This document appears to be a term paper for a consumer behavior course focusing on Apple's iPad. The paper includes 3 chapters: a literature review on attitudes and focus group research, an implementation and analysis of a focus group conducted on consumer attitude change regarding the iPad, and a conclusion. The first chapter provides background on concepts like the power of attitudes, how attitudes are formed, focus group research methodology, and models of attitudes and their effects on consumer behavior. The second chapter will discuss conducting and analyzing a focus group on attitudes toward the iPad. The third chapter will draw conclusions.

1. 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

2. 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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3. 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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4. 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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5. 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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6. 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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7. 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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8. 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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9. 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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10. 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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11. 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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12. 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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13. 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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14. 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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15. 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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16. 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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17. • 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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18. 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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19. 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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20. 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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21. 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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22. 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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