Group 2
Dung Nguyen
Linh Nguyen
Anh Nguyen
Dung Tran
Katarina Djakovic
Devin Dorman
Identify consumer preferences in regards
to the new iPhone 5s
Survey the likelihood of consumer
purchase of the new iPhone 5
Explore consumer perception and attitude
towards the new iPhone 5s and Apple
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Survey designed to gain insights into respondents preference for
the new iPhone 5S
Multi-choice questions were utilized to make the survey uniform
and easy for respondents, as well as to provide a high level of
ordinal data for analysis
Open ended questions allowed mutually exclusive responses and
displayed specific preferences
From pre-test feedback, question order was changed and revised
for clarity.
The questionnaire contains 14 multiple choice questions, 2
ranking questions, 2 check-all-that –apply questions and 2 free
response questions.
Ranking significant factors that influence
Smartphone purchase: price, performance, brand
name, latest model, features
Brand awareness, usage, rating according
to participants
iPhone 5S awareness, ownership, and
features
iPhone 5S purchase and reason
Demographic data: gender, age, income
and education
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Pre-test held October 2nd
◦ Paper surveys collected at the end of the day
◦ Edited survey using comments made by classmates
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Created survey using Qualtrics
Used convenience sampling distributing via
personal email
A total of 135 responses were collected
between October 16th and 31st
Gender
Age Range
n=135
n=135
65 years or older
0%
53-64 years old
9%
41-52 years old
Male
42%
4%
29-40 years old
10%
18-28 years old
Female
76%
17 years or younger
58%
2%
0%
10% 20% 30% 40% 50% 60% 70% 80%
-We had respondents within all age groups but most of our participants
were within the younger population.
-Females made up over 50%, but, gender distribution was well balanced.
Household Income
n=135
23%
$100,000 or more
6%
$75,000 – $99,999
11%
$50,000 - $74,999
19%
$25,000 – $49,999
41%
Below $25,000
0%
5%
10%
15%
20%
25%
30%
-Responses with all annual income levels
-Most of them earn below $25,000 per year.
35%
40%
45%
Education level (n=135)
49%
25%
7%
High School, GED, or lower
Some College
Undergraduate Degree
19%
Graduate Degree or higher
-Most respondents ( 49%) have some college degree.
- It is also indicated that most of the respondent have undergraduate/
graduate or higher degree.
Intention to upgrade
Do you own an iPhone 5s?
(n=135)
n=135
70%
7%
24%
6%
Yes
No
Yes
No
93%
Already own one
-The majority of respondents(93%) answered that they don’t have an
iPhone 5s.
- Approximately 70% do not intend to upgrade iPhone 5s in the next 12
months.
69%
39%
34%
24%
Social
network
18%
Television
Family
24%
Other
Online
news
Friends
Expected Features in a new iPhone(n=135)
Fingerprint security
20%
Other (Please specify)
13%
Improved battery life
81%
More/different colors
16%
Better design/construction
33%
Better iOS and processor
63%
Improved camera and video
45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Comparison with Other Brands (n=135)
% of Using Apple Products
Appraisal
(n=135)
47%
No
23%
25%
19%
8%
1%
Best
Better than
About the
Not as good
most
same
as most
Worst
Yes
77%
Money Spent for Smart Phone
>$300
25%
$201-$300
33%
$101-$200
28%
$1-$100
10%
Free
4%
0%
10%
20%
30%
40%
Mode: $201 - $300 -Median $201 - $300
Most of respondents are quite willing to spend from $201- $300
on a smart phone.
Smartphone Purpose
67%
25%
8%
Business
Leisure
Both
Usage of Smart Phone(n=135)
96%
87%
87%
66%
40%
15%
Calling/Texting Internet browsing
Games
Email
GPS
Other
Education and brand rating are not related
p-value = 0.04 < 0.05
 reject the null hypothesis
 education level is significant
Age and brand rating are not related
p-value = 0.03 < 0.05
 reject the null hypothesis
 age is significant
Gender and brand rating are not related
p-value = 0.22 > 0.05
 do not reject the null hypothesis
 gender is not significant
Income and brand rating are not related
p-value =0.06> 0.05
 do not reject the null
 income is not significant
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Respondents favor extended battery life over other expected
features in the new iPhone 5S.
Every respondent is aware of the new iPhone 5S.
Respondents mostly relied on online news when hearing about
the new iPhone.
Over 90 % do not own the new iPhone.
70 % would not consider upgrading to the new iPhone.
60 % of our respondents were female.
Respondents were mostly between 18-28 years old.
Approximately 41% of respondents have a household income of
below $25,000.Respondents have some college for education.
Improved battery life was deemed as the most important to
respondents in the new iPhone 5S.
No relationship between education level and iPhone ownership,
income level and iPhone ownership, gender and using Apple
brands, gender and ownership of iPhone and income and usage
purpose.
3.7% survey responses
were incomplete (5 out of
135).
Results likely include
some bias due to overall
low response and
convenience sampling
method.
Relatively large gap in
gender among
respondents (42.2 male
vs. 57.8% female)
Ranking
questions were
difficult to code
and interpret.
A high percentage of survey
takers are UTD students (age
18-28), who might not
represent correctly the view of
the target audience.
Maintain high performance of current products
and operating systems apart from increasing
the variety of features
Fix internet browsing and social media bugs
Focus less on unimportant features such as
colors and fingerprint security
Analyze competitors to
find out why 34% of
smart phone consumers
prefer other brands to
Apple iPhone
Improve Marketing
activities to attract the
Target market based on
education level and age,
not on gender and
income
Reach out to more new
media channels such as
Facebook, Twitter, 9gag,
YouTube, etc.
23 % of non-Apple
consumers