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5.2 Limitations25
References..26
Appendix.28
Chapter One Introduction
1.1 General StatementWith the rapid development of the economy in China and the gradual increase inthe number of the population of electronics consumers, China is playing a more andmore important role. Meanwhile, the foreign brands speed the pace of entering theChina’s economy. Among these successful companies, Apple company successfullyincrease the recognition of the product and the brand via proper market positioningand unique marketing strategy. As a result, based on the Customer Behavior Theory,specific analysis on the consumer’s purchase motivation of iPhone mobile isconducted so that the secret of Apple company’s marketing strategy’s effect oncustomer’s purchase behavior can be found. In the end, domestic companies canimprove core competence, and develop well in such competitive global market. Thatis why the analysis of purchase motivation of iPhone is chosen.The thesis is intended to analyze the college students’ purchase motivation ofiPhone via literature research, questionnaire survey and interview. From the analysisof the data, the question, what motives college students to purchase iPhone, is goingto be answered. Second, in what way purchase motivation will affect college students’purchase behavior, is to be analyzed. It is of great meaning for it to give propersuggestions to domestic companies.
1.2 Research SignificanceBased on the Customer Behavior Theory, the article want to conduct specificanalysis on the consumer’s purchase motivation of iPhone mobile so that we can findthe secret of Apple company’s marketing strategy’s effect on customer’s purchasebehavior, expectantly the college students.Nowadays, the constant deepening of economic globalization and increasinglyfierce of market competition, gradually lead to homogenization of agricultural product.The domestic electronic products are short of competition in the face of foreignelectronic products. The article will take college students as example, and analyze thepurchase motivation in order to conclude the reason of its proper marketing strategy.As a result, the result and the conclusion will set examples for the domesticcompanies, and give some recommendations to the selection of their own marketingstrategy. In the end, domestic companies in China can improve their core competitivecompetence and develop well in such a competitive global market.
1.3 Overall StructureThe thesis is made up of five chapters. Chapter one is an introduction, includingthe general statement of the paper, the significance of the study, and the overallstructure of the paper. Chapter two is a literature review. It gives a detaileddescription of purchase motivation, including its identification, the development oftheories of purchase motivation, and its classifications. Also, based on the existedclassification of types of purchase motivation, the author chooses one classification toanalyze the college students’ behaviors. Chapter three introduces methodology. It includes research questions, research subject, research instrument and researchprocedures. Chapter four presents the result of the research and the detailed analysisof the data of questionnaire. The last chapter summarizes the major findings as well asthe limitations of the paper.