The diploma thesis concerns with influence of Apple brand on consumer buying behavior. The aim of thesis is to qualify the influence of brand on consumer buying behavior on smartphone market. From this conditions will arise the recommendations to Apple company, how is possible to bolster its position on mobile phone market. The theoretical part of thesis place emphasis on description of marketing mix, brand theory and consumer buying behavior. Practical part is based on studied secondary data. There is detailed description of Apple company its brand building strategy, situation on smartphone market with marketing instruments, that are used on this specific market. Quantitative questionnaire survey performed in electronical form creates a core of the practical part of the thesis and is preceded by qualitative pre-survey on seven iPhone users. Precisely 154 respondents participated on questionnaire survey that observed thoughts and judgements of questioned people about Apple brand. There are included opinions of owners, that own various smartphone brands and also respondents from the group of Apple iPhone users. The responses of both groups are in the chapter of appraisal results and conditions compared along with studied secondary data. These outcomes of questionnaire survey and secondary data are used as a framework to completion several recommendations for Apple brand and the whole company on this market. Almost three quarters of owners, that use all chosen smartphone brands, perceive the prices of Apple smartphones as overly high. Just as the first group evaluates the situation a bit more than half of the iPhone users, although inside this group is a lower sensitivity on Apple products price perception. One of the important recommendation for Apple company is to be more efficient in communication about the adjustment of its smartphone prices and pricing policy towards to consumers across the countries. It is necessary to obtain more consumers from a group of new Apple brand users and students. These expects the offer of cheaper smartphone in high quality medium category. In case of their satisfaction is there scope for Apple to offer them its premium smartphones in the top category.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262829 |
| Date | January 2017 |
| Creators | Aliapulios, Telis |
| Contributors | Vokáčová, Lucie, Ludmila, Ludmila |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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