1.1 INTRODUCTION TO THE STUDY
Consumer Perception is how information is collected and categorize. Perception is affected by the amount of contact to a incentive and by individual interpretation. If the same consumer encountered that information often and from many sources, then the consumer's attitude toward dairy products might change enough to influence how often the consumer chose yogurt as a breakfast food. The next step is exploring what these consumers will buy. The importance of customer satisfaction diminishes when a firm has increased bargaining power. IMPORTANCE OF CONSUMER PERCEPTION
The success of a business depends upon its ability to attract and retain customers that are willing to purchase goods and services at prices that are profitable to the company. Consumer perception describes how customers and potential customers view a company and its products and services. Consumer perception is important to businesses since it can influence consumer behavior, which ultimately affects the profitability of a business.
Many businesses spend large amounts of resources to influence consumer perceptions. Businesses often conduct market research to gain insight into consumer perceptions and preferences. Understanding how and why consumers make the choices they do is integral to providing products and services that will be in demand and promoting those products and services effectively. Factors affecting consumer perception
Although a consumer's perception of a product or service is at least partially based on his actual experience with the good, a significant amount of market research suggests that a consumer's view of a product is also conditioned by a variety of other factors. From very concrete factors of price and quality to less tangible factors such a consumer's view of the manufacturer's reputation, experience with service and the quality of packaging and branding, a number of complex and interrelated psychological factors determine a consumer's perception of goods and services. Factors affecting consumer perception are as follows: ➢ Price
➢ Service quality
➢ Packaging and branding
1.2 PROFILE OF THE COMPANY
Apple Computer, Inc is an American multinational corporation that designs and markets customer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. As of July 2011[update], the company operates 357 retail stores in ten countries, and an online store where hardware and software products are sold. As of September 2011[update], Apple has recently been the largest publicly traded company in the world by market capitalization, and the largest technology company in the world by revenue and profit. APPLE PRODUCTS
1. Mac Pro
The Mac Pro is a Intel Xeon-based workstation computer manufactured by Apple Inc. The Mac Pro, in most configurations, is the fastest computer that Apple offers, and is one of three desktop computers in the current Macintosh lineup, the other two being the iMac and Mac Mini. The machine is also the basis for the Mac Pro Server, which bundles the Mac Pro hardware with Mac OS X Server as a replacement for the Xserve line of servers. 2. Mac Book Pro
The MacBook Pro is a line of Macintosh portable computers introduced in January 2006 by Apple Inc., and now in its third generation. Replacing the PowerBook G4, the MacBook Pro was the second model, after the iMac, to be announced in the Apple–Intel transition. It is also the high-end model of the MacBook family and is currently produced with 13- and 15-inch screens, although a 17-inch version has been offered previously. 3. iPad
The iPad is a line of tablet computers designed and marketed by Apple Inc., primarily as a platform for audio-visual media including books,...