The Relationship Between Apple's Products and Their Customers.

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The relationship between Apple’s products and their customers. With problems that Apple products got, is the product quality affect the customer’s loyalty? If it not, what are the reasons that keep customers to continue to buy Apple products?

Dissertation proposal

Table of contents
Chapter one--Introduction
Chapter two--Literature Review
Chapter three-- Research Methods
References
Appendixes

Chapter One Introduction
We are entering a new era of digital lifestyle, the computer gradually extended into part of the consumer electronics industry. In this new era, Apple Inc. may become a big winner. The Company designs, manufactures and markets personal computers and related software, services, peripherals and networking solutions. Apple Inc. leading the development of integrated products to invention, innovation known, and the computer and consumer electronics, recently, the company found a new area which is the mobile communication industry.

The aim of this dissertation is to find out the relationship between Apple Inc.’s products and their customers. With problems that Apple products got, is the product quality affect the customer’s loyalty? If it is not, what are the reasons that keep customers to continue to buy Apple products? I would like to confirm that Apple Inc. does great job of their marketing and became bigger and more popular, however, Apple is clearly loosing a foothold on quality especially the products that Apple Inc. launched recently, such as iPad and iPhone4. Nevertheless, Apple Inc. is still loved by many of customers without hesitation. The question at hand is that why customers still want Apple product even it with a big problem? Take iPhone4 as an example, problems with this new phone are poor signal; rear camera stops working; rear camera white balance does not work; and glass easily scratches or breaks. With those problems iPhone4 still selling over 1.7 million phones in a number of days.

Data will be collected through a variety of methods including observation, interviews, survey and document review, with sufficient safeguards to ensure study reliability and validity. To use documents and Internet for qualitative research to analysis this study. The reasons that use those two methods are: “Documents can be instructive for understanding social realities in institutional contexts. They can form a fruitful addition to other forms of data, provided the contexts of their production and use are taken into account” , “Qualitative online research offers some advantages compared to real-world research (e.g., saving time for transcription)” (Uwe Flick).

The scope of the research
This study will focus on why some of customers continue to buy Apple products while they already know the problems of each products. The range of occupations which could possible be included in such a study are wide. Thus, this study will shows Apple’s target market and consumer behaviours by segmenting them in terms of Demographics, Psychographic, Geographic, Usage Rate and Product features. I will also introduced the company and their products, and Apple’s competitors in terms of their pricing, features and design as shown in details. At the end of this dissertation, you will know about my objective of doing this project and will know more about Apple product, in terms of its pricing, product features, promotion and the place of distribution.

Identifying the relevance of the research
We already know the main marketing strategy of Apple Inc. throughout emprical analysis. “Apple has a branding strategy that focuses on the emotions. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt...
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