1Assistant Professor, Symbiosis Institute of Business Management, Hyderabad Symbiosis International University, Hyderabad, Telangana, India.
2Associate Professor, Symbiosis Institute of Business Management, Hyderabad Symbiosis International University, Hyderabad, Telangana, India.
Online published on 4 October, 2017.
This study probes the Consumer's awareness about Apple's i-Phones. It studies their perception towards Apple's i-Phones and analyses the factors which influence the purchase of these phones. It is a descriptive research and the focus is on quantitative as well as qualitative analysis. The study is based on analyses of primary data, which was collected by administering a questionnaire to a sample of 77 consumers, who were mostly college going students and working professionals. The primary data was analysed by using tools like frequencies and Factor analysis. The study revealed that major factor influencing the purchase of Apple i Phone was “Easy of Use”.
Apple i-Phone, Factors, Influence, Perception
