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INTRODUCTION
Smartphones can be termed as the basic pre-requisite of every young adult as it describes the
kind of personality the person carries and is ones standard of sophistication. Smartphones
have replaced people to an extent. This research is intended to analyze consumers preference
between Apple and Samsung brands of Smartphone. The principal objective of this research
is to compare between the preference of Apple and Samsung Smartphone on the basis of their
brand preference, usage time, preferred features and brand loyalty through qualitative
method. A good knowledge of consumers brand preference in Smartphone would help in
understanding how brand shapes consumers buying decision and preferences. The
conclusions will apportion with consumer preference between Apple and Samsung
Smartphone.
Brand preference reflects a desire to use a particular company's products or services, even
when there are equally priced and equally-available alternatives. In fact, more often than not,
brand preference indicates a desire to seek out a specific product or service, even when it
requires paying more or expending more effort to obtain it. Brand preference is important to
companies because it provides an indicator of their customers' loyalty, the success of their
marketing tactics, and the strength of their respective brands.
The main objective of the project is to serve the academic purpose as a part of BBA course.
The prime objective of this research is to compare between Apple and Samsung Smartphone
on the basis of their brand components and how different components of brand equity and
identity influence consumer in choosing a particular brand of Smartphone.
For the intension to complete the research project, an attempt was made to collect primary
data using a structured questionnaire. This primary data is used in the study for the purpose of
the further data analysis and interpretations. Primary data will include the filled-in
questionnaire of the ones who use Apple and Samsung Products.
The survey will be the back bone of the entire research work. The secondary data under
consideration will be collected from different secondary sources namely newspapers, e-
articles, internet, etc.
This research study is based on comparison between two big brands in Smart phones which
are Samsung and Apple from consumer preference and perspective. The answers obtained
from the survey answers the preference that consumers have for Apple or Samsung
Smartphone over the other, the relationship between brand equity, and brand identity to
consumer brand preference in Smartphone. The data obtained is analyzed by comparing
Samsung and Apple Smartphone on all the brand equity dimension and brand identity.
1.6 Limitation of the Study: