Consumer Behaviour Towards Apple

Table of Contents Purpose of the Project 3 Objective of the Project 3 Justification of the Project 4 Significance of the Project 5 Outline of the Project 5 SWOT Analysis 7 Strengths 7 Weaknesses 8 Opportunities 8 Threats 9 Literature Review 9 Range and Pricing of the iPod 9 Marketing Strategy 10 Utility as Product 11 iPod’s Utility is highly improved by Apps 11 Social Status 12 Bandwagon Effect 12 Hypothesis Development 13 Research Methodology 13 Constraints 13 Identifying the Variables 14 Developing a Research Instrument 14 Methodology 14 Selecting a Sample 14 Actual Collection of Data 14 Hypothesis Testing, Result & Conclusion 15 For Owners of the iPod 15 For Non-Owners of the iPod 17 Implications 19 Limitations 20 Future Research 20 References 22 Appendices 25 A. Questionnaire 25 Survey : 1 For Sample of Population who have an iPod 25 Survey : 2 For Sample of Population who don’t have an iPod 27 B. Survey Analysis 28 Survey : 1 For Sample of Population who have an iPod 28 Survey : 2 For Sample of Population who don’t have an iPod 32

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Purpose of the Project

Apple launched iPod, the world’s first portable hard disk media player in 2001. The launch of the iPod has brought about a revolution in the music industry with preferences of the consumers having changed from physical sales to digital sales. We would study the iPod phenomenon and the factors that have led to its tremendous consumer response.
Currently, Apple iPod is the leader in portable music player devices all over the world. With sales of more than 45 million iPods in the period from July 2010 to June 2011, iPods have a major chunk in the share of Apple’s revenues apart from the iPad and the iPhone. We therefore plan to analyse the factors impacting the sustainability of the iPod, since 11 years of its launching.
Through this project we aim to understand the

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