Why apple? The z generation’s preferences and choices of communication device in light of apple products

Balint Botos (), Bernadett Almadi () and Tibor Pal Szilagyi ()
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Balint Botos: Óbuda University
Bernadett Almadi: Szent Istvan University
Tibor Pal Szilagyi: Óbuda University

A chapter in Proceedings of FIKUSZ '17, 2017, pp 35-43 from Óbuda University, Keleti Faculty of Business and Management

Abstract: Communication is a defining part of our lives. Since humanity’s existence, we communicate depending on our cognitive and progress level. The people of the prehistoric era told stories around campfires, then drew on the cave walls what they wanted to share with others. During the last millenia the means of communication become very different yet the need, the message and the amount of it has not decreased. Our research focuses on the basic issue of how the individual with the need to communicate in some way builds his own subjective system of evaluation and choses the tool he would prefer from the options available. Our basis for primary research is the increasingly popular Apple brand and products as well as the difference between impulsive and conscious purchase based on consumer behaviour. We also treat the so called Z generation and their brand chosing preferences.

Keywords: consumer brand selection; Z generation; communications; system of preferences (search for similar items in EconPapers)
Date: 2017
ISBN: 978-963-449-064-7
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