Apple Industry

Apple.com

Executive Summary

Our group chose to analyze Apple.com and identify the consumer behavior concepts that explain the behavior of Apple’s customers. By applying the consumer behavior theories that we have learned throughout the semester we were able to better understand Apple’s electronic marketing strategy, and their strengths and weaknesses as an online retailer. Although we believe that Apple overall is effective in their online marketing strategy, we did make a few suggestions on how to improve the overall effectiveness of this site.

We began our report by giving a brief background of Apple and explaining their market position, size, and product lines. This small summary also identifies Apple’s biggest competitors and begins to explain the strategic tactics Apple uses to gain and maintain customer attention.

For chapter two, we chose to discuss sensation, semiotics, and adaption. Although it is impossible to incorporate all five senses in electronic retailing, Apple does a great job of attracting our attention through the use of sight and sound. The use of semiotics is also very apparent in Apple’s site and brand, and can be found in the constant use of “i” in front of each of their products. Adaption however, is a concept that we believe Apple could improve on. If Apple would change their home screen more often, people would remain interested in the content of the page instead of simply ignoring the page out of familiarity.

Next, our group describes Apple’s use of salience and vicarious learning. Because of Apple’s popularity, consumers are constantly exposed to people using Apple’s products, which remind them of Apple’s brand and website and keeps it fresh in their minds. Seeing other people with these products also ties in with vicarious learning, where individuals can witness the praise that another individual is given for their purchase and crave the attention they are receiving for that purchase....