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Apple consumer behaviour

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Apple consumer behaviour

  1. 1. Presentation on CONSUMER BEHAVOIUR By… SRAVAN DM-13-092 MANASA DARA DM-13-127 NIKITHA P DM-13-107 YELLARI DM-13-090 VIJAY BOLLA DM-13-101 AURORA’S BUSINESS SCHOOL
  2. 2.  Presentation Agenda Apple Inc. – Introduction Consumer Behaviour Factors affecting Consumer Behaviour Brand Loyalty How do they do it? Conclusion
  3. 3. Apple Inc. - Introduction Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976 to develop and sell personal computers. It was named Apple Inc. Apple Inc. is an American multinational technology company headquartered in Cupertino, California that designs, develops, and sells consumer electronic, computer software, and online services.
  4. 4. The company’s hardware products includes the iPhone smartphones, the iPad tablet computer, the Mac personal computer, the iPod portable media player, the apple watch smartwatch, the Apple TV digital media player, and the HomePod smart speaker. Apple’s software includes the MacOS and iOS operating system, the iTunes media player, the Safari web browser, and the iLife and iWork creativity and productivity suites, as well as professional applications.
  5. 5. CONSUMER BEHAVIOUR • Those activities directly involved in obtaining, consuming and disposing of products & services, including the decision process that precede & follow these actions. • Most large companies research consumer buying decisions in great detail to answer questions about what consumers buy, where they buy, how and how much they buy, when they buy, and why they buy. • But learning about the whys of consumer buying behavior is not so easy—the answers are often locked deep within the consumer’s mind.
  6. 6. Factors affecting Consumer Behaviour PSYCHOLO GICAL PERSONALSOCIAL CULTURAL
  7. 7. Cultural Factors Marketers need to understand the role played by the buyer’s culture, sub culture, and social class. • Culture - It is the set of basic values perceptions, wants, and Behaviours learned by a member of society from family and other important institutions. • Subculture - common ethinic, racial or religious background. • Social class – status grouping, i.e. similarities in income, education and occupation.
  8. 8. Social Factors A consumer’s behavior also is influenced by social factors, such as the consumer’s small groups, family, and social roles and status. Groups – A person’s behavior is influenced by many groups. • Primary- family • Secondary- more formal and have less regular interaction Family – It is the most important consumer buying organization in society, and it has been researched extensively. Role and status – activities expected to be perform according to people around them .
  9. 9. Personal Factors • Age & Life cycle Stage • Occupation • Economic situation • Life Style • Personality
  10. 10. Psychological Factors STAGE BRIEF DESCRIPTION 1.PROBLEM RECOGNITION The consumer perceives a need and becomes motivated to solve problem. Motivation 2.INFORMATION SEARCH The consumer searches for information required to make a purchase decision. Perception 3.INFORMATION EVALUATION The consumer compares various brands and products. Attitude Formation 4.DECISION The consumer decides which brand to purchase. Integration 5.POST-PURCHASE EVALUATION The consumer evaluates their purchase decision. Learning
  11. 11. BRAND LOYALITY  Few brands have such intense loyalty as that found in the hearts of core Apple buyers.  At one end are the quietly satisfied Mac users, folks who own a Mac and use it for e-mailing, browsing, and social networking.  At the other extreme, however, are the MacHeads or Macolytes. The Urban Dictionary defines a Macolyte as “one who is fanatically devoted to Apple products.”  Apple knows that, to Apple buyers, a Mac computer or an iPhone is much more than just a piece of electronic equipment. It’s a part of the buyer’s own self- expression and lifestyle — a part of what each person is”
  12. 12. How do they do it? In an interview with Fortune a few years ago, Steve Jobs explained that Apple never does market research. Rather, they simply preoccupy themselves with creating great products. This is what makes it the most innovative company. “It isn't the consumers' job to know what they want. It's hard for [consumers] to tell you what they want when they've never seen anything remotely like it. “
  13. 13. • They do market research on their own customers and what draws them to Apple products in the first place. • And they don’t reveal the result of these research to outsiders because if a competitor were to find out what drives iPhone purchases - whether it be FaceTime, battery life, or Siri - it would serve as an unfair competitive edge to rival companies.
  14. 14. • An analyst says, “Apple is a marketing and creative genius with a rare ability to get inside the imaginations of consumers and understand what will captivate them.” • Apple’s obsession with understanding customers and deepening their Apple experience shows in everything the company does. • Eg: The Apple stores invite shoppers to stay a while, use the equipment, and soak up all of the exciting new technology.
  15. 15. CONCLUSION The Apple example shows that factors at many levels affect consumer buying behavior. Buying behavior is never simple, yet understanding it is an essential task of marketing management and the one who is able to do it successfully, comes out as the winner.
  16. 16. QUESTIONS ???

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