INSTITUTION OF

MANAGEMENT,KOLHAPUR

PROJECT
REPORT ON
“A STUDY ON YOUNGSTERS PREFERENCE TOWARDS IPHONE”
WITH THE SPECIAL REFERENCE TO
HEERA PANNA

SUBMITTED TO
BHARATI VIDYAPEETH (DEEMED TO BE
UNIVERSITY), PUNE IN PARTIAL FULFILLMENT OF
THE REQUIREMENT OF BACHELOR OF BUSINESS
ADMINISTRATION (BBA)

SUBMITTED BY
MUJAMMIL IRFAN MULLA

UNDER THE GUIDANCE OF

PROF.S.A. JADHAV

THROUGH
THE
DIRECTOR
BHARATI VIDYAPEETH (DEEMED TO BE UNIVERSITY), PUNE
INSTITUTE OF MANAGEMENT, KOLHAPUR.
2020-23

1
INSTITUTION OF
MANAGEMENT,KOLHAPUR

BHARATI VIDYAPEETH (DEEMED TO BE UNIVERSITY), PUNE

INSTITUTE OF MANAGEMENT,
KOLHAPUR

CERTIFICATE

This is to certify that MUJAMMIL IRFAN MULLA is a student of this

Institute doing BBA 3. He has completed a summer project report on A STUDY ON
YOUNGSTERS PREFERENCE TOWARDS IPHONE.
This report is being submitted to a partial fulfilment of the requirement
of
Bachelor of Business Administration BBA 3 Programme for the year 2020-23
Therefore, I approve the same and wish all the best in his / her future career
and bright success in his / her life.

Place: Dr. Rajesh Kanthe

Date: Director

2
INSTITUTION OF
MANAGEMENT,KOLHAPUR

BHARATI VIDYAPEETH (DEEMED TO BE UNIVERSITY),

PUNE
INSTITUTE OF MANAGEMENT, KOLHAPUR.

CERTIFICA
TE
This is to certify that MUJAMMIL IRFAN MULLA
is a student of this Institute doing BBA 3 . She has completed a summer project report
on A STUDY ON YOUNGSTERS PREFERENCE TOWARDS IPHONE.
This report is being submitted to a partial fulfilment of the requirement
of
Bachelor of Business Administration Programme for the year 2020-23.
Therefore, I approve the same and wish all the best in her future career and bright
success in her life.

Place: Dr. R.D.JADHAV

Date: H.O.D.
(Management Department)

3
INSTITUTION OF
MANAGEMENT,KOLHAPUR

BHARATI VIDYAPEETH (DEEMED TO BE UNIVERSITY), PUNE

INSTITUTE OF MANAGEMENT, KOLHAPUR.

GUIDE CERTIFICATE

This is to certify that MUJAMMIL IRFAN MULLA

is a student of this Institute doing BBA 3. She has completed a summer project report on A STUDY O
This report is being submitted to a partial fulfilment of the requirement
of
Bachelor of Business Administration. Programme for the year 2020-23
Therefore, I approve the same and wish all the best in her future career and bright success in her life.

Place: Prof. S.A. JADHAV

Date: (Project Guide)

4
INSTITUTION OF
MANAGEMENT,KOLHAPUR

DECLARATIO
N

The Director
Bharati Vidyapeeth (Deemed To Be University), Pune Institute
of Management,
Kadamwadi, Kolhapur.

Respected Sir,
I the undersigned, hereby declare that the project work titled “A STUDY ON
YOUNGSTERS PREFERENCE TOWARDS IPHONE’’
is entirely based on data collected by me.
I have not copied from any other report submitted to this University or any
other University.
I understand that any such copying is liable to be punished in a manner the
University authorities may deem fit.

Thanking you.

MUJAMMIL IRFAN

5
INSTITUTION OF
MANAGEMENT,KOLHAPUR

PROJECT COMPLETION CERTIFICATE

This is to certify that, Mr. /Ms is a student of ----(Cou

During this period of the work, he / she has maintained a good record of
attendance.
We wish his / her best of luck for his / her future.

Seal (Signature of H.R. Manager) Name of H.R. Manager

6
INSTITUTION OF
MANAGEMENT,KOLHAPUR

INDEX
Sr. No Chapter Title Page no

1 Introduction to study 9-15

2 Company Profile 16-18

3 Research Methodology 19-24

4 Data analysis and interpretation 25-37

5 Findings, Recommendations & Conclusion 38-40

6 Bibliography 41-42

7 Appendices: 43-45
1. Questionnaire

7
INSTITUTION OF
MANAGEMENT,KOLHAPUR

LIST OF TABLES

Sr no Table no Description Page no

1 4.1 Table showing gender

2 4.2 Table showing age

3 4.3 Table showing experience for using iPhone

4 4.4 Table showing buying preference of customers

5 4.5 Table showing rating for the commitment towards the brand

6 4.6 Table showing different models of iPhone used by customers

7 4.7 Table showing purpose for using iPhone

8 4.8 Table showing why to buy this brand

9 4.9 Table showing camera features why important to customers

10 4.10 Table showing rating the commitment

11 4.11 Table showing ranking iPhone

Sr no Table no Description Page no

1 4.1 Graph showing gender

2 4.2 Graph showing age

3 4.3 Graph showing experience for using iPhone

4 4.4 Graph showing buying preference of customers

5 4.5 Graph showing rating for the commitment towards the brand

6 4.6 Graph showing different models of iPhone used by customers

7 4.7 Graph showing purpose for using iPhone

8 4.8 Graph showing why to buy this brand

9 4.9 Graph showing camera features why important to customers

10 4.10 Graph showing rating the commitment

8
INSTITUTION OF
MANAGEMENT,KOLHAPUR

11 4.11 Graph showing ranking iPhone

LIST OF GRAPHS

9
INSTITUTION OF
MANAGEMENT,KOLHAPUR

CHAPTER NO 1: INDTRODUCTION TO STUDY

10
INSTITUTION OF
MANAGEMENT,KOLHAPUR

1.1. Introduction
The topic of research here is "A STUDY OF YOUNGSTERS PREFERENCES

TOWARDS IPHONE ". So, the project is to study the preferences of the

consumers. Here the term ' Consumer' means the end user of the product

who not only consumes the product but also gives the feedback to the

company. The traditional view point has been to define consumer strictly in

terms of economic goods and services. This position holds the consumers are

potential purchasers of product and servicesoffered for sale.

1.1.1. About iPhone:

The iPhone is a smartphone made by Apple that combines a computer, iPod,

digital camera and cellular phone into one device with a touchscreen

interface. The iPhone runs the iOS operating system, and in2021 when the

iPhone 13 was introduced, it offered up to 1 TB of storage and a 12-

megapixel camera.

1.1.2. History of iPhone:

On January 9, 2007, Steve Jobs announced the first iPhone at the Macworld convention,
receiving

substantial media attention. Jobs announced that the first iPhone would be

released later that year. OnJune 29, 2007, the first iPhone was released.

On June 11, 2007, Apple announced at the Apple's Worldwide Developers

Conference that the iPhonewould support third party applications using the

Safari engine. Third parties would be able to create Web 2.0 applications,

which users could access via the Internet. Such applications appeared even

before the release of the iPhone; the first of these, called One Trip, was a

program meant to keeptrack of users' shopping lists.

11
INSTITUTION OF
MANAGEMENT,KOLHAPUR

1.1.3. Goal of apple company:

Apple's mission is “to bring the best user experience to its customers through its

innovative hardware, software, and services.” And in a manifesto dated 2019 Tim

Cook set the vision specified as “We believe that we are on the face of the earth

to make great products and that's not changing.”

1.2. Consumer Preference

The theory of consumer preference is the branch of microeconomics that

relates preferences to consumption expenditures and to consumer demand

curves. It analyses how consumers maximize the desirability of their

consumption as measured by their preferences subject to limitations on Their

expenditures, by maximizing utility subject to a consumer budget constraint.

The underlying foundation of demand, therefore, is a model of how

consumers behave. The individual consumer has a set of preferences and

values whose determination is outside the realm of economics. They are no

doubt dependent upon culture, education, and individual tastes, among a

plethora of other factors. The measure of these values in this model for a

particular good is in terms of the real opportunity cost to the consumer who

purchases and consumes the good. If an individual purchases a particular

good, then the opportunity cost of that purchase is the forgone goods the

consumer could have bought instead.

1.3. What determines Consumer Preference?

Consumer Preference is influenced by specific product or service features

and by perceptions of qualityas suggested. Preference is also influenced by

customer’s emotional responses, their attributions, and their perceptions of

equity.

12
INSTITUTION OF
MANAGEMENT,KOLHAPUR

1.3.1. Product and service features

Customer Preference with a product or service is influenced by significantly

by the customer’s evaluation of product or service features. Research has

shown that customers of services will make trade-offs among different service

features (for example, price level versus quality versus friendliness of

personnel versus level of customization), depending on the type of service

being evaluated and criticality of service.

1.3.2. Customer Emotion:

Customer’s emotions can also affect their perceptions of Preference with

products and services. Theseemotions can be stable, pre-existing emotions.

1.3.3.Attributions for Service success or failure Attributions

The perceived causes of events – influence perceptions of Preference as well.
When they have
surprised by an outcome, consumer tend to look for the reasons, and their

assessments of the reasons can influence their Preference.

1.3.4.Customer Perceptions:

How customers perceive services, how they assess whether they have

experienced quality service, and whether they are satisfied. Customers

perceive services in terms of the quality of the service and how satisfied they

are overall with their experiences. These customer – oriented terms – quality

and satisfaction have been the focus of attention for executives and

researchers a like over the last decadeor more. Companies today recognize

that they can compete more effectively by distinguishing themselves with

respect to service quality and improved customer satisfaction.

1.4. Factors Influencing on Consumer Buying Behavior

1.4.1. Personal:

13
INSTITUTION OF
MANAGEMENT,KOLHAPUR

At the personal level, consumer behavior is influenced by various shades of

likes, dislikes, priorities, morals and values. In certain dynamic industries

such as vehicle and personal care, the personal view and opinion of the consumer

pertaining to style and fun can become the dominant influencing factor.

Though advertisement can help in influencing these factors to some extent,

the personal consumer likes and dislikes exert greater influence on the end

purchase made by a consumer. The important personal factors, which

influence buyer behavior, are a) Age, b) Occupation, c) Income and d) Life

Style

Age: Age of a person is one of the important personal factors influencing

buyer behavior.

People buy different products at their different stages of cycle. Their

taste, preference, etc. alsochange with change in life cycle.

Occupation: Occupation or profession of a person influences

his buying behavior. The life styles and buying considerations and

decisions differ widely according to the nature of the occupation. For

instance, the buying of a doctor can be easily differentiated from that of a

lawyer, teacher, clerk businessman, landlord, etc. So, the marketing

managers have to design

different marketing strategies suit the buying motives of different occupational

groups.

Income: Income level of people is another factor which can exert

influence in shaping the consumption pattern. Income is an important

source of purchasing power. So, buying pattern of people differs with

different levels of income.

Life Style: Life style to a person’s pattern or way of living as

14
INSTITUTION OF
MANAGEMENT,KOLHAPUR

expressed in his activity, interests and opinions that portrays the

“whole person” interacting with the environment. Marketing

managers have to design different marketing strategies to suit the life

styles of the consumers.

1.4.2. Social factors:

Man is a social animal. Hence, our behavior patterns, likes and dislikes are

influenced by the people around us to a great extent. We always seek

confirmation from the people around us and seldom do things that are not

socially acceptable. The social factors influencing consumer behavior are a)

Family,

Reference Groups, c) Roles and status.

Family: There are two types of families in the buyer’s life viz.

nuclear family and Joint family. Nuclear family is that where the

family size is small and individuals have higher liberty to take

decisions. In Joint families, the family size is large and group decision-

making gets more preference than individual. Family members can

strongly influence the buyer behavior, particularly in the Indian

contest. The tastes, likes, dislikes, life styles etc. of the members are

rooted in the family buying behavior.

Reference group: A group is two or more persons who share a set

of norms and whose relationship makes their behavior

interdependent. A reference group is a group of people withwhom an

individual associates. It is a group of people who strongly influence a

person’s attitudes values and behavior directly or indirectly.

Reference groups fall into many possible groupings, which are not

15
INSTITUTION OF
MANAGEMENT,KOLHAPUR

necessarily to be exhaustive

Roles and status: A person participate in many groups like family, clubs, and
organizations.
The person’s position in each group can be defined in tern of role and

status. A role consists ofthe activities that a person is expected to

perform. Each role carries a status. People choose products that

communicate their role and status in society. Marketers must be

aware of the status symbol potential of products and brands

1.4.3. Psychological

Motivation: Motivation is activating the internal needs and requirements of

the consumer.

It can also be described as goals and needs of the consumers.

Motivation arouses and directs the consumers towards certain goals.

These needs can be psychological needs, needs of security, social needs,

esteem needs and also self-actualizing needs.

Perception: Perception is sensing the world and the situations

around and then taking a decision accordingly. Every individual look

as the world and the situations differently. The judging ability and

capacity of every individual is different and hence the look at the

world differently. This is what separates the decision taking abilities.

Learning and experience: Learning is the research of products

and services before the consumer takes the decision of buying a

product. Learning and self-educating these days is done online and

also in groups. Experience is taking a lesson from the past experiences

of a product and service. Learning and experience both again play an

important role in influencing the consumer’s behavior

as it influences their purchase decision.

16
 INSTITUTION OF
MANAGEMENT,KOLHAPUR

1.4.4. Attitude and beliefs: Attitude are a consumer’s favourable and

unfavourable emotionalcondition or emotional feeling, also its tendency of

reaction to certain actions and behaviours. Beliefs of people that are the belief

that people assume the products to be as make the specifications of the

products. Hence attitude and beliefs are also important and need to be taken

into consideration while studying human behaviour.

CHAPTER: 2 COMPANY
PROFILE

17
INSTITUTION OF
MANAGEMENT,KOLHAPUR

1. COMPANY PROFILE
The company details are as follow –

Name of the Company Heera Panna

Mobiles

Sector private sector

Address of the Company Survey No.1594/C ward Shivaji road, Bindu chowk,
Kolhapur-416002

Headquarter Kolhapur

Establishment Year 1999.

Business Authorized
Agent/Distributor/Partner/Representativefor
various globally-dominant brands

Services Telecommunication services

Contact No. +91 8308445444/+91 9822460321

2.1. DETAILS OF THE COMPANY

Established in the year 1999, Hira Panna Communications Pvt Ltd in Bindu Chowk, Kolhapur is
a top player in the category Mobile Phone Dealers-Sony in the Kolhapur. This well-known
establishment acts as a one-stop destination servicing customers both local and from other parts
of Kolhapur. Over the course of its journey, this business has established a firm foothold in it’s
industry. The belief that customer satisfaction is as important as their products and services,
have helped this establishment garner a vast base of customers, which continues to grow by the
day. This business employs individuals that are dedicated towards their respective roles and
put in a lot of effort to achieve the common vision and larger goals of the company. In the near
future, this business aims to expand its line of products and services and cater to a larger client
base. In Kolhapur, this establishment occupies a prominent location in Bindu Chowk. It is an
effortless task in commuting to this establishment as there are various modes of transport
readily available. It is known to provide top service in the following categories: Mobile Phone
Dealers, Mobile Phone Dealers-Samsung, Mobile Phone Accessory Dealers, Mobile Phone Dealers-
Sony, Mobile Phone Dealers-Nokia, Mobile Phone Dealers-Oppo,

18
INSTITUTION OF
MANAGEMENT,KOLHAPUR

Phone Dealers, Mobile Phone Accessory Dealers-Nokia.

2 PRODUCTS AND SERVICES OFFERED:

Hira Panna Communications Pvt Ltd in Bindu Chowk has a wide range of products and / or
services to cater to the varied requirements of their customers. The staff at this establishment are
courteous and prompt at providing any assistance. They readily answer any queries or
questions that you may have. Pay for the product or service with ease by using any of the
available modes of payment, such as Cash, Debit Cards, Cheques, Credit Card. This
establishment is functional from 10:00 - 18:15.

19
INSTITUTION OF
MANAGEMENT,KOLHAPUR

CHAPTER NO: 3

RESEARCH METHODOLOGY

20
INSTITUTION OF
MANAGEMENT,KOLHAPUR

2.1 Research Methodology:

Research methodology is the specific procedures or techniques used to identify, select, process, and
analyze information about a topic. It is necessary for a researcher to design a methodology for the problem
chosen. One should note that even if the method considered in two problems is same the methodology
may be different. It is important for the researcher to know not only the research methods necessary for
the research under taken but also the methodology.

2.1.1. Definition:

A research method is a systematic plan for conducting research. Sociologists draw on a variety of both
qualitative and quantitative research methods, including experiments, survey research, participant
observation, and secondary data. Quantitative methods aim to classify features, count them, and create
statistical models to test hypotheses and explain observations. Qualitative methods aim for a complete,
detailed description of observations, including the context of events and circumstances.

2.2. Objective Of Study

1. To study the factors for consumers preferences towards iPhone over other brands.

2. To identify the loyal customers of iPhone users.

3. To analyses Consumer’s preferences towards iPhone.

2.3. Source Of Data

2.3.1. Primary Data:

Questionnaires for in-depth discussions with various respondents to be interviewed during primary survey
were designed during this phase. List of contacts were also prepared during this phase. This involved
online google form based semi-structured questionnaires with various respondents.

2.3.2. Secondary Data:

Secondary data are those which have been collected by someone else and which already have been passed
through statistical process. When the secondary data are sufficient, the researcher has to be satisfied with the
primary sources of data. Secondary data can be used as bases for comparison with primary data have been
collected by questionnaire.

Ex. internet, newspaper, magazines and companies web sites

21
INSTITUTION OF
MANAGEMENT,KOLHAPUR

2.3.3. Sample Design:

A sample design is a definite plan for obtaining a sample from a given population. It refers to the
technique or the procedure the researcher would adopt in selecting items for the sample. Sample design
may as well lay down the number of items to be included in the sample i.e., the size of sample. Sample
design is determined before data are collected. It should have Efficiency, Flexibility, and Reliability.

2.3.4. Sample Technique:

Questionnaire method

2.3.5. Sampling unit:

Kolhapur city.

2.3.6. Sampling Method:

Stratified random sampling method

2.3.7. Literature review

1. Future sales prediction of iPhone Using Amazon Review’s data Dissertation submitted in part
fulfilment of the requirements for the degree of [MSc in Information Systems with Computing] at
Dublin Business School Submitted By Kanak Sharma MSc in Information systems with Computing 2018.
In this research, predicted sales of iPhone cell phone models using Amazon reviews information
extracted from Amazon.in. Starting with extraction, classifying and
then cleaning of data, particularly it’s showed that how different web and text mining techniques can be
applied to organise this unstructured text data in a numerical and computable format which further can be
used in Algorithmic models in R. For prediction used multiple regression models as MLR, SVM and TS
prediction, the resultant data of each regression model is then
compared and depending on these results the best model is selected. Additionally, using Tableau we
presented results in the form of line/bar graphs of each model and how the end results are different when
compared based on sales, month, year and as a whole. The result is more targeted on the sales prediction of
any product sold on amazon and reviewed by customers on Amazon.

2. Navigating through the competitive global Android smart phone market, case study on iPhone
Arike, Allar (2015) As the global smartphone market matures, most former major players have found
their selves either obsolete or on the verge of becoming obsolete. This has allowed

22
INSTITUTION OF
MANAGEMENT,KOLHAPUR

smaller and more players such as iPhone to emerge to the scene. Producing products with the same
specifications than Samsung or HTC, iPhone has managed to bring price down to half of the competitors
offering. iPhone, a Chinese company, founded in December 2013 has managed to achieve global sales of
over 1.5 million units with the help of scarcity, controversial marketing campaigns and superior value.
This despite any traditional advertising such as TV or billboard advertisements and without having single
shops outside China. iPhone employs rather unique purchase process that requires an invite to have a
right to purchase their products.

3. Customers Perspective of a Non-Reward Referral Marketing A Case Study of iPhone Smartphone

Manufacturer Dennis Luu Muhamad Lubwama Sebisubi January 2016. The aim of this study is to analyse
how a non-reward referral program can be operated without offering a real incentive to one referring
someone else to a company. A case of iPhone smart phone Manufacturer Company is used to illustrate
the topic under study in the introduction chapter to give the reader a clear picture of the study. The
research concludes that product quality factor is most essential for a functional non-reward referral
system. But also, what consumer behavior does a company have to create in their customer, in order for
such a system should work.

4. Fred Robins (2003) a study inferred that there is a blending of technology and imagination to
build a product, whose innovation is based on the personalization, advancement of different generations
of mobile handsets to be aligned with the internet speed and technology.

5. Dr. Dawar Sunny (2019) a study iPhone brand is considered the most preferred brand in the
Rajasthan than apple. The results have shown that iPhone consumers appear to be brand loyal, willing to
pay a premium price and have a great community sense than apple consumers. The data was collected
using the consumer survey method. The usable questionnaires were collected from 275 consumers.

6. Mr. Bankapur Bangarappa and Dr. Shiralashetti A.S (2017) a study Customers preferred brand
image, features, battery backup, and resale value with an expected price. Today, every company is facing
tough competition in the world. Customer satisfaction is the most critical event in management, and
companies are trying to identify the needs, wants, and demands of the customers.

7. A study on harmful or potentially disturbing behavior of cell phone users on Joel Billieux
(2017) a study despite its clear advantage, cellular phone use has-been associated with harmful or
potentially disturbing behaviors; the mobile phone’s problematic use is considered an inability to
regulate one’s mobile use.

23
INSTITUTION OF
MANAGEMENT,KOLHAPUR

8. A study on the impact of social media on buying behavior towards iPhone smartphones, Gupta
Riddhi and Priyanka (2016) social media like Facebook, Twitter, and Instagram have become an essential
part of our lives. The number of users on social media is increasing day by day. With the help of social
media, it is possible to communicate with customers effectively. It provides a platform to interact with
10 consumers. With the help of such interaction, it is possible to identify the needs and wants of
consumers. From various studies, it is found that consumers can make decisions related to purchase and
help to formulate marketing strategies. Due to the importance of social media, marketers advertise their
products through social networking sites. Social media is also having a positive impact on the buying
behaviour of a consumer. Due to its importance in the present scenario, it is essential to study its effects
on consumers buying behaviour regarding iPhone Smartphone.

9. Kannusamy K and Karthika S (2015) a study on customer satisfaction towards iPhone

smartphone. Customers satisfaction is a growing concern among Indian businesses. The consumer
with higher education, information, and awareness demands better value for money. Retaining
current customers and winning future customers is becoming an increasingly challenging task for
Indian marketers. Today, the customers are considered a king, and their buying behaviour has become
the focal point of the business world’s attention. Globalized companies face stiff competition and
have to develop products and strategies to develop products and strategies to attract customers.

10. A study on customer expectation while purchasing smartphones by Mrs. Jagadhambal A and
Mrs. Karpagambigai K (2015) Business always starts and closes with customers and hence the customers
must be treated like the King of the market. All the business enhancements, profit, status, image of the
organization depends on customers. Hence all organizations need to meet all the customers’ expectations
and identify that they are satisfied customers.

11. A study on factors influencing on customer brand preference by Subramanyam and

Venkateswarlu (2012) income, advertising, and education level in a family determine factors of owning
a phone set. The study was conducted on factors influencing mobile phone buyer’s buyer behavior in
India Kadapa district. The researchers study the various type of marketing strategies
play in the consumer buying process.

12. A study customer brand attitudes towards the mobile phone by Liu Mack and Sharpies (2009)
showed that availability is the most crucial determinant of mobile choice. Other attributes, particularly
features, aesthetics, and cost, have implications for mobile brand choice.

24
INSTITUTION OF
MANAGEMENT,KOLHAPUR

13. A study customer brand attitudes towards the mobile phone by Liu (2002) in a recent paper,
analyzed and found that the choice of the mobile phone is characterized by two distinct attitudes
towards brands: attitudes towards the mobile phone brand and attitude towards the network. Customer
choice of mobile phone brand is mainly affected by new features more than size. This trend of
choosing is definitely towards phones with a better capacity larger screen.

14. A study customer brand preference of mobile by Lee and feich (2001) argue that customer
satisfaction contributes positively to customer retention. Lee and feich (2001) found that switching
cost plays a vital role in explaining the link. Switching costs further linked with quality. The
mobile company focus on quality will increase customer satisfaction.

15. A study on Customer Brand Preference According to the view of (Raj, 2013), Customer Brand
Preference is the highest value of philosophy of the model which can lead to study the customers and
organizations views towards brand preference factors and approaches. This philosophy can assist to
investigate the preference of customers for the brand in order to become loyal for the brand.
Organizations can identify and increase their brand image, brand equity and brand awareness in the
mind share of customers.

16. A study on Cell phone users and preference for brand by Harris (2018) According to the latest
survey of cell phone users by Harris, 54 per cent of U.S. adult cell phone users say they have no
preference for an existing brand or a new one offered by their service provider. Meanwhile, the rest
differ in opinion between interest in a new brand 27 per cent and an existing brand 19 per cent. The
survey also showed that 64 per cent of respondents agree that more competition among cell phone
manufacturers will lead to product innovation. 40 per cent believe it will ensure more choices in the
marketplace.

25
INSTITUTION OF
MANAGEMENT,KOLHAPUR

CHAPTER NO: 4
DATA ANALYSIS
AAND
INTERPRETATION

26
INSTITUTION OF
MANAGEMENT,KOLHAPUR

1. Gender:

Table no: 01

Particular No of Percentage
respondent
Male 28 56
Female 22 44
Total 50 100

SOURCE FIELD DATA

Graph no: 01

Gend
Response

M Fe
Cateo

Interpretation:

From the above graph it is clear that 56% are male and 44% are female.

27
INSTITUTION OF
MANAGEMENT,KOLHAPUR

2. Age:

Table no: 02

Particular No of respondent Percentage

16-20 15 30
21-25 20 40
26-30 10 20
31-35 5 10
Total 50 100
Source: Field data

Graph no: 02

Age
Response

1 2 2 3
Categ

Interpretation:

The above graph tells us about the age category so per data age 16-20 are

40%, then agecategory 21-25 are 30% and age category of 26-30 are

20% and age category 30-35 are 10%

28
INSTITUTION OF
MANAGEMENT,KOLHAPUR

3. What was your experience for using iPhone?

Table no: 03

Particular No of Percentag e
respondent
Less than 2 years 14 28
More than 2 years 14 28
More than 5 years 22 44
Total 50 100
Source: Field data

Graph no: 03

What was your experience for using iPhone?

Response

Less than 2 More than 2 More than 5

years

Interpretation:

From the above graph it is clear that there is tie between less than 2

years and more than 2 yearswho are using iPhone which is 28% for

less than 2 years and 28% more than 2 years and 44% is for more than

5 years.

29
INSTITUTION OF
MANAGEMENT,KOLHAPUR

4. While buying iPhone what are your preferences?

Table no: 04

Particulars No of respondent Percentag e

iPhone store 13 26
Authorized service store 12 24

Accessories 15 30
Other 10 20
Total 50 100
Source: Field data

Graph no: 04

While buying iPhone what are your preferences

Response

iphone Authorized Accesso Ot

service store

Interpretation:

From the above graph it is clear that 26% of people have purchased

their phone through iPhone store. 24% people have purchased their

phone through Authorized service store. 15% have purchased

accessories store and remaining 20% have purchased for different

sources that is others.

30
INSTITUTION OF
MANAGEMENT,KOLHAPUR

5. How would you rate your commitment with your preference brand?

Table no: 05

Particulars No of respondent Percentag e

Very uncommitted 2 4
Uncommitted 10 20
Fair 11 22
Committed 17 34
Very committed 10 20
Total 50 100
Source: Field data.

Graph no: 05

How would you rate your commitment with

yourpreference brand?
Response

Very uncommitted Fair commi Very

Interpretation:

From the above graph the brand commitment for iPhone. 34% people

are committed with the brand and 22% are fair with the brand. And

there is tie between very committed and uncommitted that is 20% for

very committed and 20% uncommitted and 4% very

uncommittedwith their brand.

31
INSTITUTION OF
MANAGEMENT,KOLHAPUR

32
INSTITUTION OF
MANAGEMENT,KOLHAPUR

6. Which model of iPhone you are using?

Table no: 06

Particulars No of respondents Percentage

iPhone X 5 10
iPhone 11 9 18
iPhone 11 pro 5 10
iPhone 11 pro 3 6
max
iPhone 12 2 4
iPhone 12 pro 2 4
iPhone 12 pro 1 2
max
iPhone 13 1 2
iPhone 13 mini 11 22
iPhone 13 pro 8 16
iPhone 13 pro 3 6
max
Total 50 100
Source: Field data

Graph no: 06

Which model of iPhone you are using?

iphone X iPhone 11 iPhone 11iPhone 11iPhone 12iPhone 12iPhone 12iPhone 13 iPhone 13iPhone 13
proproproprompropro

33
INSTITUTION OF
MANAGEMENT,KOLHAPUR

Interpretation:

From the above graph, the iPhone 13 mini have a greater number of

customers using that phoneand that is 22%. And then comes iPhone 11

that is 18% and iPhone 13 pro have 16% of customers then there is tie

between iPhone X and iPhone 11 that is iPhone X that’s is 10%

andiPhone 11 10% and the same criteria goes for other models like

iPhone 11 pro max and iPhone13 pro max with 6% each, and iPhone

12 and iPhone 12 pro with 4% each and iPhone 12 pro max and

iPhone 13 with 2% each.

34
INSTITUTION OF
MANAGEMENT,KOLHAPUR

7. What is your purpose for using iPhone?

Table no: 07

Particulars No of respondents Percentag e

Business 9 18
Academics 1 2
Trading 4 8
Gaming 15 30
Entertainment 21 42
Total 50 100
Source: Field data

Graph no: 07

What is your purpose for using iPhone?

Response

Busi acade tradin ga entertain

g

Interpretation:

From the above graph, most of the customers have selected iPhone for

entertainment purpose that is 42% and 30% for gaming purpose and

18% for business purpose and for trading 8% andfor academics 2%

35
INSTITUTION OF
MANAGEMENT,KOLHAPUR

8. Why do you want to buy this brand?

Table no: 08

Particulars No of respondents Percentag e

Brand Performance 10 20
Price Performance 4 8
Battery life 17 34
Quality 10 20
Design 0 0
Camera 8 16
Security 1 2
Total 50 100
Source: Field data

Graph no: 08

Why do you want to buy this brand?

Response

br p battery qu de ca sec
performance
Cateo

Interpretation:

From the above graph, battery life has highest rating that is 34% and

there is tie between brandperformance and quality with each having

20% rating each. 16% customers have selected camera and 8% for

price performance and security for 2% and 0% for design.

36
INSTITUTION OF
MANAGEMENT,KOLHAPUR

9. How camera features are important to you of iPhone?

Table no: 09

Particulars No of Percentage
respondents
Picture quality 20 40
Speed 1 2
Resolution 15 30
Pixel capacity 14 28
Total 50 100
Source: Field data

Graph no: 09

How camera features are important to you of iPhone?

Response

Picture S Resolu Pixel

Cateo

Interpretation:

From the above graph, the important feature of iPhone is picture

quality as per the responses collected that is 40% and then comes

resolution and picture quality and then speed with 30%, 28%, 2%

respectively.

37
INSTITUTION OF
MANAGEMENT,KOLHAPUR

10. How would you rate your commitment with your preference brand?

Table no: 10

Particulars No of respondents Percentag e

Very Committed 8 16
Committed 17 34
Fair 16 32
Uncommitted 8 16
Very Uncommitted 1 2
Total 50 100
Source: Field data

Graph no: 10

How would you rate your commitment with your preference brand?
Response

Very Commit F Uncommit Very

Cateo

Interpretation:

From the above graph the brand commitment for iPhone. 34% people

are committed with the brand and 32% are fair with the brand. And

there is tie between very committed and uncommitted that is 16% for

very committed and 16% uncommitted and 2% very

uncommittedwith their brand.

38
INSTITUTION OF
MANAGEMENT,KOLHAPUR

39
INSTITUTION OF
MANAGEMENT,KOLHAPUR

11. Where do you rank iPhone on the basis of performance and reputation?
Table no: 11

Particulars No of respondents Percentage

5 13 26

4 15 30

3 14 28

2 7 14

1 1 2

Total 50 100

Source: Field data

Graph no: 11

Where do you rank iPhone on the basis of performance

Response

andreputation?

Interpretation:

The rank category was 5- excellent, 4- above average, 3- average, 2- below average, 1- poor. So, from the above

graph, the customers have selected above average that is 30% and averagehas 28% while excellent also have 26%

votes and below average and poor have 14% and 2% respectively

40
INSTITUTION OF
MANAGEMENT,KOLHAPUR

41
INSTITUTION OF
MANAGEMENT,KOLHAPUR

CHAPTER NO: 5

FINDINGS, RECOMMENDATIONS AND CONCLUSIONS

42
INSTITUTION OF
MANAGEMENT,KOLHAPUR

FINDINGS
1. Most of the respondents have More than 5 years of iPhone user experience.

2. The most preferred iPhone used by the youngsters is iPhone 13 mini and pro, and iPhone
11.
3. One of the most basic needs of youngsters in smartphone category is

Entertainment, Battery life,Camera, Quality and Brand performance.

4. While buying iPhone youngsters are looking forward for specifications

like design, operatingsystem, RAM, storage, battery life, camera, screen

resolution.

5. The most effective medium for advertisement of iPhone is social media

SUGGESTIONS
1. The most important entertainment platform for youngsters is OTT platform.

So, they should go for OTT platform advertisements rather going for

newspaper and magazines, OTT platform advertisements influences more on

the people. They should spend some expenditure OTT platform

advertisements.

2. Being the price of the iPhone high they should try to reduce prices because

there are many other competitors which can be selling at lower cost.

43
INSTITUTION OF
MANAGEMENT,KOLHAPUR

CONCLUSION
3. The study signifies that the company’s main aim to design a smartphone that

would balance high-end quality with a lower price than other phones in its

class is successful. The study indicates that the brandis successful to

position itself in front of its target audience i.e., youngsters that quality

assurance along with reliability can also be achieved in less competitive price.

The study also reflects that customer satisfaction plays animportant role to

dominate/increase market share in any geographical location. The variables

affecting the study i.e., hardware and software of the product that mainly

attracts youngsters has been carefully analyzed by the company in order to

increase the customer satisfaction rate.

44
INSTITUTION OF
MANAGEMENT,KOLHAPUR

BIBLOGRAPHY

1. Philip Kotler 2000/e- Marketing Management

2. G.C. Beri- Marketing Research

3. Kothari. C.R, (1998).” Research Methodology”, H.S. Poplai for Wishwa

Prakashan, NewDelhi.

4. Philip Kotler., Grey Amstrong., (1999) “Principles of Marketing”, Ashok K. Ghose.,

5. Sharma, K. (2018). Future sales prediction of iPhone using

amazon reviews. Dublin:Dublin business school, Ireland.

6. Lubwama, D. L. (2016). A Case Study of iPhone Smartphone

Manufacturer. New Delhi:ResearchGate.

7. Robins, F. (2003). a study inferred that there is a blending of

technology and imaginationto build a product, London U.K.:

ResearchGate.

8. Sunny, D. D. (2019). a study iPhone brand is considered the most

preferred brand in theRajasthan than apple. Jaipur, Rajasthan:

ResearchGate.

9. (2017). a study Customers preferred brand of smartphone. Mr.

Bankapur Bangarappa andDr. Shiralashetti A.S.

10. Billieux, J. (2017). A study on harmful or potentially disturbing

behavior of cellphoneusers. www.slideshare.net.

11. feich, L. a. (2001). A study customer brand

preference of mobile.www.aimsinternational.org.

12. Harris. (2018). A study on Cell phone users and preference for brand.

45
INSTITUTION OF
MANAGEMENT,KOLHAPUR

London, U.K.: www.scribd.com. 13. K, J. A. (2015). A study on

customer expectation while purchasing smartphones.

www.academia.edu.

13. Liu. (2002). A study customer brand attitudes towards

the mobile

14. phone.www.aimsinternational.org.

15. Lubwama, D. L. (2016). A Case Study of iPhone Smartphone

Manufacturer. New Delhi:ResearchGate.

16. Priyanka, G. R. (2016). A study on the impact of social media on

buying behavior towardsiPhone smartphones. Mumbai:

www.academia.edu.

17. Raj. (2013). A study on Customer Brand Preference. Pune, India:

www.academia.edu.

18. Robins, F. (2003). a study inferred that there is a blending of

technology and imaginationto build a product, London U.K.:

ResearchGate.

19. S, K. K. (2015). a study on customer satisfaction towards iPhone

smartphone. Chennai,India: www.academia.edu.

20. Sharma, K. (2018). Future sales prediction of iPhone using

amazon reviews. Dublin:Dublin business school, Ireland.

21. Sharpies, L. M. (2009). A study customer brand attitudes

towards the mobile phone.www.uok.ac.in.

22. Sunny, D. D. (2019). a study iPhone brand is considered the most

preferred brand in theRajasthan than apple. Jaipur, Rajasthan:

46
INSTITUTION OF
MANAGEMENT,KOLHAPUR
ResearchGate

QUESTIONNAIRE

“A Study on Youngsters Preference Towards iPhone”

1. Gender:

• Male

• Female

2. What is your age group?

• 16-20

• 21-25

• 26-30

• 31-35

3. What was your experience for using iPhone?

• Less than 2 years

• More than 2 years

• More than 5 years

4. While buying iPhone what are your preferences?

• iPhone store

• Authorized service store

• Accessories

• Other

5. How would you rate your commitment with your preference brand?

• Very uncommitted

• Uncommitted

• Fair

• Committed

• Very committed

47
INSTITUTION OF
MANAGEMENT,KOLHAPUR

6. Which model of iPhone you are using?

• iPhone X

• iPhone 11

• iPhone 11 pro

• iPhone 11 pro max

• iPhone 12

• iPhone 12 pro

• iPhone 12 pro max

• iPhone 13

• iPhone 13 mini

• iPhone 13 pro

• iPhone 13 pro max

7. What is your purpose for using iPhone?

• Business

• Academics

• Trading

• Gaming

• Entertainment

8. Why do you want to buy this brand?

• Brand performance

• Price performance

• Battery life

• Quality

• Design

• Camera

48
INSTITUTION OF
MANAGEMENT,KOLHAPUR

9. How camera features are important to you of iPhone?

• Picture quality

• Speed

• Resolution

• Pixel Capacity

10. How would you rate your commitment with your preference brand?

• Very uncommitted

• Uncommitted

• Fair

• Committed

• Very committed

11. Where do you rank iPhone on the basis of performance and reputation?

• 5

• 4

• 3

• 2

• 1

49