1. APPLE
Apple was the most preferred option of the mobile customers
Out of the eight attributes which we selected for our research paper, apple fared much better
than its other mobile competitors but as far as the price, battery durability and durability was
concerned it lacked against Nokia and Blackberry.
Price, Durability and Battery Durability
Brands Price Battery Durability Durability
Apple 0.189 0.089 0.181
Blackberry 0.129 0.556
Nokia 0.467 0.523
From this table we can clearly see that customer’s rate Nokia much better than Apple as far
as durability is concerned. For mobile purchasers who are price sensitive their first option is
Nokia rather than Apple
Apple is far ahead than other mobile competitors in attributes like:
(a) Brand
(b) Style
(c) Camera Quality
(d) User Friendliness
(e) Applications
SAMSUNG
Mobile customers do not perceive Samsung as a durable handset as well as a User Friendly
mobile. User friendliness is a very important factor as customers want a handset which is
easy to use.
Brand User Friendliness Durability
Samsung 0.081 0.081
Apple 0.500
Nokia 0.243 0.556

2. BLACKBERRY
While purchasing a Blackberry handset the main focus remains on the Brand and Durability.
It has to focus more on its camera quality and battery durability as well as price.
Brand Price Camera Quality Battery Durability
Blackberry 0.081 0.088 0.081
Nokia 0.467 0.177 0.523
0.500
Blackberry if far behind Apple in the Camera quality attribute. Customers whose main focus
remains on camera quality, durability and price do not buy blackberry.
NOKIA
A very strong choice as a mobile brand when customers go for attributes like price and
battery durability but as a Brand it is not that popular than Apple, Blackberry.
Among the five Brands Nokia ranks 4Th in terms of Style which still remains a major
drawback for the Brand.
Brands Brand Style
Nokia 0.062 0.081
Apple 0.489 0.420
Blackberry 0.290 0.199
Samsung 0.129 0.268
HTC
This paper will be very beneficial for HTC as it lacks ill all the different attributes.
To compete with the best brands like Apple, Blackberry it has to start producing handsets
which are price sensitive, user friendly with better applications having good battery
durability.