The profile of the Apple brand consumer: electronic equipment and software in Lima-Peru

Franklin Cordova-Buiza; Maria Fernanda Aguirre-Maldonado; Dorkas Angelica Alor-Rau

doi:10.1109/ProComm53155.2022.00083

The profile of the Apple brand consumer: electronic equipment and software in Lima-Peru

Franklin Cordova-Buiza, Maria Fernanda Aguirre-Maldonado, Dorkas Angelica Alor-Rau

Research output: Chapter in Book/Report › Conference contribution › peer-review

5 Scopus citations

Abstract

Apple is currently known for being one of the most representative brands in the electronic equipment and software market, and consumers choose it for its quality and innovation. In this sense, the main objective of this study is to determine the consumer profile of the Apple brand in the city of Lima, Peru. The research method was mixed, cross-sectional and nonexperimental, the quantitative information was for a sample of 384 Apple customers, aged between 18 and 35 years in Metropolitan Lima, the questionnaire was answered with Likert scale, the qualitative information with interviews with salespeople and marketing experts. It is concluded that demographic, psychographic and cultural factors determine the profile and behavior of the consumer, in addition to the fact that buyers stand out for their search for fashion and status.

Original language	American English
Title of host publication	Proceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022
Publisher	Institute of Electrical and Electronics Engineers Inc.
Pages	418-422
Number of pages	5
ISBN (Electronic)	9781665495172
DOIs	https://doi.org/10.1109/ProComm53155.2022.00083
State	Indexed - 2022
Externally published	Yes
Event	2022 IEEE International Professional Communication Conference, ProComm 2022 - Limerick, Ireland Duration: 17 Jul 2022 → 20 Jul 2022

Publication series

Name	IEEE International Professional Communication Conference
Volume	2022-July
ISSN (Print)	2158-091X
ISSN (Electronic)	2158-1002

Conference

Conference	2022 IEEE International Professional Communication Conference, ProComm 2022
Country/Territory	Ireland
City	Limerick
Period	17/07/22 → 20/07/22

Bibliographical note

Publisher Copyright:
© 2022 IEEE.

Keywords

Apple
behavioral factor
consumer profile
networks

Access to Document

10.1109/ProComm53155.2022.00083

Cite this

Cordova-Buiza, F., Aguirre-Maldonado, M. F., & Alor-Rau, D. A. (2022). The profile of the Apple brand consumer: electronic equipment and software in Lima-Peru. In Proceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022 (pp. 418-422). (IEEE International Professional Communication Conference; Vol. 2022-July). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ProComm53155.2022.00083

Cordova-Buiza, Franklin ; Aguirre-Maldonado, Maria Fernanda ; Alor-Rau, Dorkas Angelica. / The profile of the Apple brand consumer : electronic equipment and software in Lima-Peru. Proceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022. Institute of Electrical and Electronics Engineers Inc., 2022. pp. 418-422 (IEEE International Professional Communication Conference).

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abstract = "Apple is currently known for being one of the most representative brands in the electronic equipment and software market, and consumers choose it for its quality and innovation. In this sense, the main objective of this study is to determine the consumer profile of the Apple brand in the city of Lima, Peru. The research method was mixed, cross-sectional and nonexperimental, the quantitative information was for a sample of 384 Apple customers, aged between 18 and 35 years in Metropolitan Lima, the questionnaire was answered with Likert scale, the qualitative information with interviews with salespeople and marketing experts. It is concluded that demographic, psychographic and cultural factors determine the profile and behavior of the consumer, in addition to the fact that buyers stand out for their search for fashion and status.",

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doi = "10.1109/ProComm53155.2022.00083",

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Cordova-Buiza, F, Aguirre-Maldonado, MF & Alor-Rau, DA 2022, The profile of the Apple brand consumer: electronic equipment and software in Lima-Peru. in Proceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022. IEEE International Professional Communication Conference, vol. 2022-July, Institute of Electrical and Electronics Engineers Inc., pp. 418-422, 2022 IEEE International Professional Communication Conference, ProComm 2022, Limerick, Ireland, 17/07/22. https://doi.org/10.1109/ProComm53155.2022.00083

The profile of the Apple brand consumer: electronic equipment and software in Lima-Peru. / Cordova-Buiza, Franklin; Aguirre-Maldonado, Maria Fernanda; Alor-Rau, Dorkas Angelica.
Proceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022. Institute of Electrical and Electronics Engineers Inc., 2022. p. 418-422 (IEEE International Professional Communication Conference; Vol. 2022-July).

Research output: Chapter in Book/Report › Conference contribution › peer-review

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AB - Apple is currently known for being one of the most representative brands in the electronic equipment and software market, and consumers choose it for its quality and innovation. In this sense, the main objective of this study is to determine the consumer profile of the Apple brand in the city of Lima, Peru. The research method was mixed, cross-sectional and nonexperimental, the quantitative information was for a sample of 384 Apple customers, aged between 18 and 35 years in Metropolitan Lima, the questionnaire was answered with Likert scale, the qualitative information with interviews with salespeople and marketing experts. It is concluded that demographic, psychographic and cultural factors determine the profile and behavior of the consumer, in addition to the fact that buyers stand out for their search for fashion and status.

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Cordova-Buiza F, Aguirre-Maldonado MF, Alor-Rau DA. The profile of the Apple brand consumer: electronic equipment and software in Lima-Peru. In Proceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022. Institute of Electrical and Electronics Engineers Inc. 2022. p. 418-422. (IEEE International Professional Communication Conference). doi: 10.1109/ProComm53155.2022.00083

The profile of the Apple brand consumer: electronic equipment and software in Lima-Peru

Abstract

Publication series

Conference

Bibliographical note

Keywords

Access to Document

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Cite this