BM 6896 CONSUMER BEHAVIOR

APPLE VS SAMSUNG

INSTRUCTOR: Dr. Sming

GROUP MEMBERS:Sattasiri Premruetai 553 9064 Purida Jiwaramonaikun564 1934Vishakha Rai 564 9004Akashdeep Raghuwanshi 564 9033

SUBMISSION DATE: August 4, 2015I. INTRODUCTION

A. APPLE iPhone 6 plus1. 4Pa. PRODUCTOur team has decided to choose one of the biggest and successful brand Apple product iPhone 6 plus which is the sixth version of iPhone in addition to iPhone 6 launched by Apple. Apple iPhone 6 plus is a 5.5-inch display model which is available in the market in three colors range including silver, gold and space grey with the storage capacity of 16GB, 64GB and 128GB. Other technical specifications are mentioned as below;i. Color:

SILVER

GOLD

SPACE GREY

ii. Technical SpecificationsWeight and Dimensions:Height:158.1 mm (6.22 inches)Width:77.8 mm (3.06 inches)Depth:7.1 mm (0.28 inches)Weight:172 grams (6.07 ounces)

Display: Retina HD display 5.5-inch (diagonal) LED-backlit widescreen Multi-Touch display with IPS technology 1920x1080-pixel resolution at 401 ppi 1300:1 contrast ratio (typical) 500 cd/m2 max brightness (typical) Full sRGB standard Dual-domain pixels for wider viewing angles Fingerprint-resistant oleophobic coating on front Support for display of multiple languages and characters simultaneously Display Zoom ReachabilityChips A8 chip with 64-bit architecture M8 motion coprocessor iSight Camera New 8-megapixel iSight camera with 1.5 pixels Autofocus with Focus Pixels /2.2 aperture Optical image stabilisation (iPhone 6 Plus only) True Tone flash Five-element lens Hybrid IR filter Backside illumination sensor Sapphire crystal lens cover Auto image stabilization Auto HDR for photos Improved face detection Exposure control Panorama (up to 43 megapixels) Burst mode Tap to focus Photo geotagging Timer mode

Video Recording 1080p HD video recording (30 fps or 60 fps) True Tone flash Slo-mo video (120 fps or 240 fps) Time-lapse video Video stabilisation Cinematic video stabilisation Continuous autofocus video Take still photos while recording video Improved face detection 3x zoom Video geotaggingFaceTime Camera 1.2-megapixel photos (1280x960) /2.2 aperture 720p HD video recording Backside illumination sensor Auto HDR for photos and videos Improved face detection Burst mode Exposure controlTouch ID Fingerprint identity sensor built into the Home buttonMobile and Wireless Model A1586 (GSM)*- UMTS/HSPA+/DC-HSDPA (850, 900, 1700/2100, 1900, 2100 MHz) Model A1524 (GSM)*-TD-SCDMA 1900 (F), 2000 (A)GSM/EDGE (850, 900, 1800, 1900 MHz)FDD-LTE (Bands 1, 2, 3, 4, 5, 7, 8, 13, 17, 18, 19, 20, 25, 26, 28, 29)TD-LTE (Bands 38, 39, 40, 41) All models-802.11a/b/g/n/ac WiFiBluetooth 4.0 wireless technologyNFCLocation Assisted GPS and GLONASS Digital compass Wi-Fi Mobile data iBeacon micro-locationVideo Calling FaceTime video Initiate video calls over WiFi or a mobile network to any FaceTime-enabled device FaceTime over mobile a mobile network uses H.264/H.265Audio Calling FaceTime audio iPhone 6 to any FaceTime audio-enabled device over WiFi or a mobile network Voice over LTE (VoLTE) Wi-Fi callingAudio Playback Audio formats supported: AAC (8 to 320 Kbps), Protected AAC (from iTunes Store), HE-AAC, MP3 (8 to 320 Kbps), MP3 VBR, Audible (formats 2, 3, 4, Audible Enhanced Audio, AAX and AAX+), Apple Lossless, AIFF and WAV User-configurable maximum volume limitTV and Video AirPlay Mirroring, photos, audio and video out (2nd generation or later) Video Mirroring and video out support: up to 1080p through Lightning Digital AV Adapter and Lightning to VGA Adapter (adapters sold separately) Video formats supported: H.264 video up to 1080p, 60 frames per second, High Profile level 4.2 with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4 and .mov file formats; MPEG-4 video up to 2.5 Mbps, 640x480 pixels, 30 frames per second, Simple Profile with AAC-LC audio up to 160 Kbps per channel, 48kHz, stereo audio in .m4v, .mp4 and .mov file formats; Motion JPEG (M-JPEG) up to 35 Mbps, 1280x720 pixels, 30 frames per second, audio in ulaw, PCM stereo audio in .avi file formatIntelligent Assistant Siri Use your voice to send messages, set reminders and more Use hands-free Listen and identify songsPower and Battery Built-in rechargeable lithium-ion battery Charging via USB to computer system or power adapter Talk time: up to 24 hours on 3G Standby time: up to 16 days (384 hours) Internet use: up to 12 hours on 3G browse, up to 12 hours on 4G LTE, up to 12 hours on Wi-Fi Video playback: up to 14 hours Audio playback: up to 80 hoursSensors Touch ID Barometer Three-axis gyro Accelerometer Proximity sensor Ambient light sensorOperating SystemiOS 8iOS 8 is the biggest iOS release ever by Apple so far with amazing new capabilities and featured updates. It features AirDrop, AirPlay, CarPlay, Control Centre, Family Sharing, iCloud Drive, iTunes Radio, Multitasking, Notification Centre, QuickType keyboard, Siri and Spotlight Search.Headphones Apple EarPods with Remote and Mic Storage and travel caseSIM card Nano-SIM iPhone 6 is not compatible with existing microSIM cards Connector LightningRating for Hearing Aids iPhone 6 Plus (Model A1522, A1524): M3, T4Mail Attachment Support Viewable document types .jpg, .tiff, .gif (images); .doc and .docx (Microsoft Word); .htm and .html (web pages); .key (Keynote); .numbers (Numbers); .pages (Pages); .pdf (Preview and Adobe Acrobat); .ppt and .pptx (Microsoft PowerPoint); .txt (text); .rtf (rich text format); .vcf (contact information); .xls and .xlsx (Microsoft Excel); .zip; .icsSystem Requirements Apple ID (required for some features) Internet access Syncing with iTunes on a Mac or PC requires: Mac: OS X v10.6.8 or later PC: Windows 8, Windows 7, Windows Vista, or Windows XP Home or Professional with Service Pack 3 or later iTunes 11.4 or later Environmental Requirements Operating ambient temperature: 0 to 35 C (32 to 95 F) Non-operating temperature: -20 to 45 C (-4 to 113 F) Relative humidity: 5% to 95% non-condensing Operating altitude: tested up to 3,000 metres (10,000 feet)Languages Language support English (Australia, Canada, UK, U.S.), Chinese (Simplified, Traditional, Traditional Hong Kong), French (Canada, France), German, Italian, Japanese, Korean, Spanish (Mexico, Spain), Arabic, Catalan, Croatian, Czech, Danish, Dutch, Finnish, Greek, Hebrew, Hindi, Hungarian, Indonesian, Malay, Norwegian, Polish, Portuguese (Brazil, Portugal), Romanian, Russian, Slovak, Swedish, Thai, Turkish, Ukrainian, Vietnamese.In the Box iPhone with iOS 8 Apple EarPods with Remote and Mic Lightning to USB Cable USB Power Adapter DocumentationiPhone and the Environment Mercury-free LED-backlit display Arsenic-free display glass Brominated flame retardant-free PVC-free Recyclable aluminium enclosure Power adapter outperforms strictest global energy efficiency standards Speaker enclosure with 30% post-consumer recycled plastic

b. PRICEIn Bangkok, Thailand, Apple iPhone 6 plus 5.5 inch display price range starts from whooping 28,900 Baht whereas with the storage capacity of 16GB, the price will be 28,900 Baht with the Credit card installment as low as 3,089.41 monthly. On the other hand with the storage capacity of 64GB, the price is 32,900 Baht with the Credit card installment as low as 3,517.01 monthly. Lastly the maximum storage capacity of 128GB has the price of 36,900 Baht with the Credit card installment as low as 3,944.61 monthly.The Capacity and Price chart is shown below;Apple iPhone 6 plus

CAPACITYPRICE

16GB28,900 Baht

64GB32,900 Baht

128GB36,900 Baht

B. Brand SAMSUNGSamsung Galaxy Note 44ps1. Product The Samsungs one of the most successful products come under the note series, the note 4 is the latest edition in the successful note series , it is one of the most awaited mobile phone in the world , due to its touch wiz ui its useful in many different ways , the technical specification of the note 4 are as follows.NETWORKTechnologyGSM / HSPA / LTELAUNCHAnnounced2014, SeptemberStatusAvailable. Released 2014, OctoberBODYDimensions153.5 x 78.6 x 8.5 mm (6.04 x 3.09 x 0.33 in)Weight176 g (6.21 oz)SIMMicro-SIM - Fingerprint sensor (PayPal certified)- S Pen stylusDISPLAYTypeSuper AMOLED capacitive touchscreen, 16M colorsSize5.7 inches (~74.2% screen-to-body ratio)Resolution1440 x 2560 pixels (~515 ppi pixel density)MultitouchYesProtectionCorning Gorilla Glass 4PLATFORMOSAndroid OS, v4.4.4 (KitKat), upgradable to v5.0.1 (Lollipop)ChipsetQualcomm Snapdragon 805 (SM-N910S)Exynos 5433 (SM-N910C)CPUQuad-core 2.7 GHz Krait 450 (SM-N910S)Quad-core 1.3 GHz Cortex-A53 & Quad-core 1.9 GHz Cortex-A57 (SM-N910C)GPUAdreno 420 (SM-N910S)Mali-T760 (SM-N910C)MEMORYCard slotmicroSD, up to 128 GBInternal32 GB, 3 GB RAMCAMERAPrimary16 MP, 5312 x 2988 pixels, optical image stabilization, autofocus, LED flash, check qualityFeaturesDual Shot, Simultaneous HD video and image recording, geo-tagging, touch focus, face/smile detection, panorama, HDRVideo2160p@30fps, 1080p@60fps, optical stabilization, dual-video rec., check qualitySecondary3.7 MP, 1440pSOUNDAlert typesVibration; MP3, WAV ringtonesLoudspeakerYes3.5mm jackYesCOMMSWLANWi-Fi 802.11 a/b/g/n/ac, dual-band, Wi-Fi Direct, hotspotBluetoothv4.1, A2DP, EDR, LEGPSYes, with A-GPS, GLONASS, BeidouNFCYesInfrared portYesRadioNoUSBmicroUSB v2.0 (MHL 3 TV-out), USB HostFEATURESSensorsAccelerometer, gyro, proximity, compass, barometer, gesture, UV, heart rate, SpO2MessagingSMS(threaded view), MMS, Email, Push Mail, IMBrowserHTML5JavaNo - Fast battery charging: 60% in 30 min (Quick Charge 2.0)- ANT+ support- S-Voice natural language commands and dictation- Air gestures- Dropbox (50 GB cloud storage)- Active noise cancellation with dedicated mic- MP4/DivX/XviD/WMV/H.264 player- MP3/WAV/eAAC+/AC3/FLAC player- Photo/video editor- Document editorBATTERY Li-Ion 3220 mAh batteryStand-byTalk timeUp to 20 h (3G)Music playUp to 82 h

Color available

c. PRICEIn Bangkok, Thailand, Samsung note 4 price range starts from 22590 Baht. The price can be vary according to promotions and offers, the price of the Samsung note 4 is justified due to its amazing features and specifications. Note 4 is trying hard to compete with the iphone 6 by keeping its phone price down to iphone 6. II. Analyze/Explain/Discuss

A. APPLE iPhone 6 plus Targeting customerIn order to develop a marketing strategy, it is very important for a company to segment the market and target its consumers. If a company is able to understand its customers then only it can communicate itself to their consumer market effectively. The better you will know about your consumers, more effectively you could be able to communicate and extend their market with them. Apple iPhone 6 plus would be segmented and targeted its products according to basis of geographic, demographic, psycho-graphic, and behavioral characteristics of the consumers as the bases for segmentation. 1. Geographic segmentation: Geographic segmentation implies with the division of consumer markets into different territories: countries, states or provinces, counties or districts, cities, neighborhoods or communities. The targeted consumers of Apple iPhone 6 plus are in Bangkok which is one of the populous city in Thailand and the world as well as a famous tourist destination in Thailand of 67.1 million population and 337billion usd gdp; is continuously growing and now the metropolitan city Bangkok has over 10 million urban populations. Apple iPhone 6 plus mainly focuses all age groups of people between the age of 18 to 60 years old. Bangkok is considered to be one of the best geographical location to sell the iPhone 6 plus.2. Demographic segmentation: In Demographic segmentation the will divide the targeted consumer markets into affluent groups of consumers on the basis of demographic variables as age and life-cycle, gender, income, occupation, education, religion, and race or national origin which are as follows;a. Age and life-cycle- In terms of demographics, Apple iPhone consumers fall into the category of age groups of 18 to 60 years old who are students, high and upper high class working people.b. Gender-There are no particular gender differences in the product offerings. Both male and female tend to buy the iPhone however male customers lead the user ratio.c. Income-As Apple iPhone 6 plus stores are located in the capital city Bangkok where people of high income levels can be found, therefore Apple iPhone 6 plus can be sold to upper middle class family to the high upper class. d. Occupations- In terms of occupation, the targeted customers will be educated or would have been studying in their school and white collars with professional jobs.e. Education- In the case of Apple iPhone 6 plus customers, educational levels range from upper secondary education level to professionals employees, managers or CEOs between the ages of 18 to 60 years.f. Race or national origin- Since the capital city Bangkok has been the living place for the people of all different cultures and religions including Japanese, Chinese, European, people from America, Australia etc. Apple offers its products and series to the people of all religion and races here in Bangkok, Thailand.3. Psychographic segmentation- In the section psychographic segmentation, we divide the consumers into different groups on the criteria of their social class, life style, and personality characteristics as follows;a. Social class- Apple iPhone 6 plus consumers belong to social classes of the rich and upper middle class. b. Life-style- In terms of lifestyle, Apple iPhone 6 plus will capture the market of the traditional homebody includes the customers of home improvement and household goods to increase comfort in the family and the white-collar business people includes customers who dress decently, eat in decent restaurants, join business social clubs, live in expensive housing units, and ride in expensive cars. c. Personality- In terms of targeted consumer market, there are possibility to have customer from different range of personality and for that Apple company has to be prepared in terms of delivering services that could meet with the visitors personality. Although the consumers personality will belong into an academic and upper class group personality.4. Behavioral segmentation. In terms of behavioral segmentation, the targeted customers are divided into groups on the basis of occasions of use, benefit sought, usage rate, user status, loyalty status, buyer readiness stage, and attitude as follows;a. Occasions of use- In Thailand people are more indulge with the leisurely and fun lifestyle. People would love to buy creative high quality products such as Apple iPhone 6 plus. Keeping this thought in mind, Apple iPhone plus offers all these preferences to the visitors in better and reasonable prices.b. Benefits sought- Customers have their own perspective in analyzing the products and services benefits. c. Usage rate- People from the age of 18 to 60 years who live in Bangkok or nearby provinces with families and parents or individually will be the usage group of Apple iPhone 6 plus.d. User status- In terms of users status, the market segments of Apple iPhone 6 plus will be categorized into potential users, first-time users and regular users. e. Loyalty status- In the process of market segmentation, one more step is included which is Loyalty status. Apple iPhone 6 plus customers would belong to Hard-core loyal consumers who buy the companys products all the time without switching to other substitutes.f. Buyer readiness stage- Apple iPhone 6 plus would apply the informative and persuasive marketing communication method to reach out to targeted customers and prospects.g. Attitude- In our last segment method, Apple iPhone 6 plus will categorize the market and consumers based on their behavioral attitude.

Difference between iPhone 6 plus and note 4specificationsIPhone 6 plusNote 4

Display5.5-inch 1,920 x 1080 LCD, scratch resistant glass5.7-inch 2,560 x 1,440 Super AMOLED, scratch resistant glass

performance64-bit Apple A8 dual-core 1.4GHz, GPU PowerVR GX6450, 1GB RAM, M8 co-processor

32-bit 2.7 GHZ Quad-core Snapdragon 805 processor, Adreno 420 GPU, 3GB RAM

camera8-megapixel camera sensor, optical image stabilization, True Tone flash, phase detection, 1.2-megapixel front-facing camera, 1080p HD video recording

16-megapixel sensor, optical image stabilization, 3.7-megapixel front-facing camera, 4K video recording

Battery Life2915mAh

3220mAh battery

designCurved aluminum, dark/light grey or gold, 7.1mmMetal edge, plastic back, gold/blue/black/white, 8.5mm

speakerSingle speaker on bottom edgeSingle rear-mounted speaker

osiOS 8.3Android 4.4 KitKat with Touch Wiz UI

It doesn't take very long living with the Note 4 and the iPhone 6 Plus to see that these are two great big phones and arguably the best options available at the moment. Which is the best? If you are basing your purchase on design and ease of use, it's the iPhone 6 Plus. For innovation, the Note 4 is the one to go for. Samsung's phablet also promises the better battery life despite having a bigger, more demanding display. The stylus is a bonus as well if want to mix things up.These are two phones that really grow on you the more time you spend with them and discover their strengths and weaknesses. Apple's first stab at a phablet is a good one, while Samsung's Note series just keeps on getting better

SimilaritiesThe similarities between both the phones are hard to find , the few similarities can be found are the same location of home button on both the phones, the fingerprint scanner location.