apple i phone final

COLLEGE STUDENTS ATTITUDE TOWARDS APPLE IPHONE-5

A Project Report Presented to the Faculty of the

AURO University

Surat

In Partial Fulfilment

Of the Requirements for the Degree of

Master of Business Administration

Submitted by:

JUHI GANDHI

Submitted to:

Ms JYOTI CHANDWANI

Research Methodology

December 2013

COLLEGE STUDENT’S ATTITUDE TOWARDS APPLE IPHONE-5

DEED OF DECLARATION

I, __________________________________, hereby submit my research paper entitled _____________________________________________________

___________________________________ And truthfully declare that the above-titled

paper is a product of my original research investigation.

I further declare that, should the school eventually discover that a substantial portion of my paper

is lifted, in to, from original sources, using exactly the words of the author in more than 50% of

the whole content, I reserve the right to AURO University, Surat to recall my MBA Diploma and

cancel the degree granted to me.

Signed this day of __________________________ at AURO University, Surat

___________________________

MBA Candidate

AURO UNIVERSITY, SURAT


CERTIFICATE



ACKNOWLEDGMENT

I heartily wish to extend heartfelt appreciation and gratitude to numerous Mentors, benefactors, and constituents who have collectively endowed the Wherewithal, faith and encouragement for me to navigate and complete my Project journey.

To Professor Kamlesh Mishra, my primary advisor and unflagging advocate, who mustered devoted, continuing, innovative and adaptive mentorship to impel and shepherd my checked efforts through diverse and abounding challenges, I extend my deep and abiding respect and many, many thanks.

To Professor Jyoti Chandwani, my supporting advisor, who gently and patiently endured my academic tardiness, I offer commensurate veneration?

To the faculty and staff of the School of Management and Entrepreneurship, AURO University, Surat.



PREFACE

COLLEGE STUDENTS ATTITUDE TOWARDS APPLE IPHONE-5

“Master of Business Administration, Auro University, Surat, December 2013.

The existing report is presented as the third credit seminar, which is the part of the given

course work of his fulfillment of the award of PhD degree in Management. I have already

presented my first credit seminar on “College Students” and second credit seminar on “Attitude

Towards Apple IPhone-5”.Now I’m presenting my third credit seminar on “Research Design”.

This study was an attempt to determine that how much the college students are influenced

towards new upcoming technologies. Here, the paper talks particularly about apple and in that

also about IPhone-5.In this seminar , 1st chapter is on introduction which also gives the idea

about proposed study title and objectives of the study. The 2nd chapter gives us the deep

knowledge about company profile i.e. about Apple as a company. The 3rd chapter gives us the

details of the Theoretical Framework which includes the attitude, various components of attitude

etc. The 4th chapter gives information about Research Methodology. The 5th chapter includes

Analysis and Interpretation of respondents i.e. sample. The 6 th chapter includes findings. The 7th

chapter includes Recommendation and Conclusions. The 8th chapter includes Bibliography.



TABLE OF CONTENTS

SR.NO. TITLE PAGE NO.

1. INTRODUCTION

1.1Information Technology in India

1.2History

1.3Major companies producing iPhone7.

2. COMPANY PROFILE

2.1Apple as a company

2.2Vision,Mission,Goals and Objectives

2.3History of Company

2.4 Company Strategy

2.5Popular products of Apple

2.6 SWOT Analysis

17.

3. LITERATURE -REVIEW 34.

4. THEORETICAL FRAMEWORK

4.1Attitude

4.2Attitude Formation

4.3Attitude Change

4.4Components of Attitude

4.5Functions Of Attitude

36.

5. RESEARCH METHODOLOGY

5.1 Objective

5.2 Nature of Research

5.3 Scope of Research

5.4 Type of research design

5.5 Collection of Data

5.6 Sampling

39.



5.7 Analysis

5.8 Limitations of Study

6. ANALYSIS AND INTERPRETATION 44.

7. FINDINGS 71.

8. RECOMMENDATIONS AND

CONCLUSIONS

72.

9. BIBLOGRAPHY 73.

10. ANEXURE 74.



CHAPTER-1 INTRODUCTION



1.1 Information Technology in India:

The Information technology industry in Indiahas gained a brand identity as a knowledge economy

due to its IT and ITES. The IT industry has two major components: IT Services and business process

outsourcing (BPO). The growth in the service sector in India has been led by the IT sector,

contributing substantially to increase in GDP, employment, and exports. The sector has increased its

contribution to India's GDP from 6.1% in 2009-10 to 6.4% in 2010-11. According to NASSCOM,

the IT–BPO sector in India aggregated revenues of US $88.1 billion in FY2011. The top seven cities

that account for about 90% of this sectors exports are Bangalore, Chennai, Hyderabad, Mumbai,

Pune, Delhi, Kolkata, Coimbatore and Kochi Export dominate the IT industry, and constitute about

77% of the total industry revenue. Though the IT sector is export driven, the domestic market is also

significant with a high revenue growth.

This sector has also led to employment generation. Direct employment in the IT services and

BPO/ITES segment was 2.3 million in 2009-10 and is estimated to reach nearly 2.5 million by

the end of financial year 2010-11. Indirect employment of over 8.3 million job opportunities is

also expected to be generated due to the growth of this sector in 2010-11. Generally these jobs

have been generated in diverse fields covering wide range of industry. India continues to be the

dominant player in the global outsourcing sector. However, the sector continues to face

challenges of competitiveness in the globalize world, particularly from countries like China and

Philippines.

India's IT Services industry was born in Mumbai in 1967 with the establishment of Tata Group

in partnership with Burroughs. The first software export zone SEEPZ was set up here way back

in 1973, the old avatar of the modern day IT Park.

India's growing stature in the Information Age enabled it to form close ties with both the United

States of America and the European Union. However, the recent global financial crises have

deeply impacted the Indian IT companies as well as global companies. As a result hiring has

dropped sharply, and employees are looking at different sectors like the financial service,



telecommunications, and manufacturing industries, which have been growing phenomenally over

the last few years.

1.2 History:

Traditional tablet PC

A tablet personal computer (tablet PC) is a portable personal computer equipped with a touch

screen as a primary input device, and running a modified desktop OS designed to be operated

and owned by an individual. The term was made popular as a concept presented by Microsoft in

2000 and 2001 but tablet PCs now refer to any tablet-sized personal computer regardless of the

(desktop) operating system.

Tablet personal computers are mainly based on the x86 IBM-PC architecture and are fully

functional personal computers employing a slightly modified personal computer OS (such as

Windows or Linux) supporting their touch-screen, instead of a traditional display, mouse and

keyboard. A typical tablet personal computer needs to be stylus driven, because operating the

typical desktop based OS requires a high precision to select GUI widgets, such as a the close

window button.

Post-PC" Tablets

These "post-PC" mobile OS tablet computer devices are normally finger driven and most

frequently use capacitive touch screens with multi-touch capabilities instead of the simple

resistive touch screens of typical stylish driven systems. The most successful of these was the

Apple iPad using the iOS operating system. Samsung's Galaxy Tab and others followed,

continuing the now common trends towards multi-touch and other natural user interface features,

as well as flash memory solid-state storage drives and "instant on" warm-boot times; in addition,

standard external USB and Bluetooth keyboards can often be used.

Touch User Interface

A key and common component among tablet computers is touch input. This allows the user to

navigate easily and intuitively and type with a virtual keyboard on the screen. the tablet featured



both a stylish, a pen-like tool to aid with precision in a touch screen device as well as an on

screen keyboard.

The event processing of the operating system must respond to touches rather than clicks of a

keyboard or mouse, which allows integrated hand-eye operation, a natural part of sensory

system. Although the device implementation differs from more traditional PCs or laptops, tablets

are disrupting the current vendor sales by weakening traditional laptop PC sales in favor of the

current tablet computers. This is even truer of the "finger driven multi-touch" interface of the

more recent tablet computers, which often emulate the way actual objects, behave.

Touch screen Hardware:

Touch screens are usually one of two forms;

Resistive touch screens are passive and can respond to any kind of pressure on the screen.

They allow a high level of precision (which may be needed, when the touch screen tries to

emulate a pointer for precision pointing, which in Tablet personal computers is common) but

may require calibration to be accurate. Because of the high resolution of detection, a stylish

or fingernail is often used for resistive screens. Although some possibilities exist for

implementing multi-touch on a resistive touch-screen, the possibilities are quite limited. As

modern tablet computers tend to heavily lean on the use of multi-touch, this technology has

faded out on high-end devices where it has been replaced by capacitive touch screens.

Capacitive touch screens tend to be less accurate, but more responsive than resistive screens.

Because they require a conductive material, such as a finger tip, for input, they are not

common among (stylus using) Tablet PCs but are more prominent on the smaller scale

"tablet computer" devices for ease of use, which generally do not use a stylus, and need

multi-touch capabilities.

Other touch technology used in tablets includes:

Palm recognition:



It prevents inadvertent palms or other contacts from disrupting the pen's input, Multi-touch

capabilities, which can recognize multiple simultaneous finger touches, allowing for enhanced

manipulation of on-screen objects

1.3 Major Companies producing i phones:

Users wanting to check out all the advantages of a tablet (lighter weight, lower power, easier

navigation, ability for use without a keyboard and mouse, enhanced and more realistic painting

and editing, easier and faster entering, independent universal input, and more natural clicking by

using a stylus) should take note of this list of recently released and upcoming computers by

companies hoping to dominate the market:

1. KARBON:

Karbonn Mobiles India pvt ltd has a strategic tie-up with SystemsShy am TeleServices Limited. Karbonn became one of the top five mobile brands in India in just about four years since its inception. It was one of the first companies to introduce the concept of Dual-SIM mobile phones in the country. With the motto of ‘Massify Technology’ the company has taken advantage of the fast growing mobile market in India by providing affordable, value for money mobile devices and a smart marketing campaign to reach the vast majority of mobile customers in the country. The karbon product ranges from Android powered Smart Phones (Dual SIM) and Tablets to GSM-CDMA dual core processor feature phones and Dual GSM feature phones.



2. MICROMAX:

The company's product portfolio has more than 60 models ranging from feature rich, dual SIM

phones, 3GAndroidSmartphones, Tabletop’s, LEDTelevisions and 3Gdata cards. The company

claims it has many firsts to its credit in the Mobile handset market – including the 30-day battery

backup, dual SIM, QWERTY Keypad, Universal Remote ControlMobilePhone etc. Micromax

has presence in more than 560 districts through 125,000 retail outlets in India. The company has

sales presence spread across Bangladesh, Sri Lanka and Nepal.

3. IBALL

IBall was launched in September 2001.It makes peripheral devices and hardware’s for personal computers, including keyboards, mice, CPU Cabinets and webcams. iBall also makes home and computer speakers, headphones, microphones, MP3 Players, SMPS, LCD Monitors, USB Flash Drives, tablets (Pen Drives) and barcode scanners.



4. DELL Streak:

Dell Inc. (Dell) came out with the Dell Streak (smart phone/tablet hybrid with an Android

operating system) in August 2010. Featuring a 5 inch screen and two cameras capable of video, it

is equipped with three capacitive Android buttons for Home, Menu, and Back, as well as a Dell

skin and cradle adapter with HDMI out.



5. APPLE VS SAMSUNG IPHONES:

Samsung Electronics Co Ltd lost its bid to ban sales of Apple Inc's older iPhone and iPad in South Korea, as a court dismissed a lawsuit claiming the US firm had infringed three of Samsung's mobile patents. The lawsuit was part of the tech giants' global courtroom battle dating back to 2011, when Apple first sued Samsung for copying the look and feel of its iconic iPhone and iPad. Apple spends over $60 million on US lawyers against SamsungA judge at the Seoul Central District Court said Apple products such as the iPhone 4S, iPhone 5 and iPad2 did not violate Samsung patents on short message display methods and messaging grouping features.



The court ruled against a sale ban on the products and threw out Samsung's claim for 100 million won ($95,100) in damages. 5 things to know about $290 million Apple verdict In a separate ruling in August last year, the same court ordered Apple to pay Samsung 40 million won in damages for infringing two of the South Korean firm's wireless technology. Apple and Samsung have gone to trial twice in the past two years in a San Jose, California federal court, where juries have awarded Apple roughly $930 million in damages.

6. RIM BlackBerry:

Research In Motion (RIMM), the telecommunication and wireless device company responsible

for designing and manufacturing the award-winning BlackBerry smart phone has unveiled the

Playbook tablet. It will feature a 7 inch screen, built-in camera and wireless link capability to

cellular networks through the capability to link wirelessly to cellular networks through

BlackBerry smart phones.

This tablet carries a rumored price-tag of $499.

7. Acer :

Acer Incorporated (ACID) a Taiwan-based computer technology and Electronics Corporation

will unveil the Acer Tablet PC in 2010. Features on this tablet include a 7 inch screen, 2.2



FroYo, an ARM processor, great multimedia options and Adobe Flash support. Tablets with 5 or

10 inch screens are also available.

Pricing will be $299-$699, according to size.

8. ASUSTeK:

ASUSTeK Computer Inc. (ASKD), a computer product manufacturer centered in Taiwan is

releasing its Eee Pad (tablet computer using an NvidiaTegra 2 chip and 3G wireless connection)

in 2011. It will feature the following: a 10 or 12 inch screen, 1024 x 600 pixels of resolution, 0.3

mega pixel camera, 1GHz nVidiaTegra 2 dual-core CPU, 3G connectivity, Wi-Fi capability,

Windows 7 operating system ,16GB / 32GB of capacity storage, SD, SDHC, MMC card reader

support, and Bluetooth 2.1. The Eee Pad has two docking stations, one for a keyboard, and one

turning the device into a laptop.

Pricing for this unreleased tablet is reported to be $399.99.

9. Lenovo:

The tablet features Android 2.1 Éclair OS, a 1.0 GHz Processor, Wi-Fi capability, Bluetooth

support, a 10.1 inch screen, Display resolution: 800 x 480 pixels, and a camera with LED flash.



The LePad is both a tablet and a netbook, able to be used as a standalone tablet, and neatly

placed inside a special dock /case offering a full keyboard and additional ports.

Originally founded in China, Lenovo is the leading global manufacturer of personal computers.

Its products are marketed through chain retailers, company-owned stores (in China only), major

technology distributors and vendors, and online sales.




COMPANY PROFILE


CHAPTER-2 COMPANY PROFILE

2.1 Apple Inc.:

Apple Inc. (NASDAQ: AAPL) formerly Apple Computer, Inc. is an American multinational

corporation that designs and sells consumer electronics, computer software, and personal

computers.

The company's best-known hardware products are computers, the iPod, the iPhone and the iPad.

Its software includes the Mac OS X operating system; the iTunes media browser; the life suite of

multimedia and creativity software; the iWork suite of productivity software; Aperture, a

professional photography package; Final Cut Studio, a suite of professional audio and film-

industry software products; Logic Studio, a suite of music production tools; the Safari web

browser; and IOS, a mobile operating system.

As of July 2011, Apple has 357 retail stores in ten countries, and an online store. It is the largest

publicly traded company in the world by market capitalization,

Overtopping ExxonMobil by some $60 billion, as well as the largest technology company in the

world by revenue and profit, worth more than Google and Microsoft combined. As of September

24, 2011, the company had 60,400 permanent full-time employees and 2,900 temporary full-time

employees worldwide;



Its worldwide annual sales totaled $65.23 billion, growing to $108.249 billion in 2011.

Fortune magazine named Apple the most admired company in the United States in 2008, and in

the world from 2008 to 2011.However, the company has received widespread criticism for its

contractors' labor, and for its environmental and business practices.

Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the

company was named Apple Computer, Inc. for its first 30 years. The word "Computer" was

removed from its name on January 9, 2007, as its traditional focus on personal computers shifted

towards consumer electronics.

2.2 Vision, Mission, Goals and Objectives:

Vision Statement:

Apple is committed to bringing the best personal computing experience to students, educators,

creative professionals, and consumers around the world through its innovative hardware,

software, and Internet offerings.

Mission Statement:

Apple Computer is committed to protecting the environment, health and safety of our employees,

customers and the global communities 'where we operate. We recognize that by integrating

sound environmental, health and safety management practices into all aspects of our business,

we can offer technologically innovative products and services while conserving and enhancing

resources for future generations. Apple strives for continuous improvement in environment,

health and safety management systems and in the environmental quality of our products,

processes and services.

Goals and objective:

1. To keep creating and releasing computer and consumer electronics those are more users

friendly.

2. Focus more opening stores at international level and demographic level to increase sales.

3. New Innovation



2.3 History of the Company:

1976–1980:

Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne,to sell

the Apple I personal computer kit. They were hand-built by Wozniak and first shown to the

public at the Homebrew Computer Club. The Apple I was sold as a motherboard (with CPU,

RAM, and basic textual-video chips)—less than what is today considered a complete personal

computer. The Apple I went on sale in July 1976 and was market-priced at $666.66

Apple was incorporated January 3, 1977 without Wayne, who sold his share of the company

back to Jobs and Wozniak for $800. Multi-millionaire Mike Mark Kula provided essential

business expertise and funding of $250,000 during the incorporation of Apple.

The Apple II was introduced on April 16, 1977 at the first West Coast Computer Faire. It

differed from its major rivals, the TRS-80 and Commodore PET, because it came with character

cell based color graphics and an open architecture. While early models used ordinary cassette

tapes as storage devices, they were superseded by the introduction of a 5 1/4 inch floppy disk

drive and interface, the Disk II.

The Apple II was chosen to be the desktop platform for the first "killer app" of the business

world—the VisiCalc spread sheet program. VisiCalc created a business market for the Apple II,

and gave home users an additional reason to buy an Apple II—compatibility with the office.

By the end of the 1980s, Apple had a staff of computer designers and a production line. The

company introduced the ill-fated Apple III in May 1980 in an attempt to compete with IBM and

Microsoft in the business and corporate computing market.

Jobs and several Apple employees including JefRaskin visited Xerox PARC in December 1979

to see the Xerox Alto. Xerox granted Apple engineers three days of access to the PARC facilities

in return for the option to buy 100,000 shares (800,000 split-adjusted shares) of Apple at the pre-

IPO price of $10 a share. Jobs was immediately convinced that all future computers would use a

graphical user interface (GUI), and development of a GUI began for the Apple Lisa.

When Apple went public, it generated more capital than any IPO since Ford Motor Company in

1956 and instantly created more millionaires (about 300) than any company in history.



1981–1985: Lisa and Macintosh

Steve Jobs began working on the Apple Lisa in 1978 but in 1982 he was pushed from the Lisa

team due to infighting, and took over JefRaskin's low-cost-computer project, the Macintosh. A

turf war broke out between Lisa's "corporate shirts" and Jobs' "pirates" over which product

would ship first and save Apple. Lisa won the race in 1983 and became the first personal

computer sold to the public with a GUI, but was a commercial failure due to its high price tag

and limited software titles.

In 1984, Apple next launched the Macintosh. The Macintosh initially sold well, but follow-up

sales were not strong due to its high price and limited range of software titles. The machine's

fortunes changed with the introduction of the LaserWriter, the first PostScript laser printer to be

offered at a reasonable price, and PageMaker, an early desktop publishing package. The Mac

was particularly powerful in this market due to its advanced graphics capabilities, which had

necessarily been built in to create the intuitive Macintosh GUI.

In 1985 a power struggle developed between Jobs and CEO John Sculley, who had been hired

two years earlier. The Apple board of directors, instructed Sculley to "contain" Jobs and limit his

ability to launch expensive forays into untested products. Rather than submit to Sculley's

direction, Jobs attempted to oust him from his leadership role at Apple. Sculley found out that

Jobs had been attempting to organize a putsch and called a board meeting at which Apple's board

of directors sided with Sculley and removed Jobs from his managerial duties. Jobs resigned from

Apple and founded NeXT Inc. the same year.

1986–1993: Rise and fall

The Macintosh Portable was Apple's first "portable" Macintosh computer, released in 1989.

The Macintosh Portable was designed to be just as powerful as a desktop Macintosh, but

weighed 7.5 kilograms (17 lb) with a 12-hour battery life. The same year, Apple introduced

System 7, a major upgrade to the operating system, which added color to the interface and

introduced new networking capabilities. The magazine Mac Addict named the period between

1989 and 1991 as the "first golden age" of the Macintosh.



Microsoft continued 1990, Apple released the Macintosh LC with a single to gain market share

with Windows, focusing on delivering software to cheap commodity personal computers while

Apple was delivering a richly engineered, but expensive, experience. Apple relied on high profit

margins and never developed a clear response.

1994–1997: Reinvention Attempts at

By the early 1990s, Apple was developing alternative platforms to the Macintosh. Apple had also

begun to experiment in providing a Mac-only online portal which they called eWorld, developed

in collaboration with America Online and designed as a Mac-friendly alternative to other online

services such as CompuServe. The Macintosh platform was itself becoming outdated because it

was not built for multitasking, and several important software routines were programmed

directly into the hardware.

In 1996, Steve Jobs back to Apple as an advisor. On July 9, 1997, Jobs became the interim CEO

and began restructuring the company's product line.

At the 1997 Macworld Expo, Steve Jobs announced that Apple would join Microsoft to release

new versions of Microsoft Office for the Macintosh, and that Microsoft made a $150 million

investment in non-voting Apple stock.

On November 10, 1997, Apple introduced the Apple Online Store, tied to a new build-to-order

manufacturing strategy.

1998–2005: Return to profitability

On August 15, 1998, Apple introduced a new all-in-one computer: the iMac. The iMac design

team was led by Jonathan Ive, who would later design the iPod and the iPhone. The iMac

featured modern technology and a unique design, and sold almost 800,000 units in its first five

months.

Through this period, Apple purchased several companies to create a portfolio of professional and

consumer-oriented digital production software.

On May 19, 2001, Apple opened the first official Apple Retail Stores in Virginia and California.

Later on July 9 they bought Spruce Technologies, a DVD authoring company.



On October 23 of the same year, Apple announced the iPod portable digital audio player, and

started selling it on November 10. The product was phenomenally successful — over 100 million

units were sold within six years.

In 2003, Apple's iTunes Store was introduced, offering online music downloads for $0.99 a song

and integration with the iPod. The service quickly became the market leader in online music

services, with over 5 billion downloads by June 19, 2008.

2005–2007: The Intel transition

The MacBook Pro (15.4" widescreen) was Apple's first laptop with an Intel microprocessor. It

was announced in January 2006 and is aimed at the professional market.

At the Worldwide Developers Conference keynote address on June 6, 2005, Steve Jobs

announced that Apple would begin producing Intel-based Mac computers in 2006.On January

10, 2006, the new MacBook Pro and iMac became the first Apple computers to use Intel's Core

Duo CPU. The Mac Pro, MacBook, and MacBook Pro became their respective successors.

Apple's success during this period was evident in its stock price. Between early 2003 and 2006,

the price of Apple's stock increased more than tenfold, from around $6 per share (split-adjusted)

to over $80. In January 2006, Apple's market cap surpassed that of Dell. Nine years prior, Dell's

CEO Michael Dell said that if he ran Apple he would "shut it down and give the money back to

the shareholders."

Although Apple's market share in computers had grown, it remained far behind competitors

using Microsoft Windows, with only about 8% of desktops and laptops in the U.S.

2007–2011: iPhone, iPod Touch and iPad

Delivering his keynote speech at the Macworld Expo on January 9, 2007, Jobs announced that

Apple Computer, Inc. would from that point on be known as Apple Inc., because computers were

no longer the main focus of the company, which had shifted its emphasis to mobile electronic

devices. The event also saw the announcement of the iPhone and the Apple TV. The following

day, Apple shares hit $97.80, an all-time high at that point. In May, Apple's share price passed

the $100 mark.

In July of the following year, Apple launched the App Store to sell third-party applications for

the iPhone and iPod Touch. Within a month, the store sold 60 million applications and brought in



$1 million daily on average, with Jobs speculating that the App Store could become a billion-

dollar business for Apple. Three months later, it was announced that Apple had become the

third-largest mobile handset supplier in the world due to the popularity of the iPhone.

Apple announced a large screen, tablet-like media device known as the iPad on January 27,

2010. The iPad runs the same touch based operating system that the iPhone uses and many of the

same iPhone apps are compatible with the iPad. This gave the iPad a large app catalog on launch

even with very little development time before the release. Later that year on April 3, 2010, the

iPad was launched in the US and sold more than 300,000 units on that day and reaching 500,000

by the end of the first week.

Apple released the fourth generation iPhone, which introduced video calling, multitasking, and a

new insulated stainless steel design, which acts as the phone's antenna. Because of this antenna

implementation, some iPhone 4 users reported a reduction in signal strength when the phone is

held in specific ways. After a large amount of media coverage including mainstream news

organizations, Apple held a press conference where they offered buyers a free rubber 'bumper'

case, which had been proven to eliminate the signal reduction issue. Later that year Apple again

refreshed its iPod line of MP3 players which introduced a multi-touch iPod Nano, iPod Touch

with Face Time, and iPod Shuffle with buttons which brought back the buttons of earlier

generations.

2011: Post–Steve Jobs era

On January 17, 2011, Jobs announced in an internal Apple memo that he would take another

medical leave of absence, for an indefinite period, to allow him to focus on his health. Chief

operating officer Tim Cook took up Jobs' day-to-day operations at Apple, although Jobs would

still remain "involved in major strategic decisions for the company." Apple became the most

valuable consumer-facing brand in the world. In June 2011, Steve Jobs surprisingly took the

stage and unveiled iCloud. ICloud is an online storage and syncing service for music, photos,

files and software which replaced Mobile ME, Apple's previous attempt at content syncing. This

would be the last product launch Jobs would attend before his death. It has been argued that

Apple has achieved such efficiency in its supply chain that the company operates as a

monophony (one buyer, many sellers), in that it can dictate terms to its suppliers. Briefly in July

2011, due to the debt-ceiling crisis, Apple's financial reserves were greater than those of the US



Government. On August 24, 2011, Jobs resigned his position as CEO of Apple. He was replaced

by Tim Cook and Jobs became Apple's chairman.

On October 4, 2011, Apple announced the iPhone 4S, which includes an improved camera with

1080p video recording, a dual core A5 chip capable of 7 times faster graphics than the A4, an

"intelligent software assistant" named Siri, and cloud-sourced data with iCloud. One day later, on

October 5, 2011, Apple announced that Jobs had died, marking the end of an era for Apple Inc.

The iPhone 4S was officially released on October 14, 2011.

On January 19, 2012, Apple's Phil Schiller introduced eBooks Textbooks for iOS and iBook

Author for Mac OS X in New York. This was the first major announcement by Apple since the

passing of Steve Jobs, who stated in his biography that he wanted to reinvent the textbook and

education.

2.4 Company’s Strategy:

Apple Computer's business strategy leverages the company's unique ability to internally design

and develop operating systems, hardware, application software, and services to deliver superior

new products and solutions which are differentiated by their ease-of-use, seamless integration,

and innovative industrial design. Marketing begins with simple and aesthetic product design,

which generates viral customer interest in Apple products. In an industry of low profit margins

and cost cutting, Apple focuses on revealing radical concepts and appealing designs to making

its products different. Its differentiation increases brand loyalty and reduces price sensitivity.

While competitors seek to imitate Apple's successful products and the innovative complementary

relationship between iPod and iTunes, Apple continues to introduce ground-breaking new

products timed perfectly to achieve first mover advantages. The company continually re-invents

itself to enter new product categories and avoid price competition in maturing product markets.

Identifying emerging trends and exploiting the advantages of early market penetration has been

fundamental to Apple's revolutionary success in the distribution of music, and the company plans

to achieve similar results in video distribution and mobile phone connectivity. Apple seeks to

change the way people behave rather than just competing in the marketplace for traditional

products or with incremental innovations. Product refinement and development now aims at

capitalizing on the convergence of PCs, digital consumer electronics, and mobile



communications. Using the company's core competencies in different product markets

(employing a multiproduct strategy) decreases Apple's dependence on revenues from a single

market. Related diversification allows the company to share resources, activities, and

technologies across product lines, and the transfer of skills and intangible core competencies can

build a competitive advantage that is difficult for rivals to emulate.Apple's valued supply chain

relationships, reseller agreements, wireless carrier contracts, and innovative co-branding

arrangements play a critical role in supporting the company's differentiation strategy, powerfully

linking the success of strategic partners together. The company's strategic alliances have

provided an effective avenue for gaining sizeable market share. Also, affiliations with other

strong brand names serve to increase Apple's marketing exposure and build consumer

confidence. Apple’s strategy also involves the pursuit of opportunities to create demand for its

products in the global market. In today's business environment, it is common to expand into

international markets when domestic markets mature and commodity pricing tactics infiltrate the

industry. The impact of downward pressure on prices can be minimized when alternative markets

are discovered. For high-tech products like the iPhone, immediate success can be found in many

different cultures and societies. Additionally, operating and selling beyond the home market can

enhance the company's ability to compete with major rivals and bring knowledge into the

organization to expand its pool of innovative ideas.

2.5 Popular Products Apple Inc.:

I Pad

On January 27, 2010, Apple introduced their much-anticipated media tablet, the iPad running a

modified version of iOS. It offers multi-touch interaction with multimedia formats including

newspapers, magazines, eBooks, textbooks, photos, movies, TV shows videos, music, word

processing documents, spreadsheets, video games, and most existing iPhone apps. It also

includes a mobile version of Safari for web browsing, as well as access to the App Store, iTunes

Library, iBooks Store, contacts, and notepad. Content is downloadable via Wi-Fi and optional

3G service or synced through the user's computer.



On March 2, 2011, Apple introduced an updated iPad model which had a faster processor and

two cameras on the front and back respectively. The iPad 2 also added support for optional 3G

service provided by Verizon in addition to the existing offering by AT&T. However, the

availability of the iPad 2 has been limited as a result of the devastating tsunami and ensuing

earthquake in Japan in March 2011.

I Pod:

The current iPod family, featuring the iPod Shuffle, iPod Nano, iPod Classic, and iPod Touch

On October 23, 2001, Apple introduced the iPod digital music player. It has evolved to include

various models targeting the wants of different users. The iPod is the market leader in portable

music players by a significant margin, with more than 220 million units shipped as of September

2009. Apple currently sells four variants of the iPod.

iPod Shuffle, ultra-portable digital audio player first introduced in 2005, currently available in a

2 GB model. iPod Nano, portable media player first introduced in 2005, currently available in 8

and 16 GB models. The latest generation has a FM radio, a pedometer, and a new multi-touch

interface that replaced the traditional iPod click wheel.



iPod Touch, portable media player that runs iOS, first introduced in September 2007 after the

iPhone went on sale, currently available in 8, 32, and 64 GB models. The latest generation

features the Apple A4 processor, a Retina Display, and dual cameras on the front and back. The

back camera allows for HD video recording at 720p.

I Phone:

At the Macworld Conference & Expo in January 2007, Steve Jobs revealed the long anticipated

iPhone, a convergence of an Internet-enabled smart phone and iPod. The original iPhone

combined a 2.5G quad band GSM and EDGE cellular phone with features found in hand held

devices, running scaled-down versions of Apple's Mac OS X (dubbed iOS, formerly iPhone OS),

with various Mac OS X applications such as Safari and Mail. It also includes web-based and

Dashboard apps such as Google Maps and Weather. The iPhone features a 3.5-inch (89 mm)

touch screen display, 4, 8, or 16 GB of memory, Bluetooth, and Wi-Fi.

The iPhone first became available on June 29, 2007 for $499 (4 GB) and $599 (8 GB) with an

AT&T contract.



On June 9, 2008, at WWDC 2008, Steve Jobs announced that the iPhone 3G would be available

on July 11, 2008. This version added support for 3G networking, assisted-GPS navigation, and a

price cut to $199 for the 8 GB version, and $299 for the 16 GB version, which was available in

both black and white. The new version was visually different from its predecessor in that it

eliminated the flat silver back, and large antenna square for a curved glossy black or white back.

Following complaints from many people, the headphone jack was changed from a recessed jack

to a flush jack to be compatible with more styles of headphones. The software capabilities

changed as well, with the release of the new iPhone came the release of Apple's App Store; the

store provided applications for download that were compatible with the iPhone. On April 24,

2009, the App Store surpassed one billion downloads.

On June 8, 2009, at Apple's annual worldwide developer’s conference, the iPhone 3GS was

announced, providing an incremental update to the device including faster internal components,

support for faster 3G speeds, video recording capability, and voice control. On June 7, 2010, at

WWDC 2010, the iPhone 4 was announced, which Apple says is its "'biggest leap we've taken"

since the original iPhone.

The phone includes an all-new design, 960x640 display, Apple's A4 processor used in the iPad, a

gyroscope for enhanced gaming, 5MP camera with LED flash, front-facing VGA camera and

Face Time video calling.

In June 2011, Apple overtook Nokia to become the world's biggest smart phone maker by

volume. On October 4, 2011, Apple unveiled the iPhone 4S, which was released in the United

States, Canada, Australia, United Kingdom, France, Germany, and Japan on October 14, 2011,

with other countries set to follow later in the year. This was the first iPhone model to feature the

Apple A5 chip, as well as the first offered on the Sprint network (joining AT&T and Verizon

Wireless as the United States carriers offering iPhone models).

Apple sold 4 million iPhone 4S phones in the first three days after its release, which made it not

only the best iPhone launch in Apple's history, but the most-successful launch of any mobile

phone ever.



I phone 4s:

Apple TV:

At the 2007 Macworld conference, Jobs demonstrated the Apple TV, (previously known as the

iTV); a set-top video device intended to bridge the sale of content from iTunes with high-



definition televisions. The device links up to a user's TV and syncs, either via Wi-Fi or a wired

network, with one computer's iTunes library and streams from an additional four.

I phone 5:

The iPhone 5 is a touchscreensmartphone developed by Apple Inc. It is the sixth generation of

the iPhone, succeeding the iPhone 4S and preceding the iPhone 5S and iPhone 5C. Formally

unveiled as part of a press event on September 12, 2012, it was released on September 21, 2012.

The iPhone 5 featured major design changes in comparison to its predecessor. These included an

aluminum-based body which was thinner and lighter than previous models, a taller screen with a

nearly 16:9aspect ratio, the Apple A6system-on-chip, LTE support, and Lightning, a new

compact dock connector which replaces the 30-pin design used by previous iPhone models.The

iPhone 5 was officially discontinued by Apple on September 10, 2013 with the announcement of

its successor, iPhone 5S, and iPhone 5C, a lower-cost variation of the iPhone 5 with similar

internal hardware and a plastic casing. The introduction of the 5C deviated from Apple's

previous market strategy, where the previous iPhone model would remain in production, but sold

at a lower price point below the new model.

IPHONE 5



IPHONE -5S



IPHONE -5C

2.6 SWOT ANALYSIS:

SWOT stands for Strengths, Weakness, opportunities and threats and is very important of finding

out where a business currently is and where it could be tomorrow. In order to find out Apple’s

position and define the strategy to be used, internal factors (strengths and weakness) an external

factors (opportunities and threats) are analyzed.

STREGNTH:

iTunes is a marvelous revenue source, since it also sells its own tools, the ipod and is

accessible on windows as well.

For every hardware Apple Inc. produce its own software as well and is master for

expertise for both.

Apple price are level provides it with enough room to avoid price competition.

Apple’s so much appealing design, is also easy to use.

Low debt- gives more space to control finance

The good brand loyalty of Apple Computers



Mergers with Intel Computers since 2006

High developed Research & Development department

Steeply growing market

The services/products offered by Apple are original, meaning many people will return to

Apple to obtain them.

WEAKNESS:

Weaknesses of a company or business are the negative elements that could be improved because they are under

the control of that business. Weaknesses also express the disadvantages to competition that might

not let the business meet the objectives..

Weak relationship with market titan Microsoft

Technological products as Apple’s have extremely short lifecycles, this implies that the development and

production of new products and services has to be constant

Low presence in advertising other than products placement in publishing and educational

areas

Very little market share compared to main competitor Microsoft

OPPORTUNITIES:

Opportunities are external factors that influence the company’s current and future position; they are presented as

offers, trends, needs that promise beneficial outcomes for the company.

The production of computer anti-viruses, which are increasing on PC’s

Large and increasing population resulting in more potential customers of tomorrow

Increasing bonds and partnerships with other companies

Increasing online sales

Most demanded and sold Apple products are laptops, therefore producing more types to

meet as many needs as possible

THREATS:

Threats are negative external factors the company has no control over. In cases of threats most andbest a company

can do is identify them and prepare scenarios of how threats can be turned beneficialor at least do no harm to

the company.



In the Laptop market Apple has very strong competition from Dell, HP, Sony and Toshiba

Media piracy: iPod users illegally downloading music for free instead buying at iTunes

Its product expensiveness threatens Apple being undercut by low-cost imports.

The long lasting economic recession, which might influence Apple’s sales in the near future

Window’s 7 (software), which after the flop of vista is gaining more and more market share

The very high speed of technology development



CHAPTER-3-LITERATURE REVIEW

The IPhone has recently been released on the Verizon’s network after being a sole supplier of AT&T since it was first released in 2007.With around fifty percent of smart phone traffic of IPhone is growing as one of the human race’s most essential tools.(Schonfeld,2007).

Remember the old roads maps flowing out of the dashboard? Well, with the help of IPhone 4 you can forget about those, you have GPS linked maps at your fingertips.(Stevens,2010).

This feature is one of the most popular of the IPhone, it has smooth transition and quick surfing is one of the most popular things in the world today and the IPhone takes advantage OF this by adding a browser in which users can easily navigate with their fingertips(Pogue,2007).

Unlocking a phone means making it able to be used on any network, it is no longer restricted to AT&T on Verizon (Balaam, 2007).

The IPhone has the ability to surf the web and enter websites in which users can enter personal information including; credit card numbers, social security numbers and addresses. There is a program that is able to hack the whole phone and get any information the person wishes off your phone (Foresman, 2007).

It seems therefore, by default, that most agree that the purely technological side of advances in communication are in agreement that these advances in and of themselves are remarkable. Even those businesses that criticize the use of mobile devices- particularly iPhones- feel that in general such advances have boosted productivity and improved customer service (Zittrain, 2008, ).

These critics challenge the idea that having access to more cultural objects (such as art and literature) will lead to more use of those objects; instead of what proponents call “e-literacy”, detractors state that all that really exists is “illiteracy” (Thomas, 2008).



Finally, it must be mentioned that there are far more who see the benefits of social media and mobile devices like the iPhone, and wish to discuss how they have changed and will continue to change “our relationship to content and information” (Smith, 2009).

There are also risks of information leaks or misrepresentation of a company by an employee on a social media platform, which leads to yet another thorny issue, which is that of surveillance of a company by its employees. There are also discovery requests and electronic monitoring statutes, both of which are legal aspects still adjusting to the technological capabilities (McKenzie & Farrant, 2011).

it must be mentioned that there are far more who see the benefits of social media and mobile devices like the iPhone, and wish to discuss how they have changed and will continue to change “our relationship to content and information” (Smith, 2009)



CHAPTER- 4 - THEORETICAL FRAMEWORK



An attitude can be defined as a positive or negative evaluation of people, objects, event,

activities, ideas, or just about anything in your environment. In the opinion of Bain (1927), an

attitude is "the relatively stable overt behavior of a person which affects his status."

"Attitudes which are different to a group are thus social attitudes or `values' in the Thomason Ian

sense. The attitude is the status-fixing behavior. This differentiates it from habit and vegetative

processes as such, and totally ignores the hypothetical 'subjective states' which have formerly

been emphasized.

4.1 Attitude:

Attitude is everything. Your attitude towards life, environment, people, things, events and even

yourself determines the quality of life you are going to have. The things that happen to you and

all possible circumstances in your life are not as important as your attitude towards those things

and circumstances is. Why? Because you decide how much they are going to influence you. If

you choose they can have no long lasting impact at all. It is your reaction, or attitude that

determines how much power everything around has towards you. It means your attitude has the

greatest power to make you happy or unhappy.

4.2 Attitude formation

Attitude formation starts the day a baby is born into the world. It has no opinion of its’ own, but

from the very first day starts collecting information from the environment. The closest

environment as you know is our parents. They start telling and explaining to us what is good and

what is bad. Since babies do not have an opinion of their own, they accept their parents’ opinions

as an absolute truth. They trust their parents as in the beginning their parents are the only people

they know. Later in life, their attitudes can be changed or confirmed and strengthened. If

the experience that they later have in life about this or that question confirm their parents’

delivered opinion, their initial attitude is confirmed and becomes very strong. Later it rules them

and the formed attitude becomes a subconscious machine that makes them to react to something

one way or another.

As our thoughts are a driving force in attitude formation we have to be very careful about the

thoughts that are in our minds. If we accept some thoughts as our own, due to our experience or



simply because our parents told us to do so, we start forming an attitude towards this thing or

that. Thoughts are confirmed and strengthened by feelings and when we have so many

confirmations about some question in life we form a rigid attitude and even possibly a belief

towards

4.3 Attitude change

Attitude change is only possible if we are able to change our thoughts and reactions to

everything around. We have to imagine and see things in a different light than we used to see

earlier. Our attitudes should never stay in status quo. They can be changed. We are like

computers that can be reprogrammed. I hear people saying that they cannot do this or that

because they are that way. However, you formed yourself that way because you formed your

attitude towards that thing in this way. What do you have to do now? You have to reform your

attitude. If you want to change your attitude towards certain aspect you have to start talking to

yourself that things are different than you used to believe and from now on you are going to

believe differently and behave in a new way. Do it on a daily basis until you see positive results.

I hope you learned something about importance of your attitude in your life.

4.4 Components of an Attitude

An attitude comprises three parts:

The AFFECTIVE component is the emotional (like-dislike) component of an attitude

The BEHAVIORAL component is the overt behavior attached to our internal attitudes



The COGNITIVE component is the storage component where we organize information

about an attitude object

Together these make up the ABCs of attitudes

The affective component makes an attitude different from categorization.

A fourth component, the BEHAVIOR INTENTION was later added to increase the attitude-

behavior predictive relationship.

4.5 The Functions of an Attitude

BADGE VALUE :- Attitudes help define us and make up-front statements about who we

are and what we believe

UTILITARIAN, ADAPTIVE FUNCTION:- Attitudes reflect liking for things that lead to

achieving goals and disliking for things that block our goals

KNOWLEDGE, ECONOMY FUNCTION:- Attitudes allow us to categorize

information about attitude objects and more easily manage our world

VALUE EXPRESSIVE FUNCTION:- Attitudes allow us to express our beliefs about what

we consider to be right or wrong

EGO DEFENSIVE FUNCTION:- Attitudes protect us from our fears an rejections



CHAPTER- 5 - RESEARCH METHODOLOGY



The system of collecting data for research projects is known as research methodology. The data

may be collected for either theoretical or practical research for example management research

may be strategically conceptualized along with operational planning methods and change

management.

Some important factors in research methodology include validity of research data, Ethics and the

reliability of measures most of your work is finished by the time you finish the analysis of your

data. Formulating of research questions along with sampling weather probable or non-

probable is followed by measurement that includes surveys and scaling. This is followed by

research design, which may be either experimental or quasi-experimental. The last two stages are

data analysis and finally writing the research paper, which is organized carefully into graphs and

tables so that only important relevant data is shown..

5.1 OBJECTIVES

The main objective of this study is to find:

Student’s attitude towards apple i-pad

Student’s opinion on price

Attitude towards Apple’s brand image

Student’s mindset towards apple i-pad features.

Student’s preference of apple i-pad in comparison to other tablet’s.

5.2 NATURE OF RESEARCH

The nature of research is a Basic research

5.3 SCOPE OF RESEARCH



If we talk about the scope of this study in future then the scope of such study is very wider.

Scope of the study is that after gathering the information about students and their attitude

towards apple i-pad. This study will be helpful for Apple Company and other companies who are

in the business segment of tablets. They will also be able to know the preference & need of

students & what features will help them to increase their brand customers & retain their existing

customers by providing them the products which they expect from the company. This study will

help them to formulate & implementing the marketing strategies.

The main purpose of the study is to find out the attitude of student’s towards apple i-pad.

The research also helps to find whether the brand name & features of apple i-phone is the

major factor influencing student’s attitude.

5.4 TYPE OF RESEARCH DESIGN:

A research design is an arrangement of conditions for collection and analysis of Data in a manner

that aims to combine relevance to the research purpose with Economy in procedure. It

constitutes the blueprint for collection, measurement and analysis of data.

The main aim of collecting primary data was to analyze the attitude of students towards apple I-

phone. The research was both exploratory and descriptive in nature.

5.5 Collection of Data:

In dealing with any real life problem it is often found that data at hand are inadequate, and hence,

it becomes necessary to collect data that are appropriate. The researcher can collect data either

through primary source or secondary source. The researcher can collect data either through

primary source or secondary source. The data was collected from primary as well as

secondary sources of information.



Primary data:

These are those data which are collected afresh and for the first time, and thus happen to be

original in character. Primary data was collected through questionnaires which were filled by the

female students of various areas of Surat city. The type of sampling was Convenience sampling

since the population elements selected for inclusion in the sampling were on the basis of ease of

access.

Secondary data:

These are those which have already been collected by someone else and which have already been

passed through the statistical process. Secondary data was collected from different sources like

internet, books, magazines, and Journals.

5.6 SAMPLING:

Sample Size:

Sample size determination is the act of choosing the number of observations to include in a

statistical sample. The sample size is an important feature of any empirical study in which the

goal is to make inferences about a population from a sample.. It is the total number of

respondents targeted for collecting the data for the research. Sample size: 100 respondents

Sampling Frame:

In statistics, a sampling frame is the source material or device from which a sample is drawn. It

is a list of all those within a population who can be sampled, and may include individuals,

households or institutions. This list should also facilitate access to the selected sampling units.

The sampling frame consists of the B.B.A,B.SC and M.B.A students in Surat city.

Sample Element:

In sample element, we take into consideration the target groups on which sample are drawn. The

sampling element consists of the target group of B.B.A and M.BA students.



Sampling Method:

There are two basic approaches to sampling: probabilistic and non-probabilistic sampling. Let us

look at the various types of sampling under each category:

Probability sampling

Simple random sampling

Systematic sampling

Stratified sampling

Multistage cluster sampling

Non-probability sampling

Convenience sampling

Quota sampling

Judgment sampling

Snowball sampling

The sampling method used in research is convenience sampling.

Survey tool & method:

The survey tool and method is the form of personal interview but in this research paper

questionnaire was used as a survey tool.

5.7 Analysis:

After collection of data it becomes necessary to analyze the whole data. So the data will be

analyzed that on about what percentage of students have positive attitude towards apple i-phone

and what features do they prefer in it.

5.8 Limitations of Study:

The scope of the study is limited only towards the Surat city from where the data is

collected.



It was very time consuming.

Responses of the respondents may be biased and not reliable.



CHAPTER- 6- ANALYSIS AND INTERPRETATION



Q1. Do you have access to Apple I- phone?

( ) Yes ( ) No

RESULT:

Table 1:

Options No.ofResponse Percentage Total ( %)

Yes 100 100%

No 0 0%



1 20%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

100%

0%

NoYes

Analysis:

100% of the students have access to Apple I-Phone.

Interpretation:

From the above column chart, we can see that every individual respondent have access to apple

i-phone.



Q2. Overall how much satisfied are you with Apple I-phone in terms of performance?

( ) Highly Satisfied ( ) Dissatisfied

( ) Satisfied ( ) Highly Dissatisfied

RESULT:-

Table 2


Highly satisfied 37 37%

Satisfied 45 45%

Neutral 10 110%

Dissatisfied 6 6%

Highly Dissatisfied 2 2%



37%

45%

10% 6%2%

Response Rate

Highly SatisfiedSatisfiedNeutralDissatisfiedHighly Dissatisfied

Analysis:

Here, maximum students i.e. 37% agrees with the statement that they are highly satisfied and

satisfied with the performance of apple I-phone. There are about 10% students who are neutral

and 6% are dissatisfied with 2% highly dissatisfied with the performance of apple I-phone

Interpretation

We can thereby interpret that in Surat city students are highly satisfied with the performance of

apple I-phone.



Q3. Which of these features do you like the most in Apple I-phone-5?

Rank these according to your preference. (Out of 5)

( ) Style & Design

( ) Screen Resolution

( ) Portability

( ) Applications

( ) Battery Life

RESULT:-

Table 3

Options No.ofResponse

Style and Design 22

11

19

13

35

Screen resolution 24

26

20

29

3

Portability 22

18



29

20

11

Applications 21

29

18

28

4

Battery life 11

13

16

15

46



Style

and Desi

gn

Scree

n Resolution

Portabilit

y

Applications

Battery

life

0

5

10

15

20

25

30

24 22 2221

11

Response Rate (Most Preferred)

Response Rate (Most Preferred)

Analysis:

Here Students are mostly attracted towards Apple I-phone-5 for its screen, resolution i.e. 24

students prefer it the most, style and design and portability which results in 22 students. Last

rank is given to battery life.

Interpretation:

From the above chart, we can see that style and design, screen resolution and portability are the

most preferred features, secondly it is applications provided by apple co., followed by battery life

is the factor which is least considered by students



Q.4 According to you is the price of Apple I-phone-5provides value for money?

( ) Highly ( ) Expensive Economical

( ) Expensive ( ) Highly Economical

( ) Worth

RESULT:-

Table 4


Highlyexpensive 21 21%

Expensive 43 43%

Worth 14 14%

Economical 17 17%

Highlyeconomical 5 5%



Highly Expensive Expensive Worth Economical Highly Economical0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

21%

43%

14%17%

5%

Response Rate

Analysis:

43% of student’s find Apple I-Phone-5expensive and 21% students find it highly expensive, 14%

are worth about its price and only 5% of students find it highly economical.

Interpretation:

From the above chart we can interpret that 43% of student’s believe that Apple I-pad is

expensive, whereas only few say that it is highly economical.



Q5. Do you think owning Apple I – phone-5 increases your status symbol?

( ) Yes ( ) No

RESULT:-

Table 5


Yes 85 85%

No 15 15%

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

85%

15%

Response Rate

Response Rate



Analysis:

Accordingtothischart85%of student’sbelieve that AppleI-Phone-5 isasymbolofhighstatus/prestige

and 15%said that theydon’t believeso.

Interpretation:

Here, many students have a mindset that owing apple I-phone-5 is a symbol of high status and

prestige



Q6. According to you how convenient is using Apple I-phone-5?

( ) Highly Convenient ( ) Inconvenient

( ) Convenient ( ) Highly Inconvenient

( ) Neutral

RESULT:-

Table 6

Options No.ofResponse percentage Total ( %)

Highlyconvenient 28 28%

Convenient 45 45%

Neutral 17 17%

Inconvenient 06 6%

Highly inconvenient 04 4%



28%

45%

17%

6%4%

Response rate

Highly convenientConvenientNeutralInconvenientHighly inconvenient

Analysis:

Here about 28% students find Apple I-Phone-5 is highly convenient and about 45% students find

it convenient. About 17% are neutral and only 6% found it highly inconvenient.

Interpretation:

Here, 45% of student’s think that Apple I-phone-5 is convenient in using, followed by

highly convenient, neutral and inconvenient. Only 4% of student’s think that it is inconvenient in

using.



Q7. According to you what is the level of satisfaction derived using Apple I-phone-5 in

terms of touch screen resolution?



( ) Neutral

RESULT:-

Table 7



Satisfied 49 49%

Neutral 7 7%

Dissatisfied 3 3%

Highly dissatisfied 3 3%



Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied0%

10%

20%

30%

40%

50%

60%

38%

49%

7% 3% 3%

Resonse Rate

Resonse Rate

Analysis:

Here, 38% agree with the statement that they are highly satisfied and 49% who are satisfied with

the touch screen resolution of apple I-phone-5.There are about 7% students who are neutral and

8% are dissatisfied with 3% highly dissatisfied with the performance of apple I-phone-5.

Interpretation:

Here, 49% of student’s are satisfied with Apple I-phone-5 in terms of touch screen resolution,

followed by highly satisfied, neutral and dissatisfied. Only 3% of student’s are dissatisfied.



Q8. Are you satisfied with the availability of 2 Colors (Black &White) provided in Apple I-

phone-5?



( ) Neutral

RESULT:-

Table 8



Satisfied 42 42%

Neutral 14 14%

Dissatisfied 10 10%




30%

42%

14%

10%4%

Response Rate

Highly satisfiedSatisfiedNeutralDissatisfiedHighly dissatisfied

Analysis:

Here, 30% students agree with the statement that they are highly satisfied and 42% who are

satisfied with the available 2 colors provided by apple I-phone-5.There are about 14% students

who are neutral and 10% are dissatisfied with 4% highly dissatisfied.

Interpretation:

From the above chart we can interpret that majority of students are satisfied with the available 2

colors provide by Apple Company, followed by highly satisfied, neutral and dissatisfied. Only

few students are highly dissatisfied.



Q9. Do you agree that Apple I-phone -5 is a sturdy (tough) product?

( ) Strongly Agree ( ) Disagree

( ) Agree ( ) Strongly Disagree

( ) Neutral

RESULT:-

Table 9


StronglyAgree 23 23%

Agree 38 38%

Neutral 20 20%

Disagree 12 12%

Strongly Disagree 7 7%



Strongly Agree Agree Neutral Disagree Strongly Disagree

0%

5%

10%

15%

20%

25%

30%

35%

40%

23%

38%

20%

12%

7%

Response

Response

Analysis:

Here, maximum student’s i.e.38% agree with the statement that Apple I-phone-5 is a sturdy

product and 23% student’s strongly agree with the statement, only 20% are neutral to it. There

are about 7% students who strongly disagree and 12% who disagree with the statement.

Interpretation:

Here, 38% of student’s agree that Apple I-phone-5 is a sturdy product, followed by strongly

agree, neutral and disagree. Only 7% of student’s strongly disagree that it is a tough product.



Q10. According to you what is the level of satisfaction derived using Apple I-phone-5in

terms of camera performance?



( ) Neutral

RESULT:-

Table 10



Satisfied 40 40%

Neutral 15 15%

Dissatisfied 9 9%




Highly

satisfi

ed

Satisfi

ed

Neutra

l

Dissati

sfied

Highly

dissati

sfied

0%5%

10%15%20%25%30%35%40%

32%

40%

15%

9%

4%

Response Rate

Response Rate

Analysis:

Here, 32% students agree with the statement that they are highly satisfied and 40% who are

satisfied with the camera performance of apple I-phone-5. There are about 15% students who are

neutral and 9% are dissatisfied with 4% highly dissatisfied.

Interpretation:

From the above chart we can interpret that majority of students are satisfied with the camera

performance of Apple I-phone, followed by highly satisfied, neutral and dissatisfied. Only 4%

of student’s are highly dissatisfied.



Q11. Are you satisfied with the battery life of Apple I-phone-5?



( ) Neutral

RESULT:-

Table 11

Options No.ofResponse PercentageTotal (%)


Satisfied 39 39%

Neutral 20 20%

Dissatisfied 12 12%




24%

39%

20%

12%

5%

Response Rate

Highly satisfiedSatisfiedNeutralDissatisfiedHighly dissatisfied

Analysis:

Here, 24% agree with the statement that they are highly satisfied and 39% who are satisfied with

the battery life of apple I-phone. There are about 20% students who are neutral and 12% are

dissatisfied with about 5% who are highly dissatisfied with the battery life of apple I-phone-5.

Interpretation:

From the above chart we can interpret that 39% of student’s are satisfied with the battery life of

apple I-phone-5, followed by highly satisfied, neutral and dissatisfied. Only 5% of student’s are

highly dissatisfied.



Q12. How is Apple I-phone-5 in comparison to other tablets that are available?

( ) Excellent ( ) Bad

( ) Good ( ) Worst

( ) Same

RESULT:-

Table 12

Options No.ofResponse PercentageTotal (%)

Excellent 40 40%

Good 39 39%

Same 13 13%

Bad 5 5%

Worst 3 3%



Excellent Good Same Bad Worst0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

40% 39%

13%

5% 3%

Response Rate

Response Rate

Analysis:

Here, 40%student’s find apple i-phone-5 excellent in comparison to other tablets that are

available.39% find it good,13 % find it same and only 3 % find it worst.

Interpretation:

From the above chart we can interpret that 40% of student’s think that Apple I-phone-5 is

excellent in comparison to other tablets followed by good, 13% of student’s feel that apple i-

phone is same as other tablet’s that are available. Only 3% of student’s say that it is worse than

other tablet piece’s.



Q13. Would you recommend Apple I- phone to others?

( ) Yes ( ) No

RESULT:-

Table 13

Options No.ofResponse PercentageTotal ( %)

Yes 86 86%

No 14 14%

86%

14%

Respose Rate

YesNo

Analysis



86% of the student’s will recommend Apple I-Phone to others and 14% of student’s will

not recommend it to others.

Interpretation

Here, 86% of student’s will recommend Apple I-phone to others because of features like better

touch screen resolution, battery life whereas 14% of student’s will not recommend it to others.



CHAPTER-7- FINDINGS

As according to the analysis of the questionnaire I’ve found out following points:

In Surat city, maximum of M.B.A student’s have positive attitude towards Apple I-phone.

The reasons for which they prefer Apple I-Phone is because of its style and design, screen

resolution, probability, application’s provided by Apple co, etc.

Although most of the students have positive attitude still the think that price of apple I-

Phone is expensive to its functionality.

Students in Surat city find Apple I-phone is convenient in using. They don’t face much

troubleshooting while using an Apple I-Phone.

If we take into consideration that what attracts them towards Apple I-Phone then we can

say that quality product, Apple’s brand name, superior battery life, apllications,3G

facility, etc.

In Surat city, most of the B.B.A and M.B.A student’s think that Apple I-Phone is

an article of snob appeal, owing it will increase their status symbol.

Most of the Student’s agree with the fact that the availability of 2 colors hardly makes a

difference in their purchase, it is the features and applications that is more important.

Students of Surat city find Apple I-Phone is excellent in comparison to other tablet pieces

that are available namely Aakash, Samsung, Dell etc.

Students in Surat city are pretty satisfied with the touch screen resolution, battery life,

camera performance, sturdiness of Apple I-Phone.

Lastly I can infer that maximum number of Student prefers Apple I-Phone over other

tablet pieces in respect to its features.



CHAPTER-8 - RECOMMENDATIONS & CONCLUSION

Although Student’s are satisfied with the performance of Apple I-Phone still they find its

price expensive. The Apple Company should try and reduce the price so as to enhance the

positive attitude of student’s, and increase the number f customers.

The Apple I-Phone has been described as a brand possessing attributes like style and

design, different application’s, sturdy product’s, high camera quality, touch screen

resolution, etc., so the company can reinforce these attributes in its advertisement

campaign and influence students through their advertisements.

Even though maximum students have positive attitude towards apple I-phone still apple

company should try and add many more features to its i-phone to create value for money.

Its uses should match up to its price as compared to other tablets.

Apple Company should maintain its quality so that it influences students to switch over to

Apple I-Phone and to increase its number of customers.

They should conduct seminars and other related programs in institute’s for the

coming generation to give them a nice exposure about the features and uses of Apple I-

Phone so as to promote its brand

Apple company should try and provide special schemes for student’s like discounted price,

access to free study site’s ,etc to increase the positive attitude and number

of student’s (customers).

They must see that every shop or branch of have available stock of i-phone otherwise the

student’s will get a wrong perception towards the brand.

CHAPTER- 9 BIBLIOGRAPHIES

Web Links:-



http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Apple_Inc .

http://en.wikipedia.org/wiki/History_of_Apple_Inc .

http://www.wikinvest.com/industry/Technology

www.pwc.com/gx/en/technology

www.ibef.org/industry/informationtechnology.aspx - United States

http://www.google.co.in/url? sa=t&rct=j&q=&esrc=s&source=newssearch&cd=1&ved=0CCYQqQIoADAA&url=http%3A%2F%2Fibnlive.in.com%2Fnews%2Fsamsung-loses-bid-to-ban-sales-of-apples-iphones-ipads-in-south-korea%2F439119-11.html&ei=bY-pUqiJLYeBrgeDzIHwCw&usg=AFQjCNFqqZuxr1IwjgLfYZh7Ak7vZonbAw&sig2=j2Ep6ZdgjmhyoVkzeMz0bA&cad=rja.

http://www.google.co.in/url? sa=t&rct=j&q=&esrc=s&source=web&cd=8&cad=rja&ved=0CGoQFjAH&url=http%3A%2F%2Fiphonemick.blogspot.com%2F2011%2F03%2Fiphone-research-paper.html&ei=NG-kUo_uM8SrrAfD8IAQ&usg=AFQjCNFnHm4OcYNTZkZ79LpFFGIVcsWigw&sig2=rQUEF6GIb7YGFdR0R1kN3Q .

http://www.google.co.in/url? sa=t&rct=j&q=&esrc=s&source=web&cd=5&cad=rja&ved=0CEwQFjAE&url=http%3A%2F%2Ftutudevil.wordpress.com%2F2011%2F06%2F15%2Fliterature-review-on-social-media-and-the-iphone%2F&ei=1X-kUu78IIvPrQf8u4GADQ&usg=AFQjCNHAri7b2kxT9mN2fPTls9kzpbOJ-Q&sig2=Qyc0dMj7srVCk4ZT7ZtYKg .

Books:-

Philip Kotler Marketing Management 13th Edition Publication

Organizational Behaviour by K Aswathappa

G C Beri Marketing Research Fourth Edition Tata McGraw Hill Publication

Special thanks to Mr. BhaumikShaha for the advice and help for sources of collecting

data


http://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=newssearch&cd=1&ved=0CCYQqQIoADAA&url=http%3A%2F%2Fibnlive.in.com%2Fnews%2Fsamsung-loses-bid-to-ban-sales-of-apples-iphones-ipads-in-south-korea%2F439119-11.html&ei=bY-pUqiJLYeBrgeDzIHwCw&usg=AFQjCNFqqZuxr1IwjgLfYZh7Ak7vZonbAw&sig2=j2Ep6ZdgjmhyoVkzeMz0bA&cad=rja



http://www.pwc.com/gx/en/technology

http://www.wikinvest.com/industry/Technology

http://en.wikipedia.org/wiki/History_of_Apple_Inc

http://en.wikipedia.org/wiki/Apple_Inc


APPENDIX



Q1. Do you have access to Apple I phones?

( ) Yes ( ) No

Q2. Overall how much satisfied are you with Apple I-phones in terms of performance?



Q3. Which of these features do you like the most in Apple I-phone 5?

Rank these according to your preference. (Out of 5)

( ) Style & Design

( ) Screen Resolution

( ) Portability

( ) Applications

( ) Battery Life

Q.4 According to you is the price of Apple I-phone 5 provides value for money?

( ) Highly ( ) Expensive Economical

( ) Expensive ( ) Highly Economical

( ) Worth

Q5. Do you think owning Apple I – phone 5 increases your status symbol?



( ) Yes ( ) No

Q6. According to you how convenient is using Apple I-phone 5 ?

( ) Highly Convenient ( ) Inconvenient

( ) Convenient ( ) Highly Inconvenient

( ) Neutral

Q7. According to you what is the level of satisfaction derived using Apple I-phone 5 in

terms of touch screen resolution?



( ) Neutral

Q8. Are you satisfied with the availability of Colors provided in Apple I-phone 5?



( ) Neutral

Q9. Do you agree that Apple I-phone 5 is a sturdy (tough) product?

( ) Strongly Agree ( ) Disagree

( ) Agree ( ) Strongly Disagree

( ) Neutral

Q10. According to you what is the level of satisfaction derived using Apple I-phone 5 in

terms of camera performance?





( ) Neutral

Q11. Are you satisfied with the battery life of Apple I-phone 5?



( ) Neutral

Q12. How is Apple I-phone 5 in comparison to other tablets that are available?

( ) Excellent ( ) Bad

( ) Good ( ) Worst

( ) Same

Q13. Would you recommend Apple I- phone 5 to others?

( ) Yes ( ) No

Personal Details

Name: ___________________________________________________________

College: _________________________________________

Stream: ________________________

Age group: ( ) 12 – 18 ( ) 19 - 25 ( ) 26 – 30

E mail ID: _______________________________________



Contact No. : _________________________

Family members: ( ) 2 ( ) 3 ( ) 4 ( ) 5 & above

THANK YOU


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