THE INFLUENCE OF SOCIAL STATUS AND LIFESTYLE ON BRAND SELECTION: A FOCUS ON APPLE USERS IN COIMBATORE CITY

Abstract: The current study aims to explore the effect of social status and lifestyle factors in brand selection, with special reference to Apple iPhone users in Coimbatore City. In the modern market, brand selection represents a sense of identity and status instead of just only benefiting from using that brand. Apple is one of the best-selling iPhones despite other similar brands that operate at similar price points. The current study utilized a quantitative descriptive design and collected data through a questionnaire from 126 iPhone users in Coimbatore City. The study showed that age, income, and residing place influence iPhone users significantly due to social status and lifestyle, whereas occupation did not influence service-related attributes.Key words Social Status, Lifestyle, Brand Choice, Consumer Behavior, Apple iPhone, Urban Consumers, Demographic Variables, Purchase Decision, Brand Preference

Keywords: Social Status, Lifestyle, Brand Choice, Consumer Behaviour, Apple iPhone, Purchase Decision, Brand Preference