The Questionnaire

The following section presents the findings from the questionnaire distributed (Please refer to Appendix 1). In the analysis, the author seeks to highlight how Apple’s means of branding has affected both users and non-users of the iTunes UK service.

4.2.1 Respondent Profile

The first section of this questionnaire aims to ascertain the key demographic information that makes up the respondent’s profile. The results have be divided into two groups, users and non users of iTunes UK. The sample size of each group was caped at 50 respondents.

In the first group , which were users of iTunes, respondents were composed of 67% males, indicating a more male orientated sample group with 45% being between the age of 21 to 30. The dominant consumer behaviour type for iTunes users the complex buying group, closely followed by the habitual buying group.

For the second group of non iTunes users, this sample group was predominantly female, at 58%

with the majority being between the ages of 21 to 30. The main buyer behaviour for this group was the complex buying group, closely followed by the dissonance-reducing buying behaviour type.

By looking at the respondents profiles from one group, one can initially conclude that there is a slight penchant for males to favour iTunes. It is clear that the target age group is between the ages of 21 to 30 and that both group, are mainly composed of complex buying behaviour types, suggesting that both groups have indeed for a set of beliefs and attitudes towards iTunes, and have chose accordingly whether to favour the brand or not.

4.2.2 Brand Attributes

In terms of how the perceived brand attributes affected both groups of consumers, iTunes users strongly believed in the importance of a recognizable brand, suggesting they favourably viewed iTunes as a brand that could satisfy their needs. 71% of respondents confirmed this by clearly stating that the saw great importance in being associated with a famous brand.

The non-iTunes users on the other hand did also favoured being associated with a famous brand, with 54$% of respondents claiming that being linked to a famous brand was important for them.

However, in choosing iTunes, only less than half of the respondent group, at 43%, admitted that the iTunes brand was important to them choosing whether to use the service or not.

It becomes clear that the majority of iTunes users heavily favoured the brand before hand, confirming dominance in complex buyer types within the group. It also become clear that Apple’s efforts to portray their brand image as reputably as possible, clearly was a factor in whether or not to chose the service.

4.2.3 Brand Benefits

82% of iTunes UK users felt that added functionality was important in them choosing to use iTunes, whereas only 46% of non iTunes users found functionally important. Quality was also much less of an issue for non users with only 21% of non users sitting that quality was an important factor for them. The iTunes users group however found that 63% of them considered quality to be a determining factor in the purchase decision process.

This suggests that the iTunes user base perceived the brand to have high levels of quality, whereas non users where not particularly focused on this dimension of the product. The relatively his percentage of users seeking out functionality and quality also suggest that Apple has placed particular emphasis on the dimension of benefits.

4.2.4 Brand Values

85% of respondents felt that the iTunes brand image conveyed a sense of excellence whilst 61%

claimed to have felt more secure shopping on iTunes than on another provider. These statistics are interesting in that they show that a strong sense of brand value has been created amongst this sample group. If one considers the process of consumers forming beliefs, attitudes and finally adopting the product, once can see that the brand image of iTunes has instilled a sense of security and guarantee in quality. Both factors are conducive of brand loyalty and competitive advantage.

4.2.5 Brand Culture

86% of iTunes users found that the brand image iTunes portrayed exuded excellence compared to a much lower 59% of non-users. What is interesting to note, is that even though the majority of non-users think iTunes it’s a good brand, they still chose not to use it. This is perhaps partially explained by only 19% of non users thinking that shopping on iTunes would make them safer than anywhere else, compared to a much higher 66% positive response from iTunes users. It is particularly clear in these two statistics that non-iTunes users have less brand culture than users.

This perhaps explains their choice of non-purchase.

4.2.6 Brand Identity

The final two questions of the survey reflected the sense of brand identity felt by iTunes UK consumers and non-consumers. For the sample group who were iTunes users, 78%% believed that the brand image of iTunes UK matched their own identity whilst only 39% of non-users felt the same way. This perhaps can explain their choice of non-purchase. The questionnaire continues to reveal that 40% of users don not care whether purchasing on iTunes is safer, leaving only 12% on non-users stating that they would feel safer. When compared to a iTunes users, 28%

felt safer with 26% not caring.

This section of the survey was fairly indicative of the fact that the very large majority of iTunes users felt a strong sense of personal identity in the iTunes brands, which has clearly influenced their purchase decision. Whilst a low 39% of non-users feeling a link in terms of identity clearly shows a correlation between perceptions of brand identify on active consumers of iTunes UK services.

4.2.7 Conclusions Drawn from the Surveys

The survey conducted was clearly indicative of the importance that branding has on the consumer purchase decision-making process. A clear majority of respondents who feel a bond between themselves and the iTunes brand have chose to become consumers. Non-users clearly have little emotional or personal investment in the brand and seem to not have perceived or transformed any mental associations into desires to become consumers. One must therefore conclude that the six dimensions of meaning of a brand has a pertinent impact on how consumers view brands.

It must also be duly noted that there exists a clear discrepancy between the consumer behaviour types contained in each group of respondents. Although the dominant consumer behaviour type in both groups was the complex behaviour type, which indicates that this is the dominant type for digital music consumers, there was a higher percentage much higher percentage (27% vs 17%) of habitual buyer types in the group of iTunes users than there was in the non iTunes users. This is suggestive of the fact that consumer behaviour types react differently to the various dimensions of meaning that are portrayed by products.