Social and Lifestyle Factors Affecting Apple Product Adoption – A Study on Coimbatore City

This study examines the influence of social status and lifestyle on brand selection, with special reference to Apple iPhone users in Coimbatore City, Tamil Nadu. The research aims to understand how socio-economic background, lifestyle orientation, and status aspirations affect consumers’ preference for the iPhone. A quantitative descriptive research design was adopted, and primary data were collected from 126 respondents through structured questionnaires using convenience sampling. Analytical tools such as percentage analysis, correlation, and ranking were employed. The findings reveal that the iPhone is widely perceived as a premium and status-symbol brand, and lifestyle factors significantly influence purchase decisions. The study concludes that aspirational motives and social identity play a vital role in shaping brand choice in emerging urban markets.