Exploring The Aspects That Affect Customer's Decisions to Buy Apple Products in the UK
[Name of the Institute]Abstract
The paper focuses on attitudes and behaviour on the concept of consumer's buying behaviour towards Apple products in the UK. Different consumers have got different decision making processes and preferences. The UK buyer's ultimate goal is to buy the product of qualitative, quantitative with low/best affordable price. In order to identify different kinds of behaviour of consumers towards the buying of new and improved products, and explore the affects of buying behaviour. The identified factors indicated that brand name, quality, cultural influence are few of the prime aspects that influence the buying decision of Apple consumers in the UK. The researcher has carried out buying behaviour of youth and different kind of consumer behaviour models, literature and theory of consumer behaviour. The research design was based upon a review and synthesis of the academic literature and car data, which helped to identify theoretical concepts and hypotheses appropriate for this study.
Table of Content
Abstracti
Introduction1
Problem Statement1
Theoretical Rationale of the Study1
Empirical Rationale of the Study2
Literature Review2
Consumer Behaviour2
Modern Theory of Consumer Buying3
Consumer Behaviour towards New and Improved Apple Products4
Consumer Behaviour in the United Kingdom8
Gap in the Literature and Research Questions10
Research Design and Methodology11
Research philosophy (Ontology and Epistemology)11
Research Approach: Inductive12
Research Design13
Research Methods14
Sampling Method15
Sample size16
Access Issues16
Data Analysis Process16
Validity and Reliability Aspects18
Data18
Qualitative Data18
Quantitative Data19
Discussion19
Interpretation of Data19
Analysis of Questionnaire Responses26
Analysis of Interview Questionnaire27
Instrument27
Research Challenges and Suggestions for Future Research27
Research limitations27
Proposed Critiques on the Research28
Further Research in the Field28
References29
Appendices34
Questionnaire40
Transcripts of Coding41
Reflection on the Research Process42
Exploring The Aspects That Affect Customer's Decisions to Buy Apple Products in the UK
Introduction
Problem Statement
A major focus of this research project will concentrate on four main elements related to consumers that affect their purchasing decision. The first point of interest is the consumer brand awareness. The second point of interest refers to the value that consumers place on innovation regarding the brand (Aaker, 1974, p. 281).
The relevance for exploring this point is that it could facilitate identifying the type of consumer. If the producer knows the type of consumer he is dealing with, then he could improve the decision-making process in the marketing section (Aaker, 1974, p. 281). Subsequently, the consumer's perception of brands is another point of interest, and the importance for exploring this point, is to understand what do consumers think or perceive of certain global brands.
Finally, the last point of interest is the peer endorsement. The importance for exploring this point is to understand if consumers purchase brands because of the need for being identified with someone else (Aaker, 1974, p. 281).
Theoretical Rationale of the Study
A consumer buying behaviour is one of the vital factors that may hurt or build the brand image for an organization. In the UK, consumer buying behaviour has been observed as a train that changes its track on a continuous basis (Blank, 2012, p. n.d.). There have been various aspects related to this changing behaviour. In the light of consumer perception theory, consumer's buying decision has majorly been affected by their self perception ...