Buyer Behaviour Assignment 1: Consumer Choice of Apple Products

This report delves into the realm of consumer behavior, specifically examining the factors that drive consumers' preference for Apple products and services. It explores both internal and external influences on consumer choices. External factors discussed include cultural beliefs and purchase situations, highlighting how these elements impact consumer decisions. Internal factors, such as attitude and personality, are also analyzed to understand their role in shaping consumer behavior. The report references academic sources to support its claims, providing a comprehensive overview of the reasons behind consumer choices in the context of Apple products. The assignment also touches upon the factors influencing the consumer's decision to upgrade their mobile phones, and how psychological obsolescence plays a key role in this decision.

Consumer behavior 1
Consumer behavior
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Consumer behavior 2
Consumer behavior
Consumers play a bigger role in the field of marketing. Consumer behavior implies to various
taste and preference a household has on a particular product or services. The thesis of the paper
presented entails various consumer behaviors which will influence their choice for a particular
product or services offered in the market by a specific firm. The paper will be based on various
reasons why consumers do prefer Apple products and services.
‘Why do consumers choose apple products?’
Consumer’s taste and preferences may be determined by a number of factors ranging from the
internal factors to external factors on the consumer. Consumers may prefer Apple products thus
based on the type of services and the quality of products they offer to the market. Internal factors
which determine the consumer’s behavior on a particular product can be highlighted as the
personality, attitude and learning perception while external factors on consumer behavior include
culture, purchase situations and group membership.
External factors on consumer behavior
Culture
Cultural beliefs and activities have been pointed out as the major influence on consumer
behavior in choosing which type of service or goods to prefer or buy for their consumption.
According to the question on why do most of the consumers prefer Apple products and services,
the response can be closely related to their cultural beliefs and practices since most of the
consumers will prefer goods and services which their consumptions are culturally accepted as
they abide by the norms and believes of that particular household. (Ertz, Karakas and Sarigöllü,
2016, pg. 3975).

Consumer behavior 3
Purchase situations
Consumers’ purchasing behavior is likely to be affected by the situation one might be in times
of purchase such as nature of their physical environment, emotional state and constraints.
constraints majorly affect the purchasing option of the consumers, for instance, financial
constraints will influence the consumers’ purchasing behavior since they will prefer more
affordable goods based on their current financial status hence the pricing of the Apple products
can be assumed to favorable to most of the households hence are more preferred than other
products from different producers. (Bai, Yao and Dou, 2015, pg. 539).
Internal factors on consumer behavior
Attitude
Consumer attitude entails beliefs, intentions and feelings towards certain product or services
offered by a particular firm. human being beliefs are not always constant hence change with the
situations and types of the products from a given firm, therefore, according to the consumers’
attitude on the Apple products, they will prefer such products in the market despise their prices
due to various factors like quality and type of services they offered to them. (Kim, Youn and
Lee, 2019, pg. 703).
Personality
Each individual is believed to have their own personality based on their chosen kind of lifestyle
hence following each consumer personality in-market platform, their choices for the products
and services to the consumer will be greatly influenced by the personality trait which according
to the market statistic, the traits has favored Apple products and services. (Rivera, Gregory and
Cobos, 2015, pg. 255).

Consumer behavior 4
References
Bai, Y., Yao, Z. and Dou, Y.F., 2015. Effect of social commerce factors on user purchase
behavior: An empirical investigation from renren. com. International Journal of Information
Management, 35(5), pp.538-550.
Ertz, M., Karakas, F. and Sarigöllü, E., 2016. Exploring pro-environmental behaviors of
consumers: An analysis of contextual factors, attitude, and behaviors. Journal of Business
Research, 69(10), pp.3971-3980.
Kim, H., Youn, S. and Lee, D., 2019. The effect of corporate social responsibility reputation on
consumer support for cause-related marketing. Total Quality Management & Business
Excellence, 30(5-6), pp.682-707.
Rivera, M., Gregory, A. and Cobos, L., 2015. Mobile application for the timeshare industry: the
influence of technology experience, usefulness, and attitude on behavioral intentions. Journal of
Hospitality and Tourism Technology, 6(3), pp.242-257.