Apple Inc

Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. For example, Apple released the fourth generation iPhone and in June 2010 and second generation iPad in April 2011 respectively. Apple has established a unique reputation in the consumer electronics industry. However, the station has found itself squeezed by intense competition from Samsung, HTC and Nokia in recent years.

In October 2011, the purpose of this survey is to find out the market structure and usage of Smartphone and PC Tablet for the students in City University of Hong Kong. There are 5 aims of this report. This report are (1) to understand the current situation in City University, (2) to outline the habit of users, (3) to identify levels of satisfaction of users, (4) to discover the relationship between brand and personal image, and (5) to investigate the future trend of consumption pattern.

A structured questionnaire was set up and the survey consisted of a self-administered questionnaire which was distributed with the paper. The respondents who were invited to answer the questionnaire were in research or foundation year, students from year 1 to 3 and 600 respondents were collected through face-to-face interviews.

With data analysis by using frequency analysis and descriptive statistics with SPSS and MS Excel, it was found that the customers perceived non-call functions are more important than the call functions when they consider buying a Smartphone. Also, the social networking is the main reason when customers consider buying a PC Tablet.