Apple Samsung Final
Apple Samsung Final
Apple Samsung Final
By:
Basillo, Cinderella
Digueno, Timothy
Halili, Elaica
Maat, Alezzandrio
Mercado, Leslie
ABSTRACT
The strategies of a business to meet the customer’s preferences make the business successful
even in tight competition in the industry. The study aims to determine the customer’s
preferences through the strategies of the two famous brands competing in the smart phone
industry. The Generic Strategies and factors affecting customer’s preferences make the
business to be efficient. The researchers used quantitative type of study and also utilized a
descriptive method of research to conclude the variables easily. To determine the sample size
that will represent the population, the researchers used the Slovin’s Formula in able to
interpret and analyze the data. A type of research survey questionnaires were handed out to
the Senior High School students of St. Mary’s College of Meycauayan in simple random
sampling. The results were based through the quantity of which brand has more users and
their idea and preferences on the Apple which has more users in the participants. It is
suggested for future researches to further expand the study by exploring the customer’s
TABLE OF CONTENTS
Abstract.........................................................................................................................................................2
Introduction..................................................................................................................................................4
Background of the Study…………………………………………………………...……………...4
Research Problem………………………………………………………………………….........7
Hypothesis……………………………………………………………………………………….8
Significance of the Study………………………………………………………………………..8
Limitations……………………………………………………………………………………….8
Conceptual Framework………………………………………………………………………….9
Methodology...............................................................................................................................................10
Research Design…………………………………………………………………………..........10
Research Tool…………………………………………………………………………….........10
Research Participants......................................................................................................................10
Research Procedure……………………………………………………………………………….11
Data Analysis..................................................................................................................................11
Results and Analysis..................................................................................................................................12
Interpretation……………………………………………………………………………...........15
Discussion...................................................................................................................................................17
Recommendation.......................................................................................................................................18
References..................................................................................................................................................19
Appendix
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INTRODUCTION
Strategy is the overarching force behind successful innovation. It is crucial for a business
to know what its purpose is before the organization can design products, services, or
programs for sale. Each business has a unique purpose and reason for existing, a mission.
Ever since smart phone was formed, Apple and Samsung had a tight competition between
their market strategies when it comes to innovation and technology, social media presence,
until now.
world nowadays. This aggressive competition between these two tech giants
resultedan endless court battles. According to Eichenwald, for three years, Apple and
Samsung have clashed on a scale almost unprecedented in business history. Because of the
ranging battle of the two companies, some of their products are more likely to have similar or
identical features. The appearance such as the color, style and shape of the phones are getting
better but it can be seen that it is the same with the other. A new report from investment firm
Piper Jaffray shows that “Samsung is facing a strongly uphill battle.” (Mills,2017)
Samsung’s devices are prettier or cheaper, and Samsung has always out-sold Apple in the
mid-range market. If Samsung actually wants to challenge Apple for the luxury phone
According to Richard Foster, the key to both attack and defence is picking the right
technology. The best strategy may be to pick the adolescent technology with the highest limit
because it is never clear when a new technology is really going to emerge. Go for the highest
potential technology because customers almost always want more performance when they
The researchers will base on Generic Strategies (also called Competitive Strategies) of
Michael Porter because this can be applied to products or services in all industries, and to
organizations of all sizes. The Cost Leadership strategy involves being the leader in terms of
cost in your industry or market that usually have: Access to the capital needed to invest in
technology that will bring costs down. Very efficient logistics. A low-cost base (labor,
materials, facilities), and a way of sustainably cutting costs below those of other competitors.
costs without sacrificing quality. Customers will not purchase an inexpensive but poorly
made product or poorly delivered service. A successful Differentiation strategy needs good
research, development and innovation. Effective sales and marketing, so that the market
understands the benefits offered by the differentiated offerings. It is also used to make profit,
the cost of adding a new feature must be affordable and there must be a reasonable
expectation that customers will pay a higher price for the redesigned product.
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Companies that use Focus strategies concentrate on particular niche markets. A niche
strategy focuses on a specific group of consumers or clients that a company believes its
competitors are failing to serve. Rather than trying to appeal to a large segment of
loyalty and consistent profits. But whether use Cost Focus or Differentiation Focus, the key
to making a success of a generic Focus strategy is to ensure that to add something extra as a
Apple is still holding onto their strategy which is called ‘The Great Product’ that is meant
to have high standards of quality. The “great product” strategy also focuses on quality over
quantity. Apple preferred to stick to what it does best. (Martin, 2016) This means that it
focuses on selected products and continues enhancing them, instead of branching out to
create other products within the same category. While Samsung makes a lot of mobile
offerings and shows no signs of slowing down. The company is just taking a "spray and
pray" approach to its product strategy: Pump out as many different sizes, form factors,
software variants and design permutations imaginable, and hope something sticks with
behavior. "Samsung believes in providing choices for customers and their different
Consumer preferences involve the ranking of goods and services according to how much
benefit they afford. It employs assumptions about consumers' behaviour and how they decide
CUSTOMER’S PREFERENCES INAPPLE AND SAMSUNG IN SMART PHONE INDUSTRY 7
The Factors Consumer Preferences helps businesses to develop new products and identify
why some products are more successful than others. (Richards, 2017) Advertising informs
the consumers of their goods and services that makes an impression to the brand and product
itself. Social Institutions such as family, friends, co-worker etc can also influence customer’s
preferences. Based on consumer’s income, consumers are more likely to choose less
expensive goods or service. And lastly the Available Substitute where alternative may choose
The researchers come up to this topic to know what are the different ways that these two
large companies do about promoting, innovating and customer relationship that leads people
to patronize their products. The researchers will determine which of the two smart phone
The findings of this research study would be significant to both producer and consumer.
For the producer, it is to determine the consumer’s preference in buying and for the
consumers we aim to determine the strategies of both companies in producing their product.
Research Problem
We want to know what are the customer’s preferences through the strategies of the two
companies are using against each other to encourage us in buying their products.
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Hypothesis
The customers preferred more the strategies of Apple than Samsung in smart phone
industry.
To the companies, this study will serve as their guide to know the strategies in how they
could build strong brand identity that can lead to and help them to increase their sale
volume.
product. Also it will be benefit for them on their product preferences and satisfactory to
the product.
To the future business owners, it can benefit them because they may adapt the strategies
Limitations
This study will only cover the strategies of Apple and Samsung in order to meet
customer’s preferences of their consumers. The students in Senior High School of St. Mary’s
College of Meycauayan will be covered as part of the respondents and it will be based on their
perspective, idea and preferences in the products about the two smart phone companies.
CUSTOMER’S PREFERENCES INAPPLE AND SAMSUNG IN SMART PHONE INDUSTRY 9
Conceptual Framework
Decisiveness in buying
and choosing a phone
brand
Impact
The Figure 1 that is showed above is a representation of the flow of the study. The input
shows our respondents which are Senior High School in St. Mary’s College of Meycauayan.
The process shows that we will conduct a survey in order to determine the factors affecting them
in terms of buying and using their phone. The output shows the student’s preferences are
determined. The outcome shows that the respondent’s preferences reflects on today’s society.
And lastly, the impact shows that the decisiveness can help to people to have wise decision
METHODOLOGY
The Methodology presents the research design; the number of the participants and the
respondents. This also represents how the interviews are done and what are the step by step
Research Design
The research design used in this study is quantitative, where theories and variables are
concluded in order to be studied easily. This study utilized the descriptive method of research
which is a fact-finding study that involves adequate and accurate interpretation of findings that
describes a certain present condition. By that, quantitative will be presented also in knowing the
strategies of the variables in the study on how they obtain their customers, specifically in
Research Tool
The researchers made survey questionnaires for the target respondents at St. Mary’s
College of Meycauayan tackling about the Customer’s Preferences through the Strategies of
Apple and Samsung in Mobile Phone Industry. Moreover, questions were self-made and
The study used questionnaires for gathering data and information. The questionnaires will
be handed out to the population needed in Senior High School (Grade 11 and 12) in St. Mary’s
College of Meycauayan, by using Simple Random Sampling in order to know their accurate idea
Research Procedure
Below are a step-by-step procedure on how the researchers conducted the research
And then, we decided to use the title" Customer’s Preferences through the Strategies of
The researchers conducted two pilot tests to determine effectiveness and accuracy of the
questionnaires.
questionnaires.
instrument/tool.
The group were divided into three and assigned to the different sections.
Then, the researchers analyze the data gathered by using Slovin’s Formula and made the
interpretation.
Lastly, we analyze all the data and basis to see the results of the conducted study.
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Data Analysis
The data from the conducted survey to the respondents will be gathered then be continued
by systematically analyzing the transcripts, grouping together answers and their critic on similar
themes to interpret them, and draw conclusions. To determine the sample size that will represent
the population, the formula will be used is the Slovin’s Formula to be able to calculate the
sample size (n) given the population size (N) and a margin of error (e). Since the researchers will
see the customer’s preferences in the two famous brands of smart phone in the world.
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RESULTS
The Table below contains the results of the conducted survey. It shows the factors such as
strategies and preferences why the customers prefer the brand that they use. It also shows the
frequency, percentage and ranking in each choices of the question in the questionnaire.
These are the answers of the respondents in each number of our questionnaire.
- Based on the table above, Letter A (Apple) was the most chosen answer by the
respondents that has a total of 73 respondents. The second is the Letter C (Others) has
a total of 66 respondents and the 3 rd ranked choice of the respondents is the Letter B
(Samsung) has a total of 59 respondents. That simply proves there are a lot of Apple
- Based on the data gathered above, the most chosen answer is the Letter C (Gift from
experience) has a total of 53 respondents. Then third is the Letter D (Amazed by its
media advertisements) has a total of 10 respondents. And lastly, the least answered
choice is the Letter E (Others) has a total of 5 respondents. This proves that most of
3. What is the factor that affect/ influence you to buy your current smart phone?
- Based on the table above, Letter C (Suggested by a friend/ family members) has the
most answered choice that has a total of 112 respondents. Second is the Letter A
(Advertisement) that has a total of 56 respondents. And the least answered choice is
the Letter B (Good word-of-mouth) that has a total of 30 respondents. This clearly
shows that social institutions are the most effective to influence to the users to decide
4. What feature of your current phone that meets your satisfactory level?
- Based on the table above, the respondents’ most answered choice in this question is
Letter C (Specs) has a total of 83 respondents and the second is the Letter A (Camera)
(Appearance) that have the same total of 18 respondents. And in fourth rank answered
choice is “Others” has a total of 17 respondents and lastly, the most least answer is
the Letter D (Battery Life) that has a total of 11 respondents. This shows that the
respondents were more focused to look at the specs of a smart phone before deciding
to buy one.
5. Do you think, the brand of your current phone meets the customer’s preferences
- Based on the data gathered above, Letter A (Yes) is the most answered choice which
has a total of 178 respondents and in second rank is Letter B (No) total of 20
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respondents. This simply shows that the smart phone users of either of the 2 brands
inexpensive?
- Based on the data gathered above, the most answered choice is Letter A (Yes) that
has a total of 183 respondents while the Letter B (No) had the least answered choice
that only have a total of 15 respondents in overall population. This clearly shows that
either of the 2 smart phone brand, their customers are satisfied and said that their
DISCUSSION
The purpose of this study is to determine the customer’s preferences through the
strategies of Apple and Samsung are using for against each other and encourage the consumers
to buy their products. The researchers conducted a survey to the students of Senior High School
of St. Mary’s College of Meycauayan. The results of the conducted survey shows that most of
the respondents currently have an Apple smart phone. Most of them said that their phone was a
gift from their family member but based from the second highest option, they are already a past
user of Apple that simply means that the brand obtained the trust and reliability of their
consumers. The social institutions such as friends or family member are the most effective to
influence others to buy the brand of their smart phone since they gained trust to their loved ones.
We can say that Apple’s strategy “The Great Product” is successful since the respondents chose
the quality over quantity. The high standard quality of Apple smart phones that have high
definition of cameras, higher storage space and more features to enjoy such us good quality,
good graphics up to its overall performance. The respondents see and aware of the company’s
strategies to obtain the preferences of their customers that makes it in trend and successful in
today’s world. And lastly, Most of the respondents are satisfied enough to their current smart
phone whether it is Apple or Samsung, they are satisfied to the product itself by not mere looking
at its price. These clearly shows that the smart phone brands especially Apple even as
competitors in the market place have effective market strategies in innovation and technology,
social media presence, advertising, customer engagement, public relations and publicity, and in
entertainment that satisfies the customer’s preferences in choosing or buying a smart phone.
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RECOMMENDATIONS
The research is related to the strategies of a business in order to have successful products
that meet the preferences of the consumers. Given the uprising changes in the sector of
innovation, a further set of studies related in this study would document current insights in
competitive market strategies and thereby increase the potential discoveries of proper and
effective ways on the aspect to meet customer’s preferences. We suggest to further expand the
study by exploring the customer’s preferences through the strategies of businesses that may also
consider the number of ways that organizations and businesses can streamline their innovation
and production to meet the demands of today’s market place however, these methods to be
significant, they must be done a coordinated strategy designed to improve their sale volume and
REFERENCES
smartphone-patent-war
https://www.mindtools.com/pages/article/newSTR_82.htm
preferences.html
APPENDICES
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Tally Frequency
b. Samsung IIIII-IIIII-IIIII-IIIII-IIIII-IIIII- 59
IIIII-IIIII-IIIII-IIIII-IIIII-IIII
c. Others IIIII-IIIII-IIIII-IIIII-IIIII-IIIII- 66
IIIII-IIIII-IIIII-IIIII-IIIII-IIIII-I
2. Why did you purchase this
brand?
f. I have user experience IIIII-IIIII-IIIII-IIIII-IIIII-IIIII- 53
and I have been used IIIII-IIIII-IIIII-IIIII-III
to this brand
g. I was influenced by the IIIII-IIIII 10
media advertisements
h. It was a gift from my IIIII-IIIII-IIIII-IIIII-IIIII-IIIII- 100
friends/family IIIII-IIIII-IIIII-IIIII-IIIII-IIIII-
IIIII- IIIII-IIIII-IIIII-IIIII-IIIII
i. I’m amazed by its IIIII-IIIII-IIIII-IIIII-IIIII-IIIII 30
overall performance
j. Others : IIIII 5
3. What is the factor that
affect/ influence you to buy
your current smart phone?
d. Advertisements IIIII-IIIII-IIIII-IIIII-IIIII-IIIII- 56
IIIII-IIIII-IIIII-IIIII-IIIII-I
e. Good word-of-mouth/ IIIII-IIIII-IIIII-IIIII-IIIII-IIIII 30
sales talk
f. Suggested by a IIIII-IIIII-IIIII-IIIII-IIIII-IIIII- 112
friend/family members IIIII-IIIII-IIIII-IIIII-IIIII-IIIII-
IIIII- IIIII-IIIII-IIIII-IIIII-IIIII-
IIIII-IIIII-IIIII-IIIII-II
CUSTOMER’S PREFERENCES INAPPLE AND SAMSUNG IN SMART PHONE INDUSTRY 22
f. Camera IIIII-IIIII-IIIII-IIIII-IIIII-IIIII- 51
IIIII-IIIII-IIIII-IIIII-I
g. Memory IIIII-IIIII-IIIII-III 18
h. Specs (Processor, IIIII-IIIII-IIIII-IIIII-IIIII-IIIII- 83
Operating System) IIIII-IIIII-IIIII-IIIII-IIIII-IIIII-
IIIII-IIIII-IIIII-IIIII-III
i. Battery Life IIIII-IIIII-I 11
j. Appearance IIIII-IIIII-IIIII-III 18
Others: IIIII-IIIII-IIIII-II 17
5. Do you think, the brand of
your current phone meets the
customer’s preferences
through the company’s
strategies?
c. Yes IIIII-IIIII-IIIII-IIIII-IIIII-IIIII- 178
IIIII-IIIII-IIIII-IIIII-IIIII-IIIII-
IIIII- IIIII-IIIII-IIIII-IIIII-IIIII-
IIIII-IIIII-IIIII-IIIII-IIIII-IIIII-
IIIII-IIIII- IIIII-IIIII-IIIII-IIIII-
IIIII-IIIII-IIIII-IIIII-IIIII-III
d. No IIIII-IIIII-IIIII-IIIII 20
6. Do you think that your
current phone is worth it
whether it is expensive/
inexpensive?
c. Yes IIIII-IIIII-IIIII-IIIII-IIIII-IIIII- 183
IIIII-IIIII-IIIII-IIIII-IIIII-IIIII-
IIIII- IIIII-IIIII-IIIII-IIIII-IIIII-
IIIII-IIIII-IIIII-IIIII-IIIII-IIIII-
IIIII-IIIII- IIIII-IIIII-IIIII-IIIII-
IIIII-IIIII-IIIII-IIIII-IIIII-IIIII-
III
d. No IIIII-IIIII-IIIII 15
Total:
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