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Dr. Supriya M. Kalla Ishan Aneja
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Steve Jobs established the Apple Company in 1971. Since then it has delivered and produced the
best products and have become a brand to reckon with. It is one of the most well-known
electronics companies of the world and Apple consumers are brand loyal as well as they tend to
associate themselves with the brand. .Main motive is to know the consumer and their behavior
with respect to apple ipod and the tool chosen here is consumer behavior (questionnaire).

The project report consists of the evolution of the behavior of different consumers in respect of
the product quality, availability, perceptions etc. This gives us a holistic view about the
customers and their preferences about apple ipod.

The report also consists of a review where it is explained that consumers behavior is very
important in marketing point of view. In this report the customer satisfaction index level was
calculated with the help of the framed questionnaire which was filled in the malls where the
respective showrooms are established.









 

 
 is defined as a condition or situation in which something is required or wanted; a requisite.

 has been defined in the social context as the quality of being one of a kind; "that
singularity which distinguishes one from all others, especially social or work group members".

Need For Uniqueness (NFU), consumers' need for uniqueness, is an individual's pursuit of
differentness relative to others that is achieved through the acquisition, utilization, and
disposition of consumer goods for the purpose of developing and enhancing one's personal and
social identity.

?A natural consequence of a high need for uniqueness is the inclination to acquire unique or
scarce products for consumption or display as these products help provide differentiation from
³the others´, helping them to stand apart. For instance, high-uniqueness consumers are very
likely to prefer distinct product designs with attributes that ³define the person as different from
members of his or her reference group´.

Thus, high-uniqueness individuals may be unwilling to promote a product for fear that others
will buy it and decrease its exclusivity.




  

The Apple iPods are aesthetically pleasing and so it is one of the most stylish series of media
players on the market. It also has a large screen, which ranges from 1.5 ± 2.5 inches and which
can view various visual content and media. There is also a range of storage space ranging from
1GB ± 160GB. It is of no matter if you are a party DJ and need thousands of songs at your
disposal or you are just need to jazz up your life with a bit of music, the Apple iPod series has
various sizes to suit your taste and budget. They also come in many different ranges of colours
than other music players which only come either in one or two colours.

The Apple iPod has the ability to be connected to a dock station where sounds emitted from the
Apple iPod, can be amplified and this is perfect for parties.The Apple iPod¶s uniqueness has
made it a worldwide phenomenon and has been a revelation to the media player industry. Not
only this but the Apple iPod has so many functions and styles that it has become popular with all
generations, all over the world.

















 


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pesearch design means adopting that type technique of research which is most suited for the
research and study of the problem. For the study and the research of the problem proper material
has to be selected and collected for the investigation.
³A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.´



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The project consisted of the behavior of consumer for the brand ³apple ipod´. The required
information for the project was gathered through the following ways:-

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In this project I have used primary data for the purpose of knowing consumer reponse and
their buying behavior with respect to apple ipod. The primary data includes questionnaire and
field work in Jawalaheri, New Delhi.

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Secondary is something which is known as second hand data. Firstly I is collected by
somebody and then used by others for their purpose. Here in my project I have used secondary
data such as company website and other websites for the purpose of making the research.


 

  
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The target population is the collection of elements or objects that process the information sought
by the researcher and about which inferences are to be made. In this project target population
involves the users and buyers of apple ipod. The users include the young population. The
deciders and the buyers mostly include the young generation who buy the product from the
market.

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It denotes the number of elements to be included in the study. Due to time constraints the sample
size chosen is 15.












 

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"If you cannot measure it, you cannot improve it." -Lord William Thomson Kelvin (1824-1907)

As one of the measurements of the performance of the Quality Management System, the
organizations shall monitor information relating to customer perception as to whether the
organization has met customer requirements. The methods for obtaining and using this
information shall be determined"

Trends in customer satisfaction and key indicators of customer dissatisfaction shall be

documented and supported by objective information. These trends shall be compared to those of
competitors, or appropriate benchmarks, and reviewed by senior management."

Customer expectations are the customer-defined attributes of your product or service you must
meet or exceed to achieve customer satisfaction. Customer Expectations are of two types -
Expressed and Implied.

.+" Customer Expectations are those requirements that are written down in the contract
and agreed upon by both parties, for example, product specifications and delivery requirements.
Supplier's performance against these requirements is most of the times directly measurable.
)+( Customer Expectations are not written or spoken but are the ones the customer would
'expect' the supplier to meet nevertheless. For example, a customer would expect the service
representative who calls on him to be knowledgeable and competent to solve a problem on the
spot.

There are many reasons why customer expectations are likely to change over time. Process
improvements, advent of new technology, changes in customer's priorities, improved quality of
service provided by competitors are just a few examples.

The customer is always right. Supplier's job is to provide the Customer what he wants, when he
wants it. Customer Satisfaction is customers' perception that a supplier has met or exceeded their
expectations. It is therefore important to periodically update our knowledge of customer
expectations.




 
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This matrix shows the rating/ scores given by the respondents on the
performance of the apple ipod. The performance matrix is shown below

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To sum it all up, there are many ways to show that the iPod has had a huge impact on the world,
and even though it hasn't been around too long, it already has a large history behind it. It has
impacted the lives of musicians, those who enjoy music, and those who are looking for a new
way in music. It has also made a huge transition from compact discs', and MP3 players. It has
changed the music industry by providing a new and improved way to listen to music. It is a very
popular electronic that most people around the world have, or at least know about. Not only can
you listen to music, but you can get on the internet, play games, download applications, and
record as well as watch videos. They can be used in many circumstances, ranging from traveling
to school or work, study, exercise, or even just relaxing. The innovation the iPod has on the
world is shocking, and still seems to be continuing.

Apple has received much acclaim and praise for the iPod because of how well it is designed and
built. In this time of cheap, throwaway electronic products it seems somewhat unbelievable that
such quality products are still being produced. The iPod might not have as much smooth sailing
as it has had in the past with new challenges coming from both Creative and Philips.

The price of the iPod still remains a stumbling block for many consumers. At a suggested retail
price of $399 US for the 15 GB unit, it is easy to understand why many users hesitate to purchase
an iPod. Apple has always been known for prices that are higher than its competition and many
Apple users say that when you buy Apple, you are paying a bit more for the design and user
friendliness that you can't get with other products.