gifts: The Company never offers the free gifts as the part of the marketing strategy but
Apple used to offer the free gifts during the period of the Christmas for the 12 days from the app
store of the company just to make the promotion of the Apple.
Sales material: Apple stores have the creative and the unique element which is designed in
the attractive form so that people can use the Apple products (Newman, 2016). If the point of
sales will be attractive then the users of the higher class and the lifestyle people easily get
attracted to that.
Seasonal sales promotion: Apple uses this marketing strategy so as to attract more
customers. Apple is the wealthiest company so it generally does not offer the discounts. But
when the new generation of any new product is launched then the company authorized the
dealers to discount the existing inventory.

Consumer Behavior and Marketing Psychology 6
Findings: So it is found that marketing is the best way of analyzing consumer behavior
regarding the products of the company. The consumers think differently and their demand for the
products is different so by analyzing the marketing the consumer’s behavior is analyzed. The
effective decision in the company is taken that which product of the Apple are demanded more
by the customers such as Apple iPhone, laptops, iPods is demanded more (Pissonnier, et al.,
2016). It is also analyzed that the point of sales in marketing has a great influence. Apple has a
great infrastructure with the creative and the innovative places so it also attracts the wealthier
class. With the help of the marketing strategies, many products are coming to know by the
consumers which help in building the marketing brand. The main goal of the marketing strategy
is to influence the people to buy the products as they have innovative services and creative
products and also offers updated technologies with the new features. As there are many
competitors in the market so by using this marketing strategy the competitive gain can be
achieved.

Consumer Behavior and Marketing Psychology 7
Strategic Recommendations
There are many recommendations needed by the Apple organization for making proper
growth and profit in the market of electronics organizations. These recommendations can
provide help to the board of directors to make several improvements in the products or any other
features of the company (Carayannis, et. al., 2015). The recommendations are very essential for
the proper growth of the apple company and all of this process makes better productivity and
profitability in the market. The recommendations are very useful in the market of the
organization and these processes can help the company to achieve success in the competitive
market (Lee, et. al., 2012). The several recommendations are discussed below-
 The organization needs to make proper core values- The core values are the essential
process for the organization but the values did not get the credit which they really
deserve. The core values are as important in the business as the success and failure of the
business is depends on the selection of the core values. The board of directors of the
organization needs to make the proper core values of the business so that the organization
works according to the core values (Moroni, et. al., 2015). The core values help the
organization in taking certain decisions regarding the betterment of an organization. The
core values make the employee motivated towards the work.
 The outcomes are properly defined in the business- The board of directors needs to
make the proper outcomes in the business values. The clearly defined outcomes provide
great help in achieving the targets of the organization and to increase the profit in the
market (Arbaugh and Hwang, 2013). The defined outcomes play an important role in the
strategic plan of the organization, which is totally based on the proper growth of the
business. The directors need to explain the proper outcomes to the employees so they
focused on those outcomes only and work as per to achieve the defined outcomes only.
The defined outcomes of the apple organization are to make growth in the international
market.
 The vision of the organization is clear- The vision is one of the best things in the
growth of the organization. The organizational directors need to make the proper vision
of the business so the proper results can be achieved by the organization. The vision is

Consumer Behavior and Marketing Psychology 8
treated as the destination of the organization so the employees need to focus on the vision
statement of the organization (Conforti, et. al., 2015). The vision also includes the goals
of the organization. The directors of the organization need to make the proper vision of
the business and defines the future of the organization. The vision can make the proper
growth of the organization in the competitive market and attract the consumers towards
the product of the organization.
 As per the strategic recommendations, there are other several recommendations, which
improve the different process of the organization and increase the growth in the market.
The organization needs to make continuous innovation in the business to attract
consumers and expand the new ranges of product. The organization needs to make
innovative products to achieve success and the growth in the competitive market (Fill and
Roper, 2012). Apple needs to make the expansion in the emerging markets so that the
customers more rely on the products of the organization. The recommendations need to
make further improvements in the market so that the proper growth can be attained. The
organization needs to explore the different retail channels to increase the sales of the
company and decrease the risk in the emerging markets. The company need not make the
proper branding strategy in the growing market.

Consumer Behavior and Marketing Psychology 9
References
Akkucuk, U., & Esmaeili, J. (2016). The Impact of Brands on Consumer Buying
Behavior. International Journal of Research in Business and Social Science (2147-
4478), 5(4), 1-16.
Arbaugh, J.B. and Hwang, A., (2013). Uses of multivariate analytical techniques in online and
blended business education: An assessment of current practice and recommendations for
future research. Journal of Management Education, 37(2), pp.229-260.
Carayannis, E.G., Sindakis, S. and Walter, C., (2015). Business model innovation as a lever of
organizational sustainability. The Journal of Technology Transfer, 40(1), pp.85-104.
Conforti, R., de Leoni, M., La Rosa, M., van der Aalst, W.M. and ter Hofstede, A.H., (2015). A
recommendation system for predicting risks across multiple business process
instances. Decision Support Systems, 69, pp.1-19.
Fill, C. and Roper, S., (2012). Corporate reputation: brand and communication. Harlow:
Pearson.
LeBlanc, C.J., Linn, C.S., Cafaro, J.P.E., Dutta, L. and Gollakota, S.U., Apple Inc,
(2015). Location based methods, systems, and program products for performing an
action at a user device. U.S. Patent 8,942,729.
Lee, S.M., Olson, D.L. and Trimi, S., (2012). Co-innovation: convergenomics, collaboration, and
co-creation for organizational values. Management decision, 50(5), pp.817-831.
Ma, W., & Abdulai, A. (2016). Does cooperative membership improve household welfare?
Evidence from apple farmers in China. Food Policy, 58, 94-102.
Moroni, I., Arruda, A. and Araujo, K., (2015). The design and technological innovation: how to
understand the growth of startups companies in a competitive business environment.
Procedia Manufacturing, 3, pp.2199-2204.

Consumer Behavior and Marketing Psychology 10
Moser, R., & Raffaelli, R. (2012). Consumer preferences for sustainable production methods in
apple purchasing behaviour: a non‐hypothetical choice experiment. International Journal
of Consumer Studies, 36(2), 141-148.
Newman, N. (2014). Apple iBeacon technology briefing. Journal of Direct, Data and Digital
Marketing Practice, 15(3), 222-225.
Oyserman, D. (2016). Identity‐based motivation and consumer behavior. Journal of Consumer
Psychology, 19(3), 276-279.
Pehlivan, E., Sarican, F., & Berthon, P. (2011). Mining messages: Exploring consumer response
to consumer‐vs. firm‐generated ads. Journal of Consumer Behaviour, 10(6), 313-321.
Pissonnier, S., Lavigne, C., Toubon, J. F., & Le Gal, P. Y. (2016). Factors driving growers’
selection and implementation of an apple crop protection strategy at the farm level. Crop
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Rani, P. (2014). Factors influencing consumer behaviour. International journal of current
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Stark, J., (2015). Product lifecycle management. In Product lifecycle management (Volume
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