Consumer Behaviour and Decision Making: Apple MacBook Case Study

This report provides an in-depth analysis of consumer behavior concerning Apple's MacBook. It begins by examining the purchase situation and segmenting the target market, focusing on demographics, geographic locations, and lifestyle factors. The study then delves into the consumer decision-making process, outlining stages from need recognition to post-purchase behavior, and highlighting factors that influence these decisions. Furthermore, it explores motivational theories, such as Maslow's hierarchy of needs, to understand how consumer needs are met through MacBook purchases. The report concludes with recommendations based on the analysis, offering insights into how Apple can enhance its marketing strategies and customer satisfaction. This comprehensive analysis is designed to provide a thorough understanding of consumer behavior in the context of Apple's MacBook.

CONSUMER BEHAVIOUR
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TABLE OF CONTENTS
1. Introduction..................................................................................................................................3
2. Purchase situation and target market...........................................................................................3
2.1 Purchase situation..................................................................................................................3
2.2 Target market Segmentation..................................................................................................4
3. Factors influencing the consumer decision making.....................................................................5
3.1 The consumer decision making process................................................................................5
3.2 Motivational theories on decision making process................................................................7
4. Conclusion...................................................................................................................................9
5. Recommendation.........................................................................................................................9
REFERENCES..............................................................................................................................11
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1. INTRODUCTION
In today’s corporate scenario, analysis of consumer behavior at regular intervals has
become crucial for the growth and success of businesses. Nowadays, the competition among
companies has become so intense that it is no longer easy to attract new customers and retain old
ones (Saeed, Zameer, Awan, & Ullah, 2014). It can be expressed that analysis of consumer
behaviour help organizations to understand the buying behavior of people or customers in the
marketplaces. Based on the information collected, effective strategies are developed by
companies to attract more customers from their target market segment.
The purpose of present study is to explore the consumer behavior towards a particular product
which is Apple’s MacBook. Furthermore, the researcher will emphasize on identifying the key
internal factors which influence decision making process of customers. Some recommendations
are also provided based on the analysis carried out on consumer buying behavior.
This study outlines the target market and existing purchase situation of Apple MacBook. In
addition to this, the entire process of decision making with regards to the product selected is also
mentioned in this study.
2. PURCHASE SITUATION AND TARGET MARKET
2.1 Purchase situation
The product which has been taken into consideration is Apple MacBook which is a form
of notebook manufactured by the leading brand of the world, i.e., Apple. In terms of features or
characteristics, it can be expressed that MacBook is the thinnest and the lightest notebook
available in the marketplace (Maity & Dass, 2014). Integrated with the best quality of
components and seventh generation processor, MacBook has attracted many individuals all
across the world. One of the most interesting facts about MacBook is that it is the only notebook
computer in the world which can operate on both Windows and Mac operating system. Features
such as touch ID and better connectivity has motivated people in the marketplace to choose
MacBook over other computers available in the marketplace. Furthermore, it has the 12-inch
retina display and a battery life of up to 10 hours which is quite impressive. Nowadays, the
battery of mobile and portable devices has emerged as a major concern for working professions,
corporate and other individuals (Li, Linn, & Muehlegger, 2014). It can be stated people in the
market can experience nine hours of wireless web use through MacBook and such type of battery
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life is not offered by other devices in the marketplace. For example, as compared to the other
standard devices present in the market, Apple’s MacBook 35% more powerful battery.
The integration of seventh generation Intel core processor has also resulted in enhancing
the overall processing capabilities of MacBook. At present, the products have been integrated
with Intel core m3, i7 and i5 processors and this has supported in increasing the speed of
processing by 20% (Apple, 2017). The high-resolution display and tactile keyboard are other
features which encourage people in the market to purchase Apple MacBook over another
computer available in the marketplace. It can be expressed that as compared to other products,
MacBook is very expensive as the price range starts from US$999 and above. However, it can be
critically argued that in the long run Macs are considered as cheaper than windows computers
(Lerner, Li, Valdesolo, & Kassam, 2015). The rationale behind this is considered as high resale
value and low cost of maintenance. People buy MacBook for various business purposes, and the
device has been very successful in an accomplishment of those purposes. For example, the
mobility of MacBook makes it very convenient for people and individuals to carry the device
everywhere.
In the present scenario, security of data and information has emerged one of the biggest
issue and threat for all professionals and corporate individuals (Lavergne & Pelletier, 2016).
However, in case of Apple’s MacBook the concern related to security and safety of data becomes
almost zero. The reason behind this is that Apple Company provides the extra layer of added
security on all its devices and thus, it is not at all easy for hackers to hack MacBook and extract
information from the same. In addition to this, MacBook features such as easy enterprise
integration support businessmen and working professionals to carry out a smooth flow of all their
operations and activities (Solomon, 2014). The screen offered by MacBook is very wide, and it
becomes very convenient for people to work up on the same. At present, the company is offering
16: 9 aspect ratio within MacBook.
2.2 Target market Segmentation
Targeting can be defined as the process in which particular group of customers is selected
from the entire market place (Kunter, 2015). Furthermore, the target market of the company
includes people with same buying behavior or needs. However, it can be critically argued that
before going for the process of defining the target market, companies are required to first
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emphasize on defining the market segment. The segmentation of market can be carried out on the
basis of variable such as demographic, geographic, psychographic, behavioral, etc.
In the context of Apple MacBook, it can be asserted that the company has used demographic
and geographic variables for carrying out segmentation of its market. In geographic
segmentation, the brand has targeted markets which include the US and other international
markets (Kaner, 2014). In addition to this, urban density people are mainly targeted by Apple to
sale its MacBook and both male and females are included in this particular segment. On the other
side of this, demographic segmentation of MacBook has been carried out by factors such as age,
life style, income level and occupation. MacBook’s target customer includes people who lie in
the high-income group of the society and these personnel’s mostly fall under the age group of 20
to 45 years. Working Professionals, corporate, managers, students, businessmen, and students are
targeted by Apple to sell its MacBook (Sparks, Perkins, & Buckley, 2013).
3. FACTORS INFLUENCING THE CONSUMER DECISION MAKING
3.1 The consumer decision making process
The decision-making process can be taken into consideration to understand the different
stages through which a customer goes before making a particular decision. It can be expressed
that the purchase decision of customers is based on different criteria’s which need to be taken
care of by businesses (Juster, 2015). Furthermore, neglecting these criteria can result in creating
several obstacles for companies in the context of attracting more customers and even retaining
the old ones. In the modern era, aggressive marketing and advertisement of products and services
are carried out by companies, and the key objective behind such practices is to influence the
buying behavior of people in the market.
The process of customer decision making starts with need recognition wherein customer
identifies their need and demand. Here, the need of people can be purchasing a device that helps
in storage of data and carry out important work. Furthermore, people in the market may also
demand a device which is portable and can be carried anywhere. The need of customers
generally lies between their desired state and current state (Goh, Heng, & Lin, 2013).
Considering the case of Apple MacBook, the need of people can be related to carrying out office
work, education and for playing games. However, the majority of the people buys MacBook and
other related devices with an objective to carry out their work related activities in the most
effective manner. Developing spreadsheets, recoding data, developing presentations, using
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emails, generating reports, etc. are the common needs which can encourage people in the market
or customers to buy such devices (Trueblood, Brown, Heathcote, & Busemeyer, 2013).
The second stage of consumer buying behavior is of information search where customers
or individuals search for information regarding different products and services through which
their needs can be satisfied (Goetsch & Davis, 2014). Considering the present case, customers
can search for information about different personal computers, tablets, and laptops available in
the market place. Furthermore, Asus ZenBook UX330UA, Lenovo ThinkPad X1 Carbon,
Microsoft Surface Laptops and Dell XOS 13 can be considered as the key alternatives of Apple
MacBook. Customers can go through different sources to collect data about different alternatives
available in the marketplace to satisfy their identified needs.
In the third stage, evaluation of the selected alternatives is carried out on the basis of
different variables. Here, variables such as brand name, price, product quality, durability can be
taken into consideration. The customer analyses every alternative available based on the above-
mentioned parameters. In case of MacBook, factors or variables such as nature of processor,
battery life, storage capacity, RAM, design, graphics, and size can also be taken into
consideration to identify the best products among all the available ones. In the fourth stage of
consumer decision making, individual purchases the best and most convenient alternative
available in the marketplace (Glimcher & Fehr, 2013). This decision is generally carried out on
the basis the results which are obtained through evaluation of all alternatives. However, the
decision of purchase cannot be considered as an easy one, and there are different factors which
affect this decision. For example, the financial status of individual may not allow him/her to
purchase the best alternative available. At the same time, this decision is also influenced by
family, friends, and peers. Sometimes, people purchase a particular product because of the
feedback and suggestion provided from their close friends or family members (Vladlena,
Saridakis, Tennakoon, & Ezingeard, 2015).
The last stage in the process of consumer decision making is of post purchase behavior.
Here, customers buy the product and then identify whether his/her need has been satisfied or not.
It can be asserted that companies should emphasize more on this particular stage of customer
decision making (Frederiks, Stenner, & Hobman, 2015 ). The rationale behind this is that factors
such as brand loyalty, word to mouth publicity and repeat purchase rely a lot on the degree of
customer satisfaction. For example, if the need of customer is not satisfied after buying and using
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the product, then it is possible that he/she may not prefer purchasing the product in the future. In
addition to this, negative publicity of the product and service can be carried out by the customer
if the need is not satisfied after buying the product. Such kind of satiations can adversely affect
the overall brand image, sales, and profitability of companies (Felício & Rodrigues, 2015). Thus,
it is required by Apple Inc. to ensure that the customer needs is satisfied in the best possible
manner after buying MacBook. It will help Apple company to encourage repeat purchase and
loyalty among all its customers.
3.2 Motivational theories on decision making process
Maslow needs hierarchy of theory
This theory takes into consideration different type of needs that are associated with the
individual. Further, in this theory different type of needs are present that involves physiological,
safety, belongingness, esteem and self-actualization (Xiang, Magnini, & Fesenmaier, 2015).
Macbook as one of the product lies under the category of luxury which every consumer prefer to
purchase and in turn it allows to satisfy their need. Further, purchase of MacBook as one of the
product allows in satisfying need of esteem whose key factor involve achievement, status, self-
respect, etc. In case if any individual belongs to high class then surely individual will prefer to
purchase MacBook as one of the product (Dootson, Johnston, Beatson, & Lings, 2016). Further,
it is a well-known fact that Apple as one of the brand is popular in the market and consumers
who have high purchasing power prefers to buy products of this company. So, by purchasing
Macbook as one of the product consumers represents their status and this provides them unique
feeling. Further, in case if customers purchase the product of another brand such as Samsung or
any other then it will not provide them same feeling as in case of Apple.
Apart from this, self actualization as one of the needs is also satisfied when any
individual purchase Macbook as one of the product as every individual seeks to accomplish the
goal of personal growth in the form of purchasing high level of commodities. So, Apple as one
of the brand provides them this type of feeling through which self-fulfillment need can be
satisfied in every possible manner (Cantallops & Salvi, New consumer behavior: A review of
research on eWOM and hotels. , 2014). In Maslow hierarchy of need safety, physiological,
esteem, self actualization needs are most important and in the case when they are satisfied then it
directly enhances motivation level of individual in every possible manner. No doubt, Apple
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operates in the market where the competition level is quite high but due to unique attributes
present in its product range company is able to enhance motivation level of its target market.
MacBook as one of the product surely possess a capability to satisfy esteem and self-
fulfilment need of the target market. Purchasing product of Apple as one of the brand generates
the feeling of achievement in any individual as the product range is costly and every individual
cannot afford this product. Therefore, it generates the feeling of self-esteem and achievement in
every possible manner (Brown & Capozza, 2016). Moreover, self-actualization feeling is also
satisfaction as it reflects the personal potential of individual and in case if any product can
purchase Macbook then it indicates that person has strong purchasing power and holds potential
to afford this product. These needs are considered to be most significant in the Maslow
hierarchy. When the product of Apple like Macbook when used then it provides unique feeling to
the individual which is not felt when the product of any other brand is purchased by the
consumer. So, with the help of this theory, it can be stated that Macbook as one of the product
can easily satisfy the need of self-esteem and achievement (Zabkar & Hosta, 2013).
McGuire psychological motive
This theory is also significant in order to understand the concept of motivation where it
identifies 16 motives categorized into four groups that involve cognitive growth, preservation,
affective preservation and affective growth. The motive associated with cognitive preservation
focuses on accomplishing the sense of meaning while maintaining equilibrium. So, consumers
will look for the best personal computer that can satisfy their need, and in this case, Macbook
can surely fit with their requirement as it is associated with the Apple brand (Betsch &
Haberstroh, 2014). Consumers will be surely attracted towards this product after knowing its key
attributes that make it different from other products present in the market. It is possible for the
consumer to easily categorize this product where it can be compared with other products on the
basis of features and price. Apart from this, cognitive growth motive is also crucial as it focuses
on accomplishing a sense of meaning through personal development.
Consumers in the market will search for the best personal computers with advanced
features like some consumers may like computers with fast processors and unique features that
they haven’t heard before. So, in this case purchasing Macbook is one of the best options for
them. Affective preservation motive focuses on achieving personal goals while maintaining
equilibrium. So, displaying the unique features of Macbook is one of the most effective ways to
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highlight their identity (Anderson, Sweeney, Williams, Camm, & Cochran, 2015). Lastly, the
affective growth motive is present which is associated with the motives that focus on
accomplishing personal growth through personal development. In this case, the need for
affiliation is considered to be most common. Individuals prefer to form groups like people who
are the owner of Macbook or are associated with the Apple brand prefers to form the group.
Through this consumer directly tries to share their experience and the level of satisfaction
(Zhang, Zhao, Cheung, & Lee, 2014). So, in this way, these are some of the key motives that are
highlighted with the help of this theory.
4. CONCLUSION
From the above carried out report, it can be concluded that effective targeting and
segmentation is essential for long term growth and success of companies. Furthermore, there are
wide ranges of factors which encourage customers to buy MacBook which is offered by Apple
Inc. For example, better processing, battery life, graphics and light weight are the key features of
MacBook which attracts and motivates people in the market to buy the same. The company has
carried out segmentation of market on the basis of two different variables which are geographic
and demographic. The USA and other international markets are mainly targeted by the company.
On the other hand, the target customer’s falls under age group which is 20 to 45 years and who
belongs to higher income group of the society.
It can be inferred that the customer decision-making process consists of five major stages
which need to be taken care of by companies. However, the businesses such as Apple should
emphasize more on the stage of post purchase behavior. Maslow need hierarchy and Mcguire
psychological motive theories were undertaken in order to understand the concept of consumer
motivation in the better manner. Further, these theories have supported in knowing the range of
motives that are satisfied when the product like MacBook is purchased by the target market.
5. RECOMMENDATION
On the basis of the overall analysis, there are some recommendations to the marketers
through which they can influence the purchase behaviour of target market properly. Firstly, it is
necessary for every marketer to highlight the range of unique attributes present in the product
range. Highlighting features, pricing and another form of characteristics can surely support
companies in retaining its target market for the long period. In short, they have to highlight the
key feature due to which consumer can easily buy their product such as it can deliver value for
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money experience, etc. Secondly, with the help of marketing activity, it is possible for the
marketers to compare their products with those of competitors in the market for instance Apple
can compare specification of its particular product with those of its main competitors such as
Dell or any other brand in the market.
This will also assist in influencing purchasing behaviour of the target market and can
attract customers towards the product. Moreover, the company like Apple can design feedback
system where on continuous basis company can take feedback from its valuable customers and
through this their satisfaction level can be known. Apart from this, it will allow in knowing
whether its products are satisfying the different type of needs of the target market. So, this will
also be advantageous for the business as through this Apple can enhance its customer base.
Offering right information to the right customer is necessary, and it is the duty of marketer to
ensure that promotional messages are delivered to the right market such as high-income class so
that they can respond accordingly in the market.
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