Mac vs Pc
PCs vs. Macs
Marketing Research Report
December 8, 2011
_________________________
Whit Chapman, Emily Choi, and
Candice Harden
Table of Contents:
Executive Summary…………………………………………………….Page 2
Research Motivations…………………………………………………..Page 4
Secondary Research……………………………………………………Page 4
Focus Group Analysis…………………………………………………..Page 4
Survey Analysis……………………………………………………….…Page 7
Works Cited ………………………………………………….…………..Page 10
Appendix ………………………………………………….……………...Page 11
Executive Summary
After noticing Apple’s strong marketing campaign and brand image, our group decided to research the difference in consumer perceptions of Macs and PCs. We hoped to find statistically significant findings that would allow us to direct PC companies on how best to go about creating a stronger, more positive brand image. Several key conclusions emerged from our secondary data, focus group, and survey results: * Consumers, regardless of their operating system, expressed high satisfaction with their purchase concluding a pattern of confirmation basis * Though both Mac and PC users preferred their own product choice, Mac users gave much higher ratings to Macs then PC users gave to PCs. This demonstrates a higher amount of pride in the brand. * PC owners identified price and practicality as some of the most important reasons that they chose a PC. We suggest that PC companies leverage this finding to better communicate to prospect PC users
The below table demonstrates the strength with which each brand’s consumers rated a number of key product attributes:
Characteristic | Mac | PC | Weight | Mac Weighted | PC Weighted | Price | 3.29 | 5.99 | 5.52 | 10.83 | 35.94 | Picture Quality & Display | 6.13 | 5.45 | 5.5 | 37.49 | 29.77 | Security/Virus Protection | 6.09 | 4.04 | 5.19 | 36.97 | 16.2 | Sound System | 5.05 | 4.76 | 4.33 | 25.43 | 22.53 | Number of USB Ports | 4.61 | 5.21 | 4.39 | 21.21 | 27.25 | Battery Life | 5.67 | 4.53 | 5.9 | 32.36
Marketing Research Report
December 8, 2011
_________________________
Whit Chapman, Emily Choi, and
Candice Harden
Table of Contents:
Executive Summary…………………………………………………….Page 2
Research Motivations…………………………………………………..Page 4
Secondary Research……………………………………………………Page 4
Focus Group Analysis…………………………………………………..Page 4
Survey Analysis……………………………………………………….…Page 7
Works Cited ………………………………………………….…………..Page 10
Appendix ………………………………………………….……………...Page 11
Executive Summary
After noticing Apple’s strong marketing campaign and brand image, our group decided to research the difference in consumer perceptions of Macs and PCs. We hoped to find statistically significant findings that would allow us to direct PC companies on how best to go about creating a stronger, more positive brand image. Several key conclusions emerged from our secondary data, focus group, and survey results: * Consumers, regardless of their operating system, expressed high satisfaction with their purchase concluding a pattern of confirmation basis * Though both Mac and PC users preferred their own product choice, Mac users gave much higher ratings to Macs then PC users gave to PCs. This demonstrates a higher amount of pride in the brand. * PC owners identified price and practicality as some of the most important reasons that they chose a PC. We suggest that PC companies leverage this finding to better communicate to prospect PC users
The below table demonstrates the strength with which each brand’s consumers rated a number of key product attributes:
Characteristic | Mac | PC | Weight | Mac Weighted | PC Weighted | Price | 3.29 | 5.99 | 5.52 | 10.83 | 35.94 | Picture Quality & Display | 6.13 | 5.45 | 5.5 | 37.49 | 29.77 | Security/Virus Protection | 6.09 | 4.04 | 5.19 | 36.97 | 16.2 | Sound System | 5.05 | 4.76 | 4.33 | 25.43 | 22.53 | Number of USB Ports | 4.61 | 5.21 | 4.39 | 21.21 | 27.25 | Battery Life | 5.67 | 4.53 | 5.9 | 32.36
Cited: Fried, Ian. "Are Mac Users Smarter? - CNET News." Technology News - CNET News. Web. Oct. 2011. <http://news.cnet.com/2100-1040-943519.html>. “You’re your Tech Tendencies Tell About You.” CBS News. Web. Oct. 2011. <http://www.cbsnews.com/ stories/2008/06/27/scitech/pcanswer/main4214314.shtml?source=RSSattr=PCAnswer_4214314 Appendix