The document summarizes research on consumer preferences between Apple and Samsung smartphones. It outlines project objectives to understand brand loyalty, important features, and the role of price. It reviews literature on user demographics and retention rates. A survey asked questions about brand influence, social influence, and price sensitivity. Data analysis using t-tests found users see the iPhone as more user friendly and that brand and price significantly impact purchase decisions. Battery life, storage space, and durability were the most important phone aspects for consumers. The conclusion states the iPhone 6 was more popular among respondents, with operating system playing a smaller role than features and price.

1. Group 1:
Hunter Barcomb
Joe Boyer
Alex Chismar

2. OVERVIEW
 Project Objectives
 Background Information
 Literature Overview
 Survey and Results
 Data Analysis
 Conclusion

3. PROJECT OBJECTIVES
 Brand loyalty and consumer retention
 Does one company have more loyalty than the other?
 Features important to consumers
 Do features or innovation of features impact consumer decisions?
 Importance of price
 Does price difference significantly matter in the consumer’s eye?
 Importance of operating system
 Do consumers prefer iOS or Android?

4. BACKGROUND INFORMATION
 Apple iPhone
 8 generations of iPhones
 First generation released in 2007
 iPhone 6 & 6 Plus released in 2014 (most recent)
 iOS Operating System
 Manufactured by FoxConn
 700 million units sold worldwide

5. BACKGROUND INFORMATION
 Samsung
 First generation Samsung galaxy released in 2009
 Android Operating System
 Samsung Galaxy S6 & Edge releasing in 2015 (most recent)
 Manufactured by Samsung Electronics
 200 million units sold worldwide

6. LITERATURE REVIEW
 Geographical location
 Retention and migration rate
 Price differences
 Important features
 Marketing strategies

7. LITERATURE REVIEW
 Users based on geographical location:

8. LITERATURE REVIEW
 Users based on geographical location:

9. LITERATURE REVIEW
 Retention and migration rate between Apple and Samsung:
Retention
Migrating
Customers
Apple Samsung Apple Samsung
16-24 78% 51% 16-24 35% 26%
25-34 72% 58% 25-34 34% 35%
35-44 71% 59% 35-44 27% 35%
45-60 85% 61% 45-60 14% 35%
61+ 83% 61% 61+ 18% 34%

10. LITERATURE REVIEW
 Manufacturing Price
 Apple iPhone 6
• $228.07
 Samsung Galaxy S5
• $214.54
 Retail Price
 Apple iPhone 6
• As low as $200; as high as $400
 Galaxy S5
• As low as $200; as high as $400

11. LITERATURE REVIEW
 Important features
 Camera
 Battery Life
 Storage Space
 Durability

12. LITERATURE REVIEW
 Marketing Strategies
 Samsung
 Apple
 Effectiveness
 Free publicity

13. SURVEY AND RESULTS
 Sample questions:
 “The brand name of Apple or Samsung has an influence on which
smartphone you purchase”
 “The choice of smartphone your friends and/or family have
impacts your decision on which phone to get”
 “The price difference has a strong influence on which smartphone
you purchase”

14. SURVEY AND RESULTS
 Results:
 “The brand name of Apple or Samsung has an influence on which
smartphone you purchase”
 Mean answer: Agree
 “The choice of smartphone your friends and/or family have
impacts your decision on which phone to get”
 Mean answer: Neutral
 “The price difference has a strong influence on which smartphone
you purchase”
 Median answer: Agree

15. DATA ANALYSIS
 Two sample t-test
 User friendly operating system?
Q7 iPhone user friendly Q8 Galx user friendly
Mean 2.2 3.016666667
Variance 1.416949153 0.898022599
Observations 60 60
Hypothesized Mean Difference 0
df 112
t Stat -4.157646939
P(T<=t) one-tail 3.15972E-05
t Critical one-tail 1.658572629
P(T<=t) two-tail 6.31944E-05
t Critical two-tail 1.981371752

16. DATA ANALYSIS
 Paired two sample t-test
 Brand name influences which phone you purchase?
 The price has an influence on which phone you buy?
Q5brand name Q9price
Mean 4.083333333 2.716666667
Variance 0.653954802 0.986158192
Observations 60 60
Pearson Correlation 0.008794063
Hypothesized Mean Difference 0
df 59
t Stat 8.301937616
P(T<=t) one-tail 8.45803E-12
t Critical one-tail 1.671093033
P(T<=t) two-tail 1.69161E-11
t Critical two-tail 2.000995361

17. DATA ANALYSIS
 One sample t-test on both
 How significant is brand recognition for each?
Null Hypothesis m= 0
Level ofSignificance 0.05
Sample Size 60
Sample Mean 4.3833
Sample StandardDeviation 0.865372785
Q13Apple
Null Hypothesis m= 0
Level ofSignificance 0.05
Sample Size 60
Sample Mean 3.70
Sample StandardDeviation 0.979449863
Q14Samsung

18. DATA ANALYSIS
 What are the most important aspects you look for?
# Feature Points
1 Build Quality 8.35
2 Call Quality 8.85
3 Battery Life 15.33
4 Features 10.58
5 Applications 7.42
6 Screen Size/Resolution 8.95
7 Customizability 8.12
8 Operating System 8.70
9 Storage Space 10.22
10 Durability 13.48
Q16 Aspects

19. CONCLUSION
 iPhone 6 more popular among sample respondents
 Operating system plays a smaller role in consumer’s decision
 Features and price play big roles in consumer’s decision
 Possible bias because of many respondents who have owned
only or more than one iPhone

20. QUESTIONS?