1. Apple is one of the leading companies in the world, established in 1976, and at the beginning they were producing personal computers, at that time they were incorporated as Apple Computer Inc. Nowadays their brand is very famous and well-known. Currently, they are selling consumer electronics (PCs, laptops, tablets, smartphones, accessories, music, videos, apps, etc.) and provide a lot of services (iTunes, AppStore, “Genius”, customer support, etc.) They are trying to persuade their existing and potential customers to “Think Different” by making revolutionary products and services and thinking extraordinary and out of the gap. And they try to provide them with something unusual, and wanted (such as special APPs, which will help customers to think and behave differently) They’ve got unique operating systems(IOS, OS X and etc.) installed on all of their products; moreover they offer unique characteristics, which competitors did not provide before (cloud services, iPod, “Magic mouse”, etc.) All of these factors lead to customer loyalty, because a lot of Apple users are willing to repurchase new products and services, furthermore, word of mouth plays an important role in Apple corporation, because it is very likely, that consumers, who are satisfied with the brand USPs, such as innovation and convenience will bring new customers(family members, friends, colleagues,…). Additionally, Apple attracts new buyers, due to its popularity, success and great corporate image, created in people’s minds due to all the factors which are mentioned above. (Apple, 2014), (Wikipedia, 2015)
2. Apple is a globally famous company, and they are interested in simple choice – most of their buyers are influenced by psychological and social theories of buying behavior. These are the two main factors that influence their consumers. Psychological factor is based on Maslow’s hierarchy of needs, because nowadays all the technologies have revolutionized our life, and a lot of people require...