Report on Exploring Apple's Consumer Behavior

Yuli Fu

《Frontiers in Economics and Management》 2卷7期 (2021/07) Pp. 108-112

https://doi.org/10.6981/FEM.202107_2(7).0017

摘要

This report analyzes Apple Inc. from four aspects: market strategy, consumer culture, formation of consumer groups, and management and communication by using principles and theories from psychology, sociology and marketing, to determine how these factors support or affect the development of Apple. The study indicates that sensory marketing strategies and advertisements targeting the disability microculture are considered to be Apple's successful marketing strategies, helping it to shape a good brand image and form a unique consumer culture. Moreover, millennials with strong public self-awareness owns the consumer behavior of displaying their ideal self-image through Apple's brand, making them a typical consumer group for Apple.

關鍵字

Sensory Marketing Strategy ； Brand Culture ； Brand Memory ； Customer Loyalty ； Microculture ； Corporate Social Responsibility (CSR) ； Ideal self-congruence ； Observational Learning Theory ； Consumer Management and Communication

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