Understanding Iphone Users - Apple Case Study

MARKETING (MINOR) PROJECT WORK

UNDERSTANDING CUSTOMERS

SUBMITTED BY :

NAME :- ANKITA DEURI

ROLL NO. :- 010201024

TOPIC : UNDERSTANDING CONSUMER BEHAVIOUR ON I-PHONE

TABLE OF CONTENTS

1. INTRODUCTION ( EXECUTIVE SUMMARY )

2. IDENTIFICATION OF TARGET CUSTOMER GROUP

3. RATIONALE FOR DIFFERING CUSTOMER BEHAVIOUR IN DIFFERENT PLACES

4. FACTORS THAT HAVE INFLUENCED iPHONE USERS

5. CONCLUSION

6. LIST OF REFERENCES

INTRODUCTION

It is a line of internet and multimedia enabled smartphones marketed by Apple Inc. The first I Phone was unveiled by Steve Jobs, then CEO of Apple, on January 9, 2007 and released on June 29, 2007. The 5th generation iPhone, the iPhone 4S, was announced on October 4, 2011, and released 10 days later.

On 29th June 2007 Apple launched the iphone in the US amid much fanfare about its touch screen interface, internet capability and ipod features. In spite of its hefty price 170,000 iphones were sold in the first two days and sales topped one million units by September 2007. However Apple received hundreds of complaints from early iphone purchasers when the company reduced the price by half of what was earlier two months after its launch. Apple responded immediately with $100 store credit to any Apple store or Apple website.

The launch of the iphone illustrates some of the questions that can be answered through the study of consumer behavior. Which consumer needs were met by the iphone? What motivated consumers to line up for days outside of Apple and AT&T stores to ensure they were able to purchase the phone? Was the phone so successful? Why did consumers react so negatively to the drop in price? Why did Apple react by offering iphone owners $100 worth of credit? Finding answers to these questions and understanding why consumers behave the way they do is very critical to any firm's success.