Ch. 6 - Consumer Decision Making

Apple Inc., as company, does understand what the costumers want since sometimes costumers would not be fully satisfied with their purchase.

Apple engineers work hard on developing great products to deliver it to the outside world. They study and understand what costumers have said about the products they have recently bought. Apple always tries to satisfy and offer a better experience to all customers. Therefore, it allows consumers to submit feedback on any of its products. This way Apple can improve its line of products based on what consumers and/or developers have mentioned about Apple gadgets. Most of the time, consumer will see those improvement at Apple Special Events. 

Feedback page at apple.com (Apple)

There are some important factors that drive the consumer's decisions when purchasing a new product.

Nowadays, some customers might do their research before coming in to any Apple Retail Store. Apple's website is a great tool for anyone who seeks to compare devices to gain more information. They can also find reviews under the products they are researching on. Obviously, it is not guaranteed that everyone researches; however, those who do, come in expecting to receive more information. Another way for customers to search information on the product they're interested in is by consulting with their friends, family members, or even IT's at their jobs. In some random cases, they know what they want and simply come in and ask an Apple Specialist to get them they product they first came in for. This happens when customers have known the brand and are constantly upgrading their gadgets.

When it comes to choosing the device that suits best, the customer tends to compare or evaluate different alternatives. They might not always go for an iPhone or an iPad, but what matters is that the customers have explored their various options. They have meticulously looked at the details that differentiate one product from the other. Evaluating alternatives is important because it is what drives the customers to make a final decision. At an Apple Retail Store, consumers have the opportunity to interact with the various line of products. Perhaps, this is a way for Apple to attract customers to the stores and not only get a device, but receive a complete service so that they can walk out with a gadget that is fully interactive. 

In the end, after researching and evaluating alternatives, customer will have made a decision on what device they ought to get. This is considered the checkout, or purchase. At Apple, Specialist expect to receive feedback for the way they treated the customer. But most importantly, Apple wants to hear back from the consumer after trying the device; meaning, Apple expects to have satisfied the customer(s) with the purchase. Sometimes the consumer's exceptions will not be met, and this is when feedback on the product is welcome. But other times the exceptions will be exceed.  

Consumers can compare products online. 
More details will be show at apple.com

(Apple)

At Apple, customers can get familiar or get information on 

the product they're interested in. (Apple)

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