A Study on Consumer Satisfaction Towards Apple Smartwatches: A Market Overview Perspective

A Study on Consumer Satisfaction Towards Apple Smartwatches: A Market Overview Perspective

Manasi Prasad Kabade (Symbiosis Institute of Media and Communication, India) and Nandita Beria (Symbiosis Institute of Media and Communication, India)
Copyright: © 2019 |Pages: 18
DOI: 10.4018/978-1-5225-5690-9.ch013

Abstract

The focus of the present study is to gain knowledge about the different types of smartwatches with the help detailed mind and mood analysis of the consumers based on the factors influencing the consumers to prefer the Apple brand including the social and cultural factors and the problems faced by them on using other brands. Mind and mood analysis of the consumers included the understanding of social and cultural complexities during the process of buying the product and the post-purchase behavior. The process of buying a smartwatch started form exposure to a stimulus depending on the need and wants of the consumers and the attention was drawn. The learning process of the consumers about the brand or the product which later creating a perception in their minds, developing positive or negative attitude, resulting in a conative behavior, eventually resulting in the purchase of the product and may also result in the repeat purchase, leading to a habit formation, which later reinforce in brand preference, resulting in brand loyalty.
Chapter Preview
Top

Objectives

  • To gain knowledge about the different types of Apple brands.

  • To understand the external and internal factors including mood that affect the decision making of the consumers.

  • To find out the consumer satisfaction for APPLE Smart watches.

  • To understand the future potential of Apple watches.

Complete Chapter List

Search this Book:
Reset