APPLE

INTRODUCTIONFounded April 1st,1976

Headquarters Cupertino, California USA

Founders Steve Jobs, Steve Wojniak

Industry Computer software Computer hardware Consumer electronics

Vision To become the world wide leader

in computer and mp3 player sales.

MissionApple is committed to bringing the best personal computing, and mobile usage experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and internet offerings.

ProductsiMac ( Personal Computer)

iPod

Apple TV

iPad

MacBook

Our Focus Product iPhone

Apple Smartphone

Launched June 29 2007

Unit Sold 250 Million

Strength of Product :

Sensor

High Quality

Style

Innovative Applications

Social Factors Reference

Greater Influence from Membership & Aspirational Reference Group

Membership: Friends and family

Aspirational: Media and Celebrities

Dissociative Reference Less Rejection Because APPLE is a brand of INNOVATION

But if someone want to use same features he may switch to android phones due to less cost than APPLE

FAMILY Role of Decider Person in family who have knowledge of Apple Products i.e. commonly younger ones

Role of Buyer Person who have ability of purchasing Apple Products

Role of Influencer Little role of influencer because Apple Products are Expensive

Role of User A User have a urge to use Apple Products because of innovative technology

PERSONAL FACTORS OF CONSUMER BEHAVIOUR

Age Targeted Market in age is youth segment from 18-35 Because interest of high-tech innovation

Life Cycle Apple products can be used by any life cycle person having interest of technology or entertainment

Users of iPhone

Under 1818-3535-5050-60

OccupationWhite Collar Apple Products are for white collar persons As it is expensive , sensitive & Innovative Technology based

Blue Collar Due to high prices and difficult technology to understand

Economic Situation

The cure for Apple during the recent recession has not been cost-cutting.  The cure has been for Apple to innovate its way out of the economic downturn

No redesign , reposition , reprice from APPLE to their Products in recession.

Price sensitive people never buys APPLE iPhone

Only Seekers not all of , Strivers & Global Citizens buys Apple iPhone

Life Style

Activities Work , Gaming , internet surfing

Interests Fashion , Family , Entertainment

Opinion Social Issues , Business

Customer don’t just but Apple, they buy the lifestyle that the Apple represent

PersonalityDominance

Sociability

Brand Personality

Excitement ( Daring , intelligent , Imaginative , Up to date & reliable )

Self Concept

Apple slogan is THINK DIFFERENT

What we Are What we have

If you are sharp enough to think different then you must buy APPLE PRODUCT

Apple Products are more advanced, easier to use and designed better than Windows

Thanks