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What attracts customers to Apple products?

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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Dated:

ABSTRACT

This paper analyzes the factors that attract people to buy Apple products. In order to take the opinions of customers and to know the reasons due to which they are attracted towards the Apple products, a questionnaire was structured and distributed among consumers to get their responses. The major factors that were tested through questionnaire are trust, reliability, dependability, word of mouth, and confidence and user friendliness of the Apple products. The results were positive. In conclusion, it can be said that, Consumer can be persuaded more easily if they can understand how many important advantages Technology products will provide in their daily lives. If marketers do the job correctly and offer a good deal, consumers will be more likely to adopt Technology products. In other words, consumer needs to be educated about the possible technology products services and benefits that these services can bring to them when adopted into their daily routines.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF FIGURESVII

CHAPTER 01: INTRODUCTION1

1.1. Background of the Study1

1.2. Research Questions2

1.3. Aims and Objectives2

1.4. Significance of the Study3

1.5. Layout of the Dissertation3

CHAPTER 02: LITERATURE REVIEW4

2.1. Introduction4

2.2. Theoretical Description4

2.3. General Information on Building5

2.3.1. Design of Apple Products5

2.3.2. Usability and Interface6

2.3.3. Expectancy of Effort6

2.3.4. Facilitating Conditions8

2.3.5. Confidence8

2.3.6. Behaviour Intention9

2.3.7. Word of Mouth9

2.8. The Geo-Demographic Characteristics10

2.9. Characteristics Psycho Socio Cultures10

2.10. Groups and Opinion Leaders11

2.11. The Individual12

2.12. Comparative Study of Apple and Microsoft12

2.13. Competitors of Apple Inc13

CHAPTER 03: METHODOLOGY14

3.1. Introduction14

3.2. Overview of Quantitative Research Approach14

3.3. Research Method and Design Appropriateness15

3.4. Research Process15

3.5. Participants15

3.6. Research Instrument15

3.7. Informed Consent16

3.8. Confidentiality16

3.9. Validity17

3.10. Reliability18

3.11. Limitations of the Research19

3.11.1. Time Constraints19

3.11.2. Sample size19

3.11.3. Honesty of the Respondents19

3.12. Ethical Considerations19

3.13. Data Analysis20

CHAPTER 04: DISCUSSION AND ANALYSIS21

4.1. Questionnaire Analysis21

4.2. Discussion31

4.2.1. Social Influence into Intention to Use32

4.2.2. Facilitating Condition32

4.2.3. Trust33

4.2.4. Enjoyment33

CHAPTER 05: CONCLUSION35

REFERENCES37

APPENDIX42

Questionnaire42

LIST OF FIGURES

Figure 1: Gender21

Figure 2: Age Group22

Figure 3: What other brand products other than Apple, do you prefer to buy?23

Figure 4: Features of Products that attract you24

Figure 5: Level of trust in Apple products25

Figure 6: Prior Experience has an influence in buying Products26

Figure 7: Confidence in your chosen Products27

Figure 8: User friendliness of Apple Products28

Figure 9: Word of mouth impacts willingness to try products29

Figure 10: Dependability and reliability of the Apple products30

Figure 11: Affordability of Apple Products31

CHAPTER 01: ...