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101am - 16.EPRA JOURNALS-5580
101am - 16.EPRA JOURNALS-5580
Nandhini.M
Student of III B.Com.(PA), Department of Commerce with Professional Accounting,
Dr. N. G. P Arts and Science College, Coimbatore
Dr. K.Vanaja
Head of the Department, Department of Commerce with Professional Accounting,
Dr. N. G. P Arts and Science College, Coimbatore
ABSTRACT
Smart phones are popular among young generation especially college students. Majority of the students have smart
phones in their hand. This study aims to find out the preference of smart phones among college students in Salem city.
The main objective of the study is to concentrate deeply on the various features that affect the students to prefer a
particular smart phone. The population for this research was college students in the Salem city and according to the
convenience of the researcher to reach the students convenience sampling method was adopted. A constructive
questionnaire was framed and variables such as demographic, technical attributes, features in the smart phones were
included. This was used to collect the primary data from the respondents and secondary data were also used for this
study. Statistical tools such as descriptive analysis and chi-square test were used.
KEYWORDS : Brand preference, Brand Loyalty, Features, Satisfaction.
identify the relation of Perceived Brand Quality, Pakistan” found that. The Study is focus on loyalty
Customer Satisfaction, and Brand Image with concept in advices sector. Brand loyalty It receiving
customer‟s brand loyalty. great deal of attention in telecommunication sector.
Since quality, satisfaction, commitment and trust are
SCOPE OF THE STUDY major antecedents of brand loyalty for
Since the mid-1990s, the mobile phone industry telecommunication sector and for other similar
has sought widespread adoption of mobile data markets.
services, envisioning a new “mobile Internet” with its Jessy John (20ll) in his study “An analysis
own complex value network delivered through on the customer loyalty III telecom sector: Special
Smartphone terminals. With its iphone, Apple rapidly reference to Bharath Sanchar Nigam limited, India“
gained Smartphone market share while spurring concluded that, the purpose of this paper was to
widespread adoption of mobile data services in Investigate the factors that influence customer loyalty
Coimbatore. of BSNL customers. Even though the name provided
by BSNL is very cost effective it is still loosing its
OBJECTIVES OF THE STUDY customer base.
Sivarthina Mohan. R and
To promote level of customer awareness
towards apple iphone Manganathan.(2011) at their study “Conceptual
framework of Mobile Marketing : Spamming the
To find out the factors which influence to
consumer around the world” found that, Mobile
purchase of apple iphone
phones can also be an extremely cost effective
To study the relationship between customer communication channel well as an efficient way of
behaviour and brand loyalty delivering a marketing message. Promotion through
To know the problems faced by apple iphone mobiles has emerged as an integral pan of any
to promote brand loyalty in market. brand„s marketing campaign today.
To offer better suggestion based on the result
of study. DATA ANALYSIS AND
INTERPRETATION
TOOLS FOR ANALYSIS In this chapter the analysis and interpretation of “A
The primary data were coded, classified, study on a brand loyalty and consumer preference
tabulated and analysed. The statistical tools used for towards apple iphone with special reference to
analysis of the study are: Coimbatore city”, is presented based on the opinion of
Simple percentage Analysis samples of 125 respondents selected from Coimbatore
Ranking Correlation city through a questionnaire containing 20 questions.
Chi-square Analysis These were analysed through three different tools and
they are as follows,
LIMITATION OF THE STUDY Simple Percentage analysis
The survey was limited to Coimbatore city Rank Correlation
only, so it cannot be generalizes to all the Chi-square Analysis
centres.
The sample size is limited to 125 due to time SIMPLE PERCENTAGE ANALYSIS
constraint. Simple percentage analysis is the method to
Time is one of the major limitations. represent raw streams of data as a percentage for better
understanding of collected data. Percentage analysis is
applied to create a contingency table from the
REVIEW OF LITERATURE frequency distribution and represent the collected data
Noor-Ul-Ain Nawaz and Ahmad Usman for better understanding.
(20ll)” in their study “What Makes Customers Brand
Loyal: A Study on Telecommunication Sector of
FORMULA:
Number of respondents
Percentage = __________________________x 100
Total no. of respondents
TABLE 1
TABLE SHOWING THE GENDER OF THE RESPONDENTS
GENDER NO OF RESPONDENTS PERCENTAGE (%)
MALE 62 49.6
FEMALE 63 50.4
TOTAL 125 100
(Source: Primary data)
TABLE 2
TABLE SHOWING THE EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
EDUCATIONAL LEVEL NO OF RESPONDENTS PERCENTAGE (%)
HIGHER SECONDARY 25 20
UG 76 60.8
PG 15 12
OTHER 9 7.2
TOTAL 125 100
TABLE 3
TABLE SHOWING THE OCCUPATIONAL STATUS OF THE RESPONDENTS
OCCUPATION NO OF THE RESPONDENTS PERCENTAGE (%)
SELF EMPLOYED 22 17.6
SALARIED 49 39.2
OTHERS 54 43.2
TOTAL 125 100
It is not necessarily a total order of object because ranking themselves are totally ordered.
two different objects can have the same ranking. The
TABLE 4
TABLE SHOWING THE FACTORS INFLUENCE THE RESPONDENTS TO SELECT APPLE IPHONES
FACTORS I (8) II (7) III (6) IV (5) V (4) VI (3) VII (2) VIII (1) TOTAL RANK
BRAND 53 33 14 8 7 7 3 0 834 I
(424) (231) (84) (40) (28) (21) (6) (0)
BATTERY LIFE 21 26 37 15 7 9 8 2 720 II
(168) (182) (222) (75) (28) (27) (16) (2)
DURABILITY 9 8 10 29 25 24 19 1 544 IV
(72) (56) (60) (145) (100) (72) (38) (1)
SOUND 7 8 17 29 19 20 21 4 541 V
QUALITY (56) (56) (102) (145) (76) (60) (42) (4)
CAMERA & MUSIC 6 11 15 6 25 35 22 5 499 VII
(48) (77) (90) (30) (100) (105) (44) (5)
DISPLAY 9 8 11 19 26 18 31 3 512 VI
(72) (56) (66) (95) (104) (54) (62) (3)
FEATURES 19 31 16 14 12 7 16 10 646 III
(152) (217) (96) (70) (48) (21) (32) (10)
CELEBRITY 1 0 5 5 4 5 5 100 204 VIII
ENDORSEMENT (8) (0) (30) (25) (16) (15) (10) (100)
Hypothesis:
Gender Brand Battery durability Sound Camera & Display features total
life quality Music
Male 8 12 3 5 2 2 30 62
Female 11 12 3 3 6 2 26 63
Total 19 24 6 8 8 4 56 125
There is no significant between gender of the respondents and the factors selected by the respondents while
purchasing the apple iphone.
To find out the association between gender and the factors selected by the respondents while purchasing the apple
iphone, chi-square test is used and result is given below.
TABLE 5.1
Chi-Square Test
Calculated value Degree of Freedom Table Value Result
3.252 6 18.548 accepted
SUGGESTIONS
They wide scope for further development Apple
iphones. The world of the smart phone field is not
static, it is always subject to change the technology to
keep abstracted of the technological improvement and
the Appleiphone may need refinement.
They should get the feedback report from the
customer in order to fulfil customers‟ needs
and wants.
They should increase the battery backup.
They should reduce the price in order to gain
more customers and to beat their competitors.
They should provide lot of new models to beat
their competitors.
It is suggested that faced same software of
using all Appleiphones.
It improves the after sales service.
CONCLUSION
This study is conducted from Coimbatore city, Apple
iphones is a highly moving product, when compared to
all other ordinary phones the study about various
aspects of customer satisfaction on Apple iphone in
Coimbatore city satisfied the following objectives,
New technology in Apple iphones
The quality of service provider in Apple
iphones
The application, brand name and price of
Appleiphones etc..,
The survey conducted from Coimbatore city helps to
make identification over is strength and weakness of
Apple iphones.
REFERENCE
1. Noor-Ul-Ain Nawaz and Ahmad Usman
(20ll),“What Makes Customers Brand Loyal:
A Study on Telecommunication Sector of
Pakistan” International Journal of Business
and Social sciences
2. Jessy John (20ll), “An analysis on the
customer loyalty III telecom sector: Special
reference to Bharath Sanchar Nigam
limited”, India International journal of
Management Technology.