1. Group 2 Dung Nguyen Linh Nguyen Anh Nguyen Dung Tran Katarina Djakovic Devin Dorman

2. 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

3.  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.

4. 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

5.  Pre-test held October 2 nd ◦ Paper surveys collected at the end of the day ◦ Edited survey using comments made by classmates  Created survey using Qualtrics  Used convenience sampling distributing via personal email  A total of 135 responses were collected between October 16 th and 31 st

7. -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.

8. -Responses with all annual income levels -Most of them earn below $25,000 per year.

9. -Most respondents ( 49%) have some college degree. - It is also indicated that most of the respondent have undergraduate/ graduate or higher degree.

10. -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.

13. Comparison with Other Brands (n=135)

14. Mode: $201 - $300 -Median $201 - $300 Most of respondents are quite willing to spend from $201- $300 on a smart phone.

18. Education and brand rating are not related p-value = 0.04 < 0.05  reject the null hypothesis  education level is significant

19. Age and brand rating are not related p-value = 0.03 < 0.05  reject the null hypothesis  age is significant

20. Gender and brand rating are not related p-value = 0.22 > 0.05 do not reject the null hypothesis gender is not significant

21. Income and brand rating are not related p-value =0.06> 0.05 do not reject the null income is not significant

23.  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.

24. 3.7% survey responses were incomplete (5 out of 135). 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. Relatively large gap in gender among respondents (42.2 male vs. 57.8% female) Results likely include some bias due to overall low response and convenience sampling method.

25. 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

26. Analyze competitors to find out why 34% of smart phone consumers prefer other brands to Apple iPhone Improve Marketing activities to attract the 23 % of non-Apple consumers 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.