MINOR PROJECT REPORT

ON
An Impact study on consumer experience and buying behaviours
on purchasing apple inc. products.

Submitted in partial fulfilment for the award of the degree

of BCOM (H.) 2021-2024

Under the guidance of: Submitted by:

Ms. Sakshi Anand Kanika Aggarwal
Assistant Professor BCom (H.)
01512388821

Delhi Institute of Advanced Studies (DIAS)

PLOT NO.6, Sector 25, Rohini, Delhi, 110085
(Approved by AICTE and Affiliated with GGSIP University for BCOM H., BBA, MBA & MBA FA
Programmes.)

1
 STUDENT’S DECLARATION

This is to certify that I have completed this Project title” An impact study on consumer
experience and buying behaviours on purchasing apple inc. products.” under the
guidance of “Ms. SAKSHI ANAND” in partial fulfilment of the requirement of the award of
degree of Bachelor of commerce honours at DELHI INSTITUTE OF ADVANCED STUDIES. This
is an original piece of work and I have not submitted it earlier elsewhere.

2
ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to complete this
minor project report.

I am deeply indebted to my guide MS. SAKSHI ANAND from Delhi Institute of Advanced
Studies whose help, stimulating suggestions and encouragement helped me in all the time
of research and writing of this project.

The learning was immense and valuable.

Kanika Aggarwal

01512388821

3
 CONTENT

S.NO. TOPIC PAGE NO.

1. Certificate
2. Acknowledgement
3. Declaration
4. Chapter-1 introduction
5. Chapter-2 literature review
6. Chapter-3 research methodology
7. Chapter-4 data analysis & interpretation
8. Chapter-5 findings and conclusions
9. Chapter-6 suggestions and limitation
10. References/bibliography
11. Appendix(questionnaire)

4
 CHAPTER-1
INTRODUCTION

5
INTRODUCTION
Customer experience focuses on the relationship between a business and its customers. It
includes every interaction, no matter how brief and even if it does not result in a purchase.
Whether it is a call to a contact centre, exposure to an ad or even something as mundane as
the payment of a bill, every exchange between customers and businesses builds (or
damages) the relationship. Most importantly, it’s how customers view those experiences in
aggregate that matters.

Buyer behavior refers to the decision and acts people undertake to buy products or services
for individual or group use. It’s synonymous with the term “consumer buying behavior,”
which often applies to individual customers in contrast to businesses.

Buyer behavior is the driving force behind any marketing process. Understanding why and
how people decide to purchase this or that product or why they are so loyal to one
particular brand is the number one task for companies that strive for improving their
business model and acquiring more customers. 

TYPES OF BUYER BEHAVIOUR

Source:  Geektonight

6
Complex buying behavior

This type is also called extensive. The customer is highly involved in the buying process and
thorough research before the purchase due to the high degree of economic or psychological
risk. Examples of this type of buying behavior include purchasing expensive goods or
services such as a house, a car, an education course, etc.

Dissonance-reducing buying behavior

Like complex buying behavior, this type presupposes lots of involvement in the buying
process due to the high price or infrequent purchase. People find it difficult to choose
between brands and are afraid they might regret their choice afterward (hence the word
‘dissonance’). 

As a rule, they buy goods without much research based on convenience or available budget.
An example of dissonance-reducing buying behavior may be purchasing a waffle maker. In
this case, a customer won’t think much about which model to use, chousing between a few
brands available. 

Habitual buying behavior

This type of consumer buying behavior is characterized by low involvement in a purchase

decision. A client sees no significant difference among brands and buys habitual goods over
a long period. An example of habitual buying behavior is purchasing everyday products.

Variety seeking behavior

In this case, a customer switches among brands for the sake of variety or curiosity, not
dissatisfaction, demonstrating a low level of involvement. For example, they may buy soap
without putting much thought into it. Next time, they will choose another brand to change
the scent. 

7
Model of consumer buying behavior

The buyer behavior model is a structured step-by-step process. Under the influence of
marketing stimuli (product, price, place, and promotion) and environmental factors
(economic, technological, political, cultural), a customer understands the need to make a
purchase.

The decision-making process they undergo afterward is affected by their characteristics,

such as their beliefs, values, and motivation, resulting in the final decision to either buy or
not to buy. 

1. Need recognition

At the first stage, the buyer recognizes that there is a need for a product or service. For
instance, they might realize that, since their company is growing, manual email outreach is
no longer effective, so they need an email automation solution.

2. Information search

8
After understanding the need for a product or service, the buyer starts looking for
information. They might obtain it from different sources (friends, commercials, mass
media). For example, a prospect may start browsing email automation solutions, read
reviews, etc.

3. Evaluation of alternatives

Once all the necessary information has been gathered, the buyer starts to evaluate a choice.
They might compare key features and pricing, looking for advantages of one tool over all
others.

4. Purchase decision

After evaluation, the buyer makes a purchase decision. For example, they start their free
trial or purchase a paid plan. 

5. Post-purchase evaluation

After purchasing the product or service, the buyer assesses whether it has met their
expectations. At this stage, they might also leave an online review about the purchase or
share their feedback with subscribers, colleagues, or friends. 

9
About company

The company offers products in five functional categories: Japan, America, Europe, Asia
Pacific and stores. Each operating system provides the same hardware and software
products and services as well. covers both North and South America. The European part
includes the countries of Europe and Middle East Africa. The Asian-Pacific part includes
Australia and Asia, but does not include the countries of Europe and the Middle East Africa.
include Japan. .The sales segment uses Apple stores in 13 countries, including the US. Apple
has operated 390 stores covering 250 stores in the US and 140 stores worldwide since
September 29, 2012.

In addition to the above, the company also offers Cloud, its new cloud service, which stores
music, photos, and applications, contacts, calendars. , as well as text and wireless streaming
on multiplies devices, Macs and Windows-based computers. Users can sign up for free
access to iCloud using a device running the iOS 5 or Mac version using the Mac OS X Lion
version. In addition, the company also offers Apple TV which allows customers to watch
movies and television programs on their high-definition television. Content from iTunes,
Netflix, YouTube, and Flickr as well as music, photos, videos, and podcasts from a Mac or
Windows computer can be streamed wirelessly on TV via Apple TV.

Apple provides product support and services through AppleCare. These include software-
based assistance with software products, product and electronic documentation, online
support that includes complete product information and technical assistance, and the
AppleCare Protection Program, a standard payment-based service. cover. two to three years
of phone support and hardware repair and dedicated web-based services.

Customer satisfaction is an important part of improving a company's business operations.

The company needs to change its plan and strategies to attract the buyer based on needs,
preferences and purchase pattern. Customer satisfaction, business time, rating of how the
products and services offered by the company meet or exceed customer expectations. The
challenge of identifying consumer satisfaction is a key factor in the performance of their
company during profit and loss. This research paper describes consumer behaviour in FMGC
in choosing a product to buy.

10
Company
profile

11
Company profile

Apple inc. is one of the most influential companies in technology today, but it wasn’t always
that way. What started out as a one-off hobby machine that a talented electronics wiz built
for himself became the core of one of the largest and most successful computer companies
of all time.

Apple is an American corporation that develops and sells computer electronics, software,
personal computers and portable devices internationally. Founders Steve Jobs, Steve
Wozniak and Ronald Wayne established Apple in 1976, with its incorporation in 1977. Apple
has a history that spans over 30 years, and during that time the company has experienced
its ups and downs in financial performance. It was after 2007 when Apple finally achieved
widespread success with the launch of the iPhone, the iPod touch and the iPad. It is traded
on the NASDAQ under the ticker AAPL. It is also a part of the NASDAQ-100 and S&P 500.

As of August 2012, Apple has 393 retail stores in fourteen countries. Apple is also the third-
largest mobile phone maker after Nokia and Samsung. Recently, it introduced a variety of
new products such as the iPhone 5, iPad mini, iPad 4 and the All-new iMac. The reported net
income of the fourth quarter is about 24% higher than that in the year-ago quarter. Sales of
iPhones represent 58%-unit growth over the year-ago quarter. However, those high
numbers in earnings have not met investors’ expectations. The share price of Apple dropped
after the fourth quarter earnings report and also recently following the iPad mini launch.

Apple Inc. was Steve Paul Jobs (1955-2011), Stephen Gary Wozniak, and Ron Wayne on
April 1, 1976. Founded and named Apple Computer Inc. on January 9, 2007, and changed its
name to Apple Inc., headquartered in Cupertino, California. The company is committed to
developing, designing, and selling personal computers, computer software, consumer
electronics, and online services, and is known for innovation in high-tech companies. The
hardware products are mainly iPhone smartphones, iPad tablets, iPod media players and
Mac computer series; consumer software includes iTunes multimedia browser, iOS, and OSX
operating systems, Safari web browser, life, iWork creative and productivity suite; online
services Including iCloud, App Store and iTunes Store.

12
On December 12, 1980, Apple Inc. publicly listed on the stock market. In 2012, it hit a record
market value of US $ 623.5 billion. In 2014, Apple surpassed Google to become the world's
most valuable brand for the second consecutive year. As of June 2014, Apple has become
the world's largest company by market value for three straight years and ranked No. 15 in
the 2014 Fortune Global 500. Thanks to the strong performance of iPhone6 / 6Plus, Apple
Inc. became the largest manufacturer of the Chinese smartphone market for the first time in
the fourth quarter of 2014. For the first time, the Apple II also has a structure that outputs
mono sound, becoming a masterpiece of personal computers. Apple has made remarkable
achievements in hardware and software development. The successful use of its user-
oriented marketing philosophy and consumer experience marketing strategy has made it
occupy a place in the international market.

Apple is a high-tech computer in the technology industry. Apple Corporation has created
many revolutionary products such as I Pod, I Phone, I Pad, and Apple Watch. It has also
brought many applications and operating systems such as iOS. Apple Corporation has
delivered innovative products to the world, bringing humanistic ideas Injected into the
product makes the relationship between people and technology intimate, each product
exceeds the value of the electronic product itself, but to leave a legacy.

1.Environmental analysis

The five forces that determine the scale and degree of competition in the Apple
industry collectively affect the attractiveness of the industry and the competitive strategic
decisions of existing companies. The five strengths are the competitiveness of existing
competitors in the industry, the ability of potential competitors to enter, the knowledge of
substitutes, the bargaining power of suppliers, and the bargaining power of buyers. The
ability for potential competitors to enter is weaker for Apple because Apple has built keen
brand awareness around the world and has had a large number of loyal customers since
1976. Also, Samsung, Lenovo, HP, and other companies also occupy the remaining market
share. These companies not only have a long history but also have a specific brand power
for users. Therefore, potential competitors cannot challenge Apple in a short time.

13
Competition from competitors is extremely fierce 71 Dell, Hewlett-Packard, and Lenovo
challenge Apple's computer field. Xiaomi, Samsung, and Lenovo are competing with Apple in
the field of mobile phones. Also, Android and Microsoft compete with iOS for the system
market. Suppliers have weaker bargaining power. Apple's strict requirements for products
have left little room for the choice of raw materials. For example, Apple must work with
Qualcomm to reduce costs rather than developing wireless services. The competitiveness of
alternatives is medium. Apple has a group of loyal customers due to quality and brand value.
Still, Apple should not ignore competitors such as Xiaomi, which compete for low-income
consumer markets with high-cost performance. The bargaining power from buyers is more
reliable. Customers can choose similar products from similar electronic brands. Therefore,
although Apple has a high market share, it still needs more innovation in these areas.

2. Marketing strategy

(I) Experiential Marketing

As its name implies, experiential marketing refers to the way of reshaping marketing
in terms of consumers' senses, emotions, thoughts, actions, and connections. Jobs not only
paid attention to the current needs of customers but developed the potential needs of
customers. With the development of the times, people are no longer satisfied with pure
electronic products, and they hope to have unique human and cultural interactions. Apple
surpassed most of the same period. Brand products. Do jobs always think about the user
experience of the product? Every time Apple launches a new product recommendation
meeting, it will choose a theatre full of mystery to promote the product through the form of
a curtain, arousing people's intense curiosity.

1)Product experience of Apple mobile phones. The appearance of Apple mobile

phones is different from other mobile phones. It has a lot of cumbersome buttons. Apple
mobile phones have a simple and elegant appearance and a simple home button. Designed
to make it easy for everyone to use without having to read the manual. (2) The sense of
experience in the Apple phone store. Unlike other mobile phone stores, the interior design
of the Apple mobile phone store is elegant and straightforward, and only uses unique

14
material flooring. Established an open new shopping environment, which made consumers
at that time feel refreshed, which caused the fashion trend at that time and stimulated
consumer impulse. This was also the main reason other similar brands in the environment at
the time were utterly wiped out, and Apple became a hot fashion indicator. (3) Thinking
caused by Apple mobile phones. No brand in history has produced consumer, electronics,
and even business thinking in many areas like Apple. Apple's resistance to the big brother in
advertising in 1984, with the hammer smashing the big screen, also brought people to think,
an electronic product will be an era of innovation and reform.

(II) Hunger Marketing

The reason why Apple's products are so popular is not only because of the
advantages of the products but also mainly due to the control of product strategies. By
adjusting the relationship between supply and demand, they can change the sales price and
obtain profits. No matter how enthusiastic consumers have been since listing, Apple has
maintained limited sales, capitalizing on the pursuit of rare things. Apple products are no
longer just an electronic product but a trend culture. Improper use of hungry marketing
methods can cause serious consequences such as customer churn and brand harm. If used
properly, it will increase the appeal of many brand images to the product. Apple's hungry
marketing is reflected in delays in product launches and limited purchases of products.
Every time before the press conference, the news of the new product is revealed, but the
details of the product are strictly blocked, and the market has not been created before. The
more unknown and mysterious things, the more people want to know the real situation.
Apple has taken advantage of human nature to gain a first-mover advantage. As
management guru, Drucker puts it, "The goal of marketing is to make sales superfluous."
Apple successfully achieved this, and people didn't know anything about Apple until the
press conference, which aroused the desire to buy Apple products. Apple's hungry
marketing is not only that but also limited sales to consumers. The first supply was far less
than consumer demand. Often, a long line was lined up in front of the mobile phone store
the night before the press conference. The Apple mobile phone became a sign of fashion
trends.

15
 (III) Word of mouth marketing

Word-of-mouth communication is the informal interpersonal communication of a

product, brand, organization, and service by a non-commercial sender and receiver with
perceived information. Many research literatures consider word-of-mouth communication
as one of the essential strategies in the market. Apple Corps uses word of mouth to let more
consumers understand and recognize the Apple brand. Psychologists believe that the
influence of friends, consumer experience, mass media, and corporate marketing activities
together constitute the four major factors that affect consumer attitudes. Factor. The key
points of Apple's word-of-mouth marketing are as follows:

(1) Enhance product value. Several Apple products combine advantages not found in
competing products. For example, for iPod, its large display screen is more friendly to
consumers' eyes. Its turntable operation is different from ordinary buttons. What is more
prominent is that I, Pod's music library integrates computer phones and I Pods, creating a
Pioneer of the music industry.

(2) Shaping the brand image. A corporate brand image is the core competitiveness of
an enterprise. Apple creates integrated products that enable people to associate electronic
products with cultural associations, as much as any luxury brand.

(3) Select the appropriate target group. Apple products are personalized products,
facing young people and high-income consumers who are catching up with fresh new things

(IV) Innovative marketing

Why did Apple achieve great success? Before Apple, all so-called star products
were overshadowed. Apple's release of any new product can make Apple "fans" mad
around the world, and the media is rushing to report widely. It can also affect the stock
market and the industry. This is Apple's innovative marketing. In the era of the rise of
personal computers, IBM and Microsoft sold computer hardware separately and made
considerable profits in the beginning. At the same time, Jobs believes that products should
have artistic design and easy-to-use operations and insist on integrating hardware software

16
and services. However, Apple insisted on developing hardware and software alone, which
caused a shortage of capital chain, which was surpassed by other companies such as
Microsoft and Intel. In the mid-1980s, Apple was operating poorly due to closed operations,
a severe deficit, and internal disputes pointed to Jobs, which forced him to leave Apple.
After a lapse of 13 years, Jobs returned to Apple and drastically changed many project
expenditures. Reshaping the brand image and establishing I-series products made the
company out of the financial crisis. What led Apple out of the financial crisis was the I Pod,
launched in 2001. Steve Jobs’ integration concept is vividly reflected on the I Pod. Numerous
music players, video editing software, and other digital products had appeared because they
were too complex to provide users with a good experience. Jobs uses computers as a digital
hub, controlling both hardware and software, and implementing end-to-end integrated
electronics. I Pod's success is I Tunes, which seamlessly connects I Pod and computer,
providing users with a simple, secure, and legal way to download music. I Tunes' success lies
in innovating the business model, making the electronics industry change from product-led
logic to service-oriented logic and people-oriented product setup. Technology meets the
needs and experiences of social construction, and Jobs injects the beauty of humanity into
cold technology. Music companies have never thought of the way of selling singles, only
providing monthly subscriptions, and Jobs allows users to conveniently and legally buy their
favourite music online. Rather than a onetime transaction like electronic product sales
hardware, it resonates with persistent customer interactions. For ten years since the I
series, Apple has always implemented the concept of human science and technology to
continuously design and develop many systems such as I Tunes, apple store, I Books, etc.
This set of business models has created user value and enables this value to be produced
repeatedly.

Apple's high-quality products and excellent brand awareness have attracted more and more
potential customers and strengthened their loyalty. They have grasped the real consumer
needs and pushed social marketing to the extreme. It is not only an electronics company,
but also an outstanding marketing company, and Apple's marketing strategy is continuously
changing and progressing with the times. A company needs to seize market share. The
Android system's market share is increasing year by year, and there is a trend to exceed the
iOS system. Among them, Xiaomi is gradually entering the low consumer market with a little

17
price advantage, becoming China's largest Competitor, technology, and innovation are
Apple's market advantages. Still, we cannot ignore the price of all products. On the one
hand, high rates can bring more profits; on the one hand, Apple will lose the market of low-
income consumers. Apple should introduce more innovation and great design to consumers
and pay more attention to other emerging industries' growth.

Mission

Apple is committed to bringing the best personal computing experience to individuals

around the world through its innovative hardware, easy-to-use software and sleek product
design.

Goals and Objectives

1. To provide customers with high-quality services with a knowledgeable sales staff

2. To bring best user experiences to customers through its innovative products and
technologies

3. To design and develop its own operation systems, hardware, application software and
services.

4. To increase sales volume by opening more stores, launching new products, streamlining
production and using smart marketing tactics.

Stakeholders

Main stakeholders include: investors, customers, employees, communities and competitors.

18
19
 CHAPTER-2
LITERATURE REVIEW

20
 2.LITERATURE REVIEW

Khan, Alam & Alam, (2015) It is a designer, developer, and distributor of electronics, online
services as well as consumer electronics. Apple Inc. has different hardware products, which
are inclusive of iPad tablet computer; Apple watches smartwatch, iPhone smartphone,
Apple TV digital and the Mac personal computer. The company also produces software’s
which includes iTunes, macOS as well as iOS operating systems, iLife and work suites and
other apps like the Logic pro, Xcode and Final Cut Pro.

Khan et al. (2015) It is an industry that uses computing through software, services,
infrastructure as well as hardware’s in different forms to achieve different objectives. The
sector involves the development, implementation, maintenance, and utilization of
information technology. It is an industry that employs close to 5.73 million workers in
technical as well as non-technical positions within the firms. Companies, government
agencies as well as nonprofit organizations have information technology department with
85% of the workers in this unit being technical workers.

Csikszentmihalyi (1975) once proposed the idea of “Flow Experience,” which mainly Means
that if people are fully engaged in the situation, concentrate their attention, and remove
other unrelated consciousness, people will enter a comfortable and immersive State.

Holbrook & Hirschman (1982) believes that the consumer experience is an Emotional
expression and is the customer’s feelings after consuming. This feeling will Affect the
customer’s next consumption tendency.

Abbott (1995) emphasized that Experience is related to consumers and pointed out that all
products are for performing Services. What people need is a satisfying experience, and this
experience is achieved Through activities and is in the human inner world.

Pine & Gilmore (1998) regard consumer experience as a commercial product and believe
that knowledge is a business that uses services as a stage and goods as props to Create
activities worthy of consumer memories.

21
Schmitt (1999) treats experience as an individual event in which an individual responds to
certain stimuli, usually caused by direct observation or participation of the game, and has
nothing to do with the authenticity of the event.

Addis & Holbrook (2001) regarded the consumer experience as personal and purposeful or
the interaction between consumers and products. Subjectivity refers to a person's feelings,
thinking, cognition, and mental state, and will change due to changes in the external
environment. Purposes arise from services, goods, etc. Both will have an impact on the
overall consumer experience, so it is essential for the consumer experience.

Arnold (2002) believes that the consumer experience covers a period, including the three
phases of pre-consumption knowledge, consumption experience, and post-consumption
experience, and these three phases are closely related. Affect consumer loyalty to a product
or service.

Wang Zhengsheng (2003) believes that experience is the beautiful feeling produced by one
person when he or she reaches a certain level of Emotion, physical strength, intelligence, or
even spirit, or the individual responds to Certain stimuli. Feel.

Cui Gaohu (2003) proposed that consumer experience is a Feeling, and this feeling stems
from the active participation of customers in the Experience scenarios provided by
enterprises.

Duan Shaolin (2005) pointed out that Experience is not just a certain appeal of reason or
emotion; it is to create a whole Feeling and bring participants a sense.

Liao Yuchen (2005) believes that experience is an individual’s psychological feeling. It is a

unique, high-intensity, lively, and Inexplicable momentary deep-seated emotion that
transcends general expertise and Knowledge in social life.

Gao shoyu (2005), after researching the coffee chain Consumer experience, proposed that
the consumption process consists of three stages: Input, processing, and output. The
consumer experience belongs to the third stage, the Output stage.

Du Jian gang et al. (2007) conducted an empirical study on team travel. They defined the
consumer experience as a tourist who participates in service Consumption as a member of
the event in a real or virtual scene provided by the Service company.

22
Schmitt (1999) divides experience into five aspects: sensory knowledge, emotional maturity,
thinking experience, action experience, and connected experience. Sensory experience
refers to the formation of perceptual stimuli from sight, hearing, smell, taste, and touch to
form aesthetic pleasure, excitement, beauty, and satisfaction. Emotional experience is
composed of positive and negative emotions and strong feelings. Thinking experiences can
be created by creating surprises, inducing, or stimulating, to attract consumers' attention.

Holbrook (2000) summarized four dimensions of consumer experience from the consumer
experience literature—experience, entertainment, desire for expression, and pleasure to
pass, referred to as 4Es. 4Es contains four major components and twelve types.

Li Jinzhou and Fan Xicheng (2006) conducted an empirical study on the dimensions and
structure of customer service experience and proposed a three-dimensional model of
customer service experience. This model divides customer experience into three
dimensions, namely, emotional expertise, functional expertise, and social experience.

Wen Tao and Hou Teisha (2006) explain the customer experience from two perspectives:
perceived knowledge and emotional maturity when investigating the influencing factors of
customer shopping experience in large department stores. The overall perception of factors
such as service quality: Emotional expertise refers to the personal and psychological-
emotional changes of customers.

Terblanche & Boshoff (2006) surveyed shop consumers in multiple retail industries. Based
on the analysis and study of the survey results, he proposed the In-Store Shopping
Experience (ISE) model. Moreover, the model was discovered by two people based on
surveys in different retail industries. This universality directly proves the validity of the
model.

American scholar h. Asselt divides consumer purchase decisions into four categories based
on the level of consumer involvement and brand differences

23
Ajzen (1991) proposed this theory and successfully applied it in the field of marketing. He
regarded consumers' purchase intention as a planned behaviour, which can predict the
consumers' real purchase behaviour.

Dods (1991) mentioned in the study that customers ultimately have purchasing behaviour
because customers feel that the perceived profit from purchasing the product is higher than
the perceived loss, that is, the greater the perceived value of the customer, the easier it is to
generate purchasing behaviour.

Wu Liang in and Mi Zhongshan (2005) studied the relationship between customers'

perceived value and purchase willingness when buying jewellery products. In the research,
they pointed out that before buying behaviours, customers would weigh their perceived
gains and seen sacrifice.

So young K (2001) and Syndergaard (2005) point 27 out that consumer attitudes will
directly affect consumers' willingness to buy. If consumers' awareness of a product is
positive, then the possibility of generating a desire to purchase the product is very high.
Otherwise, it is less likely.

Kim & Littrell (1999) verified in their research that tourists' attitudes towards tourist
destination cultures are positively affecting their willingness to purchase local souvenirs.

Scholar Howard in 1963 and revised in collaboration with Xia Si in 1969, focuses on
explaining whether consumers will repeatedly purchase the same brand or even the same
product. This model describes consumer purchasing behaviour through four significant
factors: stimulus or input factors, external factors, internal factors, and response or output
factors.

Nicosia proposed the Nicosia model in 1966. In this model, the consumer buying line is
mainly composed of four parts: one is the Consumer's attitude to the product, the other is
the collection of information, and the evaluation of the plan and the third is the
implementation.

24
Literature review conclusion

Chen Jinghui (2002) proposed that the influential factors of impulse purchases can be
divided into product characteristics, consumer characteristics, and situational factors. Based
on the opinions of scholars at home and abroad, the influencing factors of impulsive buying
behaviour are divided into two aspects: personal consumer characteristics and situational
factors.

Beatty & Ferrell (1998) showed in the study that because of the differences between
consumers, the same context has different impulse purchases for different consumers. It
concluded that consumers like shopping degrees and impulse purchase tendencies. The
degree of personal difference has an essential impact on impulse purchases.

Dholakia (2000) studies impulse buying behaviours from the perspective of consumer
values. He proposed that consumer hedonism can affect their impulse buying behaviours
and that the impact is positive. With the deepening of the research on personal consumer
characteristics, scholars are gradually improving and enriching the direction and content of
their consumer characteristics.

Chen Jinghui (2002) and Zhang Yunlin (2009) successfully proposed impulsive traits,
consumer values, degree of loitering, self-control ability, demographic variables, etc. in the
research all personal traits of consumers. The research direction of context factors is
relatively broad and open, which has been a research focus of scholars.

25
 CHAPTER-3
RESEARCH METHODology

26
 3.RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It deals with
the objective of a research study, the method of defining the research problem, the type of
hypothesis formulated, the type of data collected, method used for data collecting and
analyzing the data etc. the methodology includes collection of primary and secondary data.

OBJECTIVES OF THE STUDY

 To understand the concept of An impact study on consumer experience and buying

behaviours on purchasing apple inc. products.
 To determine those factor which influence the buying preference of customer
towards apple inc. the most

RESEARCH PLAN

A research design is a basis of framework, which provides guidelines for the rest of research
process. It is the map of blueprint according to which, the research is to be conducted. The
research design specifies the method of study. Research design is prepared after
formulating the research problem.

The research design used in report is exploratory and the research method used is survey
method. The technique used for survey is the questionnaire technique.

27
 DATA COLLECTION

Data are the raw materials in which marketing research works. The task of data collection
begins after research problem has been defined and research design chalked out. Data
collected are classified into primary data and secondary data.

Sources of Data collection

To do research always we use two sources of data collection . Primary and secondary

Primary source:

It is the source which collects the primary data through Questionnaire and record the raw
data for further analysis, Primary source is used by the face - to - face survey with the
customers of the company.

Secondary Source:

Secondary source is the internet, magazines, and old data files of the research.

DESCRIPTIVE RESEARCH

The study follows descriptive research method. Descriptive studies aims at portraying
accurately the characteristics of a particular group or situation. Descriptive research is
concerned with describing the characteristics of a particular individual or a group. Here the
researcher attempts to present the existing facts by collecting data.

28
CHAPTER-6
LIMITATIONS

29
LIMITATIONS

 Time complexity is yet another limitation.

 Mental status of the users might affect the survey.

30