Consumer experience analysis: A case study of Apple Inc. from consumers' perspective in experience marketing
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The thesis is intended to illustrate and analyze the role of consumer experience and the authors also take demographic cultural factors into consideration by researching on the consumers’ evaluation towards iPhone experiences.
The authors used both exploratory and descriptive strategies. In order to obtain the primary data, the authors applied multiple methods, including quantitative and qualitative methods, respectively, questionnaire, structured and unstructured interviews. The authors applied SD-logic, Four Realms of Experience, Consumer behavior determinants and Decision making process theories to analyze the role of experience. And in order to answer three research questions, the authors firstly introduced the analysis of demographic subcultures, including nationality, age and gender; then the role of experience marketing in consumer decision making process is identified. Finally, the analysis of qualitative findings will be presented.
Place, publisher, year, edition, pages
2013. , 87 p.
Experience marketing, consumer behavior, consumer marketing
IdentifiersURN: urn:nbn:se:hj:diva-21328OAI: oai:DiVA.org:hj-21328DiVA: diva2:624813
Subject / course
IHH, Business Administration
2013-05-28, B3051, Jönköping University, Jönköping, 12:57 (English)
Björling, MaxMikael Wilde