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MIHIR.K.MODI
17BBA032
MRS.NITHYA
CERTIFICATE
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
LIST OF CHARTS
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CONTENTS
CHAPTERS DESCRIPTIONS
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LIST OF TABLE
LIST OF CHARTS
1 INTRODUCTION
2 REVIEW OF LITERATURE
3 RESEARCH METHODOLOGY
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.
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.
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.
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.
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.
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.
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.
RESEARCH DESIGN
DESCRIPTIVE RESEARCH:
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.
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.
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.
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
Grand total
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%
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%
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
2 Flexibility 44 30.1%
3 Security 55 37.7%
5 No Lags 1 0.7%
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.