CONSUMER BEHAVIOUR

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 ...