The Effect of Perceived Value and 4Ps of Marketing on the Purchasing Behavior of iPhone Customers

Abstract

This study aims to examine the effects of perceived value and the 4Ps of marketing strategy on the purchasing behavior of iPhone customers. The primary objectives of the study are: 1) to investigate the influence of demographic factors on the purchasing behavior of iPhone customers, 2) to assess the impact of the 4Ps of marketing strategy, namely Product, Price, Place, and Promotion, on iPhone purchasing behavior and 3) to explore the effect of perceived value, in terms of functional, emotional, and social value, on the purchasing behavior of iPhone customers. The study population were Chinese Internet users identified through WeChat, Weibo, TikTok, and other large social media platforms. A total of 400 iPhone customers were surveyed using a structured questionnaire, and the data collected were analyzed using descriptive statistics, ANOVA, and regression methods via SPSS. The study found that demographic factors, including gender, age, marital status, education, and income, significantly influence iPhone customers' purchasing behavior. The 4Ps (Product, Price, Place, and Promotion) of marketing strategy were found to have a statistically significant impact on purchasing behavior. Regression analysis indicated that all components of the marketing mix positively influenced purchasing behavior, with Promotion having the strongest effect. Regarding perceived value, the study found that functional, emotional, and social values each had a significantly positive effect on purchasing behavior, with the combined model explaining 53.6 Percent of the variance in consumer purchase intentions.