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Factors Influencing The Customers To Buy APPLE Products

Apple is a successful technology company known for products like the iPhone and iPad. Their success is due to understanding customer behavior based on factors like cultural influences, psychological needs, and situational contexts. Apple targets customer's esteem needs by positioning their high-end products as status symbols. They also understand how personal identity, product quality expectations, and social influences affect customer involvement and purchasing decisions. This insight allows Apple to create motivating marketing strategies that drive loyal customer bases and business success.

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1K views

Factors Influencing The Customers To Buy APPLE Products

Apple is a successful technology company known for products like the iPhone and iPad. Their success is due to understanding customer behavior based on factors like cultural influences, psychological needs, and situational contexts. Apple targets customer's esteem needs by positioning their high-end products as status symbols. They also understand how personal identity, product quality expectations, and social influences affect customer involvement and purchasing decisions. This insight allows Apple to create motivating marketing strategies that drive loyal customer bases and business success.

Uploaded by

kiran kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Factors influencing the customers to buy APPLE Products:

Apple Inc is a technology company which


headquartered in Cupertino, California. It
was established in 1976 by Steve Jobs, Steve
Wozniak as well as Ronald Wayne. Apple
was focus on personal computer and
computer applications for costumers and now
it has gotten success in variety of products for
example iPhone, iPad and iMac, etc.

According to IDC analysis (2015), iPhone took 13.9 percentage of the worldwide smartphone
market share which was following Samsung in 2015 Q2. In addition, Apple keeps to get success
on its big screen mobile phone. The sales volume went up 35 percentage year over year. Also,
Apple has accumulated amount of loyal customers. How Apple could do it? Does any secret hide
in their success?

Apple’s marketing based on customer behavior.


The reason why Apple get such a success is because their insight of customer behavior.

Needs are the basic of purchasing behavior.


Maslow stated there are five levels of human
needs. The most basic one is psychological
need. And then, they are safety needs, social
needs, esteem need. The top one is self-
actualization needs, which is the famous
Maslow’s hierarchy needs theory.
Most products from Apple belong to high-end products because they are high-technique products
and not cheap. According to Maslow’s hierarchy needs, owning an iPhone or an iMac could satisfy
their esteem need. For example, in China, many young people purchase Apple’s products since it
could represent their wealth and status.

Customer involvement
Customer involvement plays a very
important role in marketing which could
influence customers purchasing behavior. It
is also quite necessary during the process of
Apple marketing strategy. There are 3 factors
could affect customer involvement which are
personal factors, product factors and
situational factors.

Personal factors
Personal factors include self-image, personal characteristic, etc. Apple focus on high technique
and fashion. Advertisements of Apple mainly express that Apple’s products instead of fashion and
high-end products. Although the price of Apple is not cheap, there are still many customers would
like to purchase it. Since it could satisfy a well self-image.

Product factors
Product factors means that if there is a perceived risk when they buy a particular brand or products.
This risk is mainly from the quality of products and the expectation of its future price. In terms of
this aspect, IOS system is easy to handle even for a 3-year old baby. Besides that, Apple really do
well in their after-sales service. In addition, the price of Apple’s products hardly to reduce. If there
is a high likelihood that the future price would reduce, customers are not willing to purchase it
now. Therefore, since the price will remain for a long time, customers will buy it at any time as
long as they want.
Situational factors
Situational factor relates to the customer environment. A customer environment relies on social
and physical attributes (2015). For example, if peers around a customer are all using iPhone, iPad
or iMac, the customer is easy to be affected by those peers, which motivate that customer to
purchase Apple’s products. A person in this world is not individual. Therefore, their motivation,
decision, and process of purchasing behavior is easily to be influenced by situational factors.

So, besides customer involvement, these other factors could influence customer behavior:

Cultural factors
Cultural factor comes from different parts associated to culture or cultural environment about that
customers belong to. American culture is a kind of multi-culture. It shows freedom and creation.
Apple keeps focusing on creation. Because of its creation, it represents new things and fashion.
That is why it can occupy such big market share.

Psychological factors

In terms of psychological factors, Apple


mainly uses following 4 aspects in its
marketing strategy in order to influence
customer behavior, which are motivation,
sensation and perception, learning and
memory, beliefs and attitudes.

To grow sales and encourage purchasing behavior, Apple is trying to create a need in customers’
mind and guide customers produce purchase motivation.
Apple also use sensation and perception to motivate customer behavior. For example, in terms of
visual, the big screen and extreme thin body could catch customers’ eyes. Its fashion appearance
especially metal shell attracts many young and character people.

Learning and memory through action. People learn while they act. If customers have good
experience while they purchase some products, there is a high likelihood that they may repeat to
buy is. To keep the loyal customers and expand the new customers, Apple pays attention to spread
their idea by advertisement and provide a good service to no matter online or offline customer so
that can create a good experience for them.

For some customers, Apple is not only a brand, but also a belief. Every time when Apple issue a
new product, there are thousands of people to queue up for it all around the world. Those loyal
customers are also called “Apple fans”.

Conclusion

Consumer behavior marketing is a core competency of any successful organization in the current
business environment. The primary driver at the core of any good strategy is consumer behavior
research providing actionable insight and ensuring business success.

Apple provides an excellent case study of an organization that uses consumer behavior marketing.
Apple is an example of how research leads to successful marketing strategies and tactics. The
result is a distinctive competitive advantage that drives meaningful business results.

The Golden Circle theory explains how Apple and other companies successfully communicate in
a way that resonates with their target audience.

This post gives you the fundamental concepts of consumer behavior marketing and the Golden
Circle theory to help drive bottom-line results for your business.

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