TY - GEN
T1 - The profile of the Apple brand consumer
T2 - 2022 IEEE International Professional Communication Conference, ProComm 2022
AU - Cordova-Buiza, Franklin
AU - Aguirre-Maldonado, Maria Fernanda
AU - Alor-Rau, Dorkas Angelica
N1 - Publisher Copyright:
© 2022 IEEE.
PY - 2022
Y1 - 2022
N2 - Apple is currently known for being one of the most representative brands in the electronic equipment and software market, and consumers choose it for its quality and innovation. In this sense, the main objective of this study is to determine the consumer profile of the Apple brand in the city of Lima, Peru. The research method was mixed, cross-sectional and nonexperimental, the quantitative information was for a sample of 384 Apple customers, aged between 18 and 35 years in Metropolitan Lima, the questionnaire was answered with Likert scale, the qualitative information with interviews with salespeople and marketing experts. It is concluded that demographic, psychographic and cultural factors determine the profile and behavior of the consumer, in addition to the fact that buyers stand out for their search for fashion and status.
AB - Apple is currently known for being one of the most representative brands in the electronic equipment and software market, and consumers choose it for its quality and innovation. In this sense, the main objective of this study is to determine the consumer profile of the Apple brand in the city of Lima, Peru. The research method was mixed, cross-sectional and nonexperimental, the quantitative information was for a sample of 384 Apple customers, aged between 18 and 35 years in Metropolitan Lima, the questionnaire was answered with Likert scale, the qualitative information with interviews with salespeople and marketing experts. It is concluded that demographic, psychographic and cultural factors determine the profile and behavior of the consumer, in addition to the fact that buyers stand out for their search for fashion and status.
KW - Apple
KW - behavioral factor
KW - consumer profile
KW - networks
UR - https://www.scopus.com/pages/publications/85138787297
U2 - 10.1109/ProComm53155.2022.00083
DO - 10.1109/ProComm53155.2022.00083
M3 - Conference contribution
AN - SCOPUS:85138787297
T3 - IEEE International Professional Communication Conference
SP - 418
EP - 422
BT - Proceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022
Y2 - 17 July 2022 through 20 July 2022
ER -