Consumer behaviour : Apple advertising and branding strategies
Safdar, Bilal; Samakanai, Omid (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052415184
https://urn.fi/URN:NBN:fi:amk-2024052415184
Tiivistelmä
This thesis discusses the topics of branding and advertising by Apple Inc. and their impact on consumer behaviour in the smartphone sector. In the context of the contemporary globalized and innovative busi ness environment, such companies as Apple have a significant impact on the market. By means of analysing the branding and advertising techniques used by Apple, this study helps to understand how exactly such a company impacts consumer decision-making processes.
The aim of this thesis was to address the question of how advertising affects Apple users, not only in the sense of promoting a specific product, but in other, more subtle levels as well. Although this thesis focused on the different strategies employed by Apple, the main interest was their impact on consumer behaviour. Methodology used was to study DAGMAR and AIDA consumer psychology models to infer how successful Apple marketing strategies have been and how well these models attract to people’s
curiosity, ignite their interest, and retain their attention.
In this study we have concluded that Apple’s business model and marketing strategies, together with fair-trade and branding, affect the consumer choice to an extent. Like in any other company, different marketing and branding strategies play a role in consumer decision-making process.
The aim of this thesis was to address the question of how advertising affects Apple users, not only in the sense of promoting a specific product, but in other, more subtle levels as well. Although this thesis focused on the different strategies employed by Apple, the main interest was their impact on consumer behaviour. Methodology used was to study DAGMAR and AIDA consumer psychology models to infer how successful Apple marketing strategies have been and how well these models attract to people’s
curiosity, ignite their interest, and retain their attention.
In this study we have concluded that Apple’s business model and marketing strategies, together with fair-trade and branding, affect the consumer choice to an extent. Like in any other company, different marketing and branding strategies play a role in consumer decision-making process.