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

In: Proceedings of FIKUSZ '17

Author

Listed:
  • Balint Botos

    (Óbuda University)

  • Bernadett Almadi

    (Szent Istvan University)

  • Tibor Pal Szilagyi

    (Óbuda University)

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.

Suggested Citation

  • Balint Botos & Bernadett Almadi & Tibor Pal Szilagyi, 2017. "Why apple? The z generation’s preferences and choices of communication device in light of apple products," Proceedings of FIKUSZ 2017, in: Monika Fodor (ed.),Proceedings of FIKUSZ '17, pages 35-43, Óbuda University, Keleti Faculty of Business and Management.
    • Handle: RePEc:pkk:sfyr17:35-43
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