Consumer Behaviour

Product – Apple Smartphone

Presented by :-

Kashish Bafna-01
Deep Gala-11
Jinal Mandavia-21
Dharmesh Parmar-31
Vrutik Shah-41
Pranjal Yelkar-51
 History

Apple is an American corporation founded by Steve Jobs,

Steve Wozniak and Ronald Wayne established in 1976,
with its incorporation in 1977

The first logo was created by one of the founder of Apple-

Ronald Wayne in 1976

Apple has a history that spans over 30 years

Apple has achieved a widespread success for launching

IPad, Iphone and Ipod Touch

No company is better than Apple at building devices that

are powerful, beautiful, and easy to use

Tag line “Think Different”

Category of Needs

Functional Needs
Helps me get things done

Social Needs
Make me look good to others

Emotional Needs
Helps me feel good
Examples
 Perceived Risks in Buying Intention and Decision :

Functional Risk Financial Risk

Physical Risk Psychological Risk

 Need for Achievement

McClelland's Need
Theory Need for Affiliation

Need for Power

 Value Privacy Social Status Ease in use

Consequences Product
confidential Info Convenience
differentiation

Design & Camera Security Premium Siri voice

Attributes options Pricing
quality assistant

Hierarchical value mapping of Apple smart phones

 History
• It was founded in 2015 by Dharmil Sheth and Dr.
Dhaval Shah

• Pharmeasy services are currently located in

1000+ cities in India including Mumbai, Delhi,
Kolkata, Bengaluru, and Ahmedabad

• PharmEasy is a consumer healthcare “super app”

that provides consumers with on-demand, home
delivered access to a wide range of prescription,
OTC pharmaceutical, other consumer healthcare
products, comprehensive diagnostic test
services, and teleconsultations thereby serving
their healthcare needs.

• Tagline-Take it easy
Examples:-
Perceived Risks in Buying Intention and Decision :

Functional Risk Financial Risk

Security/Privacy Risk Psychological Risk

 Value Increase in
Better Health
disposable income

Consequences Greater
No side effects Convenience
Savings

100% genuine Shortest Delivery Discounts and

Attributes Easy Stock Refills
medicines time offers

Hierarchical value mapping of Pharmeasy services

Thank You!