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

Producción científica: Libro o Capítulo del libro › Contribución a la conferencia › revisión exhaustiva

4 Citas (Scopus)

Resumen

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.

Idioma original	Inglés estadounidense
Título de la publicación alojada	Proceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022
Editorial	Institute of Electrical and Electronics Engineers Inc.
Páginas	418-422
-	5
ISBN (versión digital)	9781665495172
DOI	https://doi.org/10.1109/ProComm53155.2022.00083
Estado	Indizado - 2022
Publicado de forma externa	Sí
Evento	2022 IEEE International Professional Communication Conference, ProComm 2022 - Limerick, Irlanda Duración: 17 jul. 2022 → 20 jul. 2022

Serie de la publicación

Nombre	IEEE International Professional Communication Conference
Volumen	2022-July
ISSN (versión impresa)	2158-091X
ISSN (versión digital)	2158-1002

Conferencia

Conferencia	2022 IEEE International Professional Communication Conference, ProComm 2022
País/Territorio	Irlanda
Ciudad	Limerick
Período	17/07/22 → 20/07/22

Nota bibliográfica

Publisher Copyright:
© 2022 IEEE.

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10.1109/ProComm53155.2022.00083

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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. En 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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Cordova-Buiza, F, Aguirre-Maldonado, MF & Alor-Rau, DA 2022, The profile of the Apple brand consumer: electronic equipment and software in Lima-Peru. En 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, Irlanda, 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).

Producción científica: Libro o Capítulo del libro › Contribución a la conferencia › revisión exhaustiva

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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. En 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

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