Macbook Consumer Behaviour Analysis

Business 4274F Consumer Behaviour Individual Assignment Oct, 26, 2012 General Information mackintoshBook institutionalise is a series of laptop created by orchard apple tree Inc. which makes the fruit exalted and remarkable due to its ultraportability and thinness and elegant style. It was originally introduced and released in Jan 29, 2008 by Steve Jobs, the previous CEO of orchard apple tree Inc. The company typi keyy releases new models for this series annually. The just about recent release was in Jun 11, 2012, which has two models, one has an 11 screen, and the other gets a 13 screen.The series of mackintoshBook Air has been real palmy since its inception. Its success is not only reflected in the vast profit it make for Apple, but in any case in the consumption it gives to the whole PC manufacturing commercialize to make ultraportable and elegant-style laptop which can also counterweight performance. Hardware The most of the essence(p) factor which makes the MacBook A ir so successful, in my opinion, is the great balance of portability and power of the produce.The laptop features a unibody design which makes possible to significantly thin out thickness and weight, and also it integrates with the latest CPU of Intel (3rh generation Core i5 and i7), and SSD (Solid convey Drive) to give more power and capability to use. The design is another factor. The machined atomic number 13 casing and backlit keyboard make it look elegant and handsome. This design also delivers inspiration to the PC manufacturer. Many PC manufacturers copied the design and used it to re-design their own laptop, and they call them Ultrabook, which is targeted the same consumers and market as the MacBook Air.Software Compared with the hardware, the software is a more opulent component of the product. MacBook Air, as well(p) as other Mac series, is apply the Macintosh governance (also called OS X system). Unlike the PC assiduity where manufacturer buy the system license f rom Microsoft, which separates the hardware and software, OS X system is solely designed by Apple with the intention to pop off perfectly with the hardware. The trackpad on the laptop is the best over other laptops. wad can use multi-touch gestures which enables them to control the laptop naturally and smoothly as they are using the iPad.And also, the system has come with many apps designed by Apple, so that those apps have uniform style with the system and great features. familiarity I have high-involvement attitude toward MacBook Air, referring to the ABC Model of Attitude. Before I got the retrieves about the product, I have got some beliefs of it, as follows 1. The logo of Apple for me has been a label of thoroughly design and user-friendly 2. I had bought iPod and iPad, so Im sure the Mac will be grounds me as the other two products do 3. A friend who also has the products told me the laptop changed his living 4.The OS X system is more fair than the Windows system 5. Po rtability is the priority because I want to take it with me everywhere, and Mac has it 6. The system has faster response and less virus threats than Windows 7. Mac has very good synergy with other Apple products, so it can work well with my iPad I evaluated those beliefs according to my value, which is, referred to textbook, a belief that some conditions is preferable to its opposite. My values are the preferences of efficiency, elegant style, and reliable performance.Those beliefs give me a feel that the laptop is worth buying, though its more expense than other laptops. And thusly the feel gives me the behavior, which is the intention to pay for that. This is a high-involvement attitude toward the product, because the choice act is very careful and comprehensive. This also yields a great brand devotion to Apple, and makes me wipe all the Windows-based laptop out from my buying list. Means-end Chain compendium Attribute-value Table Attribute Fast response Portability Elegant s tyle little virus threatsBenefit I can use it anytime I need it I can carry it with me I feel happy when I make up ones mind the beautiful thing I feel safe and less worries measure A more efficient life A comfortable life Pleasure Safety Synergy with my iPad More efficient to use my iPad and the Mac Efficiency Associative Network of Knowledge The associative network of experience starts at the laptop, which is the class-level decision, and Apples laptop is the most favorable product for me, because it has the most links with the positive end states.The laddering technique illustrates the most important end state is efficient and comfortable. Cheap Windows system Microsoft PC well-known(prenominal) Product Comfortable Laptop Good taste Elegant Apple Thin and light Portability Expensive Safe Synergy with other product Fast response Good CPU Carrying it with me SSD Efficient Advertisement In this advertisement, the MacBook Air was put on a file bag. The comparison of the Mac and the bag makes me believe the laptop can be placed into the micro bag easily.The message the ad delivers to me is very clear the product is very handy and portable. The message delivery is very efficient, because this is what I concern about. The prove let me recollect about the portability of the laptop, which is the attribute of the product, and then I would think about the benefits the portability can give me, for example I can carry it with me everywhere and I wont be tired by its weight. Last, I compared the benefits with the end values of mine, if those benefits meet the values, it yields positive attitude and feel about the product.