Applying the theory of planned behavior on Apple consumers across Saudi Arabia & United Kingdom to predict purchasing intentions.

Abstract

This research provides an overview of a study applying the theory of planned behaviour to understand consumer behaviour towards Apple products in two divers markets (Saudi Arabia and United Kingdom), through surveys distributed online. Data was collected and analysed using SPSS. Results indicates that attitude towards behaviour, perceived behavioural control, and past behaviour are significant predictors of consumer behaviour in United Kingdom, whereas in Saudi Arabia, intentions and past behaviour play a crucial role. Additionally, subjective norms influenced consumers more in Saudi Arabia in comparison to United Kingdom. Although personality traits (neuroticism and extroversion in particular) are popular among consumers in both countries, they do not significantly predict intentions. This research offers insights for apple marketers to better understand consumer behaviour, and provides a deeper understanding of social differences between divers markets.