1. APPLE

2. INTRODUCTION
Founded April 1st,1976
Headquarters Cupertino, California USA
Founders Steve Jobs, Steve Wojniak
Industry Computer software
Computer hardware
Consumer electronics

3. Vision
To become the world wide leader in
computer and mp3 player sales.
Mission
Apple is committed to bringing the best
personal computing, and mobile usage
experience to students, educators,
creative professionals and consumers
around the world through its innovative
hardware, software and internet offerings.

4. Products
iMac ( Personal Computer)
iPod

5. Apple TV
MacBook
iPad

6. Our Focus Product iPhone
Apple Smartphone
Launched June 29 2007
Unit Sold 250 Million
Strength of Product :
Sensor
High Quality
Style
Innovative Applications

7. Social Factors
Reference
Greater Influence from Membership & Aspirational Reference Group
Membership: Friends and family
Aspirational: Media and Celebrities

8. Dissociative Reference
Less Rejection Because APPLE is a brand of INNOVATION
But if someone want to use same features he may switch to android phones
due to less cost than APPLE

9. FAMILY
Role of Decider
Person in family who have knowledge of Apple Products i.e. commonly younger ones
Role of Buyer
Person who have ability of purchasing Apple Products
Role of Influencer
Little role of influencer because Apple Products are Expensive
Role of User
A User have a urge to use Apple Products because of innovative technology

10. PERSONAL FACTORS
OF CONSUMER BEHAVIOUR
Age
Targeted Market in age is youth segment from 18-35 Users of iPhone
Because interest of high-tech innovation
Under 18
18-35
35-50
50-60
Life Cycle
Apple products can be used by any life cycle person
having interest of technology or entertainment

11. Occupation
White Collar
Apple Products are for white collar persons As it is expensive , sensitive
& Innovative Technology based
Blue Collar
Due to high prices and difficult technology to understand

12. Economic Situation
The cure for Apple during the recent recession has not been cost-cutting.
The cure has been for Apple to innovate its way out of the economic downturn
No redesign , reposition , reprice from APPLE to their Products in recession.
Price sensitive people never buys APPLE iPhone
Only Seekers not all of , Strivers & Global Citizens buys Apple iPhone

13. Life Style
Activities
Work , Gaming , internet surfing
Interests
Fashion , Family , Entertainment
Opinion
Social Issues , Business
Customer don’t just but Apple, they buy the lifestyle that the Apple represent

14. Personality
Dominance
Sociability
Brand Personality
Excitement ( Daring , intelligent ,
Imaginative , Up to date
& reliable )

15. Self Concept
What we Are What we have
Apple slogan is THINK DIFFERENT
If you are sharp enough to think different then you must buy
APPLE PRODUCT

16. Apple Products are more advanced, easier
to use and designed better than Windows