Report on Consumer’s perception on iphone

  • View
    565

  • Download
    0

Embed Size (px)

Text of Report on Consumer’s perception on iphone

Report on Consumers perception on iphone

Consumers perception on iphone

Submitted by: Abdul Qayoom (09-2647)

Submitted to: Ms. Fouzia Jamil Khan

Submission Date: 20th April 2011

Memo of transmittalMadam Fouzia Jamil Khan Instructor of Psychology Fast National University

Dear Fouzia Jamil Khan: With reference our earlier interaction regarding the selection of the topic for the term of paper for the Psychology we would like to remind you that we were assigned the topic of Consumers perception on iphone for the term ends report. We have done research on the population through questionnaires such as desirable and undesirable. In our report we have make a detailed analysis on the sample that we have taken for this report. It enable us to come on the results that what is the basic perception regarding Apple iphone. In case of any confusion or question feel free to contact us. We shall be more than happy to clarity and help. Yours Respectfully, Name: Abdul Qayoom (09-2647) Asad Mehmood (10-2665) Naresh Kumar (10-2649) Yahya Feroz (09-2667) Danial Munir (08-0071) Shoaib Ahmed (10-2154) Enclosure: Final report

Table Of contentEXECUTIVE SUMMARY ............................................................................................................................ 6 INTRODUCTION ....................................................................................................................................... 7 APPLE I-PHONE.................................................................................................................................... 8 OBJECTIVE ............................................................................................................................................... 9 Need for the study .............................................................................................................................. 9 METHODOLOGY ...................................................................................................................................... 9 Questionnaire ..................................................................................................................................... 9 MEASUREMENT AND SCALING ............................................................................................................... 9 1. 2. 3. Ordinal Scale ............................................................................................................................... 9 Likert Scale .................................................................................................................................. 9 Sampling Plan .............................................................................................................................. 9

ANALYSIS ............................................................................................................................................... 10 Desirable Perception ......................................................................................................................... 10 Undesirable Perception .................................................................................................................... 22 CONCLUSION......................................................................................................................................... 33 LIMITATIONS OF THE STUDY ................................................................................................................. 33 APPENDIX .............................................................................................................................................. 34 QUESTIONAIRE .................................................................................................................................. 35 Bibliography ...................................................................................................................................... 39

EXECUTIVE SUMMARYThe report begins with the finding the perception of mobile phone buyers. Earlier mobile was used mainly for voice communication but as the time progressed buyers started people started using mobile phones for messaging purpose. This time was known as the 1st generation of mobile phone. Time changed and the buyers where again looking for some more features in their mobile phones and the manufactures too where busy to come out with innovative features, it was the beginning of 2nd generation of mobile phone, when mobile phones with Camera and MP3 players were introduced. And now we are in the 3rd generation of mobile phone were we can send Emails, Pictures, Video etc from one phone to other. This report mainly focuses on the perception of iphone; we have tried to analysis the perception of people about the product. The result what I got from this research was that iphone is desirable for 93.3% and only for 6.7% people it is undesirable. In sample of 30 people there were 29 male and 1 were female apart from that most were young. Most of the people think that iphone is better than other as compare to other mobile and they think that it is better in aspect of high technology. Lots of people hear about the iphone by marketing. It is strange but it is true that those people whom iphone is desirable are satisfied with their existing handset quality. People like iphone as trusted brand, innovative, fashionable design and strong entertainment and most of the people understand all the functions. Iphone has the great influence in the Pakistan mobile market people are eager to buy this cell phone.

INTRODUCTIONMobile users today want their handsets to be converged devices handling multiple functions, entertainment being the most important among them. They want their mobile to be fully loaded with top-end features, but they want all that at affordable costs. Iphone contains all that features which people demands and iphone meet on the people expectations. The Apple iPhone is easily the most publicized new mobile device in recent memory.This brand is strong among teens, as many say that they hope to buy it. If that does happen, it will be a kind of "first" in the cell phone market, because Apple isn't likely to discount phones, leaving this to be one expensive status symbol. We all know that iphone is a big name in the modern mobile world, its applications and design are the key factors which tempt people towards it.

From this survey we want to know about the peoples attraction towards iphone. This report will include: 1. Our survey will include the desirability and undesirability of the iphone. 2. Samples were originated through the observation present and specified in the questionnaire. 3. The questionnaires included measurement of scale which were: Ordinal scale Likert scale Sampling plan. 4. The above analysis applied did sketched the preview about the desirable/undesirable school of thought in the real world.

APPLE I-PHONEThis was the most awaited phone in the Indian market. It is now here, but not before it became famous throughout the rest of the world. Renowned for its chic design and easy-to-use functions the iPhone has tremendous features such as its wide and clear screen, iPod, internet capability with classic web browser, GPS mapping, and last but not lease, a phone. Apple iPhone is being offered in the USA for the price of $900, so the awaiting buyers in Pakistan expected the same price. Unfortunately, that is not what happened. To grab hold of this hot item, you will have to shell out Rs.80,000 for the 8GB.

OBJECTIVEThe objective of the project is to explore the perception of the customer towards i-phone as a brand. To do a comparative study of iphone handsets in Pakistan In the first part of my objective, I will try to find out the perception about wither it is desirable or not for people Second part of the study will be focused on knowledge of people about the product and their satisfaction with existent handset. This analysis will be done on the basis of the features which customer prefers more.

Need for the studyRecently Apple launched i-phone 4 and expectations of people with i-phone were very high. Even mobile phone manufacturers in Pakistan were ready with their counter attack. This research is being conducted as to know whether the expectations are being fulfilled or not on the customer end and also to know whether its competitors are able to neutralize the effect of i-phone 4 by their newly launched mobile handsets.

METHODOLOGYThere are nearly 120 million consumers of mobile handsets making the telecommunication sector one of the most lucrative markets for global mobile phone manufacturers & cell phone providers. For this research I have taken a random sample of 30 mobile phone users in Different parts of Pakistan. The methodology to conduct the study was composed of different tasks as follows

Questionnaire: The inputs from the above two helped us in the questionnaire formation.Important attributes were identified and incorporated. Also, the research objectives helped us Identify the nature of questions we needed to ask.

MEASUREMENT AND SCALING1. Ordinal Scale: The product categories are being ranked in terms of the consumer preferences. 2. Likert Scale: The product is being rated according to different categories and the categories are rated according to different attributes on a scale of 1-10.

3. Sampling Plan: We intend to carry out our survey on a population which would comprise of customer from all age group.

ANALYSISDesirable PerceptionAge Cumulative Frequency Valid 15-20 21-25 26-30 Total 6 20 2 28 Percent 21.4 71.4 7.1 100.0 Valid Percent 21.4 71.4 7.1 100.0 Percent 21.4 92.9 100.0

Interpretation: This frequency table shows that 21.4% people are in the age of15-20. 71% people are in the age of 21-25 while 7.1% people are in the age o