CHAPTER I PRAKASH.pdf

CHAPTER I
1.INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
A market consist of a potential customer sharing a particular needs or wants who
might be willing and able to engage in exchange to satisfy the need and want, size of the market
depends up on the number of people who exhibit the need and want. In marketing, the diamond
rule for keeping a customer is “every customer is valuable for us”.
Understanding the customer is not a simple task, customer may state their needs
or wants but they act otherwise. So the marketers must study their target customers, wants,
perception, shopping and attitude. Today companies are facing tough competition the customer
has a survive the competition the companies have to do a better job of and satisfying customer
needs.
CONSUMER SATISFACTION:
Whether the buyer is satisfied other purchase depends on the offer’s performance
in relation to the buyer expectations. In general satisfaction is personal feelings of pleasure or
disappointment resembling from comparing a products perceived (or outcome) in relation to his
or her expectation. It is the performance fuel short of expectations the customer is dissatisfied. If
the performance matches the expectations the customers are satisfied. If the performance exceeds
expectations, the customer is highly satisfied or delighted. These feelings make a difference in
whether the customer buys the products again and talks favorably about the products to others.
The consumers satisfaction or of satisfaction on with the product will influence
subsequent behaviour. If the consumer is satisfied, then he or she will exhibit a higher
probability of purchasing the products again. The satisfied customer will also tend to say good
things about the brand to others. Marketer says “our best advertisement is a satisfied customer”.
Customer satisfaction is a highly personal assessment that is greatly influenced by
individual expectations. To be successful, organizations must look into the needs and wants of
their customers. Customer satisfaction is the state of mind that customers have about a company

when their expectations have been met or exceeded over the lifetime of the product or service. It
is a measure of how products and services supplied by a company meet or surpass customer
expectation. In a competitive market place where business competes for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
All the business activities should be carried out in ways which are directed
towards the satisfaction of the consumer needs. The main aim of this article is to identify the
level of satisfaction towards two-wheeler automobiles both in rural and urban areas of Warangal
district. For this purpose the detailed survey was conducted using the well-structured
questionnaire covering the sampled respondents. Finally, it ends with a set of opinions from the
respondents who bought the two-wheelers are influenced by the brand image, mileage, price,
passion and pick-up etc
The marketing concept is consumer oriented and the emphasis is more on the
consumer rather than on the product. The essence of modern marketing lies in building of profit
along with creating meaningful value satisfaction for the costumers, whose needs and desires
have to be coordinated with the set of products and production programmes. Therefore,
marketing success an enterprise depends as its ability to create a community of satisfied
consumers. All the business activities should be carried out in ways which are directed towards
the satisfaction of the consumer needs.
Consumer behavior is affected by a host of variables ranging from personal,
professional needs, attitudes and values, personality characteristics, social economic and cultural
background, age, gender, professional status to social influences of various kinds exerted a
family, friends, colleagues, and society as a whole. The combination of these factors help the
consumer in decision making further Psychological factors that as individual consumer needs,
motivations, perceptions attitudes, the learning process personality characteristics are the
similarities, which operate across the different types of people and influence their behavior.

1.2 STATEMENT OF THE PROBLEM:
As the Indian economy develops a deferred d payment mechanism, is gradually gaining
popularity with the advent of IPhone mobile. As more and more people are being convinced
about the value of IPhone , there will be an explosion in Indian. The real growth in IPhone
mobile market has happened in late eighties, the challenge for those marketing IPhone mobile is
to change its image form being just a status symbol to a secure, convenient symbol . To secure,
convenient means a necessity in daily life for making all kinds of applications.
People are getting busy with their own work. In their busy scheduled they don’t find time for
shopping. IPhone mobile buy Online shopping can save a lot of time for them. They can do this
form their office or home by browsing on the net. Day by day new products are introduced in the
market. Product advertisements are also coming out frequently in all the media such as print,
internet, radio, television and outdoor. While selecting their right products Customer’s should be
more cautious about the price, quality, profitability, and reliability of the product. Today’s world
of rapidly changing technology, customers taste and preferences are also characteristics by fast
changes. To meet this changing environment a firm has to constantly innovative and understands
the latest customer needs and wants. Customer satisfaction is a function of the products
perceived performance and his expectations.
This study is to analyses how the students (Government arts college - Coimbatore) are
satisfied out of the IPhone mobile, and find out their economic level to purchase through online,
and how they can adapted to modernized retailing.
1.3 OBJECTIVES OF THE STUDY
The following are the objectives of the study of consumer satisfaction towards IPhone mobile
 To study about the role of IPhone mobile.
 To find out various consumers using IPhone mobile.
 To list out various types of IPhone mobile.
 To know the customer satisfaction regarding IPhone mobile.
 To identify customer interest in buying IPhone mobile.

 To know price impact on purchase of IPhone mobile.
 To find word of mouth impact on purchase of IPhone mobile.
 To study about the awareness of IPhone mobile among consumers.
1.4 SCOPE OF THE STUDY:
 The proposed study will be an empirical research
 It is based on survey method
 Here the respondents are divided into male and female
Through the questionnaire, the consumer expresses their views and satisfaction about IPhone
mobile.
IPhone mobile is one of the service activity provided by many Indian and foreign changes.
Therefore the study is useful to the mobile users in knowing the frauds and to mobile issuing sim
to feel the pulse of the consumer in regard to expectation and satisfaction.
1.4 RESEARCH METHODOLOGY
(i) SOURCE OF DATA
 The data, which is collected for the purpose of study Primary Source.
 The data has been collected directly from respondent with the help of structured
questionnaires.
 The Primary Data comprises information on “Survey of study on student’s
preferences towards micro max mobile with special references to Government
Arts College in Coimbatore.
 The data is gathered from particular group of students and used for analysis which
helped sorting, tabulation and analyzing our objectives.
(ii) PERIOD OF STUDY
 Research work was only carried for 3 months from December 2015 –
February 2016
(iii) SAMPLING METHOD
 The sample size taken here is accounting to a population of 90 respondents.
(iv) RESEARCH DESIGN

 The research design taken up by me is descriptive study which gives the
characteristics associated with the people preferring micro max mobile.
(v) TOOLS FOR ANALYSIS
PERCENTAGE ANALYSIS
 Percent means “For every 100”. The (%) symbol as a quockm way to write a
fraction with a denomination of 100.
 The formula for calculating percentage or for converting from percentage is
relatively simple.
 To convert a fraction to decimal to a percentage multiple by 100.
CHI-SQUARE ANALYSIS
It is used to find the relationship between various factor X2 value is calculated from sample
data. The formula for chi-square test is,
X2
= (O-E)2
/E
O = observed frequency
E = expected frequency
 If the calculated value is less than the table value, null hypothesis is accepted.
 If the calculated value is more than table value, null hypothesis is rejected.
1.5 LIMITATIONS OF THE STUDY
 The study is certified to the college students. Therefore findings are not related to other
areas.
 Since the project duration was limited to two months an elaborate study was not possible.
 Study was limited in trip.
 During the survey most of the respondents contacted had newly purchased the IPhone
mobile thus they could not respond accurately i.e. their satisfaction level and defects in
the IPhone mobiles.
 The research is directly concerned with the study of human preference and behavior and
achieving absolute mathematical accuracy toward this was not possible.

1.6 CHAPTER SCHEME
 CHAPTER-1
Introduction of the study, Statement of problem, objectives of the study, Scope of the study,
Limitation of the study, Research methodology, Chapter scheme.
 CHAPTER-2
Review of literature
 CHAPTER-3
Overview of the industry, company and the product
 CHAPTER-4
Analysis and interpretation
 CHAPTER-5
Findings, suggestions, conclusion, bibliography and Appendix.
.

CHAPTER II
2.1 REVIEW OF LITREATURE
This chapter makes abrief review of the literature relevant to the study. An attempt was made to
present the review of available studies, which consists of articles and other research papers in the
related area.
Narinder K Chhiber ( 2012),IPhone 4S mobile technology is evolving rapidly in the world as
more people demand mobile services with longer bandwidth and new innovative services like
connectivity anywhere, anytime for feature like Multimedia, Interoperability and seamless
connectivity with all types of protocols and standards, while the 3G services are yet to fully
come up. Serious discussion on 4G has started .WLAN hot spot have made inroads along with
3G to offer an alternative form of mobile access.
Sakthivalrani and S. Kennan, (2013),this study aims to understand the customer satisfaction
and behavioral intention towards the mobile phone network service providers. Assessing the
satisfaction level of the service provider. Such evaluation helps the service provider to assess the
performance of their marketing strategy. Behavioral intention is the attitude and the manner he
customer is willing to behave towards the service provider.
S.Gandhimathi and S.Parameshwari (2015), a study on customers’ preference enables
marketer to predict a customers’ preference in the market; it also understanding of the role of that
consumption has in the lives of individuals. Customers’ research takes place at every phase of
the consumption process, before the purchase, during the purchase and after purchase. It attempts
to understand the buyer decision processes/buyer decision making process, both individually and
in groups. It also tries to assess influences on the customers from groups such as family, friends,
reference groups, and society in general. What we buy, how we buy, where we buy, in how much
quantity we buy depends on our perception, self-concept, social and cultural background and our
age and family cycle, our attitudes, personality, many other factors that are both internal and
external to us.

S.Namasivayam, M.Prakash and M.Krishnakumar (2014), Customer Satisfaction should be
the main aim of a business. It is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and representative measures of satisfaction.
The importance of customer satisfaction diminishes when a firm has increased bargaining power.
Rucks and Erick in their study’ A study on profitability of user groups of IPhone
mobile’2000,reports on the profitability of user groups of IPhone mobiles. The study identified
the various types of users. It was concluded that the use of IPhone mobile Varies from one
consumer to another and it is also influenced by various factory of consumer behavior.
The young generations are more often purchasing from mobile sites. Because of the revaluation
in the technology among the youth population and they are able to use this technology for their
well-being more than other age group category. IPhone mobile is the shopping site which is more
preferable by the youngsters. There is increasing demand of IPhone mobile, because the variety
of options for the consumers to choose and that to at a reasonable price and sometimes even less
price then the market.

REFERENCE
 Narinder K Chhiber ( 2012),new innovative services like connectivity anywhere,
anytime for feature like Multimedia, Interoperability and seamless connectivity with all
types of protocols and standards,
 Sakthivalrani and S. Kennan, (2013),Behavioral intention is the attitude and the
manner he customer is willing to behave towards the service provider.
 S.Gandhimathi and S.Parameshwari (2015),Customers’ research takes place at every
phase of the consumption process, before the purchase, during the purchase and after
purchase.
 S.Namasivayam, M.Prakash and M.Krishnakumar (2014),Customer Satisfaction
should be the main aim of a business.
 Rucks and Erick in their study’ the revaluation in the technology among the youth
population and they are able to use this technology for their well-being more than other
age group category.

CHAPTER III
PROFILE OF THE COMPANY
3.1 INDUSTRY PROFILE
The mobile phone market in India is worth 130 million handset annually .while the big boys like
Iphone, Nokia, Samsung, L.G. Motorola and song Ericsson make up for 70%share ,the market
has of late seen a slow of domestic firms such as IPhone, Karbon and Intex marketing making
large inroads and new established brands like Videocon and Onida entering the field
Among the domestic firms, one of the most promising brand is IPhone. Few years ago, when
Vikas join firm was delivering computer printers and monitors across India, he saw First-hand
how pervasive Nokia had become. Just as in Europeans ,where most people I first mobile phone
was made by the Finish giant, it had repeated the trick of getting in first and carpeting the Jab
continues with its no-frills handsets.
Despite Nokia dominance, the Indian mobile-phone market was forFrom being saturated Jain
saw his chance. From a standing start two years ago, his company, IPhone, is now churning out,
million phones a month. He believes that next month if could overtake Samsung, with 11% of
the market, and size second place in India. “When Nokia (or) Samsung roll out a new model they
do so from its global portfolio rather than launching something Specifically for India, “said join,
who set up the company in 1990, along with three friendly from engineering college-Rahul
Sharma. Rajesh Agarwal and suneetkumar, all of whom are in their mid-30, to early 40.Micro
,started operations in 1991as an embedded software design firm ,but was incorporated as a
company in 1998, when it branched out as a distributor of computer peripherals such as printers,
monitors, Scanners from manufacturers such as LG, Sony, Dell crop.
Today ,IPhone is one of the leading Indian telecom companies with 23 domestic offices across
the country and international officer in Hong Kong, USA ,Dubai and now in Nepal ,with a
futuristic vision and an exhaustive R&D at its helm ,IPhone has successfully generated
innovative technologies that have revolutionized the telecom consumer space.
IPhone ,as they claim on the company’s website ,is on a mission to successfully overcome the
technological barriers and constantly engender “LIFE enhancing solutions”.IPhone’s first
innovation was a handset with 30 days at standby by battery life –crucial in a country like India
where power failures are common .next there was a dual memory card phone, priced at rs.26 ,for

callers who like to suggestion the cheapest tariffs.The company’s vision is to develop path
breaking technologies and efficient processes that incubate newer markets ,
The mobile phone market in India is worth 130 million handset annually .while the big boys like
Nokia, Samsung, L.G. Moto Rola and song Ericsson make up for 70%share ,the market has of
late seen a slow of domestic firms such as IPhone, Karbon and Intex marketing making large
inroads and new established brands like Videocon and Onida entering the field
Among the domestic firms, one of the most promising brand is IPhone. Few years ago, when
Vikas join firm was delivering computer printers and monitors across India, he saw First-hand
how pervasive Nokia had become.
Today ,IPhone is one of the leading Indian telecom companies with 23 domestic offices across
the country and international officer in hongkong,USA,Dubai and now in Nepal ,with a futuristic
vision and an exhaustive R&D at its helm ,IPhone has successfully generated innovative
technologies that have revolutionized the telecom consumer space. IPhone has a lot of
interesting and thoughtful products to its credit on their versatile product portfolio. It was the
first to introduction
 Handsets with 30 days battery back up
 Handsets with Dual SIM /Dual Standby
 Handsets switching Network (GSM –CDMA) using gravity sensors
 Aspiration Qwerty Keypad handsets
 Operator branched 3G handsets
 OMH CDMA Handsets etc.
With a 360 degree advertising and marketing strategy Sketched out, the company has an
optimistic outlook for the telecom consumer space. Currently present in more then 40,000 stores
across the country, the company plans to have an aggressive market incursion to reach out to its
customers through 70,000 operational stores in the coming year.One of the major aspect that
contributes towards the substantial monthly growth of IPhone is its 80%sales in the rural
areas.After building a strong presence in the rural market , where the prominence of both
subscribers and operators is rapidly increasing ,IPhone is now progressively moving towards
establishing its foothold in the competitive urban town as well.IPhone recently ventured into the
telecommunication industry with an end –to-end solution of fixed wireless devices and wireless

data cards.In the year 2008, after delivering upon the technology of fixed wireless- powering
desired products, the company forayed into one of the most predominant genres of
telecommunication –mobile handsets ,since the IPhone has received common response for its
unique and interesting handsets.Innovation ,cost effective, credible and a insightful R&D are
give high emphases at IPhone in the telecom vertical.
3.2 COMPANY PROFILE
INTRODUCTION OF IPHONE
Apple Inc., incorporated on January 3, 1977, designs, manufactures and markets mobile
communication and media devices, personal computers and portable digital music players. The
Company sells a range of related software, services, accessories, networking solutions and third-
party digital content and applications. The Company's segments include the Americas, Europe,
Greater China, Japan and Rest of Asia Pacific. The Americas segment includes both North and
South America. The Europe segment includes European countries, India, the Middle East and
Africa. The Greater China segment includes China, Hong Kong and Taiwan. The Rest of Asia
Pacific segment includes Australia and the Asian countries not included in the Company's other
operating segments. The Company's products and services include iPhone, iPad, Mac, iPod,
Apple Watch, Apple TV, a portfolio of consumer and professional software applications, iPhone
OS (iOS), OS X and watchOS operating systems, iCloud, Apple Pay and a range of accessory,
service and support offerings.
The Company sells and delivers digital content and applications through the iTunes Store, App
Store, Mac App Store, television APP Store, iBooks Store and Apple Music (collectively Internet
Services). The Company sells its products through its retail stores, online stores and direct sales
force through third-party cellular network carriers, wholesalers, retailers and value-added

resellers. The Company sells a range of third-party Apple compatible products, including
application software and accessories through its retail and online stores. The Company sells to
consumers, small and mid-sized businesses and education, enterprise and government customers.
iPhone is the Company's line of smartphones based on its iOS operating system. iPhone includes
Siri, a voice activated intelligent assistant, and Apple Pay and touch ID on qualifying devices.
The Company offers iPhone 7 and 7 Plus, featuring new camera systems, stereo speakers and
water and dust resistance. The Company also sells iPhone SE, which has a four-inch Retina
display. iPhone works with the iTunes Store, App Store, iBooks Store and Apple Music for
purchasing, organizing and playing digital content and applications. iPad is the Company's line
of multi-purpose tablets based on its iOS operating system. iPad includes iPad Pro, iPad Air and
iPad mini. Mac is the Company's line of desktop and portable personal computers based on its
macOS operating system. The Company's desktop computers include iMac, 21.5 inches iMac
with Retina 4K display, 27 inches iMac with Retina 5K display, Mac Pro and Mac mini. The
Company's portable computers include MacBook, MacBook Air, MacBook Pro and MacBook
Pro with Retina display.
Apple TV connects to consumers televisions (TVs) and enables them to access digital content
directly for streaming high definition video, playing music and games, and viewing photos.
Content from Apple Music and other media services is also available on Apple TV. Apple TV
allows streaming digital content from Mac and Windows personal computers through Home
Share and from compatible Mac and iOS devices through AirPlay. The Company's Apple TV
runs on its tvOS operating system and is based on applications built for the television.
Additionally, the Apple TV remote features Siri, allowing users to search and access content
with their voice. Apple Watch is a personal electronic device that combines the watchOS user
interface and technologies created specifically for a smaller device, including the Digital Crown,
a navigation tool that allows users to seamlessly scroll, zoom and navigate, and force touch, a
technology that senses the difference between a tap and a press and allows users to access
controls within applications. Apple Watch enables users to communicate in new ways from their
wrist, track their health and fitness through activity and workout applications, and includes Siri

and Apple Pay. The Company offers Apple Watch Series 2, featuring fitness and health
capabilities.
iPod is the Company's line of portable digital music and media players, which includes iPod
touch, iPod nano and iPod shuffle. All iPods work with iTunes to purchase and synchronize
content. iPod touch, based on the Company's iOS operating system, is a flash-memory-based
iPod that works with the iTunes Store, App Store and iBooks Store for purchasing and playing
digital content and applications. iOS is the Company's multi-touch operating system that serves
as the foundation for iOS devices. Devices running iOS are compatible with both Mac and
Windows personal computers and Apple iCloud services. The Company offers iOS 10, which
introduces the ability for Siri to do more by working with applications, updates messages,
includes redesigned maps, photos, Apple music and news applications, and the home
applications, which provides a way to manage home automation products in one place.
macOS is the Company's Mac operating system and is built on an open-source uniplexed
information and computing system (UNIX) based foundation and provides an intuitive and
integrated computer experience. macOS Sierra incorporates Siri and Apple Pay on the Mac,
provides continuity and document access across Apple devices and includes the memories
feature in photos. watchOS is the Company's operating system for Apple Watch. The Company's
watchOS three provides ability to launch applications instantly, navigation with the new Dock
and new fitness and health capabilities for Apple Watch, including the Breathe applications
designed to promote exercises for relaxation and stress reduction. tvOS is the Company's
operating system for Apple TV. The tvOS operating system is based on the Company's iOS
platform and enables developers to create applications and games specifically for Apple TV and
deliver them to customers through the Apple TV App Store. The tvOS incorporates new Siri
capabilities that allow searching across more applications and services.
The Company's applications software includes iLife, iWork and other software, including Final
Cut Pro, Logic Pro X and FileMaker Pro. iLife is the Company's consumer-oriented digital
lifestyle software applications suite included with all Mac computers and features iMovie, a
digital video editing applications, and GarageBand, a music creation application that allows users
to play, record and create music. iWork is the Company's integrated productivity suite included
with all Mac computers and is designed to help users create, present and publish documents

through Pages, presentations through Keynote and spreadsheets through Numbers. The Company
also has multi-touch versions of iLife and iWork applications designed specifically for use on
iOS devices, which are available as free downloads for all new iOS devices.
The iTunes Store, available for iOS devices, Mac and Windows personal computers and Apple
TV, allows customers to purchase and download music and TV shows, rent or purchase movies
and download free podcasts. The App Store, available for iOS devices, allows customers to
discover and download applications and purchase in-applications content. The Mac applications
Store, available for Mac computers, allows customers to discover, download and install Mac
applications. The TV App Store allows customers access to applications and games specifically
for the Apple TV. The iBooks Store, available for iOS devices and Mac computers, features e-
books from major and independent publishers. Apple Music offers users a listening experience
with on-demand radio stations that evolve based on a user's play or download activity and a
subscription-based Internet streaming service that also provides access to the applications music
library.
iCloud is the Company's cloud service, which stores music, photos, contacts, calendars, mail,
documents and more, keeping them up-to-date and available across multiple iOS devices, Mac
and Windows personal computers and Apple TV. iCloud services include iCloud Drive, iCloud
Photo Library, Family Sharing, Find My iPhone, iPad or Mac, Find My Friends, Notes, iCloud
Keychain and iCloud Backup for iOS devices. AppleCare offers a range of support options for
the Company's customers. These include assistance that is built into software products, printed
and electronic product manuals, online support including comprehensive product information,
technical assistance, the AppleCare Protection Plan (APP) and the AppleCare Protection Plan
(AC+). AC+ is a fee-based service offering additional coverage under some circumstances for
instances of accidental damage in addition to the services offered by APP and is available in
certain countries for iPhone, iPad, AppleCare Watch and iPod. Apple Pay is the Company's
mobile payment service available in certain countries that offers a private way to pay.
Apple Pay allows users to pay for purchases in stores accepting contactless payments and to pay
for purchases within participating applications on qualifying devices. Apple Pay accepts credit

and debit cards across major card networks and also supports reward programs and store-issued
credit and debit cards. The Company sells a variety of Apple-branded and third-party Mac-
compatible and iOS-compatible accessories, including Apple TV, Apple Watch, Beats products,
iPod, headphones, displays, storage devices, and various other connectivity and computing
products and supplies. The Company offers AirPods, new wireless headphones that interact with
Siri
HISTORY OF COMPANY
The history and the back ground of Apple Inc which used to be Apple Computers, Inc when they
first started in California USA and become a multinational company which started from scratch.
Apple Inc mainly deal with consumer electronics, computer software and commercial servers.
Apple's most famous products are iPhone, iPod and Macintosh computers.
Apple was formed by Steven Paul Jobs 21 and Stephen Gary Wozniak 25, they created a first
Apple computer on 1st April 1976 named Apple I. Apple was incorporated in 1977 in California
(Apple website, FAQ). For about 20 year Apple computers Inc was predominantly a
manufacturer of personal computers that includes Power Mac, Apple I, Apple II, Apple III and

Macintosh lines but also faced unstable sales and low market shares. Steven Job resign the
company in 1985 due to infighting and he rejoin in 1996 as a CEO of the company. He brought
with him a new corporate philosophy of identifiable product and simple design. Introducing a
great success of iPod music player in 2001, Apple become a leader in consumer electronic
industry, dropping ''computer'' from its name and keeping on to release the iPad and iPhone. And
in present Apple is one of the biggest technology company in the world, with the revenue of over
$60 billion per annum[ Hormby Thomas, A history of Apple's Lisa, 1979-1986, Low End Mac,
6th October 2005] [Apple website].
Strategy and Implementation
Philosophy of identifiable product and simple design help Apple maintain their growth in early
80's and a huge part of success is due to its leadership in the education sector, which was one of
the brilliant business strategy, education environment provided Apple with a great amount of
loyal users around the world. They started targeting into education sector in Cupertino California
by a very important agreement between Steve Job and Jim Baroux of (LCSI) Logo Computer
Systems Inc, which was an agreement to donate one Apple II and one Apple LOGO software
package to every public school in Texas. The idea was great and the philosophy behind that was
that if they donate one package to each school then this would result in thirty more packages to
sell, which is estimated as the number of students in one classroom at least and ofcourse some
more purchases are possible from parents who wants to support the technology to make their
children to stay aware of technology, learn more and get familiar. This significant agreement
between Apple Inc and Logo Computer System Inc (LCSI) was a great success though out the
State, which establish a very strong and constant presence for Apple in the schools throughout
California. This become Apple II's era in schools right across the United States and the
leadership of Apple in education sector around the world continues in the most critical time of
1980's. Therefore Apple made it extremely well in education sector as well as in the families, as
parents carry on supporting the learning experience for their children after school [Wikipedia,
Article, Apple Inc].
Technology used and Product/Services:
Apple Inc mainly deal with consumer electronics, computer software and commercial servers.
Apple is an example of itself when comes to technology, the technology they introduce since

they first launched and until today. Although there was issues in some software they introduced
as well as their Operating system that it is not users friendly but Apple keep identifying the issue
efficiently and effectively, for example using Microsoft's Power point compare to Apple's
keynote which takes powerPoint apart and figures out how the files work that makes it more user
friendly [Bill Thompson, 19th Sep 2007, BBC News]. They are famous to introduce the best
touch sensor in their products which includes Mac, iPhone, iPod and iPad recently, best example
is iPhone which is still the leader in smart phone technology and introduced the best touch screen
system in the market so far.
Apple have introduced various operating system for its products like Macintosh, PowerBook,
iPod, iPad and iPhone. Apple always use their own Operating system in all of their products, one
of the most famous operating system is iOS which is used in iPhone and OS X, Mac OS X is the
world's most advanced operating system. Built on UNIX foundation and designed simple as of
this is one of the fundamentals of the company. This is why Mac have a reputation of innovative,
compatible, highly secure and user friendly [Apple website, Mac OS X, Over view].
OS 6Sincludes Snow Leopard which was unveiled on 8th of June 2009 and was available to
purchase in Cupertino, California and on their website and by 28th of August 2009 in the market
throughout the world [Apple website, library, Mac OS Snow Leopard].
Mac OS X Versions are Mac OS X Server 1.0, Public Beta, then from 10.0 to the Latest version
is Mac OS X v10.6 Snow Leopard and 10.7 Lion announced on 20th of October 2010 and
expected to release by 2011. Apple have also introduces digital cameras, portable CD audio
players, speakers, video consoles and TV appliances [Wikipedia, Apple Inc, Mac OS X].
The main markets where Apple operates:
Apple is a multinational company based in Cupertino, California and their product sales in more
than 50 countries, one of the most recent successful product of Apple is iPhone, it is available in
over 50 countries and more to be added in their network later and Apple iPhones are making
their production company to increase their yearly products because the of their extreme success

and they are selling it very well indeed and iPhones are increasing their market share day by day
and quit fast.
As the graph shows, their main markets where they operates are USA, Japan, Germany, France,
Spain, Canada and UK, over all they are doing very well in Europe and USA itself, besides that
they are also in Mexico, Netherland, Sweden, Austria, Finland, Italy, Belgium, Portugal,
Switzerland, Denmark, Ireland, New Zealand, Hong Kong and now in India as well. Success of
iPhone is a great boom to Apple Inc.
Main Products and Ethical challenges:
Apple's worldwide smartphone shares boost upto 17% due to iPhone sales reached 7 million in
2009 including the continued version of iPhone 3GS and they are expected to be more because
later in the same year they started selling iPhones in China, where as Chinese made a copy
version of iPhone with different software but unable to beat the original one ofcourse.
[Website Mac Rumors, News, Smartphone market worldwide] Worldwide mobile phone market
experienced less growth as compare to their early years and in this year the growth was as low as
0.1 percent but smartphones was continuously growing their success and performance and
growing their market upto 12.8 percent nearly every year.
They face great competitors like Microsoft which is focusing on delivering software to cheap
product personal computers while Apple delivers rich engineered products. Apple relied on high
profit margins and never developed a clear response. Other competitors are IBM and Dell which
are famous about their durability and have a good reputation in making computers.
Product and Business Portfolio :
Product portfolio plays important role in company's business success especially when come to
competition. Product portfolio is to capture and understand customers need according to the
market. Apples portfolio is to transform their customers into specifications of the product they
are offerings. There has been criticism on iPhone and iPod that these devices has been
locked/restricted into iTones and creating iTone Store monopoly but Apple keep ensuring that
anyone but their product will be completely locked/restricted to an Apple's created world. This
portfolio keep the other competitors out in some aspects but is also become hard to justify some

measures when creating a circle around the customers and keep competitors out. Although the
fact that iTunes database format has already been cracked and the third party tool have been
updated, example application like cydia which unlock iPhone and enable customers to download
various applications and allow them to use their iPhone for all the network providers. But Apple
is spending more time trying to ensure that anyone who purchase their product must completely
locked in to Apple-centred world in which they use iTones for products like iPod and iPhone,
buy from iTones Music store, and purchese only Apple-certified accessories. The new version of
iTunes break the fix and they keep updating the versions of iPhone and iPod to lock the
customers and other updated and therefore no third party tool is able to unlock the version unless
it is certified by Apple itself [Bill Thompson, 2007, BBC News, Article in Technology section].
Corporate Change and Social welfare of employee:
Apple was one of the highest successful companies founded in 70s, Corporate philosophy of
identifiable product and simple design which was introduced by Steve Jobs. Apple cares about
their employees and provide them various facilities and benefits that includes, staff discount,
paid holidays, maternity leaves, annual bonus and friendly and learning environment.
Quality:
Apples relies on best quality for their customers as of their product is design to provide the best
output, high profile and highly priced due to their basic strategy of high profit margin on each
product and keeping their market stable. They launch the best quality product and improvise it in
later versions as required by their customers. They also manage to maintain their product quality
with their corporate philosophy of identifiable product and simple design.

A STUDY ON CONSUMERS SATISFACTION TOWARDS IPHONE MOBILE WITH
SPECIAL PREFERENCE ON COLLEGE STUDENTS
QUESTIONNAIRE
1 .Name : …………………………….
2 .Gender :
□ Male □ Female
3. Age :
□ Below 18 □19-25 □26-30 □31-36
4. Marital Status :
□ Married □ Unmarried
5. Qualification Level :
□School level □Graduate □Post graduate □Others
6 .Occupation :
□Govt.Employees □Pvt.Employee □Professional □Students
□Others
7. Monthly Income :
□Below –Rs.5000 □Rs.5000-10000 □Rs.10000-20000 □Rs.20001-Above
8 .Earning persons in family:
□Below-4 □ 5-7 □ 8-9 □10-Above
9. Nature of your family :
□Nucleas □ joint
10. No of Members in your family :
□ Below-4 □ 5-7 □ 8-9 □ 10-Above
11. Do you prefer IPhone mobile:
□Yes □ No
12 .State the sources that influence the IPhone mobile products
□Advertisement □ Mass media □ Social media □ Other
□Friends /relative
13. Is the price of the IPhone mobile becomes
□High □Economical □ cheaper
14. Quality of IPhone mobile

□High Quality □ Low Quality □ Poor Quality □ Better for basic
purpose only
15. I bought IPhone mobiles models
□ Stylish □Cheaper price □Suitability for youngsters
□Upgrading of version without hanging
16.Which models in IPhone do you prefer most
□4S □ 5S □ 6S(featured phone)
17. Which model phones preferring for Networks facilities
□4S □5S
18. In what feature do you like most in IPhone mobile
□HD screen with effective clarity
□RAM and Internal memory capacity
□ Easy Android upgradaion
□Clarity camera in fewer
□All of the above
19. How often do you using IPhone model phone
□Daily for basic purpose
□Daily for Network facilities
□Weekly (or) monthly only
20. Where you have buy IPhone mobiles
□Through online shopping □Retail shopes □Others .
21. If any suggestion
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