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 conferenciarevisión exhaustiva

2 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 originalInglés estadounidense
Título de la publicación alojadaProceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022
EditorialInstitute of Electrical and Electronics Engineers Inc.
Páginas418-422
-5
ISBN (versión digital)9781665495172
DOI
EstadoIndizado - 2022
Publicado de forma externa
Evento2022 IEEE International Professional Communication Conference, ProComm 2022 - Limerick, Irlanda
Duración: 17 jul. 202220 jul. 2022

Serie de la publicación

NombreIEEE International Professional Communication Conference
Volumen2022-July
ISSN (versión impresa)2158-091X
ISSN (versión digital)2158-1002

Conferencia

Conferencia2022 IEEE International Professional Communication Conference, ProComm 2022
País/TerritorioIrlanda
CiudadLimerick
Período17/07/2220/07/22

Nota bibliográfica

Publisher Copyright:
© 2022 IEEE.

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