I have selected Apple as the company I will be focus on for my future research. More specifically, I want to prioritize my focus on the iPhone. Apple has built one of the strongest consumer brands in the world, and I am interested in learning more about the people who purchase these products; me included. I started with the iPhone 3 many years ago and have been with Apple and iPhone ever since. I have remained loyal to Apple and iPhone for well over a decade at this point and I would love to find out how many other people maintain this loyalty and why.
I have chosen three sources that I believe will really help me better understand consumer behavior as it pertains to Apple products. When read together, these three sources will help me learn who buys apple products, why they buy these products, and how Apple’s brand influences people’s purchasing decisions. My three sources are:
Neglur, I. S., & Rajeswari, P. S. (2025). Case study Apple: Exploring the effects of brand power through nudge theory. Journal of Information Technology Teaching Cases, 15(2), 265-272. https://doi.org/10.1177/20438869241241086
Yadav, S., & Negi, N. (2024). Exploring consumer behavior in Apple product purchases. International Journal for Multidisciplinary Research, 6(3), 1-8.
Pereira, D. (2026, May 21). Apple target market analysis (2026): Demographics, segmentation & strategy. Business Model Analyst. https://businessmodelanalyst.com/apple-target-market/
Leave a Reply