COMPREHENSIVE VIVA VOCE

CONSUMER PERCEPTION TOWARDS APPLE

I PHONES
PREPARED BYDEVESH DAHUJA
SECTION B
SEM- 3rd

OVERVIEW:
This presentation presents a multi disciplinary frame
work to understand the perception of peoples towards
apple I-phone that what they feel after using it. Whether
they are satisfying their beliefs and needs. Do Apple Iphones provides a self esteem to its customers. The
amount of money they are spending is equivalent to
companies revert services or not. Is the customers of
Apple are price sensitive or not means will they stick to
apple if the prices are increased or decreased.

INTRODUCTION TO THE TOPIC

APPLE INC. is an american multinational corporation
headquatered in cupertino,california,that
designs,develops,and sells consumer electronics.
It was founded by Steve jobs,Steve wozniak and Ronald
wayne on april1,1976.
Consumer perception led apple to get its revenue more than
other companies
Market perception plays a big role in its success

AREA FOR RESEARCH:

Apple is a very prestigious company.
In 2010 Apple generated 5 million U.S. dollars
selling iPhones & In the 2013, iPhone revenue
amounted to 47 billion U.S. dollars.
I phones contributes more than 40 percent of
Apple's total revenue.
So, I have chosen this topic to examine the factors
that leads to the growth of the company and to
know that how it creates perception in people
mind.

RESEARCH OBJECTIVES
To know the perception of customers towards apple I
phone.
To know about the price sensitivity of customers.
Are apple I phone customers are brand loyal.
Do apple I phone provide a sense of self esteem to
consumers.
Whether it satisfy people beliefs and values.

HYPOTHESIS
Perception of brand or brand image in customer matters a lot
to the company sales and revenue
Apple focuses on the peoples perception
Apple branding strategy makes a success in eyes of the public
Apple provide a self esteem to its customers
Apple creates a impression in peoples mind that buying apple
means living high standard of life

LITERATURE REVIEW
Apple knows this well. With the release of its iPhone
4S, Apple sales and profits skyrocketed, making 2011
Apples best year to date.
Apples marketing strategy and name brand have
made it a success in the eyes of the public.
Apples innovative products, committed followers, and
powerful advertising
methods have convinced the market that Apple
products are worth buying.

CONT.
Perceptions have a huge bearing on the market and
how a company fares.
Apple's core competence remains delivering
exceptional experience through superb user interfaces

RESEARCH METHODOLOGY:
INSTRUMENTS FOR CONDUCTING THE RESEARCH:
Data collection started with recollection the experiences from
the peoples as a customer, identified certain beliefs that
influenced their decision to buy apple I phones.
TYPE OF RESEARCH
1. Exploratory when researcher dont know the problem. It
is generally based on the secondary data.
2. Descriptive- when the researcher know the problem and
than describe it that is called descriptive study.
3. Experimental- when researcher research for more
alternative solutions even when he know the problem and the
solution. That is experimental study.

Click icon to add picture

MY RESEARCH
In this research we know the
problems related to the perception of
customers, their attitude towards
decision making, stimuli's that
changes their behavior to buy I
phone or is I phone is providing
really a self esteem. So we are going
to do descriptive study on this
research

RESEARCH QUESTIONS
ARE CUSTOMER SATISFIED WITH APPLE I PHONE
ARE APPLE CUSTOMERS BRAND LOYAL
IS THERE ANY PRICE SENSTIVITY IN IPHONE
CUSTOMERS
DO APPLE IPHONE ALLIGN WITH VALUES AND
BELIEFS OF CUSTOMERS
DO APPLE PRODUCTS PROVIDES A SELF ESTEEM TO
ITS CUSTOMERS

VARIABLES

DEPENDENT VARIABLES: -

Age, Gender, Income, Occupation, Status, Brand.

INDEPENDENT VARIABLES:-

Perception, Satisfaction, Past Experience, Preferences, Services

DATA COLLECTION
PRIMARY DATA SOURCES:

Primary Data is data observed or collected directly from first-hand

experience.

Method: Communication Method

By designing questionnaires with a view to collect the requisite information.

Type of Questions- Multiple Choice Questions

(i) (Personal Survey)

(ii) (By Mail)

SECONDARY DATA SOURCES:

Miscellaneous Reports by apple company

Journal & magazines of technological Studies

Case Studies

Online Websites such as Google, Wikipedia, and online case studies,

journals.

Our Research Study is based on both Secondary and Primary Data. But preferably Primary
Data".

SAMPLING
Population of study :In study of Consumer perception analysis Analysis we have
taken the group of people whose age is between 20 to 30
Geographical area of study:Our geographical areas for this research/study are Delhi & NCR

In this research I have chosen Simple random Sampling in

which I will select our target randomly through which each
have equal chance to get selected for our research. In this
technique no customer is selected on account of likes or dislikes

DATA ANALYSIS
Software tool used microsoft excel
Univariate- when there is one variable than we use the univariate type.
Bivariate when there is 2 variables than we use the bivariate type

Multivariate when there is more than two variables than we use the
multivariate type.

Here we are going to use correlation under bivariate type .correlation means
to relate one variable in comparison of other. Like I m taking 2 variables like
income and price sensitivity As price sensitivity directly depends on income.

FINDINGS

satisfied
yes
no

Through my survey I found that 85% people are satisfied

with their iphones and 15% are not.

FINDINGS
Through my survey I found that 43% people think that
iphone is creative 25% thinks that it is innovative 17%
thinks that it is energetic and 15% thinks that it is
elegant.
53% of customers are price sensitive while 47% will
not change the product.
75% people thinks that iphones provide a self esteem to
its customers.
73% people says that iphones align with the beliefs

BIVARIATE ANALYSIS

FEMALE

MORE PRICE
SENSITIVE
Column1
MALE

10

15

20

25

30

SUGGETIONS
As 15% people are unsatisfied ,so company should
reach their problems as to make good market
perception.
As 27% people think that apple does not align with the
values,so company should find the reasons behind it.
53% of apple customers are price sensitive according
to my survey,so apple should not increase its price as to
create more revenue

CONCLUSION
The research reveals that large no. of people are
satisfied with apple
Half of the customers are price sensitive
iphones provide a self esteem to its customers and
align with the values and beliefs of people
Apple has a good market perception in the eyes of its
customers which led to high sales and increament in
collection of revenue
Apple products are worth buying.
Large no. of people thinks that iphones are creative
and innovative more and it provide good level of
satisfaction to its customers.

QUESTIONNAIRE

REFERENCES
www.google.com
www.wikipedia.com
www.apple.nic.us
www.yahoo.com
www.searchengine.com