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“A STUDY ON CUSTOMER SATISFACTION TOWARDS IPHONE

PRODUCTS IN COIMBATORE CITY”

MAJOR PROJECT 2018-2019

Work done by

MIHIR.K.MODI

17BBA032

Under the co-ordination of

MRS.NITHYA

A Report submitted in partial fulfillment of the requirements

For the award of the degree of

Bachelor of Business Administration

PSG COLLEGE OF ARTS & SCIENCE

An Autonomous College Affiliated to Bharathiar University

Accredited with A Grade by NAAC (3RD CYCLE)

College with Potential for Excellence (Status awarded by UGC)

Star college Status Awarded by MST-DBT

An ISO 9001:2015 Certified Institution

Civil Aerodrome Post, Coimbatore- 641014.


PSG COLLEGE OF ARTS & SCIENCE

An Autonomous College Affiliated to Bharathiar University

Accredited with A Grade by NAAC (3RD CYCLE)

College with Potential for Excellence (Status awarded by UGC)

Star College Status Awarded by MST-DBT

An ISO 9001:2015 Certified Institution

Civil Aerodrome Post, Coimbatore- 641014.

Department of management sciences

Bachelor of Business Administration

CERTIFICATE

This is to certify that project report entitled “A STUDY ON CUSTOMER SATISFACTION


TOWARDS IPHONE PRODUCTS IN COIMBATORE CITY” is a bonafide record of original
research work done by MIHIR.K.MODI (17BBA032) submitted in the partial fulfillment for
the award of the degree of Bachelor of Business Administration.

Faculty Coordinator Head of the Department

Viva voce held on

Examiners 1. 2.
DECLARATION

I, MR.MIHIR.K.MODI (17BBA032) hereby declare that this Major Project entitled “A STUDY
ON CUSTOMER SATISFACTION TOWARDS APPLE IPHONE IN COIMBATORE CITY” is
an original research work done by me, under the co-ordination of MRS.V.NITHYA during my
period of study 2019-2020.

DATE:

PLACE:

SIGNATURE OF STUDENT
ACKNOWLEDGEMENT

It is great pleasure, deep satisfaction and gratitude that I acknowledge the contributors of the
array of the individual towards the successful completion of the Major project.

At this outlet, I wish to extend my heart-felt sincere thanks to DR.D.BRINDHA M.SC, MPhil,
PhD, Principal, PSG College of Arts & Science and the members of the management for giving
me the opportunity to do this project.

It is a great honor to thank Head of the Department, Ms. UMARANI M, MBA, MPhil,
Bachelor of Business Administration, PSG College of Arts & Science for her encouragement
during the major project.

I would like to place on record the sincere and earnest guidance extended to me, by my faculty
coordinator MRS.V.NITHYA, Bachelor of Business Administration for her guidance and
encouragement provided, which was a great support for the completion of this major project.

MIHIR.K.MODI

17BBA032
LIST OF TABLES

S.NO DESCRIPTIONS PAGE


NO

1. Age group of Respondents


2. Marital status of Respondents
3. Occupation of Respondents
4. Monthly Income of Respondents
5. Educational qualification of Respondents
6. Various Models of iPhone used by Respondents
7. Time period of using Bajaj Pulsar by the Respondents
8. Source of information for the purchase of Pulsar motorcycle

9. Level of Influence of Color towards Purchase Decision


10. Level of Influence of Price towards Purchase Decision of
11. Level of Influence of Storage towards Purchase Decision
12. Level of Influence of Security towards Purchase Decision
13. Level of Influence of Display towards Purchase Decision
14. Level of Influence of Design towards Purchase Decision
15. Level of Influence of Camera Quality towards Purchase
Decision
16. Level of Influence of Battery Life towards Purchase
Decision
17. Level of Influence of Brand Image towards Purchase
Decision
18. Price of Apple Products in comparison to other Brands
19. Factors influencing Customers in using Apple Operating
System over other Brands
20. Time Period for getting Phone Serviced
21. Problems faced by Consumers in iPhones.
22. Consumers Perception towards Prices levied by Apple for
After Sales Service
23. Consumers Satisfaction Level towards Apple’s After Sales
Service

LIST OF CHARTS
PAGE
S. NO DESCRIPTIONS
NO

1 Chart showing the age of the respondents

2 Chart showing the occupations of the respondents

3 Chart showing

4 Chart showing t

5 Chart showing the awareness of various series of pulsar


motorcycle

6 Chart showing

CONTENTS
CHAPTERS DESCRIPTIONS
PAGE NO

LIST OF TABLE

LIST OF CHARTS

1 INTRODUCTION

1.1 OBJECTIVES OF THE STUDY

1.2 SCOPE OF THE STUDY

1.3 NEED OF THE STUDY

2 REVIEW OF LITERATURE

3 RESEARCH METHODOLOGY

4 ANALYSIS AND INTERPRETATIONS

5 FINDINGS

6 SUGGESTIONS

7 CONCLUSION

ANNEXURE

BIBLIOGRAPHY
CHAPTER 1

1. INTRODUCTION
About the Company:
Apple Inc. is an American multinational corporation that designs and manufactures consumer
electronics and computer software products. The company's best-known hardware products
include Macintosh computers, the iPod and the iPhone. Apple software includes the Mac OS X
operating system, the iTunes media browser, the iLife suite of multimedia and creativity software,
the iWork suite of productivity software, Final Cut Studio, a suite of professional audio and film-
industry software products, and Logic Studio, a suite of audio tools. The company operates more
than 250 retail stores in nine countries and an online store where hardware and software products
are sold.

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


company was called Apple Computer, Inc. for its first 30 years, but dropped the word "Computer"
on January 9, 2007 to reflect the company's ongoing expansion into the consumer electronics
market in addition to its traditional focus on personal computers. Apple has about 35,000
employees worldwide and had worldwide annual sales of US$32.48 billion in its fiscal year ending
September 29, 2008.For reasons as various as its philosophy of comprehensive aesthetic design to
its distinctive advertising campaigns, Apple has established a unique reputation in the consumer
electronics industry. This includes a customer base that is devoted to the company and its brand,
particularly in the United States.

Apple is vertically integrated, manufacturing the hardware on which they pre-install their
software. During the Mac's early history Apple did not adopt prevailing industry standards for
hardware, creating their own instead. This trend was largely reversed in the late 1990s, beginning
with Apple's adoption of the PCI bus in the 7500/8500/9500 Power Macs. Apple has since
adopted USB, AGP, Hyper Transport, Wi-Fi, and other industry standards in its computers and
was in some cases a leader in the adoption of such standards such as USB. FireWire, an Apple-
originated standard, was widely adopted after it was standardized as IEEE 1394.

Ever since the first Apple Store opened, Apple has sold third party accessories., allowing, for
example, Nikon and Canon to sell their Mac-compatible digital cameras and camcorders inside
the store. Adobe, one of Apple's oldest software partners also sells its Mac-compatible software,
as does Microsoft, who sells Microsoft Office for the Mac.
Apple's first slogan, "Byte into an Apple," was coined in the late 1970s. From 1997–2002, Apple
used the slogan "Think Different" in advertising campaigns. The slogan had a lasting impact on
their image and revived their popularity with the media and customers. Although the slogan has
been retired, it is still closely associated with Apple. Apple also has slogans for specific product
lines —for example, "iThink, therefore iMac," was used in 1998 to promote the iMac, and "Say
hello to iPhone" has been used in iPhone advertisements. "Hello" was also used to introduce the
original Macintosh, iMac ("hello (again)"), and iPod when they were announced by Steve Jobs.

About the Product:


The iPhone is a smartphone made by Apple that combines a computer, iPod, digital camera
and cellular phone into one device with a touchscreen interface. The iPhone runs the iOS operating
system (OS), and as of 2017, there were 2.2 million apps available for it through the Apple App
Store, according to Statista.

Former Apple CEO Steve Jobs introduced the iPhone to the public on January 9, 2007, at the
Macworld 2007 conference in San Francisco. It went on sale June 29 of that year. Apple sold 13
million iPhones in the device's first five quarters on the market. In 2010, the number of iPhones
sold since its debut surpassed 70 million. In 2011, Apple announced it had sold 100 million
iPhones. That same year, Apple eclipsed Nokia as the mobile phone manufacturer with the most
annual revenue.

Various iPhone Models:

i. iPhone 3G and 3GS

ii. iPhone 4 and 4S

iii. iPhone 5 and 5S and 5C

iv. iPhone 6 and 6 Plus

v. iPhone 7 and 7 Plus

vi. iPhone 8 and 8 Plus


vii. iPhone X

viii. iPhone X, XS, XS Max

1.3 ABOUT THE STUDY

Consumer preference is defined as the subjective tastes of individual consumers, measured by


their satisfaction with those items after they’ve purchased them. This satisfaction is often
referred to as utility. Consumer value can be determined by how consumer utility compares
between different items.

Consumer preferences can be measured by their satisfaction with a specific item, compared to
the opportunity cost of that item since whenever you buy one item, you forfeit the opportunity to
buy a competing item. The preferences of individual consumers are not contained within the
field of economics. These preferences are dictated by personal taste, culture, education and many
other factors such as social pressure from friends and neighbors. For example, someone who
prefers to own a specific brand of a smartphone because her friends all have the same brand.

People often prefer some aspects of a product, but not others. When comparing sofas, the color,
fabric and size of the sofas can each have an impact on consumer preference, as well as the
number of extra cushions they have. Not all of these aspects carry the same weight. When
comparing two restaurants, for example, you may prefer the food and the ambiance of one over
the other, but having a rude waiter at one restaurant may cause you to prefer the other restaurant
overall.

While consumer preference is an indicator of consumer demand, it’s important to note that
consumer choices are not always determined by preference alone. Choices are often limited by a
consumer’s income or budget, compared to the cost of the item, which is why so few people
drive luxury cars or fly first-class.

Importance of Consumer Preference:


Because consumer preference determines what products people will buy within their budget,
understanding consumer preference will give you an indication of consumer demand. This
information will help to ensure that you have enough product to meet demand and will help you
determine the price for your product.

As the preference for one product over another increase, one product may outsell the other even
if the price is much higher. However, when the preference is negligible, then price and
availability become the determining factors over which one will sell better.

1.3.1OBJECTIVES OF THE STUDY

i. To study the consumer awareness towards Apple iPhone .


ii. To ascertain the factors influencing the customers to buy the Apple
iPhone.
iii. To analyse the reason for preferring iPhone operating system over other
competitors.
iv. To study the feedback of consumers towards the After Sales Service
provided by Apple.

1.3.2 SCOPE OF THE STUDY

This study is useful for me as I own Bajaj pulsar and can recommend others by
identifying the Customer satisfaction level towards Bajaj Pulsar in Coimbatore and
to identify the customer attitude towards Bajaj Pulsar. I can share this study to
company dealer where I bought my pulsar bike.

Because of this study, the company dealer may also know what the customer is
looking for and also how to satisfy him regarding pulsar bike.

1.3.3 NEED FOR THE STUDY


Bajaj Pulsar has been a renowned brand in India for long time. The pulsar brand has come a
long way since then and in the month of September 2018, Bajaj sold 112,075 units of pulsar in
the indian market and export market. Bajaj pulsar range has quite a long list of features. All the
pulsar models come with front due brakes, alloy wheels, with tubeless tyres, engine kill switch
and more. While many of them feature self-cancelling turn indicators, projector headlamps and
oil coolers. The pulsar range mostly attracts the young enthusiasts who love the long list of
features provided by the brand. The service done by Bajaj is best among all the brands. It is
affordable and economy pricing. The value for money factor is huge in India and the pulsar
brand attracts a lot of youngsters with what it offers with the affordable price tag.

CHAPTER 2

2. REVIEW OF LITERATURE

1. Saritha Srinivas (2011) have studied the consumer buying behavior is influenced by four
major psychological factors motivation. The main aim of this research was to identify the
factors which influencing customers for the purchase of motor vehicles of Sowjanya pvt.
Ltd., Nandyal, Kurnool district.
2. Balasubramani S & Suganthi M & Suresh P (sept 2013) studied on “ An empirical study
on consumer preference towards Hyundai Cars in Salem city” and found from the survey
that majority of respondents prefer finance mode of purchase rather than the cash mode.
3. Duggani Yuvaraju & Prof.S. Durga Rao (2014) examind companies should think about
the millennium as a golden opportunity to gain mind share and heart share. It studied of “
Customer satisfaction towards Honda two-wheelers with reference to Tirupati” that finding
from the survey that 90 percent satisfied with the mileage and performance of the bike.
Also the respondents were aware of this company.
4. Anuj Kumar kanoja (2011) in his article explored the impact of consumer preference on
sales of two-wheeler in urban areas of India. However , the study also showed that urban
and rural regions have different preferences when it comes to selecting the vehicle model.
5. Mrs. Punithava pandian & A. Arunchala Rajan (Jan 2014) study on customer
satisfaction level towards the use of Bajaj bikes with special reference to Tirunelveli town,
TN. And they found from the survey that full satisfaction over the work done by him and
promote their services so effectively in the days to come. The research was done by him
independently with the supervision of his guide.
6. Schiffman Leon and Kamuk Lazare (2000) studied how individuals make decisions to
spend their available resources such as time, effort and money. It includes the study what
they buy it, when they buy it, where they buy it, how often they buy it and how often they
use it. The main purpose of this study is to understand how customers make their purchase
decisions.
7. K. Ravichandran & K. Venkatesh & R. Muruganandham study on customer preference
of Automobile and they found that considering brand and brake system, mileage, comfort,
fuel gauge , speedometer and tank capacity, maintenance cost, and the most important is
that the customer always give importance to mileage.
8. Hemant C R ( 2011) emphasized the need of continuous market research. He suggested
that there is a genuine need of customers sales analysis so as to sustain the market share.
9. Mrs. Beena John and S. Pragadeeswaran (2013) studied on small cars consumer
preference in Pune city. And they found that demographic factors like age, gender,
education, status, and income influence customers indirectly for small car buying
preference. Value consciousness and price quality inference are the important factors
which influence small car buying . Male consumers preffered diesel cars while female
respondents preferred petrol cars.
10. Virupaxi Bagodi and Biswajit Mahanty (2008) suggested in their study entitled creating
successful new products and challenges for Indian industry that success of business in India
will be determined by the marketing strategies targeting the urban middle class. He
highlighted customer satisfaction as a corner stone of sustainable growth in two-wheeler
industry.

CHAPTER 3- RESARCH METHODOLOGY


Research is an original contribution to the existing stock of knowledge
making for its advancement. It is the pursuit of truth with the help of study,
observation, comparison and experiment. In short, the search for knowledge
through objective and systematic method of finding solution to a problem is
research.

A research method refers to the methods the researchers use in performing


research operations. Research Methodology is a way to systematically solve the
research problem. By research methodology not only the research methods are
considered but also the logic behind the methods used in the context of the research
study and explanations are given on why a particular technique is used

RESEARCH DESIGN

The research design that is adopted in this study is Descriptive Research.

DESCRIPTIVE RESEARCH:

To describe the characteristics of the variables in a situation.

METHODS OF DATA COLLECTION

Sources of Data:

Data were collected through both primary and secondary data sources.

Primary Data

A primary data is a data, which is collected afresh and for the first time, and thus
happen to be original in character. The primary data with the help of questionnaire
were collected from various customers.

Secondary Data

Secondary data consist of information that already exists somewhere, have been
collected. Secondary data is collected from company websites, other websites.

TOOLS USED FOR DATA COLLECTION: Questionnaire


SAMPLING DESIGN

Sampling Method:

The sampling technique used is Snowball sampling. The known customers to me of Bajaj pulsar
have referred other customers of pulsar for this study. It is Non-probability sampling technique.

Sample Size:

The sample size for this study is 150 customers of Bajaj pulsar in
Coimbatore city.

Tools used for analysis :

Simple percentage method and chi square method was used.

1. Simple percentage analysis:

The percentage analysis is mainly used to standardize the response of the


respondents. This analysis is carried out for all the questions given in the
questionnaire, mainly to asses, how the respondents are distributed in each category.

Percentage analysis uses percentage to process the data this method is used
as a percentage simply number, reducing them into “0-100” range through
percentage. Percentage = n/N X 100 n = number of respondents assured.

N= Total number of respondents.

2. Chi – Square Test

It is useful to determine the sign can’t relationship between the two variables
The formula is used for chi-square test.
Chi-square = (oij-eij)2

eij

Where oij Observed


frequency eij Expected
frequency

Expected frequency is calculated as follows

Expected value = Row total X column total

Grand total

Degree of freedom = (r-1) X(c-1)

Where,

R - Number of rows

C - Number of columns.

LIMITATIONS:

The study was limited to Coimbatore city and the sample was limited to 150
customers of Bajaj Pulsar. During the survey most of the respondents contacted had
newly purchased the motorcycle thus they could not respond accurately i.e. their
satisfaction level and defects in the motorcycles.
CHAPTER 4 : ANALYSIS AND INTERPRETATION

Table No: 1
Table Heading: Age of Respondents
Age Number Of Respondents Percentage Of Respondents
1 Upto 20 36 24.7%
2 21-30 50 34.3%
3 31-40 25 17.1%
4 Above 40 35 23.9%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 24.7% of the respondents are upto the age of 20, 34.3% of the
respondents are between the age of 21-30, 17.1% of the respondents are between the age of 31-
40 and 23.9% of the respondents are above the age of 40.
Table No: 2
Table Heading: Marital status of Respondents
S.NO Marital status Number Of Respondents Percentage Of Respondents
1 Married 65 44.5%
2 Unmarried 81 55.5%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 44.5% of the respondents are Married and 55.5% of the respondents
are Unmarried.

Table No: 3
Table Heading: Occupation of Respondents
S.NO Occupation Number Of Respondents Percentage Of Respondents
1 Student 54 37%
2 Businessman 37 25.3%
3 Professional 33 22.6%
4 Employee 16 11%

5 Others ( House Wife ) 6 4.1%


Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 37% of the respondents are students, 25.3% of the respondents are
businessman, 22.6% of the respondents are professional and 11% of the respondents come under
the Employees and 4.1% of the Respondents come under the Others Category.
Table No: 4
Table Heading: Monthly income of Respondents
S.NO Monthly income Number Of Respondents Percentage Of
Respondents
1 Below 10,000 43 29.5%
2 10,001-40,000 45 30.8%
3 40,001-60,000 26 17.8%
4 Above 60,000 32 21.9%
Grand Total 146 100%

Source: Primary Data

INTERPRETATION:
The table reveals that 29.5% of the respondent’s income is below 10,000, 30.8% of the
respondent’s income is between 10,001-40,000, 17.8% of the respondents income is between
40,001-60,000, 21.9% of the respondents income is above 60,000.

Table No: 5
Table Heading: Educational qualification of Respondents
S.NO Educational Number Of Respondents Percentage Of
qualification Respondents
1 School Level 19 13%
2 College Level 117 80.1%
3 Uneducated 10 6.8%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 13% of the respondents are under school level, 80.1% of the
respondents are College Level and 6.8% of the respondents are Uneducated.

Table No: 6
Table Heading: Various series of iPhone model used by Respondents
S.NO Model of iPhone Number Of Respondents Percentage Of
Respondents
1 iPhone 6 ( 6 Plus ) 19 13%
2 iPhone 7 ( 7 Plus ) 42 28.8%
3 iPhone 8 ( 8 Plus ) 28 19.2%
4 iPhone X 25 17.1%
5 iPhone XR 19 13%
6. iPhone XS ( XS Max ) 13 8.9%
Grand Total 146 100%
Source: Primary Data

INTERPRETATION:
The table reveals that 13% of the respondents are using iPhone 6 ( 6 Plus ) , 28.8% of the
respondents are using iPhone 7 ( 7 Plus ), 19.2% of the respondents are using iPhone 8 ( 8 Plus ),
17.1% of the respondents are using iPhone X, 13% of the respondents are using iPhone XR and
8.9% of the Respondents are using iPhone XS ( XS Max )

Table No: 7
Table Heading: Time period of using Apple iPhone by the Respondents
S.NO Time period of using Bajaj Number Of Respondents Percentage Of
Pulsar Respondents
1 Less than 6 Months 15 10.3%
2 6 months- 1 year 48 32.9%
3 1-3 years 52 35.6%
4 Above 3 years 31 21.2%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 10.3% of the respondents are using iPhone for less than 6 months,
32.9% of the respondents are using Pulsar between 6 months- 1 years, 35.6% of the respondents
are using Pulsar between 1-3 years, 21.2% of the respondents are using iPhone above 3 years.
Table No: 8
Table Heading: Source of Information for the purchase of Apple iPhone
S.NO. Source of information for Number Of Respondents Percentage Of
purchase of bike Respondents
1 Advertisement 29 19.9%
2 Salesmen 39 26.7%
3 Friends 58 39.7%
4 Magazines 8 5.5%
5 Internet 10 6.8%
6 Previous User 1 0.7%
7 Features 1 0.7%
Grand Total 146 100%

Source: Primary Data


INTERPRETATION:
The table reveals that 19.9% of the respondents got information from the
Advertisement,26.7% of the respondents got information from the Salesmen, 39.7% of the
respondents got information from their Friends, 5.5% of the respondents got information from
the Magazines, 6.8% of the respondents got information from the internet, and 1% of the
respondents got the information from previous user and another 1% from features.
Table No: 9
Table Heading: Level of Influence of Color towards Purchase Decision
S.NO. Influence of Color towards Number Of Respondents Percentage Of
Purchase Decision Respondents
1 Strongly Agree 70 47.9%
2 Agree 36 24.8%
3 Neutral 32 21.9%
4 Disagree 7 4.7%
5 Strongly Disagree 1 0.7%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 47.9% of the respondents strongly agree that color influences their
purchase decision, 24.8% of the respondents agree, while 21.9% of the respondents are neutral,
4.7% of the respondents disagree and 0.7% of the respondents strongly disagree that color
influences their purchase decision.
Table No: 10
Table Heading: Level of Influence of Price towards Purchase Decision
S.NO. Influence of Price towards Number Of Respondents Percentage Of
Purchase Decision Respondents
1 Strongly Agree 41 28.1%
2 Agree 56 38.3%
3 Neutral 39 26.7%
4 Disagree 10 6.8%
5 Strongly Disagree 0 0%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 28.1% of the respondents strongly agree that Price influences their
purchase decision, 38.3% of the respondents agree, while 26.7% of the respondents are neutral,
6.8% of the respondents disagree and 0% of the respondents strongly disagree that Price
influences their purchase decision.
Table No: 11
Table Heading: Level of Influence of Storage towards Purchase Decision
S.NO. Influence of Storage Number Of Respondents Percentage Of
towards Respondents
Purchase Decision
1 Strongly Agree 47 32.1%
2 Agree 62 42.4%
3 Neutral 33 22.8%
4 Disagree 4 2.7%
5 Strongly Disagree 0 0%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 32.1% of the respondents strongly agree that Storage influences their
purchase decision, 42.4% of the respondents agree, while 22.8% of the respondents are neutral,
2.7% of the respondents disagree and 0% of the respondents strongly disagree that Storage
influences their purchase decision.
Table No: 12
Table Heading: Level of Influence of Security towards Purchase Decision
S.NO. Influence of Security Number Of Respondents Percentage Of
towards Respondents
Purchase Decision
1 Strongly Agree 59 40.4%
2 Agree 52 35.6%
3 Neutral 33 22.6%
4 Disagree 2 1.4%
5 Strongly Disagree 0 0%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 40.4% of the respondents strongly agree that Security influences their
purchase decision, 35.6% of the respondents agree, while 22.6% of the respondents are neutral,
1.4% of the respondents disagree and 0% of the respondents strongly disagree that Security
influences their purchase decision.
Table No: 13
Table Heading: Level of Influence of Display towards Purchase Decision
S.NO. Influence of Display Number Of Respondents Percentage Of
towards Respondents
Purchase Decision
1 Strongly Agree 60 41.1%
2 Agree 50 34.2%
3 Neutral 31 21.2%
4 Disagree 2 1.4%
5 Strongly Disagree 3 2.1%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 41.1% of the respondents strongly agree that Display influences their
purchase decision, 34.2% of the respondents agree, while 21.2% of the respondents are neutral,
1.4% of the respondents disagree and 2.1% of the respondents strongly disagree that Display
influences their purchase decision.
Table No: 14
Table Heading: Level of Influence of Design towards Purchase Decision
S.NO. Influence of Design towards Number Of Respondents Percentage Of
Purchase Decision Respondents
1 Strongly Agree 66 45.2%
2 Agree 41 28.1%
3 Neutral 33 22.6%
4 Disagree 5 3.4%
5 Strongly Disagree 1 0.6%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 45.2% of the respondents strongly agree that Design influences their
purchase decision, 28.1% of the respondents agree, while 22.6% of the respondents are neutral,
3.4% of the respondents disagree and 0.6% of the respondents strongly disagree that color
influences their purchase decision.
Table No: 15
Table Heading: Level of Influence of Camera Quality towards Purchase Decision
S.NO. Influence of Camera Number Of Respondents Percentage Of
Quality towards Respondents
Purchase Decision
1 Strongly Agree 69 47.2%
2 Agree 40 27.4%
3 Neutral 29 19.9%
4 Disagree 8 5.5%
5 Strongly Disagree 0 0%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 47.2% of the respondents strongly agree that Camera Quality
influences their purchase decision, 27.4% of the respondents agree, while 19.9% of the
respondents are neutral, 5.5% of the respondents disagree and 0% of the respondents strongly
disagree that Camera Quality influences their purchase decision.
Table No: 16
Table Heading: Level of Influence of Battery Life towards Purchase Decision
S.NO. Influence of Battery Life Number Of Respondents Percentage Of
towards Respondents
Purchase Decision
1 Strongly Agree 45 30.8%
2 Agree 44 30.1%
3 Neutral 38 26.1%
4 Disagree 19 13%
5 Strongly Disagree 0 0%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 30.8% of the respondents strongly agree that Battery Life influences
their purchase decision, 30.1% of the respondents agree, while 26.1% of the respondents are
neutral, 13% of the respondents disagree and 0% of the respondents strongly disagree that
Battery Life influences their purchase decision.
Table No: 17
Table Heading: Level of Influence of Brand Image towards Purchase Decision
S.NO. Influence of Color towards Number Of Respondents Percentage Of
Purchase Decision Respondents
1 Strongly Agree 69 47.2%
2 Agree 41 28.1%
3 Neutral 24 16.4%
4 Disagree 11 7.7%
5 Strongly Disagree 1 0.6%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 47.2% of the respondents strongly agree that Brand Image influences
their purchase decision, 28.1% of the respondents agree, while 16.4% of the respondents are
neutral, 7.7% of the respondents disagree and 0.6% of the respondents strongly disagree that
Brand Image influences their purchase decision.
Table No: 18
Table Heading: Price of Apple Products in comparison to other Brands.

S.NO. Price in Comparison to Number Of Respondents Percentage Of


other Brands Respondents
1 High Premium Price 66 45.2%
2 Medium Premium Price 72 49.3%
3 Low Premium Price 8 5.5%
Grand Total 146 100%

INTERPRETATION:
The Table reveals that 45.2% of the respondents feel that Price of Apple Products is a Higher
Premium Price in comparison to other Brands, 49.3% of the respondents feel that it is Medium
Premium Price and 5.5% of the respondents respond with Lower Premium Price.
Table No: 19
Table Heading: Factors influencing Customers in using Apple Operating System over
other Brands

S.NO Factors Number Of Respondents Percentage Of Respondents

1 Ease of Use 28 19.2%

2 Flexibility 44 30.1%

3 Security 55 37.7%

4 Brand Image 18 12.3%

5 No Lags 1 0.7%

Grand Total 146 100%


Source: Primary Data

INTERPRETATION:
The table reveals that 19.2% of the respondents prefer Apple Operating System for its Ease
of Use, 30.1% of the respondents for Flexibility, 37.7% for its Security, 12.3% for its Brand
Image and 0.7% for No Lags in Apple Operating System.
Table No: 20
Table Heading: Time Period for getting iPhone Serviced
S.NO Time Period Number Of Respondents Percentage Of Respondents

1 Often 18 12.3%
2 Sometimes 87 59.6%
3 Rarely 41 28.1%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 12.3% of the respondents service their iPhones ofte, 59.6% of the
respondents service their iPhone sometimes and 28.1% of the respondents service their iPhones
rarely.
Table No: 21:
Table Heading: Problems Faced by Consumers in iPhones.

S.NO Problems Number Of Percentage of Total


Respondents Respondents

1 Broken Screen 50 34.2%


2 Battery Problems 74 50.7%
3 Phone Freeze (Hang ) 40 27.4%
4 Overheating 26 17.8%

Source: Primary Data


INTERPRETATION:
The table reveals that 34.2% of the total respondents face Broken Screen Problems, 50.7%
of the total respondents face Battery Problems, 27.4% of the total respondents face Phone Freeze
and 17.8% of the Total respondents face Overheating Problems.
Table No: 22
Table Heading: Consumers Perception towards Prices levied by Apple for After Sales
Service

S.NO Prices Number Of Respondents Percentage Of Respondents


1 Extremely High 32 21.9%
2 High 76 52.1%
3 Affordable 37 25.3%
4 Low 1 0.7%
5 Extremely Low 0 0%
6 Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table reveals that 21.9% of the respondents feel that the prices levied by Apple for
After Sales Service is Extremely High, 52.1% of the respondents feel that it is high, 25.3% think
that the Prices for the After Sales Service are affordable and 0.7% feel that the prices are low.
Table No: 23
Table Heading: Consumers Satisfaction Level towards Apple’s After Sales Service

Consumers Satisfaction Number Of Respondents Percentage Of Respondents


1 Extremely Satisfactory 24 16.4%
2 Satisfactory 69 47.3%
3 Average 44 30.1%
4 Poor 7 4.8%
5 Extremely Poor 2 1.4%
Grand Total 146 100%
Source: Primary Data
INTERPRETATION:
The table shows that 16.4% of the respondents find the After Sales Service of Apple Extremely
Satisfactory, 47.3% of the respondents find it Satisfactory, 30.1% find it average, 4.8% of the
respondents find it Poor and 1.4% of the respondents find it Extremely Poor.

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