Academic Year 2021 -2022
Module Code: BM1156
Module Name: Consumer Behaviour
Module Leader: Dr Doaa Shohaieb
This essay will look at the various stages of Apple's consumer decision-making process while
covering the level of consumer journey effectiveness of Apple's promotional campaigns.
When it comes to defining consumer behaviour, Kotler (1994) defines it as consumer
behaviour refers to the study of how, what, when and why people buy. Therefore,
Schiffman (2007) expanded this by implying it is "the behaviour consumers display in
searching for, purchasing, using, evaluating and disposing of products and services that they
expect will satisfy their needs." Change is dynamic in the tech industry. Marketers need to
know their consumer and consumption habits to determine the most effective method to
take consumers down the marketing funnel using influence to win over decisions. The
various analysis will show the marketing tactics that influence consumer choice while
concentrating on consumption micro and macro viewpoints. Apple Inc. is a multinational
electronics company with headquarters located in the United States, and they design and
distribute computers, software products and tablets across the world (StudyCorgi, 2020).
Due to the drastic evolution of technology, traditional shopping methods have changed over
time, impacting consumption. Modernised ways of marketing and advertising can be used
by companies to interact with the consumer, allowing Apple to target their audience in the
most effective way possible (Szmigin and Piacentini, 2018). When it comes to influencing
consumers, Apple does not use pricing as a factor to purchase its products (Stafford, Turan,
&Raisinghani, 2004). Instead, Apple focuses on the key factor that helps influence consumer
behaviour by meeting their expectations and needs (Schiffman & Kanuk, 2000). The most
notable messages expressed through Apple's adverts are consistent with positive emotion
and simplicity (CrazyEgg, 2017). They are very selective in marketing messages as they have
gone to extreme lengths to understand their target customer and build a lasting connection.
The choice of a brand campaign for this essay was the 2006 "I'm a Mac, I'm a PC" TV advert
campaign. It has been regarded as one of the "company's most effective campaigns"
(Reisinger). This TV advert was less than 60 seconds, and the goal of these short adverts was
to show that Mac is stronger than PC and was far more suited for ordinary people than PC,
which is more for high-level executives (Bohatala.com, 2021). The advert campaign had two
actors, Justin Long (played as MAC) and John Hodgeman (played as PC), whose job was to
personify the computers as well as resemble the two founding creators of both the
companies, chubbier Bill Gates and younger Steve Jobs (sites.psu.edu, 2014). Some of the
adverts within the campaign did include a variety of genders, ages, and cultures, which led
to the demonstration of inclusivity, as this lets the brand mature and highlight "people like
me" (Szmigin and Piacentini, 2018, p29) (Bourdeiu 1984). Consumers will be more likely to
be engaged if they like how the advert represents "ordinary people" using the product
(Bohatala.com, 2021). Analysing the adverts within this campaign shows the PC actor looks
fatter than the thinner, lighter, healthier Mac actor. This represents that Mac is a healthier
overall approach than a PC as it symbolises bad health, and it can even show that a PC will
