A study on “The Consumer attitude towards Apple iPhone

4s: With Special Reference to Film centre, Shivamogga”

Contents

Chapter -1
 Introduction
 Objectives of the study
 Need of the study
 Scope of the study
 Methodology
 Limitations

Chapter 2
Industry Profile
 Introduction
 Nature of the Industry
 Manufacturing
 Contribution of Industry is GDP

Chapter -3
Company Profile
 History

 Product Profile

Chapter -4
Analysis and Interpretation of Data

Chapter -5
Suggestions and Conclusion

Annexure
Questionnaire
Bibliography

1
 CHAPTER-1
INTRODUCTION
 Introduction
 Objectives of the study
 Need of the study
 Scope of the study
 Methodology
 Limitations

2
 INTRODUCTION

Consumer delight along with the profit maximization happens to be the

sole object of every successive businessman, consumer happens to be a
pivotal point around which the entire business evolves. Therefore to study
the consumer likes dislikes, attitudes, preferences etc. Helps to learn more
about consumers and thus helps in decision-making programmes. As the
entire system of market relays upon the study of the consumer behavior. It
would be systematic, realistic and objective to search for the relevant data.

A touch screen is an electronic visual display that the user can control
through simple or multi-touch gestures by touching the screen with one or
more fingers. Some touch screens can also detect objects such as a stylus
or ordinary or specially coated gloves. The user can use the touch screen
to react to what is displayed and to control how it is displayed.

The touch screen enables the user to interact directly with what is
displayed, rather than using a mouse, touchpad, or any other intermediate
device. Touch screens are common in devices such as game consoles, all-
in-one computers, tablet computers, and smart phones. They can also be
attached to computers or, as terminals, to networks. They also play a
prominent role in the design of digital appliances such as personal digital
assistants (PDAs), satellite navigation devices, mobile phones, and video
games.

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When we think of innovative computer and cellular phone technology that
is constantly ever-changing, worldwide success, and brand and customer
loyalty like no other, what company usually comes to mind? Apple Inc.
Now called Apple Inc., the company began as a manufacturer of personal
computers and it was first called Apple Computer, Inc. (History of Apple
Inc.). The company we now know as Apple was not as internationally
successful as it is today, but after a few bumps in the road and under the
leadership of its founder and former CEO Steve Jobs the company was
back on its feet. Steve Jobs managed to rebuild the company and Apple
began to make its return in 1998 with the introduction of some of its early
hardware products including iMac, iBook, and the Power Mac G4
("History of Apple Inc.").

The year 2001, however, was a very important year for the company. It
was the year that Apple introduced the iPod line and Apple products
started to become increasingly popular worldwide. From that year
forward, the company not only changed people's perception of music
through the introduction of the iTunes music store but also changed the
way people communicate with one another since the release of the iPhone
("Technology: Changing the Way we Communicate MediaCAST Blog |
MediaCAST Blog.").

The release of the iPad has helped consumers stay organized and
entertained while also offering mobility. Furthermore, without Mac
desktops and laptops there would be no "mac users" and media

4
professionals wouldn't have the option of using a computer that is more
reliable than its competitors (Finnie).

Apple's aim has been to provide consumers, businesses, students, and

educational institutions with the best personal computing experience. Not
only has Apple Inc. redefined how consumers use computers at home,
school, and work but has also given consumers a whole new perspective
on the mobile phone and music industry all while exemplifying social
responsibility and environmental sustainability for its stakeholders.
Apple's worldwide success is evidence that the company has succeeded in
accomplishing its mission in being one of the world's top innovative
companies.

Scope of the study

The scope of the study was restricted to Shivamogga city. The study is
intended to collect primary data directly from the consumer. Hence, the
businessman and professional persons were contacted in their free time
and interviewed to know their preference among the Apple iPhones
available in Shivamogga.

Objectives of the study

The objective of the study is to be examining the attitude of customers of
Apple iPhone 4s hand set, and following the main objective of the study:
 To know the consumer awareness towards Apple iPhone 4s handset in
the Shivamogga.

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 To identify the brand leaders of the Apple iPhone 4s are available at
Shivamogga.
 To find out the brand loyalty Apple iPhone 4s.
 To know the attributes of the products, which the consumers give most
importance.

Need of the study

Importance of customer satisfaction in sales. After sales service is a concept
very much associated with sales especially in mobile industry. Mobile markets
are increasing at a faster rate in India. Sales of mobiles are zooming with
growth of 10% annually with the presence of every major international brand of
mobile available in Indian market. Apple iphone 4s is considerably doing well
with annual increase of 8% every year. As Apple iphone 4s sales are increasing
it is inevitable to know the customer satisfaction, perception and also after sales
service offered by Apple iphone 4s to its customers to meet the customer
expectation.

Methodology
For the purpose of this study both primary and secondary data have been
collected.
The primary data was collected through personal interview with the
consumer and the distributor in Shivamogga city, as it is not possible to
contact the entire consumers in the Shivamogga city. The method of
satisfied random of sampling was used. The sample size contacted was 50
consumers on the basis of geographical classification to facilitate the
survey. From each geographical area samples of 50 consumers selected at

6
random survey was conducted through issuing questionnaire to the
consumers.
Secondary data: Company’s books of records, files, office report,
publication, newspapers, industrial manual books forms and the internet
sources of secondary data.

Limitations of the study

 The study was constrained only to film centre and Shivamogga city
only.
 The time frame was only five weeks due to which every respondent
could not be covered.
 The entire respondent did not answer each and every given in the
questionnaire.
 The efforts are made to make this survey as realistic as possible.
 Customers were reluctant to answer certain questions.
 Customer satisfaction varies from time to time. It will not remain
constant.

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 Chapter 2
Industry Profile
 Introduction
 Nature of the Industry
 Manufacturing
 Contribution of Industry is GDP

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 Chapter 2
INDUSTRY PROFILE

Introduction
Telecommunication has been recognized world-over as an important tool for
socio-economic development for a nation and plays a phenomenal role in
growth and modernization of various sectors of the economy. Over the last
few years, Indian telecom market has shown overwhelming growth thanks to
domestic demand, policy initiatives undertaken by the government and
admirable efforts by the players of the industry and in the process, has
managed to emerge as one of the youngest and fastest growing economies in
the world today. Factors like regulatory liberalization, structural reforms and
competition played a very important part in this rapid transformation.

The fact that India is one of world's fastest growing telecom markets in the
world, has acted as the primary driver for foreign and domestic
telecommunication companies investing into the sector. It is also recognized
as one of the most lucrative markets globally, resulting in massive
investments being made in the sector both by the private and government
sector in the last decade.

The telecom industry has witnessed significant growth in subscriber base

over the last decade, with increasing network coverage and a competition-
induced decline in tariffs acting as catalysts for the growth in subscriber
base. The growth story and the potential have also served to attract newer

9
players in the industry, with the result that the intensity of competition has
kept increasing.

Liberalization of the sector has not only led to rapid growth but also helped a
great deal towards maximization of consumer benefits, evident from a huge
fall in tariffs. Telecom sector has witnessed a continuous rising trend in the
total number of telephone subscribers. From a meagre 22.8 million telephone
subscribers (wireless plus wire line) in 1999, it has grown to 926.53 million
at the end of December, 2013, reaching teledensity of 76.86 %. The total
number of urban subscribers today stand at 611.19 Million (65.59 %) and
rural subscribers at 315.33 Million (34.41 %). Wireless telephone
connections have contributed to this growth as the number of wireless
connections rose from 35.61 million in 2010 to 893.84 Million at the end of
December, 2013.

Also, broadband segment has seen significant growth with total internet
subscribers reaching 20.99 million in September, 2011, which includes 13.30
broadband subscribers.

Nature of the Industry

The telecommunications industry is at the forefront of the information age

delivering voice, data, graphics and video at ever increasing speeds and in
an increasing number of ways. Whereas wireline telephone
communication was once the primary service of the industry, wireless

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communication services and cable and satellite program distribution make
up an increasing share of the industry.

During the late 1990s, the telecommunications industry, experienced very

rapid growth and massive investment in transmission capacity. Eventually
this caused supply to significantly exceed demand, resulting in much
lower prices for transmission capacity. The excess capacity and additional
competition led to either declining revenues or slowing revenue growth,
which has led to consolidation within the industry, as many companies
merged or left the industry.

The largest sector of the telecommunications industry continues to be

made up of wired telecommunications carriers. Establishments in this
sector mainly provide telephone service via wires and cables that connect
customers? premises to central offices maintained by telecommunications
companies. The central offices contain switching equipment that routes
content to its final destination or to another switching center that
determines the most efficient route for the content to take. While voice
used to be the main type of data transmitted over the wires, wired
telecommunications service now includes the transmission of all types of
graphic, video, and electronic data mainly over the Internet.

One way wired carriers are expanding their bandwidth is by replacing

copper wires with fiber optic cable. Fiber optic cable, which transmits
light signals along glass strands, permits faster, higher capacity
transmissions than traditional copper wirelines. In some areas, carriers are
extending fiber optic cable to residential customers, enabling them to

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offer cable television, video-on-demand, high-speed Internet, and
conventional telephone communications over a single line. However, the
high cost of extending fiber to homes has slowed deployment. In most
areas, wired carriers are instead leveraging existing copper lines that
connect most residential customers with a central office, to provide digital
subscriber lines (DSL) Internet service. Technologies in development will
further boost the speeds available through a DSL connection.

Wireless telecommunications carriers, many of which are subsidiaries of

the wired carriers, transmit voice, graphics, data, and Internet access
through the transmission of signals over networks of radio towers. The
signal is transmitted through an antenna into the wireline network. Other
wireless services include beeper and paging services. Because wireless
devices require no wireline connection, they are popular with customers
who need to communicate as they travel, residents of areas with
inadequate wireline service, and those who simply desire the convenience
of portable communications. Increasing numbers of consumers are
choosing to replace their home landlines with wireless phones.

Wireless telecommunications carriers are deploying several new

technologies to allow faster data transmission and better Internet access
that should make them competitive with wireline carriers. One technology
is called third generation (3G) wireless access. With this technology,
wireless carriers plan to sell music, videos, and other exclusive content
that can be downloaded and played on phones designed for 3G
technology. Wireless carriers are developing the next generation of

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technologies that will surpass 3G with even faster data transmission.
Another technology is called ?fixed wireless service,? which involves
connecting the telephone and/or Internet wiring system in a home or
business to an antenna, instead of a telephone line. The replacement of
landlines with cellular service should become increasingly common
because advances in wireless systems will provide data transmission
speeds comparable to broadband landline systems.

Manufacturing

Manufacturing is the production of merchandise for use or sale using

labor and machines, tools, chemical
and biological processing, or
formulation. The term may refer to a
range of human activity, from
handicraft to high tech, but is most
commonly applied to industrial
production, in which raw materials
are transformed into finished goods
on a large scale. Such finished goods
may be used for manufacturing other, more complex products, such as
aircraft, household appliances or automobiles, or sold to wholesalers, who
in turn sell them to retailers, who then sell them to end users – the
"consumers".

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Manufacturing takes turns under all types of economic systems. In a free
market economy, manufacturing is usually directed toward the mass
production of products for sale to consumers at a profit. In a collectivist
economy, manufacturing is more frequently directed by the state to supply
a centrally planned economy. In mixed market economies, manufacturing
occurs under some degree of government regulation.

Modern manufacturing includes all intermediate processes required for

the production and integration of a product's components. Some
industries, such as semiconductor and steel manufacturers use the term
fabrication instead.

The manufacturing sector is closely connected with engineering and

industrial design. Examples of major manufacturers in North America
include General Motors Corporation, General Electric, Procter & Gamble,
General Dynamics, Boeing, and Pfizer. Examples in Europe include
Volkswagen Group, Siemens, and Michelin. Examples in Asia include
Toyota, Samsung, and Bridgestone.

Business-to-business (B2B)

Business-to-business (B2B) describes commerce transactions between

businesses, such as between a manufacturer and a wholesaler, or between
a wholesaler and a retailer. Contrasting terms are business-to-consumer
(B2C) and business-to-government (B2G). B2B branding is a term used
in marketing.

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The overall volume of B2B (Business-to-Business) transactions is much
higher than the volume of B2C transactions. The primary reason for this is
that in a typical supply chain there will be many B2B transactions
involving sub components or raw materials, and only one B2C
transaction, specifically sale of the finished product to the end customer.
For example, an automobile manufacturer makes several B2B transactions
such as buying tires, glass for windscreens, and rubber hoses for its
vehicles. The final transaction, a finished vehicle sold to the consumer, is
a single (B2C) transaction.

B2B is also used in the context of communication and collaboration.

Many businesses are now using social media to connect with their
consumers (B2C); however, they are now using similar tools within the
business so employees can connect with one another. When
communication is taking place amongst employees, this can be referred to
as "B2B" communication.

Business-to-Consumer

"Business-to-Consumer," usually abbreviated B2C, is a phrase that has

become attached to electronic business activities that focus on retail
transactions rather than activities conducted between two businesses; the
latter, business-to-business, is called B2B. These uses appeared along with
Internet commerce in the 1990s and have been current since then. The
usage has expanded so that, in the mid-2000s, B2C is also used as a handy
abbreviation in talking about retail trade where electronics is just one

15
component of the transaction and other cases where simply "retail trade"
is meant. Combined forms are also referred to by other catchy phrases
such as "bricks-and-clicks," "click-and-mortar," and "clicks-and-bricks."

Nature of competition

The telecommunications industry is very competitive. Increased

competition could lead to price reductions, declining sales volumes, loss
of market share, higher marketing costs and reduced operating margins.
Significant and potentially larger competitors could enter our markets at
any time. For example, wireless providers currently compete in most of
our rural markets. We expect this competition to continue, and likely
become more intense, in the future. We also compete, or may in the future
compete, with companies that provide other close substitutes for the
traditional telephone services we provide, like cable television, VoIP,
high-speed fiber optic networks or satellite telecommunications services
and with companies that might provide traditional telephone services over
nontraditional network infrastructures, like electric utilities.

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Contribution of Industry is GDP

Mobile economy in India, world's second largest market by subscribers,

will contribute around USD 400 billion to the country's GDP and create
4.1 million jobs by 2020, a report by the global mobile operators industry
body GSMA said today.

Mobile economy will also lead to investments of USD 9 billion in

telecom infrastructure, said the 'Mobile Economy India 2013' report
prepared in collaboration with consulting firm Boston Consulting Group.

"The Indian mobile industry is fast-paced and innovative, but it currently

lacks the regulatory environment to support its ambitions," GSMA
Director General Anne Bouverot said.

The mobile ecosystem generated about 5.3 per cent of GDP for India in
2013, directly supported 730,000 jobs and an additional two million jobs
when points of sale and distributors are included, she added.

According to Bouverot, the report predicts that by 2020, mobiles will

contribute almost USD 400 billion to India's GDP, create 4.1 million
additional jobs and invest USD 9 billion in infrastructure, with USD 34
billion contributed to public funding.

She said, however, that an absence of predictable, long- term policies in

areas like allocation of radio frequencies is acting as a brake on
investment, and the government's target of increased rural coverage would
be supported by a more flexible spectrum policy.

17
This would be feasible particularly with the release of more frequencies in
the bands below 1 GHz and the development of allocation processes that
do not focus solely on maximising short-term spectrum fees, Bouverot
added.

The mobile industry is ready to work closely with the government, as well
as other adjacent industry sectors, to accelerate growth through mobile,
increasing technological innovation in India and enhancing the lives of
the citizens, he added.

18
 Chapter 3

Company Profile

 History

 Product profile

19
 Company Profile

Apple Inc. is an American multinational corporation headquartered in

Cupertino, California, that designs, develops, and sells consumer
electronics, computer software, online services, and personal computers.
Its best-known hardware products are the Mac line of computers, the iPod
media player, the iPhone smartphone, and the iPad tablet computer. Its
online services include iCloud, the iTunes Store, and the App Store.
Apple's consumer software includes the OS X and iOS operating systems,
the iTunes media browser, the Safari web browser, and the iLife and
iWork creativity and productivity suites.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on
April 1, 1976, to develop and sell personal computers. It was incorporated
as Apple Computer, Inc. on January 3, 1977, and was renamed as Apple
Inc. on January 9, 2007, to reflect its shifted focus towards consumer
electronics.

Apple is the world's second-largest information technology company by

revenue after Samsung Electronics, and the world's third-largest mobile
phone maker. On November 25, 2014, in addition to being the largest
publicly traded corporation in the world by market capitalization, Apple
became the first U.S. company to be valued at over $700 billion. As of
2014, Apple employs 72,800 permanent full-time employees, maintains

20
437 retail stores in fifteen countries, and operates the online Apple Store
and iTunes Store, the latter of which is the world's largest music retailer.

Apple's worldwide annual revenue in 2014 totaled US$182 billion. Apple

enjoys a high level of brand loyalty and, according to the 2014 edition of
the Interbrand Best Global Brands report, is the world's most valuable
brand with a valuation of $118.9 billion. By the end of 2014, the
corporation continued to manage significant criticism regarding the labor
practices of its contractors, as well as for its environmental and business
practices, including the origins of source materials.

Economic Impact
Apple has created entirely new products and entirely new
industries, by focusing on innovation. Apple Innovations as a result have
created or supported more than 500,000 jobs for U.S. workers (Apple).
With the different products that Apple has available to sell, consumers buy
a lot of supplies which brings money into the economy. Apple products
are the first things someone can name as being a want. Technology is
something that is always modern, and everyone wants to stay up to date
with. Apple has always comfortably beats its revenue estimates, originally
when the iPhone was unveiled it was universally revered. Apple’s release
of its products can impact US gross domestic product (GDP), Apple’s
shares have risen 50% this year, making Apple the most highly valued
company on the American stock market. In the past 11 years Apple has
launched three products- the iPod, iPhone, and iPad that have created

21
brand new markets, fulfilling desires that consumers did not even know
they had (Carmen Ballagan). Apple has proven that it is possible to earn
high margins with brilliant designs and by offering consumers ways to
access the internet effortlessly wherever they go. Apple shows that, even
in a period of recession, consumers are willing to pay for the must-have
gadgets. Innovation has been widely touted as the key to long term
economic prosperity (Carmen Ballagan). Apple and the U.S. tech industry
have successfully coordinated global value chains to develop and
manufacture their products while focusing their own efforts on design,
marketing, branding, and distribution. Innovative products such as
American technology products are designed and marketed by U.S.
companies; they create valuable jobs for American workers even if the
products are manufactured offshore (InformationWeek). Apple’s
tremendous success with their innovative products in recent years has
driven growth in U.S. employment.

Technology & Industry Trends

Technology will always be an ever growing industry and the
demand for efficient and smart technological advancements has become
more apparent. Everything is changing, consumer products such as
phones and tablets to the way your home computer accesses the Internet.
Dual core and Quad core processors have become the norm in smart
technology; as a result people should expect more powerful devices, smart
devices in our pockets are far more powerful than the desktop computers
people dreamed of in the 1980s, as a result they could soon replace our

22
wallets as well (InformationWeek). Smartphones also bring computing
power in the palm of our hands, (NFC) or Near Field Communications,
which is already part of many smartphones. Imagine tapping your phone
to a receiver at a register, instantly paying for an item without fumbling
for your wallet, or being able to load your transit card onto your phone,
using a simple tap to deduct money for every trip on the train (CNN). All
things you can do now with a smartphone would have seemed like science
fiction only a decade ago.Because of Technology & Industry Trends, it
has also become easier and cheaper to add Internet connectivity over a
mobile network than to build physical telephone lines. Cheap tablets will
bring changes in education, health care, retail, automobiles.

Mission Statement
Apple designs Macs, the best personal computers in the world,
along with OS X, iLife, iWork and professional software. Apple leads the
digital music revolution with its iPods and iTunes online store. Apple has
reinvented the mobile phone with its revolutionary iPhone and App Store,
and is defining the future of mobile media and computing devices with
iPad (Apple).
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.

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Competition
Apple creates computers, phones, tablets, music players, operating
systems, television set- top boxes, lifestyle, productivity software,
professional media software, wireless routers, and also sells movies and
music. Products created by Apple are intuitive and easy to understand and
learn. Apple offers great customer service and in- store service
experiences. Further, Apple stays at least two years ahead of its
competitors, having geniuses in design, software, and retail; Apple has the
cash to invent components, and manufacturing processes (Brian Masi).
Apple’s direct competitors are Google, Samsung, HP, and RIMM.
Apple by forging the modern smartphone layout first and patenting its
screen-centric design, Apple now finds itself in the position of being able
to force competitors to tread warily in their layout of smartphone elements
(Raymond Meyers). Apple has perfected the precision and responsiveness
of screens, the iPhone showed the potential of new screens by increasing
their size, given the screens a hard glass surface that responded to light
finger gestures (The Economist). Majority of other technology companies
have fewer design patents than Apple, design has become an advantage in
consumer choice as weak design patents will have to catch up.
Competitors have fewer design patents because they are less driven by
design, unlike Apple much of the industry has produced predictable
standard computer boxes, laptops, and phones and make a minimal
investment in design (TechPinions). Apple ignored the competition and
remained convinced that the original iPhone’s 3.5 inch screen was
sufficient and stuck with it, however when Apple finally embrace a larger

24
screen size with the iPhone 5, it did not follow directly in its competitors’
footsteps, rather it implemented the new phone’s larger screen in a way
that clung to the original iPhone’s design goal of being usable with one
hand. When Apple unveiled the iPad, competitors released knockoff
tablets with different screen sizes. Apple responded to the iPad’s
competitors by releasing the iPad mini which is $329, while the Kindle
Fire costs $159 and the Google Nexus 7 starts at $199.

Product and Positioning

Apple is a computer company that specializes in the production of
personal computers and computer accessories. Apple has produced many
different types of products and is primarily known for the advancement of
multimedia personal computers. Most people that are involved with video,
music, pictures, and sound use Apple computers for their projects because
of the quality of the equipment that Apple uses. "The Group's principal
activities are to design, manufacture and market personal computers and
related software, peripherals and personal computing and communicating
solutions" (Winthrop Corporation, 2006). Apple has many different
products other than the personal computer.
It is widely recognized that Apple is a premium brand that demands
and earns a price premium. This price premium spans the entire Apple
product lineup encompassing the Macintosh, iPod, iPhone, software, and
accessories. Apple's positioning is aligned with targeting a less price
sensitive customer. As a result, Apple's culture and internal activities are
structured to meet the needs of these customers; strategists call this needs-

25
based positioning. Apple has created a culture and a set of activities to
differentiate itself from rivals in order to meet the needs of their target
customers.
If Apple were to attempt to compete for all customer segments, it
would have to lower product prices. The danger with such an approach is
that it would not only undermine and erode the company's premium brand
image but it would also undermine the company's culture and internal
activities. So what has Apple done in recent history to the Macintosh
product line to demonstrate this premium positioning? Each new Mac
revision has either maintained or been subjected to modest price increase
while Apple has simultaneously improved product features. A few
examples include the introduction of the unibody MacBook and MacBook
Pro, larger displays on the iMac, and the replacement of the $499 Mac
mini with a higher priced model. The motive is clear; protect the brand
position via a tradeoff. The criticism to reduce prices has been ignored by
Apple. Why hasn't Apple lowered Mac prices? In strategic terms, Apple
has conducted a trade-off. Continue to appeal to customers that have a
willingness to pay (WTP) instead of appealing to a wide range of
customer segments that have varying price sensitivities. A larger
customer base would not only undermine the company's strategic position
but it would also be misaligned with the company's internal activities. At
a basic level of analysis, a price reduction will set a precedent that will not
be easily reversed. More damaging however is the potential for brand
erosion and customer confusion about the brand.

26
 Apple's positioning, brand image, and loyal following have created
an entry barrier that PC vendors must cross in order to enter the premium
computer market, a market that the Macintosh has exploited for years.
Customer loyalty, advertising, lower price sensitivity of target customers
(relatively inelastic demand), sunk costs, patents and innovation speak to
this point. Apple products appeal to buyers who are not price conscience
and therefore, price elasticity is not a major concern.

Pricing
The different types of pricing strategies Apple uses is that they set
their products and offers different price ranges for each product based on
the amount of storage (gigabytes) the product offers. Apple’s strategic
pricing of their products has helped the company succeed, because
whenever a new Apple product comes out, many customers are already
waiting in a never ending line to buy this hot new product. After a quarter
or so, Apple lowers the price of the product for example, when the
original iPhone was released one quarter later, “Apple cut the retail price
by $200 each (gave $100 rebate coupon to all of the earlier buyers”
(Seeking Alpha).
David Bui CEO and Founder of Saleschase.com said “The most
potent weapon in Apple’s pricing strategy is differentiation.
Differentiation is what allows Apple to price its products at a premium
and compel customers to compare Apple products with other Apple
products, rather than with lower-priced products from other reputed
marketers. Apple products look, feel and seem very different from

27
competitors’ products” (Saleschase.com). This shows that Apple is a
stronger competitor in comparison with some of the other technological
companies who are companies out there.
The similarities of the iPod, iPhone, iPad, iPod Touch, iMac, is that
for each product one can purchase a product with the capacity varying
from as little as 2G, to as much as 64GB from all of the different models
and products Apple offers. In fact, they all have versions that you can
purchase with more capacity capability. It is interesting because people
want to pay that extra money to get the best features on their product,
whereas the oldest versions would just be less extravagant and less “cool”
than the hottest version out.
Recently Apple released the iPhone 5 that everyone has been raving
about. The price that is set based on the capacity of the phones is 16GB
for $199, 32GB for $299, and 64GB for $399 (Apple). Due to the iPhone
5, Apple lowered the prices for both the iPhone 4S and the iPhone 4
models. Both phones are significantly lower priced than when they have
first come out, the iPhone 4S now stands at $99 for the 16GB, and the
iPhone 4 is now free for the 8GB (Apple). Based on Apple’s quality of
their products and exemplary customer service it is easy to say that they
are pricing their products at reasonable prices, because of their well-
known products all over the world, Apple’s profit margin does not cease
to continue to rise each year. The extent of Apple’s products is that an
average person would be able to purchase at least one of their products if
not more.

28
Promotion
An average customer would most likely find out about the firm’s
products through friends and just the people around them. Due to high
demand for their products, there is a vast majority of people who own and
prefer their products over companies’ products, therefore this is one of the
ways Apple is able to advertise their products which is through
consumers. As seen in some of Apple’s advertisements in the back of our
packet; since the iPod had come out there have not been a vast amount of
advertising done in the media to promote their products. In all of the
examples that we provided for each of the individual Apple products, their
advertising method always displays simplicity and uniqueness
When it comes to Apple’s Promotions, they offer many different
promotions that allow many people to purchase their products. The
largest promotion is that each year before the school year starts Apple
offers a “Back to school” promotion in which a student or a teacher
decides to purchase an iMac or MacBook (desktop or laptop), they would
get a $100 for applications along with their purchase. They also offer
students and teachers the option of buying an iPad and get $50 for
applications. Apple also has an “Apple Educational Discount” where
throughout the year students and teachers are also able to save up to $200
on a new Mac. A few years ago Apple had the same promotion but
offered students only to give a free iPod Touch when a MacBook laptop
was purchased. But that offer no longer stands.
Some of the other promotions that Apple also offers year round is
for their iPad mini, if it is bought online then customers will be able to get

29
free shipping and receive a free engraving as well. When it comes to
ordering online from Apple they offer free shipping on $50 or more,
which is almost every single product from Apple product, unless someone
were to buy a iPhone case or something small like so. Many “high end”
companies often offer the option of having the product shipped to one’s
house, or buying it online and picking it up in the store, Apple offers this
to their customers.
Apple despite having such a vast amount of products at different
price ranges from as little as $20 iPhone cases, to the iMac for $1,299,
Apple is still able to lower existing products and continue to offer
reasonable prices to their customers based on each version and the
capacity of the product. When it comes to advertising, Apple used to do a
lot of advertising for their iPod’s when they were first introduced.
Recently, Apple has almost been doing no advertising on their products.
But even though almost no advertising is done anymore, the Apple store is
almost always consistently packed on a daily basis. Most of all their
advertising is done through their customers and their well -known
products; Apple’s image is also branded based on their sleek, most trendy
items in the technology world.
When Apple announced that they would finally be coming out with
the long anticipated iPhone 5, just by hosting just one conference to
introduce the iPhone 5, thousands of people lined up to purchase the
iPhone , on the opening day to purchase their new iPhone 5, many people
even pre-ordered their phones. Because Apple products are sold

30
worldwide and Apple is such a well-known brand, it is easy to publicize
their products though their store fronts and their customers only.

Distribution
Apple spends certain resources to expand its stores so that it can get
its prospects undivided attention. Apple’s 372 stores collectively
generated $4.1 billion in revenue. That’s a vast sum, and one that might
lead you to believe that Apple sells most of its gear through its own stores.
But that’s not the case, according to a new study by Consumer
Intelligence Research Partners (CIRP).
Between December of 2011 and August of 2012, CIRP surveyed
1,227 U.S. consumers who purchased an iPhone, iPad, or Mac, and found
that while Apple Stores sold by far the most Macs and iPads during the
period, they didn’t sell nearly as many iPhones as the company’s retail
partners.
In the U.S., Apple’s retail stores, along with the company’s online
storefront, sold 47 percent of the Macs and 40 percent of the iPads
purchased by the survey sample during December 2011 and August 2012.
But they only sold 21 percent of the iPhones. AT&T and Verizon stores
both sold more than Apple, with 28 percent and 26 percent shares of sales,
respectively. And Best Buy and Amazon (via fulfillments) together sold
nearly as many iPads as Apple itself.
Apple has around 250 stores in the U.S., while Best Buy and Best
Buy Mobile total 1,300, and AT&T, Sprint, and Verizon have over 5,000
combined,” CIRP partner Mike Levin told “AllThingsD. Clearly, the

31
Apple stores are much more productive on a per-unit basis, but their
relatively low store count keeps them reliant on the carriers and Best Buy,
not to mention Walmart, Target and others, for the vast majority of their
retail sales
Ultimately, Apple’s retail partners are as critical to the company’s
success as its own stores. Sure, the typical Apple Store might cater to
17,000 visitors per week, but that foot traffic translates to a smaller-than-
expected share of the company’s overall business. As CIRP co-founder
Josh Lowitz told AllThingsD, “Everyone who lives in an Apple Store city
thinks that is where everything happens, but you can’t sell 40 million plus
iPhones in a year through just 250 stores.”

"Apple - (PRODUCT) RED - Help fight AIDS in Africa." Apple.

Apple Inc., 2012. Web. 4 Nov. 2012.
"Apple - iPhone in Business - Integration." Apple. Apple Inc., 2012.
Web. 25 Oct. 2012.

32
 Product Profile

The iPhone 4S (retroactively stylized with a lowercase 's' as iPhone 4s as

of September 2013) is a touchscreen-based smartphone developed,
manufactured, and released by Apple Inc. It is the fifth generation of the
iPhone, succeeding the iPhone 4 and preceding the iPhone 5. Announced
on October 4, 2011 at Apple's Cupertino campus, its media coverage was
accompanied by the death of former Apple CEO.

This iPhone was named "4S" where "S" stood for Siri, an iPhone 4S-
exclusive intelligent personal assistant that was later included in future
generations of mobile Apple products. Retaining the external design of the
iPhone 4, the 4S hosted revised hardware specifications, most notably an
upgrade to the Apple A5 chipset, and an 8-megapixel camera with 1080p
video recording. It debuted with iOS 5, the fifth major version of iOS,
Apple's mobile operating system, that introduced features including
iCloud, iMessage, Notification Center, Reminders, and Twitter
integration.

Reception to the iPhone 4S was generally favorable. Reviewers noted

Siri, the new camera, and processing speeds as significant advantages
over the prior model. It was succeeded by the iPhone 5 as Apple's flagship
phone on September 12, 2012. The iPhone 4S remained in production,
albeit being sold for free and with reduced storage (16/32/64 GB to 8
GB.)

33
Product feature

White

Black

Capacity 8GB

We

 Height: 4.5 inches (115.2 mm)

 Width: 2.31 inches (58.6 mm)

34
  Depth: 0.37 inch (9.3 mm)

 Weight: 4.9 ounces (140 grams)

A5 chip

 World phone

 UMTS/HSDPA/HSUPA (850, 900, 1900, 2100 MHz); GSM/EDGE (850, 900, 1800, 1900
MHz); CDMA EV-DO Rev. A (800, 1900 MHz)3

 802.11b/g/n Wi-Fi (802.11n 2.4GHz only)

 Bluetooth 4.0 wireless technology

 Assisted GPS and GLONASS

 Digital compass

 Wi-Fi

 Cellular

 Retina display

 3.5-inch (diagonal) widescreen Multi-Touch display

 960-by-640-pixel resolution at 326 ppi

 800:1 contrast ratio (typical)

 500 cd/m2 max brightness (typical)

 Fingerprint-resistant oleophobic coating on front and back

 Support for display of multiple languages and characters simultaneously

 8 megapixels

35
 ƒ/2.4 aperture

 LED flash

 Backside illumination sensor

 Five-element lens

 Hybrid IR filter

 Autofocus

 Tap to focus

 Face detection

 Panorama

 Photo geotagging

 1080p HD video recording

 30 fps

 LED light

 Video stabilization

 Tap to focus

 Face detection

 Video geotagging

 VGA-resolution photos

 VGA-resolution video recording

FaceTime

 iPhone 4s to any FaceTime-enabled device over Wi-Fi or cellular

 Initiate video calls over HSPA, 3G, and 2G

36
  HVGA-resolution (480 by 320) calls over Wi-Fi

 FaceTime

 iPhone 4s to any FaceTime-enabled device over Wi-Fi or cellular

 Frequency response: 20Hz to 20,000Hz

 Audio formats supported: AAC (8 to 320 Kbps), Protected AAC (from iTunes Store), HE-
AAC, MP3 (8 to 320 Kbps), MP3 VBR, Audible (formats 2, 3, 4, Audible Enhanced Audio,
AAX, and AAX+), Apple Lossless, AIFF, and WAV

 User-configurable maximum volume limit

 AirPlay mirroring to Apple TV support at 720p

 AirPlay video streaming to Apple TV (3rd generation) at up to 1080p and Apple TV (2nd
generation) at up to 720p

 Video mirroring and video out support: Up to 1080p with Apple Digital AV Adapter or Apple
VGA Adapter (adapters sold separately)

 Video out support at 576p and 480p with Apple Component AV Cable; 576i and 480i with
Apple Composite AV Cable (cables sold separately)

 Video formats supported: H.264 video up to 1080p, 30 frames per second, High Profile level
4.1 with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file
formats; MPEG-4 video up to 2.5 Mbps, 640 by 480 pixels, 30 frames per second, Simple
Profile with AAC-LC audio up to 160 Kbps per channel, 48kHz, stereo audio in .m4v, .mp4,
and .mov file formats; Motion JPEG (M-JPEG) up to 35 Mbps, 1280 by 720 pixels, 30 frames
per second, audio in ulaw, PCM stereo audio in .avi file format

External buttons and controls

 On/off
Sleep/wake

 Ring/silent

 Volume up/down

 Home

37
Connectors and input/output

 30-pin dock connector

 Microphone

 Built-in speaker

 3.5-mm stereo
headphone minijack

 Built-in rechargeable lithium-ion battery

 Charging via USB to computer system or power adapter

 Talk time: Up to 8 hours on 3G

 Standby time: Up to 200 hours

 Internet use: Up to 6 hours on 3G, up to 9 hours on Wi-Fi

38
  Video playback: Up to 10 hours

 Audio playback: Up to 40 hours

 Three-axis gyro

 Accelerometer

 Proximity sensor

 Ambient light sensor

iOS 8

With amazing new capabilities and updates to features you use every day, iOS 8 is the biggest iOS
release ever. Learn more about iOS 8

iOS 8 includes

 AirDrop

 AirPlay

 CarPlay

 Control Center

 Family Sharing

 iCloud Drive

 Multitasking

 Notification Center

 QuickType keyboard

39
 Camera

 Photos

 Music

 Safari

 Maps

 Phone

 FaceTime

 Messages

 Mail

40
 Game Center

 Passbook

 iTunes Store

 App Store

 Contacts

 Calendar

 Reminders

 Notes

 Voice Memos

41
 Clock

 Videos

 Weather

 Stocks

 Calculator

 Newsstand

 iBooks

 Compass

42
 iPhoto

 iMovie

 GarageBand

 Pages

 Numbers

 Keynote

 iTunes U

 Podcasts

 Find My
iPhone

43
 Find My
Friends

 Apple Store

Remote

 Apple Earphones with Remote and Mic

Frequency response: 20Hz to 20,000Hz

Micro-SIM

30-pin

Viewable document types

.jpg, .tiff, .gif (images); .doc and .docx (Microsoft Word); .htm and .html (web pages); .key
(Keynote); .numbers (Numbers); .pages (Pages); .pdf (Preview and Adobe Acrobat); .ppt and .pptx
(Microsoft PowerPoint); .txt (text); .rtf (rich text format); .vcf (contact information); .xls and .xlsx
(Microsoft Excel); .zip; .ics

 Apple ID (required for some features)

44
  Internet access7

 Syncing with iTunes on a Mac or PC requires:

o Mac: OS X v10.6.8 or later

o PC: Windows 8; Windows 7; Windows Vista; or Windows XP Home or Professional

with Service Pack 3 or later

 Operating temperature: 32° to 95° F (0° to 35° C)

 Nonoperating temperature: -4° to 113° F (-20° to 45° C)

 Relative humidity: 5% to 95% noncondensing

Operating altitude: tested up to 10,000 feet (3000 m)

Documentation

Apple takes a complete product life cycle approach to determining our environmental impact.

iPhone 4s embodies Apple’s continuing environmental progress. It is designed with the following
features to reduce environmental impact:

 Mercury-free LED-backlit display

 Arsenic-free display glass

 Brominated flame retardant-free

 PVC-free
[an error occurred while processing this directive]
 Recyclable aluminum enclosure

 Power adapter outperforms strictest global energy efficiency standards

Apple and the Environment

Learn more about Apple’s dedication to reducing the environmental impact of our products and process.
Apple Product Environmental Reports detail the environmental attributes of our products.

Recycling

45
Apple takes a holistic view of materials management and waste minimization. Learn more about how to
recycle your iPhone.

Apple iPhone 4S detailed specifications

General
Release date October 2011
Form factor Touch screen
Dimensions (mm) 115.20 x 58.66 x 9.30
Weight (g) 140.00
Battery capacity (mAh) 1430
Removable battery No
Colours Black, White
SAR value NA

Display
Screen size (inches) 3.50
Touchscreen Yes
Resolution 640x960 pixels
Pixels per inch (PPI) 326

Hardware
Processor 800MHz dual-core
RAM 512MB
Internal storage 16GB

Camera
Rear camera 8-megapixel

Flash Yes
Front camera 0.3-megapixel

Software
Operating System iOS 6.1.3

46
Java support No
Browser HTML
Browser supports Flash No

Connectivity
Wi-Fi Yes
Wi-Fi standards supported NA
GPS Yes
Bluetooth Yes, v 4.00
NFC No
Infrared No
DLNA No
Wi-Fi Direct No
MHL Out No
HDMI No
Headphones No
FM No
USB Yes
Charging via Micro-USB Yes
Proprietary charging connector Yes
Proprietary data connector Yes
SIM Type Micro-SIM
GSM/ CDMA GSM
3G Yes

Sensors
Compass/ Magnetometer Yes
Proximity sensor Yes
Accelerometer Yes
Ambient light sensor Yes
Gyroscope Yes
Barometer No
Temperature sensor No

47
Apple iPhone 4S (Black) 64GB Description
The iPhone 4S is the much anticipated successor to the iconic iPhone 4. It builds up on
it’s predecessor’s legacy with a dual core CPU, better RAM, a more polished OS with
new features and a slight yet hard-to-notice tweak in design. The iPhone 4S sits rightly
at the top of Apple’s smartphone throne.

One of the key elements that are highlighted by the company for its new device is the
addition of Siri, a personal digital assistant that can take commands and execute tasks
for you on the go while connected to the internet. The service essentially creates an
artificial intelligence that gets increasingly tailored to your specific needs and can
understand routine conversation.

Apple iPhone 4S (Black)64GB

48
 DEALERS PROFILE

Introduction
Film centre providers the mobile shop are in Shivamogga. This provides
on efficient services to the consumer. It was situated in the BH Road,
Shivamogga. It is capturing a good name after its establishment.
Mr. Adishesh .K is the proprietor of Film centre, Services providers the
mobile shop and he is an authorized dealer.

Film centre is the mobile shop starts its operation in cellular service to
consumers in November 1981 and investment of Rs. 1 lakhs. It has
registered every year it pays tax of the government.
The following are the main functions,
 Selling of all types mobile phones.
 Selling of recharging cards.
 Supply of SIM cards.

Film centre is the leading the mobile retail store of Shimoga the heart of
Shimoga city. We are into this business for last 25 years. The Film centre
is a one stop mobile solution store that provides, multi brand handsets,
accessories, and repairs etc all under one roof.

49
Film centre caters to the consumer‘s choice of the widest and most
comprehensive range of mobile phones with special offers from all the
key brands available across the globe.

All major handset brands like Nokia, Sony, LG, Samsung, HTC, Karbonn,
Apple, Micromax and Blackberry are available at the store.
Are you looking for best mobile phones and latest cell phones at cheapest
rate? Then your search ends here, we have wide range of Mobile phones
for sale and that too at the most competitve rates in the whole market . We
offer you the latest and new mobile handsets or cheap cellular phones at
low prices second to none. Navigate through site and get the mobile
handsets you are looking for .So stay connected and enjoy your mobile
shopping with us.

With so many cell phone makers out there offering mobile phones that
work with different networks, and different features - how do you know
which one is right for you? Well unless you have hours upon hours to
research the best mobile phone models and how they operate on each
network, or even if they operate on a network - then you are stuck out in
the cold. Our experienced and expert technical staff will assist you to
choose the best among the vast numbers of options available in the
market. We offer you the best handset to you which suits your
requriement and also fits into our budget.

50
 CHAPTER-5

ANALYSIS AND INTERPRETATION OF DATA

51
 ANALYSIS AND INTERPRETATION OF DATA

This chapter is aimed at establishing user profile on various factors.

It is necessary to develop a respondent’s profile, in order to understand
consumer behavior to find out what factors introduce them to buy the
product. It is also necessary to establish the design preferred by them and
their price expectation in order to make necessary modifications before
introducing the product under consideration. The consumer or the
respondents profile has been developed according to usage, age, monthly
income and occupation. The data collected is based on these factors were
tabulated, analyzed and interested in this study of consumer behavior
towards Apple iPhone 4s.

52
 Table-1
Age wise classification of respondents
Age group No. of respondents Percentage
Below 20years 07 14
20-25years 19 38
25-30 years 06 12
30-35 years 04 08
above 35years 09 18
Total 50 100
Source: Survey analysis in Shivamogga
Analysis: It is evident from the above table that 38% of the respondents
i.e. 19 members are in the age group of 20-25 years, which consists of
students, executives. 18% of respondents are sales representative and
professional in the age group of above 35 years. They are the main users
of Apple iPhone 4s.
Graph shows age wise classification of respondents

53
 Table-2
Occupation wise classification of respondents
Occupations No. of respondents Percentage
Students 22 44
Govt. Employee 05 10
Pvt. Employee 01 2
Business man 16 32
others 06 12
Total 50 100
Source: Survey analysis in Shivamogga
Analysis: The above table reveals that the majority of respondents are
Government employee 10% and followed by businessmen 32%, students
44% and others 12%.
From the above table it is clear that the majority of mobile users are
businessmen followed by employees.
Graph shows Occupation wise classification of respondents

54
 Table-3
Income-wise classification of respondents

Income (per annum) No. of respondents Percentage

Less than 50000 23 46
50000-100000 20 40
100000-150000 07 14
Above 150000 0 00
Total 50 100
Source: Survey analysis in Shivamogga

Analysis: From the above table Company can come to conclusion that
though members belong to less than 50000 income, No of respondents is
23 ie 46% and 50000-100000 respondent is 20 i.e. 40%.

They use mobile phones because of their necessity. So the

companies can reduce the prices and make more number of consumers
from this group to use their products.

Graph shows income wise classification of respondents

Above 150000
100000-150000 0%
14%

Less than 50000

46%

50000-100000
40%

55
 Table-4
The level of Consumer Satisfaction
Factors No of respondents Percentage
Easy to operate 22 44
Good performance 20 40
Better clarity 4 8
Others 4 8
Total 50 100
Source: Survey analysis in Shivamogga

Analysis: From the above table it is clear that level of consumer satisfy
with Samsung mobiles factors that contains good performance are having
22 of respondents i.e. 44% and Good performance i.e. 20 respondent of
40%.
Than Better clarity, others factors is also satisfying consumer needs

Graph shows the level of consumer satisfaction towards

56
 Table-5
Classification of respondents based on brand wise

Brands No. of respondents Percentage

Apple iPhone 25 50
Nokia 05 10
LG 04 08
Sony Ericsson 16 32
Total 50 100
Source: Survey analysis in Shivamogga
Analysis: From the above table It is clear that majority of the mobile
phone users prefer Samsung (50%) of the number of facilities provided in
the handsets and majority were buying Apple iPhone 4s.
Because of price factor, display, design, music edition, camera
status. which is satisfies consumers desires.

Graph shows classification of respondents based on brand wise

57
 Table-6
Table factors influencing respondents in buying a particular brand

Factors No. of respondents Percentage

Price 9 18
Size 1 2
Battery life 32 64
Display 7 14
Design 1 2
Others 6 12
Total 50 100
Source: Survey analysis in Shivamogga
Analysis: In the above table each respondent has ticked for more than
particular brand for battery life i.e. 32 respondents of 64%. for price i.e 9
respondents of 18%. and also for display i.e.7 respondents of 14 %
So this table shows the attitude of Samsung.

Graph shows factors influencing respondents in buying a particular

brand

35
32

30

25

20

15

10 9
7
6
5

1 1
0
Price Size Battery life Display Design Others

58
 Table-7
Table classification of respondents on the basis of advertisements

Brands No. of respondents Percentage

Apple iPhone 4s 34 68
Nokia 4 08
LG 2 04
Others 10 20
Total 50 100
Source: Survey analysis in Shivamogga
Analysis: From the above table 68% respondents i.e 34 members. All had
remembered the advertisement of Samsung.

Figure classification of respondents on the basis of advertisements

59
 Table-8
Classification of respondents on the basis of source information with
regard to the advertisements
Media No. of respondents Percentage
Newspaper 09 18
Magazine 10 20
Television 28 56
Friend and Relatives 03 06
Total 50 100
Source: Survey analysis in Shivamogga
Analysis: From the above table it is clear that television i.e. respondent
of 28 of 56% and magazine having 10 respondents of 20%. Which play
an important role in reaching the consumers. Although, Newspaper 9
members of 18%, friends and relatives are 6% good response in the field
of advertisement.
Graph shows classification of respondents on the basis of source
information with regard to the advertisements

60
 Table-9
Classification of respondents from whom Apple iPhone 4s phones
purchased

Marketers No. of respondents Percentage

Authorized dealer 40 80
Samsung showroom 02 04
Online shopping 07 14
Other 01 02
Total 50 100
Source: Survey analysis in Shivamogga

Analysis: In this table Company can see that many of the respondents
buying a mobile from an authorized dealers i.e. 80%. Secondly, from
online shopping 14%. Even from the other marketers who will give the
better suggestions and good information about the Samsung mobile.

Graph shows classification of respondents from whom Apple iPhone

4s phones purchased

61
 Table-10
Classifications of respondents based on buying criteria of the Apple
iPhone 4s phones

Criteria No. of respondents Percentage

Guarantee 32 64
Availability 06 12
After sale service 07 14
Price 05 10
Others 0 0
Total 50 100
Source: Survey analysis in Shivamogga
Analysis: Here, Company can see that people have given more
importance to the guarantee, i.e. 32 respondents of 64% then after sale
service having of 7 respondents of 14%. Which is of more importance too.
Availability, where the people trust for it, then looks for the price of the
Samsung android phones for the particular brand.

Figure classifications of respondents based on buying criteria of the

Apple iPhone 4s phones

Price Others
10% 0%

After sale service

14%

Availability
12% Guarantee
64%

62
 Table-11
Classification of respondents on which service providers it is
networked
Service providers No. of respondents Percentage
Idea 07 14
Tata Docomo 10 20
Airtel 13 26
Vodafone 05 10
BSNL 15 30
Total 50 100
Source: Survey analysis in Shivamogga
Analysis: This table gives the information about the number of
respondents who are having Samsung android phones, which are
connected with the respective service providers. Here, majority of them
are BSNL i.e 15 respondents of 30% and Airtel which have the 13
respondents of 26%.
Which has very good coverage. And also the Docomo, Idea is also
good network coverage of the cities in Karnataka.
Graph shows classification of respondents on which service providers
it is networked

63
SUMMERY OF OBSERVATION

From the survey, Company came to know that Apple iPhone 4s is good
and standard product and used by all section of people. However, there
are people who use other brands of Apple iPhone 4s liked Sony Ericsson,
Motorola, LG, Nokia etc. to increase the market share of Samsung co .
They should play an important role of course, there is no question of
improving the quality of product because the product is very good. But
most of the respondents suggest that the price is costly and it should be
little bit low.

64
 Chapter-5
SUGGESTIONS AND CONCLUSION

65
 SUGGESTIONS AND CONCLUSION

Suggestions
 TV advertisements can be renewed explaining the product feature and
aggressive marketing will help the company.
 Awareness of the product is less among the people. So, the company
may take several steps to create such awareness regarding its values
to the customers. The company can adopt new strategies and policies
to overcome the competition
 Advertisement is a powerful element of spreading information. People
with less purchasing power cannot afford to buy a product though the
advertisement creates a strong desire to purchase the product.
Advertising stress quality and price rarely. This forms an indirect
guarantee to the consumers of the quality and price.
 A price of the Apple iPhone 4s and service providers is very high and
it is difficult to purchase the Apple iPhone 4s for middle-income group
people. So, the company should reduce the prices of cell phone and
service providers as much as possible.
 In Shivamogga, there is a better service centers are provided. which
has named as Samsung his makes helpful to consumers who were
having the Samsung android mobiles. The Samsung service center is
good and helpful for consumers. But the consumers having some
problem upon the Samsung center that is of servicing which is not
guaranteed and not properly having in time. Hence, the company
should concentrate on those factors, which makes good for consumers

66
 and improve in good service and makes the care centers in large
number.
 The research by medical science has revealed that Apple iPhone 4s are
the causes of many health problems such as Skin diseases and cancer.
Therefore steps should be taken to solve these types of problems.
 Cell phone makes it easy to communicate people all over the world.
Technology makes it possible to choose when and where we want to
be. It is now possible to work anywhere, reach anyone from your home
by simply pressing phone button.
 The effect of mobile phone radiation on human health is the subject of
recent interest and study, as a result of the enormous increase in mobile
phone usage throughout the world. Mobile phones use electromagnetic
radiation in the microwave range. Other digital wireless systems, such
as data communication networks, produce similar radiation.
 In 2011, International Agency for Research on Cancer (IARC)
classified mobile phone radiation as Group 2B - possibly carcinogenic.
That means that there "could be some risk" of carcinogenicity, so
additional research into the long-term, heavy use of mobile phones
needs to be conducted. The WHO added that "to date, no adverse
health effects have been established as being caused by mobile phone
use." Some national radiation advisory authorities have recommended
measures to minimize exposure to their citizens as a precautionary
approach.

67
Conclusion

The customer market is the final market for which economic

markets have to be understood before marketing plan of the products are
planned. Most of the time, it is the psychological factors, which
influences the consumer to purchase a product. With the hope of fulfilling
all the desired goals. The customer’s personal factors, perceptions and
attitudes are not controllable by the market but later can influence the
consumer indirectly. From the study conducted on various groups of
people, certain trends can be observed which will help to obtain the
objectives set in the beginning. Though particular piece of results may not
make much sense in itself. If it put together, the results show some
discerning features of the Apple iPhone 4s market.
The customer’s survey shows that a good number of customers in
the market segment are professionals/executives and businessmen. This
category has an overall demand for Apple iPhone 4s. As for as the age
profile is concerned the 20-25 and 25-30 age group constitutes the
prominent group. The role of the professionals and businessmen in this
market are discernible. Apple iPhone 4s usage is increasing day-by-day.
The number of units sold during these years has increase tremendously.
Therefore, packages and the cost of the Samsung Note 3 being reduced
may lead to usage tenfold to the present over the coming years.

68
 QUESTIONNAIRE
Dear Sir/Madam,
I am studying in final year MBA in Sahyadri Arts and Commerce College,
Shivamogga. For the partial fulfillment of the BBM Degree, I have
undertaken a project work on A study on “The Consumer Attitude
Towards Apple iPhone 4s :With Special Reference to Film Centre,
Shivamogga”
Kindly spare some of your valuable time to fill up the following
questionnaire. This will help me to complete my work successfully. The
information given by you will be used for academic purpose only.

Thanking you
Yours faithfully

1. Name:

2. Address:………………………….

.........................................

3. Occupation:

Govt. Employee []

Private Employee []

Businessman []

Student []

Mention if any...........................................

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4. Qualification: _______________

5. Sex

Male []

Female [ ]

6. Age :

Less than 20 years []

20-30 years []

30-40 years []

Above 40 years []

7. Do you own a cell phone?

Yes []

No []

8. If yes, which one?

Apple iphone 4s []

Samsung []

Nokia []

Sony Ericsson []

Motorola []

Other _________

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9. If you are using Apple iPhone 4s phone , Why? If No skip to question
No. 18

Easy to operate [ ] Good performance [ ]

Better clarity [ ] Brand [ ]

If other reasons please specify ........................................ ...

10.Which factors influenced in buying this Apple iPhone 4s phone ?

Price [ ] Size [ ] Battery life [ ]

Music [ ] Design [ ] Camera [ ] Other _______

11.Which cellular phone advertisement do you remember?

Samsung [ ] Nokia [ ] Apple iphone 4s[ ]

Motorola [ ] Sony Ericsson [ ] Other _________

12.Identify the source of information with regard to Apple iPhone 4s

phone ?

Newspaper [ ] Magazine [ ]

Television [ ] Internet [ ]

Friend and Relatives [ ]

13.Where did you purchase your Apple iPhone 4s phone ?

Authorized dealer [ ] Showroom [ ]

Online shopping [ ] Other ______________

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14.What is your opinion about services providing by Apple iPhone 4s
phone ?

Highly satisfied [ ]

Satisfied [ ]

Neutral [ ]

Dissatisfied [ ]

Highly dissatisfied [ ]

15.Would you have find any default in Apple iPhone 4s phone ?

Battery [ ] Network IC [ ]

None of them [ ] Other ____________

16.Are you satisfied with upon Apple IOS

Yes [ ] No [ ]

17.What do you feel about the price of the Apple iPhone 4s phone?

Highly satisfied[ ]

Satisfied [ ]

Average [ ]

Dissatisfied [ ]

Highly dissatisfied [ ]

18.Reason for not using Apple iphone

High price []

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 Difficult to operate []

Lack of availability []

Any other please specify __________________

19.Your opinion towards Apple iPhone 4s phone give suggestion.

_____________________________________________________

Thanking You

Place: Signature
Date:

73
 BIBLIOGRAPHY

BOOKS
 G. C. Beri, Marketing Research, Himalaya Publishing, 2003, P 34, 56

 Philip Kotler, Marketing Management, Himalaya Publishing, 2005, P 60-

78

 Kothari C. R. ‘Research Methodology’ , New Age International Limited,

Fifth Edition (2005)
 Saxena Rajan, Marketing Management, Tata Mcgraw, New Delhi, 2006

INTERNET:
 http://www.fonearena.com/blog/81395/samsung-galaxy-note-3-vs-moto-
x-hands-on-comparison.html
 http://www.spiderorbit.com/samsung-galaxy-note-2-specs-vs-samsung-
galaxy-note-3-specs-comparison/
 http://en.wikipedia.org/wiki/File:Samsung_Galaxy_Note_3_Logo.png
 www.samsungindia.com
 www.google.co.in

Magazine
 Times of India
 Economic times
 India Today
 Business world

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