Mac vs Pc

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PCs vs. Macs
Marketing Research Report
December 8, 2011
_________________________

Whit Chapman, Emily Choi, and
Candice Harden
Table of Contents:
Executive Summary…………………………………………………….Page 2 Research Motivations…………………………………………………..Page 4 Secondary Research……………………………………………………Page 4 Focus Group Analysis…………………………………………………..Page 4 Survey Analysis……………………………………………………….…Page 7 Works Cited ………………………………………………….…………..Page 10 Appendix ………………………………………………….……………...Page 11

Executive Summary
After noticing Apple’s strong marketing campaign and brand image, our group decided to research the difference in consumer perceptions of Macs and PCs. We hoped to find statistically significant findings that would allow us to direct PC companies on how best to go about creating a stronger, more positive brand image. Several key conclusions emerged from our secondary data, focus group, and survey results: * Consumers, regardless of their operating system, expressed high satisfaction with their purchase concluding a pattern of confirmation basis * Though both Mac and PC users preferred their own product choice, Mac users gave much higher ratings to Macs then PC users gave to PCs. This demonstrates a higher amount of pride in the brand. * PC owners identified price and practicality as some of the most important reasons that they chose a PC. We suggest that PC companies leverage this finding to better communicate to prospect PC users The below table demonstrates the strength with which each brand’s consumers rated a number of key product attributes:

Characteristic| Mac| PC| Weight| Mac Weighted| PC Weighted| Price| 3.29| 5.99| 5.52| 10.83| 35.94|
Picture Quality & Display| 6.13| 5.45| 5.5| 37.49| 29.77| Security/Virus Protection| 6.09| 4.04| 5.19| 36.97| 16.2| Sound System| 5.05| 4.76| 4.33| 25.43| 22.53|
Number of USB Ports| 4.61| 5.21| 4.39| 21.21| 27.25|
Battery Life| 5.67| 4.53| 5.9| 32.36| 20.46|
Carry Weight| 5.7| 4.37| 5.15| 32.43| 19.09|
Hard Drive Capacity| 5.45| 5.27| 5.49| 29.58| 27.82|
Design (Aesthetics)| 6.32| 4.15| 5.07| 39.84| 17.16|
Performance| 5.69| 4.81| 6.41| 32.31| 23.06|
TOTAL|  |  |  | 298.46| 239.28|
Executive Summary Continued

We used secondary research, a focus group, and online questionnaire to develop and test a series of hypothesis that would eventually lead us to our conclusions. Below you will find a detailed account of our work and our recommendations. To find data that supported our hypothesis, we created an online questionnaire, which was distributed primarily through Facebook and email. Our key demographic is men and women between 18-24, who is primarily in school/college and own computers and are familiar with technology. They or may not be familiar with both operating systems, but they have at least used both once. Their main computer is most likely a laptop that they use on a very regular basis for a variety of tasks from academic work to entertainment. Most are middle class to upper middle class and are still semi-dependent on their family and had some part in the decision making process to purchase a laptop, which operating system/brand it was and its features. Our survey’s structure consisted of evaluating several computer attribute on Likert scale for both PC and Mac operating systems, personality questions, open-ended responses on PC and Mac consumers and demographic questions.

Research Motivations
Problem Statement:  In order to increase market share for personal computer operating systems (PCs) among affluent computer users, top PC companies such as Dell, HP, and Sony should position their marketing to change product perceptions as inferior, un-cool, and simple. Instead of focusing on basic product attributes, PC companies should differentiate their operating systems as comparable to the Macintosh (Mac) prototype.

Underlining Questions: What type of consumers can...
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