CUSTOMER SATISFACTION ON APPLE PRODUCTS

1. CUSTOMER
SATISFACTION
ON APPLE
PRODUCTS
By
Mohammed Parvez
19FMUCHH010252
PROF
SHUBHANGI V URKUDE

2. Acknowledgements
In this report I shall be
giving you a deeper
insight into my 8 weeks of
learning and experience
of the Internship
Firstly, I would like to
express my gratitude to
Dr Shubhangi V Urkude

3. Executive Summary

4. Chapter I.
Introduction
As Apple’s products took part in the continuous and
unpredictable technological advancements, its
products and notably the iPhones leapfrog other
substitutes and other technological gadgets to let
Apple in a winner-takes-all market position
The purpose of our primary research is to gauge the
interest of people, their conception and the degree
of their satisfaction with the iPhones
The primary objective of this field study is to identify
the brand components of Apple and to show how its
product attributes, meaning the iPhones, perceived
by customers in their decision making process of
buying a particular brand of smartphones

5. Chapter I.
Introduction
A good knowledge of our respondents' needs and preferences
corresponding to smartphones would help us understand their brand
knowledge, awareness and loyalty
Regarding of the paper's purpose and to put in evidence the consumer's
perceived value of the Apple brand, we have chosen to do our primary
research using a questionnaire since it suits mostly the survey
In fact, the survey research is the most widely used method to collect
primary data
The questionnaire contains uniform questions and there is no bias
The questionnaire design and distribution followed data analyzing of
population shifts and also trends

6. Chapter II. Primary
research details and
findings

7. Primary Research details
•
•
•

8. Research Methodology
•

9. Validity
This section provides the readers with the
assessment of the data collection process
implemented regarding the primary research
It outlines also the evaluation of the quality of the
primary data
To ensure the effectiveness of this study, each
question in the questionnaire was designed
purposefully to serve the concepts which were
used in the conceptual framework of this research
study, as shown in table 1 underneath

10. Results and
Findings

11. Demographics
•

12. Brand Users and brand
Awareness
•

13. Brand loyalty •

14. Price and Brand
Association
•
•
•

15. The perceived quality
•

16. Satisfaction
•

17. Brand
personality
The empirical data obtained suggest that
of all the five personality traits that are
associated with the Apple Smartphones,
competence has the highest score
Sophistication scores the second highest
respondents percentage
Ruggedness scores the third with 31.8%
of respondents agreeing that smartphones
features are strong and resilient

18. Chapter III. Data
Analysis
Conjoint Analysis: This method of analysis given in this apple case
study looks into the ways and the types of products that the
customer's need
TURF Analysis: The full form of TURF is Total Unduplicated Reach
and Frequency, this method looks into the deep understanding and
the needs of the people and accepts the responsibility for the
various products and services launched together
GAP Analysis: Before the launch of any product, a company gives
some specific details on the performance of the product and how it
will benefit its users
MaxDiff Analysis: This analysis method is quite similar to the
conjoint analysis and the two could be confused easily as they have
many similar properties

19. •
•

20. Chapter IV. Conclusion
•
•

21. Chapter IV. Conclusion
In addition, students of ICFAI Business
School choose smartphones on the
basis of its strength. The brand loyalty
is considerably high within the poll and
respondents regarded Apple as
innovative company. Thus, the premium
price charged on its iPhones meets the
perceived quality of the consumers and
contributes more and more to
customers retention.
An interesting observation could be
withdrawn from this research study is
that students are more influenced by
the brand image and personality of the
smartphones

22. References
Aaker.A.D
Ghauri, P and
Gronhaug, K
Mackenzie, R

23. THANK YOU