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The analysis of the marketing techniques employed by Apple for the increased popularity of the use of iPhone by the university students - Essay Example
Pages 29 (7279 words)
This study aims at analyzing the marketing techniques employed by Apple for the increased popularity of the use of iPhone by the university students through a primary study made with a participant group of fifty users of Smartphones on university campuses, using a questionnaire to collect data…
dissertation started with an introduction to the iPhone technology of Apple and the innovations that it brought to the Smartphone market. The paper focused on the recently increased use of iPhone by university students as compared to other brands of Smartphones or the feature phones. The research objectives were to analyze the effectiveness of the marketing techniques employed by Apple for increasing sales of the iPhone among students, the perception of the students concerning the cell phone, and the customer ratings regarding the degree of satisfaction with the pertinent product. The literature review provided a means of secondary research about the topic, and pointed towards gaps in the existing research which this study has hoped to fill. The methodology used for the collection and analysis of data was quantitative in nature in order to substantiate the presumed results of the study, and to establish the success and effectiveness of the marketing techniques of Apple for iPhone sales among students. To this end, questionnaires were used among a sample group of 50 university students through email and in person, and the data collected was analyzed for commonalities. The study then discusses the findings of the data, and makes analysis with regard to those findings in order to draw conclusions regarding the research objectives, already described. ...
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