Understanding Apple's success

Consumption behaviours are often linked to a desire to gain acceptance from others and more precisely, to gain social prestige. This phenomenon has been acknowledged in regards to the purchase of certain luxury brands (Memushi, 2013) such as Louis Vuitton or Chanel which charge thousands of pounds for a bag. However, in the modern world, innovations tend to be dictated by information and communication technologies and because of their highly functional aspects, it is unclear whether or not their purchase can be linked to status consumption. Therefore, this research will analyse the link between innovation and status consumption by looking into a predominant consumer electronics brand: Apple. The purpose of this research is thus to examine consumers' motivational factor when deciding to purchase their products over alternatives, whilst also providing insights into marketing techniques which can help the diffusion of innovative products on the market.