Introduction
Apple
Incorporation, a well-known multinational company, is well-known for its
electronics products along with laptops and computer softwares. It has 363
retail stores throughout the world and has a global sale of almost 16 billion
USD (Perreau, 2013) . This report desc ribes consumer’s
decision making process while pur chasing a laptop and Consumer’s attitude
towards the Apple iMac laptops which will help the Apple Corporation to prepare
the marketing plan for iMac Laptops.
Consumer Decision Making process for Apple iMac
Consumer
decision making includes the following processes while purchasing Apple iMac
laptops.
Budget
The
first thing that consumers see is, budget . Budget is very important in deciding
if the product should be bought or not(Kotl er, 2010) . Apple iMac is really an expensive
product available in the market. Its lowest range starts from very high prizes.
Thus, Apple iMac laptops may not be in the budget range of most of the
customers.
The
laptop should have the features that the customers want in their laptop. These
features should be according to the customers need and requirements. Apple
provides a wide range of features according to various professions and
purposes. The main features that the customer will focus is, on the size of
hard disk, RAM, processor and processing speed, graphics card, USB ports etc. (Reisinger, 2012) .
Compatibility
is also an important factor. Customers are really conscious with the operating
system, as it acts as a platform for various applications and programs in a
computer (Cansu, 2013) .
Operating system also depends on the ease of use. Thus, customers want to
install the operating system according to their comfort.
The
other thing th at the customers considers while purchasing any laptop is its
design and look. Philosophically, design
and look of the laptop should be according to the profession or purpose.
Personally, people want to purchase a laptop which suits their style and
pers onality.
Reliability
of the laptops is also important for the customers. Before buying the laptops
they make it a point to check its reliability as well as the comfort in using
the accessories. Accessories like touchpad, keypad etc. should be soft and
according to the comfort of the users. Reliability is a measure to how much the
computer will work correctly (Perreau, 2013) .
While
purchasing these types of accessories, customers always take recommendation
from other people who used the apple products. Thus, it is also necessary t o
provide the quality service as people will recom mend it only on the basis of
their experience. But it should be noted that Apple iMac has a good reputation
in the market in terms of quality, reliability and comfort (Strategies, 2015) .
Apple
is a well-known popular brand in market for its quality and services. People
like to use Apple iMac laptops available in the market. Apple laptops are
available in the market with wide range of features in terms of memory,
processing speed etc. It satisfies the needs and requirements up to a
satisfactory level (Forbes, 2014) .
Currently, Apple laptops are compatible with most of the opera ting
systems. People feedback supports the reliability and the quality services of
the Apple laptops. The only negative point is that Apple laptop may not be in
the budget of many middle class families. It enhances the image and lifestyle
of the customers as the style and look of the laptop is very beautiful and
Apple brand itself enhances the lifestyle of the people (Harris, 2013) .
The
above report is a market analysis for the Apple iMac laptop. Apple has a strong
brand image among the consumers. Cust omers prefer to purchase the Apple laptops
for its quality, services, features and reliability and rejects is due to
budget. People also think that Apple laptop enhances t he personality of the
people.
References
1.
Forbes, (2014). Here's The Simple Secret To Apple's
Marketing Success. [online] Available at:
http://www.forbes.com/sites/jaysondemers/2014/07/08/heres-the-simple-secret-to -apples-marketing-success/
[Accessed 18 Jan. 2015].
2.
Reisinger, D. (2012). The unspoken truth about Apple.
[online] Fortune. Available at: http://fortune.com/ 2012/07/30/the-unspoken-truth-about-apple/
[Accessed 18 Jan. 2015].
3.
Strategies, 4. (2015). 4.0) Marketing Mix – An Overview of
Apple's Implementation of Marketing Strategies. [online] Academia.edu.
Available at: http://www.academia.edu/5249311/4.0_Marketing_Mix_An_Overview_of_Apples_Implementation_of_Marketing_Strategies
[Accessed 18 Jan. 2015].
4.
Harris, M. (2013). New Product Markets...Create and dominate
them Apple style! 2010 C MO Partners.
5.
Kotler, P. (2010). Marketing
Management 8th ed. London: Pearson publishing house.
6.
Cansu, Copuroglu (2013). American
Academic & Scholarity Research Journal
5 (6) pp. 5-10.
7.
Perreau, F. (2013). The
forces that drive consumer behaviour. Pp 6-41.
