Influence of Marketing Strategy of Apple on Consumer’s Decision Making Process

Steps of Decision Making Process

1.      Problem Recognition

The presence of decision making problem is obvious in developing a need or a want which the consumer want to be fulfilled (Smith and Quelch, 2013). Apple should find out and influence this need or want regarding their product through their marketing strategy to be developed in the business.

2.      Search Process

The search process is the initial stage to purchase and use a commodity. There are several factors like, experience from the recommendations, the customer reviews in different websites etc. that can affect the demand as well as the supply of the products of apple which results into the revenue of the company (Karimi et al, 2015). According to Mihart (2012), a well-planned marketing strategy always helps to create the goodwill of a company globally which can positively affect the revenue structure of the company.

3.      Evaluating Alternatives

There are some other factors like the quality, price, quantity, guarantee etc. on the basis of which the consumers evaluate their chosen product comparing with the other substitutes of that product available in the market (Culiberg and Bajde, 2013). A unique marketing strategy helps Apple to attract the customers towards their product and bring success of the company in near future.

4.      Selection Stage

In accordance of Hill (2006), the advertising policy which is a part of marketing strategy of Apple helps the company to succumb the customers to their products and services for which the customers tally up all the criteria of the product of Apple with the other existing products in the market.

5.      Evaluation of Decision

The marketing strategy of Apple should be active after the purchase of the product by the customers to retain the old customers as well as the new customers as the repeating lifetime customers. The maintenance of good quality and the offering of better price of the product can only keep the brand loyalty of the company stagnant (Koklic and Vida, 2011).

Consumers’ Attitude to Enhance the Marketing Strategy of Apple iMac Laptop

According to RAJPUTet al(2012), the success of the marketing operations of any company much depends on the attitudes of consumers towards various marketing activities. Due to the psychological and the demographic factors the consumers’ attitude varies and there are various ethical ideologies which influence the consumers’ attitude towards the marketing of any product of a company. This statement of Andrews (2008) is also valid for the iMac Laptop of Apple.

The economic development also signifies the consumers’ attitude towards the marketing strategy and the marketing strategies are more enhancing in the developed countries than the developing countries (Lee et al, 2015). Apple iMac Laptop is basically a product of the developed economies and so the consumers of these developed countries have a positive role to enhance the marketing strategy of Apple regarding this product. In this analysis a brief overview on the attitude of the consumers of USA to enhance the marketing strategy is critically examined and it explores a scope of future research on marketing strategy of Apple.


Therefore, at the end of this analysis it can be concluded by taking the words of Krstic and Becic (2011), that the decision making process is very essential to be analysed by the market researcher for the further development in marketing strategy and the consumers’ attitude is also very effective to enhance this marketing strategy of any company like, Apple for the development of the business in the globally competitive market.



Andrews, M. (2008). Assessment and implications of consumer reactions to service mergers.

Cadogan, J. (2009). Marketing strategy. London: SAGE.

Hill, R. (2006). Marketing and consumer research in the public interest. Thousand Oaks, Calif.: Sage Publications.

Smith, N. and Quelch, J. (2013). Ethics in marketing. Homewood, IL: Irwin


Culiberg, B. and Bajde, D. (2013). Consumer recycling: An ethical decision-making process. J. Consumer Behav., 12(6), pp.449-459.

Karimi, S., Papamichail, K. and Holland, C. (2015). The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems.

Koklic, M. and Vida, I. (2011). Consumer strategic decision making and choice process: prefabricated house purchase. International Journal of Consumer Studies, 35(6), pp.634-643.

Krstic, I. and Becic, S. (2011). Implementation of marketing strategy: Factor of competitive advantage. Marketing, 42(2), pp.118-126.

Lee, J., Jeon, H. and Yoo, D. (2015). The Effect of Corporate Attitude on Consumers’ Trust in Corporate Rumor - Focusing on Types of Rumor, Message Strength, and Refutation Strategy -. Korean Marketing Review, 30(2), p.27.

Mihart, C. (2012). Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision –Making Process. IJMS, 4(2).


RAJPUT, N., Kesharwani, S. and Khanna, A. (2012). Consumers’ Attitude towards Branded Apparels: Gender Perspective. IJMS, 4(2).

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