The impact of Apple's communication and French and Finnish consumers' product perceptions : case of the iPhone product
Bonk, Celine (2015)
Turun ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052610216
https://urn.fi/URN:NBN:fi:amk-2015052610216
Tiivistelmä
Background: Nowadays, every high-tech company has to communicate to disclose its products to targeted customers and to accentuate its solutions positioning. Investing in marketing communication is one of the secrets of high-tech companies that is increasing despite of the economic downturns. Moreover, in addition to the communication, the perception is also very important. Indeed, “the purchase of a product depends on the perception people have of the product”.
Purpose: The objective of this study is to analyze how Apple’s communication can reach consumers and what is the impact on them. Moreover, the aim is to explore how Finnish and French people perceive Apple and the iPhone in particular.
Design / Methodology / Approach: Qualitative and quantitative methods were used in this thesis process. The qualitative data, in this case interviews, enabled me to get hypothesis. After that, the hypothesis and information found can be tested by using the quantitative method and, in this case, by carrying out a questionnaire. The primary data were collected by using interviews and a questionnaire. Regarding secondary and tertiary data, they were collected by using books, journals and reliable Internet sources.
Findings: Apple uses advertising, amongst other things, as means of communication. The research reveals that Apple’s advertising and word-of-mouth reach consumers and play and important role in Apple’s communication. This communication also influences consumers to buy Apple’s products such as the iPhone. This research also reveals that emotional responses have a significant aspect and play an important role in consumers’ attitudes. Moreover, 4 most significant factors form the perception that French and Finnish people have about the iPhone.
Purpose: The objective of this study is to analyze how Apple’s communication can reach consumers and what is the impact on them. Moreover, the aim is to explore how Finnish and French people perceive Apple and the iPhone in particular.
Design / Methodology / Approach: Qualitative and quantitative methods were used in this thesis process. The qualitative data, in this case interviews, enabled me to get hypothesis. After that, the hypothesis and information found can be tested by using the quantitative method and, in this case, by carrying out a questionnaire. The primary data were collected by using interviews and a questionnaire. Regarding secondary and tertiary data, they were collected by using books, journals and reliable Internet sources.
Findings: Apple uses advertising, amongst other things, as means of communication. The research reveals that Apple’s advertising and word-of-mouth reach consumers and play and important role in Apple’s communication. This communication also influences consumers to buy Apple’s products such as the iPhone. This research also reveals that emotional responses have a significant aspect and play an important role in consumers’ attitudes. Moreover, 4 most significant factors form the perception that French and Finnish people have about the iPhone.