A STUDY ON CUSOMER SATISFACTION ON APPLE

I PHONE

Submitted in partial fulfillment of the requirement for the award of

Bachelor of Business Administration

By

MYTHILY . D

(Reg No: 39280020)

DEPARTMENT OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT STUDIES
SATYABAMA
INSTITUTE OF SCIENCE AND TECHONOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC
JEPPIAR NAGAR, RAJIV GANDHI SALAI, CHENNAI- 600 119
MARCH-2022

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 BONAFIED CERTIFICATE

This is to certify that this project report is the bonafide work of

D.MYTHILY(39280020) Who carried out the project entitled “A STUDY
OF CUSTOMER SATISFACTION ON APPLE I PHONE” under my
supervision from January 2022 to march 2022

DR.SHETTY DEEPA THANGAM GEETA M.Com; B.Ed; Ph.D

(Internal guide)

DR. BHUVANESHWARI G.,MBA.,PH.D.

Dean-School of Management studies

Submitted for viva voce examination held on

Internal Examiner External Examiner

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 DECLARATION

I AM D. MYTHILY (39280020) hereby declare that the project report entitled “ A

STUDY OF CUSTOMER SATISFACTION ON APPLE I PHONE” done by me

under guidance of Ms. DR. SHETTY DEEPA THANGAM GEETA M.Com; B.Ed;

Ph.D is submitted in partial fulfillment of the requirements for the award of

Bachelor Of Business Administration degree.

PLACE: CHENNAI D. MYTHILY

DATE: 21:04:2022 Signature of the candidates

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 ACKNOWLEDGEMENT

I am pleased to acknowledge my since thanks to board of management of

SATHYABAMA for their kind encouragement in doing this project and for

completing it successfully. I am grateful to them.

I convey my thanks to Dr. bhuvaneshwari, MBA., Ph.D., Dean-School of

management studies and Dr. Palani, M.COM., M.Phil., MBA., Ph.D., Head of

Department, dept.of business administration for providing me necessary support

and details at the right time during the progressive reviews.

I would like to express my since and deep gratitude to my guide Ms. DEEPA

SHETTY THANGAM GEETA M.Com; B.Ed; Ph.D assistant professor, school of

management studies for her valuable guidance, suggestions and constant

encouragement paved way for the successful completion of my project work.

I wish to express my thanks to all teaching non- teaching staff members of the

department of Business Administration who were helpful in many ways for the

completion of the training.

MYTHILY.D

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 ABSTRACT

This report contains the work done during the period which was held in A STUDY
OF CUSTOMER SATISFICATION ON APPLE IPHONE. It not only provides a
different environment, but also helps to get some knowledge about the different
kinds of jobs in that environment.

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 PREFACE

Field study work is a part of management studies which is very important for each and

every management student. The purpose of the field work is to enhance the knowledge

and skills of the student and generate scope for the implementation of his/her acquired

skills and knowledge during his/her BBA course. It also helps to acclimatize the student

with the organization and the industry in which this organization exists. The objective of

the summer training is to see how an organization works and gain knowledge of the

happenings in the business world. Management trainees are trained to manage the matters

of the organization in a planed and systematic manner.

This study has helped us a lot in sharpening our knowledge and has also made us aware

about the happenings of the business world. This learning experience has increased our

competence which would help us in the management of corporate sector.

The main objective of this study was the “A Study on Customer Satisfaction towards

Apple iPhone”.

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TABLE OF CONTENT

Sr. No. Particulars Page No

1. CHAPTER :1

Introduction 1-2

2. Consumer buying decision process 3-5

3. CHAPTER: 2

Company Profile 6

4. CHAPTER: 3 Objectives 7

5. CHAPTER: 4 Research Methodology 8

6. CHAPTER: 5 Literature of review

7. CHAPTER: 6 Data Analysis 9

8. CHAPTER: 7 Recommendations 21

9. CHAPTER: 8 Conclusion 22

10. Bibliography 23

11. Annexure 24
CHAPTER 1

INTRODUCTION

Customer satisfaction means taking complete care of customer by giving them complete

knowledge about the product and about all the feature of that particular product

Customer satisfaction is the end result of your interaction with the customer.

By giving the best customer service and making sure that the customer was given the best

resolution at the end of the call, then we can say that the customer is satisfied even if it's

not verbally said.

According to me customers are those who pay (salary). Satisfaction is the key to

hold the customer for future business. Complete knowledge must be given; each and

every query must be clarified by the seller. If a customer remembers you for future

business then we can say that customer is satisfied.

DEFINITION

According to Harold E Edmondson “Customer satisfaction” is defined as "the

number of customers, or percentage of total customers, whose reported experience with a

firm, its products, or its services (ratings) exceeds specified satisfaction goals.".

Customer satisfaction is defined by whether the customer chooses to do business

with you or your company in the future. Many factors play a role in customer

satisfaction, including customer service, product quality and the ease of doing business.

Companies must consider customer satisfaction as an important role in the lifetime value

of a customer.

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The main aim of marketing is meet and satisfy target customers need and wants buyer

behaviour refers to the peoples or organization conduct activities and together with the

impact of various influence on them towards making decision on purchase of product and

service in a market. The field of consumer behaviour studies how individuals, groups and

organization select, buy, use and dispose of goods, service, ideas, or experience to satisfy

their needs and desire sunder standing consumer behaviour and knowing customer are

never simple. The wealth of products and service produced in a country make our

economy strong. The behaviour of human being during the purchase is being termed as

“Buyer Behaviour”. Customer says one thing but do another. They may not be in touch

with their deeper motivations. They are responding to influences that change their mind

at the last minute. A buyer makes take a decision whether save or spend the money.

Buyer Behaviour:

Buyer behaviour is “all psychological, Social and physical behaviours of potential

customers as they become aware of evaluate, purchase, consume and tell others about

product & service.

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Consumer Buying Decision Process

There are following five stages in consumer buying decision process.

1. Problem identification:

The buying process starts when the buyer recognizes a problem or need. The need can be

triggered by internal or external stimuli. Marketers need to identify the circumstances that

trigger a particular need. By gathering information from a number of consumers,

Marketers can identify the most frequent stimuli that spark an interest in a product

category. They can then develop marketing strategies that trigger consumer interest.

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2. Information Search:

The consumer tries to collect information regarding various products/service. Through

gathering information, the consumer learns about completing brands and their features.

Information may be collected form magazines, catalogues, retailers, friends, family

members, business association, commercial, chamber of commerce, telephone directory,

trade fair etc.

Marketers should find out the source of information and their relative degree of

importance the consumes.

Personal Sources: Family, friends, neighbour, as quittances.

Commercial Source: Advertising, sales persons, dealers, packaging, displays.

Public sources: mass media, consumer, rating organizations.

Experimental sources : Handling. Examine, using the product.

3. Evaluation of alternative:

There is no single process used by all consumers by one consumer in all buying

situations. There is several First, the consumer processes, some basic concepts are:

First, the consumer is trying to satisfy need. Second, the consumer is looking for certain

benefits from the product solutions. The marketer must know which criteria the consumer

will use in the purchase decision.

4. Purchase:

From among the purchase of alternatives the consumer makes the solution. It may be to

buy or not to buy. If the decision is to buy. The other additional decisions are:

Which types of bike he must buy? From whom to buy a bike

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How the payment to be made? And so on. The marketer up to this stage has tried every

means to influence the purchase behaviour, but the choice is properly consumers. In the

evaluation stage the consumer forms preferences among the brands in the choice set. The

consumer may also form an intention to but the most

preferred brand.

5. Post Purchase Evaluation:

After purchase the product, the consumer will experience the same level of product. The

Marketer’s job not end when the product is buying must monitor post-purchase

satisfaction, post purchase action, post-purchase use and disposal.

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CHAPTER 2 COMPANY PROFILE

Apple Inc. is an American multinational technology company headquartered in

Cupertino, California, that designs, develops, and sells consumer electronics, computer

software, and online services. The company's hardware products include the iPhone

smartphone, the iPad tablet computer, the Mac personal computer, the iPod portable

media player, the Apple Watch smartwatch, the Apple TV digital media player, and the

HomePod smart speaker. Apple's software includes the macOS and iOS operating

systems, the iTunes media player, the Safari web browser, and the iLife and iWork

creativity and productivity suites, as well as professional applications like Final Cut Pro,

Logic Pro, and Xcode. Its online services include the iTunes Store, the iOS App Store

and Mac App Store, Apple Music, and iCloud.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to

develop and sell Wozniak's Apple I personal computer. It was incorporated as Apple

Computer, Inc., in January 1977, and sales of its computers, including the Apple II, grew

quickly. Within a few years, Jobs and Wozniak had hired a staff of computer designers

and had a production line. Apple went public in 1980 to instant financial success. Over

the next few years, Apple shipped new computers featuring innovative graphical user

interfaces, such as the original Macintosh in 1984, and Apple's marketing commercials

for its products received widespread critical acclaim. However, the high price tag of its

products and limited software titles caused problems, as did power struggles between

executives at the company. In 1985, Wozniak stepped away from Apple, while Jobs

resigned and founded a new company — NeXT — with former Apple employees.

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 CHAPTER 3

OBJECTIVES OF THE STUDY

⚫ To study consumer motivation for buying a smart phone.

⚫ To analyze the consumer preference for brands of smart phone.

⚫ To determine whether there is a significant difference between preferences for

features of smart phones on the basis of gender.

⚫ To identify the most effective medium for advertisement of smart phone.

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 CHAPTER 4

RESEARCH METHODOLOGY

Research design -The research design refers to the overall strategy that you
choose to integrate the different components of the study in a coherent and
logical way, thereby, ensuring you will effectively address the research problem;
it constitutes the blueprint for the collection, measurement, and analysis of data.

Descriptive research is a study designed to depict the participants in an

accurate way. More simply put, descriptive research is all about describing
people who take part in the study.

Universe- Lucknow

Sample Area – Chinhat and BBD Campus, Lucknow

Sample Size- 100

Sample Unit: Individuals

Data source- Primary data & Secondary Data

The two main sources of data for the present study have been primary data
and secondary data.

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 CHAPTER 5
REVIEW OF LITERATURE

The Performance of IPhone

The Performance of IPhone is the highlight for a buyer to choose the phone with
their lifestyle that important about a decision for overall when customer looking for
product and service. According to Chen and Yang (2012, customer can select the
performance of the product, including product, price, networks, system, and
design, etc. To support consider decision-making when customers purchase a
product or service. In our research concern by four sentences:
• IPhone made by excellent materials that make user can use its effectively.

• I felt satisfied with the features of the IPhone.

• I felt satisfied with ease of use of IPhone.
• I felt satisfied with the online support and iService.
• I felt satisfied with the options of IPhone.

The behavior intention

As report by Nyadzayo and Khajehzadeh (2016), when the company develop their
product and maintain their quality, then the customer will be loyalty and know more
about the product and the company. In addition, customer who has good
experience of the performance of product and service they will be more loyalty. In
definition, loyalty is faithfulness to commit for long or short term that the vision in
the organization for product and service to maintain high quality and development
in the future. A study by Kim, Wong, Chang, and Park (2016), customers can
make suggestions to other people. In our research concern by five sentences:

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 CHAPTER 6

DATA ANALYSIS AND INTERPRETATIONS

TABLE 1

age group

OPINION FREQUENCY PERCENTAGE

18-20 10 16%
21-25 14 23%
26-30 16 26%
31-35 10 16%
36 above 10 16%
TOTAL 100% 100

18-20
17% 16%
21-25

26-30
17%
23% 31-35

36 above
27%

INFERENCE

Age Group between 21-25 & 26-30 uses maximum gadgets so main focus of the
company should be on this age group.

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 TABLE 2

things that you look while purchasing a I Phone

OPINION FREQUENCY PERCENTAGE

12 12%
More power saver
Looks 22 21%
Low maintenance cost 5 5%
Reliability 40 40%

Low price 21 21%

TOTAL 100 100%

More
power
Low price saver
21% 12%

Looks
22%

Reliability(less
chances of
breakdown)
40%
Low
maintenance
cost
5%

INTERPRETATION

Still Users prefer to purchase those cells which are good in reliability instead of features
that cell has.

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 TABLE 3

you know about Apple

OPINION FREQUENCY PERCENTAGE

Family information 30 30%
Friend’s recommendation 25 25%
Dealer’s recommendation 10 10%
Advertisement 35 35%
TOTAL 100 100%

Apple
Family information

30% Friend’s
35%
recommendation
Dealer’s
10% 25%
recommendation
Advertisement

INTERPRETATION

Respondents get knowledge about the Apple through Advertisement , after that family
Recommendations.

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 TABLE 4

satisfied with product quality

OPINION FREQUENCY PERCENTAGE
▪ Strongly satisfied 58 58%
▪ Satisfied 42 42%

TOTAL 100 100%

42%

58%

INTERPRETATION

From the ABOVE TABLE 58% of the respondent are strongly satisfied, and 42% of the
respondent are satisfied.

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 TABLE 5
Smartphone company is better in terms of marketing
OPINION FREQUENCY PERCENTAGE
▪ Apple 58 58%
• Samsung 42 42%

TOTAL 100 100%

INTERPRETATION

Apple gives more marketing competition than Samsung as Apple is more

creative in terms of clever advertisements than Samsung.

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 TABLE 6

Smartphone company better software customization features

OPINION FREQUENCY PERCENTAGE
▪ Samsung 45 45%

• Apple 55 55%

TOTAL 100 100%

45%
55%

INTERPRETATION

Apple gives more attention towards software customization functions than

Samsung. As Apple gives more software satisfaction levels than Samsung
gives.

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 TABLE 7

company is better in terms of overall design architecture?

OPINION FREQUENCY PERCENTAGE
Samsung 42 42%
Apple 58 58%
TOTAL 100 100%

42%
Samsung
Apple
58%

INTERPRETATION

Apple has better deign architecture than Samsung . As Apple gives more
attention towards design aspect than Samsung .

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 TABLE 8
better terms of better software compatibility
OPINION FREQUENCY PERCENTAGE

• Apple 55 55%

• Vivo 45 45%

TOTAL 100 100%

45%
55%

INTERPRETATION

In this race software compatibility apple is in a position to capture the whole

market but they should also know that Samsung is not far away from Vivo.

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 TABLE 9

company provides better battery life

OPINION FREQUENCY PERCENTAGE
▪ Apple 58 58%

▪ Samsung 42 42%

TOTAL 100 100%

42%
Samsung
Apple
58%

INTERPRETATION

Apple has better battery life than Samsung . As Apple gives more attention
towards battery performance than Samsung .

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 CHAPTER 7

RECOMMENDATIONS

• Apple has good brand image in the field of MP3/PVP. But Apple is not
popular in Laptops and Pcs. Company should also promote these
products and utilize its brand image.
• Apple is not advertising much for its product frequently in television
channel etc. advertising should be made frequent to let the people
remembered the name of Apple.
• Relation between the customer and company is the base of growth for any
company.
• Company should maintain good relationship with its big customers such
as institution, corporate, school, colleges and should also have good
relation with the end users.
• Company can send cards and invitation to the customer from time to time
or on certain occasion.
• Hoarding of company product should be kept at prime location where
maximum people can see it.
• Until and unless after sale service of the company is not good, it is not
possible for the company to increase the sale.
• Apple though has very efficient and effective after sale service but there
are areas of improvement.
• IPod is considered to be a trend setter and one of the most wanted items
for the teenagers. This image must be enhanced to even adults owning an
iPod and associating with it.
• It is also meant for people who like to be simple, and that is why the
design of the iPod is simple. But this aspect is forgotten by the consumers
and should be revived.

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 CHAPTER 8

CONCLUSION

APPLE : From the result of the statistic tests, many Apple's user are trendy and
some of them are short -term user. In order to keep these customers, Apple
should always produce new products to avoid losing them .
Beside the result reveal that there is a relationship between age group of the
interviewer and the reasonable price they think . The lower age group of the
reasonable price of a smart phone they think . Apple could attract young buyer by
lowering its price . for instance . Apple can produce new smart phones with lower
cost and hence to lower the price. As a result Apple could increase its market
share , even attract the users of different brands of smart phone.
Apple’s product line has grown rapidly in the past few years. What we have found
to be the most interesting about Apple is how they are very innovative and early
adapters. Samsung stands on the pillars of innovation and excellent customers
services. Samsung and Apple have a good market share but they have to
change their strategies for more coverage of market share.

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 BIBLIOGRAPHY
Books Referred

• Marketing Management - by Phillip Kotler

• Marketing Research - by Naresh Malhotra

• Business Statistic - by Ken Black

Website Referred:

1. www.scribd.com
2. www.blackberry.com
3. www.htc.com
4. www.apple.com
5. www.wikipedia.com
6. www.google.com

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