Factors influencing buying behavior of Apple’s products
Psychological factors
Psychological factors are key determinants of buying behavior shaped by their motivation, perception about the products, beliefs and attitudes as well as the need for learning. Motivation trigger purchasing behavior among potential buyers such that they develop an urge that presses them enough to consider satisfying their needs. Apple has made significant efforts in motivating buyers to develop some form of purchase intentions through the unique launching of products and manufacturing superior offering. Motivated consumers require that an organization respond to their needs by providing solutions that meet their tastes and preferences. Perceptions is also an element of psychological factors where the buyer utilizes the information gained regarding the products and services offered by Apple then decides whether or not to act. Perceptions are shaped by previous experiences, beliefs and personal characteristics whereby different persons have varying perceptions. The success of Apple is attributed to the fact that it is able to respond attentively to stimuli that may trigger a need from the buyer. Through creative launching of products, Apple attracts the attention of millions of buyers across the globe hence creating an innovative marketing message that is key to enhancing the perception of buyers on the company’s products such as iPhone and Apple Watch. To be able to create a memorable experience for consumers, it is appropriate that Apple realizes the need to rely on marketing information that fit into the existing beliefs and perceptions of the consumers. Psychological factors are also triggered by learning such that adverts change the behavior of individuals as they get exposed. Positive information is key to building positive reinforcement and ability for Apple to attract new customers. Understanding beliefs and attitudes of buyers is also important since it has a bearing on their purchasing behavior. A positive attitude from consumers maintains loyalty since buyers have a strong brand perception and are unlikely to change their minds regarding the level of satisfaction derived from using Apple’s products.
Social factors
Reference groups, social roles, and status are important factors that influence buyers behavior. Social groups at work, in place of residence and leisure groups, affect consumption trends of individuals. Elements in the social groups include; initiators who suggest buying Apple’s products, influencer whose point of view is seen as reliable, the decision maker and the buyer. Social roles and status are also determinant of the buying behavior since roles in professions and the expectation of other people trigger the need for consumers to purchase visible products. Apple through its premium priced products, therefore, fulfills needs of buyers according to their roles and status in the society.
Personal factors
The factors include the characteristics of individuals including their age and way of life, purchasing power and personality. Young consumers are keen on purchasing unique and superior products and are therefore likely to buy more of the Apple’s products. Their lifestyles and the fact that younger consumers prefer trendy products make them an ideal target for advertisements. However, the income and capital also have a bearing on the ability to buy the premium price products offered by Apple. To prove their social status, those with high purchasing power are likely to buy the product. Personality is also important in influencing consumers’ behavior since it reflects the need for creative and innovative products offered by Apple. Apple, on the other hand, shows the image of innovation, creativity, and boldness in its products such that it is able to attract buyers who fulfill such values. Apple’s product make consumers reflect the positive self-image they would like to have which then makes buyers be loyal to the products offered.
Situational factors
Factors such as store designs and layout and store locations are important in influencing buying behavior. Apple creates an atmospheric environment in their stores that trigger the need for customers to satisfy their wants. Unique store environment creates memorable experience among consumers such that they would want to have access to the products of their choice. Crowding in the stores is also a situational factor that triggers consumers to investigate why many people are lining up for the products. Such factors could be brought about by discounts offered at the stores as well as a reflection of the superiority of the products offered and the confidence among consumers that the product will satisfy their needs and expectations.
For consumers with previous experience and knowledge on the use of Apple’s products, they show low involvement decisions when they choose to replace their products with newly launched ones. Such loyal consumers are assured of the superior value of Apple’s product and only require little information and thoughts to make their decision. For instance, frequent buyers who wish to replace their old iPhone with newer ones are assured of additional superiority and are less likely to have a difficult time making the purchase. However, products such as the Mac Book Pro are high involvement products that require customers to seek a lot of information before they make decisions. The costly nature of the product also makes consumers weight the risks that could be involved in their post-purchase thereby triggering high involvement decision among consumers.
Consumer buying behavior
Consumer buying behavior reflects the totality of consumers’ attitudes, intentions, and preferences that define their traits when purchasing products and services. Consumers have to undergo a process in an effort to be sure of buying their preferred products.
The buying process begins with need recognition where consumers realize they have some need to be fulfilled. For buyers who wish to buy electronics, their needs could be triggered by the realization that they need a better phone for communication and other purposes.
The consumers then engage in information search where they gather information from relevant sources including the internet, friends, relatives, and visiting retail stores.
The next stage is the product evaluation stage where the consumers evaluate information gathered and compares it with their needs, preferences and their financial capacity. While evaluating, consumers then narrow down their choices to products that reflect their purchasing power, the need for comfort and efficiency in using the products.
The next stage is making the choice and decision to purchase. The choice of Apple’s products is determined by the need for superior products in terms of reliability and efficiency.
The post-purchase stage is where the consumers make their judgment on the products purchased by measuring the level of satisfaction derived from using the product. Firms like Apple need to follow up on the post purchase behavior to establish reasons for dissatisfaction and the attributes that could have made consumers happy with their purchase.
The disposal stage is the final process where a consumer could decide to buy another product possibly in the upgraded form such as shifting from iPhone 5 to iPhone 6. While disposing off the old product, the users can decide to give it to a friend or relative or sell it as a second-hand product to interested buyers.
References
Brosekhan, Abdul and Muthu Velayutham. "Consumer Buying Behaviour – A Literature Review." Journal of Business and Management (2012): 08-16. Document.
Khaniwale, Manali. "Consumer Buying Behavior." International Journal of Innovation and Scientific Research (2015): 278-286. Document.
Nayeem, Tahmid. "Cultural Influences on Consumer Behaviour." International Journal of Business and Management (2012): 78-84. Document.
Rani, Pinki. "Factors influencing consumer behaviour." International Journal of Curriculum Research (2014): 52-61. Document.
