Posted: May 8th, 2015

buyer behaviour – analyse apple company

Topic : Write a report to analyse apple company. You are to conduct a Consumer Behaviour study of a range of products/services that Apple offers. Essentially, what are the reasons people buy from this company and how can the company best position its offering.

+++ Please restrict to all instruction +++
1. You will need to utilise at least 7 theories from Solomon M, Bamossy G, Askegaard S ,Hogg M K (2010) Consumer Behaviour: A European Perspective ,Prentice Hall/FT ISBN:978-0-273-71726-3 based on chapters 1,3,4,5,6,7 and 9, and applied to the case you have chosen, including recommendations either positive or negative for the organization selected .
2. You will need to refer to a range of current buyer behaviour models and theory, including from – Solomon M.,et al (2014) Consumer Behaviour, A European Perspective
3. The focus is on the consumers, but you will most probably need to assess these through the marketing communications the company uses.
Or you might even like to conduct some primary research and undertake a brief survey of consumers for this company.
4. Use various models/theories and guidelines from Solomon and others to apply to the company you choose.
5. Format of the essay (Apply at least 7 theories from Solomon in the essay )
5.1 Introduction- simply and briefly about the organisation and product/service represented
5.2 Shopping and purchase environment-how is this constructed for the consumer
5.3 Perception- to what extent are consumer perceptions, and perspectives of self, satisfied by the company
5.4 Motivation and values- in what ways does the company influence these motivations
5.5 Attitudes –how does the marketing communications aim to make these positive to their products
5.6 Decision making-in which ways does the company aim to focus this on their product/service
5.7 Conclusion-final summary of your analysis
5.8 Recommendations- for change/continuation of the consumer strategy for your chosen organisation
6. I need you to use all of the references below in the essay
6.1 Arvidsson, A. (2006) Brands. Meaning and value in media culture. London and New York: Routledge.
6.2 Danesi, M. (2006) Brands. New York: Routledge.
6.3 De Chernatony L (2010) From Brand Vision to Brand Evaluation: The strategic process of growing and strengthening brands ,Butterworth-Heinemann
6.4 Elliott, R. and Percy, L. (2007) Strategic Brand Management. Oxford: Oxford University Press.
6.5 Gabriel, Y. and T. Lang (1995) The Unmanageable Consumer. London: Sage.
6.6 Haig, M. (2003) Brand Failures. London: Kogan Page.
6.7 Kapferer, J-N. (2008), The New Strategic Brand Management, Kogan Page.
6.8 Klein, N. (2001) No Logo. London: Flamingo.
6.9 Kornberger, M. (2010) Brand Society: How Brands Transform Management and Lifestyle. Cambridge: Cambridge University Press.
6.10 Malefyt, T.D. and Moeran, B. (2003) Advertising cultures. London: Berg.
6.11 Riezebos, R. (2003) Brand Management: A Theoretical and Practical Approach. Harlow: Prentice Hall.
6.12** Solomon M, Bamossy G, Askegaard S ,Hogg M K (2010) Consumer Behaviour: A European Perspective ,Prentice Hall/FT
ISBN:978-0-273-71726-3