BUYER BEHAVIOR: 4MAM7A4
A research into the magic world of Apple and the Iphones:

Athina Polimeri: w1406681
Le Van Huong: W141732952

Date: 21/11/2013

Contents Executive Summary: 4 1. Introduction: 5 2. Background: 5 2.1 Dates of facts: 5 2.2 Mission and vision statement of Apple: 6 2.3 The competitive advantage of Apple: 7 3. Marketing strategy: 8 3.1 Ignore your critics: 8 3.2 Turn the ordinary into something beautiful: 8 3.3 Justify your price: 9 3.4 Communicate with the language of your audience: 9 3.5 Extend the experience: 9 3.6 Build a tribe: 9 3.7 Become the name: 9 4. The success of Apple: 10 4.1 For any product that Apple creates, the people who create it have to want it themselves: 10 4.2 The product has to be easy to use: 10 4.3 Keep things simple: 10 4.4 Offer great customer service and in-store experience: 10 4.5 Apple only makes product if Apple can do it better: 10 5. Competitors analysis: 11 6. Research objectives: 14 7. Primary Research Method: 14 8. Research Findings: 15 9. Buyer Behavioral Theories: 16 9.1 Means End Chain: 16 9.2 Reference Group: 17 9.3 Classical Conditioning Theory: 17 9.4 Positioning Map: 18 9.5 Fishbein Model: 19 10. Conclusion: 22 11. Recommendations: 22 12. References: 23 Appendix: 24

Executive Summary:
This report’s aim is to identify the background and history of the apple company and how the iphone is developed and become one of the most necessary products of people. Furthermore, it is presented the marketing strategy as well as the competitive environment.
It is a well known fact that Apple is a most successful company worldwide. This happens because of the successful marketing strategy that uses and the distinctive characteristics which the Apple’s products provide to their consumers. The first section of the report