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A Study on Consumer Satisfaction Towards Apple Smartwatches: A Market Overview Perspective
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Author(s): Manasi Prasad Kabade (Symbiosis Institute of Media and Communication, India)and Nandita Beria (Symbiosis Institute of Media and Communication, India)
Copyright: 2019
Pages: 18
Source title:
Optimizing Millennial Consumer Engagement With Mood Analysis
Source Author(s)/Editor(s): Sabyasachi Dasgupta (O.P. Jindal Global University, India)and Priya Grover (Symbiosis International (Deemed University), India)
DOI: 10.4018/978-1-5225-5690-9.ch013
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Abstract
The focus of the present study is to gain knowledge about the different types of smartwatches with the help detailed mind and mood analysis of the consumers based on the factors influencing the consumers to prefer the Apple brand including the social and cultural factors and the problems faced by them on using other brands. Mind and mood analysis of the consumers included the understanding of social and cultural complexities during the process of buying the product and the post-purchase behavior. The process of buying a smartwatch started form exposure to a stimulus depending on the need and wants of the consumers and the attention was drawn. The learning process of the consumers about the brand or the product which later creating a perception in their minds, developing positive or negative attitude, resulting in a conative behavior, eventually resulting in the purchase of the product and may also result in the repeat purchase, leading to a habit formation, which later reinforce in brand preference, resulting in brand loyalty.
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