Research Proposal - Ekram Attai

1. 1
Consumer Buying Behavior
towards smartphones
Apple’s iPhone 5
Vs.
Samsung’s Galaxy S 3
THE BATTLE OF SALES, DEMANDS, AND CONSUMERS TOWARDS THESE TWO BRANDS
AND IMPACT OF CONSMUER DEMAND DETERMINENTS ON
(Consumer Buying Behavior)
Done by: EKRAM -- Group -11309273 -- B30

2. 2
CONTENTS
Introduction:................................................................................................................................... 3
Literature Review:........................................................................................................................... 4
Relevance and Further Study:......................................................................................................... 6
Issues and Research Problem: ........................................................................................................ 7
Variables Included:.......................................................................................................................... 7
Hypothesis: ..................................................................................................................................... 7
Type Of Research:........................................................................................................................... 7
Research Design:............................................................................................................................. 7
Sampling Design:............................................................................................................................. 8
Instruments and Data Collection:................................................................................................... 8
Statistical Analysis:.......................................................................................................................... 8
Expected Findings: .......................................................................................................................... 8
Conclusion:...................................................................................................................................... 8
Bibliography:................................................................................................................................. 10

3. 3
 Introduction
Apple Inc.
Apple Inc. is an American multinational corporation headquartered in Cupertino,
California that designs, develops, and sells smartphones, computer software and personal
computers. It was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1st 1976.
Its best-known hardware products are the Mac line of computers, the iPod media player,
the iPhone smartphone, and the iPad tablet computer. Current CEO of Apple Inc. is Timothy
Donald Cook.
iPhone 5
The iPhone 5 is a 4 inch (100mm) touchscreen smartphone developed by Apple Inc. It is
the sixth generation of the iPhone, succeeding the iPhone 4S and preceding the iPhone
5S and iPhone 5C. It was released on September 21, 2012. Apple began taking pre-orders on
September 14th 2012, and over two million were received within 24 hours. Five million units
were sold in the first three days of its release. The iPhone 5 was officially discontinued by Apple
on September 10th 2013 with the announcement of its successor, iPhone 5S and iPhone 5C.
Samsung Electronics
Samsung Electronics Co., is a South Korean multinational electronics company founded
in 1988 and it is headquartered in Suwon, South Korea. It is a subsidiary of the Samsung
Group and has been the world's largest information technology company by revenues since
2009. The company is a major seller of Samsung Galaxy series, tablet computers such as
Samsung Galaxy Tab collection and phablets like the Samsung Galaxy Note series. Current
Chairman of Samsung Electronics is Lee Kun-Hee.
Galaxy S 3
Samsung Galaxy S3 is a 4.8 inch (120 mm) multi-touch smartphone that is designed,
developed, and marketed by Samsung Electronics which runs the Android operating system.
Following an 18-month development phase, Samsung unveiled the S 3 on May 3rd 2012. Prior
to release, 9 million pre-orders were placed by more than 100 carriers globally. More than 20

4. 4
million units of the S III were sold within the first 100 days of release. Samsung sold more than
50 million units till March 14th 2013.
 Literature Review
Manufacturers’ specifications
Apple iPhone 5
SIM: Nano-SIM
Dimensions:123.8 x 58.6 x 7.6 mm
Weight:112 g
Screen:640 x 1136 pixels, 4.0 inches (~326
ppi pixel density)
SD Card slot: No
Memory: 16/32/64 GB storage, 1 GB RAM
Camera: 8 MP/1080p@30fps;1.2
MP/720p@30fps
CPU: Dual-core 1.2 GHz
Samsung Galaxy S3
SIM: Micro-SIM
Dimensions: 136.6 x 70.6 x 8.6 mm
Weight: 133 g
Screen: 720 x 1280 pixels, 4.8 inches (~306
ppi pixel density)
SD Card slot: microSD, up to 64 GB
Memory: 16/32/64 GB storage, 1 GB RAM
Camera: 8 MP/1080p@30fps; 1.9
MP/720p@30fps
CPU: Quad-core 1.4 GHz Cortex-A9
Price
In UK, Samsung Galaxy S3 cost £21 a month on contract from T-Mobile as compared to
£33 a month of Apple’s iPhone 5. Without simcard, in UK the 16GB iPhone 5 costs £529.99
directly from Apple and the 16 GB Galaxy S3 is £349.99. The Samsung Galaxy S3 16 GB and 32
GB are priced at around AU $429.95 and AU $449.95 respectively in Australia. The iPhone 5, 16
GB and 32 GB are priced at around AU $779.95 and AU $789.95 respectively in Australia.

5. 5
Customer Satisfaction
According to American Customer Satisfaction Index, 2 Samsung’s smartphones Galaxy
S3 and Galaxy Note 2 took first and second respectively with a score of 84 each places while
Apple’s iPhone 5 and iPhone 4s took third and fourth places respectively with a score of 82
each.
Build & Design
Apple Inc. replaced in iPhone 5 the thick, heavy glass on the back with aluminum. This
made the phone both thinner and lighter. The device was designed with durability in mind for
example; it has a scratch-proof sapphire to protect the camera lens. Samsung on the other
hand, instead of the durable but plain-looking plastic of the Galaxy S 2, changed to hyper glaze
finish in Galaxy S 3. The curves of the phone make it feel thinner and improve the handling. One
limitation the Galaxy S 3 has is that, it does not have sapphire like iPhone 5 does to protect the
camera lens.
Display
iPhone 5 – 640 x 1136 pixels, 4.0 inches (~326 ppi pixel density), Retina Display
Samsung Galaxy S3 – 720 x 1280 pixels, 4.8 inches (~306 ppi pixel density), Amoled Display

6. 6
DISPLAY TEST 50% Brightness 100% Brightness
Black,
cd/m2
White,
cd/m2
Contrast
ratio
Black,
cd/m2
White,
cd/m2
Contrast
ratio
Apple iPhone 5 0.13 200 1490 0.48 640 1320
Apple iPhone 4S 0.14 205 1463 0.52 654 1261
Apple iPhone 4 0.14 189 1341 0.39 483 1242
Samsung I9300 Galaxy S III 0 174 ∞ 0 330 ∞
Samsung Galaxy Note II 0 253 ∞ 0 478 ∞
HTC One X 0.15 200 1375 0.39 550 1410
Camera
iPhone 5 – 8 MP Rear Camera/1080p@30fps;1.2 MP Front Camera/720p@30fps
Samsung Galaxy S3 – 8 MP Rear Camera /1080p@30fps; 1.9 MP Front Camera /720p@30fps
The Galaxy S 3 camera app offers more options and granular control of the camera. It
also does a better job in the outdoor detail test and tied the iPhone 5 in depth of field. The
iPhone 5 narrowly took the outdoor, indoor, medium light, macro, low light and quick fix
rounds.
Battery Life
iPhone 5 – 1440mAh, non-removable
Samsung Galaxy S3 – 2100mAh, removable
Samsung Galaxy S3 without a doubt has a much larger main unit than the iPhone 5,
2100 mAh in compare to the iPhone’s 1440 mAh. While Web browsing, the Galaxy S3 lasted for

7. 7
359 minutes, the iPhone 5 lasted around 200 minutes. The Galaxy S3 appears to get around 9 to
11 hours of talk time and Apple claims the iPhone 5 will get around 8 hours.
Storage
iPhone 5 – 16/32/64GB non-expandable
Samsung Galaxy S3 – 16/32GB (64GB exists but not widely available), expandable via microSD
There’s no way to increase the internal storage of an iPhone 5, either, so need to rely on
cloud storage if a consumer needs more. Below the plastic battery cover of the Galaxy S 3 is a
microSD slot that will take cards up to 64GB. 64GB microSD card can be bought for around £40
in UK– providing an 80GB phone for less than the cost of a 16GB iPhone 5.
 Relevance and Further Study
21st century is an Information Age hence, the markets are competitive. Apple Inc. and
Samsung Electronics are the leaders in smartphone manufacturing and selling industry. Further
studies are needed as to identify whether Samsung smartphones are better or not in terms of
price, quality and customer satisfaction as compared to Apple Inc.’s smartphones.
 Issues and Research Problem
Brand loyalty, luxury, consumer specific preferences and affect from peers are some
issues that consumers face and choose Apple Inc.’s smartphones and not willing to change their
preference toward Samsung’s smartphones.
 Variables Included
There are no independent, dependent, moderate and intervening variables when
comparing two variables. However, when comparing the features of both smartphones,
extraneous variables such as dimensions and screen sizes of both phones will not be taken in
the research or taken as equal since, their dimensions and screen sizes do not match each
other.

8. 8
 Hypothesis
When comparing Apple’s iPhone 5 and Samsung’s Galaxy S 3, the hypothesis chosen is:
 Samsung’s Galaxy S 3 overall is a better smartphone than iPhone 5.
 Type Of Research
When comparing the two smartphones mentioned above, Descriptive Research and
Business Research can probably fit in because, mostly quantitative data’s will be provided and
also determinants such as price, quality and customer’s satisfaction will be measured.
 Research Design
As mentioned earlier, Descriptive Research and Business Research will be used in the
study. The answers to questions such as Why?, What?, When?, Which?, Who?, How much? and
How many?, will be answered. Also the main factors that consumers look into like price, quality
and customer Satisfaction will be studied.
 Sampling Design
The research will only be conducted inside Lovely Professional University (LPU) because
there are students from 28 states. Cluster sampling will be used because it is convenient and
cheaper and the sample of 280 students, 10 students from each state will be selected.
 Instruments & Data Collection
While doing the research, Primary data’s in the form of Questionnaire will be used
because, due to cost limitations, it is very difficult to get a viewpoint of consumers all over
India. 280 sheets (10 students from each state) with questions relating price, quality, customer
satisfaction, design, display, camera, battery and storage of Samsung’s and Apple’s brand will
be asked.

9. 9
 Statistical Analysis
Statistical tools such as Microsoft Excel and SPSS will be used to analyze the quantitative
data’s.
 Expected Findings
After analyzing the data’s, the expected findings will be to find out how many students
from which states in LPU, have a brand preference towards iPhone 5 or Galaxy S 3. Also the
expected findings will be to know which students from which states preferred which brand and
why?
 Conclusion
In this proposal, two smartphones Apple iPhone 5 and Samsung Galaxy S 3 is compared.
Literature review, relevance and further study, hypothesis, type of research, research and
sample design, instruments and data collection, statistical analysis and expected findings
provided as to determine whether the Galaxy S 3 is the better smartphone than iPhone 5.
Bibliography
Samsung's Galaxy S3 sales top 20 mil. (2012, September 6). Retrieved from Korea Times Web site:
http://www.koreatimes.co.kr/
About Samsung. (n.d.). Retrieved from Samsung Web site: http://www.samsung.com/
Camp, J. V. (2012, September 27). Apple iPhone 5 vs. Samsung Galaxy S3: In-depth comparison.
Retrieved from Digital Trends Web Site: http://www.digitaltrends.com
Dolcourt, J. (2012, June 21). Samsung Galaxy S III. Retrieved from Reviews CNET Web site:
http://reviews.cnet.com

10. 10
GSMArena team. (2012, October 25). Apple iPhone 5 vs. Samsung Galaxy S III: All rise. Retrieved from
GSMarena Website: http://www.gsmarena.com
Kim, Y. H. (2013, March 15). Q&A With Samsung's Mobile Chief. Retrieved from The Wall Street Journal
Web site: http://online.wsj.com/
Nat Harrison Natalie Kerris. (2012, September 12). Apple Press Info. Retrieved from Apple Web site:
http://www.apple.com/
Padilla, R. (2013 , August 1). iPhone 5 Topped by Galaxy S3 in Latest Customer Satisfaction Survey.
Retrieved from Mac Rumors Web site: http://www.macrumors.com
Purcell, K. (2012, December 24). iPhone 5 vs. Galaxy S3 Camera Shootout. Retrieved from Gotta Be
Mobile Web site: http://www.gottabemobile.com/
Sandle, P. (2012, May 29). Samsung Galaxy S3 gets head start on rival iPhone. Retrieved from Reuters
Web site: http://www.reuters.com/
Sawh, M. (2013, July 10). Apple iPhone 5 vs Samsung Galaxy S3: Specs showdown. Retrieved from T3 The
Gadget Website: http://www.t3.com/
Stein, S. (2012, September 21). Finally, the iPhone we've always wanted. Retrieved from Reviews CNET
Web site: http://www.cnet.com
Tran, L. (2012, October 10). Apple iPhone 5 vs. Samsung Galaxy S III. Retrieved from Bright Hand Web
site: http://www.brighthand.com
Trudy Muller Natalie Kerris. (2012, September 24). Apple Press Info. Retrieved from Apple Web site:
https://www.apple.com
Warman, M. (2012, December 13). iPhone 5 or Galaxy S3: which should you buy? Retrieved from The
Telegraph Website: http://www.telegraph.co.uk/
Whitney, L. (2013, July 31). Samsung Galaxy S3 tops iPhone in smartphone satisfaction poll. Retrieved
from News Cnet Web Site: http://news.cnet.com/
Williams, A. (2013, May 30). iPhone 5 vs Samsung Galaxy S3 - Design, Screen and Power. Retrieved from
Trusted Reviews Web site: http://www.trustedreviews.com