E-Branding:An analysis of Consumer behavior towards Apple

E-Branding:An analysis of Consumer behavior towards Apple Dissertation example
Masters
Dissertation
Marketing
Pages 55 (13805 words)
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E-Branding: An analysis of Consumer behavior towards Apple Abstract The present study analyses the behavior or consumers towards Apple as a brand. The study uses both qualitative as well quantitative research methods to appraise and analyze as to how consumers perceive the brand Apple…

Introduction

Moreover, it sheds light on Apple’s strategies to affect and motivate consumer behavior in its favor. Further, based on the review, it arrives at certain Hypotheses for quantitative research and certain research questions for the qualitative research. The qualitative method used here is Netnography and it specifically analyses Apple as an E brand. Introduction About the company Apple inc., formerly known as Apple Computer inc. is one of the leading companies in the Consumer electronics market. It manufactures a wide variety of consumer electronics. The range of electronics varies from computers to IPods to earphones, which have a unique identity in the market. It is an American multinational corporation, which has its headquarters in Cupertino California. The most popular Hardware products of Apple are the Mac computers, the iPod, the iPhone and the iPad. Its software includes the OSX and iOS operating systems, the itunes media browser, the Safari Web browser and the iLife and iWork creativity and production sites. The word computer was removed from its name on January 9, 2007, which represented a shift in its focus towards consumer electronics, after iPhone was introduced in the market. ...
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