Apple Inc- Iphone
choose a single brand within a product category which you can find and collect brand-related information (e.g. advertisements, news/business articles, websites). After careful analysis of the brand?s current marketing communication, you must then describe the areas in which the use of 3 consumer behaviour theories / concepts have been applied to the group?s chosen brand. The key is to identify how the firm marketing the chosen brand are attempting to influence, modify or impact the consumers? behaviour using specific consumer behaviour theory. You must reinforce your discussion with clear evidence (i.e. scholarly articles) that supports, explains and critiques consumer behaviour theory within the brand information that you have collected.
Report development:
The group must do two things in order to successfully complete the report. First, the group must become familiar with the various consumer behaviour concepts covered in the course. The group must be able to read about the actions of a particular brand and recognise when these actions illustrate the use of a consumer behaviour concept. Second, the group must do extensive research and analysis into the brand. A deep understanding of the chosen brand is required so that the group can identify how consumer behaviour concepts have been applied in its marketingcommunication. It is strongly recommended that groups conduct workshop sessions utilising group meeting rooms in the library to share and exchange ideas, and collaborate on the development of the assignment.

1. Brand Overview ? this should be a brief introduction that details the background of the organisation, and the brand which you have chosen.
2. Identification of Relevant Theories/Concepts ? this requires you to consider some of the major impacts of consumer behaviour theory on the particular brand which you have chosen. You need to analyse what, how and why consumer behaviour theories are relevant, and the results and benefits that the firms obtain from using the consumer behaviour theories and concepts you have identified. Examples include brand personality, involvement theory, consumer personality and self-concept, consumer imagery, emotional appeals, Maslow?s hierarchy of needs, consumer decision making models, consumer innovativeness, social class and so forth. Limit the identification of specific consumer behaviour theories to 3 in your discussion.
3. References ? Scholarly marketing journals, periodicals, newspapers, annual reports and textbooks are required to provide theoretical and practical support in the report. Please do not contact any firms associated with the brand chosen, you are to use secondary resources only. Don?t just describe, you must analyse, discuss and evaluate your ideas.
In this report, we choose Apple Inc, and force in Iphone to analysis and discuss. we require that coverpage, title, executive summary of this paper, table of content, introduction, body, conclusion, appendix, reference list.
the writer should follow this content to do this report and research the new information about iphone(e.g Iphone 5)
the content follow as:
1.introduction
2.Apple and Iphone overview
3.Consumer Behaviour Theory
3.1 Importance of Consumer Behaviour Theory
3.1 Factors that affect Consumer Behaviour Theories
4.Identification of Relevant Theories
4.1 Segmentation, Targeting, Positioning
4.2 Brand Personality, Consumer Personality and Self-concept Theory
4.2.1 Consumer Dogmatism
4.3 Attitudes
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