A

PROJECT REPORT ON
“A STUDY ON YOUNGSTERS PREFERENCE
TOWARDS IPHONE”
WITH SPECIAL REFERENCE
TO HEERA PANNA, KOLHAPUR
Submitted to
SHIVAJI UNIVERSITY, KOLHAPUR
In partial fulfilment of the requirement for the award of the
degree of
BACHELOR OF BUSINESS ADMINISTRATION
Submitted by,
MR. VISHAL JAIVEER SHARMA.
Under the guidance of
MR. ASHISH BHASME

(MA, SET)

THROUGH THE PRINCIPAL

OF
VIVEKANAND COLLEGE KOLHAPUR
2023-2024
 DECLARATION

I, the undersigned, hereby declare that this project entitled “A STUDY

ON YOUNGSTERS PREFERENCE TOWARDS IPHONE” with
special reference to “HEERA PANNA, KOLHAPUR.” is genuine and
original work done by me under the guidance of MR. ASHISH
BHASME. The matter presented in this project is not copied from any
sources and I understand that any such copying is liable to be punished, in
any way the university authorities deem fit.

This work is humbly submitted to SHIVAJI UNIVERSITY,

KOLHAPUR for the award of the degree of BACHELOR OF
BUSINESS ADMINISTRATION.

Place: KOLHAPUR

Date: / / 2024

MR. VISHAL JAIVEER SHARMA

 CERTIFICATE

This is to certify that this project report entitled “A STUDY ON

YOUNGSTERS PREFERENCE TOWARDS IPHONE” with special
reference to “HEERA PANNA, KOLHAPUR.” is submitted by MR.
VISHAL JAIVEER SHARMA for partial fulfilment of his work for the
award of DEGREE OF BACHELOR OFBUSINESS ADMINISTRATION
[B.B.A.] to SHIVAJI UNIVERSITY, KOLHAPUR under my supervision
and guidance.

The findings and suggestions are based on the data collected by him during the
survey. To the best of my knowledge and belief, the matter presented by the
candidate is genuine and has not been copied from any source. Also, this report
has not been submitted earlier for the award of any degree or diploma of
SHIVAJI UNIVERSITY or any other university.

Place: KOHLAPUR

Date: / / 2024

MR. ASHISH BHASME DR. REVATI.R. PATIL DR. R.R. KUMBHAR

[ PROJECT GUIDE] [ BBA CO-ORDINATOR] [ PRINCIPAL]

 ACKNOWLEDGEMENT

To list all helped me is difficult because they are so numerous and the depth is
so enormous. I would like to acknowledge the following as being an idealistic
Channel and a fresh dimension in the completion of this project.

I take this opportunity to thank the Shivaji University for giving me a chance to
do the project. I would like to thank HOD, for providing the necessary facilities
required for the completion of this project.

I would like to express my sincere gratitude toward my project guide whose

guidance and care made the project successful. I would like to thank my college
library, for having provided various reference books and magazines related to
my project.

Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project, especially my parents and my peers
who supported me throughout my project.

Place: KOLHAPUR

Date: / / 2024

MR. VISHAL JAIVEER SHARMA

 INDEX

*Sr. no. Title Page No.

1 Introduction to study

2 Introduction to organization

3 Theoretical background

4 Data Analysis and Interpretation

5 Findings & Observations

6 Conclusion & Suggestions

7 Bibliography

Appendix
 CHAPTER 1
INTRODUCTION TO STUDY
1.1 Introduction to Study

1.1.1. About iPhone:

The iPhone is a smartphone made by Apple that combines a computer, iPod,
digital camera and cellular phone into one device with a touchscreen interface.
The iPhone runs the iOS operating system, and in2021 when the iPhone 13 was
introduced, it offered up to 1 TB of storage and a 12-megapixel camera.

1.1.2. History of iPhone:

On January 9, 2007, Steve Jobs announced the first iPhone at the Macworld
convention, receiving substantial media attention. Jobs announced that the first
iPhone would be released later that year. On June 29, 2007, the first iPhone was
released. On June 11, 2007, Apple announced at the Apple's Worldwide
Developers Conference that the iPhone would support third party applications
using the Safari engine. Third parties would be able to create Web 2.0
applications, which users could access via the Internet. Such applications
appeared even before the release of the iPhone; the first of these, called One Trip,
was a program meant to keep track of users' shopping lists.

1.1.3. Goal of apple company:

Apple's mission is “to bring the best user experience to its customers through its
innovative hardware, software, and services.” And in a manifesto dated 2019 Tim
Cook set the vision specified as “We believe that we are on the face of the earth to
make great products and that's not changing.”

1.2. Consumer Preference

The theory of consumer preference is the branch of microeconomics that relates
preferences to consumption expenditures and to consumer demand curves. It
analyses how consumers maximize the desirability of their consumption as
measured by their preferences subject to limitations on Their expenditures, by
maximizing utility subject to a consumer budget constraint. The underlying
foundation of demand, therefore, is a model of how consumers behave. The
individual consumer has a set of preferences and values whose determination is
outside the realm of economics. They are no doubt dependent upon culture,
education, and individual tastes, among a plethora of other factors. The measure
of these values in this model for a particular good is in terms of the real
opportunity cost to the consumer who purchases and consumes the good. If an
individual purchases a particular good, then the opportunity cost of that purchase
is the forgone goods the consumer could have bought instead.

1.3. What determines Consumer Preference?

Consumer Preference is influenced by specific product or service features and by
perceptions of quality as suggested. Preference is also influenced by customer’s
emotional responses, their attributions, and their perceptions of equity
 1.2 PURPOSE OF THE STUDY

 Understanding why youngsters prefer iPhones over other smartphones can

provide valuable insights for marketing strategies.

 Identifying the specific features and functionalities that attract youngsters to

iPhones can inform product development efforts

1.3 OBJECTIVES OF THE STUDY

 To study the factors for consumers preferences towards iPhone over other
brands.
 To identify the loyal customers of iPhone users.
 To analyses Consumer’s preferences towards iPhone
 To Examine how youngsters perceive the iPhone brand compared to its
competitors
 To Understand the decision-making process that young consumers go
through when considering and purchasing iPhones

1.4 RESEARCH METHODOLOGY

To answer the research questions two types of data collection methods were used:

A) Primary data –. Primary data is collected through the following methods; Direct
personal investigation under the personal interview method
Direct meetings with employees and filling out questionnaire method

B) Secondary data – The sources used for the collection of secondary data in this
project are;

a) Reference books b) Internet

1.5 SCOPE OF THE STUDY

 Conceptual Scope: The Conceptual scope is to study the why youngters

prefer iphone.

 Geographical scope: The Geographical scope is limited to Kolhapur City.

 Analytical scope: The analysis of the study will be done through tables,
graphs and Interpretation.

1.6 SIGNIFICANCE OF THE STUDY

 Consumer Behaviour Insights: Understanding why young people are drawn

to iPhones can shed light on broader patterns of consumer behavior among
this demographic.

 Brand Loyalty and Identity: iPhones have become more than just a product;
they represent a lifestyle, status symbol, and personal identity for many
youngsters.

 Technological Adoption and Trends: Young people are often early adopters
of new technologies, making their preferences a bellwether for broader
trends in the smartphone market.

1.7 LIMITATIONS OF THE STUDY

 The current action research study is limited to the survey taken in Heera
panna.

 The selection of theories may vary from company to company and situation
to situation.

 The primary data collected may be biased

1.8 CHAPTER SCHEME

Chapter I – Introduction to the Study

Introduction, Purpose of the study, Objective of the study, Research and

methodology, Scope of the study, Significance of the study, Limitations, Chapter
scheme.

Chapter II- Introduction to the Organization

Company profile, Brief history, Organizational structure, Product Of The

Company, Achievements

Chapter III- Theoretical Background

Definition Of Ev, Evolution Of Ev, Advantages Of Ev, Disadvantages Of Ev,

Major Player Of Ev Market, Consumer Buying Behaviour

Chapter IV- Data Analysis and Interpretation

In this chapter, the data of the customers are taken as the Example

Chapter V- Findings and Observations

This chapter includes the findings and observations made by the researcher during
the execution of the project.

Chapter VI- Conclusion and Suggestions

This chapter includes the suggestions to be given by the researcher if any along
with the conclusion drawn to this project.
 CHAPTER 2:
INTRODUCTION TO THE ORGANIZATION
2.1 COMPANY PROFILE

The company details are as follow –

Name of the Company - Heera Panna

Mobiles Sector- Private sector

Address of the Company - Survey No.1594/C ward Shivaji road, Bindu chowk,
Kolhapur-416002

Headquarter - Kolhapur

Establishment Year - 1999.

Business - Authorized Agent/Distributor/Partner/Representative for various

globally-dominant brands

Services - Telecommunication services

Contact Number - +91 8308445444/+91 9822460321

2.2. Details of the company

Established in the year 1999, Hira Panna Communications Pvt Ltd in Bindu
Chowk, Kolhapur is a top player in the category Mobile Phone Dealers-Sony in
the Kolhapur. This well-known establishment acts as a one-stop destination
servicing customers both local and from other parts of Kolhapur. Over the course
of its journey, this business has established a firm foothold in its industry. The
belief that customer satisfaction is as important as their products and services,
have helped this establishment garner a vast base of customers, which continues
to grow by the day. This business employs individuals that are dedicated towards
their respective roles and put in a lot of effort to achieve the common vision and
larger goals of the company. In the near future, this business aims to expand its
line of products and services and cater to a larger client base. In Kolhapur, this
establishment occupies a prominent location in Bindu Chowk. It is an effortless
task in commuting to this establishment as there are various modes of transport
readily available. It is known to provide top service in the following categories:
Mobile Phone Dealers, Mobile Phone Dealers-Samsung, Mobile Phone Accessory
Dealers, Mobile Phone Dealers-Sony, Mobile Phone Dealers-Nokia, Mobile
Phone Dealers-Oppo etc.

2.3 Products and Services

Hira Panna Communications Pvt Ltd in Bindu Chowk has a wide range of
products and / or services to cater to the varied requirements of their customers.
The staff at this establishment are courteous and prompt at providing any
assistance. They readily answer any queries or questions that you may have. Pay
for the product or service with ease by using any of the available modes of
payment, such as Cash, Debit Cards, Cheques, Credit Card. This establishment is
functional from 10:00 - 18:15.
2.4 Organisational Structure

Name Department

Prabhu/Deepak Makhija Owner

Lavin Makhija Head of Operations

Vijay Makhija and Pratik Senior Managers

Bavdekar

Suraj Dhamugade And Managers

Abhijit Khuthale
 CHAPTER 3:
THEORETICAL BACKGROUND
Abstract:
This paper delves into the theoretical underpinnings of why youngsters exhibit a
strong preference towards iPhones over other smartphone brands. Drawing upon
theories from various disciplines such as psychology, sociology, marketing, and
consumer behaviour, this paper explores the multifaceted factors that contribute to
the allure of iPhones among young consumers. Through an in-depth analysis, this
study aims to provide a comprehensive understanding of the underlying
mechanisms driving youngsters' preference for iPhones.

3.1 Introduction:

Understanding the preferences of young consumers toward iPhones can provide

valuable insights for marketers and businesses targeting this demographic. Here
are some factors that contribute to youngsters' preference for iPhones:

1. Brand Image and Status Symbol:

 iPhones are often perceived as premium products associated with prestige,
luxury, and innovation. Owning an iPhone can signify social status and
sophistication among young consumers.
 Apple's marketing strategies, sleek designs, and aspirational branding have
contributed to the perception of iPhones as desirable and fashionable
gadgets.

2. Design and Aesthetics:

 Apple's focus on sleek design, premium materials, and attention to detail
appeals to the aesthetic preferences of young consumers.
 The iconic design elements of iPhones, such as the minimalist appearance,
high-resolution displays, and distinctive Apple logo, resonate with the
tastes of youngsters who value style and aesthetics.

3. User Experience and Interface:

 iPhones are known for their intuitive user interface, smooth performance,
and seamless integration with other Apple devices and services.
 Young consumers appreciate the user-friendly experience offered by
iPhones, including features such as Touch ID, Face ID, Siri voice assistant,
and iOS ecosystem, which enhance convenience and productivity.

4. Social and Cultural Influence:

 Peer pressure and social influence play a significant role in shaping
youngsters' preferences toward iPhones. The popularity of iPhones among
peers and influencers can drive aspirational purchase behavior and brand
loyalty.
 Apple's presence in popular culture, celebrity endorsements, and product
placements in media further reinforce the desirability of iPhones among
young consumers.
5. Access to Apps and Ecosystem:
 The extensive App Store ecosystem offers a wide range of apps, games, and
entertainment content that cater to the interests and lifestyles of young
users.
 iPhones provide access to exclusive features and services such as iMessage,
FaceTime, iCloud, and Apple Music, which enhance the overall user
experience and ecosystem lock-in.

6. Perceived Quality and Reliability:

 iPhones are synonymous with quality craftsmanship, reliable performance,
and durability, which appeal to young consumers seeking value and
longevity in their purchases.
 Apple's reputation for product innovation, customer service, and after-sales
support instills confidence in youngsters' investment in iPhones as a trusted
and reliable brand.

7. Technological Innovation and Trendsetting:

 Apple's track record of technological innovation, product updates, and
trendsetting features such as Face ID, augmented reality (AR), and camera
advancements captivates the curiosity and excitement of young tech
enthusiasts.
 iPhones are often at the forefront of new technologies and trends,
positioning Apple as an industry leader and trendsetter in the eyes of young
consumers.

The smartphone market has witnessed a surge in popularity among young

consumers, particularly with regard to Apple's iPhone. Despite the plethora of
smartphone options available, iPhones continue to dominate the preferences of
youngsters. Understanding the theoretical foundations behind this phenomenon is
crucial for marketers, businesses, and policymakers seeking to engage with this
demographic effectively. This paper seeks to explore the theoretical background
of youngsters' preference towards iPhones, shedding light on the psychological,
sociological, and marketing theories that underpin their choices.
Psychological Perspectives:

 Cognitive Dissonance Theory:

According to this theory, individuals strive for consistency between their
attitudes and behaviors. Youngsters who have invested in iPhones may
experience cognitive dissonance if they encounter information or
experiences that challenge their decision. However, Apple's strong brand
identity and ecosystem integration help mitigate cognitive dissonance by
reinforcing positive beliefs about the iPhone.

 Self-concept Theory:
IPhones serve as a means for young consumers to express their self-concept
and identity. Owning an iPhone is often associated with characteristics such
as sophistication, status, and technological savvy, aligning with the self-
image that youngsters aspire to portray.

Sociological Perspectives:

 Social Identity Theory: Youngsters' preference for iPhones can be

attributed to the social identity they derive from belonging to the Apple
ecosystem. By owning an iPhone, individuals signal membership in a
prestigious group, fostering a sense of belonging and social validation.

 Peer Influence and Social Norms: The influence of peers and social
networks plays a significant role in shaping youngsters' preferences towards
iPhones. Social norms within peer groups may prioritize certain brands or
products, leading to conformity and emulation among young consumers.

Marketing and Consumer Behaviour Theories:

 Brand Equity Theory: iPhones possess strong brand equity characterized

by brand loyalty, perceived quality, and brand associations. Apple's
marketing strategies, including product design, advertising campaigns, and
retail experiences, contribute to the development and maintenance of brand
equity among young consumers.

 Consumer Decision-Making Models: Youngsters' preference for iPhones

is influenced by various stages of the decision-making process, including
problem recognition, information search, evaluation of alternatives,
purchase decision, and post-purchase evaluation. Apple's branding efforts
and product differentiation strategies influence each stage of this process,
ultimately leading to the selection of iPhones over other smartphones.
3.2 Customer Perceptions:

How customers perceive services, how they assess whether they have experienced
quality service, and whether they are satisfied. Customers perceive services in
terms of the quality of the service and how satisfied they are overall with their
experiences. These customer – oriented terms – quality and satisfaction have been
the focus of attention for executives and researchers a like over the last decade or
more. Companies today recognize that they can compete more effectively by
distinguishing themselves with respect to service quality and improved customer
satisfaction.

3.3 Factors Influencing on Consumer Buying Behaviour

Personal factors

At the personal level, consumer behavior is influenced by various shades of likes,

dislikes, priorities, morals and values. In certain dynamic industries such as
vehicle and personal care, the personal view and opinion of the consumer
pertaining to style and fun can become the dominant influencing factor. Though
advertisement can help in influencing these factors to some extent, the personal
consumer likes and dislikes exert greater influence on the end purchase made by a
consumer.

The important personal factors, which influence buyer behavior, are

a) Age, b) Occupation, c) Income and d) Life Style

Age: Age of a person is one of the important personal factors influencing buyer
behavior. People buy different products at their different stages of cycle. Their
taste, preference, etc. also change with change in life cycle.

Occupation: Occupation or profession of a person influences his buying

behavior. The life styles and buying considerations and decisions differ widely
according to the nature of the occupation. For instance, the buying of a doctor can
be easily differentiated from that of a lawyer, teacher, clerk businessman,
landlord, etc. So, the marketing managers have to design different marketing
strategies suit the buying motives of different occupational groups.
Income: Income level of people is another factor which can exert influence in
shaping the consumption pattern. Income is an important source of purchasing
power. So, buying pattern of people differs with different levels of income.

Life Style: Life style to a person’s pattern or way of living as expressed in his
activity, interests and opinions that portrays the “whole person” interacting with
the environment. Marketing managers have to design different marketing
strategies to suit the life styles of the consumers.

Social factors

Man is a social animal. Hence, our behavior patterns, likes and dislikes are
influenced by the people around us to a great extent. We always seek
confirmation from the people around us and seldom do things that are not socially
acceptable.

The social factors influencing consumer behavior are

a) Family, Reference Groups, c) Roles and status.

Family: There are two types of families in the buyer’s life viz. nuclear family and
Joint family. Nuclear family is that where the family size is small and individuals
have higher liberty to take decisions. In Joint families, the family size is large and
group decision-making gets more preference than individual. Family members
can strongly influence the buyer behavior, particularly in the Indian contest. The
tastes, likes, dislikes, life styles etc. of the members are rooted in the family
buying behavior.

Reference group: A group is two or more persons who share a set of norms and
whose relationship makes their behavior interdependent. A reference group is a
group of people with whom an individual associates. It is a group of people who
strongly influence a person’s attitudes values and behavior directly or indirectly.
Reference groups fall into many possible groupings, which are not necessarily to
be exhaustive

Roles and status: A person participate in many groups like family, clubs, and
organizations. The person’s position in each group can be defined in tern of role
and status. A role consists of the activities that a person is expected to perform.
Each role carries a status. People choose products that communicate their role and
status in society. Marketers must be aware of the status symbol potential of
products and brands
Psychological Factors:

Motivation: Motivation is activating the internal needs and requirements of the

consumer. It can also be described as goals and needs of the consumers.
Motivation arouses and directs the consumers towards certain goals. These needs
can be psychological needs, needs of security, social needs, esteem needs and also
self-actualizing needs.

Perception: Perception is sensing the world and the situations around and then
taking a decision accordingly. Every individual look as the world and the
situations differently. The judging ability and capacity of every individual is
different and hence the look at the world differently. This is what separates the
decision taking abilities.

Learning and experience: Learning is the research of products and services

before the consumer takes the decision of buying a product. Learning and self-
educating these days is done online and also in groups. Experience is taking a
lesson from the past experiences of a product and service. Learning and
experience both again play an important role in influencing the consumer’s
behavior as it influences their purchase decision

3.4 Advantages and disadvantages of Consumer buying behaviour

Advantages:

Market Segmentation:

 Understanding consumer behavior allows businesses to segment the

market effectively. By identifying different consumer segments
based on demographics, psychographics, behavioral patterns, and
other factors, businesses can tailor their marketing strategies to meet
the specific needs and preferences of each segment.

 For example, a company selling skincare products might identify

different segments based on age, skin type, lifestyle, and purchasing
behavior, allowing them to develop targeted marketing campaigns
and product offerings for each segment.
 Product Development:

 Consumer behavior insights help businesses identify gaps in the

market and develop products or services that fulfill unmet needs or
preferences.

 By analyzing consumer feedback, purchasing patterns, and emerging

trends, companies can innovate and create offerings that are more
likely to resonate with consumers, leading to increased sales and
market share.

Customer Satisfaction:

 Understanding consumer preferences and purchase motivations

enables businesses to deliver products and services that align with
customer expectations, leading to higher levels of satisfaction and
loyalty.

 By anticipating customer needs and providing personalized

experiences, businesses can foster stronger relationships with their
customer base and differentiate themselves from competitors.

Pricing Strategies:

 Consumer behavior research helps businesses determine optimal

pricing strategies based on factors such as perceived value, price
sensitivity, and competitive positioning.

 By analyzing consumer willingness to pay and price elasticity,

companies can set prices that maximize profitability while remaining
attractive to target customers.

Marketing Communication:

 Insights into consumer behavior inform the development of more

effective marketing messages and communication strategies.

 By understanding how consumers process information, make

purchasing decisions, and interact with different marketing channels,
businesses can craft messages that resonate with their target audience
and drive engagement and conversion.
Disadvantages:

Complexity:

 Consumer buying behavior is influenced by a wide range of factors,

including cultural norms, social influences, psychological
perceptions, and situational variables.

 The complexity of consumer behavior makes it challenging for

businesses to fully understand and predict how consumers will
respond to marketing efforts and external stimuli.

Changing Trends

 Consumer preferences and behaviors can evolve rapidly due to

factors such as technological advancements, economic shifts, and
cultural changes.

 Businesses may struggle to keep pace with these changes and adapt
their strategies accordingly, leading to missed opportunities or
misalignment with consumer needs.

Information Overload

 In today's digital age, consumers are inundated with information

from various sources, including social media, online reviews, and
advertising.

 The abundance of information can lead to decision fatigue and

cognitive overload, making it difficult for consumers to make
informed choices and for businesses to cut through the clutter and
capture their attention.

Inaccurate Predictions

 Despite efforts to analyze consumer behavior and market trends,

businesses may encounter challenges in accurately predicting future
demand and preferences.
 Factors such as unexpected events, shifting consumer priorities, and
competitive dynamics can impact the accuracy of forecasts and lead
to inventory imbalances or missed opportunities.
 Ethical Concerns

 Manipulative marketing tactics that exploit consumer vulnerabilities

or manipulate emotions can raise ethical concerns and damage brand
reputation.

 Businesses must be mindful of the ethical implications of their

marketing strategies and ensure that they prioritize transparency,
honesty, and consumer welfare in their interactions with customers.

Despite these preferences, it's essential to acknowledge that individual preferences

can vary based on personal tastes, budget considerations, and technological
requirements. Additionally, competitors in the smartphone market continuously
strive to innovate and appeal to young consumers, making it crucial for Apple to
stay attuned to evolving trends and preferences in order to maintain its appeal
among youngsters.