APPLE

Apple was the most preferred option of the mobile customers

Out of the eight attributes which we selected for our research paper, apple fared much better than its other mobile competitors but as far as the price, battery durability and durability was concerned it lacked against Nokia and Blackberry.

Price, Durability and Battery Durability

Brands Price Battery Durability Durability

Apple 0.189 0.089 0.181Blackberry 0.129 0.556Nokia 0.467 0.523

From this table we can clearly see that customer’s rate Nokia much better than Apple as far as durability is concerned. For mobile purchasers who are price sensitive their first option is Nokia rather than Apple

Apple is far ahead than other mobile competitors in attributes like:

(a) Brand(b) Style(c) Camera Quality(d) User Friendliness(e) Applications

SAMSUNG

Mobile customers do not perceive Samsung as a durable handset as well as a User Friendly mobile. User friendliness is a very important factor as customers want a handset which is easy to use.

Brand User Friendliness Durability

Samsung 0.081 0.081Apple 0.500Nokia 0.243 0.556

BLACKBERRY

While purchasing a Blackberry handset the main focus remains on the Brand and Durability. It has to focus more on its camera quality and battery durability as well as price.

Brand Price Camera Quality Battery Durability

Blackberry 0.081 0.088 0.081Nokia 0.467 0.177 0.523

0.500

Blackberry if far behind Apple in the Camera quality attribute. Customers whose main focus remains on camera quality, durability and price do not buy blackberry.

NOKIA

A very strong choice as a mobile brand when customers go for attributes like price and battery durability but as a Brand it is not that popular than Apple, Blackberry.

Among the five Brands Nokia ranks 4Th in terms of Style which still remains a major drawback for the Brand.

Brands Brand Style

Nokia 0.062 0.081Apple 0.489 0.420Blackberry 0.290 0.199Samsung 0.129 0.268

HTC

This paper will be very beneficial for HTC as it lacks ill all the different attributes.

To compete with the best brands like Apple, Blackberry it has to start producing handsets which are price sensitive, user friendly with better applications having good battery durability.