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Exploring Apple's Marketing Strategies Through the Lens of Maslow's Hierarchy of Needs: A Qualitative Study on Apple's Marketing Strategies and Consumer Needs
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2024 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study aims to identify Apple’s marketing strategies and their consumers’ fundamental needs, as well as to explore the alignment between them. More specifically, it examines how Apple's marketing strategies target the needs as outlined by Maslow's Hierarchy. By shedding light on the effectiveness oft hese strategies in meeting consumer needs, the study intends to inform future marketing initiatives within the technology industry. By adopting an abductive qualitative research method, semi-structured interviews were conducted with ten Apple users at Linköping University.

Findings indicate that Apple effectively meets consumers' self-actualization needs through its emphasis on innovation and lifestyle enhancements. Esteem needs are addressed through anticipation and differentiation, positioning Apple products as status symbols. The seamless integration of Apple's ecosystem strengthens a sense of belonging and loyalty among users. The study also reveals the significant impact of word of mouth marketing in shaping consumer perceptions and driving the adoption of Apple products. Furthermore, the endowment effect, where ownership of Apple products leads to higher valuation and satisfaction, plays a crucial role in enhancing user loyalty and emotional attachment. Additionally, Apple's focus on reliable software and high data security fulfills safety needs by ensuring trust and privacy.

A conceptual model developed from the study's findings is added to demonstrate the correlation between Apple's marketing strategies and the hierarchical needs of its consumers. This model highlights the strategic efforts Apple undertakes to elicit a wide range of emotions and fulfill diverse consumer needs. While limitations include a restricted sample size, future research could broaden the demographic scope and integrate quantitative methods to validate qualitative insights, considering factors such as age and socioeconomic background.

Place, publisher, year, edition, pages
2024. , p. 46
Keywords [en]
Marketing Strategies, Consumer Needs, Maslow’s Hierarchy of Needs, Innovation, Ecosystem, Social Status, Brand-Consumer Relationship, Word of Mouth, Data Security, Conceptual Model
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-205872ISRN: LIU-IEI-FIL-G--24/03094--SEOAI: oai:DiVA.org:liu-205872DiVA, id: diva2:1882751
Subject / course
Kandidatuppsatserna på FEK3; Bachelor Thesis, Civ-ek
Available from: 2024-08-14 Created: 2024-07-07 Last updated: 2024-08-14Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • Other locale
More languages
Output format
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