This marketing research project is focusing on Singaporean’s Perception of Apple iPhones. In this report, we will be studying on Singapore only. The reason for writing this report is because Singaporeans like to keep up with technology trends. Hence, there is always a demand for the latest handset models by major manufacturers, such as HTC, Nokia, Samsung and Apple. Therefore, it is important to find out Singaporean’s Perception of smartphones in order for, in this case Apple, to penetrate fully into the Singapore Market. Singapore’s market demand for smartphones will continue to grow over the years. 1.1 Apple Inc. Background
Apple Inc. is formally known as Apple Computer, Inc is a multi-national corporation that manufacturers mostly consumer electronics. The company started out during the 1970s manufacturing personal computers. Apple’s main production lines are now the iPhones, iPad, iPod and MacBook. Apple has released its first smartphone, the iPhone in 2007 in the United States of America. (Apple, 2007) Apple has also made a record of selling one million iPhones within 74 days after its launch on 26 June 2007. 1.2 Apple’s iPhone
The Apple’s iPhone is a combination of three products, namely the mobile phone, the itouch and internet communications device with desktop-class email, web browsing, searching and maps. The iPhone also introduces an entirely new user interface based on a large multi-touch display and pioneering new software, letting users control iPhone with their fingers. iPhone also ushers in an era of software power and sophistication never before seen in a mobile device, which completely redefines what users can do on their mobile phones. (Apple, 2007) 1.3 Mobile Phone Penetration in Singapore
As seen on the Chart above, Mobile Phone Penetration has been increasing steadily from the year 1997 to 2011. The iPhone 3G was introduced to Singapore in 2008, this can also explain the reason for the steep increase in Mobile Phone Penetration (Apple, 2008). The Apple iPhone 3G is believed to be the first smartphone to be introduced to Singapore causing the hike in mobile phone penetration. Ever since smartphones have been introduced to the market, we can see that there is an almost constant growth yearly in Mobile Phone Penetration chart above. 2. Report Objectives
* To identify Singaporean’s (iPhone user & Non iPhone user) Perception of iPhone. * To understand Singaporean’s (iPhone user & Non iPhone user) Perception of iPhone. * To understand why Singaporean iPhone users choose to use iPhone than other Smart Phones. * To discover new insights of the iPhone.
3.1 Interpretivisim Approach
In this report, we will be using the interpretivisim approach. This is because the primary goal of interpretivist is to understand, whereby in this case, we need to understand the thinking of Singaporeans about their perception of iPhones. Perception is the act or faculty of apprehending by means of the senses of the mind; recognition and understanding. It is also the immediate or intuitive recognition or appreciation, as psychological or aesthetic qualities; insight; intuition; discernment. (Dictionary.com, 2012) Interpretive researchers view understanding as more of a process than an end product. At points in time, researchers may state interpretations. (Hudson & Ozanne, 1988) As perception as mentioned above is the thinking of the mind, it is important to focus on every detail, therefore interpretivisim is the most appropriate approach for this case. 3.2 Inductive Research
Inductive Research is also used as in this report; we need to make sense from the data collected from the interviewees. As this is a qualitative research, every case or interviewee can give a different answer, there is no right or wrong in the answers given, therefore, inductive research is needed to understand the meaning of the qualitative data. While using the inductive approach,...