Why people are exited with Apple in these days?

Introduction

Advances in information and communication technologies are constantly changing the way people use and experience technology, which is ever more pervasive in consumers' life. Indeed technology is no longer a matter of “haves” and “have-nots” but of basic services versus advanced ones. As technologies mature and product features become more similar, consumers are often unable or unwilling to differentiate between brands on rational attributes alone (Neumeier, 88-104). Commoditization occurs due to both technology and marketing, either as substitutes or as complementary variables. Such a phenomenon calls for strong brands, in order to win consumer preferences and build a long lasting relationship with them. Differently from consumer goods, brands in the high-technology industry do not focus on the association between products and companies but on what is associated with the brand. Brands are perceived as a warranty not only of the quality and performance but also of the difference and emotional relationship with the product. This study aims to elaborate that why people are exited with Apple Company these days (Morphy, 11-15).

Problem Statement

The volatile nature of the high technology industry, given by the ever-changing demand, requires a lot of attention to marketing tactics (above all, advertising and promotion campaigns) rather than heavy expenditure on technological improvement. Among all the marketing thrusts, brand is one of the most powerful tools to achieve differentiation together, or sometimes in antithesis, with price (Tumbull et al., 2000). Indeed, certain brands substantiate identity and lifestyle providing the product with a stronger value by creating awareness and reducing uncertainty over the product quality. Consumers treat a brand as a useful rule of thumb or as a proxy for quality determining attributes. Thus it is more important and helpful when the quality determining attributes are not available. Brand knowledge, in particular, can affect more than product preferences or product choice alone; it affects the consumption experience itself. It has been observed that people are exited with the apple company. Objective of this research is to determine the factors that are causing this phenomenon.

Hypothesis

H1: Consumer choice and Branding has led people exited with Apple Company

Ethical Issues of Research

Ethical aspect of research should be kept in mind while conducting a research. Violation of research ethics relating to the rights of human subjects, their privacy and confidentiality should not be harmed. Apart from that, they should not be deceived due to their participation.

The Right to be Informed (Informed Consent)

The respondent should be informed and knowledgeable enough about the nature of research being conducted. The person participating in the research must understand the research purpose and must be informed about the fact that the data collected is solely for the purpose of research and nothing else.

The researcher conducting the research should ensure that the organization's present and potential customers are not mistreated in terms of the knowledge they give. The researchers about the purpose of research should inform all the customers so that they can provide valuable information. (Bryman & Bell 2003, ...