Consumer Behaviour and High Involvement Products

In: Business and Management

Submitted By blaine
Words 8202
Pages 33
The main aim of this report is to look at consumer behaviour in relation to a high involvement product. As an example, consumers purchasing behaviour towards buying a computer shall be looked at in more detail. Within the report a more specific example is used when comparing consumers’ attitudes towards Windows operating systems and Apple Macintosh operating systems and what would drive them to purchase either of the two. The report investigates the computer operations market as a whole but concentrates on the computer markets two main players; Windows and Apple. Apple currently holds 3.2% of the global market as a whole whereas Windows holds a massive 55%.

The report conducted both Primary and Secondary research. For secondary research, Mintel Reports were analysed as well as News Reports and Academic texts. Primary research involved holding focus groups and holding one on one interviews. Online polls were also created but this was only used as a guide towards consumers’ attitude towards either of the products. To support the findings from primary and secondary research, the results will be tested using theoretical models in order to determine consumer purchasing behaviour towards the highlighted products.

Research will be conducted in order to determine consumers’ attitudes towards Windows and towards Apple and this shall be done via interviews and focus groups.

Windows reinforces these positive attitudes through the use of the 4Ps. Windows currently reinforce their already strong following and ensure their consumers that they have purchased the right product for them. Apple reinforce their standing in the market by reducing ambiguity regarding their products and use comparative advertising to abolish misconceptions regarding their products.

The report shall discuss whether these aspects of the organisations are succeeding and conclusions and…...

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