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Consumer experience analysis: A case study of Apple Inc. from consumers' perspective in experience marketing
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi. (University students)
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi. (University students)
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi. (University students)
2013 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

The thesis is intended to illustrate and analyze the role of consumer experience and the authors also take demographic cultural factors into consideration by researching on the consumers’ evaluation towards iPhone experiences. 

The authors used both exploratory and descriptive strategies. In order to obtain the primary data, the authors applied multiple methods, including quantitative and qualitative methods, respectively, questionnaire, structured and unstructured interviews. The authors applied SD-logic, Four Realms of Experience, Consumer behavior determinants and Decision making process theories to analyze the role of experience. And in order to answer three research questions, the authors firstly introduced the analysis of demographic subcultures, including nationality, age and gender; then the role of experience marketing in consumer decision making process is identified. Finally, the analysis of qualitative findings will be presented.

sted, utgiver, år, opplag, sider
2013. , s. 87
Emneord [en]
Experience marketing, consumer behavior, consumer marketing
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-21328OAI: oai:DiVA.org:hj-21328DiVA, id: diva2:624813
Fag / kurs
IHH, Business Administration
Presentation
2013-05-28, B3051, Jönköping University, Jönköping, 12:57 (engelsk)
Veileder
Examiner
Tilgjengelig fra: 2013-06-10 Laget: 2013-06-03 Sist oppdatert: 2013-06-10bibliografisk kontrollert

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Consumer experience analysis(1737 kB)9582 nedlastinger
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