The profile of the Apple brand consumer: electronic equipment and software in Lima-Peru

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.