Apple iPhone

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TABLE OF CONTENTS
INTRODUCTION...................................................................................................................................
COMPANY BACKGROUND................................................................................................................
THE MARKET.......................................................................................................................................
TARGET CUSTOMER..........................................................................................................................
CUSTOMER EXPECTATIONS AND FEEDBACK............................................................................
POSITIONING AND MARKETING STRATEGIES............................................................................
a. Product.............................................................................................................................
b. Pricing..............................................................................................................................
c. Positioning.......................................................................................................................
d. Promotion........................................................................................................................

COMPETITION ANALYSIS........................................................................................................
STRATEGIES TO FIGHT COMPETITION..........................................................................................
a. SWOT analysis..........................................................................................................................
b. Product DiIIerentiation.............................................................................................................
c. Value addition to Customers...................................................................................................
CONCLUSION......................................................................................................................................
REFERENCES......................................................................................................................................
APPENDIX
Questionnaire.................................................................................................................................
Customer Response..........................................................................................................................



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NTRODUCTON
The iPhone is an internet-connected multimedia smart-phone designed and marketed by
Apple Inc. with a Ilush multi-touch screen and a minimal hardware interIace. The device
combines an iPod, a tablet PC, a digital camera and a cellular phone with a virtual keyboard
rendered on the touch screen. It oIIers a multitude oI Iunctions like those oI a camera phone
and portable media player (equivalent to the iPod), text messaging, visual voicemail and
Internet services like e-mail, web browsing, and local Wi-Fi connectivity.

The birth oI the iPhone began when Apple CEO, Steve Jobs directed his engineers to
investigate touch screens which were already used in Apple`s Mac Notebook. Apple created
iPhone during its collaboration with AT&T Mobility at an estimated development cost oI
US$150 million.
The touch user interIace and the sleek and beautiIul design by Jonathan Ive and his team
made it a true masterpiece oI technology and design and brought about a complete change in
the paradigm in the mobile phone market. With its launch in USA on June 29, 2007, iPhone
was named as the Invention of the year 2007 by Time magazine.
On the day oI its launch, Apple sold 2, 70,000 iPhones in the Iirst 30 hours itselI. It was
subsequently made available in Iive other countries namely, Republic oI Ireland, UK, France,
Germany, and Austria. On July 11, 2008, Apple released the iPhone 3G in twenty-two
countries, including the original six.
On October 21, 2008 Apple announced whopping sales oI 6.89 million iPhone in the Iourth
quarter oI 2008, totalling 13 million iPhones to date. They also noted that they became the
third largest mobile phone manuIacturer in terms oI revenue aIter Nokia and Samsung.

COMPANY BACKGROUND:
Apple Inc., Iormerly Apple Computer, Inc., is an American multinational corporation with a
Iocus on innovating, designing and manuIacturing consumer electronics and soItware
products. Established in Cupertino, CaliIornia on April 1, 1976 and incorporated January 3,
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1977, the company was called "Apple Computer, Inc." Ior its Iirst 30 years, but dropped the
word "Computer" on January 9, 2007 to reIlect the company's ongoing expansion into the
consumer electronics market in addition to its traditional Iocus on personal computers.
Apple has about 28,000 employees worldwide and had worldwide annual sales oI US$24
billion in its Iiscal year ending September 29, 2007.
The company's best-known hardware products include the Macintosh line oI personal
computers, the iPod line oI portable media players, and the iPhone. Apple's soItware products
include the Mac OS X operating system, iTunes media browser, the iLiIe suite oI multimedia
and creativity soItware, and Final Cut Studio, a suite oI proIessional audio- and Iilm-industry
soItware products. The company operates more than 200 retail stores in eight countries and
an online store where hardware and soItware products are sold.
Due to several reasons like philosophy oI comprehensive aesthetic design to distinctive
advertising campaigns, Apple has been able to establish a unique reputation in the consumer
electronics industry with a customer base that is devoted to the company and its brand,
particularly in the United States. It was named as the most admired company` in the United
States by Fortune magazine in 2007.

THE MARKET:
The mobile handset market is a highly volatile and constantly changing market with several
players entering the market each year. The companies Iight it out not only with their
promotional campaigns, schemes and other marketing strategies but also through creating
value Ior the consumers in the Iorm oI product innovation and diIIerentiation.
With mobiles becoming a vital aspect oI our lives today, the companies in the market
constantly endeavour to bring in products that are not only meant Ior making/accepting calls
but which also provide a host oI modern technological services like Bluetooth, music players,
touch screen etc.
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The major players in the market which pose a threat to iPhone are Nokia N95, Blackberry`s
Curve`, Samsung`s Upstage` and other smaller players like HTC Touch` and Helio`s
Ocean`.
Currently, the market Ior high-end phones like the Apple iPhone is small. Few people want
Internet, video, and PDA Ieatures in one device because oI the high price. The smart phone
market is still relatively small compared with general phone market. The market will rapidly
increase in coming years due to lower prices and greater power.
COMPARSON WTH COMPETTORS:
eaLure Apple
lhone
P1C 1ouch Pello
Ccean
nokla n93 8lackberry
Curve
Samsung
upsLage
CosL $500 (4GB)
or $600
(8GB) with
a two-year
contract
$600 for an
unlocked
phone from
Dynamism
$295 from
Helio
$750 for an
unlocked
phone from
Nokia
$300 with a
two-year
contract;
$200 after
mail-in
rebate
$80 with a
two-year
contract
Service
provider
AT&T Unlocked Helio
(Sprint
network)
Unlocked AT&T Sprint
Display 3.5 inches,
320 by 480
pixels;
landscape
or portrait
layout
2.8 inches,
240 by 320
pixels;
portrait or
landscape
layout
2.4 inches,
240 by 320
pixels;
landscape
or portrait
layout
2.6 inches,
240 by 320
pixels;
portrait or
landscape
layout
2.5 inches,
240 by 320
pixels
Phone
display: 1.4
inches, 176
by 65 pixels
Media
display: 2.1
inches, 176
by 220
pixels
Dimensions
(inches)
4.5 by 2.4
by 0.46
3.9 by 2.3
by 0.55
4.33 by 2.2
by 0.86
3.9 by 2.1
by 0.83
4.2 by 2.4
by 0.6
4.1 by 1.7
by 0.4
Controls Touch
screen,
software
keyboard
Touch
screen,
software
keyboard
Navigation
pad, slide-
out
keyboard,
slide-out
phone
keypad
Navigation
pad, slide-
out phone
keypad,
slide-out
multimedia
controls; no
keyboard
Keyboard,
navigation
pad,
trackball
Phone side:
phone
keypad
Media side:
navigationa
l pad; no
keyboard
Built-in
memory
4GB or
8GB
64MB 200MB 160MB 64MB 70MB
Battery life
(manufactur
er's talk-time
rating)
8 hours 5 hours 5.1 hours 4 hours 4 hours 2.5 hours
(6.3 with
extended
battery)
Music
formats
MP3, AAC,
Audible,
Apple
Lossless,
.wav
AAC,
AAC+,
eAAC+,
MP3,
WMA, .wav
MP3, AAC,
WMA
MP3, AAC,
AAC+,
eAAC+,
WMA
AAC,
AAC+,
WMA, MP3
AAC, MP3
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perating
system
S X Windows
Mobile
Custom Symbian BlackBerry
S
Custom


TARGET CUSTOMER:
Apple targets the niche customer who values innovation and seeks to buy something
Unique`. Cost is not an issue with these consumers. What matters to them is how tech-savvy
the product is, what Iacilities and soItware are provided and the experience` in general.
These are the people who love to express their individuality and uniqueness which is
accurately symbolized by the i` oI the iPhone.
Apples target segments consist oI proIessionals, students, corporate users, entrepreneurs, and health
care workers between the age group oI 20-40 having a wealthy background. About 75 oI
them are existing Apple customers.
In order to target the mainstream users beyond the youthIul technophiles, iPhone has announced support
Ior MicrosoIt Exchange so as to get more oI the business users on board. Majority oI its users are the ones
who use the applications like web browsers, e-mailing, net meetings etc on a Irequent basis.
VALUE PROPOSTON
Intended Ior style-conscious cell phone consumers who would like to browse the Internet and enjoy
entertainment to-go, the iPhone is a smart phone that combines a web browser, email, iPod and
personal computer into a single, Iashionable, easy-to-use device.

CUSTOMER EXPECTATONS AND FEEDBACK:
AIter collecting the data Irom the customers, we conclude that even though the pricing Ior
cell phones is decreasing however, it has not altered the demand Ior iPhone since the primary
reason the consumer`s are shopping Ior the iPhone is driven not by cost but by style, internet
accessibility, cool Ieatures and entertainment.

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The expectations oI the customers and their Ieedback obtained through our survey can be
better understood with the help oI Maslow's :Hierarchy of Aeeds' Model as Iollows:
(a) Physiological needs: It Iorms the basic reason since everyone needs a mobile to keep
in touch and communicate eIIectively.

(b) Safety needs- Plays important role especially Ior parents oI youngsters. These parents
are happy to introduce this gadget in the Iamily so as to ensure keeping track about their
children`s whereabouts and saIety.
(c) Love and belongingness needs- applicable Ior the grown up teens or adults to share
videos, ringtones, music, text messages to share all the new happenings and latest
activities and gossips in their Iriend circles

(d) Self esteem- since Apple plans to sell only 1 or 10 million by end oI 2008, there is
brand value and identity created in using this iPhone and a greater selI-esteem and
individuality within those who possess the device.

(e) Self actualization needs There is a high personal growth attained in using this
gadget like increased inIormation and knowledge Ior those who are not motivated
reading newspapers or books, latest entertainment happenings in the neighbourhood etc.
Those who are investors would like to run their business interactively and access
anywhere without accessing the home-base (PCs) etc
(Please reIer to Appendix on Customer Response` Ior an in-depth study oI customer`s
response to iPhone and its services)
POSTONNG AND MARKETNG STRATEGES:

THE PRODUCT
Apple Inc has the legacy oI having a Product Innovation model and has created a new
segment in mobiles in order to distinguish itselI Irom the competitors. The iPhone gadget is
marvelous in terms oI design and usage and has created a totally new experience that the
users had never experienced.
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The iPhone merges three gadgets into one: an iPod with touch controls, internet
communication device, and oI course a mobile phone. It is a revolutionary new mobile phone
that allows making a call by simply tapping a name or number in the address book or a call
log. It allows selecting and listening to voicemail messages in any order just like email.

iPhone has the most 7evolutiona7y inte7face and allows controlling everything using only
Iingers. Its soIt keyboard allows sending SMS in multiple sessions. iPhone uses OS X
operating system and allows multi-tasking. The accele7omete7 sensors automatically change
the contents oI the display; the proximity and ambient light sensors make the iPhone a power
saving device.
Also iPhone has a 2 Mega Pixel camera, advance photo management, a 3.5 inches wide
screen display that allows scroll through, 5 hours oI battery liIe Ior talk or video, with a Iull
16 hours in music mode, etc.

Unique Featu7es:
Visual Voice Mail- Perhaps the most talked about Ieature, visual voice mail easily lets you
play your messages out oI order with more detail about who called and when. Eg: Features
like voice-to-text, or voicemail-to-email using Callwave and Gotvoice.
B7owse7- One oI its key Ieatures which lets you surI the 'real internet through a zoom and
scan interIace. Eg: OperaMini 4 Beta
Email- A rich HTML email interIace
including attachment support.
Maps- iPhone is Ieaturing a version oI Google
Maps that takes advantage oI the touch-screen
interIace.
Music - Apple is claiming the iPhone is the
best iPod to date.
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Widgets- To get inIormation like weather and stock quotes through widgets.

2 PRCNG
Apple`s pricing intentions lie in its desire to maintain the high level oI perceived value iPods
currently enjoy in consumer minds. By setting a high price point, Apple is adopting a
skimming strategy, whereby it initially targets a narrow segment oI the market with a high
willingness-to-pay, as opposed to the mass market.

While the initial cost to buy iPhone is high, the high proIit margin oI about 30 on the
device leaves lot oI room Ior opportunities to innovate with its pricing.
Recently, the company announced a price cut. This seems to be a long-planned strategic
move to pick up a second wave oI customers Iollowing those early adopters Ior whom price
was no concern.
Model P7ice
4gb model 499
8gb model 599

3 POSTONNG:
Apple is ideally positioned, in terms oI technology, design, brand, component sourcing, media deals
and soItware, to be a signiIicant player in mobile handset industry. Through various campaigns, Apple
has been able to position itselI as:
O A smart phone that combines a web browser, email, iPod and personal computer apart Irom
the basic utility oI making phone calls.
O Fashionable and easy-to-use device
O nte7net-on-the-go value p7oposition
O Innovative and Unique

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PROMOTON:
The excitement raised by the hype in January in the Apple Expo, is still maintained. Steve
Jobs was able to create a wow effect among the customers. Apple has the marketing
strategy oI coming up with a unique slogan Ior each oI its products so as to occupy the
consumers` mind space.
In Iact, just the preIix 'i evokes brand awareness since it is associated with Apple products.
So naming the product iPhone is clearly the right move Ior establishing early product interest.

Steve Jobs Iirst introduced the iPhone as a publicity campaign in Mac world. The launch
created a huge buzz in the market.

Apple used the entire arsenal in its buzz generating kitty. These include:
O Make an innovative product
O Stress on design
O Create impressive ads
O OIIer surprises (none knew what it would be like)
O Put it on show (drive people to stores to test the product)

Adve7tisements:
iPhone is a pioneer brand, the Iirst brand to enter in the market. The blast oI commercials -
the 30-seconds spots oIIering snippets oI the iPhone`s cool touch-screen, Web browser,
GPS Iunctions, and music player in action, are more easily retrieved Irom the consumer`s
memory than the competitors` brands. The three main advertisements are:
Neve7 been an iPod`
The advertisement portrays that the iPhone is the best iPod ever, and by the way, it`s a phone
too!`
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2 How To`
The second advertisement places less emphasis on its iPod heritage, instead Iocuses on the
device`s Internet capabilities. Apple is keen to demonstrate that the iPhone can provide
access to Iull web experience. Here also, the Iact that it`s also a phone is teasingly leIt right
till the end.

3 Calama7i`
The third advertisement highlights two Ieatures in addition to the device`s cell phone-
Iunctionality: playing hollywood content and Google Maps integration. The ad begins by
playing a scene Irom Pirates oI the Caribbean, cutting to a shot oI a ship being attacked by a
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giant octopus. Then in a play on imagery, the user searches Ior a sea Iood restaurant using the
iPhone`s rich Google Maps client app.

The campaign Iocuses on the iPhone`s iPod, Internet and multimedia Iunctionality an area
where Apple clearly Ieels the device triumphs over its competitors with a constant theme
being that the iPhone happens to make calls too.
PACKAGNG:
Apple used iPhone packaging as a styling weapon and gives great importance to details
making it a niche product.


COMPETTON ANALYSS:
The mobile market is a highly competitive market. The competition Iaced by iPhone can be
understood using !orter's five forces' theory as under:

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Th7eat of New Ent7ants
Ultimately the iPhone is going to Iace the most competition Irom imitators who can sell a
similar or comparable device at a lower price. Most oI these threats are going to come Irom
established players in the cell phone industry (such as Nokia, Blackberry and Samsung)
rather than companies trying to enter the cell phone market anew.
SoItware companies such as Google and MicrosoIt may pose a credible threat at entering the
cell phone market and trying to carve a niche out Ior themselves. It has been rumoured that
Google has a team actively investigating such a move and MicrosoIt currently has a lot oI
experience creating soItware speciIically Ior mobile devices.

Ba7gaining Powe7 of Supplie7s
Fortunately Ior Apple the iPhone is more than the sum oI its parts. The parts themselves are
not that interesting as they are readily available Irom a number oI sources and alternatives
exist Ior most oI the parts. What gives the iPhone its appeal is 7eally the softwa7e that
Porter#s Five Forces
New entrants
Bargaining
Power of
customers
Bargaining
power of
suppliers
Threat of
substitutes
Competition
within
industry
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brings all these parts together and allows the user to interact with the phone in a compelling
way. And Apple, oI course, developed and owns the soItware. Further, Apple has been
successIul in creating a strong barrier to entry by :
1. Securing a patent Ior iPhone that will give them short-term monopoly rights on some
oI its technology.
2. Apple has invested heavily in knowledge and experience which will take time Ior
competitors to be able to emulate.
3. In order to eIIectively compete with the iPhone, competitors like Nokia, Samsung etc
will need to invest signiIicantly in soItware development.
4. Since Apple also has a lot oI experience making hardware, it gives them a head start
on some other potential entrants into the cell phone market whose experience lies
largely in the soItware realm (eg. Google, MicrosoIt)

ThereIore Apple is not dependent on the powerIul suppliers and calls the shots Ior both the
integrating soItware and Operating System.

Ba7gaining Powe7 of Custome7s
The buyers oI the iPhone are somewhat more powerIul. The consumers tend to be susceptible
to price sensitivity and alternative choices. Given the relatively high price oI the iPhone it
remains to be seen whether consumers will pay a premium Ior Apple cachet and
technological convergence when their needs may be equally met by cheaper alternatives.

Substitutes
The iPhone mainly distinguishes itselI Irom competitors over its user interIace which is
driven by a multi-touch screen. However, it is likely that other players in the market will soon
be able to deliver similar products. Nokia, HTC, LG and Samsung etc have already disclosed
details oI coming up with products which Ieature touch-screen interIaces, as well. iPhone
Iaces a realistic threat Irom the substitutes in the near Iuture.

age | 13

STRATEGES TO FGHT COMPETTON:

In order to maintain its dominance, Apple Inc must do a complete $% analysis Ior
iPhone and thence come up with appropriate strategies to Iight competition.

SWOT ANALYSS:

A St7engths:
The iPhone has several Ieatures that add to the strength oI the product:
O Its unique look
O Feel accompanied by a mobile operating system.
O Phone sensors that work with the multi-touch screen
O Ease oI Use
The Iact that the company is Iirst to deliver in this arena oI computer phones is one oI its
greatest strengths
B Weaknesses
O It has a sub- par camera, at about 2 megapixels as well as its memory not being
removable.
O The phone is high priced
Strengths Weaknesses
pportunities Threats
Style/Brand Sensors
Rich U User base

First mover
High price / high end
Limited distribution channels
Missing features
Un
corp
Port existing apps
Migrate people to Apple
New social device
Distribute iTunes content
Similar devices
Highly developed market
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O Apple`s choice oI distribution channel has also been construed as a weakness as
they`re limiting it to only Cingular and Apple retailers.
O The businessmen community still don`t identiIy themselves with iPhone and Apple.

C Oppo7tunities
O Demand Ior a better mobile computing experience. The iPhone tries to combine both
powerIul computing as well as entertainment into one system.
O People have also noted that the Mac OS applications Ior desktop can be seamlessly
adapted Ior the iPhone.
O iPhone is the Iirst step towards an Internet Protocol-based network.

D Th7eats
O Competitors- Nokia, Sony, and Google.
O Smart phones are one popular example that stands to compete against the iPhone.
O The Iact that these phones run on the 3G network also puts iPhone behind in the speed
race.
O The release oI the iPhone is still in a time where people are cautious oI spending
money.





STRATEGY FOR COMBATNG COMPETTON:

Th7ough P7oduct Diffe7entiation:
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Overall this trait sides Iavourably Ior Apple (right now) because the iPhone is signiIicantly
diIIerent than its nearest competitors. Apple also has a certain amount oI protection through
the strength oI its brand identity.

2 Th7ough Value Addition to Custome7s:

onsumers value what they pay for. %hey don't value things they perceive as free What
Apple has done is inverted the value proposition. It has created a phone that consumers see as
desirable, so desirable in Iact that they will actually pay $400 to $600 Ior one. And because
the device is desirable, Apple can demand exclusive deals with carriers, which creates
valuable diIIerentiation Ior those carriers that have iPhones and disadvantages Ior those that
don't.





CONCLUSON:
Through its product innovation, a strong brand imagery and Iocus on customer value, iPhone
has been able to create a lasting impact on the mobile industry and change the dynamics.
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Apple`s creation oI iPhone has put pressure on other mobile companies to deliver more PC-
like phones with better browsers which will push Iorward greater adoption oI mobile web and
hence Iacilitate ease oI use through technological prowess.
Apple has chosen the price points based on consumer demand and interest. A constant set oI
Ieatures will move down the price scale to more value-oriented price points, but Apple will
introduce new and even more desirable products at the old price points. And so as long as it
can keep that engine going, it will make money hand over Iist.
Thus, th7ough iPhone, Apple has waged a ma7keting wa7 to 7eshape the value chain fo7
the mobile phone indust7y. Through a clear understanding and analysis oI its market, the
customers and their values, the competition`s strengths and weakness etc, iPhone has been
able to diIIerentiate itselI and create a blue ocean amongst the existing mobile market
especially in USA.

REFERENCES:

1. www.apple.com/iPhone
2. Marketing management : ProI Rajan Saxena
3. http://www.readwriteweb.com/archives/todaysiphoneusersareyoungrichandte
chnicallysavvy.php
4. www.wikipedia.com
5. hLLp//wwwmsnbcmsncom/ld/16366968/slLe/newsweek







APPENDX:
"uestionnai7e
age | 19


Dear Sir/Madam,
MBA is a qualiIication in business administration open to degree holders oI any discipline.
This course aims to equip managers with suIIicient knowledge and skills in main Iunction
areas oI business like Iinance, marketing, human resource, Operations, Systems etc.

This survey is a part oI our marketing academic project on iPhone`

All inIormation provided by you will be kept conIidential and be used only Ior academic
purpose. It will take around 10 minutes to complete the questionnaire. We would greatly
appreciate your time and help in this project.

Kindly mail the complete questionnaire and send your responses to the Iollowing email id:
Rituma: riitumagmail.com



Demog7aphics:
Name:
Present Age:
Earning/Student/House maker
Annual Income: Rs.
Highest QualiIication:

age | 20

Fo7 Custome7s:
1. Where did you Iirst hear about the iPhone?
a) Ads
b) Apple
c) O2/AT&T
d) Press
e) Internet
I) Word oI mouth
g) Others please speciIy: ..........

2. Are you aware oI the major Ieatures oI the iPhone?
a) Not at all
b) To some extent
c) Yes

3. Do you consider the iPhone a successIul product?
a) Yes
b) No

4. Please explain why you think it is a successIul/unsuccessIul product.
Ans: ............................


5. Do you own
a) 1
st
generation iPhone (launched 2007)
b) 3G iPhone (launched 11 July, 2008)

6. II not, please speciIy the reason ;
Ans: ..........................

7. II you own the 1
st
gen iPhone, would you consider upgrading to the 3G version?
a) Yes
b) Not yet
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c) No, I am happy with the current one

8. Does the iPhone meet your needs better than other phones in the market?
a) Yes
b) No
c) Others please speciIy: ............

9. Do you think iPhone is a unique, innovative and better quality product?
a) Yes
b) No

10. What is your primary use oI the iPhone?
a) Phone calls
b) Internet browsing
c) Music
d) Emails
e) Camera
I) Others please speciIy: ...........


11. What Ieature is the most important Ior you?
a) Touch screen/large screen size
b) Ability to make calls
c) Internet browsing
d) Emailing
e) IPod Iacility
I) Storage space
g) Others please speciIy: ...........

12. What were the Iactors aIIecting you when you bought iPhone?
a) Price
b) Apple brand
c) Features
d) Design
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e) Others please speciIy: ...........

13. How satisIied are you with the product overall?
a) Very satisIied
b) SatisIied
c) IndiIIerent
d) UnsatisIied
e) Very unsatisIied

Fo7 Retaile7s:

1) Where did you Iirst hear about the iPhone?
a) Ads
b) Apple
c) O2/AT&T
d) Press
e) Internet
I) Word oI mouth
g) Others please speciIy: ..........

2) Are you aware oI the major Ieatures oI the iPhone?
d) Not at all
e) To some extent
I) Yes

3) Do you consider the iPhone a successIul product?
c) Yes
d) No

4) Please explain why you think it is a successIul/unsuccessIul product.
Ans: .........................

5) Do you own
age | 23

c) 1
st
generation iPhone (launched 2007)
d) 3G iPhone (launched 11 July, 2008)

6) II not, please speciIy the reason ;
Ans: ...........................

7) Who according to you is the target customer Ior iPhone?
a) Youngsters
b) ProIessionals
c) Others please speciIy: ........

8) What do you think about the pricing oI iPhone
a) Under priced
b) PerIect
c) Little overpriced
d) Very expensive

9) How successIul is iPhone Ior you, please speciIy;
Ans: ........................

10) What Ieature is the most important Ior you?
h) Touch screen/large screen size
i) Ability to make calls
j) Internet browsing
k) Emailing
l) IPod Iacility
m) Storage space
n) Others please speciIy: ...........

11) What were the Iactors you stress upon while selling iPhone?
I) Price
g) Apple brand
h) Features
age | 24

i) Design
j) Others please speciIy: ...........

12) How satisIied are you with the product overall?
I) Very satisIied
g) SatisIied
h) IndiIIerent
i) UnsatisIied
j) Very unsatisIied

2 Custome7 Response:







30
13
13
38
2
Iactors affect|ng buy|ng dec|s|on
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ueslgn
Apple 8rand
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CLhers
age | 23









33
38
3
20
9roduct sat|sfact|on
Iery SaLlsfled
SaLlslfed
lndlfferenL
unsaLlsfled
Iery unsaLlsfled
age | 26







13
20
3
33
3
12
8
,ost Important Ieature
AblllLy Lo make Calls
lnLerneL 8rowslng
Lmalllng
lod
CLhers
SLorage Space
Screen Slze
88
12
Is |9one Un|queInnovat|ve and 8etter tan
oters?
?es
no