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Marketing Research Essay

1740 words - 7 pages

1. Apple is one of the leading companies in the world, established in 1976, and at the beginning they were producing personal computers, at that time they were incorporated as Apple Computer Inc. Nowadays their brand is very famous and well-known. Currently, they are selling consumer electronics (PCs, laptops, tablets, smartphones, accessories, music, videos, apps, etc.) and provide a lot of services (iTunes, AppStore, “Genius”, customer support, etc.) They are trying to persuade their existing and potential customers to “Think Different” by making revolutionary products and services and thinking extraordinary and out of the gap. And they try to provide them with something unusual, ...view middle of the document...

Second major factor that influence customers’ choice is social, because they are influenced by reference groups, family, friends, etc. Moreover, it is very likely that they will keep on buying Apple products, due to brand loyalty and corporate image, so most of the consumers will repurchase those goods and services. Additionally, USPs influences buyers; they perceive Apple products unique and useful, because they differ from all of their competitors and effects Buyers Black Box by meeting their personal requests and matching individual wants and choice. Company analyzes consumer’s present and past behaviors, gains feedback and tries to predict buyer’s future decisions and provide suitable goods and services. Basically, Apple is taking care about their existing customers by creating brand loyalty, but apart from that they are attracting new customers by predicting their minds. They know what kind of product will interest their present and potential buyers, who and how will use those goods and services, all of this knowledge comes from the consumer’s Black Box and based on factors, which influence buyer decision. For example, in my country, more and more people consume Apple products, because they are influenced psychologically, they need esteem, recognition and equity, considering these some individuals purchase Apple products, and hey influence their friends, family, and colleagues by the word of mouth and these groups want equity, so they are very likely to buy goods and services from Apple. (Apple, 2014), (Wikipedia, 2015), (Kotler, 2010)

3. Decision making process consists of 5 stages: problem recognition, information search, analyzing alternatives, buying decision and past purchase behavior. Decision is based on theory or combination of theories of buying behavior (Personal, Cultural, Social and Psychological). The most important factors that influence Apple consumers are: reference groups and motivation.
People are affected by outside influence on purchases, for example: they buy products from apple to connect and socialize with their people around them. They are motivated by the social and relational needs, because they need to stay in touch with community. They start their information research (internal- reading articles, reviews, etc.; and external-word of mouth), compare goods with competitors and make their final decision. After this, past purchase behavior is taking place, it is very important for the company, because they are dependent on their customers, and they need to make sure that they met the consumers’ expectations, so that they stay satisfied. Past purchase behavior plays an important role for corporations, because it will influence buyers’ next decision, so they need to deal with all the problems and issues quickly and effectively. (Kotler, 2010)

4. Secondary data is a “second-hand” data, gathered and analyzed by someone, which can be useful and related to your current research. There are two...

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