Influence Of International Supply Chain And Pricing Strategy Of Apple Inc. On Consumer Decision

This study based on the research of consumer decision making upon supply chain and pricing strategies of apple Inc.study have measured the mediation of consumer perception,consumer satisfaction,post purchase buying behaviour and demographic factors.Research is significant in term of study related to pricing strategies of apple and supply chain process which is still being impact by covid pandemic.Further is impact on consumer satisfaction as consumer is the most damaged segment of this pandemic.Objectives of the research based on finding out influence of international supply chain and pricing strategy of Apple Inc.on consumer decision.Data was collected using primary data collection techniques of questionnaire prepared upon Likert scale technique.Its primary source of data that is first hand collected from respondents by presenting questionnaire upon sample of 499 respondents.Research model presented by a set of mediating variables(consumer perception,consumer satisfaction,post purchase behaviour and demographic factors),two independent variable pricing strategies and supply chain,and one dependent variable consumer decision.Research methods have been employed regression analysis with mediation,using Baron and Kenny approach to observe the mediation between decision making and supply chain.Mediation impact of post purchase behaviour have been found significant between pricing strategy and consumer decision,supply chain and consumer decision.Consumer perception have been also played significant mediator between supply chain and consumer decision.This research has contribution to literature about recent views and impact of apple incorporation in Pakistan.Research has latest contribution upon apple product and its pricing strategy,supply chain process and consumer satisfaction factors in Pakistan.