Impact of Apple's Culture on Consumer Behaviour

Sergio Mauricio Soto Cueto

Bachelor's thesis

Abstract:

The main purpose of this thesis is to understand what it takes to become influential in the mind of consumers by doing business as unusual. The intention is to understand how marketing strategies have changed during history for companies to stand out from the competition, with the objecting of emphasizing on the importance of creating a company culture.These will be done by analyzing one of the most influential brands of all times, Apple Inc. In order to understand why Apple has been tremendously influential in the market. The way it is projected to reach the objectives of this thesis is by reviewing important marketing and organizational theories like the “Marketing Mix”, “The Golden Circle”, and “3i Model”. As well as an internal and external research analysis of Apple in order to relate and match what consumers and Apple retails staff believes about the impact of Apple as a brand.

Keywords

Marketing, Brand, Culture, Impact

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 23. 3. 2020

Obhajoba závěrečné práce

• Vedúci: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / odbor:
Economics Policy and Administration / Business Administration