apple project report

8/12/2019 Apple Project Report

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Purpose of the Study

1. To know what consumers think about Apple as a brand & its products.

2. To know the consumer behavior concepts that we studied so far are applied on

Apple.3. To know the closest competitor of Apple as per the consumers.

4. To know the changes that the consumer wants in the Apple iPhone.

. To know the things that consumer takes into consideration while purchasing

Apple products.


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Current Situation

Global Scenario

!oogle"s Android software continues to steamroll the competition in smartphones#

posing bigger problems for companies like Apple. $esearch firm % ' found that

Apple"s share of the global market slid to 13.2 percent from 1(.( percent. )andsets

running Android# meanwhile# *umped to +,.3 percent from (,.1 percent.

The decline in iPhone market share can be traced to the lack of a new model since the

iPhone came out nearl- a -ear ago. Apple"s market share was vulnerable to product

launches from the competition but with a new iPhone and revamped i/0 + coming out

later this -ear# Apple is well positioned to recapture market share.

1st Quarter Result of 2013

U.S. ar!et Shares

Apple s smartphone market share inched up for the second month in a row

from a recent low of 41.4 in April to 41., in a- to 42. in 5une

Android s market share decreased slightl- from 2.6 in a- to 1. in

5une

7rom a -ear ago Apple s market share has increased b- 3.3 points 83,.2 to

42. 9 while Android s has fallen from 2.( to 1.

:hile ;lack;err- s share has fallen significantl- from a -ear ago 84.6 to

1.1 9 it did tick up from 6.+ in a-

:indows market share peaked at .( in arch and April and has fallen to

4.6 in 5une


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"U# ar!et Shares $Great %ritain& Ger'any& (rance& )taly and Spain*

Apple s share bounced back from a- s 1+.< share to 1


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Apple s current situation reminds us that Bewton s Caw of !ravit- still holdsD :hat

goes up must come down.


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ar!et Se 'entation Strate ic ar etin

1. Geo raphic se 'entation

Apple iPhone has been released in places which have the coverage of one of

the wireless network provider# the AT&T 'ingular :ireless 8AT&T9. iPhone

onl- supports this wireless network and due to this# Alaska# 'olorado# the

akotas# %daho# %owa# Eansas# aine# innesota# ontana# Bebraska#

Bevada# Bew )ampshire# upstate Bew Fork and man- more are the places

which are not served b- AT&T 'ingular :ireless will not have iPhones in

their market.

2. e'o raphics se 'entation Apple iPhone 3 segmentation is based on gender and age variables.

Around 2G3 of the 2.3 million H0 iPhone users are men 8Bielsen9. The

research done b- 0olutions $esearch !roup has showed that (3 of

its customers were under 34 -ears and average age of its customers is

31 -ears.

The t-pical iPhone user is a -oung# wealth-# male tech geek t-pe.

Foungsters are more interested towards apple iPhone 3 because it

provides a features that are more attracted to -oungsters like i tunes#

video pla-er# net browsing# gaming# and more disk space for

downloading.

3. Psycho raphics se 'entation

Apple ver- carefull- investigates ps-cholog- of consumer s trends and their

life st-les. The lifest-le of a person is linked to his or her preference and is

reflected in activities# interests and opinions. Bow different people have

different lifest-les. Apple identified this and provided different features for

different people in one phone like touch screen# iPod for a trendsetter

-oungster# or calendar and fast web browsing for a sophisticated businessman.

4. Usa e Rate

iPhone is best for someone alread- living the Apple i.e. hea y users # those

who invested in companion products or services# iPhone is also e?cellent

choice for someone migrating from a feature phone. Apple has two main


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target markets for iPhone D People with older models and those migrating

from dumb phones# and there is a whole lot of the latter i.e. potentials.

#. %enefits

Apple iPhone offers the best# most complete mobile browsing e?perience. %toffers elegant st-ling retina displa- with sharper screen and user friendl-

design.

6. %eha ioral se 'entation

;ehavioral segmentation is dividing a market into groups based on consumer

knowledge# attitude# use or response to a product. Apple uses this segment

techni>ue ver- smartl- b- the innovations that lead to brand switching.

Apple introduced its iPhone 3 b- considering consumer s behavior#their attitudes towards new technological changes.

:hat consumer e?pects from the one smart phone that provides

multifunction facilities. %nnovations of new features can appeal and

influence in the behavior of customers. %Phone with its new

technological features combines three products into one small and

lightweight handheld device. iPhone3 is a mobile phone with a

widescreen iPod# and the availabilit- of %nternet in -our pocket with best ever applications on a mobile phone for email# web browsing and

maps.

Apple iPhone users in an era of software power and sophistication

never before seen in a mobile device# which completel- redefines what

users can do on their mobile phones hence it get fit in innovations

categor- b- influencing behavioral attitude with their innovative

product.

5. Undifferentiated 'ar!etin

Apples target market segmentation is basicall- undifferentiated because in this

strateg- of market coverage where firms ignore the specific market segment

and go after the different market segments with one offer. %t is so because

iPhone offers so man- different features that help them to segment its market

on the basis of ps-chographic# demographic and behavioural segmentation.

7urther iPhone cost is competitive with the brands of same categor- in


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smart phones provide Apple opportunit- to serve large pool of consumers of

different segments.

. The iPhone had made it so eas- to use in for their customers# together with all

the functions that ever-one needs including personal information management

tools 8P% 9. ;ut according to !artner# an %T research compan- sa-s that the

device is not -et suitable for enterprise use. This is because the phone is

locked down and users could not download e?tra applications into iPhone.

7. ar e t

Apple iPhone mainl- targets -oung# affluent people who desire the latest

technolog-# tend to e?pect their technological devices to perform man-

functions. This was seen as being the market that would most welcome the

iPhone# and would make Apple the most profits.

10.Consu'er8rooted se 'entation bases

Apple has taken consumer s social and ps-chological characteristics to heart

in their advertising efforts for the iPhone. 'ommercials for the iPhone tend to

show e?actl- how it could affect -our ever-da- life# without bogging the

viewer down with too man- of the technical aspects. /ne particular

commercial that showcases a phone"s fast web browsing speed features a man

watching a scene from IPirates of the 'aribbean#J where a giant s>uid

envelops a pirate ship. %nspired# the man then searches for calamari in his area

and is directed to a nearb- restaurant b- Apple"s >uick web browser.

;- highlighting how their phone improves -our life# Apple also builds up their

brand characteristics and personalit-. Enown as user friendl-# simple# and hip#

Apple products tend to attract specific personalities K personalities targeted b-

marketing efforts.

11.(a'ily life cycle

Apple iPhone caters to all irrespective of their marital status# emplo-ment

status as -oungsters have craLe for apple %Phone# presence or absence of

children.

12.9+:S

+ction oriented, Apple introduced the highl- celebrated iPhone to an

insatiable market continuall- seeking the ne?t must have device. The iPhone

is Apple"s latest crowning achievement in lifest-le integration. The iPhone


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enables consumers to manage their lives and entertainment choices all from a

single device# from music to photos# to video# internet browsing and email.

And# b- the wa-# it"s also a phone.


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Consu'er oti ation

The strateg- that apple uses is to arouse consumer s curiosit-. 'onsumers are

attracted towards the things that are new to them. %t creates a desire within the

consumers that the- want to know more. Apple 'ompan- has aroused the curiosit- ofthe consumer the information about iPhone . People around the world were keeping

guessing# looking for information# and research about what will come out with iPhone

. Apple s motivation is to make great products people will love.

1. "-trinsic need

Apple devotees are granite like in their devotion to the brand. An Apple

iPhone is more than *ust a piece of electronics e>uipment. %t s a part of bu-er sown self e?pression and lifest-le. %t is a status s-mbol in countr- like %ndia#

china.

2. Product specific oals

'onsumers view product >ualit- as inseparable from apple. The compan- s

goal is not to be filth- rich# and create products that are designed to break and

wear down to get constant re bu-s. The Apple arketing Philosoph- stresses

upon three points empathy # an intimate connection with the feelings of thecustomer# focus and impute . %t emphasiLed that people form an opinion about a

compan- or product based on the signals that it conve-s. The idea is simpl- to

be the best and perhaps that is one of the reasons wh- people specificall- go

for apple branded products as their goals.

3. Positi e oals

As users consumers now e?pect technolog- to make their lives easier# more

convenient and more en*o-able. The- e?pect apple to pre emptivel- andintimatel- understand how its new products will fit with their lives# will make

their interactions more seamless# and help achieve their tasks more intuitivel-.

4. Rational 'oti es Apple is a robust product that is simple to use and functions well.

7astest browsing performance

7astest gaming performance

Awesome batter- life


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%ncredible look and feel 8ever-one s e-es bug out when the- hold it# it s

freakishl- light and has Lero fle?Ggive9

@?cellent camera# superb displa- 8vivid# accurate color rather than garish

on Android phones9.0o# Apple is doing what is necessar- to provide it to their customers.

#. aslo; hierarchy of needs Social needs, Apple allow consumers to sta- connected to their social circles

of famil-# friends and social media communities 8e.g.# 7acebook9.

"stee' ualit- as well as status. Self8+ctuali=ation, Apple would be a prime e?ample of self actualiLation

being fulfilled. %n ever-thing Apple has done# the- have pushed the limits of

how people create with technolog-.


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Personality Consu'er %eha ior

1.


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beautiful aluminum bod- designed and made with an unprecedented level of

precision .

4. "thnocentric consu'ers

Apple also tries to target the ethnocentric consumers. 7or instance# after all of the publicit- surrounding Apple s use of companies like 7o?conn in 'hina# it is ver-

clear in consumers minds that iPhones are made in 'hina. @ven the labels that e?hort

that the products are I esigned in 'aliforniaJ don t necessaril- convince H0

consumers that the iPhone is a particularl- H0 product.

#. Consu'er o 'atis'

Apple generall- face problem of consumers dogmatism in %ndia. /ld age

customers who are not familiar with the Apple iPhone features displa- rigidit-

towards the unfamiliar and toward information that is contrar- to their own

established beliefs about the product.

6. )nner8directed consu'ers

These consumers rel- more on their own beliefs# values and standards and

more likel- to tr- the new products launched b- the Apple. The- will be the

first one to tr- them.

5. >ther8directed consu'ers

These individuals are less likel- to innovate with the products

. ue

features in product. This is an ad of iPhone which displa-s that how pictures

of group of people can be taken in one frame.


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7. >pti'u' Sti'ulation :e el

'onsumers who are high on optimum stimulation level are the ones who like

to e?plore various brands of mobiles phones such as iPhone# 0amsung# Bokia#

icroma?# )T' and then purchase mobile.

10.9ariety See!in

These individuals want variet- in their life and like to tr- man- things. %n

order to attract these consumers iPhone gives variet- of features in one iPhone

11.@i h


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13. 9isuali=ers

Through the above ad Apple is tr-ing to target the consumers who are

visualiLers

14.)nfor'ation )nfluenceThere is a positive word of mouth for Apple ever-where. This positive word

of move influences the consumers to purchase Apple products.

1#.9alue8e-pressi e influence

'onsumers also want to enhance their social standing b- purchasing Apple

iPhone. 'onsumers generall- attempt to be similar to those with whom the-

interact and compare themselves.

16.Utilitarian influence

:hen an- consumer wishes to purchase Apple iPhone there is a peer pressure

that restricts an individual to purchase of Apple iPhone of higher price.

15.Personality and color

'olor being offered in apple iPhone are black# silver and white. These specific

colors associate personalit- factors for e?ampleD

Ahite color s-mbolises goodness# purit- chastit-#cleaniness#

delicac-#refinement# formalit-.

%lac! color s-mbolises sophistication# power# authorit-# m-ster-.

Sil er color s-mbolises regal# wealth-# and statel-.


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1 . he +nthropo'orphic

Apple has posted their iPhone Hser"s !uide for all those of -ou who can"t get ahold of one# and all throughout are references to "iPhone".

17.Self i'a e

Self8e-pressi e benefits provide an opportunit- for someone to communicate

his or her self image. The- heighten the connection between the brand and the

customer b- focusing on something linked to his or her personalit-. 0elf

e?pressive benefits focus on the act of using the product# as opposed to the

emotional benefits associated with the result of using the product.A self e?pressive benefit can include the elegance and the feeling of being

cool pro*ected b- the Apple iPhone


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Consu'er Perception

1. Percei ed Quality

'onsumer s perceived >ualit- of a product 8or service9 is based on a variet- of

informational cues that the- associate with the product. 0ome of these cues are

intrinsic to the product and others are e?trinsic. %ntrinsic cues for Apple

iPhone is the characteristics of phone itself such as siLe# color# etc. 'onsumers

of iPhone generall- base their evaluation of iPhone >ualit- on intrinsic cues.

2. Product positionin

Apple has positioned itself brilliantl- in the minds of consumers b- offering

uni>ue customer e?perience which is different from the competitors.

I%f -ou don t have an iPhone# then -ou don t have and iPod in -our phone

with -our music and pla-listJ

3. @alo "ffect

The popularit- of Apple s iPod has generated enthusiasm for its other products

and has helped in establishing halo effect for Apple s other brands.

4. he ifferential threshold

Apple ever- time brings in products which are different in features and prices.

These differences are higher than *ust noticeable difference of the consumers

and this difference is clearl- noticeable for consumers. :hen Apple increases

the pries of its iPhone ever- time a new model is launched this ma- become

sometime negative for Apple.

#. Selecti e e-posures

'onsumers activel- seek out messages that the- feel pleasant and which are

related to their purchase decision. The consumers who want to bu- mobile#

the- will probabl- give more attention to the advertisements of various brands

of mobile and the- will evaluate the various brands on the basis of different

parameter. These people are the potential consumers for Apple.

6. Selecti e attention

People var- in terms of the kind of information in which the- are interested

and the form of message and t-pe of medium the- prefer. People who are

interested in price# appearance# and social acceptabilit- of the product are

more likel- to be attracted to ads of Apple iPhone shown below.


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o ies +pple Product Place'ent 9alue

7ast 7ive ,#(+#62

!reen Cantern 1 # +#,63

TransformersD ark of the oon 36#46#43+

$ise of the Planet of the Apes 46#(2#1 +

Cittle 7ockers 46#(


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he ;ili ht Sa a

)ron an

Percy Bac!son, he :i htnin hief


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)n the


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)n the 9 Series

he 9a'pire iaries


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odern (a'ily

Prison %rea!


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Si'psons

e-ter

e?ter owns an Apple laptop# and the Apple logo is prominentl- displa-ed

throughout the show.


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@ouse of Cards

Californication


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@ouse


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Consu'er :earnin

1. oti ation

Apple through their ads and through placing its products in ovies & TN

0eries teaches the motivated consumer# how their product will fulfill the

consumers needs. Hnfilled needs lead to motivation. Therefore# the- ma-

seek information concerning the prices# >ualit-# and features.

2. Cues

Apple 0tore# Apple Cogo# Apple iTunes# Advertisements# etc. all serve as cues

which constantl- remind consumer about the Apple Products.

3. Product :ine "-tensions

Apple initiall- introduced ac ;ook then# it added iPhones# iPods and iPads.

4. (a'ily %randin

Apple works on a famil- branding as all its products are marketed under the

same brand name. As we can see in the advertisements on TN# after ever- ads

the logo of Apple displa-s.

#. Product ifferentiation

Apple adopts product differentiation strateg- as its products are completel-

different from that of the competitors. %n the case of obile Phones# all the

ma*or competitors work on Android while Apple iPhone works on an %/0

operating s-stem.


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6. Positi e Reinforce'ent

Apple in their advertisements onl- talks about the good things as how it can

fulfill -our needs.

5. Custo'er Satisfaction $Reinforce'ent*Apple provide good >ualit- product as well as its after sale services are also

good. 7or e?ample# if -our Apple product is having a problem and -ou go to

Apple service store the- will immediatel- rectif- the problem and if it is not

possible then# the- will immediatel- replace it with the new one.

. "ncodin

Apple uses its st-lish and distinctive insignia which help consumers in

encoding the brand.

7. Consu'er in ol e'ent

Apple products represent high involvement purchases because of its high

perceived financial risk as well as social risk.

10.Central Routes

%n case of Apple# a central route is applicable as it deals in high tech products

which re>uire high involvement purchases. Therefore# it don t re>uire an-

endorser to endorse the product as in its ads it talks about the features.


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11.%rand "?uity

Apple is the well known brand name. %ts name has become global# Icultural

iconsJ and en*o- powerful advantages over the competitors.

12.Co8brandin ualities that do not represent iPod.


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Consu'er +ttitude (or'ation Chan e

'onsumer behavior specialists specialiLes that consumers improve some negative and

positive emotions that help forming consumer s attitude towards a brand or product.

'onsumers have different attitude and the- gain them during their e?periences. A person is not build with an idea that iPhone is better than 0amsung !ala?-. )ow we

get those attitudesM %t is important for consumer researches to understand the nature

and power of attitude.

1. he +ttitude8 o;ards8>b ect 'odel

This model is suitable for measuring attitude towards a product 8or service9

categor- or a specific brand and evaluation of certain product specific beliefs

and or attributes. Bow this is where Apple iPhone scores high. Attitude ofconsumers towards Apple iPhone is prett- positive and favorable and

consumers believe that iPhone have an ade>uate level of attributes that the-

evaluate as positive.

2. he +ttitude8 o;ards8beha ior odel

This model is designed to capture the individual s attitude toward behaving or

acting with respect to an ob*ect rather than the attitude toward the ob*ect itself.

Bow this is where Apple iPhone fails. The attitude toward behavior 8i.e. purchase intention9 is not skewed in favor of the Apple iPhone in %ndia.

3. Personality factors,

Personalit- also pla-s a critical role in attitude formation. 7or e?ample#

individuals with a high need for cognition 8i.e. those who crave information

and en*o- thinking9 are likel- to form positive attitude to ads that are rich in

product related information.

Apple iPhone publishes ads that are rich in product related information inorder to attract people who score high in need for cognition.

4. +ttribution theory

'onsumers generall- have internal attribution for Apple iPhone as Apple has

build a brand image in the minds of consumers and consumers bu- iPhone

onl- because of the brand name and not because of an- e?ternal attribute.


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#. Central route

Apple generall- adopts central route in their advertisement in order to change

the attitude of consumers as consumers activel- seeks out information relevant

to the attitude ob*ect itself.6. Chan in the o erall brand ratin

Apple has tried to change the overall brand rating of iPhone through its

advertisement b- using a statement ICoving it is eas- that d wh- so man-

people doJ. :ith this ad Apple is tr-ing to set its brand iPhone apart from all

its competitors.

5. Utilitarian function'onsumers hold certain brand attributes particularl- because of brand s utilit-.

%f a product of Apple has been useful or helped consumer in past# consumer s

attitude towards Apple tends to be favorable. 7or e?ample# iPhone have

several features and benefits in mobile phones.

. +ddin an +ttribute

Apple had added an attribute b- bringing technological innovations in Apple

iPhone. %t brought technological innovation b- launching iPhone ( with i0ight


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Pro camera in international market. ;- launching this new model of iPhone

Apple is tr-ing to attract innovators.

7. Co'ponents of ri8co'ponent +ttitude odel he Co niti e Co'ponent, According to this component of this

model if a consumer will develop some belief and attitude towards

Apple iPhone onl- on the basis of past e?perience and ac>uiring

relevant information about Apple from other sources.

he +ffecti e Co'ponent, The affective component is a consumer s

emotions and feelings about iPhone or Apple brand.


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Co''unication and Consu'er %eha ior

Apple is using st-listic properties of ad picture to communicate with consumers.

1. "-posure effect

:hen Apple released the iPhone # what made consumers to stand in line and

compete with other Apple lo-alists for the limited suppl- available on the first

da-M :as it because the- needed a new 0martphone to communicate with

their friends and famil-M :ere the- interested in the new upgrades or appsM

o the- even know wh- the- needed to purchase the new iPhone M

Perhaps it was because the- were constantl- bombarded with information

about the iPhone in a variet- of formsD 7acebook advertisements# tweets on

Twitter# or pictures of the iPhone on other social media sites. This generall-tells how man- consumers were e?posed to the message conve-ed b- iPhone

in their ads.

2. Persuasi e effect

As per how man- consumers were generall- able to receive# understand and

interpret message conve-ed b- iPhone in their ads. %t will help the marketers

of Apple to evaluate that how man- consumers correctl- encoded an ads.

3. Sales effectThis helps to measure the effect of ad on sales of Apple iPhone.

4. Co'parati e ad ertisin

Through this ad Apple is tr-ing to claim its product 8iPhone9 superiorit- over

0amsung s smart phone. This t-pe of comparative advertising has been done

b- Apple as the- were confident that comparative ad will e?ert positive effect

on brand attitudes# purchase intentions and actual purchases of consumers.


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#. %u==

:hether it"s launching its latest iPhone or iPad# Apple sure knows how to

create buLL with consumers and the media 8recent maps debacle aside9. :hile

other companies fight for attention# Apple seems to effortlessl- dominate themedia not to mention the hearts and minds of customers with its new

product launches. Apple created a cliffhanger as the media and bloggers

speculated# I:hat could it be the new iPhone or something elseM All the

bottom up speculation in the media and blogosphere generated phenomenal

consumer interest for free. /nl- after weeks of free buLL did Apple launch a

paid media campaign to keep the momentum going.

6. 9iral 'ar!etinNiral marketing leverages the power of word of the mouth publicit- to

promote products or services. %t is a form of entertaining online advertising is

increasingl- gaining traction due to its cost effectiveness and power.

The loss of the ne?t generation iPhone looks like a go for viral marketing.

IiPhone -ster-J Bew !old iPhone 0 0neak Peek 8vs iPhone Teardown9

4 da-s ago 2#< #, 1 views

5. +d ertisin

Apple also does billboard advertising in various countries. %t has also done lot

of advertisement in metro stations.


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. Celebrities endorse'ent

%n the most recent Apple iPhone advertising campaign promoting and humaniLing the

phone s 0iri feature# the compan- decided to recruit the >uirk- actressGindie

songstress Qooe- eschanel and high profiled celebrit-# 0amuel C. 5ackson to

showcase 0iri s capabilities. The ads are short# sweet and honestl- not all that

e?citing with 5ackson and eschanel giving 0iri orders while acting like Iever- da-J

people. The- follow the compan- s marketing strateg- of depicting Inormal people

doing amaLing things with Apple productsJ.

7. +d ertisin and Public Relations

Apple advertises in all wa-s# through television# phone companies#

newspapers# and online. The wa- Apple advertising brings their consumers in

to what pa- close attention to what the product has to offer. ost of the time

the- are able to catch the attention of their target market and have them

purchase an- product the- are advertising. :hen Apple is advertising on

television# the- make sure to do it in a smooth manner. The- show how light


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weight their products are# how fast it is to access an- app of even browse the

web. :hen using product advertising# Apple goes into depth about their

products. The- want to inform consumers on how well their newl- made

product works and its benefits to -ou as the consumer.

10.Co'parati e Reference roups

'omparative reference groups are the upper level e?ecutives at one s place of

emplo-ment as their lifest-le# clothing and possessions like an iPhone admires

these individuals to purchase iPhone.


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he (a'ily and Social Class

1. Consu'er sociali=ation

'onsumer socialiLation which is defined as a process b- which children

ac>uire the skills# knowledge# attitude and e?perience necessar- to function as

consumer. The- have different attitude *ust b- purchasing a brand name apple

which comes under premium class categor-. Apple iPhone enhance a skill set

of an individual as it can improve -our @nglish speaking skills for business

and academic needs .

2. Gro;in up in a 'aterialistic ;orld

That s true that we are being nurtured in the world of materialism. @arlier

children at the age of to 16 were satisfied with the things lie dolls# cars# bikes

but these unsatisfactor- needs come to the new innovative applications

provided in smart phones of 0amsung# apple. The- are addicted to the

applications in the phones.

3. Social class

0ocial class and status are ke- factors to the -ounger generation# because the

power of the consumer market is so great. This isn"t new# in fact# as social

class has been dominated b- var-ing factors over the -ears# from cars to

houses# and in most cases this still e?ists. 'arr-ing the iPhone reflects the

status s-mbol and social standards of the person which apart from the status

provides them inner satisfaction

4. Class consciousness

Apple iPhone is a premium class product so people bu-s it for the sake of

consciousness of class.

#. Sin le ariable inde-

This uses onl- one socio economic variable to evaluate whether it is

occupation# education or income

Apple iPhone can relate to the income variable# if the individual have high

earnings he can easil- purchase the apple iPhone to satisf- his need.


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6. Geo8de'o raphic clusters

A segmentation strateg- that uses both neighborhoods and demographic

variables e.g. income# occupation

Apple iPhone introduced various series of phone but now it is launching itsnew iPhone 0 which is targeting the people of high income level and blocks

of elite class people.


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)ntroduction to Research ethodolo y

$esearch ethodolog- comprises defining and redefining the problem# formulating

h-pothesis or suggesting solution# collecting# organiLing and evaluating the data#

making deduction and reaching to conclusions and determines whether the formulatedh-pothesis is right and wrong.

$esearch ethodolog- is a wa- to solve research in stud- and solving research

problems along with logic behind them are defined through research methodolog-.

Thus while talking about research methodologies we are not onl- talking of research

methods but also consider the logic behind the methods.

uring m- pro*ect# % collected data through various sources primar- & secondar-.

Research esi n

A $esearch design is purel- and simpl- the framework of plan for a stud- that guides

the collection and anal-sis of data. The stud- is intended to find the consumers

preference towards the Apple products. The stud- design is descriptive in nature.

$esearch design is the conceptual structure within which the research would take

place. The presentation of such a design facilitates research to be as efficient as

possible -ielding ma?imum information.

ype of research desi n used

escripti e

% used a descriptive t-pe of research. escriptive stud- is a fact finding investigation

with ade>uate interpretation. %t is the simplest t-pe of research and is more specific.

ainl- designed to gather descriptive information and provides information for

formulating more sophisticated studies. %t is one which includes surve-s and fact K

finding# @n>uiries of different kinds. The ma*or purpose of such research is

description of the state of affairs# as it e?ists at present.


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Sources of ata Collection

There are 2 t-pes of data. The- areD

a* Pri'ary data

b* Secondary data

Pri'ary source are those# which are collected afresh and for the first time and

thus happen to be original in character. Primar- data will not onl- be relevant for

research pro*ect but it is also reliable# accurate and dependable. %t includes

19 iscussion with team members

29 iscussion with consumers

39 ata collected from >uestionnaire.

Secondary source are those which have alread- been collected b- someone else

and which have alread- been passed through the statistical process. 7or m- research

data has been procured from both primar- and secondar- sources. ealers# customers

and organiLation constituted the primar- source. Bewspapers# magaLines and websites

constituted the 0econdar- data.

Research +pproach

There are 2 basic t-pes of approaches to research. The- are#

a* Quantitati e +pproach

b* Qualitati e +pproach

Quantitati e +pproach involves the generation of data# which can be sub*ected

to rigorous >uantitative anal-sis in a formal and rigid fashion. This approach can be

further sub classified into inferential# e?perimental and simulation approaches to

research. The purpose of inferential approach to research is to form a database to infer

characteristics or relationships of population.

Qualitati e +pproach to research is concerned with sub*ective assessment of

attitudes# opinions and behavior research in such a situation is a function of

researcher s insight and impressions.


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%n this research a Ruantitative as well as Rualitative approach was used.

Research )nstru'ents

The various research instruments at the hands of the researcher are as followsD

a* )nter ie;, %t involves presentation# oral verbal# stimuli and repl- in terms of

oral verbal responses. This method can be used through personal interviews

and if possible# through telephone interviews.

b* Questionnaires, %t consists of number of >uestions printed or t-ped in a

definite order on a form or a set of forms the respondents have to answer the

>uestions themselves.

Sa'ple Si=e

0election of stud- areaD The stud- area is ;HC % .

0election of the sample siLeD


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Ques. )ave -ou ever owned an- Apple productsM

Particulars


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Ques. )ow long have -ou been using Apple productsM

Particulars


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Ques. :hat do -ou think about the price of the Apple productM

Particulars


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Ques. :hat factor would affect -our decision on purchasing iPhoneM

1. Price

Ran!


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2. (unctions

Ran!


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3. +ppearance esi n

Ran!


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4. Social rend

Ran!


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#. (a'ily (riends )nfluence

Ran!


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6. %rand


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5. 9ariety of +pplications

Ran!


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Ques. :h- do -ou choose Apple productsM

1. (ashionable esi n

Ran!


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3. ultiple (unction

Ran!


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1 2(2 1+3 ,4 36

1+

#. @i h Quality

Ran!


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)nterpretation,

:hen we asked our respondents to rank on various dimensions as to wh- the- choose

apple product#

1. 13 of the respondents ranked fashion design as number 1 criteria for

choosing apple products# 22 of the respondents ranked fashion design as

2nd most criteria. A large chunk of respondents i.e. 36 of them ranked it on

number 3 position. 7or 22 of the respondents# fashionable design holds 4 the

rank and the rest 22 respondents ranked it on th place.

2. 7or 1 of the respondents price was the top most reason and the- ranked it

number 1. 13 of them ranked it at 2 nd position. A large number of

respondents 836 9 ranked it as 3. 7or 2 of respondents it holds 4 th position

and rest 1+ of them ranked it as .

3. /ut of


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#. 7or 22 of the respondent high >ualit- holds the most important criteria for

purchase of apple product. 36 ranked it on 2 nd position. 7or 22 of them it

holds 3 rd position# , of them ranked it on 4 th place and 1+ on th position.


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Ques. )ow do -ou like Apple productsM

Particulars


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Ques. Are -ou planning to bu- an- Apple products in the futureM

Particulars


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Ques. o -ou prefer an Android or an iPhoneM

Particulars


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Ques. o -ou think Apple iPhone is more popular than its competitorsM

Particulars


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Ques. :ould -ou recommend others to bu- AppleM

Particulars


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Ques. :ho do -ou think to be the closest competitor of iPhone and :h-M

Particulars


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Ques. :here did -ou hear about Apple brandM %nternet

T.N.

agaLine or Bewspaper

7rom 7riends or $elatives

Apple 0tore

)nterpretation, :hen we asked this >uestion to our respondents most of them

marked all the options as Apple products 8especiall- iPhone9 are visible on all these

options. 0o# it becomes difficult to make a graph for it.

Ques. :hat are the improvements -ou want to be in the iPhoneM

)nterpretation, This was an open ended >uestion. :hen we asked this >uestion#

we got mi? repl- as ever-one wants different improvements but the improvements

that most of the respondents wants areD ;luetooth# 'hange in esign and Add more

and uni>ue features .


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(indin s

1. Apple invests heavil- on product placement in the movies and TN series i.e. in

the 16 movies out of the 33# Apple product will be there.

2. 0amsung is considered to be as the closest competitor and it also replaces theApple as it attained the 1 st position in the smart phone market over the globe.

3. Apple uses different wa-s to advertise its products.

4. The consumers want numerous changes to be made in the Apple products

especiall- in the case of iPhone as man- wants that its design should be

change and ma*or changes in its features should be brought.

#. Price is the main point that the consumers take into consideration before

bu-ing Apple products as their costs are ver- high.6. 0ome consumers also believe that the Apple s products are not price worth-.

5. Bumerous 'onsumer ;ehavior concepts that we studied so far are applied on

the Apple.


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Aay for;ard for the %rand

1. Apple must bring some ma*or changes in the iPhone in order to attain its 1 st

position in the market. The changes especiall- related to design and features.

2. Apple must bring products in an affordable range so# that more customers canuse Apple products.

3. 0ince Bokia is taken over b- icrosoft# Apple should be read- to fight against

this.

4. $ecentl-# 0amsung has launched Bote3 to fight against this Apple must launch

its iPhone 0 or iPhone (.

#. Apple is planning to launch iTunes $adio# % suggest that it should be launched

as soon as possible as it is free and it increases the interest among theconsumers 8especiall- -outh9. The reason is that the station will be genre

focused station.

apple project report

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