Apple Brand Case Study

An investigation into why consumers buy into Apple brand

• Conspicuous and Symbolic Consumption: how consumers buy into apple brand to project a character or persona onto a society or demographic that reinforce the ideal image of themselves and how others perceive them. The primary focal point of this research is to assess the self-image projected by Apple and how Apple exploits this. In relations to decision making, affiliation, social class and perception. In this instance; if purchases are cleared based on marketing tools, social influence or motivation. • Cognitive Dissonance: After the consumer has chosen to buy into the Apple brand and there is a stage of “remorse” in relations to the opportunity cost of purchasing an alternative

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 INTRODUCTION:

The purpose of this proposal is to exercise the knowledge and understanding of buyer behaviour in responding to the Apple brand and the different stages of purchases involved. Therefore, taking into account what motivates consumers to buy into the apple brand; precisely the reasons for brand consideration and purchases that are made based on complex and intricate symbolic reasons rather than fairly straightforward rational

The decision making process of purchase will be explain as well. An attempt to highlight on how Apple brand consumption can be connected to consumer identity construction. This assumption is based on the idea that consumers use symbolic meanings from wealth to construct and converse their identities. Objects of connection have especially been found to be closely associated with the development of consumer identity. Furthermore, it is often assumed that consumers struggle to keep a true sense of self or personal identity while retaining a feeling of belonging and social identity. This may be rendered through layers of identity, which are composed of individual identity, social identity and the perception of