Project Report On Apple

CONSUMER BEHAVIOUR PROJECT
PHASE I
ON
GROUP NO.7
JASMEEN KAUR 20PGDM208
KASHISH DABAS 20PGDM210
MANAN CHOPRA 20PGDM215
UNNATI SADANA 20PGDM246
SANKALP SHARMA 20PGDM168
SHANTANU SAXENA 20PGDM236
1
Table of Contents
Sample Profile ....................................................................................................................................... 3

Category Snapshot ................................................................................................................................ 4
Store Details........................................................................................................................................... 5
Evaluation of Store ............................................................................................................................... 7
Website Details ...................................................................................................................................... 8
Journey of a customer ........................................................................................................................ 16
Understanding Consumer Behaviour................................................................................................ 18
Marketing Implications ...................................................................................................................... 21
Suggestions & Recommendations ...................................................................................................... 21
Annexure.............................................................................................................................................. 22
2
Sample Profile
Based on the key demographic information of the respondents, data has been generated to
understand the sample of the target group:
S.No Demographics Respondents

1 Age The average of the couple (husband and wife) was 50-51 years of age.
2 Language Most of the respondents were comfortable in Hindi and English
only.
3 Income The average income of the households was 21 lakhs annually.
Though, this income varied and sometimes was as high as Rs.40
lakhs annually
4 Family Size The family typically consisted of 3 – 5 members – including
children who lived separately
5 Education Most of the respondents had attained some sort of post-graduate

qualification like masters, Ph.D. and LLB
6 Occupation The majority of the respondents were salary class individuals
(doctor, teacher, etc). Some of them were into business or were just
homemakers or even retired professionals.
7 State Most of the respondents were from Delhi and NCR with a few from
Chandigarh
3
Category Snapshot
Category:
The products “iPad and Apple Watch belong to the category of tablets and smartwatches in
wrist-worn wearables respectively in the tech industry. Both of these categories have picked
up in the recent past owing to rising urbanization, changing lifestyles.
Size:
According to a report by CMR research, Apple iPad holds 29% market share in the Indian
tablet market followed by Samsung.
When it comes to Apple Watch it accounts for nearly 36% of the wrist-worn wearables
market. Apple has been leading the market of the smartwatch in India.
Challenges:
With immense opportunities and growing market demand, the competition in the tech
industry has been growing at a pace faster than ever, old as well as emerging market players
want to capitalize on the newly emerging demand for tablets, laptops, and smartwatches
which are making the market highly competitive.
With new entrants coming up with more competitive price models and ground-breaking
innovations and designs it can make difficult for incumbents to retain their market share For
example in the tablet market with the advent of 360-degree laptops with rotatable display and
convertible laptops with a detachable screen is proving to be a good cost-effective alternative
for premium tablets in the market as they have the capacity and capability of a laptop but
comes with the convenience like that of a tablet and in the smartwatches segment new brands
like Boat, Noise, Fitbit, Timex, Oneplus have come up with similarly designed models with
affordable prices which is becoming a great competition for premium smartwatches like that
of apple.
Opportunities:
With the advent of the pandemic, opportunities created by work-from-home (WFH) and
learning-from-home (LFH) created a strong demand in the Indian tablet industry in the Year
2020, as reported by CMR.
A new shift in dependency over tablets in the healthcare sector, enterprises, and home usage
will enable the tablet market growth. Overall Tablet demand is expected to grow in the
coming years driven by the education sector and digital transformation in other sectors of the
Indian Market.
4
Coming to smartwatches the research stated that the huge jump in the market of wearables
may have got to do with e-learning requirements and virtual talks, discussions that entailed
during the Coronavirus restrictions.
The smartwatch market is expected to grow at a CAGR of 14.5% over the forecast period
(2021 - 2026). Moreover, other factors that are predicted to contribute to the growth of the
smartwatch industry include the growing concerns about health in which the wide range of
body and health monitoring capabilities, fitness enthusiasts, sports-persons, gym-goers,
athletes, and even older people are rapidly adopting the use of smartwatches, thereby
boosting the growth and creating future demand for smartwatches in the country.
Store Details
This was an Apple Authorised Reseller; this is a category that comes just under the top
Category of Apple Premium Reseller.
Luxury retailing and is crucial in representing the brand identity and meeting the expectations
of visitors.
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This store seems strategically designed to make customers spend more time browsing and
people help them to get to understand those choices and help them make a decision.
While this is an authorized store, this store has been designed and planned out to influence
the customer into spending more money as they shop and browse and that's away with all
apple and their stores.
Another thing we noticed in the store was the ambient temperature, it was cool and very
refreshing from the mall suffocation.
The iPhones are the main selling products so they are kept right in front and this guides the
people inside, they get to see the product colors and variants from far.
The iPads are kept very near to the iPhones which is a product that people often see. The
Apple watch is kept just behind the phones which are often picked up when buying an
iPhone.
As we were entering, we were greeted very politely, made to sanitize our hands, and before
we could introduce ourselves, we were offered water and asked if we need any help.
The Store is brightly lit with overhead lights on the counters and no area of the store feels
dark
The store is huge too which stocks all their surplus items.
The store has a free flow design and it integrates very well with the idea of luxury selling.
Technical Specifications:
Store Size: 60x80 ft approx.
Store Personnel:
Monday to Friday 4+1
Saturday & Sunday 5+1
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Evaluation of Store
Apple Reseller stores offer a complete range of Macs, iPads, iPhones, iPods, and accessories
—all in one place. All the resellers have a common theme of white and grey in their store
with attractive displays of all products and a well-lit atmosphere. This helps the customers
easily connected with the renowned image of the brand and enhances their purchase
experience while at the store.
• Products and Layout:
The most popular products sold at the stores we visited were iPhones and iPad. The
iPhones were placed on the center counter table and were the first product a customer saw
once he entered the store. This led to getting customers' attention to iPhones and helped
them browse through the product easily. The selling of iPhones and iPads, in turn, led to
an increase in sales of accessories including iPhone covers, chargers, and iPad covers.
The accessories were placed close to the bill desk so that they could easily catch
consumers' eyes while they were getting their bills done.
• Expert Advice:
The store is also an ideal place to get expert advice from the staff employed who is well
trained. If you are a professional user wanting to get more out of your Apple products or
even an amateur looking for some personalized advice before making your big purchase,
visiting the store would be helpful. Consumers can trust the resellers to help find exactly
what they are looking for.
• Demonstrations:
Apple Resellers are also a great place to get a hands-on demonstration on a Mac, iPad, or
iPod, or go through the latest Apple products. People can visit the store and test the
product themselves before they make a purchase.
• Student Discounts:
The store also offers attractive discounts to students, teachers, and universities to
influence learning and help bring their products closer to a student’s budget basket.
While Apple Resellers act as a great booster for customers to browse and buy, there are
certain limitations as well that we observed.
• The stock availability is around 90% for each of the product categories. And while black
and white colors are usually available but stock in other colors might be limited and in
that case, the store might require an additional few day to source and make the particular
color available.
• There is an education discount and Apple offers a discount on HDFC cards. But apart
from that, they do not have a tie-up with any other bank.
8
Website Details
Apple.com (India)
Apple’s website has certain distinct features which makeS it a standout among its peers, and it
is revered heavily. It’s primarily centered around these six features:
1. Clear Navigation
Apple has built a clear hierarchy of information on its website, despite the range of its products
and services. Only eight category options and three distinct symbols are available in the top
navigation bar, making it easy for users to grasp where they can go. Complex menus can make
the user experience more difficult, resulting in greater bounce rates and client churn.
Apple’s website navigation menu is clear and prominent
A sub-menu appears below the top navigation bar on each of its eight main category pages.
This sub-menu functions as a slider, displaying all the products and services that fall under that
category. Due to a simple layout, this secondary navigation bar works.
Apple guarantees that consumers can discover what they're seeking quickly and simply by
incorporating a well-organized and defined navigation system into their website. Apple is a
company that puts the user's experience first by providing simple navigation.
2. Simple Design
A simple and clean website design tends to make a lot of information seem more approachable.
Apple does this through the use of white backdrops and negative space and there is not a lot of
content displayed all at once. Easy colors, typefaces, and pictures help the website appear
structured and simple. Apple keeps its web design basic and easy to understand by not
overloading customers with too much content.
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Apple’s site features a clean, simple design using white backgrounds and negative space
Apple's homepage has a giant slider that highlights new items, as well as a few smaller sections
that promote lesser-known products. Aside from that, the page contains merely a top navigation
bar and a footer. Even product sections of the website with extensive technical specifications,
software, and hardware information are kept simple. The information is spread out enough on
the product page to ensure that just one product highlight is displayed at a time, regardless of
what device you use to view it.
3. High-Quality Images
The amount of photographs on Apple's website isn't very high, but every image is of high
quality. Their images represent their business strategy and aid in the establishment of a
considerable level of consumer trust.
The photography on Apple's website shows their devices in use, typically in situations where
people are utilizing them. They stay away from corny, staged, or heavily edited photographs
because they detract from the design aesthetics.
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All images or photos are high quality and high resolution
4. Modern Style
Apple uses minimalist colors to generate a contemporary look. The site's color palette is
dominated by white, black, and grey, with pops of color highlighting specific features on each
page. Across the site, Apple uses a sleek, sans-serif font. The site has a lot of negative space;
at any one time, the majority of the top layer is a white background.
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Apple has a modern style with minimalist colors and lots of white space
Because Apple is a modern company that produces breakthrough technology items and is
continually seeking to revolutionize the market, a modern design website works for them.
5. Brand and Design Continuity
Any website's consistency is crucial. When different fonts and colors are used on different
pages of a website, the purpose of each page becomes less clear, making it difficult to express
a brand image.
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Apple maintains consistent branding across multiple products and pages
Even though Apple has a vast website with thousands of pages, each page is always identifiable
as belonging to Apple. While some pages or subsections of the site may have their appearance
or functionality, the Apple brand is maintained throughout.
Components of website
1. Homepage and Category
Apple has a swift navigation system that is the basis of a good user experience. The Homepage
consists of eight category options –
● Store
● Mac
● iPad
● iPhone
● Watch
● TV
● Music
● Support
Each of these categories leads to the opening of a sub-menu that consists of all the products in
that category.
2. On-Site Search
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On-site search eases the user’s navigation through the website by providing them with the
appropriate search results within the website. It has a search autocomplete feature embedded
within the on-site search.
3. Product Lists & Filtering
All the Apple products and services are available in listed form on the website. They are sorted
by the type of product and by their categories and include tools for filtering, sorting, and
comparing the items.
4. Product Page
Each of the products has a separate product page on the website. These pages can be navigated
through the submenu and contain details about the product including the technical
specifications.
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5. Cart and Checkout
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The checkout page is the final stage in the purchase experience of the customer. It displays all
the products added by the user in the cart along with the selected technical specifications. On
top of the screen is the total amount of cart and the amount to be installed if the option of
EMI is selected.
Journey of a customer
Offline (Store Visit)
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(Online)
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Understanding Consumer Behaviour
Pre-purchase:
· Needs and Motivation: According to the respondents most of them chose Apple because of
its convenience and how it was well integrated with their existing Apple iPhone. The
ecosystem was particularly an important factor and this coupled with the luxury appeal of
Apple made them go for the Apple watch or the iPad.
· Attention and perception: The brand image of Apple and also its well-known reliability was
a key factor in encouraging the respondents to buy Apple products. This coupled with the
idea that it was a one-time buy made them okay with the idea of spending a sizable amount
on a tech gadget.
· Information Search: Minimal evaluation of alternatives was done but search within the
catalog of the Apple products was done. For eg, Looking at various iPad options such as the
mini or the pro, differentiating between the case-sizes of the Apple watch was done.
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Purchase Decision:
· Level of engagement for iPad – The level of engagement for most of the respondents was
medium. They were highly involved in deciding the color and memory size as well as the
variant to go for, they often visited the store to evaluate the differences between variants and
make the final decision. The level of engagement indicates how involved a person is in the
entire process.
· Level of engagement for Apple watch – The level of engagement for most of the
respondents was high. They were highly involved in deciding which watch to go for be it a
luxury watch, fitness watch, or other smartwatches, they often visit the store to evaluate the
compatibility with their phones and decided on which edition to go for i.e., series and the
case-size of the watch (40mm vs 38mm). They also try and see which watch suits their wrists
the best and often try various models before selecting the final watch. The level of
engagement indicates how involved a person is in the entire proves.
Risks associated:
o Financial Risk – The respondents were generally earning good and the level
of financial risk was not present.
o Personal Risk – Personal risk relates to losing something of value and this was
established while interacting with the clients.
o Physical Risk – Physical risks are associated with product quality. Quality of
the product was not the factor that people were considering while purchasing,
hence physical risk was not present.
o Legal Risk – Since the products are considered a luxury, legal risks could
involve voiding warranty and insurance not being covered. While speaking
with the respondents, we did not find legal risk to be present.
o Social Risk – Social risk is something that affects the communities that the
individuals live in. Social risk as a factor could not be established during the
interaction with the clients.
o Time Risk – Since a majority of the individuals were highly involved in the
entire process and took a lot of time in making decisions, hence time risk is
present
o Effort Risk – It involves some efforts to decide on the various decisions and
finally decide on what to buy, hence effort risk is moderately present.
Consumer choice process :
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o Affective-based choice – In a company like Apple where the brand evokes a
sense of liking and quality, the marketing of its products uses these to its
advantage. The brand focuses on how a consumer feels when buying an Apple
product and this makes them connected to the product and the entire
ecosystem. Marketers focus on how the consumers will feel during the time
the activity is being done. Thus, the affective-based choice is present.
o Attitude-based choice – It involves focussing on the brand and overall

performance rather than specific features. The respondents were not very
particular about the features but were generally concerned with how it ties in
with their existing purchases. Hence, the attitude-based choice is present.
o Attribute-based choice – While generally purchasing an expensive gadget like

a watch or a tablet there are many factors or specifications to be considered
but in the case of Apple, people tend to not dive deep into the specifications
but the overall function of the product. Thus, the attribute-based choice was
not present.
Decision making :
There are 3 types of decision-making – nominal, limited, and extended.
Most of the respondents were moderate to highly involved in the entire decision-making
process. Thus, the level of decision-making was extended. They were moderately involved
in evaluating the various features and then selecting the best variants according to their
choice. They looked at the variants of the iPad and Apple watch and then after making up
their mind they went with the final purchase.
Decision rule:
● Disjunctive decision rule – This rule states the minimum parameter for each
important attribute. Most of our respondents followed this rule in the sense that they
wanted the watch or the iPad to perform a particular function well and there was
always an underlying requirement. This made them have a parameter for their
purchase and were highly involved in the final decision.
● Lexicographic decision rule – The parameters were then ranked with what is the
most important criteria for purchasing the product. Consumers usually used this
decision criteria to distinguish between the variants of either the Apple Watch or the
iPad.
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Marketing Implications
Because of the exclusivity policy, Apple Inc. has a small distribution network. The
corporation, for example, picks authorized sellers of its products, such as Apple iPhones and
Macs, with care. This exclusivity strategy restricts the company's market reach, making its
consumer gadgets unavailable in some places. Despite the benefits of exclusivity, such as
Apple's tight control over product distribution, this flaw exists. Furthermore, the technology
company's sales reliance on high-end market segments is a vulnerability due to its premium
pricing approach. High costs appeal to customers in the middle- and upper-income brackets,
but low-income customers are unable to afford Apple's consumer products. Because high-end
segments account for a small portion of the global market, this internal strategic aspect is a
vulnerability. Apple Inc. 's pricing and distribution methods impose restrictions or
vulnerabilities in the business.
Suggestions & Recommendations
1. Due to the limited distribution network, the product penetration in the market is low.
With an increasing middle-class segment in lower-tier cities as well, the product has a
status symbol appeal which can attract these customers and hence increase the sales of
the product.
2. Due to the high dependence of sales in high-end market segments, the volume of sales
is at a level that can be increased if other segments of the market are targeted too.
3. More widespread and aggressive marketing for higher sales volumes based on rising
demand is required.
4. Development of new product lines in consumer electronics and online services.
5. Development of more products like iPhone SE to include as many potential buyers as
possible.
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Annexure
RESPONDENT 1:
1. Who bought the product or service? Why Apple?

Ans. Apple was chosen because she bought the latest iPhone last summer and this year, she
wanted to buy the apple watch. She did not see the alternatives because she was
worried about the compatibility and did not want to take risks.
2. Identify all those who played a role in the decision process. What role did they play?
Ans. No one played an important role but she did consult with her children before buying
the product. The children did not play a vital role.
3. What triggered the process?

Ans. Needing a new watch with tracking for evening walks.
4. Why was the product/service bought reason? What functions/solutions would it

facilitate?
Ans. Not for a specific reason.
5. What attributes/factors/criteria seemed important? (Why not other brands)

Ans. The looks, brand, and overall build quality of the watch.
6. Was it a first-time decision i.e., was it the first time that this product was being
purchased by the person? A review of previous decisions (if any)? A careful decision?
Was the amount of deliberation appropriate for the decision? (Is the apple ecosystem
important to your buying decision?)
Ans. Yes, it was a first-time decision. Therefore, she went to the store to check out the
product physically before finalizing the purchase.
7. How many alternatives products/brands were evaluated? Why those? (WHY THIS
WATCH)
Ans. No smartwatch alternatives were considered although different variants of the apple
watch were looked at.
8. How was the final choice determined? (Online or marketing campaign relevance)
Ans. The watch was bought at an apple store and the HDFC Bank discount was availed.
9. Which came first where to buy-shop/place or what to buy-product/service?

Ans. What to buy came first.
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10. Why there? (Place specific)
Ans. She bought her iPhone from the same place so she was comfortable with the store.
11. The demographic details of the person along with the media habits (Empty nester
specific)
Ans. Did not see the ad campaigns of apple. Was familiar only because her family
previously purchased iPhones and went to check out the products online.
12. The kind of risks are associated with the decision? What was the level of
involvement? What kind of decision-making does the person undertake? (Money)
Ans. The level of involvement was medium as she did not actively evaluate the alternatives
and therefore only went with the variants of the apple watch. There was a physical
risk involved because she was worried about the watches’ durability.
RESPONDENT 2:

Ans. Apple watch was bought because he liked his iPhone and being in fitness wanted to
track it.
Ans. He watched YouTube videos and reviews about the product and did extensive
research on the swimming and running activities that were tracked by the apple watch.

Ans. Knowing that he could track his daily activities and also monitor his sleeping patterns
was the trigger point for purchase.
4. Why was the product/service bought-reason? What functions/solutions would it

facilitate?
Ans. For the fitness tracking and the sleep monitoring feature.

Ans. Durability and the accuracy of the watch were very critical. The overall ease of
operation was also an important factor.
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Ans. No, it wasn’t a first-time decision as he had purchased an apple watch for his wife.
Although the two used it in different ways, the research part was already done.
WATCH)
Ans. No smartwatch alternatives were considered although different variants of the apple
watch were looked at.


Ans. The store owner knew the family hence they were very comfortable buying from
there.
specific)
Ans. Well researched about the features of the watch. Watched review videos and collected
information from different sources.
Ans. The level of involvement was medium as he already knew the product but did
additional research on whether it fit his requirement. There was a physical risk
involved because she was worried about the watches’ durability.
RESPONDENT 3:
1. Who bought the product (iPad or iWatch) and why Apple?
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Ans. He bought Apple iPad in 2016 from Amazon. He chose Apple because it is reliable,
high tech, less prone to errors, the most popular brand, and has a good processor.
2. Who all played a role in the decision-making process?

Ans. It was purely his decision.
3. What triggered the purchase?

Ans. He wanted to reduce the usage of the laptop where it was unnecessary.
4. Why was the iPad bought? What functions/solutions would it facilitate?

Ans. The main reason he went for an iPad is that it enables him to replace a laptop where it
is not required. It is lightweight, convenient, and is good for multimedia purposes.
5. What attributes/factors/criteria seemed important at the time of decision making?

Ans. The Apple brand is the most reliable. It has a faster processor, better touch sensitivity,
and screen as compared to its competitors like Samsung. It protects the data and privacy
better than anyone and faces a lot fewer bugs. The performance of Apple products does
not deteriorate with time.
purchased? Was the apple ecosystem important to your buying decision?
Ans. Yes, the iPad and the tablet itself were 1st-time purchases. The Apple ecosystem was
not important to him while I bought the iPad.
7. How many alternatives products/brands were evaluated? Why this brand?

Ans. Lenovo and Samsung tablets were considered apart from the iPad. It was primarily due
to the high cost of the iPad. A comparative evaluation of their features, performance,
appearance as well as aesthetics was also done.
8. How was the final choice determined?

Ans. He found it to be better performing than its competitors. The user feedbacks online on
tech forums like Gadget 360, Digit, and e-commerce platforms, along with the
professional gadget reviews on magazines and the web were a major deciding factor
for the purchase.
9. Which came first- where to buy or what to buy?

Ans. The product that needs to be bought was decided before where it should be brought
from. Though, the comparison of prices on different mediums also influenced the
decision.
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10. Why did you purchase it Online?
Ans. The lowest price of tablet was available online and the presence of festive offers and
discounts further encouraged to buy it from an e-commerce portal like Amazon.
11. What were the demographic details of the person?

Ans. The respondent belongs to the age group of 50-55. He is married and has two sons. He
works in an MNC and lives in a Tier 3 city. One son is doing the job while the other
one is a college student.
12. What kind of risks were associated with this decision? What was the level of
involvement? What kind of decision-making did they undertake? (Money)
Ans. The financial factor was predominant as it is very expensive. Psychological risk if it did
not meet the expectation level, or if it did not turn out to be user-friendly. There was a
lot of time and effort involved in the decision-making as multiple options were
considered before arriving at the final decision. Attribute-based decision-making was
done.
Themes for the above interview:

● The selection of Apple as the preferred choice was a straightforward decision due to its
brand value
● Carrying a laptop everywhere was a huge inconvenience, which eventually triggered
the search for an alternate device
● Reading books and media consumption is the primary utility of the iPad
● Major pros of the iPad over its competitors are its reliability, faster speed, higher
performance, and less prone to error
● The biggest deterrent in its purchase is the high costs
● It was a high involvement purchase in which multiple alternatives were considered
● First time user of iPad, or for that case, even a tablet
● Tech reviews and consumer feedbacks online shaped the purchase decision greatly
● Due to the availability of better offers and discounts, the purchase was done online
● There was a psychological fear of the fact that the iPad might not meet the expectation
level
RESPONDENT 4:
Ans. Apple Ipad was chosen because she bought the latest iPhone last summer and this
year, she wanted to buy something with a bigger screen. She did not see the alternatives
because she was worried about the drawing capabilities and did not want to take a risk.
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Ans. No one played an important role but she did talk extensively with the store managers.

Ans. Exploring a hobby full time and needing an iPad for that was the idea.
4. Why was the product/service bought reason? What functions/solutions would it

facilitate?
Ans. To explore drawing as a hobby

Ans. The looks, brand, and overall build quality of the iPad, the functionality, and the apple
pencil.
Ans. Yes, it was a first-time decision. Therefore, she went to the store to check out the
product physically before finalizing the purchase.
WATCH)
Ans. No alternatives were considered although different variants of the iPad were looked at.

Ans. Where to buy came first as she's an avid mall shopper.

Ans. She bought her iPhone from the same place so she was comfortable with the store and
their customer satisfaction was amazing.
specific)
Ans. She did not answer the questions.
Ans. The level of involvement was medium as she did not actively evaluate the alternatives
and therefore only went with the variants of the Apple iPad. There can be other risks involved
but it was difficult to ascertain that in a short conversation.
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RESPONDENT 5:

Ans. Received it as an anniversary gift from his son. Probably because the couple and their
son, all of them own iPhones and were pretty happy and satisfied with the brand.
Ans. It was his son’s idea to buy an Apple Watch.

Ans. The need of monitoring major health indicators on regular basis made it necessary to
have a product which could keep him updated about his health, without the
involvement of any other person.

facilitate?
Ans. Given his age, it gets difficult to identify the signals the body sends before something
bad is coming up. It is not possible to have a human observing him the whole time
and because of that, his son gifted him the Apple watch, so that he could monitor his
health with ease and without any assistance.

Ans. Familiarity with the brand and features of the product.
Ans. Yes, buying this product was the first-time decision. His son did a thorough online
search about Apple Watch and another Smartwatch available to study the features
being provided by all the options before he finally made the purchase.
WATCH)
Ans. Given the newly evolved market of smartwatches, there are plenty of options
available
but he chose this one because of the reliable Health features of the product.
Ans. The watch was bought online.
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Ans. What to buy came first and where to buy was secondary since Apple is a trusted
brand hence they were ready to buy from any apple store or online website with
complete reliability and authenticity.

Ans. Online because given the situation of Covid, his son could not buy it physically, so he
got it online and delivered it directly to his parent's home.
specific)
Ans. A person in the mid-sixties living in a Tier-I city with his wife. Do spend some of
their time on social media as it connects them with their close ones.
12. Post-purchase evaluation. After the purchase? Usage? Disposal?

Satisfaction/dissatisfaction? Repeat / never again? Advocacy?
Ans. Comfortable with this product and would advise other people to have one.
RESPONDENT 6:

Ans. Bought an iPad, primarily because of the ease of use, brand value, and after-sales
support.
Ans. His son helped in shortlisting the product for them as he already owned an iPad. Then
the interviewee placed an order himself online through Apple’s official website.

Ans. Need for a handheld device that could give features like making video calls to home,
watching movies on OOT platforms and ordering items online.

facilitate?
Ans. The product was bought to fulfill the demand for a handy device to do activities like
watching movies, surfing e-commerce websites, and making video calls.

Ans. Ease of use, after-sales support, sturdy quality, and best-in-class features.
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Ans. Yes, this was the first time that he purchased an apple product. However, the couple
was very impressed with the purchase and would seriously consider the brand while
buying products in the future as well.
WATCH)
Ans. Only Apple was considered since his son already owned an iPad and very much
recommended to stick to it because of various features that make it superior like the
ease of use, best in class technological features, sturdy quality, and great after-sales
support.
Ans. Word of Mouth, based on the positive reviews of Apple products given by his
children.


Ans. Ordered from the official apple website to avoid exposure to covid 19. Moreover,
he was already assured about the quality of the product and didn’t feel the need to try
it.
specific)
Ans. 53 years old person living in Delhi. Not much comfortable with technology.
Makes tech-based purchases based on feedback received from children who work
abroad. Have a high budget for their purchases as they are well-financed and have a
good-paying jobs.
Ans. There is a financial risk involved but it is low because the couple is well-financed and
pricing was the last factor they had considered while buying the iPad. This was a low
involvement decision for them since it was majorly based on the feedback received
from their son who was already an iPad user
RESPONDENT 7:
31
Q1. Who bought the product or service? Why Apple?
Ans: Her daughter
Q2. Identify all those who played a role in the decision process. What role did they play?
Ans: Her daughter & her husband. Her daughter is a user of Apple products so she was
already an influencer for the same but then her daughter had also enquired about i-pad from
her friends as she used i-phone so needed an advice/ review about i-pad
Q3. What triggered the process?

Ans: Her daughter had gone abroad for further studies and thus video calling. Also as the
user is a teacher so the device could be used for her classes due to the online classes scenario
due to this COVID
Q4. Why was the product/service bought-reason? What functions/solutions would it

facilitate?
Ans: Online classes, assignments, etc. & calling her daughter
Q5. What attributes/factors/criteria seemed important? (Why not other brands)

Ans: Apple is a trustworthy brand, good serviceability, assured quality & purchase was
easy as the store is very close to her house
Q6. Was it a first-time decision i.e., was it the first time that this product was being
Ans: Nope, they had an older model of i-pad and were satisfied with the service.
Q7. How many alternatives products/brands were evaluated? Why those?

Ans: Not many, they had been a user of apple and were much satisfied with the service.
Samsung was another alternative they had thought of but the option was not much of
consideration due to being a prior apple i-pad user.
Q8. How was the final choice determined? (Online or marketing campaign relevance)
Ans: Schemes and easy to purchase.
Q9. Which came first where to buy-shop/place or what to buy-product/service?

Why there? (Place specific)
Ans: “Where to buy” because the product was already decided
Q10. The demographic details of the person along with the media habits (Empty nester
specific)
Ans: A resident of South Delhi and not into too much of TV etc but into reading books
Q11. Purchase behavior: what happens after the decision –how does the buying happen?
Does the person just go and buys or browses and then buys? Takes a long time? How does he
pay? Is the buying alone or accompanied?
Ans: Just went to the shop and bought it as it was decided which product was to be bought.
Q12. Post-purchase evaluation. After the purchase? Usage? Disposal?

32
Ans: Highly satisfied. Almost daily usage. Will repeat if required in the future as well. Will
positively advocate
RESPONDENT 8:

Ans: Himself
Ans: His family, especially his children they are more tech-savvy.

Ans: He wanted to track his fitness goals along with easy notification

facilitate?
Ans: Fitness/ Health tracker and notifications

Ans: Apple is a known brand, furthermore i-watch is known for its performance and tech
Ans: Yes

Ans: No alternative evaluated as such due to the technology level used.
Ans: His children took the final call

Ans: “Where to buy”; as in Apple Store or Chroma, because the product was already
decided
specific)
Ans: A resident of South Delhi and into news
Q11. The kind of risks are associated with the decision? What was the level of
Ans: No risk as such. Low level of involvement.
33

Ans: Highly satisfied. Almost daily usage. Will repeat if required in future as well. Will
positively advocates
RESPONDENT 9:

Ans: His son
Ans: His son bought him an i-pad because his father has a habit of reading newspaper and
books etc and hence for the ease of readability and handling he bought him an i-pad

Ans: It was his birthday and hence his son wanted to gift him something before going for
his job in the other state

facilitate?
Ans: Reading

Ans: Apple is a brand producing good quality product
34
Ans: Yes, it was a first-time purchase

Ans: None, as this is the brand which offers the best quality and latest technology with
class apart design
Ans: Schemes and easy to purchase

Ans: Where to buy because Gurgaon has a no. of stores nearby to buy from
specific)
Ans: A resident of Gurgaon with a reading habit

Ans: Satisfied. Daily usage. Will repeat in the future as well if required. Will advocate
positively.
RESPONDENT 10:
Ans. They bought the Apple iWatch. It was insisted on by their kids as a health watch.
Ans. It was triggered by their son who was a health freak.
Ans. iWatch is a luxury lifestyle watch but it was brought on for health reasons.

facilitate?
Ans. The respondent claimed it was their sons' idea of a health watch but it was seen
differently by him, he thought of a luxury item that did integrate with his phone.
35
Ans. Familiarity with the brand and features of the product.
purchased by the person? A review of previous decisions (if any)? A careful decision? Was
the amount of deliberation appropriate for the decision? (Is the apple ecosystem important
to your buying decision?)
Ans. Yes, buying this product was not a first-time decision as they had gifted the same to
their son.
Q7. How many alternatives products/brands were evaluated? Why those? (WHY THIS
WATCH)
Ans. Given the newly evolved market of smartwatches, there are plenty of options
available but he chose this one because of the brand.
Ans. The watch was bought in the store as they wanted help syncing the watch with their
phone.
Ans. What to buy came first and where to buy was secondary since Apple is a trusted
brand hence they were ready to buy from any apple store.
Q10. Why there? (Place specific)
Ans. Offline was giving preference as they go to malls a lot and often buy things from the
mall itself.
specific)
Ans. They chose not to answer this question.

Ans. They like the product but didn't express anything about it.
RESPONDENT 11:

Ans. My friend bought the product from the US. It was an Apple iWatch Series 6 (44 mm
dial) + Blue Strap. Because his father already has an iPhone, and he wanted a compatible
smartwatch.
36
Ans. So, my friend and his sister played a role in the decision process. They pushed their
father to use the watch.

Ans. So his father goes for a walk regularly and is a diabetic patient. The features like Health
app, Fitness app, Oxi-meter, along with basic Apple functions triggered the process
Q4. Why was the product/service bought reason? What functions/solutions would it
facilitate?
Ans. The features like the Health app, Fitness app, Oxi-meter, along with basic Apple
functions triggered the process.

Ans. His father owns an iPhone. The sync between iPhone & iWatch pushed more for the
selection of the Apple brand. The fitness app provides directly syncing of information of the
activity his father does either walking or sometimes cycling.
the amount of deliberation appropriate for the decision? (Is the apple ecosystem important
to your buying decision?)
Ans. No, it wasn’t a first-time decision. The Apple ecosystem was important to the buying
decision.
WATCH)
Ans. Samsung Galaxy Active – 2, Fitbit were few options that were considered. Samsung
provided the same benefits at a lower cost and his father asked him to go for Fitbit as it was
filling the purpose of tracking the (walking) steps.
Ans. His father already has an iPhone so going with an iWatch was a better and relevant
option. You see Apple loyalists prefer Apple products.

Ans. They wanted to buy from India, but the cost was lower in the US. Their relative was
coming so they ordered it from there. In the US it was ordered from the Apple website only.
Q10.Why there? (Place specific)

Ans. No specific reasons. They ordered from the US because the price was 12,000-14,000
lower than iWatch in India.
Q11.The demographic details of the person along with the media habits (Empty nester
specific)
37
Ans. 55 years old person living in Gurugram with wife and children are based in
different cities. Have a high budget for their purchases as they are well-financed with
a flourishing business.
Q12.The kind of risks associated with the decision. What was the level of involvement? What
kind of decision-making does the person undertake? (Money)
Ans. His father generally wears dial watches from Fossil & Michael Kors. So, changing his
habit of switching to a smartwatch that needs to be charged after a few hours/days was
difficult (physical risk). The decision was related to the final price only. The final cost in
India was around 46,000/- but in the US it was 32,000/- approx.

Ans. An advocate of the product. They like the features and now prefer the smartwatch over
their existing dial watches.
RESPONDENT 12:

Ans. The product was bought by Mr. Pandeya from the imagine store in citywalk. Had heard
a lot about the iPad and was recommended by family members.
Ans. The decision was made after a discussion with the daughter and the final purchase was
made with the help of the daughter and her son.

Ans. Need to watch shows on OTT platforms after retirement.

facilitate?
Ans. Ipad being more portable and convenient to carry, I could watch my shows, browse
youtube and watch news anytime and anywhere.

Ans. Ease of use of IOS and the premium quality. Have used the Samsung tab earlier but the
experience was not good and since apple was greatly recommended by family members.
the amount of deliberation appropriate for the decision? (Is the apple ecosystem important to
your buying decision?)
Ans. It was a first-time purchase of an Apple product and it was a careful and well-thought
decision as deliberations were being put into since a long time.
IPAD)
38
Ans. It was a very pre-decided purchase and already strongly recommended so no
alternatives were evaluated.
Q8.How was the final choice determined? (Online or marketing campaign relevance)
Ans. The final choice was made after visiting the store and reviewing the product
Q9.Which came first where to buy-shop/place or what to buy-product/service?

Ans. Since it was a pre-decided purchase so what to buy was the first thought.
Q10. Why there? (Place specific)

Ans. The store was near the place of residence and is an authorized Apple reseller there was
more faith in receiving premium services for the product.
specific).
Ans. Age- 75, retired from a government job, stays at home with wife and servant, an avid
follower of news and politics on TV and loves to play solitaire on a laptop also has a stable
income from investments and part-time business and loves to spend products and services
which provide self-pleasure and fulfillment.
Q12. The kind of risks are associated with the decision? What was the level of involvement?
What kind of decision-making does the person undertake? (Money)
Ans. The risks associated were physical risks in terms of extra screen time plus financial risks
in terms of the expensive price of the product. The level of involvement was high since it was
a first-time apple purchase, decision was taken based on strong recommendations from
family members since they were more technologically aware.
Q13. Post-purchase evaluation. After the purchase? Usage? Disposal? Satisfaction /

dissatisfaction? Repeat / never again? Advocacy?
Ans. Very happy and satisfied with the purchase and would recommend it to other friends
and associates.
39

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CONSUMER BEHAVIOUR PROJECT

Sample Profile ....................................................................................................................................... 3

S.No Demographics Respondents

5 Education Most of the respondents had attained some sort of post-graduate

Store Size: 60x80 ft approx.

Apple’s website navigation menu is clear and prominent

Offline (Store Visit)

Consumer choice process :

o Attitude-based choice – It involves focussing on the brand and overall

o Attribute-based choice – While generally purchasing an expensive gadget like

There are 3 types of decision-making – nominal, limited, and extended.

Suggestions & Recommendations

1. Who bought the product or service? Why Apple?

3. What triggered the process?

4. Why was the product/service bought reason? What functions/solutions would it

5. What attributes/factors/criteria seemed important? (Why not other brands)

9. Which came first where to buy-shop/place or what to buy-product/service?

1. Who bought the product or service? Why Apple?

3. What triggered the process?

4. Why was the product/service bought-reason? What functions/solutions would it

5. What attributes/factors/criteria seemed important? (Why not other brands)

9. Which came first where to buy-shop/place or what to buy-product/service?

10. Why there? (Place specific)

1. Who bought the product (iPad or iWatch) and why Apple?

2. Who all played a role in the decision-making process?

3. What triggered the purchase?

4. Why was the iPad bought? What functions/solutions would it facilitate?

5. What attributes/factors/criteria seemed important at the time of decision making?

7. How many alternatives products/brands were evaluated? Why this brand?

8. How was the final choice determined?

9. Which came first- where to buy or what to buy?

11. What were the demographic details of the person?

Themes for the above interview:

3. What triggered the process?

4. Why was the product/service bought reason? What functions/solutions would it

5. What attributes/factors/criteria seemed important? (Why not other brands)

9. Which came first where to buy-shop/place or what to buy-product/service?

10. Why there? (Place specific)

1. Who bought the product or service? Why Apple?

3. What triggered the process?

4. Why was the product/service bought-reason? What functions/solutions would it

5. What attributes/factors/criteria seemed important? (Why not other brands)

10. Why there? (Place specific)

12. Post-purchase evaluation. After the purchase? Usage? Disposal?

1. Who bought the product or service? Why Apple?

3. What triggered the process?

4. Why was the product/service bought-reason? What functions/solutions would it

5. What attributes/factors/criteria seemed important? (Why not other brands)

9. Which came first where to buy-shop/place or what to buy-product/service?

10. Why there? (Place specific)

Q3. What triggered the process?

Q4. Why was the product/service bought-reason? What functions/solutions would it

Q5. What attributes/factors/criteria seemed important? (Why not other brands)

Q7. How many alternatives products/brands were evaluated? Why those?

Q9. Which came first where to buy-shop/place or what to buy-product/service?

Q12. Post-purchase evaluation. After the purchase? Usage? Disposal?

Q1. Who bought the product or service? Why Apple?

Q3. What triggered the process?

Q4. Why was the product/service bought-reason? What functions/solutions would it