An Empirical Study on The Factors Which Influence The Consumption of Apple Product

Abstract

Despite Apple record-breaking sales performance and a high level o f popularity, there are no extensive marketing strategy for the iPhone apart from product and pricing strategies and publicities coursed through tradeshows and media relations. It is worth noting that there is minimal advertising budget for the iPhone. Apple has never advertised this product through print and broadcast media, although it occasionally produces contents for online and social media distribution. For traditional media, consumers are still exposed to advertising messages related to the iPhone delivered through different traditional mediums simply because they are created and paid by network carriers. The main objective o f the present study is to find the factors which influence the consumption o f apple products in the market. From the study, it is found that 80% o f the respondents use Apple outlets because Apple relies on online, direct and retail distribution method so it is importantfor Apple to expand its direct reach through its own stores in a more reachable district. The author suggested that the company must offer price reduction from time to time instead o f not charging premium. Consumers prefer Apple products because Apple is innovative because ofits unique nature and high quality.