Ege University

Faculty of Economics and Administrative Sciences

Business Administration

Term Paper for Consumer Behavior Course

Apple - Ipad

Consumer Attitude Change

13080002898 Baris Istipliler

13080002851 Emin Ince

13080002866 Gamze Saba

13080002850 Hande Gumuskaya

13080002900 Nisan Karyenic

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CHAPTER 1: LITERATURE REVIEW

1.1. Introduction

1.1.1 Power of Attitudes

1.1.2. Forming Attitudes

1.2. Focus Group Research Method

1.3. Concept of Attitude

1.3.1. Effects of Attitude on Consumer Behavior

1.3.1.1. Functions of Attitudes

1.3.1.2. ABC Model of Attitudes

1.3.2. Factors Change Attitudes

1.3.2.1. Attitude Change Theories

1.4. Analysis of Buying Process

1.4.1. Factors that Involve in Buying Process

CHAPTER 2: IMPLEMENTATION AND ANALYSIS OF FOCUS GROUP RESEARCH

2.1. Implementation Process

2.1.1. Definition of Case

2.1.1.1 Attributes Group Members

2.1.1.2 Questions and Aims of Them

2.1.1.3 Moderators and Way of Moderating

2.1.1.4 Recording of Data

2.1.1.5 Qualitative Analysis of Data

2.2. Evidences and Their Interpretation

CHAPTER 3: CONCLUSION

REFERENCES

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CHAPTER 1: LITERATURE REVIEW

1.1.1. Introduction

The aim of this paper attempts to conduct theoretical research and understand the

results of focus group research. We tried to find relationships between our topic “attitude” and

focus group results. First chapter consider the contents of attitude and gives information about

theoretical background. Second chapter interprets our focus group research results.

1.1. Power of Attitudes

Consumer behavior specialists emphasizes that consumers improve some negative and

positive emotions that help forming consumer’s attitude toward a brand or product. We have

different attitudes and we gain them during our experiences. A person is not born with the

idea ipad is better than Samsung Galaxy Tablet. How we get those attitudes ?

It is important for consumer researchers to understand the nature and power of

attitudes. Attitudes are more complex than they first disappear. We can measure attitudes by

using some sophisticated models that identify specific compotents and combine them to

predict what a consumer’s overall attitude will be.

1.2. Forming Attitudes

An attitude can be formed in several ways. Classical Conditioning, reinforcement and

very complex cognitive processes are some examples. Why classical conditioning is so

important in order to understand attitudes of consumers?: “(1) conditioning afforts are

widespread in advertising practices, (2) a long history of research has shown extensive

classical conditioning of behaviors in lower animals as well as in humans and (3) the

possibility of attitude conditioning has important implications for consumer behavior theory”

(Stuart, 1987). Usually a good product that satisfies the needs of consumers is already a good

reinforcement that shall keep them buying more of the same product (Asakainen, Martinez,

2010). Furthermore, we observe that some celebrities shape people’s buying behavior behind

very complex cognitive processes.

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1.2. Focus Group Research Method

A focus group is a qualitative research method. In this method, people are asked about

their perceptions, beliefs, attitudes and opinions toward a product, brand, concept, idea.

Questions are defined before the meeting and directed by the moderator. There ought to be an

interactive atmosphere where people also feel comfortable in order to say their ideas without

any pressure. The first focus groups were created at the Bureau of Applied Social Research in

the USA, by associate director, sociologist Robert K. (Merton Kaufman, February 24, 2003).

There are some types of focus group such as dual moderator, two way, mini, online i.e. focus

group. Dual moderator focus group, one moderator ensures the session progresses smoothly,

while another ensures that all the topics are covered. We used this one in our research.

1.3. Concept of Attitude

1.3.1. Effects of Attitude on Consumer Behavior

Consumer attitudes are both an obstacle and an advantage to a marketer. Choosing to

discount or ignore consumers’ attitudes of a particular product or service—while developing a

marketing strategy—guarantees limited success of a campaign. In contrast, perceptive

marketers leverage their understanding of attitudes to predict the behavior of consumers.

These savvy marketers know exactly how to distinguish the differences between beliefs,

attitudes, and behaviors while leveraging all three in the development of marketing strategies.

An attitude in marketing terms is defined as a general evaluation of a product or

service formed over time (Solomon, 2008). An attitude satisfies a personal motive—and at the

same time, affects the shopping and buying habits of consumers. Dr. Lars Perner (2010)

defines consumer attitude simply as a composite of a consumer’s beliefs, feelings, and

behavioral intentions toward some object within the context of marketing. A consumer can

hold negative or positive beliefs or feelings toward a product or service. A behavioral

intention is defined by the consumer’s belief or feeling with respect to the product or service.

“A marketer is challenged to understand the reason a particular attitude might exist.”

Perhaps the attitude formed as the result of a positive or negative personal experience.

Maybe outside influences of other individuals persuaded the consumer’s opinion of a product

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or service. Attitudes are relatively enduring (Oskamp & Schultz, 2005, p. 8). Attitudes are a

learned predisposition to proceed in favor of or opposed to a given object. In the context of

marketing, an attitude is the filter to which every product and service is scrutinized.

1.3.1.1. Functions of Attitudes

The functional theory of attitudes—developed by Daniel Katz—offers an explanation

as to the functional motives of attitudes to consumers (Solomon, 2008). Katz theorizes four

possible functions of attitudes. Each function attempts to explain the source and purpose a

particular attitude might have to the consumer. Understanding the purpose of a consumer’s

attitude is an imperative step toward changing an attitude. Unlike Katz’s explanation of

attitude—as it relates to social psychology, specifically the ideological or subjective side of

man—consumer attitudes exist to satisfy a function (Katz, 1937).

The utilitarian function is one of the most recognized of Katz’s four defined

functions. The utilitarian function is based on the ethical theory of utilitarianism, whereas an

individual will make decisions based entirely on the producing the greatest amount of

happiness as a whole (Sidgwick, 1907). A consumer’s attitude is clearly based on a utility

function when the decision revolves around the amount of pain or pleasure in brings.

The value-expressive function is employed when a consumer is basing their attitude

regarding a product or service on self-concept or central values. The association or reflection

that a product or service has on the consumer is the main concern of an individual embracing

the value expressive function (Solomon, 2008). This particular function is used when a

consumer accepts a product or service with the intention of affecting their social identity.

The ego-defensive function is apparent when a consumer feels that the use of a

product or service might compromise their self-image. Moreover, the ego-defensive attitude is

difficult to change. The ego-defensive attitude—in general psychology—is a way for

individuals deny their own disconcerting aspects (Narayan, 2010). A marketer must tread

lightly when considering a message strategy to a consumer with an attitude based on the ego-

defensive function.

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The knowledge function is prevalent in individuals who are careful about organizing

and providing structure regarding their attitude or opinion of a product or service (Solomon,

2008). A marketer can change a consumer’s knowledge function based attitude by using fact-

based comparisons and real-world statistics in the message strategy. Vague and non-relevant

marketing campaigns are ineffective against a knowledge attitude audience.

Advertising campaigns that appeal to consumer behaviors based on the value-

expressive or utilitarian functions are the most common (Sirgy, 1991). Utilitarian

advertisements deliver a message regarding the benefits of using a product or service.

Advertising targeted to consumers with value-expressive attitudes will typically include

product symbolism and an image strategy. In either case, it is important to understand why a

consumer holds a particular attitude toward the product or service.

1.3.1.2. ABC Model of Attitudes

The ABC Model of Attitudes—consisting of the three components: affect, behavior,

and cognition—accentuates the relationship between knowing, feeling, and doing (Solomon,

2008). Affect is the feeling an individual has regarding an object. In the current context, affect

represents the emotion or opinion about a product or service. Behavior is the responses of a

consumer resulting from affect and cognition. Behavior only implies intention. Cognition is

an individual’s belief or knowledge about an attitude object.

The hierarchy of effects is the result of all three components working together. The

hierarchy of effects is a concept used to distinguish between the involvement levels or

motivation an individual might have toward the attitude object. The standard-learning

hierarchy, low-involvement hierarchy, and experiential hierarchy are the three hierarchies of

effects. Dr. Jill Novack, from Texas A&M University, includes a fourth member of the

hierarchy of effects. Novack states that behavioral influence should be included, and

represented by the component order—behavior, belief, and affect (Novack, 2010).

The standard-learning hierarchy, also known as the high-involvement hierarchy

assumes that the consumer will conduct extensive research and establish beliefs about the

attitude object. The consumer will then establish feelings regarding the attitude object. The

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feelings—or affect—are followed by the individual’s behavior. The cognition-affect-behavior

approach is prevalent in purchase decisions where a high level of involvement is necessary.

The low-involvement hierarchy consists of a cognition-behavior-affect order of

events. A consumer with an attitude formed via the low-involvement hierarchy of effects

bases the purchase decision on what they know as opposed to what they feel. The consumer

establishes feeling about a product or service after the purchase. This limited knowledge

approach is not suitable for life-changing purchases such as a car or new home.

The experiential hierarchy of effects is defined by an affect-behavior-cognition

processing order. In this scenario, the consumer is influenced to purchase based entirely on

their feeling regarding a particular product or service. Cognition comes after the purchase and

enforces the initial affect. Emotional contagion is common in attitudes formed by the

experiential hierarchy of effects (Solomon, 2008). Emotional contagion, in this situation,

suggests that the consumer is influenced by the emotion contained in the advertisement.

Multiattribute models are used to understand and measure attitudes. The basic

multiattribute model has three elements—attributes, beliefs, and weights. Attributes are the

characteristics of the attitude object. Beliefs are a measurement of a particular attribute.

Weights are the indications of importance or priority of a particular attribute. A multiattribute

model can be used to measure a consumer’s overall attitude.

The most influential multiattribute model—the Fishbein model—also uses three

components of attitude. The first, salient beliefs, is a reference to the beliefs a person might

gain during the evaluation of a product or service. Second, object-attribute linkages, is an

indicator of the probability of importance for a particular attribute associated with an attitude

object. Evaluation, the third component, is a measurement of importance for the attribute. The

goal of the Fishbein model is to reduce overall attitudes into a score. Past and predicted

consumer behavior can be used to enhance the Fishbein model (Smith, Terry, Manstead, &

Louis, 2008).

A more advanced and automated modeling technique, semantic clustering, is used to

analyze and predict consumer attitudes. While proven effective for measuring the flow and

direction of information, recently semantic clustering is being used to elicit attitudes toward

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brands (Shaughnessy, 2010). Blogs and forums are a prime target for an analyst using the

semantic clustering technique.

Results from a multiattribute will reveal several pieces of information that can be used

in various marketing applications. If the competitor scores higher on a particular attribute, a

marketer should downplay the attribute and emphasize the importance of a high-scoring

attribute of his or her own. Likewise, if the score reveals a broken connection between a

product and attribute, the marketer can develop a message strategy to establish the link.

Differentiation is an important advantage to marketers. Using the results of a multiattribute

model, a marketer can develop and market new attributes to existing products.

Attitudes can be influenced by many factors outside the product attributes. Social and

cultural environment as well as demographic, psychographic, and geographic conditions can

sometimes shape consumer behavior. Consumer attitude, if positive, is an advantage to a

marketer. A savvy marketer can build a model for prospecting new consumers from the

attributes of a satisfied customer. Direct marketing companies create higher response rates by

using look-alike modeling based on existing customers—individuals with a positive attitude.

Consumer behavior is the study of how a consumer thinks, feels, and selects between

competing products. Moreover,the study of attitudes is critical to understanding the

motivation and decision strategies employed by consumers. The combination of beliefs,

attitudes, and behaviors influence how a consumer reacts to a product or service.

1.3.2. Factors that Change Attitude

Attitudes are the evaluations and associated beliefs and behaviors towards some

object. They are not stable, and because of the communication and behavior of other people,

are subject to change by social influences, as well as an individual's motivation to maintain

cognitive consistency when cognitive dissonance occurs--when two attitudes or

when attitude and behavior conflict. Attitudes and attitude objects are functions

of affective and cognitive components. It has been suggested that the inter-structural

composition of an associative network can be altered by the activation of a single node. Thus,

by activating an affective or emotion node, attitude change may be possible, though affective

and cognitive components tend to be intertwined.

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There are three bases for attitude change, which includes compliance, identification,

and internalization. These three processes represent the different levels of attitude change.

Compliance

One of the pairs of cards used in the experiment. The

card on the left has the reference line and the one on

the right shows the three comparison lines.

Compliance refers to a change in behavior based on consequences, such as an

individual’s hopes to gain rewards or avoid punishment from another group or person. The

individual does not necessarily experience changes in beliefs or evaluation towards an attitude

object, but rather is influenced by the social outcomes of adopting a change in behavior. The

individual is also often aware that he or she is being urged to respond in a certain way.

Compliance was demonstrated through a series of laboratory experiments known as

the Asch experiments. Experiments led by Solomon Aschof Swarthmore College asked

groups of students to participate in a "vision test". In reality, all but one of the participants

were confederates of the experimenter, and the study was really about how the remaining

student would react to the confederates' behavior. Participants were asked to pick, out of three

line options, the line that is the same length as a sample and were asked to give the answer out

loud. Unbeknown to the participants, Asch had placed a number of confederates to

deliberately give the wrong answer before the participant. The results showed that 75% of

participants succumbed to the majority's influence and gave the answer the confederates

picked. Variations in the experiments showed that compliance rates increased as the number

of confederates increased, which plateaus at around 15 confederates. Also, minority

opposition, such as if even one confederate gave the correct answer, the likelihood of

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compliance drops. The basis for compliance is founded on the fundamental idea that people

want to be accurate and right.

Identification

Identification explains one’s change of beliefs and affect in order to be similar to

someone who one admires or likes. In this case, the individual adopts the new attitude, not

due to the specific content of the attitude object, but more so because it is associated with the

desired relationship. Often, children’s attitudes on race, or their political party affiliations are

adopted from their parents’ attitudes and beliefs.

Internalization

Internalization refers to the change in beliefs and affect when one finds the content of

the attitude to be intrinsically rewarding, and thus leading to actual change in beliefs or

evaluation towards an attitude object. The new attitude or behavior is consistent with the

individual’s value system, and tends to be merged with the individual’s existing values and

beliefs. Therefore, behavior adopted through internalization are due to the content of the

attitude object.

The Expectancy-value theory is based on internalization of atittude change. This

model describes the states that the behavior towards some object is a function of an

individual’s intent, which is a function of one’s overall attitude towards the action.

1.3.2.1. Attitude Change Theories

Self Perceptıon Theory

This theory provides an alternative explanation of dissonance effects. It assumes that

we observe our own behavior to determine just what our attitudes are,much as we assume

that we know what another person’s attitude is when we watch what he does. For example in

our focus group participants said that;

"I love using I-Pad because it makes me feel special my friends use it, and it’s seen to be as

an important person."

Self perception theory helps to explain effectiveness of a strategy. Salespeople call the

‘foot-in-the-door’ tecnique. They know that a consumer is more likely to comply with a big

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request if he agrees to a smaller one. The name for this technique comes from the practice of

‘door to door’ selling.

Placing an order is consistent with the self perception that ‘I’m the kind of person

who is willing to buy something from a salesperson who knocks on my door.’

Social Judgement Theory

People assimilate new information about attitude objects in light of what they already

know or feel. They also assume that people assimilate new information about attitude objects

in light of what they already know or feel. The initial attitude acts as a frame of reference, and

we categorize new information in terms of this existing standard. If we should combine this

theory with our focus group, we could say that just as their decision that a product of Apple is

good depends in part on the quality of other products they use such as i-Pad, we develop a

subjective Standard when we judge attitude objects.

One important aspect of the theory is that people differ in terms of the information.

They will find acceptable or unacceptable. They form latitudes of acceptance and rejection

around an attitude Standard. They will evaluate ideas falling within a latitude favorably, but

they are more likely to reject those that fall outside of this zone. In this case, most of the

people in our study group are closer the latidudes of acceptance on i-Pad.

Balance Theory

Fritz Heider originated Balance Theory to show how people develop their

relationships with other people and with things in their environment. Balance Theory says

that if people see a set of cognitive elements as being a system, then they will have a

preference to maintain a balanced state among these elements.

In other words, if we feel we are 'out of balance', then we are motivated to restore a

position of balance. The felt discomfort at imbalance will increase with the strength of the

attitude and the overall interest in the matter.

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Analytically, Balance Theory can be described as follows:

P: the a person to analyse

O: A comparison person (O)

X: A comparison 'thing', such as a impersonal entity, which could be a physical object,

an idea or an event. This may also be a third person.

The goal is now to understand the relationships between each pair (P-O, P-X, O-X), in terms

of:

L: liking, evaluating and approving, or

U: A more general cognitive unit that is formed, such as similarity or belonging.

This can be written in notation to show negative or positive relationship such as PLX

(P Likes X) and P~UO (P does not have relationship U, or has negative relationship U, with

X). Where just one relationship is being studied, it can also be written P+X and P-O to show

positive and negative relationships.

The 'balance' of balance theory considers the consistency of logic between each

relationship and the triangle set of pairs can be in balance or out of balance.

There are four sets of relationships that are usually balanced:

P+O, P+X, O+X

P-O, P-X, O+X

P-O, P+X, O-X

P+O, P-X, O-X

There are also four typically unbalanced relationships, that are likely to be turned into

the above balanced relationships in order to restore balance:

P+O, P-X, O+X

P+O, P+X, O-X

P-O, P+X, O+X

P-O, P-X, O-X

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Heider (1958) illuminated this thus:

my friend’s friend is my friend

my friend’s enemy is my enemy

my enemy’s friend is my enemy

my enemy’s enemy is my friend

1.4. Analysis of Buying Process

The purchasing process can vary from one organization to another. Since we will

focus on i-Pad in our study, we will analyse some common key elements for i-Pad.

1.4.1. Factors that Involve In Buying Process

Purchasing decisions include many factors that most consumers are not even aware of.

Five steps are involved in nearly every purchase made: need recognition, information search,

evaluation of alternatives, purchase decision, and finally post purchase behavior. Even the

simplest purchases can include any or all of these steps. (Brown, 2005) Purchases are further

influenced by such things as personal, psychological, and social issues. A good market

researcher will study the thought process undergone by consumers, compare it with their

demographic data, and use the resulting information to market their products. (Armstrong et

al, 2005)

Problem/Need Recognition

This is in general the first stage in which the consumer recognizes that what essentially

is the problem or need and hence accordingly a consumer can identify the product or kind of

product which would be required by the consumer.

Information Search

In information search, the consumer searches about the product which would satisfy

the need which has been recognized by the consumer in the stage previous to this one.

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Evaluation of Alternatives

In this stage, the consumer evaluates the different alternatives which the consumer

comes across, when the consumer was searching for information. Generally in the information

search the consumer comes across quite a few products and thus now the consumer has to

evaluate and understand which product would be properly suited for the consumer.

Purchase

After the consumer has evaluated all the options and would be having the intention to

buy any product, there could be now only two things which might just change the decision of

the consumer of buying the product that is what the other peers of the consumer think of the

product and any unforeseen circumstances. Unforeseen circumstances for example in this case

could be financial losses which led to not buying of the product.

Post Purchase Behavior

After the purchase the consumer might just go through post purchase dissonance in

which the consumer feels that buying the other product would be better. But a company

should really take care of it, taking care of post purchase dissonance doesn't only spread good

words for the product but also increases the chance of frequent repurchase.

Personal factors affecting consumer buying behavior

Age and Life cycle Stage: Like the social class the human life cycle can have a

significant impact on consumer behaviour. The life cycle is an orderly series of stages in

which consumer attitude and behavioural tendencies evolve and occur because of developing

maturity, experience, income, and status. Marketers often define their target market in terms

of the consumers present lifecycle stage. The concept of lifecycle as applied to marketing will

be discussed in more details.

Occupation And Income: Today people are very concerned about their image and the

status in the society which is a direct outcome of their material prosperity. The profession or

the occupation a person is in again has an impact on the products they consume. The status of

a person is projected through various symbols like the dress, accessories and possessions.

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Life Style: Our life styles are reflected in our personalities and self-concepts, same is

the case with any consumer. We need to know what a life-style is made of. It is a person’s

mode of living as identified by his or her activities, interest and opinions. There is a method of

measuring a consumer’s lifestyle. This method is called as the psychographics-which is the

analysis technique used to measure consumer lifestyles- peoples activities, interests and

opinions. Then based upon the combinations of these dimensions, consumers are classified.

Unlike personality typologies, which are difficult to describe measure lifestyle analysis has

proven valuable in segmenting and targeting consumers according to their lifestyle

classification.

Personality: Personality is the sum total of an individual’s enduring internal

psychological traits that make him or her unique. Self-confidence, dominance, autonomy,

sociability, defensiveness, adaptability, and emotional stability are selected personality traits.

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CHAPTER 2: IMPLEMENTATION AND ANALYSIS OF FOCUS

FOCUS GROUP RESEARCH

2.1.Implementation Process

2.1.1. Definition of Case

As we all know, Apple is an American multinational company that designs, develops,

and sells consumer electronics, computer software, and personal computers. In this focus

group implementation, we considered Apple as our project brand and Ipad as our

consumption material and we planned to investigate the consumers' attitudes toward Ipad and

the effects of that product on their buying decisions.

While we were doing the research, we used the method of focus group to get the

information we need. We organized a meeting with a group of people and implement a set of

questions to them, steer them through their discussions (but not involve) and record their

opinion. We did this in a cafe that can create the sense of sincerity and we did not make

people to think that it is a must to speak and give ideas, which helped us to get the real and

efficient result we wanted.

2.1.1.1 Attributes of Group Members

We knew that the attributes of a focus group's members are important to measure the

variable of attitude. Therefore, we have chosen a portfolio of members who have the product's

itself, who are currently contemplating to buy it, who have a solid idea about the product and

the product line but do not have the product's itself and who have a little idea and will to buy

the product. The structure of the group can be seen below.

Dual Moderator Focus Group

• Quantity: 9 People

• Gender: 2 female and 7 male

• Age: between 22-28

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• Occupation: Mostly students, also some professionals who frequently use their i-Pad

as a tool

• Possesion of I-pad: Most of them have the product, some of them are contemplating

to buy, and a few do not think of buying

2.1.1.2 Questions and Aims of Them

Some of the questions we asked or encouraged our focus group members to discuss

can be seen below questions can be seen below:

What is the first factor that lead you to buy an Ipad ?

Which specifications do you consider before buying a Tablet ?

Which differences in Apple's products make you prefer it to other brands' products?

What is the alternative brand if you can not find an Apple product in your country ?

Which specialities make you feel special when you buy an Ipad ?

How was your attitude before entering an Apple Store or buying an Apple product

first time?

After seeing an Apple’s product, which attitudes or ideas did you change?

How quickly do you make this decision before buying an Ipad ?

Who are influencers ?

Where are you finding information on Tablets and Ipad ?

How do you speak about the product/brand?

How do you relate to product/brand?

Is there any additional information you need to make purchase/decision?

Do you follow Apple/Ipad on Social Media? Does it affect your decisions?

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2.1.1.3 Moderators and Way of Moderating

As the group, we have chosen a moderator who can moderate and give the necessary

induction to the focus group to discuss about product and the issues. Also two other members

were sitting on the table to increase the power of discussion by issuing their ideas to the table.

With this method, we were able to conduct a focus group session for 75 minutes and it was

highly efficient and we have observed that everyone was willing to talk about the product as a

proof of this efficiency.

The moderator and two other members of group who have joined to session tried not

to intervene and give any subjective ideas about the product and brand.

2.1.1.4 Recording of Data

We used a voice recorder to use the data. Also as the group members who attended to

the meeting, we used papers to note down the important points and the answers of the

questions as we received them. After that, we gave these materials to the other group

members to let them use these materials as they evaluate their assignments.

2.1.1.5 Qualitative Analysis of Data

As it can be read from the following part, we tried to use qualitative analysis of data

instead of quantitative analysis. Since the method we use is focus group implementation and

we want the maximum subjective and free ideas of our experimental subjects, we were very

careful not to ask yes/no questions to our focus group. Also we did not ask so much technical

and quantitative questions such as "How many times a week...?" , "How much money would

you spend for..." etc. Therefore the reader of this project is not going to see any tables and

illustrations that are used to help us to show the tendencies, preferences or numeric values.

Instead of this, we tried to work on the data we received and tried to transfer it to the reader in

a logical set that can be understood easily.

Therefore, before reading the following section, we highly recommend you to scan all

the questions and the attributes of our experimental subject to gain the context of our focus

group implementation.

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2.2. Evidences and Their Interpretation

As we conduct our group we have seen lots of evidences about the attitudes of the

people toward iPad and brand Apple.

Forming Attitudes

Positive reinforcement is experienced in our focus group, Ipad advertisements

highlight how to make your life better and easier in order to increase effectivity of work and

life. Other apple products such as iphone, ipod, reinforced people to buy an ipad. Because

they had an Apple product. They used it. They were quite satisfied and the product satisfied

their wants more than they expected. An ipod jumped in water and did not break. It is still

working after 7 years our focus group member bought it. That was a positive reinforcement

for him. A social media specialist, said ipad make thing easier without having any problem

during synchronizing with his smart phone and computer. On the other hand Android tablets

often have this synchronization problem and it is even hard to synchrone different types of

Anroid for a person who is not really interested in technology.

Complex cognitive processes are observed in our every habits during buying or

feeling brand loyality. We see that Apple do not use any commercial face for its products.

However, we see that Apple designers and software specialists give informations about the

product that is introduced by the company. So that, people get the feeling they have the

knowledge of the product and they are geek persons as Apple specialists. They are innovators

and they love technology, they love design. Apple uses some lights around ipad, in order to

seem sophisticated, powerful, and colorful energy inside of the product. They virtualize

everything such as resolution in every inch behind the screen. Our focus group members are

effected by all those lightining method in ipad advertisement.

Structure and the Functions of the Group's Attitude

First, we can see that there are some utilitarian attitude functions behind the interest

of people to the iPad. They always talk about the operating system IOS and its smoothness

and fluency. They say that, they can use the device conveniently with the help of this

operating system and it performs almost perfect with all of the duties. And almost all of them

are aware of the variety of applications in Apple store and the benefits of them. They like the

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service capabilities of the shops that sell apple products. The ones that also have i-Phone says

that they decided to buy this product because of wide touch screen and availability of highly

integration with other devices. We observed and decided to classify the people who posses

both devices and always talk about the features of the iPad, as the die-hard fans.

Second, we could have the opportunity to observe some value expressive attitude

functions of iPad on the group members. Almost all of them were sure about that the design

of the iPad is elegant. Some of them also thinks that there are some effects of the inventor of

the device (Steve Jobs) on it, such as futuristic and revolutionary technologies of the device.

We also heard a different idea that was spelled by an owner. He stated that iPad's price never

drops down and the money that he gives to the products is always protected.

Last, we observed ego-defensive functions of attitude on our subjects. Some of them,

especially ones who contemplated to buy the product and did not buy, and the ones that does

not want to buy the product, have a bad image of iPad because of the users who use the

product just to look trendy. These members of group think in a way like "if this people use

this product, I will not use it". A few other professionals also think that the product is not

answer the core utilities which they need to conduct to reach the aims in their profession.

Their way of thinking can be described with the following sentence; "We conduct serious jobs

and we cannot use i-pad, we use PC, iPad is only a toy to spend some entertaining time" .

Also one of the group members who does not have the product thinks really in a different

way. He stated that he does not live in a wealthy society and it is not comfortable to buy an

expensive device like this and use it in public areas.

Involvement and Power of iPad on the Members Attitudes

We observed that our experimental subjects with high involvement (Cognition-

Affect-Behavior track), have the most consistent state of consumption; mostly motivated by

utilitarian drives (which they show tendency to promote, encourage and renew the

consumption habit with powerful reasoning; buying new versions of i-Pad). They follow or

they are related to the social media groups for the product and brand. They always tend to

answer the criticism with logical answers and act like volunteer marketers of the product. One

of them even wanted to come to the presentation of this project and also speak there.

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The subject who carry this low involvement attitude toward the product iPad

(cognition – behavior – affect track), have doubts to have i- Pad or they have but do not use it

as intensive as others. They think that iPad is a device at all and there are no reason to

promote its features and think about this issues so much. They buy it, use it and forget it.

The subjects with experiential hierarchy of involvement (affect – behavior –

cognition track), are in no doubt; they have i-Pad or not and this is their last and proved belief.

When it is asked why do they use the product or not, they do not prefer to explain it, but

simply they like it or not. Basically either they feel special by buying this product from an

apple shop, having this product with them, showing it to the people or they hate to do all of

these. We believe that the effect of the influencers and environment is extreme on this group

of members.

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CHAPTER 3: CONCLUSION

As it can be seen from the evidences we have found through our focus group research,

it is clear that the success of the apple and its product iPad is not a coincidence. Most of the

people from varied professions, ages and cultures have some reasons to buy iPad and use it.

With the help of our group members efforts and theory of attitude in the science of consumer

behavior, we tried to explain and get insights for all of these attitudes, their reasons, causes

and structures. As it can be seen, they are diversified like the people who like Apple and its

products. Therefore, it is really worth to investigate more and learn about this miraculous

marketing strategy and excellent use of consumer behavior discipline which is conducted by

Apple for decades and helped it to make a marketing phenomenon and a giant in its sector.

We believe that one of the first steps of succeeding a competitive advantage in a

market as Apple did, is getting more information about Apple's marketing strategies that can

create attitude in the minds of people and answer them correctly to let them consume.

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